Dividing a market into different groups based on social class, lifestyle, or personality characteristics.
PSYCHOGRAPHIC SEGMENTATION
100
Scheduling ads evenly within a given period.
CONTINUITY
100
Advertising used to inform consumers about a new product or feature to build primary demand.
INFORMATIVE ADVERTISING
100
Consumers view or listen to a portfolio of advertisements, taking as much time as they need.
PORTFOLIO TESTS
100
The researcher asks readers of, for instance, a given issue of magazine to point out what they have seen.
RECOGNITION TESTS
200
Price and product features can be used to position a product.
SPECIFIC PRODUCT ATTRIBUTES
200
A process performed before or after an ad is printed or broadcast.
COPY TESTING
200
Under this concept the company carefully integrates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands.
INTEGRATED MARKETING COMMUNICATIONS
200
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
PROMOTION MIX
200
Advertising used to keep consumers thinking about a product.
REMINDER ADVERTISING
300
Failing ever to position the company at all.
UNDERPOSITIONING
300
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships: the use of direct mail, the telephone, direct-response television, e-mail, the Internet, and other tools to communicate directly with specific consumers.
DIRECT MARKETING
300
This test uses equipment to measure consumers' physiological reactions to an ad: heartbeat, blood pressure, pupil dilation, and perspiration.
LABORATORY TEST
300
Building good relations with the company's various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events.
PUBLIC RELATIONS
300
Short-term incentives to encourage the purchase or sale of a product or service.
SALES PROMOTION
400
Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.
ADVERTISING
400
The advertiser exposes a consumer panel to alternative ads and asks them to rate the ads.
DIRECT RATING
400
Non personal communications channels, including print media (newspaper, magazines, direct mail), broadcast media (radio, television), and display media (billboards, signs, posters).
MEDIA
400
Scheduling ads unevenly over a given period.
PULSING
400
Give consumers a chance to win something, such as cash or a trip.
CONTESTS, SWEEPSTAKES, AND GAMES
500
Designed environments that create or reinforce a buyer's leanings toward consumption of a product.
ATMOSPHERE
500
Occurrences staged to communicate messages to target audiences, such as news conferences or grand openings.
EVENTS
500
Personal presentation by the firm's sales force to make sales and build customer relationships.
PERSONAL SELLING
500
The advertiser asks people who have been exposed to magazines or television programs to recall everything they can about the advertisers and products that they saw.
RECALL TESTS
500
This activity covers internal and external communications and promotes understanding of an organization.