Quiz Ii


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Quiz Ii

  1. 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. 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. 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)