mktg 480 test two

  1. marketing communications
    means means by which firms attempt to inform, persuade, and remind consumers about brands
  2. six steps to attention
    • exposure. attention. comprhension. yielding. intentions. behavior.
    • each step is succesfully accomplished at 50%
  3. advertsising
    any paid form of nonpersonal presentation by an identified sponsor
  4. message strategy
    positioning of an ad
  5. creative strategy
    the way the ad expresses teh brand claims
  6. copy testing
    a sample of consumers are exposed to a candidate ad and their reactions are gauged in some manner
  7. critical ad points
    • identify your brand early
    • identify often
    • promise the listener early
    • repeat often
  8. direct repsonse
    uses mail, telephone, internet, or other non-personal tools to communicate or solicit a response from specific customers
  9. out of home advertsising
    • broadly defined category that captures advertising outside traditional media
    • billboards, movies, airlines, lounges, product placement, point of purchase
  10. sales promotions
    short term incentives to encourage trial or usage of a product or service
  11. event marketing
    is a public sponsorship of events or activities related to sports, art, entertainment, or social causes
  12. event sponsorship rationale
    • identify with particular market
    • increase awareness of company
    • reinfornce perceptions
    • enhance image
    • evoke feeling or experience
    • express commitment to community
    • entertain key clients or employees
    • permit merchandising or promotional opportunities
  13. publicity
    non-personal comminucations such as press releases, media interviews, press confrerences, feature articles, newsletters
  14. buzz marketing
    creation of consumer word of mouth
  15. personal selling
    face-to-face interaction with one or more perspective purchasers for the purpose of making sales
  16. coverage
    proportion of the audience reached by each communication option, as well as how much overlap exists among communication
  17. contribution
    inherent ability of a marketing communication to create the desired response and communication effect from consumers in the abscense of exposure to any other communication option
  18. commonality
    consistency and comprehensiveness of the brand
  19. complementarity
    the extent to which different associations and linkages are emphasized across communication options
  20. multiple information provision strategy
    provide different information within a communication option to appeal to different consumers
  21. broad information provision strategy
    provide information that is rich or ambiguous enough to work regardless of prior consumer knowledge
  22. leveraging secondary brand knowledge
    • borrowing brand equity from another entity
    • countries, countries, channels, other brands, characters, spokesperson, events, awards
  23. factors for leveraging (3)
    • awareness
    • meaningfulness
    • transferability
  24. commonality in leveraging
    leveraging with entities that have desired brand associations
  25. complementarity in leveraging
    choosinga brand to leverage because it allows for departure for the brand
  26. co-branding
    occurs when two or more existing brands are combined into a joint product or marketed togther in some fashion
  27. ingredient branding
    creation of brand equity for materials, components, or parts that necesarily contained within other branded products
  28. liscensing
    creates contractual arrangements whereby firms can use the names, logos, characters,and so forth of other brands to market their own brands
  29. corporate trandemark liscensing
    liscensing of company names, logos, or brands for various often unrelated products
  30. qualitative research techniques
    identify possible brand associations and sources of brand equity
  31. rorschach test
    test where inkblots are used to peer into one's suboncious and unconscious
  32. quantitative reserach
    typically employs various types of scale questions from which reserachers can draw numerical representations and summaries
  33. recognition
    requires consumers to identify the brand under a variety of circumstances and can rest on the identification of any brand elements
  34. recall
    consumers must retrieve brand element from given a related cue or probe
  35. aided vs unaided cues
    • unaided idenitifies stringest of brands
    • aided uses various cues to help consumer recall
  36. beliefs
    descriptive thoughts a person holds about something
  37. multimensional sealing
    • determines the percieved relative images of a set of objects, such as products or brands
    • determines uniquesness
  38. brand relationship quality
    measures a brand's strenth, depth, and durability of thge consumer-brand relational bond
  39. brand relationship quality factors (6)
    • interdependanc - in daily life
    • self concept connection - identity deliverances
    • commitment - dedication to continues brand association
    • love - aodration toward the brand
    • intimiacy - a sense of deep familiarity with a brand
    • partner quality - trust aith
  40. comparitive methods
    research studies or experiments that examine consumers attitudes and behavior toward a brand to directly estimate the benefits arising from having a high level of awareness and strong favorable unique brand associations
  41. brand based comparitive approaches
    use experiments in which consumers respond to changes in elements of the marketing program or marketing activity for the target brand or competitive brands
  42. exemplar
    a brand that is the perceipeved representative of the category
  43. conjoint analysis
    is a survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands
  44. part worth
    the value each consumer places on a particular attribute level
  45. hollistic method
    place an overall value on the brand in either abstract utility terms or concrete terms.
  46. residual approach
    examines the value of a brand by subtracting consumers' preferences for the brand based on physical product attributes alone
  47. perception biased component
    difference between subjectively placed values and objectively measures attributes levels
  48. non-attribute preference component
    difference between subjectively percieved attribute values and objectively overall preference
  49. goodwill
    intangible assets that augment the earningpower of a firm
  50. interbrand valuation (5)
    • market segmentation
    • financial analysis
    • demand analysis
    • competitive benchmarking
    • brand vale calculation npv
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mktg 480 test two