test 1 Flashcards
(41 cards)
Advertising
A paid form of nonpersonal mass media communication that uses persuasion to sell, inform, educate, remind, and entertain
Integrated Marketing services
Coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers to present one, cohesive message
Two primary objectives of IMC
- to provide one, cohesive message
2. Cordinate the elements of promotional mix and other marketing activities
Public Relations
The systematic organization and distribution of paid and nonpaid communication with the intention of controlling and managing brand image
One way promotional mix
Public relations - attempting to control brand image
Advertising - paid form of nonpersonal communication
out of home transit - advertising seen outside the home
Two way promotional mix
- direct marketing (When organizations communicate directly with target customers)
- sales promotion (coupons, contests, anything that promotes buying their product)
- Internet marketing
- mobile marketing
- Alternative marketing
- personal selling
Methods of collecting quantitative data
Formal - Participants must answer predetermined set of questions
Informal - Participants can answer open ended questions
Ethnographic research
A method of research which involves observing consumers in their natural environment (Also known as field studies research)
What makes a well written objective (4 things)
- measurable and concrete tasks
- Clearly identified target audience
- Benchmarks
- Specific time period
Four methods of segmentation for IMC
Geographic - where they live
Demographic - age, gender, education, income
Behavioristic - Dividing consumers into their prior usage of product
Psychographic - personality, life styles (some people say it is the most effective criterion)
What are two types of Information search?
Internal and external search
Internal vs External search
Internal - Recalling information stored in memory, such as past purchase behavior
External - Going to the internet
Brand equity, image, loyalty and awareness
Equity - companys reputation
image - personality and image compared to other brands
loyalty - the relationship between consumers and brand
awareness - how aware the target audience is about the brand
What are the 6 methods of positioning?
Age, gender, Price and quality, Brand life cycle, Product usage, Repositioning
Positioning
Selecting one or more strategies to try and set your brand apart from competitors
What are three types of creative approaches?
Product approach, consumer approach, objective approach
Product approach
Focuses on one or more benefits that the product offers
Consumer approach
Focuses on shaping consumer attitude about the product
objective approach
Focuses on the desired outcome of the IMC campaign
Rational vs emotional appeals
Rational - Focuses on the target markets practical need for the product through information and facts used to educate and inform consumers
Emotional - Focuses on evoking certain emotions in the target market through copy and imagery
Advertising creativity
The ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems
6 types of advertising layout
Big type, Copy heavy, picture window, Silouette, Multipanel, Circus
Big type
Large words and central focus on headline or slogan. Visuals play secondary role
Copy Heavy
- Features copy text to a much greater extent than headlines or visuals
- Useful for education and information; often used for new products or rebranding
