final Flashcards
1
Q
what are the goals of IMC? (2)
A
1) to generate short-term financial returns and 2) to build long-term brand and shareholder value
2
Q
what are the 3 action-oriented processes of IMC? what three areas do they impact?
A
development, execution, evaluation of coordinated, measurable, and persuasive brand communication programs
3
Q
which populations do IMC’s brand communications programs target? (7)
A
consumers and customers, prospects, employees, associates, and other relevant external and internal audiences
4
Q
what are the 6 basic elements of the IMC plan?
A
- review of the marketing plan2. promotional program situation analysis3. analysis of the communication process4. budget determination5. development of the IMC program6. monitoring, evaluation, and control
5
Q
what trends are driving companies to adopt IMC?
A
growth of technology and databases:more consumer power:brand parity:decline in mass comm and mass advertising:
6
Q
how did the growth of technology and databases impact the adoption of IMC?
A
the Internet is influential, with online versions of nearly every traditional media channel existing digitally. targeting can be based off of specific consumer interests or consumer product searches.
7
Q
how did the power of the consumer impact the adoption of IMC?
A
consumer lifestyles and media consumption habits have changed; consumers are less responsive and even turned off by advertising and marketing comm, forcing advertisers to adopt their messages and the delivery of these messages
8
Q
how did the fragmentation of mass markets impact the adoption of IMC?
A
viewing audiences moved away from larger forms of media like traditional broadcast networks and radio, to more targeted cable networks, DVDs, Internet, video games, requiring advertisers to adapt to micromarketing across various media channels
9
Q
what does promotion provide? what are the remaining 4 aspects of promotion?
A
provides:
- brand information
- incentives to act
- brand reminders
- builds awareness of product/brandcreates a brand image –> brand equity
- persuades, reinforces past purchases and brand experiences
10
Q
what are the 3 steps of persuasion in promotion?
A
formation, strengthening, and change
11
Q
what are the functions of promotion? (6)
A
advertising, sales promotion, pr/publicity, personal selling, direct marketing, digital/Internet
12
Q
what is the focus of a promotional program situational analysis?
A
the factors that influence or are relevant to the development of a promotional strategy
13
Q
what are the factors that contribute to a brand? (7)
A
name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think about a brand
14
Q
what are the 3 functions of a brand?
A
a) Differentiates a product from its competitors
b) Makes a promise to consumers
c) Serves as the driving, unifying force directing all functional areas, including IMC
15
Q
what are the different steps in the target marketing process? (4)
A
1) Identifying markets with unfulfilled needs2) Segmenting the market3) Targeting specific segments4) Positioning one’s product or service through marketing strategies
16
Q
what are the processes in identifying markets with unfulfilled needs? (3)
A
identifying the specific needs of the groups of people, selecting 1 or more of these segments as a target, and developing marketing programs directed to each
17
Q
how does target market identification isolate consumers?
A
according to similar lifestyles and needs
18
Q
how does market segmentation divide a market?
A
into groups that 1. have common needs 2. will respond similarly to a marketing action
19
Q
what are the key attributes of brand cues/elements? (5)
A
1) Desire memorability of brands2) Create a meaningfulness3) Maintain an aesthetic appeal4) Its transferability to all aspects of your business/endeavors5) Adaptability/flexibility over time
20
Q
how can customers be segmented psychographically?
A
personality, values, lifestyles (based on AIOs)
21
Q
how can customers be segmented demographically?
A
sex, age, family size, education, income, social class
22
Q
how can customers be segmented geographically?
A
state, nation, counties, neighborhoods
23
Q
how can customers be segmented socioeconomically?
A
high-income, median-income, low-income
24
Q
what are the 2 general ways customers can be segmented?
A
according to their characteristics and their buying situation
25
what are the 5 ways customers can be segmented based on their buying situation?
behavior/involvement (combined with psy/demo segmentation to create customer profiles), outlet type, usage, awareness/knowledge, benefits
26
maria is a mother of 2 and tries to restrict her daughters' TV viewing to only a half-hour every day. she's a stark opponent of advertising to children. at a recent PTA meeting, she presents arguments as to why she doesn't want advertising shown at the school.what are some arguments she might present?
children lack the knowledge and skills to evaluate advertising claims; children cannot differentiate between programs and commercials
27
tia is a marketer for a small, local agency, and a mother of two girls and one boy. she's at the same PTA meeting as maria, a mother who opposes advertising to children. while tia can understand where she's coming from, she disagrees. what are some arguments that tia might present at the PTA meeting?
