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Promotion Midterm
| Question | Answer |
|---|---|
| marketing account executives are facing increasing pressures related to | accountability |
| the individual in charge of tide, bold, and cheer at P&G would be called | brand manager |
| in promoting a desired corporate or brand image, the most difficult would be to | modify a current image because it is not consistent with what the company wants to proect |
| when P&G introduce a new laundry detergent with a DIFFERENT BRAND NAME, it is an example of creating a | flanker brand |
| the member of the buyer center who actually utilizes items after they are purchased is the | user |
| the part of the media plan that reviews the fundamental marketing program is a | marketing analysis |
| american express travelers cheques are a form of | brand extension |
| which individual formulates a plan as to where and when ads should fun | the media planner |
| which component of an attitude displays the individuals intentions actions or behavior | conative |
| which component of an attitude contains the feelings or emotions a person has about a product | affective |
| a family brand is | one in which a company offers a series or group of products under one brand name |
| the first step in a promotion opportunity analysis is to | conduct a communications market analysis |
| when consumers begin to think of an advertisement as old or stale, the concept being illustrated is | wear out effects |
| basing a communications budget on sales from the previous year or anticipated sales for the next year is which method | percentage of sales |
| which concept explains that consumers may recall an ad and make a purchase because they have seen the ad several times | carryover effects |
| during a communication market analysis, a company learned that its brand is viewed as being of high quality. this info would have most likely been gathered during the analysis of | product positioning |
| the following are methods of segmenting consumer markets, except | distribution channel |
| if a company sends direct mail to only the zip codes of communities that match the firms best customer profiles, it is using which type of segmentation | geodemographic |
| the element of an advertisement that taps into or activates a persons value system is a | leverage point |
| which is probably best for creating an advertisement for a complex product | an in house advertising department |
| a message theme is | the key idea an advertisement conveys |
| in terms of the VALS2 typology, members of which group are successful, sophisticated receptive to new technologies? | innovators |
| successful ethnic marketing requires | understanding the various ethnic groups and writing marketing communications that speak to their specific values and cultures |
| the key go between for the advertising agency and a client company is usually the | account executive |
| puffery | the use of exaggerated claims about a product without making an overt attempt to deceive or mislead |
| in terms of advertising allocation, a flighting schedule is best for products that have | peak seasons at certain times in the year and are not purchased at all during other times of the year |
| from the methods listed below, the best method for building brand awareness is | advertising |
| which situation would be considered as a conflict of interest in the selection of an advertising agency | the advertising agency already represents a similar product or company |
| for a market segment to be viable, it should meet each of the following tests, except | the members of the market segment should be ambiguous |
| if a company wanted to make sure an integrated approach is used in marketing communications, then the best approach would be to | hire a full service agency |
| the first group of consumers targeted by apple for the introduction of the iPhone was | innovators |
| personal chemistry is a selection factor that should | be considered in the final stages of selection |
| in terms of the method of distribution of the advertising budget, the following are methods commonly used, EXCEPT | sporadic |
| increasing importance of IMC is driven by | fragmented and cluttered media, high cost of mass media, digital technology, increasing insistence by CEOs to measure the results of mktg investment, consumers (changing media habits) |
| integragted marketing communications | the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program which maximizes the impact on consumers and other end users at a minimal cost |
| marketing plan | situational analysis, marketing objectives, marketing budget, marketing strategy, marketing tactics, evaluation of performance |
| role of corporate image consumer perspective | positive assurance, unvamiliar settings, little or no previous experience, reduces search time, provides psychological reinforcement, social acceptance |
| when consumers beleve that most brands provide the same set of benefits/attributes | brand parity |
| contact point | any place where customers interact with or acquire additional information about a firm |
| family brand | a group of related products sold under one name |
| brand extension | the use of an established brand name on products or services not related to the core brand |
| flanker brand | the development of a new brand sold in the same category as another product |
| co branding | the offering of two or more brands in a single marketing offer |
| overt name | reveal what a company does (united airlines) |
| implied names | contain recognizable words or word parts that convey what a company does (fed ex) |
| conceptual names | capture the essence of what a company offers (google) |
| iconoclastic names | represent something unique, different, and memorable (apple, monster.com) |
| branding | provides quality assurance, reduces search time, allows a company to charge more, reduces brand parity, consumers choose a brand because it is salient, memorable, noteworthy |
| consumer decision making process | problem recognition > information search > evaluation of alternatives > purchase decision > post purchase evaluation |
| ingredient branding | placement of one brand within another brand, such as intel microprocessors in hp computers |
| cooperative branding | joint venture of two or more brands into a new good or service |
| complementary branding | is the marketing of two brands together to encourage co-consumption or co purchases, such as segrams 7 encouraging 7 UP as a compatible mixer |
