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Flashcards in Chapter 6 Deck (44):
1

segment

break down diverse markets into manageable segments

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target

focus on advertising for segments

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positioning

attempt to give a brand a certain meaning/theme relative to competition

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STP Marketing

segment, target, position

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ways to segment markets is by

usage level, demographics, geography, psychographics, benefits

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heavy/commited/lead users

majority of product sales, preferrded primary target segment

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non users

lowest level of oppurtunity

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Coffemate example

get to know heavy user in order to make them focal point of marketing strategy

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brand freaks

so committed to the brand that their consumer behavior is almost pathological

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switcherrs/variety seekers

costly target segment - lose/gain business quickly

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emergent users

brand preferences still under development

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point of entry marketing

develop ad campaigns to win with first time users

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demographic segmentation

basic descriptors, age, gender, race, marital status, income, education, occupation

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demograpgics are gemerally used for

combimation with other criteria and as starting point

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geographic segmentation

by country, region, state, city, neighborhood, geodemographic

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geodemographic segmentation

identify neighborhoods with common demographics i.e. zip code by using systems suuch as PRIZM

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psychographics

research to understand consumers activitives/lifestyles (AIO)

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AIO

activities, opinions, lifestyles

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Lifestyle segmentations

chase and grabbits, functional feeders, down home stokers, careful cooks, happy cookers

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chase and grabbits

heavy users of fast food, look for convient foods

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functional feeders

convient foods, but frozen and quick

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down home stokers

blue collars are loyal to regional diets

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careful cooks

replace red meat with pastas, skinless chicken, fruits, veggies - health and nutrition

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happy cookers

family oriented, completely homemade for the family

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father and son ad

strong and durable vehicle, passing on literal actions, emotional appeal

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new born baby ad

humor appeal, distracting, childs safety, wont care to remember brand and not know what it is about

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benefits sementation

comsumers want different things out of products

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competitive field

companies that compete for egment business,

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niche marketing

small group of consumers who have a unique set of needs and are willing to pay a premium price

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Exxon example

Road Warriors is a more attractive segment because of size and growth portential

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Samsung ad

functional,awesome, whole family, big screen - hybrid positioning

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Bahr InterBrand Positioning Oppurtunity Method - 4 factors

relevance, differentiation, credibility, stretch

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Positioning strategy elements

deliver on the promise of values, consistency, simple/distinct

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value proposition

what the value of a brand is

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brand promise

what it is that the brand promises the customer

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bland platform

core idea that frames an ambirion or aspiration for the brand that will be relevant to target audiences over time

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Apexes of the planning triangle

identify/profile target segment, consolidate the value proposition for the brand, select a mis of persuasion tools

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consider target segment

size, usage rates, growth potential, competition, untapped niche, efectively deliver

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effective positioning

most imoportant decision and must demontrate value to target

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4 common positioning themes

benefit, user, competitive, hybrud

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benefit theme

emphasize primar benefit that the consumer can expect (functional, emotional, self expressive)

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user theme

focus on who should reap the brands value

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competitive theme

emphasize brand value viaexplicit comparison to the competition

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hybrid theme

combine themes