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Advertising |
Is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media (Arens and Schaefer, 2007: 4). |
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Full-service agencies |
Agencies that supply all forms of marcom and not just advertising, sales promotion, or publicity per se |
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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 (Arens and Schaefer, 2007: 5). |
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IMC is a concept and process. The concept of integration is wholeness. Achieving this wholeness in communication creates Synergy, because each element of the communications mix reinforces the others for greater effect. The synergy of mixed media.
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Buzzword |
Word-of-mouth (WOM) advertising |
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Clutter/Noise |
When many messages compete for attention, so viewers become confused and often misidentify the product /(Arens and Schaefer, 2007: 325). |
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Narrowcasting |
When media companies use TV to reach more specialized audiences with select interest (Arens and Schaefer, 2007: 18). |
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Image |
Overall consumer perceptions or end-user feelings toward a company along with its goods and services (Clow & Baack, 2007: 55). |
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Corporate Logo |
The symbol used to identify a company and its brands, helping to convey the overall corporate image (Clow & Baack, 2007: 55). |
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Stimulus Codablitiy |
Items that easily evoke consensually held meanings within a culture or subculture (Clow & Baack, 2007: 55). |
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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 (Clow & Baack, 2007: 55). |
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Brand |
Represents a name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition (Shimp, 2007: 32). |
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Brand Equity |
A set of brand assets that add to the value assigned to a product (Clow & Baack, 2007: 55). |
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Flanker Brand |
The development of a new brand by a company in a good or service category in which it currently has a brand offering (Clow & Baack, 2007: 55). |
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Co-branding |
Offering tow or more brands in a single marketing effort (Clow & Baack, 2007: 55). |
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Revenue premium |
The revenue differential between a branded item and a corresponding private labeled item. |
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ROMI |
The idea of return on investment (ROI), which is well known in accounting, finance, or managerial economics circles, is referred to in marketing circles as ROMI, or return on marketing investment. |
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Target Market Selection |
The first step target marketing is to assess which of the newly created segments offer the greatest profit potential and which can be most successfully penetrated (Arens & shaefer, 2007: 107-108).. |
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Target Market |
The company designates one or more segments as a target market – that group of segments the company wishes to appeal to, design products for , tailor its marketing activities toward (Arens & shaefer, 2007: 108). |
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Market Segmentation |
The identification of specific purchasing groups based on their needs, attitudes, and interests (Clow & Baack, 2007: 123). |
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Market Segment |
A set of businesses or group of individual consumers with distinct characteristics (Clow & Baack, 2007: 123). |
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Promotions Opportunity Analysis |
The process marketers use to identify target audiences fro a company’s goods and services and the communication strategies needed to reach these audiences (Clow & Baack, 2007: 122). |
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Behaviorgraphies |
Specifically, represents information about the audience’s behavior in terms of
ü Past purchase behavior ü Online search activity in a particular product category or set of related categories
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Psychographic |
Ø Psychographics captures aspects of consumers’ psychological makeup and lifestyles including their
ü Attitudes ü Values ü Motivations
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Demographics |
• Demographics reflect measurable population characteristics such as
Ø Gender Ø Age Ø Education Ø Income Ø Ethnicity
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Geodemographics |
• Geodemographics is based on the premise that consumers who reside within geographic clusters such as zip code areas and neighborhoods also share demographic and lifestyle similarities
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U.S: VALS segmentation
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• The U.S: VALS segmentation scheme places American adult consumers into one of eight segments based on psychological characteristics that are related to purchase behavior and several key demographics
• The horizontal dimension in this figure represents individuals’ primary motivations, whether in terms of their pursuit of ideals, their need for achievement, or drive to self-express
• The vertical dimension reflects individuals’ resources as based on their educational accomplishment, income levels, health, energy, and consumerism
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Buzzword |
Word-of-mouth (WOM) advertising |
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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 (Clow & Baack, 2007: 55). |
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Repositioning
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Revising a brand’s positioning is termed repositioning
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Positioning 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 (Shimp, 2007: 12). |
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Product Positioning Strategies |
Effective positioning can be achieved in seven different ways: 1) Attributes 2) Competitors 3) Use or application 4) Price-quality relationship 5) Product user 6) Product Class 7) Cultural Symbols
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Under-positioning |
Under-positioning - fail to make a clear differentiation with competitors
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Over-positioning |
Over-positioning – extreme positioning on one benefit will reduce the number of interested consumer |
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Confusing positioning |
Confusing positioning – inconsistent communications or choice of distribution channels would give a confused image
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The consumer processing model (CPM) |
The consumer processing model (CPM) From a consumer-processing perspective (CPM), information processing and choice are seen as rational, cognitive, systematic, and reasoned
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The hedonic, experiential model (HEM). |
The hedonic, experiential 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 |
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The perceptual encoding
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The perceptual process of interpreting stimuli is called perceptual encoding |
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Feature analysis |
Feature analysis is the initial stage whereby a receiver examines the basic features of a stimulus (such as size, shape, color, and angles) and from this makes a preliminary c1assification
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The active synthesis |
The second stage of perceptual encoding, active synthesis, goes beyond merely examining physical features
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Maslow’s theory of Hierarchy of Needs
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Needs |
Needs are the basic, often instinctive, human forces that motivate us to do something (Arens & Shaer, 2007: 136)
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Wants |
Wants are „needs“that we learn during our lifetime. (Arens & Shaer, 2007: 136)
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The Hierarchy of Marcom Effects
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The hierarchy of effects metaphor implies that for marketing communications to be successful it must move consumers from one goal to the next goal
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OVERT NAMES
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IMPLIED NAMES
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CONCEPTUAL NAMES
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ICONOCLASTIC NAMES
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The Brand Naming Process |
Step 1: Specify Objectives for the Brand Name Step 2: Create Candidate Brand Names Step 3: Evaluate Candidates Step 4: Chooses a Brand Name |
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The consumer processing model (CPM) |
The consumer processing model (CPM) From a consumer-processing perspective (CPM), information processing and choice are seen as rational, cognitive, systematic, and reasoned
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The hedonic, experiential model (HEM). |
The hedonic, experiential 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 |
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The perceptual encoding
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The perceptual process of interpreting stimuli is called perceptual encoding |
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Feature analysis |
Feature analysis is the initial stage whereby a receiver examines the basic features of a stimulus (such as size, shape, color, and angles) and from this makes a preliminary c1assification
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The active synthesis |
The second stage of perceptual encoding, active synthesis, goes beyond merely examining physical features
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