Notes, abstracts, papers, exams and problems of Economy

COMMERCIALS

Adverts

POP-UPS

Propaganda that appears suddenly on the screen

BRAND

Trademark

ENDORSE

Promote a product

CAMPAIGN

Marketing

LOGO

Company symbol

SLOGAN

Motto, saying

COLD-CALL

Telemarketing

MAKE OF CAR

Type of

JINGLE

Advertising short song

TAKE OVER A BUSINESS

Buy an enterprise that already exists

RUN A BUSINESS

Manage, handle an enterprise

SEE A GAP IN A MARKET

Find place for a given product which is lacking (or Not common)

BREAK INTO A MARKET

Introduce to, iniciate into trading suddenly

ARRANGE A MEETING

Organise an encounter

SET UP A BUSINESS

Create, originate an enterprise

LAUNCH A PRODUCT

Debut or first public appearance of a product

LOWER A PRICE

Make it cheap

MANUFACTURE A PRODUCT

Fabricate

VIRAL ADVERT

Spread an advertisement

EDGY (advert)

Provocative, daring

Something

·MONOPOLISTIC ADVANTAGE:

Suggests that FDI is preferred by MNEs because it provides the firm with control over resources and Capabilities in the foreign market, and a degree of monopoly.

Economic and Monetary Union

The Economic and Monetary Union (EMU) is an instrument to further the objectives of the European Union and improve the lives of citizens in the Member States. The operations and management of the EMU are designed to support sustainable economic growth and high employment through appropriate economic and monetary policy-making. It involves four main economic activities:

• Implementing an effective monetary policy for the euro area
• Coordinating economic and fiscal policies
• Ensuring the smooth operation of the single market
• Supervising and monitoring financial institutions

Monetary Policy

Monetary policy involves influencing interest rates and exchange rates to benefit a country's economy. It is managed through the European... Continue reading "Economic and Monetary Union: Understanding EU Financial Stability" »

Dimensions of Corporate Social Responsibility (CSR)

ETNOR Model

The ETNOR Model establishes the dimensions of CSR based on the type of responsibility that the action generates and the social expectations generated by each of them:

1. Philanthropic Responsibility

• Resources provided by companies with social, educational, recreational, and cultural purposes
• Contribute to the community in which they are located
• Desired by some stakeholders of the company

2. Ethical Responsibility

• Obligation to do what is right even if companies are not required by law
• Expected by some stakeholders

3. Legal Responsibility

• Obey laws, adhere to regulations
• Required by some stakeholders

4. Economic Responsibility

• Be profitable
• Maximize return on sales
• Minimize costs
• Make appropriate

Advertisement

Item of publicity to promote a product or service in newspapers, magazines, on TV, etc.

Advertising Agency

Marketing services firm that assists companies in planning advertisements.

AIDA

Attention, Interest, Desire, Action - the aim of all advertising.

Benefit

Advantage of a product or service.

Billboard

Signboard or wooden structure used to display advertising posters.

Broadsheet

Newspaper printed in a large format.

Campaign

Organised course or plan of action.

Circulation

Average number of copies of newspapers or magazines sold over a period of time.

Classified Ads

Small advertisement in newspapers or magazines divided into categories.

Commercial

Advertisement on radio or television.

Coupon

Part of a printed advertisement to be used to order goods... Continue reading "Advertising Glossary: Key Terms and Definitions" »

Depreciation

Decline in value of long-term tangible assets such as buildings, furniture, or equipment. It is systematically recognized by accountants as depreciation expense over the useful lives of the affected assets.

Accrued Expense

Expenses that are recognized before cash is paid. An example is accrued salaries expense.

Book Value

Historical (original) cost of an asset minus accumulated depreciation to date.

Callable Bond

Bonds that the issuer, at its option, may pay off prior to maturity.

Amortization

(1) Systematic and periodic allocation of the costs of intangible assets to expense over their useful lives; (2) periodically transferring the discount on a note or a bond to interest expense.

Cash Equivalent

Investments securities that are for short-... Continue reading "Understanding Financial Accounting: Key Terms and Definitions" »

Wealth

An abundance of valuable possessions or money.

Plentiful supplies of a particular resource.

HDI ranking:

The rank a country has in the HDI index (Human Development Index that measures health, education, and standard of living.)

The Millennium Development Goals:

(MDGs) are the eight international development goals or targets that were established following the Millennium Summit of the United Nations in 2000 for reducing global poverty.

Infant mortality rate:

Number of babies who may die under the age of 1 per 1000 live births.

GNI per capita:

Gross national income (the total income for a country computed by taking the value of goods, services, and the money received from abroad) divided by the population of the country.

Life expectancy:

Number of... Continue reading "Understanding Wealth and Development Indicators" »

Step 1 Review the Marketing Plan

1. What product/service is being marketed?
2. What is known about the market where the brand will compete?
3. What are the brand's marketing objectives?
4. How is the marketing communication expected to contribute to the marketing objectives?

Step 2, Selecting a Target Group

1. What are the relevant target buyer groups?
- Select a primary target buyer group: Existing customers (repeat purchase) / Non-customer (trial)
- Potential target audiences in terms of brand attitudes: BL (Brand loyal), FBS (First brand switchers), OBL (Other brand loyal), OBS (Other brand switchers), NCU (Non-customers)
- Communication strategies will differ significantly, depending upon the target group.
+ If the target is primarily BL or FBS,... Continue reading "Developing a Marketing Plan for Brand Success" »