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23 Cards in this Set
- Front
- Back
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Dane Mcgoldrick
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a big fucking douche bag
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Promotions opportunity analysis
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process used by marketers to identify target audiences and the communication strategies needed to meet those audiences.
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Communication market analysis
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process of discovering the organization's strengths and weaknesses in the area of marketing communication.
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Benchmark measures
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Starting points that are studied in relation to the degree of change following a promotional campaign.
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Threshold effects
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It takes a seeing a company's advertisement a certain number of times before a consumer will recognize that company.
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Sales-response function curve
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An S-shaped curve hat shows when threshold and diminishing effects are present.
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Concave downward function
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A model of the diminishing returns of advertising expenditures.
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Marginal analysis
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A model showing when additional expenditures on advertising have an adverse affect on profit.
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Carryover effects
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For products that are only purchased when needed. The goal is to get the consumer familiar with the company message, so when it's time to buy, they choose you. Example: toilet paper.
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Wear-out effects
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Declines in the effectiveness of advertising when an ad becomes old or boring.
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Decay effects
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Declines in the effectiveness of advertising when advertising stops and people forget about the company.
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Percentage of sales method
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When communications budgeting is based on the sales rom the previous year or anticipated sales for the coming year.
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Meet-the-competition method
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When the primary goal is to prevent the loss of market share, which occurs in highly competitive markets where rivalries between competitors are intense.
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"what can we afford" method
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When the marketing budget is set after communications monies are allocated- based on what the firm feels it can afford to spend.
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Objective and task method
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When management budgets off of a list of all of the objectives it wants to accomplish during the year.
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Payout planning
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A budgeting method that establishes a ratio of advertising to sales or market share.
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Strategies
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Sweeping guidelines that make up a company's marketing efforts.
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Tactics
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Activities companies do to support overall promotions.
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Market segmentation
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The identification of specific purchasing groups based on their needs, attitudes, and interests.
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Market segment
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A group of individual consumers with distinct characteristics.
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Demographics
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The study of population characteristics.
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Psychographics
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The study of patterns in responses that reveal a person's activities, interests, and opinions.
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Cultural assimilator
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A person who is familiar with the culture of a given country, who helps market in that country.
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