How a company wants the consumer to see its product(s), and the promises a brand or product makes to its customers. A product (or a group of products as a brand) can be seen as a luxury item, a good-value item, or perhaps as a cheap item.
The new brand identity for Wembley Stadium includes a new logo and a new slogan.
How a company’s product is perceived (seen) by the consumer.
The product’s new higher price is inconsistent with its brand image as a budget-priced item.
The colors, designs and words which a company uses to communicate its philosophy and make a statement about itself and products.
We have changed our corporate identity in order to modernise our image. We want to attract new and younger customers.
An advertisment seen on the internet, often in the form of a rectangle at the top of an internet page. It has a large headline and sometimes moving or flashing colours and images.
They placed a banner ad at the top of each internet page.
About a newspaper or magazine – the average number of copies distributed. For billboards and posters outdoors – the number of people who will potentially see it.
The magazine has a weekly circulation of 50,000 copies.
cost per inquiry (CPI)
The financial cost of getting one person to inquire (ask) about your product or service. This term is used in direct response advertising.
The advertisment cost us $1000. As a result, we had 500 calls from customers, so CPI was $2.
Marketing leaflets or letters sent directly to customers or potential customers via the postal service.
We used direct mail to inform our customers about our new special offer. We sent it by direct mail.
the four Ps of marketing
These are the four basic factors of marketing: product, price, place and promotion.
Macromarketing is how products and prices create demand and consequently have an influence on what is sold in a region.
The person who buys and uses a product, as opposed to someone who buys then sells the products.
The new software makes the system easier for the end-user.