ISC
ISC Past/Present
Client/Research
Consumers
Message Strategy
100
This is the branch of the marcom mix that a person experiences when engaging with a sales person, one-on-one at the Verizon Wireless store.
What is personal selling?
100
These are the six marketing eras, which evolved throughout time as means of production, transportation, education, and technology advanced.
What are: trade era, production era, sales era, marketing department era, marketing company era, relationship company era
100
The different elements of a situation analysis
What are client, competitive, opportunity and market analysis?
100
The four "ics" of marketing.
What are demographics, behavioristics, psychographics and geographics?
100
The concept that outlines what a company should do to distinguish its product or service in the marketplace.
What is positioning?
200
This is the branch of the marcom mix that involves companies generating publicity, nurturing interactive relationships, and encouraging consumers to share brand information on their own.
What is public relations?
200
Education, the transcontinental railroad system, and advances in production protocol, like the assembly line
What are the factors that led to mass consumerism and growth
200
Susie works for Yeti Coolers. Her account manager wants to know more about where millennials prefer to purchase sports equipment, and asks Susie to look up information in publications like AdAge, Ad Week and Direct Marketing News. She's conducting this type of research.
What is secondary research?
200
Savanah decided this morning that she needs to purchase a new laptop. First, she asks her friend Kelli and her brother Michael what they like about their laptops. Then she looks online for information on the kind of features she might consider while she's looking. She is in this phase of the consumer decision-making process.
What is information search?
200
The positioning strategy used in T.J. Maxx commercials. They focus on "the maxxinista" who wears stylish clothes that at a fraction of the cost.
What is by position the product by price?
300
Known as the four Ps, these four elements comprise a mix that companies use to market a brand.
What are product, price, promotion and place
300
Advertisements specially located where particular groups congregate for a variety of purposes. For example, Ugg Australia installed this large advertisement in a popular shopping mall in New Jersey.
What is place-based advertising?
300
The type of data that provides insight into people's motivations, attitudes and values. An example question for a focus group that would elicit this type of data would be "How does this product make you feel while you are using it?"
What is qualitative data?
300
This is the type of decision-making consumers would likely use when contemplating big purchases, like a car or a house.
What is extended decision making?
300
The attitude change strategy that Samsung used in it's Galaxy commercial, in which consumers waited in a long line for "the next big thing." A person in line mentions the new product will have 4G. The Samsung customer responds, "We've had that for a while."
What is changing perceptions of the competition?
400
These are the three basic possible strategies that act as starting points for marketing efforts
What are 1)cost leadership 2)focus 3)differentiation
400
A term that describes the large volume of information companies can receive on a day-to-day basis. But it’s not the amount of it that’s important: it’s what organizations do with it that matters. It can be analyzed for insights that lead to better decisions and strategic business moves.
What is big data?
400
A concept that lays the foundation for the brand's purpose. For example, Amazon.com states that, "it is our goal to be Earth's most consumer-centric company, where consumers can find and discover anything they might want to buy online.
What is vision?
400
Sarah keeps misplacing her cell phone. She regularly misses calls and texts, because she is too scatter-brained to keep up with it. Her boss suggests that she purchase a cell-phone side clip to keep her phone on her at all times. She imagines her dad using the exact same product, and because of this, elects not to purchase it. She was influenced by this type of reference group association.
What is disassociative group influence?
400
The final stage of the consumer decision-making process.
What is post-purchase evaluation?
500
These are the various elements or steps in the basic communication model-- the model which describes how messages are transmitted from (in our case) a brand to a consumer.
What are sender, encoding, message channel, decoding and receiver.
500
A strategic approach that focuses on creating content that is relevant both to a brand and to a clearly-defined audience. For example, if Chanel created and maintained a blog about fashion.
What is content marketing?
500
The level of the brand familiarity ladder that a consumer reaches when he/she develops deep brand loyalty and purchase the same brand regularly.
What is insistence?
500
The tagline "Maybe she's born with it... maybe it's Maybelline" appeals to which layer of needs within Maslow's hierarchy?
What is esteem?
500
The attitude change strategy that Noodles and Company employed, when they emphasized their "REAL cooking" messaging.
What is important characteristic?
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