The A-B split is a method of testing the effectiveness of marketing methods or media. 

An A-B split test is a way to compare two versions of a marketing campaign, mobile application, website, or other measurable media to determine which performs better. The A-B split is also referred to as A/B testing, bucket tests, or split-run testing. The A-B split is also referred to as A/B testing, bucket tests, or split-run testing. An A-B split test is a way to compare two versions of a marketing campaign, mobile application, website, or other measurable media to determine which performs better. An A-B split test is a way to compare two versions of a marketing campaign, mobile application, website, or other measurable media to determine which performs better.

A-B Split

Activities, Interests, and Opinions (AIO) are a person's characteristics used by market researchers to create the individual's psychographic profile.

Activities, Interests, and Opinions (AIO) are a person's characteristics used by market researchers to construct the individual's psychographic profile in their research. As an example, a person's psychographic profile may indicate that they enjoy an active lifestyle, purchase higher-quality items, find fulfillment in family time, and spend a lot of time on social media. Activities, Interests, and Opinions (AIO) are used by market researchers to construct the individual's psychographic profile in their research. Advertising experts apply AIO principles to help focus a company's marketing and promotional efforts towards its target audience, helping researchers and the company to better understand their ideal customer.

Activities, Interests, and Opinions (AIO)

An advertising allowance is money that a product manufacturer or service provider pays to a retailer to get the word out about their product.

An advertising allowance is money that a product manufacturer or service provider pays to a retailer to get the word out about their product. By helping the retailer pay its advertising costs, the company's advertising allowance gives the retailer an incentive to carry that product. An advertising allowance may also take the form of a supplier or manufacturer giving a discount on inventory provided to a wholesaler or retailer to pay for advertising or merchandising costs. An advertising allowance can take many forms, such as a supplier giving a discount on inventory, a display allowance for set-up costs, or creative development costs such as producing images or graphics for a traditional advertisement. Advertising allowance policies and practices will differ from company to company, but in most cases, a manufacturer will either pay for a share of a retailer's advertising costs, or provide them with images, graphics, or production assistance to create an ad.

Advertising Allowance

The advertising appropriation or advertising budget is the portion of the total marketing budget a company spends on advertising over a specific time.

How to Set a Marketing Budget that Fits your Business Goals and Provides a High Return on Investment

Advertising appropriation—also referred to as an advertising budget—is the portion of a total marketing budget that a company allocates for advertising over a specific time. Whatever method a company uses to determine its advertising appropriation, it must attempt to balance the money spent against the additional revenue the company actually achieves through its advertising efforts. Advertising appropriation—also referred to as an advertising budget—is the portion of a total marketing budget that a company allocates for advertising over a specific time. While direct marketing data can help a company pinpoint the right amount to spend on advertising, this is most effective if the company has already run a campaign and generated sales results to analyze. Thus, if a rival is spending approximately 5% of net sales on advertising, the company will set its advertising budget to match its rival.

Advertising Appropriation

Advertising budget is an estimate of a company's promotional expenditures designed to meet its marketing objectives over a certain period of time.

An advertising budget is an estimate of a company's promotional expenditures over a certain time period. Before deciding on a specific amount, companies should make certain determinations to ensure that the advertising budget is in line with their promotional and marketing goals:
The target consumer — Knowing the consumer and having their demographic profile can help guide advertising spend. When creating an advertising budget, a company must weigh the value of spending an advertising dollar against the value of that dollar as recognized revenue. Best media type for the target consumer — Mobile or internet advertising, via social media, may be the answer, although traditional media, such as print, television, and radio may be best for a given product, market, or target consumer. An advertising budget is part of a company's overall sales or marketing budget that can be viewed as an investment in a company's growth.

Advertising Budget

The Advertising Checking Bureau (ACB) serves manufacturers and their retailers by providing a channel marketing program.

