brand identity
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.
The new brand identity for Wembley Stadium includes a new logo and a new slogan.
brand image
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 product’s new higher price is inconsistent with its brand image as a budget-priced item.
corporate identity
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.
We have changed our corporate identity in order to modernise our image. We want to attract new and younger customers.
banner ad
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.
They placed a banner ad at the top of each internet page.
circulation
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.
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.
The advertisment cost us $1000. As a result, we had 500 calls from customers, so CPI was $2.
direct mail
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.
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
Macromarketing is how products and prices create demand and consequently have an influence on what is sold in a region.
an end-user
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.
The new software makes the system easier for the end-user.