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77 Cards in this Set
- Front
- Back
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What are some tangible elements of a corporate image? (29) |
Goods and Services Sold Retail Outlets where the product is sold Factories where the product is produced Advertising, Promotion,s and other forms of communications Corporate Name and Logo Packages and Labels Employees |
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What are some of the intangible elements of a corporate image? (29) |
Corporate, personnel, and environmental policies Ideals and beliefs of corporate personnel Culture of country and location of company Media Reports |
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What are the consumer benefits of corporate image? |
Provides confidence in purchase decisions Gives assurance about the purchase when the buyer has little or no previous experience Reduces search time in purchase decision Provide psychological reinforcement and social acceptance of the purchase |
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What are the corporate benefits to corporate image? |
Extension of positive customer feelings to new products Ability to charge a higher price or fee Consumer loyalty leading to more frequent purchases Positive word-of-mouth endorsements Higher level of channel power Ability to attract quality employees |
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What is an Overt Name? |
Reveals what a company does
Examples: American Airlines, Kraft Foods |
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What is an Implied Name? |
Contain recognizable words or word parts that convey what a company does
Example: FedEx and IBM |
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What is a Conceptual Name? |
Capture the essence of what a company offers
Example: Google, Twitter, Krispy Kreme |
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What is an Iconoclastic Name? |
Represent something Unique Different and memorable
Example: Monster.com, Nabisco |
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Name some of the different types of brands |
Family Brands Brand Extensions Flanker Brand Co-Branding Ingredient Branding Cooperative Branding Complementary Branding Private Brands |
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What is a Family Brand? |
A group of related products sold under one name |
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What is a Brand Extension? |
The use of an established brand name on products or services not related to the core brand |
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What is a Flanker Brand? |
The development of a new brand sold in the same category as another product |
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What is co-branding? |
The offering of two or more brands in a single marketing offer. |
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What is Ingredient Branding? |
The placement of one brand within another brand |
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What is Cooperative Branding? |
The joint venture of two or more brands into a new product or service. |
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What is Complementary Branding? |
The marketing of two brands together for co-consumption. |
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What are Private Brands? |
Proprietary brands marketed by an organization and sold with an organizations outlets |
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What are the 5 steps of the consumer purchasing process? |
1. Problem Recognition 2. Information Search (internal/external) 3. Evaluation of Alternatives 4. Purchase Decision 5. Post Purchase Decision |
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Consumer Attitudes consist of what three components? |
Cognitive Affective Conative
(The common sequence is Cognitive - Affective - Conative) |
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What is the affective component in consumer attitudes? |
Consists of feelings or emotions a person has about the object, topic, or idea. |
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What is the cognitive component in consumer attitudes? |
Refers to a person's mental images, understanding, and interpretations of the person, object, or issue. |
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What is the conative component in consumer attitudes? |
Contains an individual's intentions, actions, or behavior |
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What three models explain how individuals evaluate purchasing alternatives? |
The evoked set method Multiattribute approach Affect Referral |
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What is the evoked set? |
Consists of the brands an individual considers in a purchasing situation |
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What is the inept set? |
Contains the brands that are part of a person's memory that are not considered because they have negative feelings |
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What is the inert set? |
Holds the brands that the consumer is aware of but the individual has neither negative or positive feelings about them |
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What is a buying center? |
Consists of the group of individuals making a purchase decisions on behalf of a business |
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What are the five roles of a buying center? |
Users - use the good/service Buyers - given responsibility to make purchase Influencers - People who shape purchasing decision Deciders - Authorize purchase decision Gatekeepers - Individuals who control flow of info in buying center |
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What is dual channel marketing? |
Selling virtually the same goods or services to both consumers and businesses. |
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What are the three Cs o the IMC Planning Context? |
CUSTOMERS Current, Former,Potential, Competitor's COMPETITORS COMMUNICATIONS |
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What is market segmentation? |
Consists of identifying specific consumer and business groups based on their needs, attitudes, and interests |
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What are some methods of Segmenting Consumer Markets? (Total of 7) |
Demographics Psychographics Generations Geographic Geodemographics Benefits Usage |
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What is product positioning? |
Summarizes the perceptions in the consumer's of the nature of a company and it's products relative to the competition |
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What are some product positioning approaches? (7 in total) |
Attributes Competitors Use or application Price-quality relationship Product user Product Class Culture Symbol |
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What are some Marketing Communication Objectives? (10 in total) |
Develop brand awareness Increase Category Demand Change customer beliefs or attitudes Enhance purchase actions Encourage repeat purchases Build Customer Traffic Enhance firm image Increase Market Share Increase Sales Reinforce purchase decisions
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What is the Advertising Management Program |
The process of preparing and integrating a company's advertising efforts with the overall IMC message |
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What does the Advertising Management Consist of (Four Steps) |
1. Review the role of advertising in the IMC effort 2. Select an in-house or external advertising agency 3. Develop an advertising campaign management strategy 4. Complete a creative brief |
