Mktg 452 Exam 3

Front 1

Umbrella Brand

Back 1

applied to multiple products and segments

Front 2

category extension

Back 2

significant product modification to (un)related target segment
-same brand to different products and different targets

Front 3

line extension

Back 3

small product modification to related target segment
-same brand to slightly different product in similar category and overlapping segment

Front 4

Umbrella brand pros

Back 4

lower costs, quality transfer

Front 5

umbrella brand cons

Back 5

-loss of position strength

Front 6

multiple brands

Back 6

each brand applied to a different product category and segment

Front 7

multi-brand pros

Back 7

-protection in brand scandals
-stronger position

Front 8

multi-brand cons

Back 8

costs to create a brand meaning

Front 9

repositioning

Back 9

to change consumers' perception of bran in relation to competing brands-common for brands that are popular with one generation and fade as generation ages

Front 10

double-sided messaging

Back 10

we were this way.. now we are this way

Front 11

Repositioning pros and cons

Back 11

pros: brand legacy
cons: brand legacy

Front 12

communicating to habit & variety seeking

Back 12

advertising + sales promotion

Front 13

communicating to brand loyal and limited problem solving

Back 13

advertising + public relations

Front 14

communicating to extended problem solving

Back 14

personal selling + direct marketing

Front 15

IMC Campaign

Back 15

-a series of related pieces of marketing comm focusing on a common theme, slogan + set of appeals
-the creation of a promise (to be delivered)
-the translation of your intended brand position to the market

Front 16

Process Overview for Campaign Creation

Back 16

1. determine the objectives (SMART)
2. make creative decisions (AIDA)
3. make media decisions (media selection & schedule)
4. media plan
5. evaluate (pre-test & post-test)

Front 17

Message Structure - AIDA

Back 17

Attention
Interest
Desire
Action

Front 18

advertising

Back 18

one way mass communication about a product or organization that is paid for by a marketer

Front 19

pros of TV advertising from firm's perspective

Back 19

-intrusive
-technical features
-ability to generate excitement

Front 20

cons of TV from firm's perspective

Back 20

-cost
-fragmentation
-zapping
-hard to measure results

Front 21

pros and cons of Radio from firm's perspective

Back 21

pros:
-very segmented audiences
-local personalities create credibility and intimacy
-cost
cons:
-clutter
-no visuals

Front 22

Newspapers: pros from firms' perspective

Back 22

-mental frame for deep processing
-detailed copy
-low production costs and lead time

Front 23

Newspapers: cons from firms' perspective

Back 23

-clutter
-lots of occasional readers
-reproduction quality
-declining readership

Front 24

Magazine pros from firm perspective

Back 24

-audience selectivity
-long life
-reproduction quality
-detailed copy

Front 25

Magazine cons from firms perspective

Back 25

-long lead time
-clutter
-geographic limitations

Front 26

key difference of internet as a mass media tool

Back 26

measurement: quick feedback, multi-dimensional metrics: click through rates, navigation time, defection pages (checkout page)

Front 27

Internet pros from firms' perspective

Back 27

-easy to update
-reproduction quality
-privacy allows ads for taboo products

Front 28

internet cons from firms' perspective

Back 28

-clutter
-short attention span
-low access rates in many countries and social groups

Front 29

Advertising response function

Back 29

the spending for advertising and sales promotion increases sales or market share up to a certain level and then produces diminishing returns

Front 30

institutional advertising

Back 30

advertising designed to enhance a company's image rather than promote a product

Front 31

advocacy advertising

Back 31

advertising in which an organization expresses its views on controversial issues or responds to media attacks

Front 32

pioneer advertising

Back 32

designed to stimulate primary demand for a new product or product category

Front 33

competitive advertising

Back 33

designed to influence demand for a specific brand

Front 34

comparative advertising

Back 34

compares two or more specifically named competing brands on one or more specific attributes

Front 35

advertising objective

Back 35

specific communication task that a campaign should accomplish for a specific target audience during a specified period

Front 36

advertising appeal

Back 36

a reason for a person to buy a product

Front 37

unique selling proposition

Back 37

a desirable, exclusive and believable advertising appeal selected as the theme for a campaign

Front 38

medium

Back 38

the channel used to convey a message to a target market

Front 39

media planning

Back 39

the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

Front 40

cooperative advertising

Back 40

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand

Front 41

media schedule

Back 41

designation of the media, the specific publications or programs, and the insertion dates of advertising

Front 42

media mix

Back 42

the combination of media to be used for a promotional campaign

Front 43

cost per contact

Back 43

the cost of reaching on member of the target market

Front 44

reach

Back 44

the number of consumers exposed to a commercial at least once during a specific period, usually four weeks

Front 45

frequency

Back 45

the number of times an individual is exposed to a given message during a specific period

Front 46

audience selectivity

Back 46

the ability of an advertising medium to reach a precisely defined market

Front 47

product placement

Back 47

a public relations strategy that involves getting a product, service, or company name to appear in a movie, tv show, radio program, magazine, newspaper video game, video or audio clip or commercial for another product on the internet or at a special event

Front 48

continuous media schedule

Back 48

a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product cycle

Front 49

flighted media schedule

Back 49

ads are run heavily every other month or two weeks to achieve a greater impact with an increased frequency and reach at those times

