Term
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Definition
| tell your story indirectly through third-party outlets, primarily the media (pg 85) |
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Term
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Definition
1. You can't control the content
2. You can't control the timing
3. You can't control the visual appearance of your message
4. You can't control that your intended message was even delivered |
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Term
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Definition
(Where 1 and 2 have already happened)
1. 1950's - product era; all you needed was "a better mousetrap" and the money to promote it
Ex: asprin
2. 1960's - image era; a company's image/reputation was more important in selling a product than any specific product feature
(Ex: Tylenol, 1955)
3. Today - positioning era; company must create a position in the prospects mind. One that takes into consideration both the co's strengths and weakness and those of its competitors
(Ex: Advil, 1984) |
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Term
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Definition
Combining existing categories (phone, digital camera, internet) into combination products (iPhone).
R&R believes it threatens opportunities to create new brands by creating new product categories |
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Term
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Definition
| Create new category (TV) that creates opportunity for more new categories (cable, premium cable) and more new brands (MTV, HBO, DirecTV) |
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Term
| Problems with line extensions (as opposed to introducing a new brand name for a new product category) |
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Definition
1. They blur the singular identity of the brand (Crest Whitestrips instead of just Whitestrips)
2. They bleed advertising support from the base brand (Crest was introduced as a decay-preventing toothpaste. It has since used its advertising to promote new flavors & Whitestrips - one of the reasons it lost its toothpaste leadership to Colgate was its failure to stay consistent) |
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Term
| How do you launch a brand with no publicity potential |
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Definition
| You don't. In this media-saturated environment, if you can't win the media battle you can't win the marketing battle (pg 115) |
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Term
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Definition
From producers to wholesalers to retailers to consumers.
Uses: company's sales force and trade promotions
Spending: incentives to wholesalers and retailers (volume discounts, rebates, discounts and free goods). The retailers rather than the company |
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Term
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Definition
Consumer demand for the product pulls it thru the channel (Ex: Furby)
Spending: company spends more on advertising to generate demand for the product so that consumers seek it out |
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Term
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Definition
| positive story in a key publication (or tv show) that can support the entire publicity program (Ex: Papa Johns and the WSJ pg 134) |
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