Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key

image

Play button

image

Play button

image

Progress

1/80

Click to flip

80 Cards in this Set

  • Front
  • Back
Brand Name
The part of a brand that can be spoken, including letters, words, and numbers
Brand Mark
The part of a brand that is not made up of words, such as a symbol or design
Trademark
A legal designation of exclusive use of a brand
Trade Name
The full legal name of an organization
Brand Loyalty
A customer’s favorable attitude toward a specific brand.
Brand Recognition
The degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable.
Brand Preference
The degree of brand loyalty in which a customer prefers one brand over competitive offerings.
Brand Insistence
The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.
Brand Equity
The marketing and financial value associated with a brand’s strength in a market.
Manufacturer Brand
A brand initiated by producers to ensure that producers are identified with their products at the point of purchase.
Private Distributor Brand
A brand initiated and owned by a reseller
Generic Brand
A brand indicating only the product category
Private Distributor Brand
A brand initiated and owned by a reseller
Individual Branding
A branding policy in which each product is given a different name
Generic Brand
A brand indicating only the product category
Family Branding
Branding all of a firm’s products with the same name or part of the name.
Individual Branding
A branding policy in which each product is given a different name
Brand Extension
An organization uses one of its existing brands to brand a new product in a different product category.
Family Branding
Branding all of a firm’s products with the same name or part of the name.
Co-Branding
Using two or more brands on one product.
Brand Licensing
An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.
Brand Extension
An organization uses one of its existing brands to brand a new product in a different product category.
Co-Branding
Using two or more brands on one product.
Family Packaging
Using similar packaging for all of a firm’s products or packaging that has one common design element.
Brand Licensing
An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.
Labeling
Providing identifying, promotional, or other information on package labels.
Family Packaging
Using similar packaging for all of a firm’s products or packaging that has one common design element.
Universal Product Code (UPC)
A series of electronically readable lines identifying a product and containing inventory and pricing information.
Intangibility
The characteristic that a service is not physical and cannot be perceived by the senses
Inseparability
The quality of being produced and consumed at the same time.
Perishability
The inability of unused service capacity to be stored for future use.
Heterogeneity
Variation in quality
Client-based Relationships
Interactions that result in satisfied customers who use a service repeatedly over time.
Customer Contact
The level of interaction between provider and customer needed to deliver the service.
Service Quality
Customers’ perception of how well a service meets or exceeds their expectations.
Search Qualities
Tangible attributes that can be judged before the purchase of a product
Experience Qualities
Attributes that can be assessed only during purchase and consumption of service
Credence Qualities
Attributes that customers may be unable to evaluate even after purchasing and consumer a service.
Nonprofit Marketing
Marketing activities conducted to achieve some goal other than ordinary business goals such as profit, market share, or return on investment.
Target Public
A collective of individuals who have an interest in or concern about an organization, product, or social cause.
Client Publics
Direct consumers of a product of a non-business organization
General Publics
Indirect consumers of a product of a nonbusiness organization
Opportunity Cost
The value of the benefit given up by choosing one alternative over another
Advertising
Paid non-personal communication about an organization and its products transmitted to a target audience through mass media.
Institutional Advertising
Advertising that promotes organizational images, ideas, and political issues
Advocacy Advertising
Advertising that promotes a company’s position on a public issue
Product Advertising
Advertising that promotes the uses, features, and benefits of products
Pioneer Advertising
Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product.
Competitive Advertising
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
Comparative Advertising
Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.
Reminder Advertising
Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits.
Reinforcement Advertising
Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.
Advertising Campaign
The creation and execution of a series of advertisements to communicate with a particular target audience.
Target Audience
The group of people at whom advertisements are aimed
Advertising Platform
Basic issues or selling points to be included in an advertising campaign
Advertising Appropriation
The advertising budget for a specific time period
Objective-and-Task Approach
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.
Percent-of-Scale Approach
Budgeting for an advertising campaign by multiplying the firms past and expected sales by a standard percent.
Competition Matching Approach-
Determining an advertising budget by trying to match competitors advertising outlays.
Arbitrary Approach
Budgeting for an advertising campaign as specified by a high-level executive in the firm.
Media Plan
A plan that specifies the media vehicles to be used and the schedule for running advertisements.
Cost Comparison Indicator
A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.
Regional Issues
Versions of a magazine that differ across geographic regions
Copy
The verbal portion of advertisements.
Storyboard
A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial.
Artwork
An advertisement’s illustrations and layout
Illustrations
Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement
Layout
The physical arrangement of an advertisement’s illustration and copy
Pretest
Evaluation of advertisements performed before and after a campaign begins
Consumer Jury
A panel of a product’s existing or potential buyers who pretest ads
Posttest
Evaluation of advertising effectiveness after the campaign
Recognition Test
A posttest in which respondents are shown the actual ad and asked if they recognize it.
Unaided Recall Test
A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.
Aided Recall Test
A posttest that asks respondents to identify recent ads and provides clues to jog their memory.
Public Relations
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders.
Publicity
A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
News Release
A short piece of copy publicizing an event or a product
Feature Articles
A manuscript of up to 3,000 words prepared for a specific publication
Captioned Photograph
A photograph with a brief description of its contents
Press Conferences
A meeting used to announce major news events