Advertising Campaign: A series of advertisements, in one or a variety of media, that share a single idea or theme.
Brand: The consumer’s perception of a particular company, product or service.
Brand Promise: A short and memorable summary of what the brand stands for. Also referred to as a tagline, slogan, etc.
Branding/Rebranding Programs: A complete program to define strategy for strengthening or altering the consumer’s perception of a brand.
Corporate Identity: The visual manifestation of a brand. This can include the logo, tagline, colors, style and other signature elements.
Direct Marketing: Promotions that are delivered directly to a prospective customer. This includes direct mail, email and e-blast marketing as well as telemarketing.
E-blast: An electronic mailing, sent all at once to a large mailing list. Requires email marketing software to manage databases, schedules and track results.
Integrated Communications Program: A holistic approach to marketing that coordinates various media in order to ensure that a consistent brand message is delivered.
Interactive Media: Communications that allow for active participation and establish a two way conversation with the customer/prospect.
Marketing Research: Systematic researching of audience preferences, current perceptions, and market trends. This information is then analyzed to develop sound business building programs that combine strategic planning with practical thinking.
Marketing Strategy: A set of guidelines to follow when constructing specific marketing plans.
Media Buying: Media buyers negotiate rates and create media schedules based on a media plan constructed by a media planner. Though the plan is often constructed on published cost-per-point or cost-per-thousand guides, these are usually suspect. The buyer’s value is in negotiating or optimizing what is bought dependent on budget, type of medium and target effectiveness of the medium.
Media Planning: The process by which media is selected for advertising placement on behalf of the client. The main goal of the planning stage is to assist the client in achieving objectives by recommending the best possible use of the various media available to the advertiser. This process employs analyzation of target audiences, keeping abreast of current media developments and trends to reach these audiences, and understanding motivations of customers. The planner often considers both “traditional” media, ie: television, print, radio, outdoor, etc. and “non-traditional” media such as in-store, internet or digital media placement and product placement.
Online Advertising: any form of advertising that appears on the internet. This includes contextual ads on search engines such as Google, banner ads, online classified advertising, and rich media ads that display video and interactive content.
Package Design & Merchandising Displays: Structural and graphic development of a package or display which will reinforce the brand identity of the product, and attract the attention of the consumer.
Pay-Per-Click Advertising: Text or image ads are displayed based on specific keyword queries. Advertisers then pay the sponsoring search engine based on the number of click-throughs to their website.
Product Naming: Involves the application of creative and linguistic strategy and results in a brand name that becomes part of a product’s identity. Careful attention should be paid to the cultural connotations of a name and what consumers may associate with it.
Radio: Considered “the theatre of the mind.” may be a straight-forward, station-produced announcer read or an independently-produced spot that may include sound effects, music, dialogue, character development and jingles.
Sales Promotion & Literature: Promotional materials that supplement advertising efforts. These may include trade advertising, store displays, contests and rebates.
SEM (Search Engine Marketing): Internet marketing to promote Web sites by increasing visibility in search engine result pages through paid advertising.
SEO (Search Engine Optimization): The process of increasing the volume or quality of traffic to a Web site from search engines via un-paid, also known as natural or organic, search results.
Social Media Marketing: The use of social networks such as Twitter, Facebook, LinkedIn, YouTube, and blogs to build consumer dialogue and promote a brand or product message.
Television: Where visuals and sound come together in a conceptually engaging and impactful way. May include film or HD execution as well as visual and sound effects. Often production can be repurposed for other media such as online video or sales materials.
Trade Advertising: Advertising directed at non-consumer audience.
Trade Show Exhibits: Screens, banners or structures developed for use at a trade show or convention.
Website Design & Development: A process of identifying the goals and audience of a website, developing content and architecture, then designing and programming a site that accomplishes the objectives outlined.