Find new user, find new uses for the product and get current users to continue using the product.
What are basic ways to increase sales?
100
Distinguish product from competitors and make it easier for retailers to advertise them.
What are reasons businesses put brand names on products.
100
Financial resources, production resources and marketing resources.
What are the external factors that can have a profound influence on a firm's ability to take advantage of opportunities.
100
Undifferentiated market.
What type of market overlooks differences among market segments, addressing them as a single audience?
100
Stretch objectives
What are objectives set at a level to aim for, but are not expected to achieve?
200
Overlap
What occurs when a goal like increasing sales is written as both a marketing and an advertising objective?
200
Communication objectives
What type of objectives should advertising objectives be formulated as?
200
Don't say it, demonstrate
What is the first new rule of talking to today's customer?
200
Underlap
What occurs when no unit is assigned the responsibility of achieving a result?
200
ROI
What is the acronym for return on investment?
300
Selling focus
What is the first strategic element to consider of a campaign?
300
Sparking
What is a brainstorming technique?
300
Too many product similarities, too many ads and too many processes.
What are some reasons why the classic approach to selling is not as effective as it used to be?
300
Concentrated market/market niche
What market/niche assumes that a firm will achieve more success targeting a smaller segment in the overall market than by competing directly against the market share leader?
300
Relevant, original and impactful
What is an essential element of the campaign concept?
400
Resonance creative approach
What is the creative approach that relies on fond or positive memories or feelings the target audience associated with the brand?
400
Top-of-mind
What is the top level of brand awareness?
400
To inspire great creative.
What is the role of the creative brief?
400
Brand recognition
What is the weakest form of brand awareness?
400
High involvement and think
What is a quadrant top left quadrant on the FCB grid?
500
Preemptive claim
What is a creative approach?
500
Brand awareness, brand acceptance, brand preference and brand persistence
What are the stages of the brand loyalty continuum?
500
Principle document that guides the creative team
What is the creative brief?
500
Measurable
What is a criterion to consider when drafting campaign objectives?
500
Characteristics/consumer benefit, price-quality value, use/application, product user, product class, cultural symbol and competitor.