question

marketing

answer

the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual/organizational objectives

question

marketing exchange

answer

in order to have an exchange: -two parties with something of value -desire to give that something up -means of communication

question

value

answer

the consumer's perception of all of the benefits of a product or service weighed against all the costs of acquiring it and consuming it

question

marketing mix

answer

product, price, place, and promotion

question

IMC (Integrated Marketing Communications)

answer

the process of coordinating various promotional elements and other marketing activities to communicate with consumers

question

brand identity

answer

includes: name, logo, symbols, design, packaging, performance, and image/associations

question

promotion

answer

the coordination of all seller initiated efforts to set up channel of information and persuasion in order to sell goods or services

question

promotional mix

answer

1. Advertising 2. Direct Marketing 3. Digital/Internet Marketing 4. Sales Promotion 5. Public Relations 6. Personal Selling

question

advertising

answer

paid, non-personal communication about an organization/product/service with an identified sponsor

question

mass media

answer

TV, radio, newspaper, billboard, magazines

question

primary demand advertising

answer

stimulates demand for a general product of industry

question

selective-demand advertising

answer

creates demand for a specific company's brand

question

business to business advertising

answer

targets individuals who buy or influence the purchase of industrial goods or services for their companies

question

professional advertising

answer

targets professionals, encouraging them to use a company's product in their business operations

question

trade advertising

answer

targets marketing channel members encouraging them to stock, promote, and resell the manufacturer's branded products to their consumers

question

digital/internet marketing

answer

interactive media, social media, and mobile marketing

question

sales promotion

answer

marketing activities that provide extra value or incentives to the sales force, retailers, and/or ultimate consumers

question

undifferentiated marketing

answer

ignoring segmented markets and offering one product to the entire market

question

differentiated marketing

answer

marketing in many segments with different marketing strategies

question

concentrated marketing

answer

selecting one segment and capture most of the market in that segment

question

positioning

answer

fitting a product or service to segments that set it apart from competition

question

positioning strategies

answer

1. attributes and benefits 2. price/quality 3. use/application 4. product class 5. product users 6. competitors 7. cultural symbols

question

direct channels

answer

sell directly to consumer, used when selling expensive/complex products

question

indirect channels

answer

sell to network of wholesalers or retailers

question

promotional push

answer

strategies to persuade retailers to stock merchandise and promote products to consumers

question

promotional pull

answer

strategies to advertise to consumers, create an increase in demand for the product, and encourage retailers to stock more of the product

question

consumer behavior

answer

processes and activities people engage in when selecting, buying, using, evaluating, and disposing of products or services

question

sources of problem recognition

answer

1. out of stock 2. dissatisfaction 3. new needs/wants 4. related purchases 5. market-induced recognition 6. new products

question

internal search

answer

consumers scan information stored in memory to recall past experiences and/of knowledge regarding various purchase alternatives

question

external search

answer

1. internet sources/reviews 2. personal sources: friends, family, coworkers 3. marketer-controlled sources: ads and displays 4. public sources: articles , newspaper 5. personal experience

question

perception

answer

how a consumer receives, selects, organizes, and interprets information

question

perception process

answer

1. sensation - immediate response 2. select information 3. interpret information - organize and categorize

question

selective perception

answer

1. selective exposure 2. selective attention 3. selective comprehension 4. selective retention

question

evoked set

answer

a subset of all the brands or products that the consumer thinks can solve a problem or satisfy a need

question

evaluation criteria

answer

objective (functional) vs. subjective (psychosocial)

question

reference groups

answer

a group whose perspectives or values are being used as the basis of one's judgements, opinions, and actions

question

IMC objectives

answer

statements of what various aspects of IMC program will accomplish

question

value of objectives

answer

1. measurement and evaluation 2. planning and decision making 3. communications

question

marketing objectives

answer

statements of what is to be accomplished by the overall marketing program within a given time period

question

characteristics of objectives

answer

1. specific measurable outcomes 2. quantifiable 3. timeframe 4. well-defined target audience 5. realistic and attainable

