Term
|
Definition
| business that sells products or provides services to other businesses |
|
|
Term
|
Definition
| business that sells products or providse services to the end-user consumers. |
|
|
Term
|
Definition
| to exchange goods or services directly without the use of money |
|
|
Term
|
Definition
| a trendy word or phrase that is used more to impress than explain |
|
|
Term
|
Definition
| the percentage of visitors who take a desired action |
|
|
Term
| Customer Acquisition Cost |
|
Definition
| the cost associated with acquiring a new customer |
|
|
Term
|
Definition
| contract term in which one party grants another party sole rights with regard to a particular business function |
|
|
Term
|
Definition
| a sometimes insurmountable advantage gained by the first significant company to move into a new market |
|
|
Term
|
Definition
| unconventional marketing intended to get maximum results from minimal resources |
|
|
Term
|
Definition
| The relationship between a change in advertising budget and the resulting change in product sales. |
|
|
Term
|
Definition
| An outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals. |
|
|
Term
|
Definition
| Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives. |
|
|
Term
|
Definition
| A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product. |
|
|
Term
|
Definition
| A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. |
|
|
Term
|
Definition
| How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity. |
|
|
Term
|
Definition
| The perception of your product or your brand by the consumer. |
|
|
Term
|
Definition
| An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. |
|
|
Term
|
Definition
| A process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results. |
|
|
Term
|
Definition
| Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers |
|
|
Term
|
Definition
| Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing. |
|
|
Term
|
Definition
| A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers |
|
|
Term
|
Definition
| A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements. |
|
|
Term
|
Definition
| A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements. |
|
|
Term
|
Definition
| Stands for Product, Price, Place (i.e., distribution), and Promotion |
|
|
Term
|
Definition
| A research method that measures physiological changes in consumers when asked a question or shown some stimulus material such as an ad |
|
|
Term
|
Definition
| The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience |
|
|
Term
| Hierarchy-Of-Effects Theory |
|
Definition
| A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product). |
|
|
Term
|
Definition
| A premium used to induce a consumer to take some action, such as completing a survey or trying a product. |
|
|
Term
|
Definition
| The factors that are a necessary condition for success in a given market |
|
|
Term
|
Definition
| A premium left with prospective customers by a sales person, to remind them of the product or service being sold. |
|
|
Term
|
Definition
| Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles. |
|
|
Term
|
Definition
| A type of marketing in which a company adapts itself to uncontrollable factors within the industry. |
|
|
Term
|
Definition
| Technique of setting the advertising budget by assuming the point at which an additional dollar spent on advertising equals additional profit |
|
|
Term
|
Definition
| A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area. |
|
|
Term
|
Definition
| To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users |
|
|
Term
|
Definition
| The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company. |
|
|
Term
|
Definition
| The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results |
|
|
Term
|
Definition
| The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer |
|
|
Term
|
Definition
| Research used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences. |
|
|
Term
|
Definition
| A measurement scale in which numbers are assigned to attributes of objects or classes of objects solely for the purpose of identifying the objects |
|
|
Term
|
Definition
| The marketing of a product or service in which the offer itself is not intended to make a monetary profit for the marketer. |
|
|
Term
|
Definition
| The rules of behavior that are part of the ideology of the group. Norms tend to reflect the values of the group and specify those actions that are proper and those that are inappropriate, as well as rewards for adherence and the punishment for conformity |
|
|
Term
|
Definition
| The desired or needed result to be achieved by a specific time. An objective is broader than a goal, and one objective can be broken down into a number of specific goals |
|
|
Term
|
Definition
| A method of data collection in which the situation of interest is watched and the relevant facts, actions and behaviors are recorded |
|
|
Term
|
Definition
| Product categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category |
|
|
Term
|
Definition
| The motives that drive an individual/user toward selection of a particular outlet, retailer, or supplier of services |
|
|
Term
|
Definition
| Actual set of users actually consuming the product or service |
|
|
Term
|
Definition
| A functional or psychosocial risk a consumer feels he/she is taking when purchasing a product |
|
|
Term
|
Definition
| Method of determining the advertising budget based on an analysis of past sales, as well as a forecast for future sales |
|
|
Term
|
Definition
| The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion |
|
|
Term
|
Definition
| A set of consumers who profess some level of interest in a designed market offer |
|
|
Term
|
Definition
| A method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups |
|
|
Term
|
Definition
| An ongoing analysis of operations, to verify goods or service meet specified standards, or to better answer customer and/or user complaints |
|
|
Term
|
Definition
| A method of advertising research that emphasizes measurement of incidence of consumer trends within a population |
|
|
Term
|
Definition
| The planning process that yields decisions in how a business unit can best compete in the markets it elects to serve. The strategic plan is based upon the totality of the marketing process |
|
|
Term
|
Definition
| A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign |
|
|
Term
| Target Market Identification |
|
Definition
| The process of using income, demographic, and life style characteristics of a market and census information for small areas to identify the most favorable locations |
|
|
Term
| Values and Lifestyles (VALS) Research |
|
Definition
| A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics |
|
|
Term
|
Definition
| A guiding theme that articulates the nature of the business and its intentions for the future, based upon how management believes the environment will unfold. A vision is informed, share, competitive and enabling |
|
|