- children must learn about capitalism and advertising through socialization; it's the best way to prepare them and help them to differentiate fact from fiction and become critical consumers
- children must acquire skills needed to function in the marketplace
- advertising is a part of life and children must learn to deal with it (consumer socialization process)-existing regulations are adequate
28
what is the purpose of brand positioning?
to fit the brand to 1 or more segments of the broad market so that it's set apart from the competition in the minds of stakeholders
29
what are the 2 focuses of brand positioning?
consumer and competition (relationship to other brands)
30
what are the 8 brand positioning strategies?
ABPUPPCCR
1. attributes and benefits
2. price or quality
3. use or application
4. product class
5. product user
6. competitor
7. cultural symbols
8. repositioning
31
what does advertising = market power reflect? how does it view advertising?
traditional economic thinking; a way to change consumers' tastes, low their sensitivity to price, and build brand loyalty
32
what is the result of the advertising = market power?
higher profits, reduced competition, higher prices, fewer choices, promotes materialism
33
what does advertising = information reflect? how does it view advertising?
a more positive view of advertising's economic effects; as providing customers with useful information, increasing their price sensitivity, and increasing market competition
34
what is the result of the advertising = information?
pressure for high quality and lower prices, forces insufficient brands out, creates economic demand
35
how can consumers be segmented behavioristically?
product or brand usage, degree of use, brand loyalty combined with demographic/psychographic criteria
36
what is the goal of the push strategy? what does it try to convince people of?
to push the product through channels of distribution by aggressively selling and promoting the items to resellers; they can make a profit on a manufacturer's product and to encourage them to order the merchandise and push it through to their customers
37
what is the goal of the pull strategy? what does demand of the user level result in?
to increase demand among consumers and encourage them to request the product from the retailer. retailers will order the product from wholesaler, who will request it from the manufacturer. demand at the user level pulls the product through the channels of distribution.
38
what is branding about? what type of branding is this?
building and maintaining a favorable identity and image of the company and/or its products in the mind of the consumer; successful branding
39
what is the relationship between brands and identity? (3)
-The brand experiences need to become connected to your self/individual identity (your self schemata)-The brand experiences need to become connected to your social identities-Self/Social expression through brands (from lecture)
40
what are the different steps, in order, of consumer decision-making process?
problem recognition → information search → alternative evaluation → purchase decision → postpurchase evaluation
41
what are the different steps, in order, of psychological process?
motivation → perception → attitude formation → integration → learning
42
what is the memory-based (multi-attribute) attitude model a function of?
1. Accessibility/saliency of available beliefs or considerations in one’s memory2. How much weight or applicability each accessible belief/consideration is given■ When prompted to make an evaluation, individuals recall all accessible positive and negative considerations in memory X the weight each is given
43
What is the online model (affect referral decision rule)? (3)
Overall impression is the product of the series of evaluative impressions formed at the time of information exposure
Individuals have running online tally or effective integrator, which is updated when new info is gathered
Recall overall impression/tally as heuristic (mental shortcut) to base evaluation
44
How does the base online model differ from the memory-based model?
The online model differs from the memory based model because it is heuristic evaluation versus cognition and direct thought process
45
bebe is considering a bud light to wash down her sandwich of shame. let's assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to price?
she would have a positive attitude
46
bebe is considering a bud light to wash down her sandwich of shame. let's assume that, using her available consideration in memory, she weights price and the low calories positively, but the taste negatively. what would her attitude be if she gave more weight to taste?
she would have a negative attitude
47
what 4 strategies can be employed to change attitudes?
○ Change beliefs/valence about an important attribute or consideration○ Change the weight given an attribute or consideration ○ Make a new consideration or attribute available ○ Influence the accessibility/salience of available consideration or attributes.
48
annette is considering purchasing a new deodorant, and is stuck between secret and tom's. how would she analyze her decision if using the online model?
annette would tally each interaction with the brand as positive or negative, updating it when presented with new information. then, using heuristics, she would choose the brand that has the most positive impression
49
what is behavioral learning and operant conditioning and their relation to strat comm?
behavioral learning is a mental association comprised of classical conditioning. operant conditioning is based on reward and punishment and comprised of shaping.
50
what are four common types of consumer response models of messages?
