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Marketing Terms Defined
Various Marketing Terms - Powered by About.com 

"Advertising Plan"

Definition: An outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.  

"Advertising Specialty"

Definition: A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.

"Brand Identity"

Definition: How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity. 

"Direct Marketing"

Definition: Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.  

"Image Advertising"

Definition: Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products. 

"Loyalty Index"

Definition: Frequency of listenership of a particular broadcast station. 

"Marketing Research"

Definition: The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer. 

"Promotion"

Definition: All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc. 

"Promotional Mix"

Definition: Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions.

"Strategic Market Planning"

Definition: The planning process that yields decisions in how a business unit can best compete in the markets it elects to serve. The strategic plan is based upon the totality of the marketing process. 

"Tag Line"

Definition: A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign. 

"Target Market Identification"

Definition: The process of using income, demographic, and life style characteristics of a market and census information for small areas to identify the most favorable locations.

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