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Definition
| the most important point-of-purchase merchandising tool. |
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| Two important reasons for the use of packaging? |
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Definition
1. to protect
2. resonable cost |
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| Companies go to great lengths to protect their trademarks bc it is not impossible for a company to lose the right to their trademark. |
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| the system a company uses to make their brand known and how people associate with the brand name and company. |
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Term
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Definition
| It defined a trademark and expanded the concept of infringement, permitted the registration of service marks, provided incontestability status for marks in continuous use for 5 years, and provided that federal registration of a trademark would constitute "constructive notice of the restrant's clam of ownership thereof." |
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Term
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Definition
| also known as a brand name, is the name people use to speak of a product. |
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Definition
| a trademark or trade name embodied in the form of a distinctive lettering or design. |
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Definition
| A name that applies to a business as a whole, not to an individual product. |
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Definition
| the requirements that must be met for a firm to qualify for an exclusive trademark and if they are not met, the trademark is not legally protected and will be lost to the firm. |
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Term
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Definition
1.distinctiveness of the complinant's mark
2.similarity of the marks
3.proximity of the parties' products
4.likelihood of the complinant's bridging the gap between noncompeting product
5.similarity of the parties trade channels and advertising methods
6.quality of the alleged infringer's products
7.sophistication of the particular customers
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Term
T/F?
to protect trademark, advertisers must use it with a generic classification so trademark doesnt become the name of the prduct. |
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Definition
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Term
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Definition
color is onw of the main tools that package designers use to influence and should be considered carefully.
(ill send you a picture of all the colors you may need to know..it would take to long to type) |
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Term
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Definition
-recognition- a package must attract attention to itself so that a consumer can easily identify it in the retail envirnment.
-imagery- project a brand image compatible with the corporate brand-imagery objectives
-structure- the objective is to determine any structual problems consumers pin-point that may inhibit repeat purchases
-behavior-this approach presents simulated shelf settings to groups of people and monitors whether they pick up a purchase a product. |
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Term
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Definition
Much care needs to be given to the role of packaging.
the package does everything a medium should. at the point of purchase, it alone informs, attracts and reminds the consumer. at the point of use, it reinforces the purchase decision.
there is growing evidence that packaging design has a much stronger impact on sales than realized. |
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Term
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Definition
| series of planned actions. |
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Term
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Definition
| Campaigns run longer than an indiviual ad. campaigns are a series of ads run over a period of time. |
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Definition
| a way to reach out to all different types of people by using people of different ethnicities this way your campaign attracts to more people creating more coverage |
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Term
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Definition
| this is the first step in developing s campaign. It asks where are we today? how'd we get here? where are we going in the future? |
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Definition
| advertising themes and selling appeals that are most likey to move our prime prospects to action. |
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Term
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Definition
| all print ads in a campaign should use the same typeface or virtually the same layout format so that consumers will learn to recognize the advertiser simply by glancing at the ads. strong continuity from medium to medium can strengthen the communication. |
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Definition
| it is a set of words that illuminates the advertising and encapsulates the promise that can be associated with one brand only. |
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Definition
| media strategy, media tatics, media scheduling |
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Term
| creative criteria for campaign |
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Definition
| most experts agree on the need for similarity between one advertisement and another in developing successful advertising campaigns. also continuity is used to describe the relationship of one ad to another throughout campaign |
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Term
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Definition
1. prospect identification- matches prospects for a product with users of a specific media, both traditional and alternative
2. timing- all media operate on their own schedule, not that of advertisers
3. creative condsiderations- the creative and media teams must accommodate each other. |
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Term
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Definition
| media planner decides on media vehicles and the advertising weight each is to receive. |
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