UNIT 13: ADVERTISING

advertising agencies

companies that design advertising for clients.

advertising campaign

the advertising of a particular product or service during a particular period of time.

brief

the statement of objectives that a client works out with an advertising agency.

target customers

a defined set of customers whose needs a company plans to satisfy.

advertising budget

the amount of money a company plans to spend in developing its

advertising and buying media time or space.

media plan

the choice of where to advertise in order to reach the right people.

comparative-party method

choosing to spend the same amount on advertising as one's competitors.

free sample

a small amount of a product given to customers to encourage them to try it.

word-of-mouth

free advertising, when satisfied customers recommend products to their friends.

viral marketing

trying to get consumers to forward an online marketing message to other people.

Demographics

describing an audience by age, gender, ethnicity, or location – i.e the facts about them.

Focus groups

small, select groups representing a target audience who are paid to answer questions at the behest of a market research organization

Product placement

the practice of paying for a branded product to be used by a character in a movie – e.g James Bond driving a BMW Z3

Product positioning

establishing the market niche of a product – which may not be as the brand leader – and advertising to the appropriate segment of the audience

Unique Selling Point (USP)

a highlighted benefit of a product which makes it stand out from all rival brands