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Related Flashcards
Related Topics
Cards In This Set
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Marketing messages in paid media.
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Advertising
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A name, term, symbol or design (or combination
thereof) intended to clearly identify and differentiate a
seller’s product from the competitor’s.
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Brand
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A marketing document that summarizes the current
state of the
marketplace as it related to a specific brand.
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Situation analysis
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A system of running competing brands of products
within the same company. Each brand group is a team that operates as a relatively independent
marketing organization within the larger
organization while utilizing common resources.
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Brand management
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Viewing a large market of people with different
demands as many smaller
homogeneous markets.
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Market segmentation
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A marketing approach which considers how consumers
perceive a product
relative to competitive offerings.
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Positioning
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Exists when consumers are bombarded by hundreds of
marketing messages daily.
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Clutter
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Principles that serve as guidelines for both
individuals and organizations.
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Ethics
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Agency function with the responsibility for
representing the voice
of the consumer in all decision making, particularly creative
development.
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Account planning
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In-depth knowledge of the consumer that makes it
possible to
identify product benefits that will motivate purchasing behavior.
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Consumer insight
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Planning and marketing system that involves
collecting and analyzing data on customers
and prospects, particularly behavioral data.
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Database marketing
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Misrepresenation of a product that people believe to be true; omission of material of importance to the consumer that is likely to influence their choice.
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Deceptive advertising
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Form of advertising intended to condemn indifference to human suffering around the world
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Benetton advertising
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Information collected without the consumer's knowledge, usually through the Internet.
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Behavioral targeting
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Perception that occurs when the stimulus is below the level of consumer awareness.
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Subliminal perception
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