Above the line relates to all expenditure on media advertising such as in newspapers, magazines, TV, radio, outdoor or transportation. This is distinct from below the line which refers to all other promotions including price oriented special offers such as ‘two for the price of one”, deals and allowances in which consumers are offered discounted prices for a limited period, point-of-sale advertising, competitions and contests, customer promotions in which floor space is negotiated for special displays, and direct marketing.
Advertising. The use of paid media by a seller to communicate persuasive information about its goods or services
Brand extension The process of using an established brand name for an addition to the product range.
Brand Image The ‘personality' of a brand as perceived by actual and potential consumers.
Consumer durables These are long life products such as cars and household appliances. Because of the relatively high cost of these products, they are usually carefully considered purchases.
Database marketing is an evolutionary refinement of direct marketing using computer databases that are continually updated with customers and prospects records such as buying history, demographics, personal preferences and so forth.
Direct Marketing is a branch of marketing that communicates directly to target markets via ‘addressable media' such as mail, telemarketing and e-mail.
Fast moving consumer goods (FMCG) also known as Consumer Packaged Goods are products that are used on an everyday basis, that are not carefully considered purchases. They are high turnover relatively low margin products
Horizontal integration The term refers to a company's seeking ownership or increased control of some of its competitors.
Line extension The process of increasing the company's product range
Logotype A distinctive stylized company signature, trademark, brand name, typeface or slogan
Market segmentation The process of dividing a market into distinct and meaningful groups of buyers who might merit separate products and/or marketing mixes. For example, the furniture market may be divided into two main market segments: commercial and domestic.
Market sub-segments A further division of a market segment. For example, the commercial furniture market segment can be divided into office, hospitality, entertainment, retail, medical and educational.
Market The set of all actual and potential buyers of a product or service.
Marketing mix The particular blend of controllable marketing variables that the firm uses to achieve its objectives in the target market.
Marketing research The systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing decision making process.
Mass marketing . A style of marketing in which the seller mass produces and mass distributes one product and attempts to attract everyone to its purchase.
Mission statement . This is an expression of the business's reason for existence, what it wants to accomplish and be recognized for. The mission statement should include community and employee values and benefits and not just plain commercial goals. It states what your company “stands for” in the marketplace.
Prime prospects The main group in a target market that offers the largest sales potential.
Product positioning Product positioning is concerned with creating a distinctive niche in the consumers mind. It is how you want your product to be perceived. It's what differentiates your product from competitors. Positioning can be based on projected users, usage occasions, lifestyles, price points or quality attributes.
Product proposition The benefit that is offered to the target market that is intrinsic to the product.
Product segment A sub-sector of a larger product category. E.g. the office furniture market may be segmented into seating, storage systems, systems furniture and freestanding furniture.
Pull strategy A strategy that calls for spending a lot of money on advertising and consumer promotion aimed at the final consumer to build up demand for the product.
Push strategy A strategy that calls for using the sales force and trade promotion to push the product through the channels of distribution.
Strategic planning The managerial process of developing and maintaining a strategic fit between the organization and its changing market opportunities. It relies on developing a clear company mission, objectives and goals, growth strategies and product portfolios.
Target audience The demographic or lifestyle group that advertising is intended to reach
Target market A well defined set of customers whose needs the company plans to satisfy
Target marketing The process of selecting one or more of the defined market segments and developing a positioning and mix strategy for each.
Trademark A brand or part of a brand that has legal protection because it is capable of exclusive appropriation. A trademark protects the seller's exclusive rights to use the brand name and /or brand mark.
Unique selling proposition An offer, which has specific benefits to the user, and which the competition cannot or does not offer. It is so b that it will attract new customers to your product or service.
URL Short for universal resource locator includes the protocol (ex. HTTP, FTP), the domain name (or IP address), and additional path information (folder/file). On the Web, a URL may address a Web page file, image file, or any other file supported by the HTTP protocol
