1) DECODING it occurs when the message reaches one or more of the receivers senses.

. Consumers both hear and see television ads. Other consumers handle (touch) and read (see) coupon offer. It is even possible to smell a message. 2) BRAND PARITY The increase in national and global competition is due to the availability of multiple brands. Many of these products have nearly identical benefits. When consumers believe that most brands offer the same set of attributes, the result is called bran parity. 3) BRAND EQUITY One major force that can help fight the problem of brand parity is called brand equity. It is a set of characteristics that are unique to a brand. In essence, brand equity is the perception that a good or service with a given brand name is different and better. 4) BRAND METRICS Trying to find out whether or not brand equity exists is difficult. Onemethod marketing experts use is called brand metrics. Brand metrics measure returns on branding investments. 5) BRAND EXTENSION One common approach a firm can use to enter a new market is a brand extension strategy. Brand extension is the use of an established brand name on goods or services not related to the core brand. Eg:- Nike has been successful in extending its brand name to a line of clothing. 6) FLANKER BRAND An alternative to brand extension program is flanker brand. A flanker brand is the development of a new brand by a company in a good or service category in which it currently has a brand offering. 7) BRAND SALIENCE One primary feature that keeps a brand strong is that it contains something that has salience to customers. Salience occurs when customers are aware of the brand and the brand has attributes they desire. Salience comes from several sources. One is that the product or brand has benefits consumers consider important. Another comes from the view that the brand is a good value. A third is that consumers buy the item and use it on a regular basis.

8) POSITIONING A final element in corporate and brand image management is product positioning. Positioning is the process of creating a perception in the consumers mind regarding the nature of company and its products relative to competitors. It is created by variables such as the quality of products, prices charged, methods of distribution, image and other factors. It is based on 2 elements:- 1) the products standing relative to the competition and 2) how the product is perceived by consumers. 9) PHASED HEURISTICS A purchasing decision model that is a combination of the compensatory and conjunctive heuristics models. 10) POA It is the process marketers use to identify target audiences for a companys goods and services and the communication strategies needed to reach these audiences. 11) PSYCHOGRAPHICS It emerge from patterns of responses that reveal a persons attitudes, interests, and opinions (AIO). AIO measures can be combined with demographic information to provide marketers with a more complete understanding of the market to be targeted. 12) GEODEMOGRAPHIC SEGMENTATION A hybrid form of geographic segmentation allows companies to enrich geographic approached to segmentation. This new form of segmentation is called geodemographics , combines census data with psychographic information into one package. 13) ADVERTISING GOALS The second step of advertising planning is to establish and clarify advertising goals, which are derived from the firms overall communication objectives. Several advertising goals are central to the IMC process. 14) PUFFERY Puffery is the use of an exaggerated claim about a good or service without making an overt attempt to deceive or misleaded. Typical terms associated with puffery include best, greatest, and finest. 15) VALUE ATTITUDE LIFESTYLE (VALS) It predicts consumer behavior by concentrating on self-orientation and resources. In other words, most purchases are based on a match of lifestyle choice with funds available. 16) PERSONAL DRIVE ANALYSIS (PDA) It helps the researcher understand psychological drives toward indulgence, ambition, or individuality. These drives affect brand choices.

17) LEVERAGE POINT It is the key element in the advertisement that taps into, or activates, a consumers personal value system ( a value, idea, or concept). 18) ADVERTISING APPEALS The appeal is how to design the advertisement that attracts attention or presents information to consumers. Typical appeals include the use of humor, fear, sexual suggestiveness, logic and emotions. 19) EXECUTIONAL FRAMEWORK It explains how the message will be delivered (musically, visually, verbally, written statements, etc.). 20) HIERARCHY OF EFFECTS MODEL A marketing approach suggesting that a consumer moves through a series of six steps when becoming convinced to make a purchase, including: (1) awareness, (2) knowledge, (3) liking, (4) preference, (5) conviction, and (6) the actual purchase. 21) MECCAS An advertising approach thats using suggests using five elements in creating ads, including : (1) the products attributes, (2) consumer benefits, (3) leverage points, (4) Personal values, and (5) the executional framework. 22) TAG LINE The final key phrase in an ad, used to make the key point and reinforce the companys image to the consumer. 23) MESSAGE STRATEGY It is the primary tactic or approach used to deliver the message theme. 3 broad categories of message strategies:- cognitive, affective, conative. 24) COGNITIVE MESSAGE STRATEGY The presentation of rational arguments or pieces of information to consumers. When this strategy is used, the advertisements key message is about the products attributed or the benefits. 25) HYPERBOLE Making an untestable claim based upon some attribute or benefit. 26) RESONANCE ADVERTISING Attempting to connect a product with a consumers experiences to develop stronger ties between the product and the consumer. 27) MEDIA STRATEGY It is the process of analyzing and choosing media for an advertising and promotions campaign. 28) OPPORTUNITIES TO SEE (OTS) The cumulative exposures to an advertisement that are achieved in a given time period.

