- Marketing: organizational function and a set of processes for creating communication, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
- Clutter: When many messages compete for attention, so viewers become confused and often misidentify the product
- Stimulus codability: Items that easily evoke consensually held meanings within a culture or subculture
- Corporate logo: The symbol used to identify a company and its brands, helping to convey the overall corporate image
- Salience: When consumers are aware of the brand, have it in their consideration sets, regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to other
- Brand equity: A set of brand assets that add to the value assigned to a product
- Market segmentation: The identification of specific purchasing groups based on their needs, attitudes, and interests
- Behaviographics: Measure that is used by marketers to target consumers and this based in their behaviors in terms of their past purchase behavior or their only search activities in a particular product or service category
- VALS segmentation: places American adult consumers into one of eight segments based on psychological characteristics that are related to purchase behavior and several key demographics
- Positioning: The process of creating a perception in the consumer’s mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, and methods of distribution, image, and other factors
- Positioning statement: key idea that encapsulates what a brand is intended to stand for in its target market’s mind and then consistently delivers the same idea across all media channels
- Over positioning: extreme positioning on one benefit will reduce the number of interested consumer
- Under positioning: failure to make a clear differentiation with competitors
- Consumer processing model (CPM): information processing and choice are seen as rational, cognitive, systematic, and reasoned
- Hedonic experiential model (HEM): views consumer processing of marcom messages and behavior as driven by emotions in pursuit of fun, fantasies, and feelings
- Maslow's hierarchy of needs theory: all individuals' needs can be classified depending on their importance. Maslow's theory is represented by a pyramid.
- Hierarchy of Marcom effects: implies that for marketing communications to be successful it must move consumers from one goal to the next goal - Advancing Consumers From Unawareness To Awareness
- Creating An Expectation
- Encouraging Trial Purchases
- Forming Beliefs And Attitudes
- Reinforcing Beliefs And Attitudes
- Accomplishing Brand Loyalty
- Conceptual names: Brands that use concepts in their logos or names. Ex: Google…
