69 Cards in this Set
| 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
|
MK 3010: TEST 2