question

sales-orientated objectives

answer

1. primary goal is increased sales or market share 2. spending should produce quantifiable results 3. investments require economic justification

question

communications objectives

answer

1. goal is creating favorable predisposition 2. increased brand knowledge, interest, and favorable attitude/image 3. immediate response not expected

question

factors influencing sales

answer

1. technology 2. competition 3. advertising 4. distribution 5. price 6. product quality 7. economy

question

carryover effect

answer

money spent on advertising does not necessarily have an immediate impact on sales

question

communication tasks

answer

1. cognitive - ads provide info and facts 2. affective - ads change feelings 3. connotative - ads stimulate desires 4. brand knowledge/awareness 5. favorable image/attitudes 6. purchase intentions and purchase

question

top-down budget

answer

top management sets the spending limit; promotion budget set to stay within spending limit

question

bottom-up budgeting

answer

promotion objectives are set; activities needed to achieve objectives; costs of promotion activities are budgeted; promotion budget approved by management

question

top-down methods

answer

1. affordable method 2. ROI 3. competitive parity 4. percentage of sales 5. arbitrary allocation

question

build up approach

answer

1. define objectives 2. determine task required 3. estimate required expenditures 4. monitor performance 5. reevaluate objectives

question

advertising objectives

answer

1. communicates information 2. source of entertainment, fascination, fantasy, and irritation 3. creates images and positions a brand in consumers' minds

question

creative strategy

answer

what the advertising message will say/communicate

question

creative tactics

answer

how the message strategy will be executed

question

advertising creativity

answer

the ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems

question

divergent creativity

answer

refers to the extent to which an ad contains elements that are novel, different, or unusual

question

determinants of divergence

answer

1. originality 2. flexibility 3. elaboration 4. synthesis 5. artistic value

question

relevant creativity

answer

the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer

question

brand-to-consumer relevance

answer

situations where the advertised brand is of personal interest to consumers

question

guidelines for creative advertising

answer

the product is positioned clearly and simply with a clinching benefit, a power idea, or a brand personality.

question

creative process

answer

1. preparation 2. incubation 3. illumination 4. verification

question

background research

answer

1. read anything related to the product 2. use the product 3. listen to what people are saying 4. conduct product studies 5. work in client's business 6. ask everyone involved for information

question

verification

answer

objective: evaluate ideas, reject inappropriate, refine the remaining techniques: focus groups, use storyboards, viewer reaction

question

general pre-planning input

answer

any general reading materials that provide useful information

question

product-specific pre-planning input

answer

specific studies on the product, qualitative and quantitative consumer research

question

ad campaign

answer

a set of interrelated and coordinated marketing communications activities that center on a single theme/idea

question

campaign theme

answer

a strong idea that will be communicated in all the advertising and other promotional activities

question

slogan/tagline

answer

reduces the key theme to a few words or a brief sentence

question

creative brief

answer

contains 1. problems/issues ads must address 2. advertising and communications objectives 3. target audience 4. major selling idea 5. creative strategy statement 6. supporting information

question

major selling idea

answer

the central theme of the ad campaign 1. find inherent drama 2. use a unique selling position 3. positioning 4. create a brand image

question

unique selling proposition

answer

1. each advertisement must make a proposition 2. the proposition must be one that the competition cannot offer 3. promise must be strong

question

advertising appeals

answer

the approach used to attract the attention of consumers

question

execution style

answer

the way an appeal is turned into an advertising message

question

types of appeals

answer

informational/rational: emphasis on features/ benefits of using the product, comfort, convenience, economy, dependability, performance emotional: relates to a consumer's psychological needs and emotions

question

transformational ads

answer

ads that create feelings, meanings, images, and beliefs that make the product use experience richer, more exciting, warmer, or more enjoyable

question

types of execution styles

answer

1. straight sell 2. scientific/technical 3. demonstration 4. comparison 5. testimonial 6. slice of life 7. animation 8. personality symbol 9. imagery 10. dramatization 11. humor 12. combinations

