Industry WIKI

Ad tracking, also known as post-testing or ad effectiveness tracking, is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition.

Advertising media selection is the process of choosing the most efficient media for an advertising campaign. To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment. Media planning may also involve buying media space. Media planner

Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.

Affinity marketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests to bring a greater consumer base to their service, product or opinion. This partnership is known as an affinity group.

Agile marketing, often termed marketing agility or international marketing agility, comprises sensemaking, speed, iteration, and marketing decisions; marketing decisions are performed in an agile manner, using principles from the Manifesto for Agile Software Development. Marketing Agility was named a research priority for 2020-2022 by the Marketing Science Institute.

The AIDA marketing model was originally created by E. St. Elmo Lewis to break down how an advert should work (drive Awareness, spark Interest, create Desire and prompt Action). However, it has been re-used by many marketers to represent the first part of the customer journey instead. There are other models such as the RACE model (Chaffey) which offer a more thorough representation of th

AISDALSLove (standing for Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate), is an hierarchy of effects model in advertising adapted from AIDA's hierarchy of effects model (Lewis, 1900; Strong, 1925) which has been used by many researchers, both academicians and practitioners, to measure the effect of an advertisement.

Attack marketing is a form of marketing that incorporates a series of creative and strategic techniques used to build and maintain public awareness surrounding a person, place, product, or event. Attack marketing utilizes the power of social interactions to execute non-traditional marketing campaigns that drive sales, increase name awareness and create long-term buzz around a specific bu

Attention theft is a theory in economic sociology and psychology which describes situations in which marketers serve advertisements to consumers who have not consented to view them and who are given nothing in return. Perpetrators seek to distract targets' attention through the use of advertising content, thereby achieving a form of manipulation.

A brand ambassador (sometimes also called a corporate ambassador) is a person paid by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is their ability to use promotional strate

Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of the two key components of brand knowledge, as defined by the associative network memory model. It plays a vital role in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is centr

Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.

In marketing, brand management refers to the process of controlling how a brand is perceived in the market. Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand and the relationships they have with it. A brand manager oversees all aspects of the consumer's b

Branded content (also known as branded entertainment) is a type of entertainment product made or otherwise funded by an advertiser. They are designed to build awareness for a particular brand by presenting content that reflects its values and image, without necessarily being presented as a promotion first and foremost. Branded content is distinguished from product placement—a business pr

Branding national myths and symbols (BNMS) is a field of research focusing on branding and marketing of a nation's myths and symbols. The research blends the theories of marketing, cultural communications, sociology, public relations, and semiotics. The awareness of a nation's (or a collective group's) internal myths and symbols may result in raising cultural relations between nations, a

Celebrity branding, also called celebrity endorsement, is a marketing approach where a well-known person is used to promote a product, service, or cause. The idea is that the positive image of the celebrity transfers to the brand, which can increase public attention and trust.

Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service.

Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the purchase, use and disposal of goods and services. It encompasses how the consumer's emotions, attitudes, and preferences affect buying behaviour, and how external cues—such as visual prompts, auditory signals, or tactile (haptic) feedback—can shape those responses. Consumer beh

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used to achieve the following business goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage a community of online users. Content marketing a

Copy testing is a specialized field of marketing research that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also referred to as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media. Research has also examined how copy testing can be incorporated into the selecti

Corporate social media is the use of social media platforms, social media communications and social media marketing techniques by and within corporations, ranging from small businesses and tiny entrepreneurial startups to mid-size businesses and huge multinational firms. Within the definition of social media, there are different ways corporations utilize it. Although there is no systemat

Cross-media marketing is a form of cross-promotion in which promotional companies commit to surpassing traditional advertisement techniques and decide to include extra appeals to the products they offer. The material can be communicated by any mass media such as e-mails, letters, web pages, social media or other recruiting sources. This method can be extremely successful for publishers b

Customer relationship management (CRM) is a strategic process that organizations use to manage, analyze, and improve their interactions with customers. By using data-driven insights, CRM often involves dedicated information systems that help store and analyze customer data, support communication, and coordinate sales, marketing, and service activities.