The Advertising Checking Bureau (ACB) is an organization that serves manufacturers and their retailers by providing a variety of advertising-related services. The Advertising Checking Bureau (ACB) offers five key programs: rebate programs, sales incentive programs (SPIFFs), co-op advertising programs, compliance programs, and ad tracking. The key steps include (1) strategic planning and needs assessment, (2) program research and design, (3) implementation and communication, (4) program management, measurement, and customer service, and (5) business intelligence.
The Advertising Checking Bureau (ACB) is headquartered in New York City with offices in Memphis and Tempe.
The ACB does not list prices for its programs on its website. The Advertising Checking Bureau's (ACB's) other services, such as advertising tracking, enable companies to monitor and analyze competitor advertising share and advertising effectiveness in all major media. The Advertising Checking Bureau (ACB) offers services such as advertising tracking, brand building, development and management of incentive programs, and search engine marketing.

Advertising Checking Bureau (ACB)

Advertising elasticity of demand (AED) measures a market's sensitivity to increases or decreases in advertising saturation and its effect on sales.

Advertising elasticity of demand (AED) is a measure of a market's sensitivity to increases or decreases in advertising saturation. While advertising elasticity of demand measures how advertising impacts the demand for products or services, price elasticity of demand (PED) measures how the price of a good or service impacts demand. Because a number of outside factors, such as the state of the economy and consumer tastes, may also result in a change in the quantity of a good demanded, the advertising elasticity of demand is not the most accurate predictor of advertising's effect on sales. For maximum profit, a company's advertising-to-sales ratio should be equal to minus the ratio of the advertising and price elasticities of demand, or A/PQ = -(Ea/Ep). A positive advertising elasticity indicates that an increase in advertising leads to a rise in demand for the advertised good or services.

Advertising Elasticity of Demand (AED)

An advertorial is magazine, newspaper, or website content that looks and reads like that publication’s content but is actually a paid advertisement. 

A Neuroscience Perspective: Assessing Visual Focus, Message Processing & The Ability to Strengthen Associations Through Mobile Advertising

Comparing the ROI of Content Marketing and Native Advertising

Table of Contents
What Is an Advertorial? Understanding Advertorials
Special Considerations
Sponsorship vs. Advertorial Content
Advertorials Pros and Cons
How to Write an Advertorial
Advertorial FAQs
The Bottom Line
An advertorial is an article, website page, or video programming that is designed to look and read like objective journalistic content but is, in fact, a paid advertisement. As with traditional advertisements, when companies use advertorials to promote a product or service, they must make sure the ad has the right tone and content for the consumer audience. Most publications have editorial policies on advertorial content, and many publishers refuse to run advertorials at all. Another study on advertorial copy length, from High Point University, found that advertorials generated better ad and brand attitudes for female viewers than they did for males.

Advertorial

Advocacy advertising is used by nonprofit and private groups to shape public opinion on various economic, political, environmental, or social issues.

Advocacy advertising is the use of marketing to support a particular message or cause. In response, the upstart companies typically initiated advocacy advertising campaigns to attract public attention to the issues that were impeding their operations in their markets and encouraged regulators to grant them legal approval to do business. Unlike commercial advertising, advocacy advertising is considered to be undertaken in the interest of a group or the public and typically does not promote a product or service. Advocacy advertising is a form of marketing used primarily by nonprofit organizations and private groups with the goal of swaying public opinion to support a particular cause or message. Companies may engage in advocacy advertising if there is an issue or policy that stands to affect operations and public support is desired to resolve the matter.

Advocacy Advertising

Adware is software that displays advertising on a computer, redirects search results to advertising websites, and collects user data for marketing purposes.

Adware, a term derived from "advertising-supported software," is software that displays advertising on a computer screen or mobile device, redirects search results to advertising websites, and collects user data for marketing purposes. When adware use began, roughly in 1995, some industry experts considered all adware to be spyware, which is software that enables someone to collect covert information from a user's computer without the user's knowledge. Generally speaking, adware generates revenue in two ways: the display of advertising to a user, and a pay-per-click payment made if a user clicks on the ad. Once malicious adware is on a computer it might carry out a variety of unwanted tasks, such as track a user's location, search activity, and web page viewing history, Antivirus software is essential to help protect a computer and its user from malicious adware.

Adware

Adweek is a U.S.-based weekly trade publication covering the business of advertising.

