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30 Cards in this Set
- Front
- Back
brand
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distinguishing name or symbol that identifies products/ services of a seller
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brand equity
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value that a brand image offers retailers
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brand awareness
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ability of a customer to recognize a brand name is a certain type of retailer
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aided recall
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consumer knows the brand when it is presented to him/her
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top-of-mind awareness
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when a consumer mentions a brand first when asked about a category of retailers
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brand association
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anything linked to a brand name in the consumer's memory
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brand image
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set of associations that are usually organized around some meaningful theme
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integrated marketing communication program
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program that spans all communication channels to deliver a comprehensive, consistent message
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advertising:
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paid communication
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sales promotion
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offer extra value and incentives to visit a store or make a purchase during a specific period of time
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store atmosphere
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the physical elements of a store that create an image in the consumer's mind
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personal selling
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one on one/ face-to-face
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e-mail
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can be personalized
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m-commerce
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communicating and selling thru wireless handheld devices (phones)
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publicity
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significant, unpaid communication (like a news story)
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communication objectives
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specific goals related to the retail communication mix's effect on the customer's decision-making process
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marginal analysis
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spend more on communication as long as you get more back than you spend
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objective-and-task method
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determines the budget require to do specific tasks and to accomplish a specific communication objective
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rule-of-thumb method
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budget based on past sales and communication activities
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affordable budgeting method
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forecast sales, expenses, take out desired profit and use the rest for communication
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percentage-of-sales method
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set communication budget as a percentage of forecasted sales
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competitive parity method
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estimate total communication expenditures in your industry/market. then estimate your market share. then multiply the two and that is your communication budget
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coverage
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number of potential customers in the target market that could be exposed to an advertisement in a given medium
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reach
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the actual number of potential customers in the target market that are exposed to an advertisement in a given medium
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cost per thousand (CPM)
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the ad's cost divided by the ad's reach
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impact
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ad's effect on the audience
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frequency
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how many times the potential customer is exposed to an ad
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advantage of paid communication
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most amount of control
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advantage of personal selling
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most flexibility/ personalization
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advantage of word of mouth and publicity
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most credibility
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