Imc Test 2 Chapter 4

Front 1

promotions opportunity analysis

Back 1

process marketers use to identify target audiences for a company's goods and services and the communication strategies needed to reach these audiences

Front 2

five steps in promotion opportunity analysis

Back 2

conduct a communications marketing analysis

establish objectives

create a budget

prepare a promotional strategy

match tactics with strategy

Front 3

conduct a communication market analysis

Back 3

SWOT

competitors
opportunities
target markets
customers
product positioning

Front 4

competitive analysis

Back 4

identifies major competitors
indentifies communication strategies and tactics of each competitor

Front 5

opportunity analysis

Back 5

explore new communication opportunities

Front 6

target market analysis

Back 6

identify the benefits customers are seeking and determine the various ways to reach them

Front 7

customer analysis

Back 7

current
competitors
potential

what goes on in the minds of customers

Front 8

establishing marketing communications objectives

Back 8

guide in designing a message

oriented toward a single objective

Front 9

threshold effects

Back 9

for new products, initial ads yield little behavioral response.

with time and exposures, recall and willingness to purchase increases

Front 10

concave downward function

Back 10

an incremental expenditure in advertising will result in lower increases in sales

Front 11

marginal analysis

Back 11

at some point additional advertising expenditures with have an adverse effect on profits

Front 12

carryover effect

Back 12

promoting for products only purchased when needed comes to mind when its time to buy

Front 13

decay effect

Back 13

when consumers forget about the company after advertising stops

Front 14

random events

Back 14

9/11 - no one could use funny advertising

Front 15

percentage of sales

Back 15

sales from the previous year or anticipated sales

simple

not used - too many disadvantages

works opposite of what needs to happen

Front 16

meet the competition

Back 16

prevent loss of market share

could be a waste

Front 17

what we can afford

Back 17

set after everything else is allocated for

view marketing as non essential

Front 18

objective and task

Back 18

estimates the cost of accomplishing each objective

best

difficult for large companies

Front 19

payout planning

Back 19

establishes a ratio of advertising to sales or market sales

Front 20

quantitative models

Back 20

computer simulations

far from perfect

limited to larger organizations

Front 21

match tactics with strategies

Back 21

tactics support the communication strategies

halloween

coupons
gift certificates
rebates


themes

Front 22

market segmentation

Back 22

identifying specific purchasing groups based on their needs, attitudes, and interests

Front 23

test to determine if a particular market segment is viable

Back 23

homogeneous

different from the population as a whole

large enough

reachable

Front 24

geodemographic segmentation

Back 24

indentifies potential customers from demographic information, geographic information, an pyschographic information

direct mail

PRIZM

Front 25

benefit segmentation

Back 25

focuses on the advantages consumers receive from a product rather than the characteristics of consumers themselves

Front 26

usage segmentation

Back 26

20/80 rule

Front 27

b2b segmentation

Back 27

NAICS/SIC code

type
size
location
usage
values