Chapters 1 & 2
Interactions that occur whenever a customer or prospect contacts a company
What are customer-initiated touch points?
This person is responsible for the total management of the brand.
What is the brand manager?
The person or organization that has information to share with another person or group of people.
What is the source?
In this budgeting approach an amount is determined and then passed down to various departments.
What is the top-down approach?
Taste the Rainbow is the slogan of this product!
What are Skittles?
Exposure for a company or a brand that it did not have to pay for.
What is earned media?
This type of agency is set-up, owned, and operated by the advertiser.
What is an in-house agency?
The method by which the communication travels from the source or the sender to the receiver.
What is the channel?
The key idea of a marketing campaign expressed in a few words or a brief statement.
What is a tagline?
The extent to which the recipient of a message sees the source as having relevant knowledge, skills, or experience and trusts the source.
What is credibility?
Something special that a firm does or have that gives it an edge over the competition.
What is the competitive advantage?
The first stage in the consumer decision making process.
What is problem recognition?
The act of propagating marketing-relevant messages through the help and cooperation of individual consumers.
What is viral marketing?
A delayed or lagged effect whereby the impact of advertising on sales can occur during subsequent time period.
What is the carryover effect?
KFC has this brand slogan.
What is "Finger Lickin' Good?"
Dividing a market into distinct groups.
What is market segmentation?
Abraham Maslow's classic theory of human motivation.
What is the hierarchy of needs?
The process of transforming the sender's message back into thought.
What is decoding?
An advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior.
What is a fear appeal?
The subset of all brands of which the consumer is aware.
What is the evoked set?
Ignoring segment differences and offering just one product or service to the entire market.
What is undifferentiated marketing?
When consumers choose to focus attention on certain stimuli while excluding others.
What is selective attention?
In this message strategy, an ad mentions both sides of an issue and then refutes the opposing view.
What is a refutational appeal?
This concept refers to the extent to which an ad contains elements that are novel, different, or unusual.
What is divergence?
A theory that the first information presented will be the most likely to be remembered.
What is the primacy effect?