Comprehensive Guide to Marketing and Communication Concepts

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Business - Advertising

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Cards in this deck(100)

The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services is known as _____.

A strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs is called _____.

The approach that seeks to have all of a company's marketing and promotional activities project a consistent, unified image is known as _____.

Avoiding duplication, creating synergy among promotional tools, and achieving more efficient and effective marketing are benefits of _____.

The activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers is called _____.

A customer's perception of all the benefits weighed against all the costs of acquiring and consuming a product or service is referred to as _____.

Performance or feature-based benefits that a product provides are known as _____ benefits.

The way a brand makes you feel during the purchase process or user experience is referred to as _____ benefits.

A brand that acts as a vehicle by which a person can express themselves is providing _____ benefits.

A brand that provides the opportunity to participate in or feel like part of a group offers _____ benefits.

The combination of factors including the name, logo, symbols, design, and performance of a product/service that defines what the brand is, is known as _____.

An inside-out perspective that involves internal stakeholders' self-perception and is oriented in the future is known as the _____ perspective.

The way consumers perceive the brand is referred to as _____.

An outside-in perspective that involves external stakeholders' perception and is oriented in the past is known as the _____ perspective.

The value of having a well-known brand name, which is oriented in comparison to a no-name equivalent product, is called _____.

Paying to have time and/or space to show advertisements, such as on television, radio, or newspapers, is known as _____.

The difference between a brand posting on Instagram versus boosting that post is an example of _____.

Word-of-mouth, mentions, and reviews are examples of _____ media, which most marketers desire.

Paid forms of non-personal communication that are aimed at mass consumer markets and are cost-effective are known as _____.

When an organization communicates directly with target customers to generate a response or transaction, it is engaging in _____.

Back-and-forth communication where users participate in and modify the form and content of information in real time is known as _____.

Marketing activities that provide extra value or incentives to the sales force, distributors, or ultimate consumers to stimulate immediate sales are called _____.

Systematically planning and distributing information to control and manage image and publicity is known as _____.

Person-to-person communication where a seller attempts to assist or persuade prospective buyers to make a purchase is called _____.

What is the first step in the IMC planning process model? It is the review of the _____.

A detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands is known as _____.

The analysis that assesses strengths, weaknesses, opportunities, and threats is called _____.

Assessing the strengths and weaknesses of the product/service offering and the firm itself is known as _____.

Examining customer, competitor, and environmental factors to identify opportunities and threats for the focal product/service is called _____.

Market opportunities are areas where the company feels there are favorable demand trends and customer needs are not being satisfied. This is identified through _____.

Competition can range from direct brand competition to indirect products and services that satisfy consumers' needs. This is examined through _____.

Something unique or special a firm does or possesses that gives it an edge over competitors is known as _____.

Delivering the same benefits as competitors but at a lower cost is referred to as _____.

Delivering benefits that exceed those of competing products, such as quality, service, or innovation, is known as _____.

The process by which marketers develop different marketing strategies to satisfy different customer needs is called _____.

Dividing up a market into distinct groups that have common needs and will respond similarly to marketing actions is known as _____.

Identifying factors such as language, climate, and lifestyle to develop appropriate marketing strategies for each area is called _____.

Segmenting the market based on age, life stage, gender, and marital status is known as _____.

Segmenting the market based on income, education, and occupation is part of _____.

Dividing the market on the basis of personality, values, and lifestyle is referred to as _____.

Determination based on activities, interests, and opinions (AIOs) of the consumer is known as _____.

Eight lifestyles with distinctive attitudes, behaviors, and decision-making patterns combined with an estimate of resources is called _____.

Combining demographic and behavioral information to better understand and target customers is known as _____.

Segmenting the market based on purchase occasion, user status, usage rate, loyalty rate, readiness stage, and attitude toward product is called _____.

Segmenting consumers who are generally trying to satisfy specific needs and select products accordingly is known as _____.

Which of the segmentation methods are based on customer characteristics? They include _____, demographic, sociographic, and psychographic.

Which of the segmentation methods are based on buying situations? They include behavioristic and _____.

Ignoring segment differences and offering just one product or service to the entire market is known as the _____ coverage option.

Marketing in a number of segments but developing separate marketing strategies for each is known as the _____ coverage option.

