What is a Portfolio Analysis (BCG)?
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One of the most popular portfolio analysis methods,
developed by the Boston Consulting Group (BCG), requires
that firms classify all their products or services into a two-
by-two matrix based on market share and growth rate
What is the Marketing Mix?
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, -Set of decisions that the firm uses to respond to the wants of its
consumers
-Creates value through price, product, place, and promotion decisions.
What are Public Service Advertisements?
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•Public service advertisements (PSAs) are designed to raise awareness of
public welfare issues
•Like institutional and product focused advertising, PSAs also inform,
persuade, or remind consumers, but the focus is for the betterment of
society
Ex: Law Enforcement Ads
What is the AIDA Model?
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At each stage, the consumer makes a decision about
whether or not to take the next step based on the
information at hand
What is persuasive advertising?
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, •Persuasive advertising relies more on emotional appeals
•When a product has gained a certain level of brand awareness, firms now
need to persuade consumers to take action
•Typically used when competition is most intense
What are the two classifications of consumer needs?
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Consumer Needs:
-Functional Needs: the basic requirement or performance of a product or
service.
-Phycological Needs: The emotional needs or personal gratification
associated with a product or service.
Regarding the AIDA Model what is the Desire Aspect?
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•After the firm has piqued the interest of its target market, the goal of
subsequent messages should move the consumer from "I like it" to "I want
it"
•This can result from repeated exposure to the same message techniques
or from additional research conducted by the consumer
In Actual or Perceived Risk what are the Five Types of Risks that can delay or
discourage purchase?
Give this one a try later!
Give this one a try later!
One of the most popular portfolio analysis methods,
developed by the Boston Consulting Group (BCG), requires
that firms classify all their products or services into a two-
by-two matrix based on market share and growth rate
What is the Marketing Mix?
Give this one a try later!
, -Set of decisions that the firm uses to respond to the wants of its
consumers
-Creates value through price, product, place, and promotion decisions.
What are Public Service Advertisements?
Give this one a try later!
•Public service advertisements (PSAs) are designed to raise awareness of
public welfare issues
•Like institutional and product focused advertising, PSAs also inform,
persuade, or remind consumers, but the focus is for the betterment of
society
Ex: Law Enforcement Ads
What is the AIDA Model?
Give this one a try later!
At each stage, the consumer makes a decision about
whether or not to take the next step based on the
information at hand
What is persuasive advertising?
Give this one a try later!
, •Persuasive advertising relies more on emotional appeals
•When a product has gained a certain level of brand awareness, firms now
need to persuade consumers to take action
•Typically used when competition is most intense
What are the two classifications of consumer needs?
Give this one a try later!
Consumer Needs:
-Functional Needs: the basic requirement or performance of a product or
service.
-Phycological Needs: The emotional needs or personal gratification
associated with a product or service.
Regarding the AIDA Model what is the Desire Aspect?
Give this one a try later!
•After the firm has piqued the interest of its target market, the goal of
subsequent messages should move the consumer from "I like it" to "I want
it"
•This can result from repeated exposure to the same message techniques
or from additional research conducted by the consumer
In Actual or Perceived Risk what are the Five Types of Risks that can delay or
discourage purchase?
Give this one a try later!