-AIDA-hierarchy of effects model-innovation adoption model-information processing model
51
which model shows the stages a consumer passes through in the adopting of a new product?
innovation adoption model
52
which process shows how advertising works?
hierarchy of effects model
53
which model was developed to depict stages in personal selling process
aida
54
which model shows the process through which a consumer must pass through to be influenced by advertising
information processing model
55
what is the aida model characterized by
the depiction of stages in personal selling process
56
what is the information processing model characterized by
the process through which a consumer must pass to be influenced by marketing
57
what is the innovation adoption model characterized by
the stages a consumer passes through in the adopting of a new product
58
what is the hierarchy of effects model characterized by
the process of how advertising works
59
what are the 2 commonalities across the consumer response models of messages?
attention and awareness
60
what is the basic premise of the hierarchy of effects model?
that advertising effects occur over a period of time and that advertising may not lead to immediate behavioral response or purchase; aka purchase funnel
61
what is a challenge facing companies introducing new products? who is the innovation adoption model especially important to?
to create awareness and interest among consumers and to evaluate the product favorable; companies that are using IMC tools to introduce new products to the market
62
what is the most important stage and most difficult stage, according to the AIDA process?
the action stage, or getting the customer to make a purchase commitment and closing the sale
63
in the information processing model, what does the model assume about the receiver? what is this model similar to? what stage does this model have that others do not and why is it important?
the receiver is an information processor/problem solver; hierarchy of effects; retention (receiver's ability to retain valid/relevant info) and it's important because most promo campaigns are designed to provide info to use later
64
match the KAB model with the appropriate model name:
1. KAB
2. KBA
3. BKA
4. BAK
5. AKB
1. learning
2. rational
3. grudging acceptance
4. dissonance
5. affinity
65
what two major set of factors determine which models are most appropriate?
1. amount of involvement/motivation2. differentiation between choices/options
66
which model is characterized by a product doing well being supported by a campaign to get repurchasers of the brand? when is this most applicable?
affinity (AKB); when you want to build off of the pre-existing positive attitude to promote a brand extensions
67
which model is characterized by people being forced to buy a necessity? when is this most applicable?
grudging acceptance (BKA); when you don't want to but you need to
68
which model is characterized by a supplying of information leading to attitude formation or change and behavior influence? when is this most applicable?
learning (KAB); high involvement and high differentiation
69
which model is characterized by gaining information about a product and using that knowledge to make a purchase? when do you form an attitude about it? when is this most applicable?
rational (KBA); after product use; when involvement is low, there are minimal differences among alternatives, and mass media advertising is important
70
which model is characterized by behaviors leading to attitudes serving as a knowledge base? when is this most applicable? what is used as promotion?
dissonance (BAK); when consumers must choose between two alternatives that are similar in quality but are complex and may have unknown attributes; reinforcement
71
in the state of ohio, car insurance is a necessity. tajia knows she has to buy some, and after several state farm commercials and flyers, she's sort of leaning towards them. sort of. which KAB model does this represent?
grudging acceptance; BKA
72
bellamew has noticed that the branding for her 88.7% all natural soy and butterbean and gasoline candles have been doing supes well in the farmer market circuits, and now she wants to expand to 88.7% all natural soy and butterbean and gasoline lip balm. which KAB model does this represent?
affinity; AKB
73
bitterblue needs to buy toothpaste because she literally cannot squeeze any more out of her tube and has had to rely on tiny travel-size toothpaste tubes she's collected in her travels. she's trying to decide between crest 3d white and colgate ultrabright, but has seen more commercials for colgate. which is she most likely to choose? based on which KAB model?
colgate because of the minimal differences between the products and low involvement; rational; KBA
74
po is finally ready to by his first horse and steam-buggy, although one wonders about the necessity of a horse if the buggy is steam powered. that aside, there are two really great models on the market: Leck's ViciousRide and Theo's AssCaress. AssCaress has a really great marketing campaign that focuses on information provision. which KAB model is at work here? why?
learning because there is high involvement and high differentiation; KAB
75
maria is trying to decide between dr. pepper and dr. pib. she finally decides on dr. pib but is feeling a little uncertain. which KAB model is being applied? how can she feel comfortable in her decision?
dissonance; BAK; by reinforcing consumer choice after purchase
76
what are the major assumptions of elm?
-there are 2 routes to persuasion that influence strength of consumer response-persuasion doesn't happen in just one way, it depends on: person, context, message-helps unite thinking and nonthinking persuasion categories
77
what are the 6 major assumptions of elm?
