Promotional Mix Elements
This paid form of nonpersonal communication is delivered through mass media like TV, magazines, and newspapers.
What is advertising?
According to Key Feature #1, the IMC process should start with this person, not the company.
Who is the customer or prospect?
What is the marketing asset that represents the added value a brand gives to a product?
What is brand equity?
This concept describes holding marketing communications responsible for real performance outcomes.
What is accountability?
This class is the first stage where consumers become aware of a new brand.
What is awareness class?
This promotional activity attempts to stimulate short-term buyer behavior and includes coupons, samples, and rebates.What is sales promotion?
What is sales promotion?
Key Feature #2 states that IMC should use any form of relevant contact or this term for message delivery channels.
What are touchpoints?
What is the consumer response that often results from strong brand equity, along with higher prices and loyalty?
What is brand preference?
This common metric compares what you get back from marketing relative to what you spent.
What is Return on Investment (ROI)?
This is a part of a brand’s “trade dress” often associated with a graphic design element.
What is a brand logo?
This element involves paid, person-to-person communication where sellers determine needs and persuade buyers to purchase.
What is personal selling?
Key Feature #3 emphasizes that all marketing communications must do this "with a single voice."
What is speak (or communicate consistently)?
These two dimensions (awareness and associations) make up what consumers know about a brand.
What is brand knowledge?
Rather than just counting exposures, this measures whether communications achieve desired consumer responses.
What is effectiveness?
This U.S. law makes it illegal to manufacture or distribute devices designed to bypass copyright protection, even when fair use might otherwise apply.
What is the Digital Millennium Copyright Act?
This organizational activity fosters goodwill between a company and its publics, often through publicity and product releases.
What is public relations (PR)?
Key Feature #4 focuses on building these enduring links with customers rather than engaging in short-term "flings."
What are relationships?
In a firm-based view of brand equity, this term describes the extra revenue a branded product earns over a private label version.
What is revenue premium?
Brand equity measures often go beyond short‑term sales figures to reflect these longer‑term perceptions.
What are consumer brand attitudes?
Consumers who repeat buy after trying are in this final adoption class.
What is repeater class?
This interactive marketing system uses advertising media to effect a measurable response at any location and includes direct mail and telemarketing.
What is direct marketing?
Key Feature #5 states that IMC must ultimately accomplish this, not just create awareness or attitudes.
What is affect (or influence) behavior?
This is the strongest form of consumer memory of a brand, when it’s the first brand that comes to mind in a category.
What is top-of-mind awareness?
This term refers to a loyalty-related outcome that strong brand equity helps build, lowering costs and improving competitive position.
What is customer loyalty?
What are the five steps of the brand-naming process in order?
What is specify objectives for the brand name, create candidate brand names, evaluate candidate names, choose a brand name, and register a trademark?