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26 Cards in this Set
- Front
- Back
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corporate image |
reflects feelings consumers and businesses have about the overall organization and its individual brands |
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family brand |
offers series of related products sold under one name (Bic) |
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brand extension |
established name brand on products/services not related to core brand (Zzzquil) |
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flaker brand |
new brand sold in same category as another product (Coke Zero) |
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cobranding |
two or more brands in a single market offer (Hersey's Betty Crocker cupcakes) |
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brand parity |
there are few tangible distinctions between competing brands in mature markets |
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private brand |
store brand, proprietary brands marketed by an organization and distributed only within the organization's outlets |
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Integrated Marketing Communications |
coordination/integration of all marketing tools/plans/media to interact with consumers across all contact points |
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market segment |
set of businesses/group of individuals with distinct characteristics |
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product positioning |
perception in the consumer's mind of company/competitors |
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benchmark measure |
represents the starting point that has been established in a relation to degree of change following a promotional campaign |
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carryout effects |
when time comes to buy, the consumer will remember the key company |
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message theme |
outline key ideas the ad campaign conveys |
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leverage point |
key element in the advertisement that activates a consumer's personal value system |
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executional framework |
how message will be delivered |
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advertising management program |
process of preparing and integrating a company's advertising efforts with an IMC message |
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crowdsourcing |
outsourcing creative aspect of advertisement or campaign to public |
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pulsating schedule of advertising |
continuous advertising during the year with bursts of higher intensity at specific times |
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flighting approach |
ads are presented only during peak times |
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hierarchy of effects model |
clarifies objectives of an advertising campaign |
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6 steps of the hierarchy of effects model |
awareness, knowledge, liking, preference, conviction, the actual purchase |
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means-end chain |
an advertisement should contain a message, or means, that leads the consumer to a desired end state |
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tagline |
something memorable that identifies the uniqueness of a brand or conveys some type of special meaning |
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visual esperanto |
universal language that makes global advertising possible |
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name the 7 appeals |
fear, sex, rational, humor, scarcity, music, emotional |
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name the four stages of the means-end chain |
attributes, consumer benefits, leverage point, personal value |
