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6 Cards in this Set
- Front
- Back
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Image Advertising |
Attempt to create a favorable mental picture of a product or firm in the minds of consumers. Image aims to associate the advertised product and/or firm with certain lifestyles or values. 1. Increase consumer awareness 2. Convert the awareness into familiarity 3. Use the familiarity to influence consumer buying behavior |
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Cause-related Marketing |
Specific charity they are supporting. Consumers are more likely to purchase, pay more, switch brands, and associate with a positive image. |
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Sponsorship |
Tie into organizations vision, where the organization wants to go, who do you want to target. Objectives - Enhance image - Increase visibility - Differentiate company - Showcase specific goods or services |
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Event Marketing |
Type of sponsorship 1. Determine the objectives of the event 2. Make event with customers, vendors, employees 3. Promote the event 4. Company in all event advertising 5. Track results 6. CPM |
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Green-washing |
Appear more eco-friendly than they are |
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Green Marketing |
Product - features Price - Eco costs to benefit a larger group Place - pollution management Promotion - environmental image, credibility |
