Chapter 10 COMPLETED Flashcards
3 types of brand communications (IIA)
Brand image communications
Brand information communications
Brand action communications
3 types of promotions businesses can communicate (PG, PG, MP)
Promotional giveaways
Promotional gifts
Minimum purchase
Social media marketing metrics
Includes but not limited to followers, comments, ratings, likes, clicks, leads generated, buzz, virality, uploads, downloads
Customer response index (CRI)
CRI = %exposed * %aware * %comprehend * %wtp * %purchase
Distributed ad frequency strategy
Campaign is pushed to customers for certain durations in intervals over a period of time
Concentrated ad frequency strategy
Campaign is pushed to customers over an extended duration in one period of time
Pulsing message reinforcement
Cost-effective campaign deployment strategy where an ad is pushed in intervals, reinforcing the level of awareness every other interval
Heavy-up message frequency
Heavy message reinforcement used leading up to a certain point in time
eg: holiday sales
Pull communications
Media ads
Social media
Sales promos
Direct marketing
Push communications
Sales incentives
Channel financing
Co-op advertising
Channel marketing
Advertising elasticity
%change in sales/%change in ad spend
Advertising carryover effect
Short-run advertising has a long-run carryover effect, with an average carryover coefficient of 0.5 every period
eg: Spending $100M on ads leads to 1 impact on sales, next period no spend = 0.5 impact on sales, next period no spend = 0.25 impact on sales, etc
