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BC&J 341 Exam 1
Terms in this set (52)
paid, non-personal communication about an organization, product, service or idea designed to persuade or influence behavior.
1. creates awareness and generates interest
2. communicates product information so consumers understand product benefits
3. Differentiates brands and allows non-price competition
4. increases brand awareness, preference, and loyalty
5. sells products
What 5 things does advertising do?
2. Public Relations
3. Internet/interactive promotion
4. sales promotion
5. personal selling
6. event/entertainment marketing
What are the 6 elements in the promotion mix?
Use all forms of marketing communication and develop synergy (connection) between all forms of marketing communication in order to provide maximum impact for the brand
What is the role of integrated marketing communications?
What are the 4 product lifestyle stages?
generate product awareness and encourage trial
What happens in the introduction lifestyle stage?
differentiate product and build brand image
What happens in the growth lifestyle stage?
build preference and increase market share
What happens in the maturity lifestyle stage?
maintain market share and consumer loyalty & develop new uses
What happens in the decline lifestyle stage?
Ad agency that is housed within the marketer's corporation
Separate ad agency that is contracted by marketer to handle advertising function
Department that manages the advertising process; represent the agency to the client and the client to the agency
Department that develops and produces all forms of advertising
Department that determines where the ad will run and purchase advertising time/space
Department that handles all research needs at every stage of the advertising process
Department w/ operational specialization (billing and accounting, etc.)
1. Account Management
What are the 5 advertising departments?
What are the 3 ways to compensate an agency?
Compensation based on fee-structure (work done)
Compensation based on how well the ad performed against an agreed-upon goal(s).
Compensation based on media commission
Name, term, sign, design, or sound intended to identify the goods or services of one seller and differentiate them from those of the competition
1. Reduces Risk (or creates trust)
2. Less thinking/consideration needed for each purchase
4. Psychological satisfaction
4 reasons why consumers buy brands...
creating and maintaining a positive and relevant brand image and associations through communications
What are the two elements of a brand?
Element of a brand that focuses on their opinion of WHAT they know about the brand and what it does
Element of a brand that focuses on their opinion of WHO the brand is and how it makes them feel
Personality of the brand that incorporates the physical and psychological characteristics
Where the brand is positioned IN THE MIND OF THE CONSUMER
Term that involves how value is created and maintained through effective communication
Brand extension is extending a brand name to a completely new product in a related category (Arm & Hammer products), and a flanker involves making a small change to an existing product to add excitement or bring in niche market(s) with specialized needs
What is the difference between a brand extension and flanker?
research that has already been done (usually by a research firm)
original research done to answer specific questions about the market/consumer/advertising
exploratory and/or directional research that is not predictive (ex: focus groups)
predictive research based on statistical probabilities and adequate sample sizes
Research done to learn about the market in which our product competes (market needs, competitors, pricing)
1. Secondary-- census data, internet, trade association research, etc.
2. Primary--Qualitative research (focus groups, depth interviews, etc.)
3. Quantitative-- Surveys, observation, etc.
Types of market research...
Research done to learn about current users or potential users to determine who to address advertising to and what is important to them
1. Secondary-- MRI/Simmons Syndicated Research
Demographic profiles (ex: PRIZM)
Generational or lifestage image
Types of consumer research....
Research used to determine the best/most persuasive message for our target
1. Primary research-- Focus Groups,
Depth interviews, Projective techniques/motivational studies (ex: story completion, role playing, etc.)
Types of strategy research...
Test of ads before they run in the media to see if they communicate effectively or to see which of several ad options communicates the best
Biometric tests (ex: brain wave or eye movement research) Portfolio tests/theater tests
Dummy vehicles/web sites
On-air tests (cable)
Types of pretests...
Research done to help us determine the best place to run our ads
Primary ---MRI, Simmons syndicated audience research
Media usage research (ex: Nielsen, Alliance for Audited Media, etc.)
Types of media research...
Research done to establish how well the advertising is working and/or actually worked and whether goals are being/were met
Secondary Research---Syndicated sales research (sales results, market share)
Primary Research---Tracking studies - tracks change throughout campaign
Inquiry counts - must include response mechanism
Recognition and recall
Single-source data - combination of consumer, media and purchase research
Types of Posttests...
Breaking up the overall market into smaller segments that have similar characteristics, behaviors, and have a need or use for your brand
What are the three types of segmentation used to develop the target market profile?
Segmentation that defines buyers based on where they live (region, county size, state, neighborhood, zipcode)
Segmentation that defines buyers based on quantifiable and social economic factors (age, gender, race/ethinicity, income, marital status, family size, occupation, languages spoken in home)
Segmentation that defines buyers based on psychological and lifestyle variables that impact consumer behavior (motivations, values, beliefs, opinions, interests, activities)
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