mktg 480 test two

means means by which firms attempt to inform, persuade, and remind consumers about brands

• exposure. attention. comprhension. yielding. intentions. behavior.
• each step is succesfully accomplished at 50%

any paid form of nonpersonal presentation by an identified sponsor

positioning of an ad

the way the ad expresses teh brand claims

a sample of consumers are exposed to a candidate ad and their reactions are gauged in some manner

• identify your brand early
• identify often
• promise the listener early
• repeat often

uses mail, telephone, internet, or other non-personal tools to communicate or solicit a response from specific customers

• broadly defined category that captures advertising outside traditional media
• billboards, movies, airlines, lounges, product placement, point of purchase

short term incentives to encourage trial or usage of a product or service

is a public sponsorship of events or activities related to sports, art, entertainment, or social causes

• 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

non-personal comminucations such as press releases, media interviews, press confrerences, feature articles, newsletters

creation of consumer word of mouth

face-to-face interaction with one or more perspective purchasers for the purpose of making sales

proportion of the audience reached by each communication option, as well as how much overlap exists among communication

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

consistency and comprehensiveness of the brand

the extent to which different associations and linkages are emphasized across communication options

provide different information within a communication option to appeal to different consumers

provide information that is rich or ambiguous enough to work regardless of prior consumer knowledge

• borrowing brand equity from another entity
• countries, countries, channels, other brands, characters, spokesperson, events, awards

• awareness
• meaningfulness
• transferability

leveraging with entities that have desired brand associations

choosinga brand to leverage because it allows for departure for the brand

occurs when two or more existing brands are combined into a joint product or marketed togther in some fashion

creation of brand equity for materials, components, or parts that necesarily contained within other branded products

creates contractual arrangements whereby firms can use the names, logos, characters,and so forth of other brands to market their own brands

liscensing of company names, logos, or brands for various often unrelated products

identify possible brand associations and sources of brand equity

test where inkblots are used to peer into one's suboncious and unconscious

typically employs various types of scale questions from which reserachers can draw numerical representations and summaries

requires consumers to identify the brand under a variety of circumstances and can rest on the identification of any brand elements

consumers must retrieve brand element from given a related cue or probe

• unaided idenitifies stringest of brands
• aided uses various cues to help consumer recall

descriptive thoughts a person holds about something

• determines the percieved relative images of a set of objects, such as products or brands
• determines uniquesness

measures a brand's strenth, depth, and durability of thge consumer-brand relational bond

• 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

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

use experiments in which consumers respond to changes in elements of the marketing program or marketing activity for the target brand or competitive brands

a brand that is the perceipeved representative of the category

is a survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands

the value each consumer places on a particular attribute level

place an overall value on the brand in either abstract utility terms or concrete terms.

examines the value of a brand by subtracting consumers' preferences for the brand based on physical product attributes alone

difference between subjectively placed values and objectively measures attributes levels

difference between subjectively percieved attribute values and objectively overall preference

intangible assets that augment the earningpower of a firm

• market segmentation
• financial analysis
• demand analysis
• competitive benchmarking
• brand vale calculation npv