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69 Cards in this Set
- Front
- Back
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A name, term, symbol or design (or combination thereof intended to clearly identify and differentiate a seller's product from the competitor's; a conceptual entity that focuses the organization of marketing activities (usually with the purpose of building equities for that brand in the marketplace)
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Brand
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The shift in emphasis from selling what is produced to designing and selling products that satisfy a consumer need or market demand
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Market driven
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Relies on soft sell for results. Attracts customers by pulling them into the message.
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Pull advertising
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Exists when consumers are bombarded by hundreds of marketing messages per day
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Clutter
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Principles that serve as guidelines for both individuals and organizations
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Ethics
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The number of households within an area that purchased the products as a percentage of total households that bought in that product's category
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Market penetration
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Corporate sponsorship of lifestyle-related programs and events
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Event marketing
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A small group on consumers, viewers, etc. who have some very specific characteristics in common
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Niche audience
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A financial yardstick which measures the profit on a project relative to the investment
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ROI (Return on Investment)
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Term for the contemporary marketing communications task
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Strategic brand communication
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The identification of competitors in the marketplace
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Competitive analysis
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A legal term for paid communications, primarily advertising
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Commercial speech
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An act of communication that seeks to convince another to voluntarily change, resolve, or formulate their opinions, feelings, or actions through the use of argument, reasoning, or entreaty.
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Persuasion
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The most powerfule federal agency with control over marketing communications
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Federal Trade Commission
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The four P's of advertising
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Place
Price Product Promotion |
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A request from a client to a number of agencies to prepare an initial credentials presentation, which usually includes initial qualifications for the requesting client
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RFP (Request For Proposal)
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A written document designed to outline the marketing objective, the rationale for the objective and how it will be fulfilled
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Marketing plan
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Gathering and analysis of original information from a sample or population
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Primary research
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Gathering and analysis of information which is available in published form; printed or online sources
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Secondary research
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A marketing approach that suggests a consumer goes thru six steps when becoming convinced to purchase: knowledge, liking, preference, conviction, and the actual purchase
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Heirarchy of effects model
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Expenditures or incentives used by manufacturers and other members of the marketing channel to help push their products thru to retailers
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Trade promotions
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Types of trade promotions (4)
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Trade allowances
Off invoice allowance Drop-ship allowance Slotting fees |
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The incentives aimed at a firm's customers
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Consumer promotions
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What are consumer promotions aimed at? (2)
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Increasing awareness of and loyalty to a brand
building immediate sales rather than on brand equity or loyalty |
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What do consumer promotions offer?
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discounts, prizes, or other inducements to the customer
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Price reduction to the consumer
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Coupon
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What form do coupons come in?
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Free standing inserts (FSI)
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Less than ______% of all coupons distributed nationwide are redeemed
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3%
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Sheets of coupons intended to get the customer to buy the product using the coupon as the incentive
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Free standing inserts (FSI)
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People in the advertising business have an obligation to be...
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ethical
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Advertising is...
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visible
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We are each exposed to nearly ____ advertising messages per day
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600
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Advertising can be a center of...
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influence
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Advertising is the primary method of reaching the consumer with a...
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persuasive message
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Advertising can mold & shape...
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personalities & people
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Moral virtue is the appropriate location between two extremes
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Aristotle's Golden Mean
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Act of the maxim which you will to become a universal law; act in a manner that you would want to be made into a law for others to follow
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Kant's Categorial Imperative
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Love thy neighbor as thyself; do unto others as you would have them do unto you
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Judeo-Christian Ethic
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Doing what is right
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Ethics
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Seek the greatest happiness for the greatest number of people
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Mill's Principle of Utility
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Advertising is protected as...
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commercial free speech under the First Amendment
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We must be ethical under the First Amendment because we operate within a free structure, as long as...
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follow the rules of ethicality
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Two basic criticisms of advertising
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puffery
deception |
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The most vulnerable group is...
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children
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Because the most vulnerable group is children, the _______ & _______ were created
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Children's Advertising Review Unit
Children's Television Act |
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CARU's six basic principles on how to rate children's advertising
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1) Their level of knowledge, sophistication, & maturity
2) Do not advertise unreasonable expectations of product quality or performance 3) Do not show advertising of products or contents unsuitable for adolescents 4) Use language young children can understand 5) Include positive role models in ads that can be accessed by children 6) Contribute to a parent-child relationship in a positive manner |
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Using sex in advertising requires
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caution & restraint
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Guidelines for using sex in advertising (5)
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1) Must not be offensive
2) Cannot objectify 3) Cannot be demeaning or offensive to any particular consumer group 4) Cannot marginalize 5) Cannot stereotype ethnic groups |
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Problems with coupons (4)
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Reduce revenue from sales
Mass cutting Counterfeiting Misredemption |
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Prizes, gifts, or other special offers received when the consumer buys the product
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Premiums
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Buy product at grocery store and get instant cents-off by using coupon
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Instant redemption coupons
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Placing a coupon for one product on another product
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Cross ruffing coupons
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Issued following action by consumer to get the coupon
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Response offer coupons
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Coupons placed inside packages
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Bounce-back coupons
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4 types of premiums
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Free in the mail
In-or-on package Store or manufacturer Self liquidating |
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In contests or sweepstakes entries depend upon...
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size and quantity of prizes
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In contests and sweepstakes, the more, larger prizes command...
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more consumer entries
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Problems with contests or sweepstakes (3)
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Costs
Consumer indifference Clutter |
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The most popular premiums today
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refunds & rebates
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Can be given on big ticket items, like cars
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refunds & rebates
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Cash back offers made to the consumer
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refunds & rebates
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Other types of premiums
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Bonus packs
Price offs |
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Regularly responds to coupons etc.; not brand loyal and purchase brands that are in promotion
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Promotion prone consumer
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Price is primary reason for making the purchasing decision so there is no brand loyalty
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Price sensitive consumer
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Will buy that brand regardless of coupons, promotions, rebates, etc.
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Brand loyal consumer
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Offers financial incentives to other channel members in order to motivate them to make a purchase
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Trade allowances
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Encourages channel members to place orders, because they receive a financial discount on each case ordered
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Off-invoice allowance
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Money paid to retailers who are willing to bypass wholesalers, brokers, agents, or distributors when making preplanned orders.
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Drop-ship allowance
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Funds paid to retailers to stock new products
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Slotting fees
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