■ attitude formation/change depends on amount and nature of processing of relevant information
■ high elaboration (central) means the receiver is being thoughtful and evaluative
■ Low elaboration (peripheral) occurs when the receiver makes inferences based on cues
■ When receiver involvement is low, a celebrity endorser has a significant effect on attitudes (peripheral route)
■ When receiver involvement is high, use of celebrity has no effect on brand attitudes, but the quality of the arguments in the ad is more important (central route)
■ The most effective type of message depends on the route to persuasion the consumer follows
78
what two factors impact the routes to persuasion?
motivation (involvement, personal relevance, needs and arousal levels) and ability (knowledge, intellectual capacity, opportunity to process)
79
when does central route processing occur?
when elaboration likelihood is relatively high
80
which type of ads lead to deeper levels of thinking and processing?
information-rich ads; high ability and high motivation = central
81
when does peripheral route processing occur?
when elaboration likelihood is relatively low and we look for heuristic cues
82
what 3 main categories of thoughts does the cognitive response model focus on and what are the consequences
● Product/message- focus on counter/support arguments
● Source-oriented- focus on source derogation/bolstering
● Ad execution- thoughts about the ad, attitude toward the ad
83
what are some complications or nuances to ELM that we should be aware?
a) Message factors may be both central and peripheral; ELM is a continuum
b) Elements of a message may influence whether process via peripheral route
c) Each input variable has the ability to play multiple roles
84
what is the model of cognitive response's influence of an ad on purchase behavior?
thoughts that occur to receivers while reading, viewing, and/or hearing a communication; these thoughts reflect the recipient's cognitive processes or reactions and help shape ultimate acceptance or rejection of the message
85
what source attribute is also knows as credibility? how is it characterized? how does the receiver react?
internalization; receiver adopts source's advocated position because it's perceived as accurate. the receiver makes it a part of their belief system
86
what source attribute is also knows as attractiveness? how is it characterized?
identification; receiver is motivated to seek a relationship with the source and adopts similar beliefs, attitudes, behaviors
87
what source attribute is also known as power? how is it characterized?
compliance; receiver adopts the position advocated by the source to receive award or avoid punishment
88
what are some limitations on the effectiveness of source credibility
i. 2 basic credibility dimensions:
expertise and trustworthiness
89
what are the three requirements for source power to be effective/work on consumers according to the lecture?
i. perceived control
ii. perceived concern
iii. perceived scrutiny (they are watching you/ pay attention to you)
90
beartrice is trying to create an advertisement for her fun werebear service and is dealing with low-involvement consumers who don't know a lot about 1-800-FUN-BEAR. where should she put her arguments and why? which effect does this employ?
at the beginning of the message (primacy) because it reduces the level of counterarguing and arouses interest for disinterested customers.
91
beartrice is trying to create an advertisement for her fun werebear service and is dealing with consumers who are pretty interested in 1-800-FUN-BEAR and may even be in the throes of their werebear transformation. where should she put her arguments and why? which effect does this employ?
at the end of the message to result in a more favorable opinion and better retention of information (recency)
92
what is inoculation?
providing controlled amount of negative info which creates immunity to negative info about brand that the consumer will experience outside of the controlled situation
93
beartrice is trying to create an advertisement for her fun werebear service that targets consumers who view the brand positively, but maybe aren't too well informed about the service (and esp. the side effects) and who don't have a lot of critical thinking skills. which argument should she employ and why?
one sided: more effective for those with; favorable attitude, less knowledge and education.
94
beartrice is trying to create an advertisement for her fun werebear service that targets consumers who are very skeptical of her service and have done their research. which argument should she employ and why?
two sided: effective for those with; highly unfavorable attitude, prior knowledge
95
what are the advantages of a fear appeal? (3 + 1)
■ activation attention and interest in message
■ may motivate receiver to resolve threat
■ more likely to process through a central than peripheral route
● stronger attitude change and less dependent on predispositions
96
what are the disadvantages of a fear appeal? (4)
■ Doesn’t aid in persuasion in general
■ May harm recall/comprehension
■ Does Not aid in credibility
■ May wear out faster
97
what are the advantages of a humor appeal? (5)
■ aids attention and awareness
■ may aid message retention
■ creates a positive mood and enhances persuasion
■ may aid name and simple copy registration
■ may serve as a distracter; reducing counterarguing
98
what are the disadvantages of a humor appeal? (4)
■ does not aid persuasion in general
■ may harm recall and comprehension
■ does not aid source credibility
■ may wear out faster than non-humorous ads
99
what are the 4 factors that determine the success of a fear appeal?
