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Brand Equity
the commercial value that derives from consumer perception of the brand
name of a particular product or service, rather than from the product or
service itself.
Intrusion value –
Intrusion value is a the ability of an ad to
capture
that is viewers will pay attention to an ad even if they don't want to. ... % -
The goal is for viewers to recognize the ad, the product, and the brand
when they are shown the ad.
OTS(Opportunity to see)
This term is used by marketers and analysts to differentiate between total audience
reach and total no. of people who actually see it. It signifies that not all reported
audience actually read or see the ad.
Cost per thousand, also called cost per mille, is a marketing term used to denote the
price of 1,000 advertisement impressions on one webpage. If a website publisher
charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000
impressions of its ad
Threshold effect is the cumulative effect of repeated advertising over a period of time when
the effect of the advertisement is found in the form of customer recognition which is seen
through an increase in sales.
Carryover effect
there would be a pool of customers who would respond immediately but there would be
another pool of potential customers who would notice the advertisement but purchase
decision would take some time.
A flanker brand is a new brand introduced into the market by a company that already has an
established brand in the same product category. The new brand is designed to compete in the
category without damaging the existing item's market share by targeting a different group of
consumers.
A private brand is a product that is exclusively manufactured for a retailer. The retailer
will market the product under its own brand name. Prices for private brands are
usually set cheaper than competing name brands.
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names
jointly used on single product or service