Segmentation
Marketing with the same message to everyone.
What is undifferentiated marketing?
“Perception, often imbued with emotion, that results from experiences with and information about a company, an organization or line of products”
What is a brand?
The problem with this phrase, seen on a sign:
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Fireworks
"You can trust"
Sold here
_________________________
What are unnecessary quotation marks?
This kind of analysis includes the strengths, weaknesses, opportunities, and threats of an organization.
What is a SWOT analysis?
For example, one big difference between this kind of media and paid and owned media is that this kind of media has a higher level of third-party credibility.
What is earned media?
This kind of segmentation bases people into groups based on factors such as what they like to do with their free time.
What is lifestyle or psychographic segmentation?
Human traits that are assigned to a brand. For example, Jeep could be "rugged," "solid," "adventurous."
What is a brand personality?
When planning for campaigns, this includes steps such as quantitative and qualitative fact-finding because our intuitions about our market may be incorrect.
What is market research?
This is kind of another way of saying “the plan for reaching the marketing goals.”
What is the marketing strategy?
The line at the end of the advertisement.
What is a tag line?
A group whose perspectives, values or behavior is used by an individual as the basis for his or her judgments, opinions and actions.
What is a reference group?
This occurs when your product is different than others on a key point as percieved by your customers.
What is differentiation?
This is the term for when all communications (advertising, PR, marketing, customer experience, etc.) are coordinated in messaging and creative concept in order to deliver a consistent experience to the consumer.
What is integrated marketing communications? (IMC)
The activities that you do to execute on the communication strategy - texts, emails, social media, print advertisements, etc.
What are tactics?
The motto for a campaign, these help people remember the campaign.
What is a slogan?
This kind of research includes data that others have collected. For example, Simmons, Mintel, and the Census Bureau offer this kind of data so others can use it.
What is secondary research?
This kind of advantage occurs when your product has an advantage over the competition.
What is competitive advantage?
For any election, you should use the address that you consider home.
What is registering to vote?
Examples include chaning perceptions, eliciting motion, improving understanding (cognition), creating associations with the brand, persuading people to buy, promoting a certain behavior.
Testing whether a communication works – understanding, persuading, motivating
What is concept testing?
Data collected on your own, often for a specific purpose
What is primary research?
How brands are perceived relative to one another. Often, communicators make efforts in order to help ensure their products are perceived favorably compared to others.
What is positioning?
According to a 2017 Mintel report, this month is now the official start of pumpkin spice season.
What is August?
Good ones are specific, time-bound, include a baseline (benchmark –we know where we are now), a goal (where we want tobe), and marker of change, such as percentage change.
What are objectives?
In copywriting, there are three levels at which to describe a product. This one should almost always come first.
Example: saving lives (anti-lock brakes)
What are benefits?