In business, a demand chain is the understanding and management of customer demand, in contrast to a supply chain. P. M. Madhani (2019) suggests that the demand chain "comprises all the demand processes necessary to understand, create, and stimulate customer demand". Cranfield School of Management academic Martin Christopher has suggested that "ideally the supply chain should become a de

Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services. Commonly used in business-to-business, business-to-government, or longer business-to-consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.

Digital branding is a brand management technique that uses a combination of internet branding and digital marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications or media content.

Digital marketing is a component of marketing that uses digital technologies such as desktop computers, mobile phones, and other digital media platforms to promote products and services.

Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. In contrast to direct marketing, advertising is more of a mass-message nature.

Discounts are reductions applied to the basic sale price of goods or services. Allowances against price may have a similar effect.

In marketing strategy, first-mover advantage (FMA) is the competitive advantage gained by the initial ("first-moving") significant occupant of a market segment. First-mover advantage enables a company or firm to establish strong brand recognition, customer loyalty, and early purchase of resources before other competitors enter the market segment.

Food marketing is the marketing of food products. It brings together the food producer and the consumer through a chain of marketing activities.

The United States food and beverage industry has increased the amount of advertising that intensively and aggressively targets children through multiple channels. Food marketers know that youth consumers have equal if not more spending power than adults, they hold purchasing influence, and have the potential to be lifelong consumers. The advertisements for products predominantly high in

In marketing and advertising, frequency refers to the number of times a target audience is exposed to a particular message or advertisement within a given time frame. This concept is a fundamental element of marketing communication strategies, aiming to enhance brand recall, create awareness, and influence consumer behavior through repeated exposure.

Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.

Internet branding (also referred to as online branding) is a brand management technique that uses the World Wide Web & Social Media Channels as a medium for positioning a brand in the marketplace. Branding is increasingly important with the advancements of the internet. Most businesses are exploring various online channels, which include search engine, social media, online press releases

'Issue advocacy ads, also called interest advocacy ads or issue-only ads, are communications that raise public awareness of a social or political issue. They are sponsored by advocacy groups, including issue advocacy groups and special interest groups. In the United States, the term is used mainly in campaign finance law, where issue advocacy is distinguished from express advocacy, which

Legal advertising is advertising by lawyers (attorneys), solicitors and law firms. Legal marketing is a broader term referring to advertising and other practices, including client relations, social media, and public relations. It's a type of marketing undertaken by law firms, lawyers (attorneys) and solicitors that aims to promote the services of law firms and increase their brand awaren

Livestream shopping (also known as live video shopping) is used by brands to promote and sell products through livestreams on digital platforms, often in collaboration with influencers.

Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of business management and commerce.

Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.

Marketing communications (also known MC, marcom(s), marcomm(s) or just simply communications) refers to the combined use of different marketing channels and tools. Marketing communication channels focus on how businesses communicate a message to their desired market, or the greater market in general. It can also include the internal communications of the organization. Marketing communica

Marketing failure is when a commercial marketing effort by a business fails to accomplish anything positive, or alternately when a commercial product is either totally or mostly rejected by its potential customers.

Marketing management is the strategic organizational discipline that focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of marketing resources and activities.

Marketing mix modeling (MMM) is a statistical causal inference and forecasting methodology used to estimate the impact of various marketing tactics on product sales. MMMs use statistical models, such as multivariate regressions, and use sales and marketing time-series data. They are often used to optimize advertising mix and promotional tactics with respect to sales, revenue, or profit t

Media planning entails sourcing and selecting optimal media platforms for a client's brand or product to use. The goal of media planning is to determine the best combination of media to achieve the clients objectives.

Merchandising is the process of contributing to the sale of products to a retail consumer by displaying for-sale products in ways that enticed to purchase more items or products.

Numismatics is the study or collection of currency, including coins, tokens, paper money, medals, and related objects.

Piggly Wiggly, LLC is an American supermarket chain operating in the American Southern and Midwestern regions. Its first outlet opened in 1916 in Memphis, Tennessee, and was the first true self-service grocery store, and the originator of various familiar supermarket features, such as checkout stands and individual item price marking.