question

components of print advertising

answer

1. headline 2. subheads 3. body copy 4. visual elements 5. layout

question

television advertising

answer

goal: get viewer's attention with sight, sound, and motion and maintain it

question

preproduction tasks

answer

1. select a director 2. preproduction meeting 3. production timetable 4. cost estimation and timing 5. bidding 6. choose production company

question

postproduction tasks

answer

1. editing 2. processing 3. sound effects 4. audio/video mixing 5. opticals 6. approvals 7. duplicating 8. release

question

evaluation and approvals

answer

1. advertising managers 2. marketing managers 3. VP 4. legal department 5. CEO 6. board of directors

question

evaluation guidelines for creative

answer

1. consistent with marketing objectives 2. consistent with creative strategy/objectives 3. communicate the message 4. appropriate for audience 5. message clear and convincing 6. appropriate for chosen media 7. truthful and tasteful

question

market segmentation

answer

dividing the market into distinct groups that have common needs and will respond to similar marketing action

question

bases for segmentation

answer

1. geographic 2. demographic 3. psychographic 4. behavioristic 5. benefit segmentation

question

personal selling

answer

1. person-to-person communication 2. face-to-face or on phone 3. offers direct feedback to customer

question

touch points

answer

every opportunity a consumer sees, hears, or experiences a product

question

elements of a marketing plan

answer

1. situation analysis 2. specific marketing objectives 3. marketing strategy and program 4. program for implementing the strategy 5. process for monitoring and evaluating performance

question

market opportunities

answer

areas where there are favorable demand trends, where the company believes customer needs and opportunities are not satisfied, and where the company can compete

question

communication

answer

passing of information or exchange of ideas, process of establishing a commonness of thought between a sender and reciever

question

non-personal communication channels

answer

channels that carry a message without direct, interpersonal contact between the sender and receiver

question

personal communication channels

answer

direct communication between two or more persons

question

media planning

answer

a series of decisions involving the delivery of messages to audiences

question

media objectives

answer

the goals to be attained by the media strategy and program

question

media strategy

answer

decisions on how the media objectives can be attained

question

medium

answer

general categories of delivery systems. ex: TV, print, internet, and radio

question

media vehicle

answer

the specific program within a medium category

question

reach

answer

number of different audience members exposed at least once in a time period

question

frequency

answer

number of times the receiver is exposed to the media vehicle in a time period

question

media plan

answer

guides the media selection and aims to find a combination of media to communicate a message in the most effective manner to the largest number of potential customers at the lowest cost

question

developing a media plan

answer

1. analyze the market 2. establish media objectives 3. develop/implement media strategy 4. evaluate performance

question

media strategy criteria

answer

1. media mix 2. target market coverage 3. geographic coverage 4. scheduling 5. reach and frequency 6. creative aspects and mood 7. flexibility 8. budget

question

media mix

answer

selection considerations: objectives sought, product characteristics, budget

question

continuity scheduling

answer

regular pattern of advertising without gaps or non-advertising periods. ex: toilet paper, soap

question

flighting scheduling

answer

involves intermittent periods of advertising and non-advertising. ex: snow skis

question

pulsing scheduling

answer

maintains continuity, but promotional efforts are stepped up at times. ex: beer

question

program rating

answer

percent of US households watching a show

question

gross ratings points

answer

reach x frequency

question

marketing factors determining frequency

answer

1. brand loyalty 2. brand history 3. brand share 4. competition 5. usage cycle 6. purchase cycle

question

message factors determining frequency

answer

1. message complexity 2. message uniqueness 3. new vs. continuing campaigns 4. image vs. product sell 5. message variation 6. advertising units 7. wear out if high frequency

question

media factors determining frequency

answer

1. clutter 2. editorial environment 3. attentiveness 4. scheduling 5. number of media used 6. repeat exposures

question

creative aspects and mood

answer

use the correct media to support your strategy

question

flexibility in media planning

answer

1. market opportunities 2. changes in media or media vehicle 3. availability of media 4. market threats

