Core Marketing and Advertising Definitions
- Niche Market: A market segment that focuses on the strategy of a company that has no ability to target the entire market.
- Brand Name: This is the part of the brand that is pronounced.
- Nomenclature (Nice Classification): The international classification of goods and services that can be applied to manufacturer and trademarks.
- Advertising Objectives: Specific tasks designed to achieve communication with a defined audience within a specific period of time.
- Signpost Competition: Competition used as a constant reference in the development of a marketing strategy.
- Perception: The process by which an individual selects, organizes, and interprets sensory information to create a meaningful picture of the world.
- Permanence: The duration of effective exposure of a message through a specific medium.
- Advertising Piece: A message or warning made to be reproduced according to the techniques of a medium.
- Media Planning: The selection of media and specific channels within those media to be used in an advertising campaign.
- Positioning: Refers to the placement of a product or brand in relation to other competitive products or brands.
Advanced Sales and Brand Strategies
- Premium: The additional price a consumer pays for a particular brand choice over a lower-priced alternative.
- Frequency (Repeat): The number of exposures or impacts received by persons reached by the media.
- Second Brands: Product brands offered by major companies in order to broaden their customer base.
- Share: The participation or audience share of a television network.
- Stand: A space, local module, or booth enabled in an exhibition, trade show, or fair.
- Sweepstakes: A sales promotion technique in which prizes are associated with luck, and consumers are encouraged to buy the product.
- Task Force: An external sales force hired for a specific and temporary promotional campaign.
- Triptych: An advertising brochure folded into three parts.
- Perceived Value: The overall consumer evaluation of the usefulness of a product.
- Cross-selling: Offering two or more products simultaneously in a comprehensive package at a price less than the sum of their individual prices.
- Competitive Advantage: A positive difference in resources, capabilities, and proprietary products compared to the competition.
