Business and Industry- Marketing Terms

A competitive pricing method in which initial price is set at levels intended to be above competitors' prices.

Refers to discussions of accounts won and lost, and re-assignments of existing accounts.

Enclosures that are used to relate information as part of an overall advertising campaign.

 The measured ability of readers or audiences to remember ads they have viewed in various media and programs.

Inserts placed in a publication, such as extra pages of advertising or subscription return cards. These are also known as freestanding inserts (FSIs).

Amount of dollars or media units (e.g., hours, number of pages) spent on advertising and marketing efforts.

Self-policing by the advertising industry, may include discussion of ethical issues, certification, standards, and reviews and recommendations by ad industry policing bodies of allegedly deceptive advertising

Searches all the mapped agency terms, which include: Account activity, Agency self-regulation, General agency and Media-buying service.

Searches all the mapped campaign terms, which include: Business-to-business, Campaign awards, Campaign design, Campaign effectiveness, Campaign slogan, Campaign spokesperson, Campaign theme, Character symbol, Community advertising, Cooperative campaign, Corporate sponsorship, General campaign, Global campaign, NAD review, National campaign, New campaign, Regional campaign, Sports campaign and Teaser campaign.

Searches all the mapped general terms which include: Association advertising, Corporate advertising, Corrective ads, Crisis communications, Other general, Political advertising, Professional advertising and Public service advertising.

Searches all the mapped media terms, which include: Ad inserts, Ad recall, Ad tip ins, Ad volume, Cable TV advertising, Catalogs, Direct mail, Direct response TV marketing, General media, Infomercials, Interactive, Magazine advertising, Media costs, Movie theater, Network TV advertising, Newspaper advertising, Online, Outdoor, Point-of-purchase, Print ad coupons, Print advertising, Radio, Telemarketing, TV advertising and Yellow pages.

Searches the entire mapped product marketing terms which include: Brand Equity, Cobranding, Contests, Coupons, Distribution channels, General product marketing, Line extensions, Loyalty, Placement, Positioning-repositioning, Premium-luxury products, Sales promotion, Sampling and Umbrella marketing

Searches all the mapped research terms, which includes Consumer behavior, General research and Public opinion.

Media market research technique to monitor and learn how customers access and use media (e.g., television viewing, website activity).

Advertising by associations or trade groups to promote an industry or product category as opposed to a specific brand; for example: the National Dairy Board campaign to drink milk.