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Mass Marketing
Selling/promoting the same product/service to large audiences
Target Groups
Different groups of potential customers
Media Channels
Various platforms used for communication and advertising
Brand Extension
Expanding a brand into new product categories
Market Segmentation
Dividing a market into distinct groups based on their needs
Purchase Behavior
The way consumers make decisions and buy products
Geography
Location-based segmentation of a market
Demographics
Definable statistical measures of a population
Psychographics
Market segmentation based on attitudes, opinions, interests, and lifestyles
Target Marketing
Focusing marketing efforts on specific market segments
Positioning
Ranking a product in the consumer's mind based on benefits and differentiation
Promotion
Communication to inform, persuade, or remind people about goods, services, or ideas
Integrated Marketing Communications
Coordinated use of various communication disciplines for maximum impact
Communication
Interaction to build connections and exchange information
Receiver's Field of Experience
Individual's background and knowledge influencing communication
Sender
Initiator of communication
Channel
Medium through which communication is transmitted
Message
Information or content being communicated
Decoding
Process of interpreting a message by the receiver
Encoding
Process of creating a message by the sender
Noise
Interference that disrupts communication
Feedback
Response or reaction to a message
Product Lifecycle
Stages of a product's development and its impact on advertising
Branding
Perception resulting from experiences with a company or product
Promotional Plan
Written document defining the promotional strategy and objectives
Marketing Research
Systematic problem analysis and fact finding for decision making
Data
Factual information used as a basis for reasoning or calculation
Primary Research
Original research conducted by collecting new data
Secondary Research
Using existing data collected by someone else
Quantitative Research
Research that focuses on numerical data and statistics
Qualitative Research
Research that focuses on open-ended responses and opinions
Open-ended Questions
Questions that allow for qualitative responses
Closed-ended Questions
Questions that can be answered with specific choices
Promotional Mix Elements
Personal selling, target marketing, advertising, sales promotion, public relations
Advertiser
Person or organization that initiates the advertising process
Advertising Agencies
Businesses that create and implement marketing efforts for clients
Media
Channels through which promotional messages are disseminated
Promotion Department
Department within media outlets that produces promotional materials
Sales Department
Department within media outlets that sells advertising space
Editorial Department
Department within media outlets that produces news and entertainment content
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