perceived severity of threat, susceptibility, response efficacy (coping mechanism), self-efficacy (self solution)
100
if beartrice wants to put an advertisement in BEARFARE MAGAZINE, what media pacing is she most likely relying on? what are the advantages? disadvantages?
self-paced media; better for long, complex messages and central processing; hard to get attention
101
if beartrice wants to put an advertisement on W-GRR, what media pacing is she most likely relying on? what are the advantages? disadvantages?
externally-paced media; better for simple messages and getting attention; can't control rate of information
102
what is the purpose of a hard sell? how is this advertising considered?
to get an informational message to create a logic-based response; direct, forceful, overt
103
what is the purpose of a soft sell? how is this advertising considered?
to use emotional appeals or images to create a response based on attitudes, moods, and feelings; an emotional appeal that's noticeably persuasive and doesn't tell you to buy the product
104
what are the five rational appeals?
feature, competitive, price, news, popularity
105
name some emotional appeals for personal and social based.
personal■ Safety■ Security■ Fear■ Love/Affection■ Happiness/Joy■ Nostalgia■ Sentiment■ Excitement■ Sorrow/GriefSocial-based■ recognition■ status■ involvement■ embarrassment■ affiliation■ rejection■ acceptance■ approval
106
what are the 4 components of a selling strategy?
1. Creating a brand image
2. Finding the inherent drama
3. Positioning the brand
4. Using a unique selling proposition
107
what are the 3 characteristics of a USP?
1. Each ad must make proposition to consumer.
2. This proposition must make a promise competitors either cannot or do not make.
3. The proposition must be strong enough to move the mass millions, meaning it will pull over new customers to your brand.
108
what are the 3 components of a USP?
1. Benefit - buy this product/service and you get this benefit
2. Unique - must be unique to this brand or claim; rivals can’t or don’t offer it
3. Potent - promise must be strong enough to move mass millions
109
what does a high BDI/high CDI indicate?
-high market share-good market potential-market usually represents good sales potential for product + brand
110
what does a low BDI/high CDI indicate?
-low market share-good market potential-product category shows high potential but brand isn’t doing well; determine reason
111
what does a high BDI/low CDI indicate?
-high market share-monitor for sales decline-category isn’t selling well but brand is; may be good market to advertise in
112
what does a low BDI/low CDI indicate?
-low market share-poor marketing potential-product category + brand aren’t doing well; not likely good place to advertise
113
what is the index number a good indicator of?
the potential of the market
114
how do you calculate the index number?
(percentage of users in a demographic segment) divided by (percentage of population in the same segment), multiplied times 100
115
what does the BDI help marketers factor?
the rate of product usage by geographic area into the decision process (or where to promote)
116
how do you calculate the BDI?
(percentage of brand to total US sales in market) divided by (percentage of total US population in market), multiplied times 100
117
how do you calculate the CDI?
(percentage of total product category sales in market) divided by (percentage of population in the same segment), multiplied times 100
118
how do the calculations of CDI differ from BDI?
CDI uses product category information instead of brand information
119
how does TRP differ from GRP?
-TRP does not include waste coverage (duplicated reach)
120
what does a rating point represent?
-1% of all households in a particular area tuned into a specific program
121
index number definition
potential of the market
122
brand development index definition
determines sales potential for a certain brand
123
category development index definition
determines sales potential for a certain category
124
reach
amount of people who see the message
125
frequency
how often the message is sent
126
GRP
gross rating point = reach \* frequency
a measure that represents the total delivery or weight of a media schedule during a specified time period. GRPs are calculated by multiplying the reach of the media schedule by the average frequency
127
TRP
target rating point = target reach \* frequency
the number of persons in the primary target audience that the media buy will—and the number of times
128
television households
number of households that have a tv
129
program rating
(households watching show/total of households that own a tv)
130
share of audience
(households watching show/total households using tv at a specified time)
percentage of households using TV in a specific time period that are tuned to a specific program
131
households using tv
number of tvs being used during a specific time period
132
theoretical perspectives: cognitive response model. what two thoughts are related? what's the impact of attitude?
-exposure + thoughts + attitudes = purchase intent-ad execution thoughts, source oriented thoughts -attitude towards ad influences attitudes about brands
133
theoretical perspectives: ELM
involvement, motivation, ability; central vs peripheral
134
factors that determine effectiveness: personal (3)
perceived interactivity, involvement, flow
135
factors that determine effectiveness: website/brand (6)
actual interactivity, usability, modality, number of functions, fit with brand image, type of product
136
corporate advertising definiton
extension of the PR function that does not promote a product or service, but the entire organization
137
objectives of corporate advertising
smooth labor relations, establish diversified company identity, create a positive image for the firm, communicate the organizations viewpoint, boost employee morale
138
types of corporate advertising
image, event, advocacy, cause-related
139
what's the purpose of image advertising? list the types.
