question

marketing plan

answer

document that serves as a guide for the present and future marketing activities of an organization

question

mission statement

answer

short description of organization's purpose and philosophy reminds planners & mktg partners what the organization is and what it stands for

question

situation analysis

answer

detailed description of brand's current marketing situation part of marketing plan

question

SWOT analysis

answer

uses facts contained in situation analysis to point out strengths, weaknesses, opportunities, and threats for the brand

question

marketing objectives

answer

part of marketing plan clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period sales-target objective or communication objective

question

sales-target objective

answer

goals related to increasing or maintaining sales volume and market share

question

communication objective

answer

outcomes that can reasonably be associated with promotional activities: increases in brand recognition/awareness increased comprehension of brand's attributes/benefits more positive attitudes about a brand/favorable image stronger intentions to try or buy a brand

question

DAGMAR

answer

system for defining advertising goals for measured advertising results emphasizes communication objectives awareness, comprehension, conviction, and action

question

marketing strategy

answer

how company plans to meet its marketing objectives 1. define particular target markets 2. determine strategic position 3. develop appropriate marketing mix for each target market

question

approaches for developing position strategy

answer

1. product attribute 2. price/quality 3. use/application 4. product class 5. product user 6. product competitor 7. cultural symbol

question

tactics

answer

determine specific short-term actions to be taken internally, externally, by whom, when

question

bottom-up marketing

answer

tactics > strategy > results

question

subliminal advertising

answer

advertisements with messages supposedly embedded in illustrations just below threshold of perception

question

IMC plan

answer

natural outgrowth of the marketing plan prepared in similar way directs companies advertising effors

question

IMC objective

answer

declares what the marketer wants to achieve with respect to consumer awareness, attitude, preference

question

IMC strategy

answer

blends elements of creative mix describes how to reach objective

question

creative mix

answer

target audience product concept communications media advertising message

question

target audience

answer

specific people IMC will reach

question

product concept

answer

bundle of values marketer presents to consumer consumer's perception of a product as a bundle of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants/needs

question

communications media

answer

all vehicles that might transmit the marketer's message

question

IMC message

answer

what company plans to say, how it plans to say it verbally and nonverbally

question

percentage of sales method

answer

IMC budget based on % of last year's sales, anticipated sales for next year, or combo of both simple, cost-free, related to rev, considered safe

question

share of market method

answer

share of voice method attempt to link promotional dollars with sales objectives best chance of maintaining company share of a market is to keep a share of IMC somewhat ahead of market share

question

objective/task method

answer

budget buildup method treats IMC as marketing tool for generating sales 1. define objectives 2. determine strategy 3. estimate cost

question

empirical research method

answer

runs series of tests in different markets with different budgets to determine best level of advertising expenditure

question

market segmentation

answer

identifying groups of people with certain shared needs and aggregating these groups into larger market segments according to their interest in the brand's utility large enough to target reachable

question

behavioristic segmentation

answer

grouped by buying behavior determined mostly by user status, usage rate, purchase occasion, benefits sought first step to identify likely prospects for mktg efforts

question

user status

answer

segmentation sole users, semi-sole users, discount users, trial/rejectors, aware non-triers, repertoire users

question

repertoire users

answer

perceive two or more brands to have superior attributes and will buy at full price

question

volume segmentation

answer

measure people's usage rates to define consumers as light, medium, or heavy users 20% of all users consume 80% of the product

question

usage rates

answer

extent to which consumers use a product light, medium, heavy

question

purchase occasion

answer

distinguished by when they buy or use a product/service affected by frequency of need, fad, or season

question

benefits

answer

segmented gratifications or relief from problems offered by a particular brand, product, or service

question

benefit segmentation

answer

prime objective of many consumer attitude studies basis for many successful ad campaigns

question

symbolism

answer

motivation for customers what the brand means to them, to associates, or to some social reference group

question

geographic segmentation

answer

one region has needs, wants, and purchasing habits that differ from other regions

question

demographic segmentation

answer

define population groups by statistical characteristics age, sex, ethnicity, education, occupation, income, etc.

question

geodemographic segmentation

answer

demographic and geographic

question

psychographic segmentation

answer

group people by values, attitudes, personality, lifestyle view people as individuals with feelings/inclinations

question

VALS

answer

psychographic segmentation values, attitudes, and lifestyle assigns consumers to one of 8 groups based on primary motivation and resources

question

primary motivation

answer

achievement, ideals, or self-expression pattern of attitudes and activities that help people reinforce, sustain, or modify their social and self-image

question

business marketers

answer

industrial marketers manufacturers, government agencies, wholesalers, retailers, banks, institutions that buy goods and services to help them operate

question

resellers

answer

middlemen businesses that buy products from manufacturers or wholesalers and then resell the merchandise to consumers or other buyers

question

NAICS codes

answer

North American Industry Classification System codes U.S. Census Bureau classifies all US bus