question

absolute cost

answer

cost of ad space

question

relative cost

answer

relationship between price paid and size of audience. measure via CPM

question

CPM

answer

cost per thousand

question

direct marketing

answer

an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location

question

growth of direct marketin

answer

1. consumer credit cards 2. changing structure of society 3. catalogs 4. technological advantages

question

direct marketing objectives

answer

1. to seek a behavioral response 2. to build an image 3. to maintain customer satisfaction 4. to inform and/or educate customers in an attempt to lead to future actions

question

types of direct marketing media

answer

1. direct mail 2. catalogs 3. broadcast media 4. email 5. infomercials 6. home shopping 7. telemarketing

question

forms of direct selling

answer

1. repetitive person-to-person (mary kay) 2. non-repetitive person-to-person (life insurance) 3. party plans (tupperware)

question

cost per order (cpo)

answer

cost of ad/profit per order

question

consumer lifetime value (CLTV)

answer

determines the dollar value associated with a long-term relationship with a customer

question

public relations

answer

a management function which evaluates public attitudes and identifies the policies and procedures of an organization with the public interest and executes a program of action (and communication) to earn public understanding and acceptance

question

PR management stages

answer

1. determination and evaluation of public attitudes 2. identification of policies and procedures 3. development and execution of the program

question

role of PR

answer

to maintain mutually beneficial relationships with the: 1. community 2. supplies 3. employees 4. government 5. investors 6. customers

question

PR responsibilities

answer

1. build market excitement before media ads break 2. create ad news which there is no product news 3. introduce a product with little or no advertising 4. provide a value-added customer service 5. build brand-to-customer bonds 6. improve ROI

question

publicity

answer

the generation of news about a person, product, or service that appears in the media: 1. short-term strategy 2. subset of public relations 3. not always positive 4. not under control of the firm

question

video news release (vnr)

answer

publicity piece produced by publicists so that stations can air it as a news story

question

corporate advertising

answer

an extension of the PR function that does not promote a specific product or service, but instead promotes the organization

question

corporate advertising objectives

answer

1. create a positive image for the firm 2. establish diversified company identity 3. help newly deregulated industries 4. smooth labor relations 5. boost employee morale 6. communicate the organization's viewpoint

question

types of corporate advertising

answer

1. image advertising 2. event sponsorship 3. advocacy advertising 4. cause-related advertising 5. recruitment 6. financial support

question

advocacy advertising

answer

propagating ideas and elucidating controversial social issues of public importance in a manner that supports interests of the sponsor

question

role of support media

answer

to reach those people in the target audience that primary media may not have effectively reached and to reinforce, or support, their messages

question

support media is also

answer

alternative media below-the-line media non-measured media nontraditional medi

question

outdoor advertising increase

answer

women in the work force, more vehicles on the road, new innovative technology

question

alternative out of home media

answer

aerial advertising: sky banner, blimp, sky writing mobile billboards: trucks, vans, trailers

question

in-store media

answer

1. in-store ads 2. aisle displays 3. store leaflets 4. shopping carts 5. in-store TV

question

transit advertising

answer

targets people who are exposed to commercial transportation

question

transit advertising increase

answer

more women in work force, audience segmentation, people spending more time outdoors

question

promotional products marketing

answer

the advertising medium that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives

question

directional medium

answer

ads do not create awareness or demand for products or services, but provide the location (yellow pages)

question

guerrilla marketing

answer

non-traditional method of marketing aka: stealth, street, buzz, ambush, viral marketing

question

growth of internet

answer

consumer desire for info speed/convenience of info access control over info received e-commerce

question

marketers use of internet

answer

1. better targeting 2. direct feedback 3. need for accountability 4. high-speed connections 5. users online longer 6. ROI tracking 7. interest and purchase tracking 8. reach more potential buyers

question

internet objectives

answer

1. create awareness 2. gain consideration 3. create buzz 4. stimulate trial 5. disseminate info 6. generate interest

question

forms of internet advertising

answer

1. banners 2. sponsorships 3. pop-ups, pop-unders 4. interstitials: ads that appear while page is loading 5. paid searches 6. behavioral targeting 7. contextual ads 8. rich media