-create a favorable mental image (GE commercial)-general image, positioning ads, sponsorship, recruitment, financial support
140
event sponsorship
activity to promote a product, cause, organization (krispy kreme run)
141
advocacy advertising
supports cause, view, or interest (energy tomorrow)
142
advantages of corporate advertising
excellent vehicle for positioning the firm, takes advantage of benefits derived from PR, reaches a selected target market
143
disadvantages of corporate advertising
questionable effectiveness, questions constitutionality/ethics, lack of consumer interest
144
CPO
cost per order: evaluates effectiveness of a direct ad based on number of calls generated
145
CLTV
customer lifetime value: determines dollar value associated with a long term relationship with a customer from direct marketing
146
coverage
a measure of the potential audience that might receive an advertising message through a media vehicle
147
index number
a ratio used to describe the potential of a market. derived by: dividing the percentage of users in a market segment by the percentage of population in the same segment and multiplying by 100
148
brand development index (BDI)
an index that is calculated by taking the percentage of a brand’s total sales that occur in a given market as compared to the percentage of the total population in the market; the higher the BDI number, the greater the potential that exists
149
category development index (CDI)
an index that is calculated by taking the percentage of a product’s category’s total sales that occur in given market area as compared to the percentage of the total population in the market; the higher the CDI number, the greater the potential that exists for that category products
150
program rating
the percentage of TV households in an area that are tuned to a program during a specific time period
151
cost per thousand (CPM)
a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message (relative cost of print media)
152
what is corporate advertising an extension of? how does it differ from other forms of advertising? what is it designed to do and how?
-the pr function-doesn't promote specific product or service-promote the overall firm by: enhancing its image, assuming a position on a social issue/cause, or seek direct involvement in something
153
providing controlled amount of negative info which creates immunity to negative info about brand that the consumer will experience outside of the controlled situation
what is inoculation?
154
-1% of all households in a particular area tuned into a specific program
what does a rating point represent?
155
potential of the market
index number definition
156
determines sales potential for a certain brand
brand development index definition
157
determines sales potential for a certain category
category development index definition
158
amount of people who see the message
reach
159
how often the message is sent
frequency
160
number of households that have a tv
television households
161
(households watching show/total of households that own a tv)
program rating
162
(households watching show/total households using tv at a specified time)
percentage of households using TV in a specific time period that are tuned to a specific program
share of audience
163
number of tvs being used during a specific time period
households using tv
164
activity to promote a product, cause, organization (krispy kreme run)
event sponsorship
165
supports cause, view, or interest (energy tomorrow)
advocacy advertising
166
sales linked to a cause or nonprofit (RED campaign)
cause-related advertising
167
cost per order: evaluates effectiveness of a direct ad based on number of calls generated
CPO
168
customer lifetime value: determines dollar value associated with a long term relationship with a customer from direct marketing
CLTV
169
a measure of the potential audience that might receive an advertising message through a media vehicle
coverage
170
a ratio used to describe the potential of a market. derived by: dividing the percentage of users in a market segment by the percentage of population in the same segment and multiplying by 100
index number
171
an index that is calculated by taking the percentage of a brand’s total sales that occur in a given market as compared to the percentage of the total population in the market; the higher the BDI number, the greater the potential that exists
brand development index (BDI)
172
an index that is calculated by taking the percentage of a product’s category’s total sales that occur in given market area as compared to the percentage of the total population in the market; the higher the CDI number, the greater the potential that exists for that category products
category development index (CDI)
173
the percentage of TV households in an area that are tuned to a program during a specific time period
program rating
174
a computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message (relative cost of print media)
cost per thousand (CPM)
175
a computation used by media buyers to compare the cost-efficiency of broadcast programs that divides the cost of commercial time on a program by the audience rating (relative cost of broadcast media)
cost per ratings point (CPRP)
176
cost per ratings point (CPRP)
a computation used by media buyers to compare the cost-efficiency of broadcast programs that divides the cost of commercial time on a program by the audience rating (relative cost of broadcast media)
177
cause-related advertising
sales linked to a cause or nonprofit (RED campaign)
