Mkt 320 Exam- Unit 3 (Chapter 16)

Front 1

brand

Back 1

distinguishing name or symbol that identifies products/ services of a seller

Front 2

brand equity

Back 2

value that a brand image offers retailers

Front 3

brand awareness

Back 3

ability of a customer to recognize a brand name is a certain type of retailer

Front 4

aided recall

Back 4

consumer knows the brand when it is presented to him/her

Front 5

top-of-mind awareness

Back 5

when a consumer mentions a brand first when asked about a category of retailers

Front 6

brand association

Back 6

anything linked to a brand name in the consumer's memory

Front 7

brand image

Back 7

set of associations that are usually organized around some meaningful theme

Front 8

integrated marketing communication program

Back 8

program that spans all communication channels to deliver a comprehensive, consistent message

Front 9

advertising:

Back 9

paid communication

Front 10

sales promotion

Back 10

offer extra value and incentives to visit a store or make a purchase during a specific period of time

Front 11

store atmosphere

Back 11

the physical elements of a store that create an image in the consumer's mind

Front 12

personal selling

Back 12

one on one/ face-to-face

Front 13

e-mail

Back 13

can be personalized

Front 14

m-commerce

Back 14

communicating and selling thru wireless handheld devices (phones)

Front 15

publicity

Back 15

significant, unpaid communication (like a news story)

Front 16

communication objectives

Back 16

specific goals related to the retail communication mix's effect on the customer's decision-making process

Front 17

marginal analysis

Back 17

spend more on communication as long as you get more back than you spend

Front 18

objective-and-task method

Back 18

determines the budget require to do specific tasks and to accomplish a specific communication objective

Front 19

rule-of-thumb method

Back 19

budget based on past sales and communication activities

Front 20

affordable budgeting method

Back 20

forecast sales, expenses, take out desired profit and use the rest for communication

Front 21

percentage-of-sales method

Back 21

set communication budget as a percentage of forecasted sales

Front 22

competitive parity method

Back 22

estimate total communication expenditures in your industry/market. then estimate your market share. then multiply the two and that is your communication budget

Front 23

coverage

Back 23

number of potential customers in the target market that could be exposed to an advertisement in a given medium

Front 24

reach

Back 24

the actual number of potential customers in the target market that are exposed to an advertisement in a given medium

Front 25

cost per thousand (CPM)

Back 25

the ad's cost divided by the ad's reach

Front 26

impact

Back 26

ad's effect on the audience

Front 27

frequency

Back 27

how many times the potential customer is exposed to an ad

Front 28

advantage of paid communication

Back 28

most amount of control

Front 29

advantage of personal selling

Back 29

most flexibility/ personalization

Front 30

advantage of word of mouth and publicity

Back 30

most credibility