Marcom Exam 1

Front 1

Define Contact/Touch Point.

Back 1

Possible ways to deliver messages to target customers and presenting the brand in a favorable light.

Front 2

Define Integrated Marketing Communications.

Back 2

A communications process that includes:
The planning, integration, and implementation of many forms of communication that are delivered targets.

Front 3

What aspects does Marcom include?

Back 3

-Ads
-Sales promotions
-Publicity releases
-Events

Front 4

Define Positioning Statement.

Back 4

Where the brand is in the target market's minds.

Front 5

Define Relationship.

Back 5

A link between a brand and its customers.

Front 6

What does successful relationships between customers and brands lead to?

Back 6

Repeat purchasing and brand loyalty.

Front 7

Define Synergy.

Back 7

A combination of different methods.
Gets more positive communication results than just by themselves.

Front 8

Define Brand.

Back 8

Is a company’s offering of a product, service,etc.

Brands represent the focus of marcom efforts.

Front 9

Define Revenue Premium.

Back 9

The revenue difference between a branded item and a corresponding private labeled item.

Front 10

Define ROMI.

Back 10

Return on marketing investment.

Front 11

Define Corrective Advertising.

Back 11

The idea that a firm that misleads consumers should have to use future advertisements to correct any deceptive impressions it has created in consumers’ minds.

Front 12

Define Ethics.

Back 12

Involves matters of right and wrong, morals and conduct.

Front 13

Define Self-Regulation.

Back 13

Regulation of advertising by advertisers themselves rather by state or federal government bodies.

Front 14

Define Unfair Advertising.

Back 14

Advertising acts / practices that are likely to cause substantial injury to consumers, which is not avoidable.

Front 15

Define Baby Boom.

Back 15

The birth of 75 million Americans between 1946 and 1964.

Front 16

Define Generation X.

Back 16

People born between 1965 and 1981.

Front 17

Define Generation Y.

Back 17

People born between 1982 and 1994.

Front 18

Define Mature Consumers/Seniors.

Back 18

-66 million consumers aged 55 and older.
-They are wealthier and more willing to spend.
-They control nearly 70 percent of the net worth of all U.S. households.

Front 19

Define Middle Age.

Back 19

Age 35 and ending at age 54 at which point maturity is reached

Front 20

Define Positioning.

Back 20

The key feature, benefit, or image that a brand stands for in the target audience’s collective mind.

Front 21

Define Psychographics.

Back 21

Information about consumers’:
attitudes, values, motivations, and lifestyles
that relate to buying behavior.

Front 22

TV network advertising is ____ and internet advertising is ___.

Back 22

Down, up.

Front 23

List the 6 Marketing Communications Tools.

Back 23

1- Personal selling

2- Advertising

3- Sponsorship

4- Sales promotion

5- PR and publicity

6- Point of purchase

Front 24

Like the 5 Key Features of IMC.

Back 24

1- Customer or prospect.

2- Contact

3- Synergy (single voice)

4- Build relationships with customers.

5- Affect behavior.

Front 25

Define Relationship.

Back 25

Link between a brand and its customer.

Front 26

Define Synergy.

Back 26

Multiple tools working together and conveying the same message.

Front 27

Define Managerial Parochialism.

Back 27

Workers are territorial. They don't want to work together.

Front 28

Explain Advertising v. Publicity.

Back 28

Advertising is paid and sponsored. Great control, lower credibility.

Publicity is non-paid and unsponsored. Little control, higher credibility.

Front 29

Explain Customer-Oriented Sales Promotion.

Back 29

Targeted to the ultimate users of a product.

-Coupons
-Contests
-Rebates

Front 30

Explain Trade-Oriented Sales Promotion.

Back 30

Targeted toward marketing intermediaries like retailers, wholesalers and distributors.

-Price deals
-Trade shows

Front 31

Name the 4 changes in Marketing Communications Practices.

Back 31

1- Reduced faith in mass media Ads.

2- Increased reliance on highly targeted communication methods.

3- Increased efforts to assess communications return on investment.

4- Greater demands on marcom suppliers.

Front 32

What are the 3 reasons why there is reduced faith in mass media ads?

Back 32

1- Consumers are less responsive.

2- Media fragmentation (viewers have more choices)

3- Shift in balance of power between retailers and manufacturers.

Front 33

Define Brand Equity.

