Chapter 2 - Evolution of IMC

Question 1

Brand

Answer 1

the combination of name, words, symbols or design that identifies the product and its source and distinguishes it form competing products – the fundamental differentiating device for all products

Question 2

Branding

Answer 2

a marketing function that identifies products and their source and differentiates them from all other products

Question 3

Consumer packaged goods

Answer 3

a product consumed daily by the average person.

Question 4

Demarketing

Answer 4

refers to advertising that is used to slow the demand for products, response to energy shortage in 70s and 80s

Question 5

Industrial age

Answer 5

period marked by tremendous growth of US industrial base

Question 6

Market segmentation

Answer 6

strategy of identifying groups of people or organizations with certain shared needs and characteristics within the broad markets for consumer or business products

Question 7

Positioning strategy

Answer 7

an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs