Concepts

- Advertising: structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media

- 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

1. Advancing Consumers From Unawareness To Awareness
2. Creating An Expectation
3. Encouraging Trial Purchases
4. Forming Beliefs And Attitudes
5. Reinforcing Beliefs And Attitudes
6. Accomplishing Brand Loyalty

- Iconoclastic names: Brands that use images/pictures in their names. Ex: Apple…

- Conceptual names: Brands that use concepts in their logos or names. Ex: Google…