Integrated marketing communication
coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless program which maximizes the impact on consumers and other end-users at a minimal cost
Noise
Can be anything and occur at any stage
Brand parity
overall perception held by the consumer that the differences between the major brand alternatives in a product category are small.
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.
customer engagement
effect, a reaction, a connection, a response and/or an experience of customers with one another, with a company or a brand.
standardization
the process of implementing and developing technical standards based on the consensus of different parties that include firms, users, interest groups, standards organizations and governments
brand metrics
are the characteristics of a brand that we measure to determine the strength of the brand.
private brands
product that is exclusively manufactured for a retailer.
stimulus codability
term given to logos that are designed to elicit shared meanings among consumers. Consensually held meanings within a culture or subculture are easily evoked by logos with high stimulus codability.
internal search
refers to a consumer's memory or recollection of a product, oftentimes triggered or guided by personal experience.
External search
looking for information externally
Cognitive mapping
a type of mental representation which serves an individual to acquire, code, store, recall, and decode information about the relative locations and attributes of phenomena in their everyday or metaphorical spatial environment.
cognitive attitude
This represents our thoughts, beliefs and ideas about something. Typically these come to light in generalities or stereotypes, such as 'all teenagers are lazy,' or 'all babies are cute.'
affective attitude
This component deals with feelings or emotions that are brought to the surface about something, such as fear or hate. Using our above example, someone might have the attitude that they hate teenagers because they are lazy or that they love all babies beca
conative attitude
This can also be called the behavioral component and centers on individuals acting a certain way towards something, such as 'we better keep those lazy teenagers out of the library,' or 'I cannot wait to kiss that baby.'
evoked set
A group of relevant brands that a prospective consumer is favorably familiar with when they are thinking about making a purchase.
inept set
brands that a buyer is aware of when considering a purchase, thinks poorly of , but uses in some way as a sourch of information
affect referral
a simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes