Nolan Marketing Services Final Flashcards

Front 1

The most important exercise of the marketing strategy

Back 1

Positioning and Differentiation

Front 2

The Marketing Strategy follows this

Back 2

Company Strategy

Front 3

The process of Defining the company’s offerings and image so that it occupies a distinct and valued place in the target customer’s mind.

Back 3

Positioning

Front 4

How are you similar to your competition

Back 4

Points of Parity

Front 5

"Defining the market in which the service or brand will compete (who the relevant competitors are)
Identifying the points of similarity & difference
-- In the Logo
-- In the Name
-- In the Motto, Mantra, Slogan
Determine the competitors target market's demographic and psychographics
How is their product line different or similar
How is their pricing similar or different
How do they promote their services (marketing mix)
Where and how do they distribute their services"

Back 5

Product Positioning Process

Front 6

"Cost Leadership Strategy
Differentiation Strategy
Segmentation Strategy"

Back 6

Porter’s Generic Marketing Strategies

Front 7

"Operational Excellence
Product innovation
Customer intimacy"

Back 7

Treacy & Wiersma’s Value Discipline Strategies

Front 8

"--Cost Leadership Strategy
--Low Prices / No Frills
--Caters to Mass market
--Demands economies of scale or extreme efficiencies
--Demands perpetual cost reductions
--Message demands that you make virtue out of thrift and benefit out of low cost features"

Back 8

Porter’s Generic Marketing Strategies

Front 9

Southwest Airlines, E Trade, and Costco are examples of which marketing strategy

Back 9

Porter’s Generic Marketing Strategies

Front 10

"-- Operational Excellence
-- Product Innovation
-- Customer Intimacy"

Back 10

Treacy & Wiersma’s Value Discipline Strategies

Front 11

The feelings, beliefs and knowledge that consumers have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation.

Back 11

Brand Association

Front 12

What distinguishes a brand from it’s counterparts and gives it equity is the sum total of consumer’s perceptions and feelings about the product’s attributes and how they perform, it’s imagery and the underlying company itself.

Back 12

Brand Equity

Front 13

"-- Provide Protection from infringement via duplication
-- Source of sustainable competitive advantage
-- Can secure quality and sustainability of earnings
-- Defy Price elasticity!!!
-- Secure market share
-- Increase share value
-- Influence buyer behavior"

Back 13

Why Brands matter to a firm

Front 14

Where the corporate name is used on all products and services offered by the company.

Back 14

Monolithic Branding

Front 15

Where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement.

Back 15

Endorsed Branding

Front 16

Where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.

Back 16

Freestanding Branding

Front 17

"-- Name
-- Logo
-- Brand Standards, Guidelines
-- Domain
-- Motto/Slogan/Mantra"

Back 17

Brand Elements

Front 18

"-County Recorders fictitious business name search
-Secretary of State Business search site (Corp. & LLC)
-USPTO trademark search
-Hire a lawyer to complete!"

Back 18

Process for cross-checking a brand name

Front 19

"-- Register a fictitious business name in your county.
(must publish ad in authorized publication).
-- Have lawyer complete articles of incorporation and register you in the state you wish.
-- Have lawyer submit trademark papers and begin trademark approval process."

Back 19

Process for brand name after search is complete

Front 20

"See work examples & Get references.
Go buy the “Big Book of Logos” and go through it. Mark the ones you like and write why or follow the process outlined by your creative.
The better you outline exactly what you are trying to convey the faster you will get what you want.
See the first drawings in black, as you get closer to accepting the logo have them use it on a stationary package.
Always tell the creative what you do and don’t like about their work."

Back 20

Selecting a creative for a branding logo

Front 21

"Must be bold.
Must be believable.
Must provoke thought consideration.
Must have longevity.
Must be transferable: mediums, sub brands etc.
Must inspire.
Must not be corny"

Back 21

Requirements for Branding Subtitle/Mantra/Slogan

Front 22

The practice of managing the public's perception of a subject

Back 22

Public Relations

Front 23

Used to grab the attention of journalists and briefly summarize the news.

Back 23

Press Release Headline

Front 24

Contains the release date and usually the originating city of the press release.

Back 24

Press Release Dateline

Front 25

First paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.

Back 25

Press Release Introduction

Front 26

Further explanation, statistics, background, or other details relevant to the news.

Back 26

Press Release Body

Front 27

Generally a short "about" section, providing independent background on the issuing company, organization, or individual.

Back 27

Press Release Boilerplate

Front 28

"###" symbol. In other countries, other means of indicating the end of the release may be used, such as the text "ends".

Back 28

Press Release Close

Front 29

Name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person

Back 29

Press Release Contact Information

Front 30

a metaphor used to illustrate How information should be arranged or presented within a text, in particular within a news story.

Back 30

Inverted Triangle /Pyramid

Front 31

Typically only used for Sports organizations
Provides:
History
Statistical Records
Biographical Information

Back 31

Media Guides

Front 32

Used For:
Product launches
New company launch
Mergers and acquisitions
News conferences
Large events / Industry trade shows
Any other newsworthy events

Back 32

Press Kits

Front 33

Clipping services
Executive media training
Newswire services
Media Monitoring
Expert Source database placement
White Paper Syndication

Back 33

Ancilliary PR Resources

Front 34

Advertising Formula: Showing or explaining the facts or features

Back 34

The Demonstration

Front 35

Advertising Formula: Demonstrate what is currently wrong, and then showing the way to fix the problem.