29) FLIGHTING CAMPAIGN Placing ads at special intervals with no advertisements shown between those intervals. 30) MEDIA MULTIPLIER EFFECT The combined impact of using two or more media is stronger than using either medium alone. 31) DROP SHIP ALLOWANCE It is a money paid retailer who is willing to bypass wholesalers, brokers, agents, or distributors when making preplanned orders. 32) TRADE INCENTIVES Enticements given when the retailer performs a function in order to receive the discount or allowance. 33) POINT OF PURCHASE (POP) Advertising is any form of special display that advertises merchandise. POP displays are often located near cash registers in retail stores. 34) COOPERATIVE MERCHANDISING AGREEMENT (CMA) A formal agreement between the retailer and manufacturer to undertake a two-way marketing effort. 35) BACK HAUL ALLOWANCE (BHA) A trade incentive in which the retailer pays the cost of shipping and furnishes the delivery truck for a truckload of discounted merchandise offered by a manufacturer. 36) COUPONS A coupon is a price reduction offer to a consumer. It may be a percentage off the retail price such as 25 percent or 40 percent, or an absolute manner amount (50 cents or 1$). 37) CROSS RUFFING It is the placement of a coupon for one product on another product. A coupon for a French onion dip placed on a package of potato chips is a cross-ruff coupon. 38) FREESTANDING INSERTS (FSIs) Sheets of coupons distributed in newspapers, primarily on Sunday. 39) CRM Programs designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology. 40) STIMULUS RESPONSE APPROACH Usage specific statements (stimuli) to solicit specific responses from customers (sometimes called a canned sales pitch). 41) FREQUENCY PROGRAMMING A marketing plan designed to cause customers to make repeat purchases by offering them incentives.

42) PERMISSION MARKETING A form of database marketing in which the company sends promotional materials to customers who give the company permission to do so. 43) GREEN MARKETING The development and promotion of products that are environmentally safe. 44) EVENT MARKETING When a company pays money to sponsor an event or program. 45) HALO EFFECT A situation in which a well-received brand leads customers to try new company products and services that are being offered via the internet. 46) VIRAL MARKETING Preparing an advertisement that is tied to an e-mail in which one person passes on the advertisement or e-mail to other consumers. 47) STORY BOARD A series of still photographs or sketches that outlines the structure of a television ad. 48) PUPILLOMETRIC METER A device that measures the dilation of a persons puil. 49) WARMTH MONITOR A method to measure emotional responses to advertisements. 50) NOISE Anything that distorts or disrupts a message. 51) IMC The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This affects all of a firms business-to-business, marketing channel, customerfocused, and internally oriented communications. 52) PRIVATE LABELS / PRIVATE BRANDS Proprietary brands marketed by an organization and normally distributed exclusively within the organizations outlets. 53) VARIABILITY THEORY IN ADVERTISING A theory stating that when a consumer sees the same advertisement in different environments, the ad will be more effective.

54) 55) 56) 57) 58) 59) 60) 61) 62) 63)

MARKETING MIX COMMUNICATION PROCESS SITUATIONAL ANALYSIS COMPONENTS OF CORPORATE IMAGE CO-BRANDING COGNITIVE MAPPING COCOONING STRUCTURE OF ADVERTISEMENT ADVERTISING OBJECTIVE RECENCY THEORY.

54-63 consists of 1 page each.check the text book..