| salient | when consumers are aware of the brand, have it in their consideration sets, regard the product as a good value, buy it or use it on a reg basis, and recommend it to others |
| cognitive maps | simulations of the knowledge structures embedded in an individuals brain |
| evoked set | consists of the set of brands a consumer considers during the information search and evaluation processes |
| inept set | part of a memory set that consists of the brands that are held in a persons memory but that are not considered because they elicit negative feelings |
| inert set | part of a memory set of brands that hold the brands that the consumer has awareness |
| derived demand | demand based on, linked to, or generated by the production and sale of some other good or service. |
| demographics | populations characteristics such as gender, age, education levels, income, and ethnicity |
| psychographics | patters of responses that reveal a persons activities, interest, and opinions (AIO) |
| carryover effects | the point at which a consumer has been exposed to the companies message for so long that, when the time comes to buy, the individual remembers the company |
| wear out effects | declines in advertising effectiveness that occur when an ad or marketing communication becomes "old" or "boring" |
| decay effects | declines in advertising effectiveness that occur when advertising stops and consumers begin to forget about the company |
| percentage of sales budget | a form of communications budgeting in which budgeting is based on sales from the previous year or anticipated sales for the next year |
| objective and task budget | ac communications budget in which management first lists all of the communications objectives to pursue during the year and then calculates the cost of accomplishing those objectives |
| message theme | an outline of the key idea(s) the advertising campaign conveys |
| leverage point | the key element in the advertisement that taps into, or activates, a consumers personal value system. |
| appeal | the approach used to design the advertisement that attracts attention or presents information to consumers through the use of humor, fear, sex, logic, or emotions. |
| executional framework | explains how the message will be delivered |
| advertising management program | the process of preparing and integrating a companies advertising efforts with the overall IMC message. consists of 4 activities |
| message theme | an outline of key ideas the advertising campaign conveys |
| leverage point | the key element in the advertisement that taps into, or activates, a consumers personal value system |
| executional framework | method used to deliver the advertising message |
| crowdsourcing | process of outsourcing the creative aspect of an advertisement to the public |
| top of mind brands | the brands that quickly come to mind when consumers are asked to identify brands from a product category |
| top choice | first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives |
| means end chain | an advertising approach in which the message contains a means to lead the consumer to a desired end state, such as a key personal value |
| visual esperanto | a universal language that makes global advertising possible for any good or service by recognizing that visual images are more powerful than verbal descriptions |
| severity | part of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be |
| message strategy | the primary tactic used to deliver the message theme |
| cognitive message strategy | the presentation of rational arguments or pieces of information to consumers |
| generic messages | direct promotions of product attributes or benefits without any claim of superiority |
| preemptive messages | claims of superiority based on a specific attributee or benefit of a product that preempts the competition from making the same claim |
| hyperbole | making an untestable claim based upon some attribute or benefit |
| affective message strategies | ads designed to invoke feelings and emotions and match them with the good, service, or company |
| emotional advertising | attempting to elicit powerful emotions that eventually lead to a brand recall and choice |
| conative message strategy | advertisements that are designed to lead directly to some type of soncumer response |
| executional framework | the manner in which an ad appeal is presented |
| variablility theory | a theory stating that when a consumer sees the same advertisement in different environments, the ad will be more effective. |
| media strategy | the process of analyzing and choosing media for an advertising and promotions campaign |
| media planner | the individual who formulates the media program stating where and when to place advertisements |
| media buyer | the person who buys the media space and negotiates rates, times, and schedules for the ads |
| spot ad | a one time ad placed on a local television station |
| reach | the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period |
| frequency | the average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specified time period |
| opprotunities to see (OTS) | the cumulative exposures to an advertisement that are achieved in a given time period |
| gross rating points (GRPs) | a measure of the impact or intensity of a media plan |
| cost per thousand (CPM) | the dollar cost of reading 1,000 members of the media vehicles audience |
| ratings | a measure of the percentage of a firms target market that is exposed to a show on television or an article in a print medium |
| cost per rating point (CPRP) | a measure of the efficiency of a media vehicle relative to a firms target market |
| weighted (or demographic) CPM | a measure used to calculate whether an advertisement reached the target market effectively |
| continuity | the schedule or pattern of advertisement placements within an advertising campaign period |
| gross impressions | the number of total exposures of the audience to an advertisement |
| intrusion value | the ability of media or an advertisement to intrude upon a viewer without his or her voluntary attention |
| effective reach | the percentage of an audience that must be exposed to a particular message to achieve a specific objective |
| effective frequency | the number of times a target audience must be exposed to a message to achieve a particular objective |
| media multiplier effect | the combined impact of using two or more media is stronger than using either medium alone |
Created by:
lscott89