The Policy Analysis Market (PAM), part of the FutureMAP project, was a proposed futures exchange developed, beginning in May 2001, by the Information Awareness Office (IAO) of the United States Defense Advanced Research Projects Agency (DARPA), and based on an idea first proposed by Net Exchange, a San Diego, California, research firm specializing in the development of online prediction

Pricing is the process whereby a business sets and displays the price at which it will sell its products and services and may be part of the business's marketing plan. In setting prices, the business will take into account the price at which it could acquire the goods, the manufacturing cost, the marketplace, competition, market condition, brand, and quality of the product.

Product life-cycle management (PLM) is the succession of strategies by business management as a product goes through its life-cycle. The conditions in which a product is sold (advertising, saturation) changes over time and must be managed as it moves through its succession of stages. The economist Theodore Levitt referred to the concept in a 1965 Harvard Business Review article, where he

Product management is the business process of planning, developing, launching, and managing a product or service. It includes the entire lifecycle of a product, from ideation to development to go to market. Product managers are responsible for ensuring that a product meets the needs of its target market and contributes to the business strategy, while managing a product or products at all

In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create

In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the ri

In marketing, publicity is the public visibility or awareness for any product, service, person or organization. It may also refer to the movement of information from its source to the general public, often (but not always) via the media. The subjects of publicity include people of public recognition, goods and services, organizations, and works of art or entertainment.

Once the strategic plan is in place, retail managers turn to the more managerial aspects of planning. A retail mix is devised for the purpose of coordinating day-to-day tactical decisions. The retail marketing mix typically consists of six broad decision layers including product decisions, place decisions, promotion, price, personnel and presentation (also known as physical evidence). Th

Return on marketing investment (ROMI), or marketing return on investment (MROI), is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventorie

Rideshare advertising is a form of digital, out-of-home advertising that uses in-car advertisements in ridesharing vehicles.

A scam center, fraud factory, fraud park, scam factory, scam compound, scam hub, scam park, fraud center, fraud compound, or fraud hub is a collection of large fraudulent organizations usually involved in human trafficking operations, generally found in Southeast Asia and usually operated by a criminal gang. Scam center operators lure foreign nationals to scam hubs, where they are forced

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages, enha

The Semantic Brand Score (SBS) is a measure of brand importance that is calculated on textual data. The measure is rooted in graph theory and partly connected to Keller's conceptualization of brand equity. It is calculated by converting texts into word or semantic networks and analyzing three key aspects: the frequency with which a brand name is mentioned (prevalence), the extent to whic

Social capital is a concept used in sociology and economics to define networks of relationships which are productive towards advancing the goals of individuals and groups.

Social media mining is the process of obtaining data from user-generated content on social media in order to extract actionable patterns, form conclusions about users, and act upon the information. Mining supports targeting advertising to users or academic research. The term is an analogy to the process of mining for minerals. Mining companies sift through raw ore to find the valuable mi

Street marketing is a form of guerrilla marketing that uses nontraditional or unconventional methods to promote a product or service. Many businesses use fliers, coupons, posters and art displays as a cost-effective alternative to the traditional marketing methods such as television, print and social media. Based on the shifting characteristics of modern-day consumers – such as increased

The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.

Targeted advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.

In business and marketing, "trade" refers to the relationship between manufacturers and retailers. Trade Promotion refers to marketing activities that are executed in retail between these two partners. Trade Promotion is a marketing technique aimed at increasing demand for products in retail stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-oblig

In marketing, the unique selling proposition (USP), also called the unique selling point or the unique value proposition (UVP) in the business model canvas, is the marketing strategy of informing customers about how one's own brand or product is superior to its competitors (in addition to its other values).

Viral marketing is a business strategy that uses existing social networks to promote a product or service on social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile

Word-of-mouth marketing (WOMM, WOM marketing, also called word-of-mouth advertising) is the communication between consumers about a product, service, or company in which the sources are considered independent of direct commercial influence that has been actively influenced or encouraged as a marketing effort (e.g. 'seeding' a message in a network rewarding regular consumers to engage in