Back 33

A brand has equity when consumers are familiar with the brand and have a strong, favorable and unique brand association in their mind.

Front 34

Name 2 ways to Measure Brand Awareness.

Back 34

1- Brand Recognition- Someone bringing the name up to you. Hearing about it after someone says "hey have you heard about Crest?"

2- Brand Recall- Listing brand names. No prompt given.

Front 35

What are the 2 ways to Measure Brand Knowledge?

Back 35

1- Brand Awareness

2- Brand Image

Front 36

Name the 3 components of a Brand Concept.

Back 36

1- Functional

2- Symbolic

3- Experiential

Front 37

Define Functional Brand Concept.

Back 37

Solving the consumer's consumption related problem.

Front 38

Define Symbolic Brand Concept.

Back 38

How we fit in socially or stand apart.
Reaches teens better.

Front 39

Define Experiential Brand Concept.

Back 39

Provides sensory pleasure, variety, and cognitive stimulation.

Front 40

Name the 5 Major Player Groups of IMC.

Back 40

1- Advertiser / Client

2- Ad Agency

3- Media Organizations

4- Marcomm specialists

5- Collateral services

Front 41

Define Brand Management.

Back 41

Org. structure where brands are assigned to managers who are responsible for performance.

Front 42

Name the 4 Advantages of Brand Management.

Back 42

1- Maximize potential of brand.

2- Survival of the fittest brand.

3- Allows competitive vulnerability to be exposed by sister brand versus competitor brand.

4- High profile job attracting top people.

Front 43

What are the 3 Reasons Against Brand Management.

Back 43

1- Cannibalizations with wide product lines.

2- Resources wasted on internal competition.

3- Manufacturer must show a united front.

Front 44

Define Category Management.

Back 44

Org structure where one manager is responsible for bottom line performance of all brands in a category.

Front 45

What are the 3 Advantages and 3 Disadvantages of In-House Ad Agencies.

Back 45

[ + ]
1- Cost savings
2- More control
3- Better Coordination

[ - ]
1- Less experience
2-Less objectivity
3-Less flexibility

Front 46

In-House Ad Agencies are generally more common when clients have a ____ .

Back 46

Centralized system.

Front 47

Name the 3 Reasons for Using a Ad Agency.

Back 47

1- Get services of highly skilled specialists.

2- Obtain a objective point of view.

3- Broad range of experience.

Front 48

What is the viewpoint of the jobs of a Full-Service Agency?

Back 48

View's role as partner with brand manager, work together to build brand.

Front 49

Name the 4 Groups of Agency Services.

Back 49

1- Account services (link between client and agency, managed by account exec)

2- Marketing services (r & d, media)

3- Creative services (create and execute ads)

4- Traffic (schedule)

Front 50

Explain Creative Boutiques.

Back 50

Give only creative services.

Front 51

Explain Media Buying Services.

Back 51

Buy media, broadcast time.

Front 52

Explain the Commissions Method.

Back 52

-Agency gets 15%

-Controversial cause you spend more $ on Ad placement you get more in return.

Front 53

The selection of ______ is the first critical step in effective and efficient marcom efforts.

Back 53

Target market.

Front 54

Name the 3 Factors of Importance of Targeting Marketing Communications.

Back 54

1- Identity target market

2- Market segmentation

3- Targeting marcom

Front 55

What are the 4 Classifications of General Targeting Characteristics.

Back 55

1- Behaviorgraphics (how ppl behave, buying response)

2- Psychographics (lifestyle, attitudes, interests, opinions)

3- Geodemographics (info on a demo within a zip code)

4- Demographics (age, gender, income)

Front 56

Baby Boomers are...

Back 56

-Ages 46-64

-80 million in number

-Not a specific market segment.

Front 57

Matures are...

Back 57

- 55 or older.

-Active, vital

-High purchasing power

Front 58

Children and teenagers are...

Back 58

-Targeted for fashion, candy, food, soda, toys.

-Must get parent consent before collecting info from kids under 13.

Front 59

Tweens are...

Back 59

-Between 8 and 12.

-Bi weekly income of $22.

Front 60

Explain Gen Y.

Back 60

- 13-27

-60 mil

-Ad savvy

Front 61

____ are the largest minority group in the USA.

Back 61

Hispanics.

Front 62

Explain Insuler Culture.

Back 62

Low acculturation rate.