Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
9 Cards in this Set
- Front
- Back
|
1. Creative ads make a connection with the target audience 2. Creative ads have an element of unexpectedness 3. Creative ads use mischief in the form of tricks, pranks and playfully naughty behavior to keep the audience interested 4. Creative ads provide concrete images 5. Creative ads use storytelling 6. Creative ads build momentum |
Elements of creativity in advertising: |
|
|
1. Build brand awareness 2. Communicate product benefits 3. Encourage trial purchases 4. Create, change, or reinforce consumer's attitudes about a brand 5. Attain brand loyalty |
Desired results of an advertising campaign: |
|
|
- Identify and define the problem - Develop the research design - Determine the method for collecting data - Collecting the data - Analyze the data - Report and present the data |
Steps in marketing research: |
|
|
Survey Focus group Observation |
Types of primary market research: |
|
|
- Internal company reports - Trade and professional association - Nonprofit organization - Government reports - Business website - News and media sources |
Secondary market research sources: |
|
|
- marketing research reduces the risk of doing business - marketing research helps a company identify threats and opportunities - marketing research guides a company's communication with consumers - marketing research helps companies track their progress |
Benefits of marketing research: |
|
|
- marketing research is not an easy task - gathering and processing data can be very expensive and time consuming - the value of the research findings depends on the accuracy of the data collected - marketing research does not guarantee success - marketing research data must be protected |
Limitations of marketing research: |
|
|
- coupons - price deals - rebates - premiums - loyalty marketing programs - sampling - contests and sweepstakes - point-of-purchase displays |
Consumer sales promotion: |
|
|
- push money
- deal loader
- trade allowance
- sometimes manufacturers will offer retailers free merchandise instead of a buying allowance
- to ensure that its products are being described and demonstrated properly,some manufacturers will provide product and sales training for retail personnel |
Trade sales promotion: |