Adweek is a U.S.-based weekly trade publication covering the business of advertising. Adweek covers advertising from a variety of angles, including the creative side of the business and new advertising campaigns, to the relationships between clients and agencies, global advertising, and accounts in review. Adweek publishes a number of blogs that focus on the advertising and mass media businesses, such as AdFreak and the Adweek Blog Network, which was lifted out of the assets of the former Mediabistro. In its print and online publications, it covers a wide range of advertising-related topics that extend beyond traditional advertising to new media and pop culture. Its editorial coverage has provided analysis and insight into several game-changing events in the advertising business, including the rise of internet advertising, changes from the rise of cable television, and the migration from commission\-based agency fees.

Adweek

After-sales support, sometimes called after-sales service, is any service provided after a customer has purchased a product. 

After-sales support, sometimes called after-sales service, is any service provided after a customer has purchased a product. Some examples of after-sales services include companies helping with the installation process (such as computer software), maintaining products through free or discounted service (oil changes included with purchase of a new car or via a paid-for service plan), or having a clear exchange and return policy and providing a customer service number. Some other examples include:
Such after-sales support may come free with the purchase of an item and may also be sold as part of a more comprehensive service plan, such as how Best Buy Co. sells Geek Squad computer-related service plans. After-sales support, sometimes called after-sales service, is any service provided after a customer has purchased a product. After-sales service is any support provided to a customer after the product or service has already been purchased.

After-Sales Service Support

Atmospherics are controlled retail space characteristics such as layout, lighting, sound, and decor which entice a customer to enter, shop, and buy.

Features of atmospherics include:
A layout of the space including the location of clerks and check out counters
The overall temperature of the retail space
Scents or aromas designed to excite and entice the shopper
The location of pricing information or other signage
Music to inspire, sooth, or stimulate
Decorations which represent the brand
Many retail giants will use elements of atmospherics to help identify their retail brand and set it apart from competitors. Many retail giants will use elements of atmospherics to help identify their retail brand and set it apart from competitors. The controllable characteristics of retail space which entice customers to enter the store, shop, and purchase are atmospherics. Given its level of using atmospherics, Anthropologie's aim appears to offer its customers a shopping experience that is carefully curated, from how a store is laid out, how it smells, and even the presentation of merchandise on the racks and stacks.

Atmospherics modify shopper's behavior in retail stores

An augmented product has been enhanced with features and services intended to distinguish it from competitors' offerings.

An augmented product has been enhanced by its seller with added features or services to distinguish it from the same product offered by its competitors. The actual product and its features must deliver on the core-product expectations that consumers want from the product. An augmented product has been enhanced by its seller with added features or services to distinguish it from the same product offered by its competitors. An augmented product has been made to stand out from other products, or the same product offered by other sellers. The add ons don't change the actual product and may have a minimal impact on the cost of producing the product.

Augmented Product

Banner advertising refers to the use of a rectangular graphic display that stretches across the top, bottom or sides of a website.

Oct. 27, 1994: Web Gives Birth to Banner Ads

2019 IAB Internet Advertising Revenue Report

Leading Digital Display Ad Sellers in the U.S., by Net Revenue Share, 2019-2022

US Digital Display Ad Spending to Surpass Search Ad Spending in 2016

Banner advertising refers to the use of a rectangular graphic display that stretches across the top, bottom, or sides of a website or online media property. The technology that enables ad networks to do this is a central ad server, which selects specific ads that are tailored to the website's visitor based on keywords from the visitor's search and website viewing behavior or based on the overall context of the host website content.
Banner advertising, and virtually all online advertising, currently utilizes real-time bidding technology known as programmatic bidding, which allows approved companies to bid on ad space during the time it takes for a banner ad to load. Banner ads were the first form of internet-specific advertising, appearing in 1994._
_Today, banner advertising, and virtually all online advertising, currently utilizes real-time bidding technology known as programmatic bidding, which allows approved companies to bid on ad space during the time it takes for a banner ad to load._
Ad networks are in charge of matching advertisers to websites that want to sell advertising. The host is paid for the banner advertisement through one of three methods: cost per impression (payment for every website visitor who sees the ad), cost per click (payment for every website visitor who clicks on the ad and visits the advertiser's website) or cost per action (payment for every website visitor who clicks on the ad, goes to the advertiser's website and completes a task, such as filling out a form or making a purchase). The trend in online advertising has seen digital display ad spending (including banner ads, video, rich media, and sponsorships) surpass that of search-based ads in 2016 and continue to grow.﻿﻿ As of 2019, 31% of all online ad spending goes to banner advertising.