question

banner ads

answer

- create awareness or recognition - used to seek entry into contests and sweepstakes - fulfill direct-marketing objectives

question

regular sponsoship

answer

company pays to sponsor a section of the website

question

content sponsorship

answer

sponsor not only provides money in return for name association, but also participates in providing the content itself

question

pay-per-click

answer

placing ads on web pages that display results from search engine queries

question

search engine optimization (SEO)

answer

improving the volume of traffic to a site by a search engine through unpaid results

question

behavioral targeting

answer

based on advertisers' target consumers by tracking their website surfing behaviors

question

retargeting

answer

ads follow a web user and are displayed on every participating subsequent websites the user visits

question

contextual advertising

answer

ads are determined by the content on the webpage

question

native advertising

answer

advertiser gains attention by providing valuable content in the context of the user's experience

question

rich media

answer

interactive digital media that exhibit dynamic motion

question

social media

answer

allow the creation and exchange of user-generated content

question

motivations for using social media

answer

1. share ideas, activities, and events 2. community involvement 3. gain information 4. entertainment 5. remuneration

question

marketers' reasons for using social media

answer

1. driving traffic to one's site 2. communicating with customers 3. gaining brand exposure

question

key aspects of sales promotion

answer

1. extra incentive to buy 2. acceleration tool 3. targeted to different parties

question

consumer-oriented sales promotion vehicles

answer

samples, coupons, premiums, contests, refunds, bonus packs, price-off deals, frequency programs, event marketing

question

trade-oriented sales promotion vehicles

answer

incentives, trade allowances, POP displays, sales training programs, trade shows, cooperative advertising

question

reasons for sales promotion increases

answer

1. growing power of retailers 2. declining brand loyalty 3. increased promotional sensitivity 4. brand proliferation 5. fragmented consumer markets 6. short-term focus of marketers 7. increased accountability 8. competition 9. clutter 10. growth of digital marketing

question

consumer franchise-building promotional objectives

answer

1. communicate distinctive brand attributes 2. develop and reinforce brand identity 3. build long-term brand preference

question

non-franchising building promotional objectives

answer

1. accelerate the purchase decision 2. generate immediate sales increase

question

consumer-oriented promotional objectives

answer

1. increase consumption of an established brand 2. obtain trial and purchase 3. enhance IMC efforts and build brand equity 4. defend current customers 5. target a specific segment

question

criteria for effective sampling

answer

1. inexpensive samples 2. product is easily divisible 3. purchase cycle is relatively short

question

sampling methods

answer

1. door-to-door 2. direct mail 3. in-store 4. on package 5. events 6. newspaper/magazine

question

premium

answer

an offer of an item, merchandise, or service, free or at a low cost, that is an extra incentive for customers

question

sweepstakes

answer

promotion where winners are determined purely by chance

question

contest

answer

consumers compete for prizes or money on the basis of skills or ability

question

trade oriented promotional objectives

answer

1. obtain distribution for new products 2. maintain support for established brands 3. encourage display of products 4. build retail inventories

question

reasons to measure effectiveness

answer

1. avoid costly mistakes 2. evaluate alternative strategies 3. increase efficiency in general 4. determine if objectives are achieved

question

reasons not to measure effectiveness

answer

1. cost of measurement 2. research problems 3. disagreement on what to test 4. objections of creatives 5. time

question

what to test when measuring affectiveness

answer

1. source factors 2. message variables 3. media strategies 4. budget decisions

question

testing process

answer

1. concept testing 2. rough testing 3. finished art or commercial pretesting 4. market testing (posttesting)

question

concept testing objective

answer

explores consumers' responses to ad concepts expressed in words, pictures, or symbols

question

concept testing methods

answer

alternative are exposed to consumers who match the target audience reactions and evaluations sought through focus groups, direct questioning, and surveys

question

physiological measurements

answer

1. pupil dilation 2. galvanic skin response 3. eye tracking 4. brain waves

question

starch ad recognition scores

answer

1. noted score - remember seeing 2. brand-associated score - remembered brand 3. read most score - at least half of ad

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