ADV491 Crossword
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Down:
2) sara3) jon4) based on hierarchial methodology designed to measure customer or prospect attitudes, opinions, and beliefs about the brand and hte product or service; Presence, Relevance, Performance, Advantage, and Bonding7) FCB element; affective component, where positive or negative attitudes emerge in an emotional response to the brand8) individuals, work groups, departments, internal teams, and others that are directly engaged in the ongoing operation of the marketing firm9) Hierarchy of Motives; what is expected of the brand11) Hierarchy of Motives; wide variety of leisure-themed brands focus on the enjoyment that product usage can bring to the customer12) customer-contributed, consumers choose what they see; websites, blogs14) FCB element; behavioral component where action occurs (product trial, purchase)15) data that already exists; marketers should examine the brand, competition, marketing environment, and customer17) core things about a brand identified for top strategic officers18) Solutions, Information, Value, Access; start with customers20) what was once a one way street (marketer to consumer) has become open to all22) FCB element; cognitive component where the customer learns of the brand and its benefits23) awareness of, ability to recall or recognize, and understand the brand's use; important for un-established brands, but less important for established brands24) first level; drive for shelter, sustenance, the basic elements that make it possible to survive29) marketer and customer both gain value from the brand31) brand, target, category, and society32) Categorizes brands based on whether the customer's decision making process is driven primarily by reason or primarily by emotion and whether involvement level is high or low; Learn, Feel, Do35) the name, logo, or trademark of a product or organization differs them from competitors; should be consistent; evolved into relationships with consumers39) advertiser throwing things at consumers, mass; ex Direct Mail |
Across:
1) Physiological, Safety, Social, Esteem, Self-Actualization; pyramid5) surveys and such produce, more convincing; helpful for identifying consumer trends and some types of behavior; hard statistics, numbers6) emotional appeals based on basic motivations are key element of successful advertising because the need to appeal to the right side of the brain; 11 elements10) providers of raw materials as well as other services to help firms meet varying levels of demand13) marketer communicates with multiple groups with messages tailored to each group; Ultimate Customer16) Commoditization and Differentiation, Communication, Fragmentation, Reciprocity19) government/regulator institutions, news media, and others who have impact on the marketing organization21) A statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer25) used for occasion in which brand relationship is already establish; running out of toothpaste26) Brand Presence, Brand Identity and Image, Brand Commitment, Perceived Quality27) create a value proposition tied to the customers' view of themselves and the brand's ability to contribute to that view28) Ultimate Consumers, Internal, Intermediary, Suppliers, Referral Sources, Influencers30) consists of quantitative and qualitative measures and means to determine the customer or prospect's awareness, knowledge, prefernces for, and intent to purchase the product or the brand; customer's create own brand equity33) data that is gather by the marketer specific to the particular situation facing the brand; studies, focus groups, surveys34) steph36) Hierarchy of Motives; how well the consumer adapts to the surroundings37) distribution channels such as retailers, distributors, wholesalers, resellers, etc; middlemen38) the relationship between Content, Delivery, Customers, and the one that ties them all together: The Brand Communication; from te foundation for successful brand communication40) marketer is concerned with the interaction between the brand user and the brand itself; Ultimate Customer, Intermediary41) measures the financial value of the brand to the firm over the ling term; 5 years most common span; how customer-brand relationships are created and maintained42) brands are the source of the economic value to the organization; stronger financially |
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