Front Back
brand equity
future value of a brand
first brand
horses, cattle, sheep
GRP
reach x frequency
SWOT
strengths, weaknesses, opportunities, threats
capital
needed to explain growth of brand
patents
protects a product
creators of wealth
entrepreneurs/inventors
trademark
protects your name
copyright
protects creative ideas
generic brand
no-name product
they don't have to prove claims
politicians
PR
free but cannot control content
advertising
not free but can control content
ad agencies
account management, creative, media
humor in ads
can laugh or fall short
main reason to advertise
to sell
mission statement
statement of a company's reason for being
three weak position statements
value, price, service
halo effect
within one brand, focused on one thing and everything else will follow
de facto positioning
current position
desired positioning
future positioning
qualitative research
not projectable
quantitative research
projectable
social media
media you can talk back with
store brand
private label brand
marketing
connects buyer to seller
inherit value of a product
zero
SKU
stock keeping unit
4 C's
choice, control, convenience, clarity
predatory pricing
can't cut price in one market to drive out local business
collusion
can't get with competitors and set a price
price fixing
can't tell stores how much to charge for product
ethnographic
research method which watches what people do
third critical ingredient in successful advertising
human contact
speech is free but this will cost you
audience
better to have more of this than more reach
frequency
creative destruction
unintended consequences of technological breakthroughs
debt
total sum of previous deficits
who brings order out of chaos?
artists and inventors
incubation
letting subconscious go to work
short list
acceptable brands if favorite isn't available
conceptual map
2d picture of brands in a category
brand
promise, asset, and my heart and soul
first imperative of a business
survival
goes farther than FM
AM
positioning
way consumers see a brand
strategy
way a brand plans to attack a marketing plan
4 P's
place, product, promotion, price
"determinant attributes"
benefits
target segments in marketing
demographics, psychographics, basic needs
tactics
specific weapons and tools a brand uses in marketing plan
sounds better than AM
FM
how advertising agencies get paid
fees/commissions
dominant person
spoil a focus group
#1 ad slogan
got milk?
3 seconds
length a person should look at billboard
7 words
max amount on billboard
ancient shopping centers
agoras, forums, bazaars
FTC
federal trade commission
FDA
food and drug administration
world's largest retailer
walmart
$3.5 million
cost for ad during superbowl
least important part of ad
body copy
last thing to do when writing an ad
write the ad
"when we find it, it will be simple"
the solution
persuasive communication
advertising
advertising cannot
sell a product the second time
frequency of three
wisdom of ads
customer's buying agent
store

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