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TEST 3 Flashcards

1
Q

Hierarchy of effects

A
  1. Awareness
  2. Knowledge
  3. Desire
  4. Purchase trial
  5. Loyalty

**cognitive (thinking), affective (feeling), and conative (doing) increases as the steps progress

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2
Q

hierary of effects and the decision-making process:

A
  1. Awareness-problem recognition
  2. Knowlege-information search
  3. Desire-evaluation of alternatives
  4. Purchase trial-product choice
  5. Loyalty-post-purchase
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3
Q

2 ways to determine the promotional budget:

A

-top-down budgeting techniques
-bottom-up budgeting technique

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4
Q

definition

percentage-of-sales method

a top-down budgeting technique

A

budget is based on sales

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5
Q

definition

competitive-parity method

a top-down budgeting technique

A

match what competitors spend in marketing communications

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6
Q

definition

Objective-task method

a bottom-up budgeting technique

A

set a specific goal (ex: increase awareness by 20%) and define promotional efforts needed to achieve the goal and associated costs

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7
Q

3 models of marketing communications:

A
  1. one-to-many model (mass communication)-advertising, sales promotions, public relations
  2. one-to-one model-personal selling, direct marketing
  3. many-to-many model-word of mouth thru social media
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8
Q

definition

Promotional Mix

A

communication elements that the marketer controls

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9
Q

definition

public relations

A

communication to create a positive image among various publics (consumers, shareholders, government) and address negative events

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10
Q

marketers face inherent trade-offs between…

A

the extent of message control and the perceived credibility of the message

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11
Q

when choosing the extent of a marketer’s control over communication

A

advertising
sales promotion
personal selling
direct marketing
public relations
word of mouth

list goes from high control to low control/high cost to low cost

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12
Q

definition

Integrated Marketing Communications (IMC)

A

the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer

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13
Q

creative elements of advertising”

A

-appeal
-execution format

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14
Q

how to say it: key creative decisions

A

-appeal: rational, emotional, reminder ad, and teaser ad
-execution format: comparison, demonstration, storytelling, testimonial, slice of life, and lifestyle

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15
Q

definition

advertising appeals

A

the central idea of the ad and the basis of advertising message

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16
Q

definition

informational or rational

an advertising appeal

A

-practical need: emphasis on product features and/or benefits
-based on a unique selling proposition (USP)

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17
Q

definition

emotional

an advertising appeal

A

focus on an emotional or social benefit from the product: safety, love, pleasure, excitement, approval, admiration, fear

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18
Q

definition

reminder advertising

an advertising appeal

A

keep brand name in people’s minds

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19
Q

definition

teaser or mystery ads

an advertising appeal

A

generate curosity and interest

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20
Q

definition

execution formats

A

the basic structure of the message

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21
Q

definition

comparison

a execution format

A

a comparative advertisement explicitly names one or more competitors

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22
Q

definition

demonstration

a execution format

A

the ad shows a product “in action” to prove that it performs as claimed

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23
Q

definition

storytelling

a execution format

A

modern storytelling commercials are like 30-second movies with plots that involve the product in a more peripheral way

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24
Q

definition

testimonial

a execution format

A

a celebrity, an expert, or a “man in the street” states the product’s effectiveness. The use of a celebrity endorser is a common but expensive strategy

