Essential Advertising and Marketing Terms for Campaign Success

Advertising and Marketing Terms and Definitions

Campaign

Campaign: A set of actions carried out by an agency to publicize a product, create a brand image, and so on.

Made-in Effect

Made-in effect: The country of origin can be regarded as an external attribute of the product's physical characteristics.

Boomerang Effect

Boomerang effect: When a message produces a change of attitude in the recipient (often the opposite of the intended response).

Effect Attrition

Effect attrition: Loss of effectiveness in the memory of the message.

Veblen Effect

Veblen effect: Emulation of the consumption patterns of higher social classes.

Slogan

Slogan: An easy-to-remember phrase that highlights the positive aspects of a company's product.

Stratum Heartbeat

Stratum heartbeat: Media programming that combines an ongoing advertising campaign with short bursts of intensive advertising.

Fee

Fee: A type of advertiser-agency remuneration consisting of fixed annual payments.

Ferro

Ferro: A test contact by chemical reaction that conveys a positive image on paper.

Loyalty

Loyalty: Commercial actions intended to ensure a client's continuing relationship with a company, preventing it from being overtaken by competition.

Freelance

Freelance: Refers to an independent employee or contractor.

GRP

GRP: The sum of the percentages of people reached by a particular set of media.

Focus Group

Focus group: A form of qualitative research that asks a group about their views on an issue or product.

ID Brand

ID Brand: The distinctiveness of a brand mark to be recognized over time.

Branding

Branding: A mental representation of the attributes and benefits of the product or brand.

Insert

Insert: Publication of a text, image, or advertisement in a printed medium.

Kit

Kit: A complete set of elements to assemble a product.

Know-how

Know-how: Knowledge of a person or company about a manufacturing process for which they may charge a fee.

Logo

Logo: A group of letters, numbers, abbreviations, etc., cast in one block to facilitate typesetting or brand recognition.

Mailing

Mailing: Sending personalized letters with sales offers, with or without advertising brochures.

Marca Unica

Marca Unica: Applying the same mark to all products of the company.

Media Planning

Media planning: The study of a combination of advertising media so as to adapt to the aims of the advertising strategy.

Media Advertising

Media advertising: The mass communication channels through which an advertisement is transmitted.