Mkt 233 Exam 2

Front 1

image

Back 1

based on the feelings consumers and businesses have about the overall organization and its individual brands.

Front 2

overt names

Back 2

reveal what a company does (Midwest Airlines, BMW Motorcycles)

Front 3

implied names

Back 3

contain recognizable words or word parts that convey what a company does. (FedEx, IBM)

Front 4

Conceptual names

Back 4

capture the essence of what a company does (Google, Krispy Kreme)

Front 5

iconoclastic names

Back 5

represent something unique, different, and memorable (Monster.com and Fathead.com)

Front 6

corporate logo

Back 6

a symbol used to identify a company and its brands, helping to convey the overall corporate image.

Front 7

stimulus codability

Back 7

when a logo elicits a consensual meaning among customers.

Front 8

brands

Back 8

are names assigned to an individual good or service or to a group of complementary products.

Front 9

family brand

Back 9

when a company offers a series or group of products under one brand name.

Front 10

brand parity

Back 10

occurs when there are few tangible distinctions between competing brands in mature markets.

Front 11

brand equity

Back 11

a set of characteristics that are unique to a brand. (the perception that a good or service with a given brand name is different and better).

Front 12

brand metrics

Back 12

measure returns on branding investments.

Front 13

brand extension

Back 13

the use of an established brand name on goods and services. (may or may not be related to core brand) (ex. Nike clothing)

Front 14

flanker brand

Back 14

the development of a new brand sold in the same category as another product.

Front 15

ingredient branding

Back 15

the placement of one brand within another brand, such as Intel processors in HP computers.

Front 16

cooperative branding

Back 16

the joint venture of two or more brands into a new good or service (citibank, AA, Mastercard)

Front 17

complementary branding

Back 17

the marketing of two brands together to encourage co-consumption or co-purchases (Seagram's 7 and 7-up)

Front 18

private brands

Back 18

(private labels, store brands) marketed by an organization and usually distributed exclusively within the organization's outlets.

Front 19

positioning

Back 19

process of creating a perception in the consumer's mind regarding the nature of a company and its products relative to competitiors.

Front 20

attribute

Back 20

a product trait or characteristic that sets it apart from other products.

Front 21

use or application positioning

Back 21

involves creating a memorable set of uses for a product (Arm & Hammer)

Front 22

product user positioning

Back 22

distinguishes a brand or product by clearly specifying who might use it.

Front 23

brand infringement

Back 23

occurs when a company creates a brand name that closely resembles a popular or successful brand

Front 24

promotions opportunity analysis

Back 24

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

Front 25

communication market analysis

Back 25

the process of discovering the organization's strengths and weaknesses in the area of marketing communication and combining that information with an analysis of the opportunities and threats present in the firm's external environment.

Front 26

market segmentation

Back 26

the process of identifying specific purchasing groups based on their needs, attitudes, and interests.

Front 27

message theme

Back 27

an outline of the key ideas that the advertising program is supposed to convey.

Front 28

leverage point

Back 28

the key element in the advertisement that taps into, or activates, a consumer's personal value system (a value, idea, or concept).

Front 29

appeal

Back 29

how to design the ad that attracts attention or presents information to consumers (humor, fear, sexual suggestiveness, logic, and emotions)

Front 30

executional framework

Back 30

or theme, explains how the message will be delivered. (slice of life, fantasies, dramatizations, animation)

Front 31

Cognitive

Back 31

The person's mental images, understanding, and interpretations of the person, object, or issue

Front 32

Affective

Back 32

Contains the feelings or emotions a person has about the object, topic, or idea.

Front 33

generic messages

Back 33

direct promotions of product attributes or benefits without any claim of superiority (works best for brand leaders; eg. Campbell's)

Front 34

preemptive messages

Back 34

claims superiority on a product's specific attribute or benefit. (prevents competition from same or similar response)

Front 35

unique selling proposition

Back 35

an explicit, testable claim of uniqueness or superiority that can be supported in some manner.

Front 36

hyperbole

Back 36

makes an untestable claim based on some attribute or benefit. (NBC has America's Favorite comedians)