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58 Cards in this Set
- Front
- Back
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WHAT IS STRATIFICATION? |
Stratification describes the way in which different groups of people are placed within society. |
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Can Marketing research accurately predict consumer outcome? |
No |
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WHAT IS TREND WATCHING? |
Watching for Trends from all forms of media and how theyreflect our changing attitudes, behaviors and values (Concrete signs of thetimes) |
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What are MACRO TRENDS? |
about the "big issues" - develop from the way people think in regards to our idea of happiness, success OR fulfilment. |
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What are micro trends? |
Smaller details in the big picture- tangible manifestations of the macro trends |
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What is Cohort Analysis? |
Cohort analysis is a study that focuses on the activities of a particular cohort (group of people who share a commonality). If we were to calculate the average income of these students over the course of a five year period following their graduation, we would be conducting a cohort analysis. |
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What is Family LifeCycle? |
concept that demonstrates changing purchasing behavior as a person or family matures. |
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What is Consumption Research? |
study consumers’ consumption patterns to learn more about target audience |
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What is Acculturation? |
A process in which members of one cultural group adopt the beliefs and `behaviors of another group. |
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What are the 3 psychologicalconcepts of importance to consumer behavior? |
Motivation, cognition, andlearning which determines how consumers react to different stimuli. |
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What is the VALS classification system? |
(values andlifestyles survey) designed to predict consumerbehavior by profiling the psychological and demographics. |
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What are the two key dimensions of VALS? |
Primary motivation: what in particular about theperson or the world governs his or her actions and activities Resources: the range of psychological andmaterial resources available to sustain that self-concept |
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What is a UPC? |
Universal Product Code |
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What is single source data? |
○ retailtracking scanner data is integrated with household panel data on purchasepatterns and ad exposure ○ infocomes from one supplier and is extracted from a single group of consumers |
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What are the series of research steps? (4 steps) |
Advertising strategy development Advertising execution Evaluate Pretesting executions Campaign evaluation |
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What is Advertising strategy development |
Is the understanding of what the target audience of a market wants, what is the competition and what communication device willl be used to reach the audience. |
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What is Advertising execution development? |
Two part research that consists of: exploratory - learn and understand the audience research - test the creatives ideas |
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What is evaluating pretesting executions? |
Simply put, all ideas are tested |
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what is Campaign evaluation? |
Simply put, this tracks the performance of a campaign in flight. |
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What isMessage Research? |
Message research is research done to identify the most relevant and competitive message and selecting the primary appeal. |
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What are Focus Groups? |
research method using in-depth interviews with a group rather than an individual. Good data but should never be used alone. |
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What is Concept testing? |
concept testing is a method used to determine the best of a number of possible appeals to use in your advertising. |
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What is a trademark? |
The name people use when they describe a brand or a product. |
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Why are logo's so expensive? |
Logos can take months of planning and research, involving many layers of vision and revision. It also involves the process of rebranding everything. |
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What are tradenames? |
.A name that applies to a business as a whole not to an individual product |
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What criteria must be met before a firm can qualify for a trademark? |
The trademark must be used in connection with an actual product, applied to the product itself Trademarks cannot be "confusingly" similar Non deceptive Non descriptive |
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cases?What factors are considered in Trademark protecion court |
1. distinctivenessof the complainant’s mark 2. similarity of the marks 3. proximity of the parties’ products 4. likelihood of the complainant’s bridging the gapbetween non-competing products 5. similarity of the parties’ trade channels and advertising methods 6. quality of the alleged infringer’s product7. sophisticationof the particular customers |
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What are the 7 types of trademark names? |
dictionary words coined words personal names geographical names initials and numbers pictorial colors |
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What is a housemark? |
Is a subbrand miracle whip trademark - kraft, houesemark |
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what is a servicemark? |
used to identify the sevrice |
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What are the 4 genral trademark rules? |
1) always capitalize the trademark word 2) follow the trademark with the product - Kleenex tissues 3)Don't pkuralize the trademark 4) Do not use it as a possessive - levi's jeans |
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What are some steps you might take to create a memorable name? |
1. Describewhat you are naming- features, characteristics, competitive advantages,whatever differentiates your company from the rest 2. Summarize what you want your name to do- 3. Describe who you are targeting with the name- demographics,lifestyles, and qualities that would appeal to them 4. List names you like and dislike- 5. Build a list of new name ideas- 6. Combine name parts and words 7. Pick your favorites 8. Verify that the name you want isn’t already taken 9. Testyour name before using it- |
