Term
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Definition
A set of abstract brand associations (attributes and benefits) that the brand strategist aspires to create or maintain.
A promise to customers
3 to 10 most important aspects or dimensions of a brand.
Serve as a basis of brand positioning in terms of how they relate to points of parity and points of difference. |
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Term
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Definition
| {Extended Brand Identity[Core Brand Identity(Brand Essence)]} |
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Term
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Definition
Also known as Brand Mantra, an articulation of the "heart and soul" of the brand that captures the spirit of the brand and reflects the consumer belief about the brand. Functional Benefits include what the brand is (I.E. VW: German Engineering", BMW: "The ultimate driving machine".)
and
Emotional/SelfExpressive benefits what the brand does. (I.E. Disney "Magical passage into the world of fun and fantasy", Nike "Excelling") |
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Term
| Core Brand Identity/Value |
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Definition
A set of abstract concepts that reflects strategy, includes all relevant association, and differentiate the brand.
I.E. - (NIKE) "Top atheletes","High quality running shoes","innovation","technology". |
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Term
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Definition
Including all of the brand identity elements that are not in core, organized into meaningful groupings. (I.E. brand personality, symbol, logo, jingle, etc.)
Also providing brand implementation decisions benefit from the texture and completeness. |
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Term
| What are the four factors of Brand Positioning? |
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Definition
Identifying the Target Market (Who is the target Consumer?)
Nature of competition (Who are the competitors?)
Points-of-Parity brand associations (How is the brand similar to the competitors?)
Points-of-Difference brand associations (How is the brand different from the competitors?) |
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Term
| Identifying Target Market |
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Definition
| Ensuring the efficiency of the ad campaign - delivering ads to the right persons and increasing interest and response. |
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Term
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Definition
| a subgroup of consumers sharing one or more characteristics that cause them to have similar product needs. |
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Term
| Two-step strategy for segmentation |
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Definition
1. Identifying groups with shared characteristics
2. Combining these groups into larger market segments based on mutual interests |
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Term
| Criteria for Segmentation |
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Definition
1.Unique: Important distinctions can be made in terms of targeting variables
2.Sizable: The segment is large enough to be profitable
3.Reachable: Consumers in the segment can be reached by an appropriate marketing mix. |
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Term
| What are the different types of target segmentation? |
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Definition
| Behavioral, Demographics, Geographics, Geodemographics, Psychographics. |
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Term
Behavioral
(TARGET SEGMENTATION) |
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Definition
| user status, usage rate/occasion, brand loyalty, benefit sought |
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Term
Demographics
(TARGET SEGMENTATION) |
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Definition
| sex, age, ethnicity, education, occupation, income, family |
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Term
Geographics
(TARGET SEGMENTATION) |
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Definition
| by region of country, state, city, regional, international, regional |
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Term
Geodemographics
(TARGET SEGMENTATION) |
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Definition
| Combinations of geographics and demographic segmentation (i.e. Hispanics by City) |
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Term
Psychographics
(TARGET SEGMENTATION) |
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Definition
| values, opinions, attitudes, activities, lifestyle |
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Term
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Definition
| Advertising research is the systematic gathering and analysis of data for use in better understanding ad strategies, ad executions, and whole campaigns. |
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Term
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Definition
Directional, non-generalizable
I.E. Ethonographic research - first hand observation of daily behavior.
I.E. In depth one-on-one interviews, focus groups, participant observations where researchers elicits an in-depth response thru an open-ended question. |
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Term
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Definition
Generalizable but not predictive of consumers behavior (e.g. %)
I.E.Observational Research (ACNielsen, UPC Codes), Experiment Test and Control(cause and effect), Survey (personal interview, telephone, mail, or internet) |
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Term
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Definition
What product qualities lead to initial purchases and brand loyalty
Developing a unique product concept, but bundling utilitarian needs and symbolic consumer benefits. |
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Term
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Definition
Also known as "copy testing"
Researchers takes place near the end of the creative development process. |
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Term
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Definition
Pretesting broadcast oriented, A preliminary version of a commercial in which animated cutout figured are used instead of live participants and real objects.
Advanages - Cheaper to produce
Disadvantages - Relies on consumer's imagination |
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Term
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Definition
Research conducted after the advertising runs
Measure ad performance or effectiveness |
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Term
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Definition
Post testing oriented,
Unaided - Do you recall seeing any ads for _____ in the last 3 months? If yes, describe.
Aided - Do you recall seeing an ad..... (generic description)
Linkage - ability to match brand with advertisement. |
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Term
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Definition
| effectiveness in creating a favorable image (part of post testing) |
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Term
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Definition
| include consumer response (eg. request for additional information, samples, or premiums) |
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Definition
Post testing
did sales increase as the result of a communication effort? |
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Term
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Definition
The written plan specifying how products will be marketed and promoted through integrated marketing communications
A ‘roadmap’ for implementation, control, and continuity of advertising programs
Ensures efficient budget allocation |
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Term
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Definition
Characteristics of top-down planning:
Traditional means of developing marketing plans
Starts broadly, ends with a narrowed focus
Appropriate for launching new products or re-positioning established products |
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Term
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Definition
4-step process
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1.Situation Analysis
2.Setting objectives
-Marketing
-Advertising/IMC
3.Confirming the Marketing Strategy
4.Specifying Tactics |
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Term
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Definition
Characteristics of bottom-up planning:
-Used by small or start-up companies
-Starts narrowly and expands |
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Term
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Definition
| Marketing Tactics -> Marketing Strategy -> Marketing Results |
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Term
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Definition
Strengths (Internal)
Opportunities (External)
Weaknessess (Internal)
Threats (External) |
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Term
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Definition
Provides a “facts-based” look at the current situation
Attempts to understand where the brand is currently AND how it got there |
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Term
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Definition
What should the composite of our marketing efforts accomplish?
-Performance-based, product-oriented
-Measurable
-Must include timing |
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Term
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Definition
In order of top to bottom...
Action
Desire
Conviction
Comprehension
Awareness |
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Term
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Definition
Product Attribute
Price/Quality (SW)
Use/Application
Product Class
Product User
Product Competitor
Cultural Symbol
Product Category |
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Term
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Definition
The process of designing a course of action that shows how advertising time and space will be used to contribute to the achievement of marketing/advertising objectives.
A process for determining the most cost-effective mix of media for achieving a set of media objectives |
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Term
| 4 Rules of Media Planning |
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Definition
1. Optimize Reach and Frequency
2. Minimize CPM
3. Avoid Waste
4. Stay Within the Budget |
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Term
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Definition
(Brand Development Index)
how well a brand is doing in a specific market relative to population size of that market
indicates sales potential
the relative strength and weakness for the brand in each market |
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Term
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Definition
(Category Development Index)
How well the product category does in a given spot market or region relative to population size of that market or region
Indicates sales potential
The relative strength and weakness for product category in each market |
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