MKTG 301 Coupland Final Exam
Study online at https://quizlet.com/_5r2q3v
1. Promotion Short term incentives to bring customers back or have them sign up for the first
time (how you communicate to your customer about a product/service)
• Ex: bounce back- Papa John's coupons on the pizza box (lead to higher loyalty)
2. Promotion Mix: • To persuasively communicate customer value and build customer relationships
Goals • To deliver a clear, consistent, and compelling message
o Ex: Chipotle's integrity
• Integrated Marketing Communications (IMC)
o Ex: Kit Kat commercial- shape creates a clean "break" and you also eat it when
taking a "break"
3. Madison & Vine Merging of advertising and media
• Madison Avenue meets Hollywood Vine
o Ex: Beats Pill and Bud Light in Transformers 4 commercial
o Ex: James bond always wears Omega watches in movies
4. Narrowcasting focusing on smaller networks/more narrow segmentation
5. Broadcasting the 4 major television networks
o ABC
o NBC
o CBS
o FOX
6. Informative ad- • Build primary demand (knowledge)
vertising • Good for introducing a *new product category
o Ex: Droid Does
• When people don't know what/how your product works
7. Persuasive Ad- • Build secondary demand (preference)
vertising • Good for direct or indirect *brand comparisons
o Ex: Battery brands; Bounty commercial comparison between them and other
, MKTG 301 Coupland Final Exam
Study online at https://quizlet.com/_5r2q3v
brand (last longer, clean more)
• Choose your brand over another
8. Reminder Adver- • Increase frequency of purchase
tising o Seasonal/social occasions
o Ex: Diet Coke "good morning" (can drink Diet Coke at any time of the day)
• Good for mature products
9. Affordable how much you can afford
method
10. Percent- percentage of what we made last year
age-of-sales • The average advertising "PoS" across industries in the US is 3.18%
method
11. Competitive-pari- looking at how much competitors pay and matching it
ty method
12. Objec- (*proper way)
tive-and-task • (1) Define specific objectives
Method • (2) Determine tasks
• (3) Estimate costs of each task
• Difficult to do well without data, time consuming but most accurate
13. Slice-of-life showing "typical" person/people using product in normal setting
• Everyday user, shows problem
• Product provides solution, makes you feel good
14. Lifestyle showing how product fits with particular lifestyle
• Hip, free, serious
• Aren't showing solution
15. Fantasy
, MKTG 301 Coupland Final Exam
Study online at https://quizlet.com/_5r2q3v
creates a fantasy around the product or its use
• Don't expect its reality
• Old Spice
16. Mood/image build mood or image around product
• Builds feeling (beauty, love, serenity)
• Emotional response
17. Musical shows someone singing about the product
• Old Spice- if they aren't singing about product, its not musical
18. Personality sym- character that represents the product
bol • Mascot/person who reps brand (when you think of this you think Pepsi and
Beyoncé/Papa John's and Payton Manning, but this is WRONG)
• Ex. Geico gecko or Pillsbury doughboy
19. g. Technical ex- show company expertise at making the product
pertise • Honda making a product
20. Scientific evi- present survey or scientific data showing that the brand is better than other
dence brand(s)
• Trident
21. Testimonial highly believable or likable source endorsing the product
• WRONG: Beyoncé just holding an object
• RIGHT: Beyoncé saying she likes/uses the product
• "I really like it, it works"
22. Moderate incon- Not too easy to understand, not too hard
gruity
23. Maslow's hierar- 1. Self-actualization- self-development and realization
chy of Needs (5) 2. Esteem- status, self-esteem, recognition
3. Social- sense of belonging, love
Study online at https://quizlet.com/_5r2q3v
1. Promotion Short term incentives to bring customers back or have them sign up for the first
time (how you communicate to your customer about a product/service)
• Ex: bounce back- Papa John's coupons on the pizza box (lead to higher loyalty)
2. Promotion Mix: • To persuasively communicate customer value and build customer relationships
Goals • To deliver a clear, consistent, and compelling message
o Ex: Chipotle's integrity
• Integrated Marketing Communications (IMC)
o Ex: Kit Kat commercial- shape creates a clean "break" and you also eat it when
taking a "break"
3. Madison & Vine Merging of advertising and media
• Madison Avenue meets Hollywood Vine
o Ex: Beats Pill and Bud Light in Transformers 4 commercial
o Ex: James bond always wears Omega watches in movies
4. Narrowcasting focusing on smaller networks/more narrow segmentation
5. Broadcasting the 4 major television networks
o ABC
o NBC
o CBS
o FOX
6. Informative ad- • Build primary demand (knowledge)
vertising • Good for introducing a *new product category
o Ex: Droid Does
• When people don't know what/how your product works
7. Persuasive Ad- • Build secondary demand (preference)
vertising • Good for direct or indirect *brand comparisons
o Ex: Battery brands; Bounty commercial comparison between them and other
, MKTG 301 Coupland Final Exam
Study online at https://quizlet.com/_5r2q3v
brand (last longer, clean more)
• Choose your brand over another
8. Reminder Adver- • Increase frequency of purchase
tising o Seasonal/social occasions
o Ex: Diet Coke "good morning" (can drink Diet Coke at any time of the day)
• Good for mature products
9. Affordable how much you can afford
method
10. Percent- percentage of what we made last year
age-of-sales • The average advertising "PoS" across industries in the US is 3.18%
method
11. Competitive-pari- looking at how much competitors pay and matching it
ty method
12. Objec- (*proper way)
tive-and-task • (1) Define specific objectives
Method • (2) Determine tasks
• (3) Estimate costs of each task
• Difficult to do well without data, time consuming but most accurate
13. Slice-of-life showing "typical" person/people using product in normal setting
• Everyday user, shows problem
• Product provides solution, makes you feel good
14. Lifestyle showing how product fits with particular lifestyle
• Hip, free, serious
• Aren't showing solution
15. Fantasy
, MKTG 301 Coupland Final Exam
Study online at https://quizlet.com/_5r2q3v
creates a fantasy around the product or its use
• Don't expect its reality
• Old Spice
16. Mood/image build mood or image around product
• Builds feeling (beauty, love, serenity)
• Emotional response
17. Musical shows someone singing about the product
• Old Spice- if they aren't singing about product, its not musical
18. Personality sym- character that represents the product
bol • Mascot/person who reps brand (when you think of this you think Pepsi and
Beyoncé/Papa John's and Payton Manning, but this is WRONG)
• Ex. Geico gecko or Pillsbury doughboy
19. g. Technical ex- show company expertise at making the product
pertise • Honda making a product
20. Scientific evi- present survey or scientific data showing that the brand is better than other
dence brand(s)
• Trident
21. Testimonial highly believable or likable source endorsing the product
• WRONG: Beyoncé just holding an object
• RIGHT: Beyoncé saying she likes/uses the product
• "I really like it, it works"
22. Moderate incon- Not too easy to understand, not too hard
gruity
23. Maslow's hierar- 1. Self-actualization- self-development and realization
chy of Needs (5) 2. Esteem- status, self-esteem, recognition
3. Social- sense of belonging, love