Selecting and trying to capture a large share of a single segment is known as the _____ coverage option.

Creating a perception in the consumers' mind regarding the nature of the company and its products relative to competitors is called _____.

Pushing a product to the consumer through a producer, wholesaler, retailer, and then consumer is known as the _____ policy.

Incentivizing the consumer to the store through social media ads and coupons is known as the _____ policy.

Who participates in the IMC process? It includes the advertiser (client), advertising agency, media organizations, marketing communication specialist organizations, and _____.

The person who has something to sell in the IMC process is known as the _____.

The organizations responsible for getting ads to consumers, such as TV channels, are known as _____.

Direct marketing agencies, sales promotion agencies, interactive agencies, and public relations firms are examples of _____.

Production studios, research departments, casting agents, directors, lawyers, and accountants are part of _____.

A single agency that has primary responsibility for most of the IMC services that a company or brand might require is known as the _____.

A system where the CEO/President is at the center and various organizational activities are divided along functional lines is called a _____ system.

The person responsible for all promotions activities (except sales) for all of the company's products and services is known as the _____.

A system where decision-making power is delegated to senior or middle management and is separated for various divisions is called a _____ system.

The person responsible for the total management of a brand, including planning, budgeting, sales, and profit performance, is known as the _____.

More top management involvement in communication decisions and better communications and consistency are pros of a _____ system.

Concentrated managerial attention, more flexibility, and rapid responsiveness to opportunities and threats are pros of a _____ system.

An agency owned and operated by its one and only client, the advertiser, is known as an _____.

More direct control, brand knowledge, cost efficiency, and digital content are pros of an _____.

Less experience, less objectivity, less flexibility, and limited access to top talent are cons of an _____.

Highly skilled specialists, specialization in a particular industry, objective market viewpoint, and broad experience are roles of the _____.

WPP, Omnicom, IPG, and Publicis Groupe are known as the _____.

More support and economies of scale are pros of having an agency bought out by a _____.

The person who manages strategies and pitches to win new clients for the agency is known as the _____.

The primary contact between the agency and the client on a day-to-day basis is known as the _____.

The person who manages research and provides insights on how to meet consumer wants and needs is known as the _____.

The person who creates concepts and artwork or copy that will be used across all media is known as the _____.

The person who purchases television, radio, and print media spots for ad campaigns is known as the _____.

The 'social media' manager who acts as the voice of the client externally and the voice of the customers internally is known as the _____.

The person who creates websites, online ads, blogs, games, and apps for the client is known as the _____.

How do you gain clients? Methods include referrals, solicitations, presentations, public relations, and _____.

A client sends out a request for proposal, which can be closed or open, and agencies work for free to gain experience. This is known as _____.

The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services is called _____.

The intersection between the interests of the consumer and the features of the brand is known as the _____.

The psychological process of motivation is related to the decision-making process of _____.

The psychological process of perception is related to the decision-making process of _____.

The psychological process of attitude formation is related to the decision-making process of _____.

The psychological process of integration is related to the decision-making process of _____.

The psychological process of learning is related to the decision-making process of _____.

Problem recognition is triggered by both internal and external features, such as out of stock, dissatisfaction, and _____.

Factors that compel or drive a consumer to take a particular action are called _____.

_____ level needs must be satisfied before _____ level needs become meaningful.

_____ level needs are an ongoing source of motivation for consumer purchase behavior.

The approach that focuses on the deep-rooted motivations that underlie behavior and often lie in the subconscious is known as the _____.

The founder of psychoanalysis is _____.

Freud's nephew, known as the father of public relations who used psychoanalysis in PR, is _____.

The father of motivation research, who used psychoanalysis in marketing and created focus groups, is _____.

Using a variety of methods to gain insight into underlying causes of consumer behavior is known as _____.

Critics argue that motivation research is too vague, unresponsive to the external environment, and has a small sample size, making results _____.

Scanning information stored in memory to recall past experiences or knowledge regarding purchase alternatives is known as _____.

Personal sources, market-controlled sources, public sources, and personal experience are part of the _____ information search.

Beliefs, experiences, needs, moods, and expectations are considered _____ factors of perception.

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Comprehensive Guide to Marketing and Communication Concepts

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