One of the most valued assets of the company, this is what customers recognize and respect.
A research technique that addresses the various ways a consumer perceives a product when making a purchase and considers the many individual elements that, together, determine consumer preference.
This type of advertising speaks to an organization's work views and problems in order to gain public goodwill and support rather than to sell a specific product.
Diet Vanilla Coke and Bic lighters are examples of this.
The guiding principle of an advertising plan, it looks at basic demographic data as well as the social, cultural, and psychological characteristics that predict purchase behavior.
The circumstance in which unique product attributes are regarded by the target audience as different from others in the category.
One of fastest growing categories of advertising, this is often not seen by the average person.
Manufacturers use this type of business communication to promote products to wholesalers and retailers.
This is a primary factor in a typical marketing plan; it outlines the general course of action for achieving goals and objectives.
Also referred to by the term local, it has been strongly affected by the move from local and regional stores to national chains operating throughout the country.
Perceived as having higher audience credibility than traditional advertising, this type of communication is directed at various internal and external audiences to create an image for a corporation.
Because some industries are so similar (and often legally regulated), it is difficult to differentiate between competitors without using this type of advertising.
Rarely seen by consumers because it is directed at wholesalers and retailers, this marketing technique can damage brand equity because of the emphasis on price.
The role of advertising that focuses on providing information prospective customers about products and services that will satisfy their utilitarian and hedonistic needs and wants.
Measures revenues against expenditure of resources, or how many dollars are produced for every dollar spent.
