Promotional Strategy Exam 2

Front 1

You can target specific audiences with 4 measurable characteristics.

Back 1

1. Demographics
2.Geodemographics
3.Psychographics
4.Behaviorgraphics

Front 2

_________:describe how people behave with respect to a particular product category or class of related products

Back 2

Behaviorgraphics

Front 3

______:tracks the online site-selection of behavior of users so as to enable advertisers to serve targeted ads

Back 3

Online Behavioral Targeting

Front 4

__________:describe aspects of consumers' psychological makeups and lifestyles as they relate to buying behavior in a particular product category
-attitudes
-values
-motivations

Back 4

Psychographics

Front 5

______:Contain questionnaire items related to the unique characteristics of the product category
-are typically customized to the client's specific product category

Back 5

Customized Psychographic Profiles

Front 6

________: can be purchased as "off-the-shelf" psychographic data from services that develop psychographic profiles of people independently of any particular product or service

Back 6

General Purpose Psychographic Profiles

Front 7

________:consumers who reside within geographic clusters such as zip codes or neighborhoods also share demographic or lifestyle similarities

Back 7

Geodemographics

Front 8

Demographic Segments

Back 8

Preschoolers (5 yrs or younger)
Elementary School aged children (6-11)
Tweens (8-12)
Teenagers (13-19)
Young Adults (20-34)
Middle Aged (35-54)
Mature Consumers (55 yrs and older)

Front 9

Millennial Generation or Generation Y
Highly Conformist, narcissistic, and fickle consumers

Back 9

Teenagers

Front 10

Generation X (Baby Busters)
Yup & Comers, Bystanders, Playboys and Drifters

Back 10

Young Adults

Front 11

Highly social and influenced by peer groups and leaders

Back 11

Tweens

Front 12

Younger baby boomers and older Gen Xers
-Target category for luxury goods and youth

Back 12

Middle- Aged

Front 13

Are 23% of the population
-Have highest discretionary income and most assets
-Healthy Hermits, Ailing Outgoers, Frail Recluses and Healthy Indulgers

Back 13

Mature Consumers

Front 14

what type of products are important to mature/older consumers?

Back 14

Financial, Experiential, safety/comfort, health-related

Front 15

What types of appeals are used for mature/older consumers?

Back 15

Stay young in spirit, possibilities still exist, happiness vs. money

Front 16

What is the mots profitable demographic segment?

Back 16

FEMALES! approx 6$ trillion spending market

Front 17

__________:the key feature, benefit or image that the brand stands for in the target audience's collective mind

Back 17

Positioning

Front 18

_______:the central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands

Back 18

Positioning Statement

Front 19

________: the study of signs and analysis of meaning producing events

Back 19

Seminotics

Front 20

Meaning is a constructive process determined by two things

Back 20

1. The message source's choice of communication elements
2.The receiver's unique social-cultural background and mind-set at the time of exposure to a message

Front 21

_______: words, visualizations, tactile objects and anything else perceivable by the senses
-has a constructed meaning to the receiver (interpreter) that is both idiosyncratic and context dependent

Back 21

Sign

Front 22

________: to have consumers interpret messages exactly as they are intended

Back 22

Marcom's Positoning Goal

Front 23

____:are the thoughts and feelings evoked within a person when presented with a sign in a particular contex

Back 23

Meanings

Front 24

_______: represent the sum total of a person's experiences that are stored in memory

Back 24

Perceptual fields

Front 25

_______: the process through which people learn cultural values, form beliefs and become familiar with the physical manifestations or artifacts of these values and beliefs

Back 25

Socialization

Front 26

An effective positioning statement must have 3 things

Back 26

1. Conveys a consistent message
2.Defines a brand's competitive advantage
3.Motivates consumers to action.

Front 27

3 benefit positioning needs

Back 27

1. Functional Needs
2.Symbolic Needs
3. Experiential Needs

Front 28

___________:Positioning communicates that the brand's benefits are capable of solving consumer's consumption-related problems

-it has to work

Back 28

Functional Needs

Front 29

________:positioning attempts to associate brand ownership with a desired group, role, or self-image

Back 29

Symbolic Needs

Front 30

______________:positioning promotes brand's extraordinary sensory value or rich potential for cognitive stimulation

Back 30

Experiential Needs

Front 31

Two attribute positioning

Back 31

1. Product- Related
2. Non-Product Related (usage and user imagery)

Front 32

Why reposition a brand? 4 reasons.