Front 50

pulsing media schedule

Back 50

uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods

Front 51

seasonal media schedule

Back 51

runs advertising only during times of the year when the product is most likely to be used

Front 52

public relations functions

Back 52

-press-relations
-product publicity
- corporate communication
-public affairs

Front 53

promotion

Back 53

communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response

Front 54

promotional strategy

Back 54

plan for optimal use of the elements of promotion: advertising, pr, personal selling and sales promotion

Front 55

competitive advantage

Back 55

unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition

Front 56

push strategy

Back 56

marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell a particular merchandise

Front 57

pull strategy

Back 57

a marketing strategy that stimulates consumer demand to obtain product distribution

Front 58

IMC

Back 58

the careful coordination of all promotional messages for a product or a service to assure the consistency of messages of every contact point where a company meets the consumer

Front 59

Three Brand Management Strategies

Back 59

1. Umbrella Brand
2. Multi-brand
3. Repositioning

Front 60

Pilot Testing

Back 60

message evaluation that consists of experimentation in the marketplace

Front 61

split-cable transmission

Back 61

pilot testing of two versions of an advertisement through direct transmission to separate sample households

Front 62

split-run distribution

Back 62

pilot testing in which different versions of an advertisement are placed in magazines and direct responses to each advertisement are compared

Front 63

split-list experiments

Back 63

pilot testing in which multiple versions of a direct-mail piece are sent to segments of a mailing list and responses to each version are compared

Front 64

ballot method

Back 64

pretest of sales promotion in which consumers are given a list of promotional options and asked to rank their preferences

Front 65

single-source tracking measures

Back 65

post-test message tracking that uses a combination of scanner data and devices that monitor television-viewing behavior to collect information about brand purchases, coupon use and television ad exposure

Front 66

Goals of Marketing Communication

Back 66

1. Inform
2. Persuade
3. Remind

Front 67

Main Marketing Tools

Back 67

1. Advertising
2. Direct Marketing
3. Sales Promotion
4. Personal Selling
5. Public Relations

Front 68

Advertising

Back 68

one way, paid, standardized
-traditional: TV, newspaper, magazines, radio, billboards
-Alternative: street media, shopping carts, bus ads

Front 69

Direct Marketing

Back 69

one way, paid, personalized, response is optional
-offline: customized letters and offers
-online: customized emails and ads (google search)

Front 70

Sales Promotion

Back 70

one way, paid, short-term incentive
-immediate: discounts, buy 1 get 2
-deferred: rebates, raffles

Front 71

Personal Selling

Back 71

two way-personalized
-in person: sales visit, door-to-door
- remote: call center, chat

Front 72

Public Relations

Back 72

often less commercial, not necessarily paid
-Paid: sponsorship, events
-Not paid: media coverage, product placement, viral marketing

Front 73

Key Factors that affect Marcom

Back 73

1. Audience
2. Type of Decision
3. Stage in PLC
4. Channel Position
5. Funds
6. Competition

Front 74

Rule of thumb for Funds

Back 74

by sales %: 3-5% of sales volume
by objective:
- become #1 in market share - > + funds
- keep market share -> - funds

Front 75

Stage of PLC and Marcom objectives

Back 75

Introduction: inform
Growth: persuade
Maturity: persuade and remind
Decline: remind

Front 76

Decision Criteria for Media Selection

Back 76

-Reach
-Frequency
-Audience selectivity
-Cost per contact

Front 77

Pre-testing

Back 77

-focus group
-magazine dummies
-pilot markets
-eye-tracking

Front 78

What post testing should be used with an awareness and attitude goal

Back 78

website/store visits (new store in town)

Front 79

what post testing should be used with a sales goals

Back 79

purchase (durable goods)

Front 80

what post testing should be used with a visibility goal

Back 80

press coverage (sporting event)

Front 81

common advertising appeals

Back 81

-profit
-health
-fear
-vanity & egotism
-admiration
-convenience
-fun and pleasure
-environmental consciousness

Front 82

TV watching in the US negatively correlated with:

Back 82

-higher education level
-levels of life satisfaction

Front 83

TV watching in the US positively correlated with:

Back 83

-materialism: notion that happiness is acquired through material acquisition
-Ideas of violence: believe the world is more violent than it actually is

Front 84

Main media or tools of Advertising

Back 84

-indoor
-out-of-home
-print
-online

Front 85

Corporate Identity

Back 85

enhance company's image

Front 86

Types of Product Advertising

Back 86

1. pioneering
2. competitive
3. comparative

Front 87

Effects of Advertising on Consumers

Back 87

-change negative attitude toward a product or reinforce a positive attitude
-Affect ranking of a brand's attributes
-Reduces price sensitivity (when not about price)

Front 88

Newspaper Reach

Back 88

-41 million readers of the daily newspapers in US
-correlation with higher education

Front 89

Newspaper Technicalities

Back 89

-advertising space varies: technical problem for agencies
-lack of control over messages: carryover effect of news to ads

Front 90

Advantages of Outdoor Media

Back 90

-repetition
-moderate cost
-flexibility
-geographic selectivity

Front 91

Disadvantages of Outdoor Media

Back 91

-short message
-lack of demographic selectivity
-high noise level distracting audience