unit 11: advertising + unit 10: marketing

brand-switcher

a consumer who shows no loyalty to a particular brand, but
changes among competing products

brand image

the public's beliefs and perceptions about particular product

brand loyalty

the commitment of consumers to a particular brand

free sample

a small amount of a new product given to consumers to
encourage them to try it

industrial buyer

someone who purchases goods or services that will be used in the
production or supply of other goods or services

initial trial

the first time a consumer buys a product to see what it's like

loss leader

a popular product sold with no profit, in order to attract
customers to a store

price-conscious

strongly influenced by the price when goods or services

purchasing cycle

the average length of time between a consumer's repeat purchases
of the same product

redeemable coupon

a certificate offering consumers a price reduction on a particular
product

Advertorial

A paid-for advertisement which includes editorial content; normally identified in a print magazine

Advertising agency

The organization that takes care of advertising for clients

Advertising campaign

A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorized together as they are the execution of a central idea

Demographics

Describing an audience by age, gender, ethnicity, or location – i.ethe 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

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

USP

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

marketing channel

 the set of intermediaries a company uses to get its goods to their end users

market share

the sales of a company (or brand or product) expressed as a percentage of the total sales in marketing - the process of identifying and satisfying consumers’ needs and desires