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What is Integrated Marketing Communications? |
The coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders. |
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What are the steps of a marketing plan (8 parts) |
Current Situational Analysis SWOT Analysis Marketing Objectives Target Market Marketing Strategies Marketing Tactics Implementation Evaluation of performance |
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What are some of the advantages of an in-house agency? |
Lower costs Consistent brand message Better understanding of product and mission Faster ad production Works closer with CEO Lower turnover rate in the creative team. |
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Advantages of Outside Agency |
Reduce Costs Greater Expertise Outsider's Perspective Access to Top Talent |
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What is crowdsourcing |
Involves outsourcing the creative aspect of an advertisement campaign to the public |
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What are the six steps in selecting an ad agency |
1. Set Goals 2. Select process and criteria 3. Screen Initial list of applicants 4. Request client references 5. Reduce list to two or three viable agencies 6. Request creative pitch |
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What are some advertising goals? |
Build brand awareness To inform To persuade Support marketing efforts Encourage action |
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What are the parts of the creative brief |
The Objective The target audience The message theme The support (facts that substantiate the unique selling point) The constraints |
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What is the hierarchy of effects model |
Helps to clarify the objectives of an advertising campaign. |
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What are the six steps to the hierarchy of effects model |
1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. The actual purchase |
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What is the mean's end theory? |
Suggests that an advertisement should contain a message, or means, that leads the consumer to a desired end state
(If, then, so statements. If I eat carrots, I'll be healthy, so I won't die!) |
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What are some personal values |
Comfortable Life Equality Excitement Freedom Fun, exciting life Happiness Inner Peace Mature Love Pleasure |
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What is visual esperanto? |
Universal language that makes global advertising possible for any good or service |
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What is an advertising appeal? |
advertising approaches to reach consumers with advertisements. Include: Humor Sex Music Rationality Scarcity |
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What is a message theme? |
Outlines the key ideas to an advertisement |
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What is cognitive message strategy? |
Presents a rational argument or pieces of information to a consumer. |
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What are some Message Strategies (9 in total) |
Generic Preemptive Unique Selling Proposition Hyperbole Comparative Resonance Emotional Action-Inducing Promotional Support |
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What is an Affective Strategy? |
Advertisements that invoke feeling or emotions that match those feelings with the good, service, or company. |
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What is resonance advertising? |
Connects a product with a consumers experiences in order to develop stronger ties between the product and the consumer |
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What is comfort marketing? |
Encourages consumers to purchases branded products that than generic versions |
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What is Emotional Advertising? |
Attempts to elicit powerful emotions that eventually lead to product recall and choice. |
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What are some executional frameworks? |
(The way an appeal is presented) Animation Slice of Life Testimonial Authoritative Demonstration Fantasy Informative |
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What are Conative message Strategies? |
Designed to lead consumer to some kind of specific response |
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What is action inducing conative advertisements? |
Create situations in which cognitive knowledge of the product or affective liking of the product may come later after purchase or during product use. |
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What is promotional support conative advertisements? |
Tied in with other promotional efforts, including coupons, phone-in promotions, or sweepstakes that a consumer enters by filling out the form on the advertisement or visiting a retail store. |
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What are the parts of creating an ad? |
Message Strategy Appeal Executional Strategy Creative Brief Executional Framework |
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What are the principles of effective advertising? |
Visual Consistency Campaign Duration Repeated Taglines Consistent Positioning Simplicity Identifiable Selling Point Create an Effective Flow
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What is media strategy? |
Involves analyzing and choosing media for an advertising and promotions campaign |
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What are the components of a media plan? |
Marketing Analysis Advertising Analysis Media Strategy Media Schedule Justification and Summary |
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What are some advantages of TV Advertising? |
High Reach High Frequency Potential Low Cost per contact High Intrusion Value Quality Creative Opportunities Segmentation Through Cable |
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What are some disadvantages to TV ADs? |
High level of clutter Low recall due to clutter Channel surfing during ads DVR skipping ads High Cost |
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Advantages to radio advertising |
Recall promoted Narrower target markets Ad music can match audience High segmentation potential Flexibility in making ads Listen Anyway
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Disadvantages to Radio ads |
Short Exposure Time Low Attention Info Overload |
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Advantages to outdoor ads |
Select Key geographic areas Accessible for local ads Low Cost per impression Broad Reach Digital Capabilities |
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Disadvantages to outdoor ads |
Short exposure time Brief messages Little segmentation possible Clutter |
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Advantages to magazines |
High market segmentation Targeted audience by magazine High color quality Long-Life psan |
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Disadvantages to magazines |
Declining readership clutter Long lead time high cost |
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Advantages to newspaper advertising |
Geographic selectivity High flexibility High credibility Strong audience interest Longer Copy |
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Disadvantages to Newspaper advertising |
Poor buying procedures Short life span Clutter Internet Competition Aging readership |
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What is Media multiplier effect? |
Suggests that the combined impact of using two or more media is stronger than using either medium alone. |