Back 35

Show the Need

Front 36

Advertising Formula: Use some metaphor or exaggeration to demonstrate your point.

Back 36

Symbol or analogy

Front 37

Advertising Formula: Compare your point to something that is suboptimal.

Back 37

Comparison

Front 38

Advertising Formula: Weave a tale (true or fictional) to demonstrate your point.

Back 38

Exemplary story

Front 39

Advertising Formula: Show some beneficial outcome (which could be an exaggeration), and then demonstrate how your point resulted in that outcome.

Back 39

Benefit causes story

Front 40

Advertising Formula: Use a testimonial, often an authoritative figure or a trusted friend.

Back 40

Tell it

Front 41

Advertising Formula: over time, create some character who becomes recognized; this might be a company founder or a fictional character like Smokey the Bear, Who was used to instruct on preventing forest fires.

Back 41

Ongoing character

Front 42

Advertising Formula: Similar to Symbol or analogy, but use of images to drive the point instead of words.

Back 42

Exaggerated graphic

Front 43

Advertising Formula: Describe or show others who are following your point, especially others who your audience might want to emulate.

Back 43

Association or bandwagon

Front 44

Advertising Formula: Highlight something unique about your point or solution, something that can be more easily remembered or that can cause someone to do a double take.

Back 44

Unique Property

Front 45

Advertising Formula: Adapt something that is already familiar, like using a Jeopardy game instead of a quiz.

Back 45

Parody

Front 46

How the day is broken down for buying parts

Back 46

Dayparts

Front 47

The unduplicated number of individuals or households exposed to an advertising medium at least once during the average week for a reported time period.

Back 47

Reach

Front 48

Estimated % of the universe of TV households tuned to a program in the average minute.

Back 48

Rating

Front 49

Percentage of households using television who are tuned into a specific program, station or network at a given time.

Back 49

Share

Front 50

Any form of visual communication outside a consumers place of residence

Back 50

Out-Of-Home (OOH)

Front 51

Generic term for bulletins and posters

Back 51

Billboard

Front 52

Largest OOH vehicle (14' x 48' and larger)

Back 52

Bulletin

Front 53

Largest poster form (21' x 25') and most widely available size.

Back 53

30-sheet poster

Front 54

Smaller than 30-sheets, located maily on secondary arteruals and in urban neighborhoods

Back 54

8-Sheet Poster

Front 55

The basic unit of measurement in purchasing OOH. The total number of GRPs delivered to a market on a daily basis.

Back 55

Showing

Front 56

The gross number of exposure opportunities, per unit, per day against a given target audience. Provides the basis of all outdoor measurement

Back 56

Daily Effective Circulation (DEC)

Front 57

Cost Per Thousand

Back 57

CPM

Front 58

Cost Per Point (Based on Rating)

Back 58

CPP

Front 59

You should always buy "Run"

Back 59

FALSE!!!!!!

Front 60

You should never pay rate

Back 60

TRUE

Front 61

feelings, beliefs and knowledge that consumers have about brands.

Back 61

Brand Associations

Front 62

How an organization structures and names the brands within its portfolio

Back 62

Brand Architecture

Front 63

The brand's promise expressed in the simplest, most single-minded terms. Volvo=Safety

Back 63

Brand Essence

Front 64

Assumption of the number of people who actually read the paper. “Passed around” like in a family

Back 64

Readership

Front 65

No commitment price in advertising Highest Rate

Back 65

Open Rate

Front 66

The total cost for one or a series of commercials is divided by the projected audience shown in thousands

Back 66

CPM (cost per thousand)

Front 67

An advertising cost calculated by dividing the cost of one or a series of commercial by the size of the audience, expressed in rating points

Back 67

CPP (Cost Per Point)

Front 68

Nolan's Golden Rules

Back 68

Don’t buy the RUN
Don’t pay the Rate Card

Front 69

Search Engine Marketing
Display Advertising
E-Mail Advertising
Affiliate Marketing
Insteractive Advertising
Viral Marketing

Back 69

Internet Marketing Methods

Front 70

Search Engine Optimization
Paid Placement
Paid Inclusion

Back 70

Search Engine Marketing

Front 71

The process of making a site and its content highly relevant for both search engines and searchers.

Back 71

Search Engine Optimization

Front 72

Links from other sites

Back 72

Page Ranks

Front 73

A page will be ranked higher on Google if the sites that links to that page uses consistent anchor text, the text users click when clicking a link on a web page

Back 73

Google bomb

Front 74

Creating low-quality web pages that contain very little content but are instead stuffed with very similar key words and phrases. "Click here to enter"

Back 74

Gateway

Front 75

An advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website

Back 75

Pay per click (PPC)

Front 76

Marketers bid on keywords they believe their target market will type in the search when they are looking for your product or service.

Back 76

Paid Placement

Front 77

Refers to an intermediary, which serves between a group (network) of web sites (which want to host advertisements) and advertisers which want to run advertisements on those sites

Back 77

Ad sales networks

Front 78

a method of promoting web businesses (advertisers) where the affiliate is rewarded for every visitor, subscriber, customer, and/or sale provided through his/her efforts

Back 78

Affiliate marketing

Front 79

May take the form of funny video clips, interactive Flash games, advergames, images, or even text messages

Back 79

Viral marketing