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Packaging colors |
● Red: Hearts beat faster and increases adrenaline. Power and vitality and desire to conquer. Structure, sensibility, practicality, and dependability. ● Yellow: Most visible and makes packages look larger. Cut-rate price image and detracts from the perceived quality of the product. ● Blue: Cleanliness and purity. Sky and water. Serenity, prestige, confidence, knowledge and credibility. ● White: Fresh and light. Low-fat and diet foods. Associated with dairy products. Premium quality or budget quality, depending on country. ● Black: Elegant and sophisticated. Sense of class and quality. |
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What is situation analysis? |
refers to a collection of methods that managers use to analyze an organization's internal and external environment to understand the organization's capabilities, customers, and business environment. |
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What are the three steps in developing a media strategy? |
1) Prospect identificatoin 2)Timing 3) Creative considerations |
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What is involved in research posttests? |
● Firststage: expected results are defined in specific and measurable terms ● Secondstage: actual research is conducted to see if these goals were met. |
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What is Glocalization? |
hybrid term meaning to adapt global marketing efforts to local markets and cultures. Term combines both aims of globalization and localization. |
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What are the Three frequent problem areas in international advertising? |
language differences media research and usage cultural considerations: |
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What factors must be taken into account when discussing a multi-national advertising plan? |
Must be executed with more instinct ad less reliable research than a US campaign Must communicate in local vernacular |
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What are the three basic phases of the maturation process? |
Moving into forieng markets Local emphasis in marketing strategy Localize and segmented research |
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What are the three primary problems with the media function in indternational advertising |
1: Media availability and isage levels 2:Legal prohibitions 3: Lack of reliable audience reearch |
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What two factors have improved the ability of advertisers to reach target prospects? |
1: rapid expansion of efficient global communication 2: Expansion of global retailers |
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What three trends have made marketing to diverse populations very difficult for advertisers? |
Majority/minority transition Race is more difficult to determine Citizens of the world |
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What is Intraculturalism? |
American youth adopting other traditions and trends |
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What factors have contributed to the decline of African american press? |
1. Mucheasier for major newspapers to assimilate black readers 2: circulation and revenue shifted to traditional publications |
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Why was research so weak when it came to diverse markets? |
Researches had no experience in ethnic marketing respondents faced language barriers Ethnically oriented syndicated research studies were unavailable Weighting of research samples often did not fully consider ethnicpopulation |
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What 5 main differences exist between hsipanic consumers and non-hispanic consumers? |
Hispanics are more likley to go shopping more influenced by advertiing more likley to pay with cash more likley to download music prefer latin roots products |
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What were the three era's of advertising criticism? |
Era of Exaggerated Claims 1865-1900 ● TheEra of Public Awareness 1900-1965 ● TheEra of Social Responsibility 1965-present |
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What is economic advertising? |
The defined notion that advertising is one that is both helpful and self-fulfilling in society |
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What is advertising's inadverdent social role? |
1. bethe sheer weight of exposure, advertising sets a social agenda of what isexpected, what is fashionable, and what is tasteful for a significant number ofpeople of the youth, the undereducated, and the impressionable. |
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What is advertisings overt social role? |
the agent of social change. For ex. advertising messages promoting safedriving, adult literacy, environmental causes, etc. |
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What are the three social criticisms of advertising? |
Privacy concerns Product placement: |
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What are the specific areas of advertising concerns? |
Advertising content - men, women’s bodies, creation of stereotypes Advertising of controversial products Advertising to children Advertising’sunwanted influences on society |
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What the primary ways advertisers target children? |
First is television at 65% of all ad dollars second is magazines @ 10% |
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What does research suggest about ads to children? |
Children under the age of five do not understand an ads intent. Effectiveness of host selling is question Attitudes toward ad in general become less positive with age ADS ENCOURAGE NAGGING Parental yielding to requests is generally high and likely to increasew/ age of child ● TVis neither sole nor most influential determinant of what kids want |
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WHAT IS NAD? |
National Ad Division - Regulates advertising to children |
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What is CARU? |
Childrens advertising Review Unit - Regulates advertising to children |
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What are the guiding pricipals of CARU? |
Advertisers should always take into account level of sophistication of children Dont explout imagination of children Information should be conveyed in truthful manner watch how ad might influence social behaviro Although many influences affect a child’s personal/social development,it remains prime responsibility of parents to provide guidance to kids |