Back 32

1. Increase competitiveness
2. Extend product life cycle
3.Refresh Brand Image
4.Enter New market segments

Front 33

The CAN elements of Creative Ads

Back 33

1. Connectedness
2. Appropriateness
3. Novelty

Front 34

6 Common elements of Sticky Ads

Back 34

1. Simplicity
2.Concreteness
3.Emotionality
4. Storytelling
5. Credibility
6.Unexpectedness

Front 35

_____:is the essence of a message and the reward to the consumer for investing his or her time attending to an advertisement

Back 35

Value Proposition

Front 36

____________:appeals to consumer's needs for tangible, physical and concrete benefits

Back 36

Functionally Oriented Advertising

Front 37

__________:advertising directed to psychosocial needs

Back 37

Symbolically or Experientially Oriented Advertising

Front 38

__________:advertising that does not necessarily use any particular type of appeal to consumers but is designed to achieve an advantage over competitors in the same product category

Back 38

Category- Dominance Advertising

Front 39

_______:identifying an important difference that makes a brand unique and supports a claim that competitors cannot match

Back 39

Unique Selling Proposition

Front 40

_______:developing an image or identity for a brand by associated the brand with symbols that provide a transformational context

Back 40

Brand Image

Front 41

_________: attempting to match "patterns" in an advertisement with the target audience's stored experiences

Back 41

Resonance

Front 42

_____________:aiming to reach the consumer at a visceral level through the use of emotional strategy

Back 42

Emotional

Front 43

__________:making no attempt to differentiate the dominant brand from competitive offerings or to claim superiority

Back 43

Generic

Front 44

________: Making a generic-type claim but doing so with an assertion of superiority

Back 44

Preemptive

Front 45

____________: Represents the linkages among brand attributes, the consequences obtained from using the brand and "consuming" the attributes, and the personal values that the consequences reinforce

Back 45

Means-End Chain

Front 46

_____:features or aspects of advertised brands

Back 46

Attributes

Front 47

___________:what consumers hope to receive (benefits) or avoid (detriments) when consuming brands

Back 47

Consequences

Front 48

________:enduring beliefs people hold regarding what is important in life

Back 48

Values

Front 49

Ten Universal Values

Back 49

1. Self Direction
2. Stimulation
3. Hedonism
4. Achievement
5. Power
6. Security
7. Conformity
8.Benevolence
9.Tradition
10.Universalism

Front 50

_______: is used to identify linkages between attributes (A) consequences (C) and values (V)

-Constructs a hierarchy, or ladder of relations between a brand's attribute and consequences and consumer values
-attempts to get at the root or deep reasons why individual consumers buy certain products and brands

Back 50

Laddering Research Technique

Front 51

__________:successful, sophisticated, take-charge with high-self esteem

Back 51

Innovator

Front 52

_______:mature, satisified, comfortable, and reflective; valuing order, knowledge, and responsibility and motivated by ideals

Back 52

Thinkers

Front 53

______:Conservative, conventional with concrete beliefs based on traditional, established codes: family, religion, community, and the nation, motivated by ideals

Back 53

Believers

Front 54

______:Motivated by the desire for achievement: have goal-oriented lifestyles and a deep commitment to career and family

Back 54

Achievers

Front 55

___________: trendy and fun loving. Motivated by achievement out of concern about the opinions and approval of others.

Back 55

Strivers

Front 56

_______:motivated by self expression; are young, enthusiastic and impulsive consumers: quickly become enthusiastic about new possibilities but are equally quick to cool.

Back 56

Experiencers

Front 57

________:Motivated by self-expression: express themselves and experience the world by working on it and have enough skill and energy to carry out their products successfully

Back 57

Makers

Front 58

____:Live narrowly focused lives, with few resources with which to cope, often believe that the world is changing too quickly, are comfortable with the familiar and are primarily concerned with safety and security

Back 58

Survivors

Front 59

Write the box of outcomes of proposed positioning

Back 59

Promote Competitors- Winner
Loser- Sutr