Advertisement - Sponsored informational public notice appearing in any of the print communications media that is designed to appeal to a mass audience in order to persuade, inform, promote, motivate, or otherwise modify behavior toward a favorable pattern of purchasing, supporting, or approving a particular product, service, idea, or organization. When the advertiser's message appears in the broadcast media, it is called a commercial. (From AllBusiness.com)
Advertising - The action of calling something to the attention of the public especially by paid announcements; the business of preparing advertisements for publication or broadcast. (From Merriam-Webster.com)
Advertising Campaign -The combination of advertisements which logically constitutes one finite element in the advertiser's continuing advertising strategy. Campaigns vary considerably in duration. Some last only a matter of weeks or months; others run for several years. (From Marketing.org)
Background Music - Music played in retail establishments, restaurants, lobbies, offices, and anywhere else customers gather. Background music is very effective at establishing a specific mood, energy and pace. It can also strongly support a company's brand image. Background music can be delivered via satellite or the Internet. Services typically include dozens of channels or playlists, allowing end users to select the musical genres or even specific songs that are appropriate for their business environments.
BE-Mail - A BusinessVoice brand name. BE-Mail, or BusinessVoice Email, is an email marketing service that's often used to build and maintain a company's top-of-mind awareness among its customers and prospects. BE-Mail can also build brand recognition and trust. The custom-designed emails typically take the form of a flyer or e-newsletter, and are an easy and affordable method of promoting new products or sales, and driving traffic to a company's website.
Brand - A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
A brand is also a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary." (Added definition) "A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality. (From MarketingPower.com)
Copy - The text or script for an advertisement, direct mail piece, website, etc; or the script for a broadcast commercial, on hold marketing, or other electronic advertising medium.
Creative Department - The people within an advertising or marketing agency who develop ideas for commercials and other forms of marketing and advertising.
Creative Strategy - Statement of advertising goals, the target audiences, the intended creative propositions, and the means of expressing them in a particular advertisement or campaign. One of the two halves which make up a complete advertising strategy; the other is media strategy. (From Marketing.org)
Demographics - Description of the vital statistics or objective and quantifiable characteristics of an audience or population. Demographic designators include age, gender, education level, marital status, income, family size, occupation, etc. (From Marketing.org)
Design - A generic term embracing all types of visual work - including roughs, typography, graphics, and finished art - for all kinds of applications: advertising, exhibitions, print work, etc. (From Marketing.org)
Direct Mail Advertising - Advertising directly to end-users by sending letters, post cards, catalogues or other sales literature via the mail. (From Marketing.org)
Drip Advertising Expenditure - A limited expenditure on advertising over a relatively long period of time, rather than a concentration of expenditure over a short period. (From Marketing.org)
Exposure - The extent to which readers, listeners, or viewers are in receipt of messages about a product, or any other piece of information. (From Marketing.org)
Focus Group - A qualitative research technique in which a group of people is invited to a neutral venue to discuss a given subject. The principle is the same as an in-depth interview, except that group dynamics help to make the discussion livelier and more wide-ranging. Qualitative groups enable the researcher to probe deeper into specific areas of interest (for example, the nature of commitment to a brand). (From Marketing.org)
Frequency - The number of times the target consumer will be exposed to an advertiser's message during the specified period of the campaign. (From Marketing.org)
Goal - A broadly defined objective or the aim to be achieved. (From Marketing.org)
Horizontal Market - One in which buyers from many different industries purchase a common product. Examples: computers and typewriters. (From Marketing.org)
Impression - A person's exposure to any element of a brand's marketing or advertising, from their quick glance of the logo, to their viewing of a television commercial, to their visiting the website, etc.
LobbyVision - A BusinessVoice brand name. Customized visual content consisting of video, still photos, motion graphics, copy and/or optional music and voiceover. LobbyVision productions are typically played in an endless loop on large, high-definition monitors. The content can be used to inform, instruct, remind, entertain, sell, shorten perceived wait times, and meet other marketing and customer service goals.
Logo/Logotype - A graphic design that is used as a continuing symbol for a company, organization, or brand. It is often in the form of an adaptation of the company name or brand name or used in conjunction with the name. (From MarketingPower.com)
Market - All the buyers and potential buyers of a product or service who profess some level of interest in it and who can afford it.
Marketing - The process or technique of promoting, selling, and distributing a product or service; all of the functions involved in moving goods from producer to consumer. (From Merriam-Webster.com)
Marketing Consultant - Independent marketing specialists hired by companies, usually on a short-term contract basis, to provide advice on a wide range of marketing matters, including marketing planning and management, marketing research, marketing communications, etc.
Music On Hold - (Also known as MOH.) Music played for the entertainment of callers on hold, and/or to shorten their perceived hold times.
Objective - A specific, measurable goal.
On Hold Messaging - (Also known as On Hold Marketing, On Hold Messages, Messages On Hold, and OHM.) A pre-recorded audio production consisting of spoken messages and music. On Hold Messaging is typically used as a marketing or customer service tool, and can be played for callers on hold through several types of analog or digital playback systems.