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25
# definition slice of life | a execution format
Presents a (dramatized) scene from everyday life. Can be effective for everyday products that consumers may feel good about if they see that "real" people buy and use them.
26
# definition lifestyle | a execution format
shows a person attractive to the target market in an appealing setting. The advertised product is "part of the scene", implying that the person who buys it will attain the lifestyle.
27
where to say it: media vehicles
-traditional media: TV, radio, newspapers, magazines -digital media: search ads, display ads -other media: out-of-home media, advergaming, product placement
28
media planning: how to calculate levels of exposure
Gross Rating Points (GRP)= Reach x Frequency ## Footnote *Reach=% of target population exposed at least once within a specified period *Frequency=# of times an individual is exposed within the period
29
media planning: how to calculate cost effectiveness
Cost per thousand (CPM)= media cost/# of target audience members reached/1000
30
media planning: when and how often (scheduling)
continuous- brand requires continuous reinforcement flighted-seasonal demand pulsing
31
# definition sales promotions
programs designed to build interest in or encourage purchase of a good or service during a specified period
32
# definition consumer sales promotions
sales promotion activities targeting the ultimate consumer
33
# definition trade sales promotions
sales promotion activities targeting a marketing channel member, like a wholesaler or retailer
34
consumer-oriented sales promotions
-based on price: coupons, price deals, refunds and rebates, frequency programs, and special/bonus packs -attention getting: stimulate interest in a product like contests, premiums, and sampling
35
# definition search engine optimization (SEO)
the process of improving a website to increase its visibility when people search for related products or terms in search engines
36
how people use SEO to find your website on a search engine
impressions--> clickthrough rate ---> bounce rate
37
# definition impressions
number of times a link is displayed to an internet user (depends on the ranking of the web page for a search term)
38
# definition clickthrough rate
percentage of impressions that actually result in clicks
39
# equation clickthrough rate (CTR) equation
(number of users who click/impressions) *100
40
# definition bounce rate
percentage of visitors who leave after seeing only one page
41
content strategy framework (aka hero-hub-help framework)
-Hero-large scale, tent-pole events or 'go big' moments designed to raise broad awareness -Hub-regularly scheduled 'push' content designed for your prime prospect -Help-always on 'pull' content designed for your core target
42
examples of the hero-hub-help framework
-hero=video music awards -hub="see the real me" series -help= day to day interactions and posts in social media
43
company's role in content creation
-create -collaborate -curate
44
google ranks indexed web pages for organic search based on what two criteria?
relevance and authority
45
what is going to maximimize impressions?
search engine rank
46
# a criteria for maximizing impressions w search engine rank relevance
-how closely a consumer's search query matched a web page -based on page title, page content, page descriptors (meta tags)
47
# a criteria for maximizing impressions w search engine rank authority
-degree to which the web site is a reputable, trustworthy source -based on the number and authority of other web pages that link to it
48
do you want to increase or minimize bounce rate?
minimize
49
how do search engines determine an ad's positioning on a page?
-quality score=how relevant the ad is to the consumer & quality of the landing page -cost per click bid=amount a firm bids on a particular keyword & keywords that attract higher traffic are more expensive
50
can buy display ads in two ways (depending on your goal)
-pay per impression (CPM) -pay per click
51
# definition pay per impression (CPM)
goal: build awareness the company pays every time a consumer sees a display ad, whether or not a consumer clicks through
52
# definition pay per click
goal: maximize clicks and conversion rates the company only pays when the consumer clicks on the ad
53
# definition engagement rate equation
sum of all comments and likes/# of posts x 1/# of followers | avg. engagment per post x per follower
54
# definition public relations
the communication function that seeks to build good relationships w an organization's publics: consumers, stockholders, legislators, and other stakeholders
55
# definition proactive PR
create publicity: unpaid communication about an organization that appears in the mass media
56
57
# definition crisis management
manage firm reputation in face of a negative event: -be honest about the problem -quickly take responsibility for correcting it
58
PR activities | there's 6 of them!
-press releases -internal relations -investor relations -lobbying -sponsorships -guerrilla marketing
59
# definition internal relations | a PR activity
engaging employees of the org
60
# definition investor relations | a PR activity
focus on the financial community (ex: annual report)
61
# definition guerrilla marketing | a PR activity
surprising consumers w promotional actions in unexpected places
62
# definition personal selling
a purchase situation involving a personal communication between two people in an attempt to influence each other
63
the more complex, technical, and expensive the product....
the more heavily firms tend to rely on personal selling to promote it
64
transactional selling | approach to personal selling
approach that focuses on making an immediate sale with little concern for developing a long-term relationship with the customer
65
# definition relationship selling | approach to personal selling
process by which a salesperson secures, develops, and maintains long-term, profitable customer relationships
66
key forms of direct marketing
catalog, direct mail, direct-response TV, infomercials, and M-commerce
67
# definition marketing channel
a set of interdependent organizations that eases the transfer of ownership as products move from producer to business user or consumer
68
key channel members
-producers -wholesalers -retailers -consumers
69
# definition supply chain
supply chain incl. all activities necessary to turn raw materials into a good or service and put it into the hands of the consumer/business customer
70
3 functions performed by channel members
1. breaking bulk 2. creating assortment 3. transaction efficiency
71
# definition direct channel
producer---> consumers
72
# definition indirect channels
ex: producer to retailer to consumers OR producer to wholesaler to retailers to consumers | basically.. anything more than producer straight to consumer!
73
3 factors that influence channel length
-*market factors*: geographic location, big/small orders -*product factors*:perishable/durable, complex/simple, expensive/inexpensive -*producer factors*: manufactor has/lacks resources, broad/limited product line, channel control important/not important
74
3 levels of distribution intensity
-intensive -selective -exclusive
75
# definition intensive | level of distribution intensity
achieve mass market selling, less expensive products that merit little shopping effort | number of intermediaries: many
76
# definition selective | level of distribution intensity
work with selected intermediaries, more expensive products which requires comparison shopping | number of intermediaries: several
77
# definition exclusive | level of distribution intensity
work with single intermediary, products searched extensively by consumers with high cost-to-serve and need for individualized attention | number of intermediaries: one
78
# definition supply chain management
integrates processes within and across firms to optimize the flow of products, finances, and information from initial suppliers to the ultimate customer
79
# definition cultural values ## Footnote which markets to enter depend on socio-cultural factors like cultural values and social norms
shared conceptions of what's desirable in the culture: cultural ideals | in USA: high on individualism...
80
# definition social norms and customs ## Footnote which markets to enter depend on socio-cultural factors like cultural values and social norms
specific rules that dictate what's appropriate within a society: how to behave | ex: keep your distance, respect others' personal space
81
# definition standardization | standardization OR localization??
-basic needs and wants are the same everywhere -large economies of scale: same product, same promotional materials
82
# definition localization | standardization OR localization??
-each culture is unique -tailoring products and promotional materials to local markets increases marketing effectiveness
83
product strategies
straight extension->adaptation->invention

mkt 3305 (2 decks)

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