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80 Cards in this Set
- Front
- Back
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Brand Name
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The part of a brand that can be spoken, including letters, words, and numbers
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Brand Mark
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The part of a brand that is not made up of words, such as a symbol or design
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Trademark
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A legal designation of exclusive use of a brand
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Trade Name
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The full legal name of an organization
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Brand Loyalty
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A customer’s favorable attitude toward a specific brand.
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Brand Recognition
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The degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable.
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Brand Preference
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The degree of brand loyalty in which a customer prefers one brand over competitive offerings.
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Brand Insistence
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The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.
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Brand Equity
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The marketing and financial value associated with a brand’s strength in a market.
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Manufacturer Brand
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A brand initiated by producers to ensure that producers are identified with their products at the point of purchase.
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Private Distributor Brand
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A brand initiated and owned by a reseller
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Generic Brand
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A brand indicating only the product category
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Private Distributor Brand
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A brand initiated and owned by a reseller
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Individual Branding
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A branding policy in which each product is given a different name
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Generic Brand
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A brand indicating only the product category
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Family Branding
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Branding all of a firm’s products with the same name or part of the name.
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Individual Branding
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A branding policy in which each product is given a different name
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Brand Extension
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An organization uses one of its existing brands to brand a new product in a different product category.
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Family Branding
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Branding all of a firm’s products with the same name or part of the name.
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Co-Branding
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Using two or more brands on one product.
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Brand Licensing
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An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.
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Brand Extension
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An organization uses one of its existing brands to brand a new product in a different product category.
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Co-Branding
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Using two or more brands on one product.
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Family Packaging
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Using similar packaging for all of a firm’s products or packaging that has one common design element.
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Brand Licensing
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An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.
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Labeling
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Providing identifying, promotional, or other information on package labels.
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Family Packaging
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Using similar packaging for all of a firm’s products or packaging that has one common design element.
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Universal Product Code (UPC)
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A series of electronically readable lines identifying a product and containing inventory and pricing information.
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Intangibility
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The characteristic that a service is not physical and cannot be perceived by the senses
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Inseparability
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The quality of being produced and consumed at the same time.
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Perishability
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The inability of unused service capacity to be stored for future use.
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Heterogeneity
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Variation in quality
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Client-based Relationships
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Interactions that result in satisfied customers who use a service repeatedly over time.
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Customer Contact
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The level of interaction between provider and customer needed to deliver the service.
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Service Quality
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Customers’ perception of how well a service meets or exceeds their expectations.
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Search Qualities
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Tangible attributes that can be judged before the purchase of a product
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Experience Qualities
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Attributes that can be assessed only during purchase and consumption of service
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Credence Qualities
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Attributes that customers may be unable to evaluate even after purchasing and consumer a service.
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Nonprofit Marketing
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Marketing activities conducted to achieve some goal other than ordinary business goals such as profit, market share, or return on investment.
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Target Public
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A collective of individuals who have an interest in or concern about an organization, product, or social cause.
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Client Publics
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Direct consumers of a product of a non-business organization
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General Publics
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Indirect consumers of a product of a nonbusiness organization
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Opportunity Cost
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The value of the benefit given up by choosing one alternative over another
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Advertising
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Paid non-personal communication about an organization and its products transmitted to a target audience through mass media.
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Institutional Advertising
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Advertising that promotes organizational images, ideas, and political issues
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Advocacy Advertising
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Advertising that promotes a company’s position on a public issue
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Product Advertising
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Advertising that promotes the uses, features, and benefits of products
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Pioneer Advertising
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Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product.
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Competitive Advertising
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Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
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Comparative Advertising
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Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.
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Reminder Advertising
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Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits.
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Reinforcement Advertising
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Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.
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Advertising Campaign
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The creation and execution of a series of advertisements to communicate with a particular target audience.
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Target Audience
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The group of people at whom advertisements are aimed
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Advertising Platform
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Basic issues or selling points to be included in an advertising campaign
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Advertising Appropriation
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The advertising budget for a specific time period
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Objective-and-Task Approach
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Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.
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Percent-of-Scale Approach
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Budgeting for an advertising campaign by multiplying the firms past and expected sales by a standard percent.
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Competition Matching Approach-
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Determining an advertising budget by trying to match competitors advertising outlays.
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Arbitrary Approach
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Budgeting for an advertising campaign as specified by a high-level executive in the firm.
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Media Plan
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A plan that specifies the media vehicles to be used and the schedule for running advertisements.
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Cost Comparison Indicator
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A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.
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Regional Issues
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Versions of a magazine that differ across geographic regions
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Copy
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The verbal portion of advertisements.
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Storyboard
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A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial.
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Artwork
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An advertisement’s illustrations and layout
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Illustrations
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Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement
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Layout
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The physical arrangement of an advertisement’s illustration and copy
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Pretest
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Evaluation of advertisements performed before and after a campaign begins
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Consumer Jury
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A panel of a product’s existing or potential buyers who pretest ads
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Posttest
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Evaluation of advertising effectiveness after the campaign
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Recognition Test
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A posttest in which respondents are shown the actual ad and asked if they recognize it.
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Unaided Recall Test
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A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.
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Aided Recall Test
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A posttest that asks respondents to identify recent ads and provides clues to jog their memory.
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Public Relations
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Communication efforts used to create and maintain favorable relations between an organization and its stakeholders.
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Publicity
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A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
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News Release
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A short piece of copy publicizing an event or a product
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Feature Articles
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A manuscript of up to 3,000 words prepared for a specific publication
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Captioned Photograph
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A photograph with a brief description of its contents
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Press Conferences
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A meeting used to announce major news events
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