Chapter 1 Notes

Question 1

IBP

Answer 1

the use of multiple promotional tools for a brand to get a lot of exposure

Question 2

model of mass communication

Answer 2

production, accommodatio/negotiation, and reception

Question 3

accomodation and negotiation

Answer 3

interpret message according to life experiences and values

Question 4

reception

Answer 4

history, understanding, meaning

Question 5

5 target audience

Answer 5

households, members of business orgs, members of trade channel, professionals, and government officals and employees

Question 6

marketing mix

Answer 6

advertisingg, products, prices, and distribution

Question 7

information and persuasion

Answer 7

how are brands unique and different from one another

Question 8

new brands/extensions

Answer 8

adaption of an existing brand to a new product area

Question 9

brand loyalty

Answer 9

attached meaning to certain brands/products

Question 10

creating an image and meaning of brand

Answer 10

personal connection

Question 11

global advertising

Answer 11

used worldwide

Question 12

international advertising

Answer 12

different ads in different national marets and culture

Question 13

national advertising

Answer 13

reaches all geographic areas of a single nations

Question 14

regional advertising

Answer 14

concentrate on certain geographic regions

Question 15

local advertising

Answer 15

in a single cirt or state

Question 16

cooperative advertising

Answer 16

national and local

Question 17

market segmentation

Answer 17

meeting different consumers wants and needs via segments with similar consumer characteristics

Question 18

differentiation

Answer 18

differentce between brands and competition which is based on consumer perception - which may emphasize featyres or disinct image

Question 19

positioning

Answer 19

where a brand stands in a persons mind because consumers have a perceptual sace

Question 20

external positioning

Answer 20

niche - select features and values of brand

Question 21

internal positioning

Answer 21

similar brands marketed within a firms producgt line

Question 22

repositioning

Answer 22

update the brand with new features and image

Question 23

primary demand stimulation

Answer 23

product category i.e. Milk and toothpaste

Question 24

selective demand stimulation

Answer 24

unique benefits of a brand i.e. dairygold milk and crest

Question 25

direct response advertising

Answer 25

immediate

Question 26

delayed response advertising

Answer 26

developing awareness and reinforce benefits - not immediate

Question 27

corporate advertising

Answer 27

creates favorable attitude

Question 28

brand advertising

Answer 28

specifics of a brand

Question 29

IMC

Answer 29

communications efforts - the old IBC