Permission Marketing - The use of opt-in subscriber lists to send advertising material. (From Marketing.org)
Point-Of-Entry - Any portal through which people "enter" a company or organization, either literally or virtually. The three points of entry are the telephone, a website, and a physical building or location.
Point-Of-Entry Marketing - Various efforts made to sell products and/or services to people who have entered the literal or virtual space of a company. These efforts include attracting attention, generating interest, creating desire, and leading prospects to a buying decision. The primary Point-Of-Entry Marketing services include On Hold Marketing, TeleGreeting, Point-Of-Purchase Audio Marketing, LobbyVision, WebVision, and Web Audio Messaging.
Point-Of-Purchase (POP) / Point-Of-Sale (POS) - Usually refers to retail sales outlets. Place at which a sale is made; also refers to the publicity materials used there (POP audio and video, posters, display units, dispensers and leaflets, etc.). (From Marketing.org)
Point-Of-Purchase Audio Marketing - (Also known as In-Store Marketing or POP Audio) Pre-recorded, customized marketing and/or customer service messages played through the public address system in a store, office, lobby or other type of business environment. Point-Of-Purchase Audio Marketing can be used to inform, remind, or direct shoppers to specific products or store departments. The messages can also be mixed with a background music service.
Positioning Statement - A written description of the position a company wishes itself, its product, or its brand to occupy in the minds of a defined target audience. (From Marketing.org)
Primary Sensory Dominance - The idea that each of us takes in and retains information most effectively in one of three ways: 1) visually, 2) aurally or 3) kinesthetically (by touching or moving). By targeting each of a target audience's three dominant senses, marketers can better the chances that their overall message will be more appealing and more effective.
Repositioning - Activities aimed at giving an existing product a new position in customers' minds, expanding or otherwise altering its potential market. Many potentially valuable products lead an obscure existence because they were launched or positioned in an inadequate manner. It is almost always possible to enhance the value of such products by repositioning them. (From Marketing.org)
Search Engine Optimization (SEO) - The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of an online search. (From Marketing.org)
Slogan - A brief phrase used to grab attention in advertisements or promotions.
Social Media - Online portals such as Facebook, Twitter, LinkedIn and others that allow people to communicate easily on a personal and/or business level. Social media sites for specific interest groups also exist.
Strategy - A plan, sometimes in outline only, for reaching certain objectives, usually quantified and more often on a relatively long-time base. (From Marketing.org)
Target audience - The people most likely to buy your product or service, or most interested in the information you provide. The more you know about them, and have designed your product or service with them in mind, the easier it will be to sell to them. (From Marketing.org)
TeleGreeting - A BusinessVoice brand name. This service includes a digital system that answers each incoming call before the company's employees hear the ring. The system plays a customized, pre-recorded marketing or customer service message, and then passes the call through to the company's frontline phone staff. TeleGreeting service can include copywriting, voiceover and production.
Top-Of-Mind - What is present in the uppermost level of consciousness; the manufacturer or brand that people in market surveys name first when asked to list products in a specific category. Top-of-mind is the highest degree of share of mind. To attain that position, a company normally needs to have a large share of voice in its category.
Unique Selling Proposition (USP) - Product or agency benefit(s) that can be regarded as unique and as a primary selling argument.
Vertical Market - The selling of a product or range of products restricted to one type of classification of market. (From Marketing.org)
Web Audio Messaging - Also known as WAM, this service infuses websites with the persuasive power of the human voice. The messages can direct visitors' attention to specific elements on a page, drive visitor's to the site's most important pages, or serve as an audible overview for each page. Web Audio Messaging can play automatically as soon as the page loads or it can be turned on and off by each visitor. WAM can also be programmed to play at certain times, and multiple messages can be rotated for each page.
Website - A related collection of Web files that includes a beginning file called a home page. From the home page, a user can get to all other pages on the site. A website is hosted on a Web server. A single Web server may host a number of small websites. Conversely, very large websites may be spread over a number of Web servers in different geographic locations. (From Marketing.org)
Website Marketing - The ongoing process of driving new and repeat traffic to a website and keeping the site highly ranked in search engines in order to ensure its long-term success. This can be accomplished through many activities, including updating the site's content regularly and continually expanding the company's entire web presence.
WebVision - A BusinessVoice brand name. A visual production consisting of video, still images, motion graphics, copy and/or music and voiceover played within a website. WebVision can be used to provide greater detail on a topic, as a how-to aid, or simply to add motion or energy to a site. The content can also consist of your company's TV commercials, product demonstrations, webinars, training sessions, etc.
Word-Of-Mouth Advertising - The exchange of information about a company or product between at least one of its customers and another individual. While word-of-mouth advertising can be encouraged and cultivated, it's often thought of as an organic expression of a customer's positive experience with the brand. It is arguably "the best type of advertising" because it's presented by a trusted source who is typically unaffiliated with the brand.
Word-Of-Mouth Network - Describes the relations among individuals through which personal influence may occur. (From Marketing.org)
Marketing Glossary