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Quiz Ii

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  • 1. Advertising  Advertising includes all forms of paid, non-personal communication and promotion of products, services, or ideas by a specified sponsor. Advertising appears in such media as print (newspapers, magazines, billboards, flyers) or broadcast (radio, television). Marketing  Is an organizational function and a set of processes for creating communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Clutter  Or noise: when many messages compete for attention, so viewers become confused and often misidentify the product; Stimulus Codability  Items that easily evoke consensually held meanings within a culture or subculture. Corporate Logo  The symbol used to identify a company and its brands, helping to convey the overall corporate image. Salience  When consumers are aware of the brand, have it in their consideration sets, regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to other. Brand Equity  A set of brand assets that add to the value assigned to a product. Market Segmentation  The identification of specific purchasing groups based on their needs, attitudes, and interests. Behaviorgraphics  Specifically, represents information about the audience’s behavior in terms of: o Past purchase behavior o Online search activity in a particular product category or set of
  • 2. related categories VALS (Values Attitudes and Lifestyles) Segmentation  a psychographic segmentation developed to explain changing values and lifestyles. Also, it enhances the ability to predict consumer behavior. There are several categories: innovators, thinkers, believers, achievers, strivers, experiences, makers, and survivors. Positioning  The process of creating a perception in the consumer’s mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, and methods of distribution, image, and other factors Posistioning Statement  The key idea that encapsulates what a brand is intended to stand for in its target market’s mind and then consistently delivers the same idea across all media channels. Problem of over-positioning  Extreme positioning on one benefit will reduce the number of interested consumer. Problem of under-positioning  Fails to make a clear differentiation with competitors. Consumer Processing Model (CPM)  From a consumer-processing perspective (CPM), information processing and choice are seen as rational, cognitive, systematic, and reasoned. Hedonic Experential Model (HEM)  The hedonic, experiential perspective, on the other hand, views consumer processing of marcom messages and behavior as driven by emotions in pursuit of fun, fantasies, and feelings.
  • 3. Maslow’s Theory Hierarchy of Needs Iconoclastic Names  Does not reflect the company’s goods and services, but instead, something that is unique, different, and memorable. Conceptual Names  Try to capture the essence of the idea behind the brand (eg. Google)