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From Flashcardlet > Integrated marketing exam one > Flashcards

Integrated marketing exam one Flashcards

0
Q

Product positioning strategies

A 
Competitors
Use or Application
Price 
Quality
Product user
Product class
Cultural symbol
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1
Q

Product Positioning

A

The image of the brand created in the mind of the consumer

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2
Q

Creative Brief

A

How you intend to talk to your target audience

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3
Q

The purpose of the creative brief

A

Used in advertising

Plays off of emotions including fear, humor, rational, and emotional

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4
Q

Reasons for using your own marketing in house

A

Faster response and more dynamic

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5
Q

External ad advantages

A

Larger scope of vision

Drawbacks: more costly

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6
Q

Promotional campaign

A

Combining ads with other marketing efforts into a larger an more integrated effort revolving around a central idea or theme.

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7
Q

Promotional elements

A

Direct marketing

Advertising

Public relations

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8
Q

Brand identity

A

.

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9
Q

Brand parity

A

All of the brands seem the same to you

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10
Q

IMC program contains:

A
  1. Swot
  2. Marketing objectives
  3. Target Markets
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11
Q

Trade area

A

Continuous geographic area is know as the trade area.

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12
Q

Contingent market

A

Area retailers

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13
Q

Cognitive strategies

A

Rational thinking logical thinking attacking competitors boosting about the brand informative.

Learning the product
Ex: how much information you retained from an ad.

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14
Q

What are the Cognitive Strategies?

A

Generic messages

Preemptive messages

Unique selling proposition

Hyperbole

Comparative ads

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15
Q

Affective Strategies

A

Designed to invoke feelings or emotions and match them with the product

A feeling of want

Ex: all state your in our hands, Alanis morrissette

16
Q

Conative strategies:

A

Designed to lead more directly to some type of consumer behavior.

Action of buying and purchasing
Ex: infomercials (act now)

17
Q

Types of budgets

A

Objective and task (best)

Set a goal
Percentage of sales
Competitive parity
All we can afford
Payout planing
18
Q

Internal information search

A

Retailers want to be included in this because of past purchases. It increases the chance of the brand being purchased.

19
Q

External information search

A

There is uncertainty. The person uses outside resources to gain information.

20
Q

The amount in which searching takes place takes place with these factors.

A
  1. Ability to search
  2. Motivation to search
    - Involvement
    - Need for cognition
    - Enthusiasm for shopping

3.Cost benefit.

21
Q

Brand loyalty

A

Is an attitude that is hard to change.

22
Q

Brand loyalty can be changed by:

A
  1. Changing what the consumer believes
  2. Change how the consumer feels
  3. Change how they are likely to behave
23
Q

Communication goals

A
  • Awareness
  • Comprehension
  • Brand insistence or loyalty
  • feelings
  • good attitudes an behaviors
24
Q

Promotion objectives

A
  • Direct action ex: coupons
  • encourage information search and inform
  • to relate product to needs
  • to encourage recall of past satisfaction
  • modify attitudes
  • re-inforce attitudes
25
Q

Evaluation of alternatives:

A

Evoked set - considered set of brands
Inept set - past memories are not considered
Inert set - neutral

26
Q

Family brand

A

A group of products under one brand name

Ex: Tide

27
Q

Brand extension

A

Using the existing brand name on new goals and services

28
Q

Flacker brand

A

Same brand but has a new product offering

29
Q

Co branding

A

Ingredient adds a brand within a brand

Cooperative branding- joint venture of a new product or service

Complementary- products that are alike sold together in one chain

30
Q

Corporate image

A

Quality of goods and services

Willingness to accept new in the corporation

From Flashcardlet (4 decks)

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