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31 Cards in this Set
- Front
- Back
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What are the two components of brand knowledge?
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Brand awareness and brand image
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What is brand awareness?
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Whether a company name comes to mind when thinking of an industry
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What is the brand awareness pyramid?
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Unaware, Brand Recognition, Brand Recall, Top of Mind (TOMA)
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What is brand image?
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associations when thinking of a particular brand
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What are the four types of associations?
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type, favorability, strength, and uniqueness
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What are the five personality dimensions of a brand?
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Sincerity - truthful, open, honest
Excitement - feeling of rush Competence - reliable, successful Sophistication - charm/class Ruggedness - tough/outdoorsy |
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What are the three approaches to brand equity?
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1) speak-for-itself - usage drives demand
2) message-driven - claims 3) leveraging - using world associations |
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What are the ways you can leverage meaning by connection?
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1) Other Brands
2) Place 3) Things 4) People |
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What are five metrics used for ROMI?
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1) incremental sales revenue
2) changes in brand awareness 3) total sales revenue (campaign) 4) changes in purchase intent 5) changes in attitude towards the brand |
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What are the six tools of persuasion?
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Reciprocation, Commitment/consistency, Social proof, liking, authority, scarcity
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What are the roles of MarCom?
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Inform, Persuade, Remind
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Why is MarCom important?
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only point of differentiation
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What is semiotics?
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The study of implied meaning in signs/symbols, using both the sender's communication and receiver's background
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What makes up a good positioning statement?
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1) should reflect a brand's competitive advantage
2) should motivate consumers to action |
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What are the three categories of consumer needs?
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functional
symbolic - associate brand with desired group/role/image experiential - provides sensory pleasure, variety |
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Whats the CPM?
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Consumer Processing Model - information processing
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What is HEM?
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hedonic, experiential model - driven by emotions
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What are the steps to CPM?
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exposure, attention, comprehension. agreeing, retaining, retrieving, deciding, acting
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What is the dual coding theory?
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pictures are encoded as images and messages, while text is encoded as messages
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What is incongruity resolution?
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something that doesn't make sense and motivates you to figure it out
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What is the sequence in which attitudes form?
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Cognitives - person's mental images, understanding, and interpretations
Affective - feeling/emotions about something Conative - individuals intentions, actions or behavior |
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What is the means-end chain?
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linkage of end state (personal value) achievement with product
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What is MECCAS?
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Means-End Conceptualization of Components for Advertising Strategy. Five elements:
product attributes consumer benefits leverage points - transformation of ad msg into a personal value personal values executional framework |
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What are the types of advertising appeals?
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Fear - most effective as means of enhancing motivation to process message (guilt - motivation leading to reduction focused on past/future failures)
Humor - should be directly connected to product's benefits, don't make it at someone's expense sex - subliminal, nudity, sexual suggestiveness, overt sexuality, sensuality. must be integral to product sold music - gains attention and increases retention/persuasiveness rationality - most effective when consumers have high involvement and willing to pay attention emotions - 3 ideas: 1) consumers ignore advertisements 2) rational appeals unnoticed unless looking for product 3) emotional adv. can capture attention and develop attachment to brand scarcity |
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What are the elements of an ad?
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Headline - promise of benefit
Subheadline - spelling out of promise Amplification - unique selling proposition Proof of the claim Action to take |
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What is the cognitive message strategy?
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presentation of rational arguments. 5 forms of strategies
1) generic message - used for market leader - brand=product 2) Preemptive message - claims of superiority before competition can use it 3) Unique selling proposition - explicit testable claim of uniqueness/supriority 4) Hyperbole - untestable claim based on something 5) Comparative Advertisements - comparisons |
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What is spontaneous trait transference?
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relating what speaker is saying to his (usually negative) to his personality
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What is affective message strategies?
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invokes feeling/emotions and matches them with product
2 categories: 1) resonance - connect product with consumer's experience to develop stronger ties 2) emotional - elicit powerful emotions leading to product recall and choice |
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What is conative message strategies?
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lead to direct consumer behavior
Action-induced conative advertisements - knowledge/liking may come after purchase (impulse) Promotional support conative advertisements - designed to support other promo efforts |
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What is the hierarchy of effects model?
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Steps a buyer has to go through to purchase.
6 steps: Awareness Knowledge Liking Preference Conviction Purchase Think (2) -> Feel (3) -> Do (1) |
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What is the FCB grid?
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matches involvement, thinking, and feeling aspect in a decision
4 quadrants: 1) High Importance Rational - willing to spend time to learn and want lots of information 2) High Importance Emotional - generate emotional response and create and image 3) Low involvement Rational - differentiation and reminder ads 4) Low involvement Emotional - lifestyle |
