Definition of Terms

Many terms are used in the marketing field.

A
AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement. The base of brand promotion also.

   A - Attention (Awareness): attract the attention of the customer.

   I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits 
(instead of focusing on features,as in traditional advertising).

   D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.

   A - Action: lead customers towards taking action and/or purchasing.

Advertorial is an advertisement that has the appearance of a news article or editorial, in a print publication.
Affiliate Marketing- Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.
Article Marketing
It has been used by professionals for nearly as long as mass print has been available. A business provides content to a newspaper, possibly on a timely topic such as an article on tax audits during tax season, and the newspaper may use the article and include the business's name and contact information. Newspapers and other traditional media have limited budgets for gathering content and these articles may be used in the business section of the newspaper.

B
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product/service. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.
Brand Loyalty consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy.
Business-to-Business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.
Business-to-Government (B2G) often referred to as a market definition of "public sector marketing" which encompasses marketing products and services to various government levels - including federal, state and local - through integrated marketing communications techniques such as strategic public relations, branding, marcom, advertising, and web-based communications.
Business-to-Consumer (B2C)Retail is the sale of goods and services from individuals or businesses to the end-user.

C
Customer Relationship Management (CRM) is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.

J
Jingle is a short song, usually mentioning a brand or product benefit, used in a commercial.

M
Marketing Exposure is the amount of funds invested in a particular type of security and/or market sector or industry and usually expressed as a percentage of total portfolio holdings. It is also simply known as "exposure." Exposure is the product of a marketing strategy, and once the strategy is implemented it is only a matter of time before exposure is put into action. Consumers recognize "marketing exposure" when the company creates and promotes a campaign. There are three types of marketing exposure: intensive, selective, and exclusive.
Marketing Mix The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results.
Market Penetration is a measure of brand or category popularity. It is defined as the number of people who buy a specific brand or a category of goods at least once in a given period, divided by the size of the relevant market population.
Market Profile is a summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.
Marketing Research is "the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.
Market Segmentation divides a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.
Market Share is the percentage of a market (defined in terms of either units or revenue) accounted for by a specific entity.
Marketing Spending is an organization's total expenditure on marketing activities. This typically includes advertising and non-price promotion. It sometimes includes sales force spending and may also include price promotions.


P
Penetrated Market is an actual set of users actually consuming the product or service.
Potential Market is a set of consumers who profess some level of interest in a designed market offer.
PromotionsAll forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc.
Publicity is a type of public relations in the form of a news item or story which conveys information about a product, service, or idea in the media.

Q
Qualitative Research is a method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups.
Quantitative Research is a method of advertising research that emphasizes measurement of incidence of consumer trends within a population.

R
Return On Investment (ROI) is the concept of an investment of some resource yielding a benefit to the investor. A high ROI means the investment gains compare favorably to investment cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. In purely economic terms, it is one way of considering profits in relation to capital invested.

S
Strategic Market Planning The planning process that yields decisions in how a business unit can best compete in the markets it elects to serve. The strategic plan is based upon the totality of the marketing process.

T
Tag Line is a slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
Target Market is a group of individuals whom collectively, are intended recipients of an advertiser's message.

W
Word of Mouth Advertising occurs when people share information about products or promotions with friends.