Marketing 2

Front 1

DAGMAR

Back 1

approach to setting advertising goals. Comm effects are logical basis.

Awareness, Comprehension, Conviction, Action

Front 2

Criticisms of DAGMAR

Back 2

1.problems with response hierarchy

2. sales objectives

3. practicality and costs

Front 3

inside-out planning

Back 3

what the marketer wants to say, wants to say to it, believes are important about the brand, and the media formats they want to use

Front 4

outside-in planning

Back 4

process that starts outside the company with the customer and builds backwards to the brand

Front 5

zero-based communications planning

Back 5

determining what tasks need to be done and what marketing communication functions should be used

Front 6

carryover effect

Back 6

delayed effect where impact of advertising on sales can occur during a time period

Front 7

emotional integration

Back 7

portray people in ads as expereincing arousing, upbeat, exciting outcomes from product

Front 8

transformational ad

Back 8

associates experience of using the brand with a unique set of psychological characteristics transforming their interpretation of the usage expereince

Front 9

zipping

Back 9

fastforward commercials

Front 10

zapping

Back 10

changing channel with remote

Front 11

AARDS classification of magazines

Back 11

1. consumer

2. business

3. custom - for particular organisations (award edge)

Front 12

household using television (HUT)

Back 12

percentage of homes in a given area that are watching tv during a specifc time

Front 13

share of audience

Back 13

percentage of households watching tv at a specific time and a specific program

Front 14

largets audiences on radio

Back 14

early morning and late afternoon drive times

Front 15

display advertising

Back 15

in newspapers and mags that uses illustrations, photos, headlines and other visual elements in addition to copy text

Front 16

classified advertising

Back 16

in newspapers and mags that contain text only and under subheadings eg. jobs

Front 17

island ad

Back 17

surrouned by editorial

Front 18

geographic selectivity

Back 18

focus on region. use local mags aswell to be specific

Front 19

product placement

Back 19

better remebered if related

generally positive

Front 20

measuring effectiveness of direct marketing

Back 20

not difficult because direct response

cost per order

Front 21

a trade allowance

Back 21

discount offered to retailer to encourage stock, promote

Front 22

horizontal cooperative ad

Back 22

sponsored in common by group of retailers

Front 23

ingrediant-sponsored coop ad

Back 23

raw materials manufacturers help establish

Front 24

forward buying

Back 24

stock up at low deal and resell high after promotion

Front 25

diverting

Back 25

sell to other store or middle men who resell

Front 26

media release

Back 26

factual and interesting info

Front 27

novelty seeking behaviour

Back 27

marketers often introduce new brands into markets that are mature and saturated because of consumer's tendency toward this

Front 28

support media

Back 28

vehicles used to reinforce communications messages that may have been received from other forms of advertising

Front 29

high credibility is less effective when...

Back 29

a receiver has a favourable initial attitude or position on the issue

Front 30

motives

Back 30

factors that compel or drive a consumer to take a particular action

Front 31

distrust is generally highest for...

Back 31

tv

Front 32

integrated marketing helps companies...

Back 32

identify the most appropriate and effective methods for contacting customers

Front 33

maslows hierarchy of needs - highest level

Back 33

self-actualisation

Front 34

hardest component of an advertising program to evaluate is...

Back 34

budgeting decisions

Front 35

consumer behaviour

Back 35

the process people engage in when searching, selecting and using products and services they need

Front 36

transit advertising

Back 36

1. high frequency of exposure

2. low absolute costs

3. low relative costs

4. enables geographic selectivity

Front 37

goal of direct marketing

Back 37

generate an immediate response

Front 38

relationship marketing

Back 38

process of creating, maintaining and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit

Front 39

agencies obtain new clients with...

Back 39

1.pr

2. presentations

3. referrals

4. solicitations

Front 40

advertising regulation in aus

Back 40

dual system - gov and self-regulated

Front 41

webcasting technologies

Back 41

allow companies to push a message to consumers rather than waiting for them to find it.

Front 42

internet promo tools

Back 42

1. number of clicks

2. cost per click

3. unique reach of delivered online ads

4. frequency-to-conversion ratios