Endorsed brands (Sub-brands)

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Product or service brand name dominated by the family major brand, i.e. Nestle KitKat. This support by an “umbrella” brand name adds credibi...

Deceptive advertising (False advertising)

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The practice of using incomplete or misleading information in the adverts, i.e. providers of services that do not inform customers about som...

Body text (Body copy)

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Main block of text within advertisement which is apart from headlines, logo, pictures to the ad, etc., i.e. the explanation of it about the ...

DAGMAR

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The situation of setting objectives within an advertising campaign of any kind in a way that makes it possible for the constituent goals to ...

Advertising Value Equivalent (AVE)

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PR tool that is used to measure the efficiency of news copy over advertising. AVE usually gives account for the range of reach required, als...

Brand positioning

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The distinction of value and status that a brand carries within its category. This positioning ensures that customers and prospects from the...

Soft launch (Beta testing)

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Initial release of a product or service to a limited audience in order to test new product/ service viability as well as to obtain feedback ...

Marketing leads

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Marketing leads are generated through a particular offer, i.e. from a brand’s advertiser. Unlike Sales  leads, contact lists of Marketing le...

Royalty revenue

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Payments owed by users of intellectual property to the legal owner of it. Patented products, copyrighted works and franchises are usually ex...

Sales leads

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Contacts of potential customers (companies or individuals) that businesses obtain through various marketing initiatives, i.e. special events...

Brand licensing

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Indirect marketing technique – a contract between an owner of a brand (licensor) and a company or an organization that markets certain pro...

Minimum Viable Product (MVP)

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A new product development technique for startups, hi-tech products, web application, and others that became popular after 2008 with the post...

Flight or “Wave”

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The term in media planning indicating the active segments of delivering ad messages within an advertising campaign when periods of activity ...

Topple rate (Decrepitude rate)

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Global phenomenon that is being attributed mainly to technology developments and fast paced business competition. It is the rate at which in...

Brand attributes (Brand associations)

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Rational and/or emotional associations entailed to a brand by its customers and potential buyers. They can be favourable or unfavorable; tan...

Counterfeit goods (Fake goods)

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Counterfeit goods are products offered to the market from a manufacturer under the brand name of another company without the permission of t...

Sales funnel

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Visual framework that illustrates the sales process in every stage and helps marketing and sales managers in measuring opportunities and pla...

Brand awareness

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The extend of recalling a particular brand and considering its existence on the market as available products to purchase or services to use....

Drop

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The term used by media planners to indicate the inactive time segments when the delivery of messages cease according to the scheduling. Usua...

Classification merchandising

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Splitting already specified category departments into smaller comprising sub-categories in order to keep a narrower track on various data li...

Commoditization

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Pricing strategy seeking to deploy standard and cheap technology of production, thus diminishing the differentiation between the manufacture...

Retail Fashion merchandisers

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Agents and employees occupied in Fashion industry who are responsible for final distribution of the fashion products. Retail merchandiser’s ...

Digital Darwinism

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The evolution of consumer behavior when society and technologies develop faster than the ability of consumers and businesses to adapt.

Lean marketing (Startup marketing)

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Agile marketing methodology promoted by Eric Ries’s “The Lean Startup” that evades the traditional waterfall processes of briefing, planning...

Leads

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Prospective customers or businesses of certain product or a service from a company. The various marketing efforts (online and/or offline) th...

Soft goods (Consumable goods)

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Non-durable goods completely consumed out in one’s usage over some period of time, usually defined to span for less than 3 years. Besides sp...

Qualified leads

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Customers with high potential for a purchasing decision, i.e. leads corresponding to the assessment of fit based on explicit information and...

Early adopters (Light-house customers)

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Individuals or companies that purchase and use new products and technologies before other customers do. Early adopters are usually ready to ...

Production Fashion merchandisers

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Executive managers in Fashion industry who are running workflows and timings of production processes in manufacturing the fashion products. ...

Pulsing (Pulse scheduling)

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In media planning, the combination between the other 2 methods of strategic scheduling that are basic – Continuous pattern and  Flighting. P...