Promotional Strategy Chapter 1

The use of many promotional tools, including advertising, in a coordinated manner to build and then maintain brand awareness, identity, and preference.

Magazines publilshed specifically for members of a trade and carry highly technical articles.

THe blend of stategic emphasis on the product versus its price versus its promotion versus its distribution.

An adaptation of an existing brand to a new product area.

Occurs when a consumer repeatedly purchases the same brand to the exclusion of competitors' brands.

When a firm creates and maintains positive associations with the brand in the mind of consumers.

The process of breaking down a large, widely varied market into submarkets, or segments, that are more similar than dissimilar in terms of what the consumer is look for or is presumed to be looking for.

The process of creatinga perceived difference, in the mind of the consumer, between an organization's brand and the competition's.

The process of designing a brand so taht it can occupy a distinct and valued place in the target consumer's mind relative to tother brands and then communicating this distinctiveness through advertising.

The niche the brand will pursue relative to all the competitive brands on the market

Must be achieved with regard to the other similar brands a firm markets.

When consumers are brand loyal they are generally less sensitive to price increase.

An advertiser is trying to create demand ofr an entire product category.

Point out a brand's unique benefits compared to the competition.

Asks consumers to act immediately