question

primary demand trend

answer

projection of future consumer demand for a whole product category based on past demand and other mkt influences

question

target marketing process

answer

determines look, content, feel of advertising assessing various market segments, designating certain ones as the focus of mkt activities, designating mkt mixes to communicate with and make sale to targets

question

target market

answer

group of segments the company wishes to appeal to, design products for, and tailor its marketing activities toward

question

four Ps

answer

product price place promotion

question

product element

answer

start of marketing mix good or service being offered and values associated with it

question

product life cycle

answer

position in plc influences target market selected and type of advertising used

question

early adopters

answer

willing to try new things

question

primary demand

answer

consumer demand for the whole product category, not just company's own brand

question

introductory phase

answer

pioneering phase company incurs considerable costs for education customers, building widespread dealer distribution, encouraging demand costs are highest profits are lowest

question

pull strategy

answer

promotion activities aimed at inducing trial purchase and repurchase by consumers

question

sales promotion

answer

direct inducement offering extra incentives all along the marketing route to accelerate the movement of the product from the producer to consumer

question

push strategy

answer

promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople

question

growth stage

answer

sales vol begins to rise rapidly rapid market expansion more competitors, first companies to enter market show best reward

question

maturity stage

answer

market saturated with competing products and number of new customers dwindles competition intensifies profits diminish increase promotional efforts, emphasize selective demand

question

selective demand

answer

consumer demand for particular advantages of one brand over another

question

decline stage

answer

may cease all promotion and phase products out quickly fade slowly with minimal advertising

question

service

answer

bundle of intangible benefits that satisfy some need or want temporary in nature usually derive from completion of a task

question

equipment-based service

answer

relies mainly on use of specialized equipment

question

people-based services

answer

relies on creative talents and marketing skills of individuals

question

position

answer

own a word that ranks the product in prospect's mind way in which product is ranked in consumer's mind by benefits it offers, way its classified/differentiated, or by relation to certain target markets

question

perceptible differences

answer

readily apparent to consumer

question

hidden differences

answer

not readily apparent need IMC to inform consumers

question

induced differences

answer

distinguishing characteristics of products effect through unique branding, packaging, distribution, merchandising, and advertising

question

brand

answer

combination of name, words, symbols, or design that identifies the product and its source and distinguished it from competing products

question

media planning

answer

conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time

question

audience objectives

answer

specific types of people the advertiser wants to reach media planners usually use geodemographic

question

media vehicles

answer

particular magazines or shows selected on how well it delivers or exposes the message to the media audience most closely resembling target consumer

question

distribution objectives

answer

where, when, and how often advertising should appear

question

circulation

answer

statistical measure of a print medium's audience

question

RPC

answer

readers per copy variable used to determine the total reach of a given print medium multiplied by number of vendor and subscriptions sales to determine total audience size

question

message weight

answer

total size of audience for a set of ads or an entire campaign gives idea of the scope of the campaign in a given market expressed by gross impressions and gross rating points

question

advertising impression

answer

possible exposure of advertising message to one audience member OTS

question

OTS

answer

opportunity to see advertising impression possible exposure of an ad message to one audience member

question

gross impressions

answer

total of all audiences delivered by a media plan

question

rating

answer

percentage of homes/individuals exposed to an advertising medium

question

TVHH

answer

TV households

question

GRPs

answer

gross rating points adding ratings of several media vehicles message weight of a given advertising schedule

question

reach

answer

total number of unique/different people or households exposed, at least once, to a medium during a given period of time

question

frequency

answer

intensity of a media schedule, based on repeated exposures to the medium or the program

question

continuity

answer

duration of an ad message/campaign over a given period of time

question

effective reach

answer

quality of exposure measures number/percentage of audience who receive enough exposures for message to be truly received

question

effectived frequency

answer

average number of times a person must see or hear a message before it becomes effective

question

advertising response curve

answer

studies indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposure

question

recency planning

answer

most advertising works by influencing the brand choice of consumers who are ready to buy suggesting continuity of advertising is most important

question

five Ms

answer

markets money media mechanics methodology

question

markets

answer

various targets of a media plan trade/consumer audiences global, national, regional audiences ethnic, socioeconomic groups other stakeholders

question

media

answer

all communications vehicles available to a marketer

question

mechanics

answer

dealing creatively with available advertising media options

question

methodology

answer

overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity

question

BDI

answer

brand development index sales potential of a particular brand in a specific market area

question

CDI

answer

category development index determines potential of the whole product category

question

spillover media

answer

local media that many consumers in a neighboring country inadvertently receive

question

programmatic advertising

answer

computers make decisions about what ads are inserted in what content providers advertisers bid for audiences willingness to pay and demographic match

question

audience

answer

total number of people or households exposed to a medium

question

exposure value

answer

only relates to the medium value of a medium determined by how well it exposes an ad to the target audience

