1 of 208
Term
Specified Time Period
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who are our competitors and how are their brands positioned?
what is the time period that the objectives must be completed
individual must actively operate or act on some aspect of the environment for
learning to occur; instrumental conditioning; reinforcement is an important
factor; positive or negative response
moved from commission system to a sales based incentive system
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, 2 of 208
Term
Affect Referral Decision Rule
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separate manufacturing, R&D, sales, and marketing departments for various
divisions, product lines or businesses; brand manager
type of heuristic, consumers make a selection on the basis of an overall
impression or summary evaluation of the various alternatives under
consideration
believe that the definition of learning as a change in behavior is too narrow and
prefer to study the learner rather than their environment and in particular the
complexities of human memory
target market; timing strategies; geographic strategies; how to reach the target
market most efficiently & scheduling strategies
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3 of 208
Term
Positioning by Price/Quality
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, symbol used to differentiate the product
defined as the art and science of fitting the product or service to one or more
segments of the brand market in such a way as to set it meaningfully apart from
competition; what image do we want to develop for our brand?
reflect the image of a high quality brand where cost, while not irrelevant, is
considered secondary to the quality benefits derived from the brand
position oneself against another product category
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4 of 208
Term
Fixed Fee Method
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agency charges a basic
image, along with tis associated
monthly fee for all of tis
attributes that comes to consumers'
services and credits to the
minds when they think about a
client any media commissions
product
earned
internet sources, personal sources,
doesn't actually deliver a message
marketer controlled/commercial
but draws attention to and or
enhances the appearance of the ad
, sources, public sources, personal
experience
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5 of 208
Term
Support Arguments
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thoughts that affirm the claims
occurs when the consumer chooses
made in the message (ex) Ultra
to focus attention on certain stimuli
Tide looks like a really good
while excluding others
product—I think Ill try it
occurs when the receiver adopts
companies must consider how a
the opinion of the credible
variety of MARCOM tools can be
communicator since he or she
used to deliver messages about
believes information from this
their company and/or brands
source is accurate
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6 of 208
Term
Peripheral Route to Persuasion
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Term
Specified Time Period
Give this one a try later!
who are our competitors and how are their brands positioned?
what is the time period that the objectives must be completed
individual must actively operate or act on some aspect of the environment for
learning to occur; instrumental conditioning; reinforcement is an important
factor; positive or negative response
moved from commission system to a sales based incentive system
Don't know?
, 2 of 208
Term
Affect Referral Decision Rule
Give this one a try later!
separate manufacturing, R&D, sales, and marketing departments for various
divisions, product lines or businesses; brand manager
type of heuristic, consumers make a selection on the basis of an overall
impression or summary evaluation of the various alternatives under
consideration
believe that the definition of learning as a change in behavior is too narrow and
prefer to study the learner rather than their environment and in particular the
complexities of human memory
target market; timing strategies; geographic strategies; how to reach the target
market most efficiently & scheduling strategies
Don't know?
3 of 208
Term
Positioning by Price/Quality
Give this one a try later!
, symbol used to differentiate the product
defined as the art and science of fitting the product or service to one or more
segments of the brand market in such a way as to set it meaningfully apart from
competition; what image do we want to develop for our brand?
reflect the image of a high quality brand where cost, while not irrelevant, is
considered secondary to the quality benefits derived from the brand
position oneself against another product category
Don't know?
4 of 208
Term
Fixed Fee Method
Give this one a try later!
agency charges a basic
image, along with tis associated
monthly fee for all of tis
attributes that comes to consumers'
services and credits to the
minds when they think about a
client any media commissions
product
earned
internet sources, personal sources,
doesn't actually deliver a message
marketer controlled/commercial
but draws attention to and or
enhances the appearance of the ad
, sources, public sources, personal
experience
Don't know?
5 of 208
Term
Support Arguments
Give this one a try later!
thoughts that affirm the claims
occurs when the consumer chooses
made in the message (ex) Ultra
to focus attention on certain stimuli
Tide looks like a really good
while excluding others
product—I think Ill try it
occurs when the receiver adopts
companies must consider how a
the opinion of the credible
variety of MARCOM tools can be
communicator since he or she
used to deliver messages about
believes information from this
their company and/or brands
source is accurate
Don't know?
6 of 208
Term
Peripheral Route to Persuasion
Give this one a try later!