question

attention value

answer

relates to advertising message and copy and medium consideration in selecting media based on degree of attention paid to ads in particular media

question

motivation value

answer

consideration in selecting media based on medium's ability to motivate people to act positive factors: prestige, good quality reproduction, timeliness, editorial relevance

question

CPM

answer

cost per thousand

question

cost efficiency

answer

cost of exposing the message to the target audience rather than to the total circulation

question

CPP

answer

cost per point

question

mixed-media approach

answer

combination of media

question

synergy

answer

effect achieved when sum of the parts is great than expected from simply adding together individual components

question

continuous schedule

answer

advertising runs steadily and varies little over the campaign period

question

flighting

answer

alternates periods of advertising with periods of non

question

pulsing

answer

mixes continuous and flighting

question

bursting

answer

running same commercial every half hour on the same network during prime time

question

roadblocking

answer

buying air time on all 3 networks simultaneously

question

blinking

answer

scheduling technique advertiser floods airways for one day on both cable and network to make it virtually impossible to miss the ads

question

individual brand

answer

brand for each product

question

family brand

answer

marketing diff products under same umbrella name

question

licensed brands

answer

companies pay a substantial fee for the right to use another company's brand name

question

brand equity

answer

totality of what consumers, distributors, dealers feel and think about the brand over an extended period of time

question

copy points

answer

copywriting themes

question

direct distribution

answer

companies sell directly to end consumers or users

question

network marketing

answer

multilevel marketing individuals act as independent distributors for a manufacturer or private-label marketer

question

distribution channel

answer

all firms and individuals that take title, or assist in it, to the product as it moves from the producer to consumer

question

intensive distribution

answer

goods available at every possible location minimal buying effort profit on each unit is low, volume of sales is high

question

selective distribution

answer

limit number of outlets manufacturers cut distribution and promotion costs

question

exclusive distribution

answer

selected wholesalers or retailers are granted exclusive rights to distribute a particular product

question

VMS

answer

vertical marketing system centrally managed distribution system that serves a group of stores or other bus

question

franchising

answer

retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer

question

communication element

answer

all marketing-related communications between seller and buyer

question

direct marketing

answer

like taking the store to the customer control, cost efficiency, accountability

question

collateral materials

answer

many accessory items companies produce to integrate and supplement their advertising or PR activities booklets, catalogs, brochures, films, etc.

question

marketing research

answer

systematic procedures for gathering, recording, and analyzing new information

question

IMC research

answer

uncovers info needed for making IMC decisions systematic gathering and analysis of info to help develop or evaluate message strategies, individual promotions, and whole campaigns

question

IMC strategy research

answer

seek info about creative mix: product concept, target audience, communication media, creative message

question

media research

answer

IMC research subscribe to syndicated research services that monitor and publish info on reach and effectiveness of media vehicles

question

pre-testing

answer

increase likelihood of preparing most effective messages

question

post-testing

answer

tracking provides marketer with useful guidelines for future advertising

question

media classes

answer

broad media categories - print, electronic, digital interactive, direct mail, out-of-home

question

media subclasses

answer

newspapers/magazines, radio/tv

question

media vehicle

answer

particular publication or program

question

media units

answer

size or length of an ad

question

MIS

answer

marketing information system sophisticated set of procedures designed to generate a continuous, orderly flow of of info for use in making marketing decisions

question

informal research

answer

exploratory learn more about market, competition, and business enviornment

question

primary data

answer

info collected by agency/company about a specific problem expensive and time-consuming

question

secondary data

answer

information previously collected or published, usually for another purpose readily available

question

qualitative research

answer

get general impression of market, consumer, product insight into population and subject matter

question

quantitative research

answer

i.e. survey hard numbers about specific marketing solutions

question

projective techniques

answer

unearth people's underlying or subconscious feelings, attitudes, interest, opinions, needs, and motives

question

intensive techniques

answer

in-depth interview focus group

question

UX

answer

user experience testing

question

UPC

answer

universal product code increases speed and accuracy and checkout read codes with optical scanners tell which products are selling and how well

question

clutter tests

answer

test commercials shown with noncompeting control commercials to determine effectiveness, measure comprehension and attitude shifts, and detect weaknesses

question

attitude test

answer

measure campaigns effectiveness in creating favorable image for company, brand, or products

question

recall test

answer

reveal effectiveness of message components measure what respondents noticed, not whether they actually buy the product

question

inquiry test

answer

consumers respond to an offer for information or free sames

question

validity

answer

results of a test have to be free of bias and reflect true status of the market

question

reliability

answer

must be repeatable produce approx the same result each time its administered

question

sample units

answer

individuals, families, companies being surveyed

question

random probability samples

answer

greatest accuracy everyone has equal chance of being selected

question

nonprobability samples

answer

easier, less expensive, less time consuming no guarantee sample is representative, not everyone in universe given a fair chance

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