Banner Advertising

Below-the-line advertising is an advertising strategy in which a product is promoted in mediums other than radio, television, billboards, print, and film.

Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats. Above-the line casts a wide net versus below-the-line, which uses a proverbial fishing pole through direct mailings, face-to-face contacts at trade shows, or paid search engine results that pop up when consumers enter specific queries. The main types of below-the-line advertising systems include direct mail campaigns, social media marketing, trade shows, catalogs, and targeted search engine marketing. Below-the-line advertising campaigns include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing. Above-the-line methods are ideal for general brand awareness, while below-the-line tactics are preferable for fostering direct relationships with potential customers.

Below-the-Line Advertising

Learn about the history of Black Friday, from its evolution to what it means for shoppers and retailers.

Holiday Shoppers Take Advantage of Early, Thanksgiving Weekend Deals.

Table of Contents
What Is Black Friday?
Understanding Black Friday
Black Friday and Retail Spending
Surprising Origins of Black Friday
The Evolution of Black Friday
Cyber Monday Competition
Shopping Stats
The Significance of Black Friday With people spending rather hefty sums of money on this notoriously busy shopping day, the sales chalked up on Black Friday are often thought of as a litmus test for the overall economic condition of the country and a way for economists to measure the confidence of the average American when it comes to discretionary spending. Black Friday refers to the day after the U.S. Thanksgiving holiday, which has also traditionally been a holiday itself for many employees. Black Friday refers to the day after Thanksgiving and is symbolically seen as the start of the critical holiday shopping season.

Black Friday

Brand extension is the use of an established name for a new product or new product category. This can succeed or fail spectacularly.

A brand extension is when a company uses one of its established brand names on a new product or new product category. A brand extension is when a company uses one of its established brand names on a new product or new product category. A brand extension leverages the reputation, popularity, and brand loyalty associated with a well-known product to launch a new product. The cost of introducing a product through brand extension is lower than the cost of introducing a new product that has no brand identity. Before launching a new product, brand managers need to keep their target audience in mind and consider which products fit well under their company's brand.

Brand Extension

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers' minds. Pepsi's sales do not appear to have been directly affected by this gaffe, but in some cases, a negative gap between brand identity and brand image can affect financial results. At the same time, it is possible to craft a positive brand identity that fails to translate into a positive brand image.

Brand Identity

Brand loyalty is the positive association consumers attach to a particular product, demonstrated by their repeat purchases of it.

How Brand Trust and Customer Loyalty Are Won and Lost

Table of Contents
What Is Brand Loyalty?
How Brand Loyalty Works
How to Create Brand Loyalty
How Brand Loyalty Is Lost
Brand Loyalty and the Internet
Real-World Example When a company ignores consumer trends, they lose brand-loyal customers.
Continuous monitoring and research are needed to measure the utility of products and identify modifications that will offer additional consumer benefits and increase brand loyalty. Because the Internet presents the power of choice, companies have shifted from a brand-focused agenda to a customer-centric model.﻿﻿ To gain market share and retain customers, emphasis is placed on building customer relationships, providing excellent customer service, and delivering value.
Companies with large consumer bases Marketers track changes in trends and create a corresponding marketing campaign to help the company acquire and keep the brand's loyal customers.
The percent of consumers who are brand loyal despite having many alternatives. On the other hand, brand loyalty is the commitment from customers to continue purchasing from a company because of their experiences and perception of the brand.

Brand Loyalty

Brand management is a marketing function that uses brand management techniques to increase the perceived value of a product line or brand over time.

Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management increases brand awareness, measures and manages brand equity, drives initiatives that support a consistent brand message, identifies and accommodates new brand products, and effectively positions the brand in the market. A brand manager that continuously seeks innovative ways to maintain the quality of a brand will retain its loyal consumers and gain more brand affinity, compared to one that is content with the current good name of the company’s brand. Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market, and the company's overall vision. A brand manager ensures the innovation of a product or brand, creating brand awareness via the use of price, packaging, logo, associated colors, and lettering format.

Brand Management

Brand personality is a set of human characteristics attributed to a brand name that the consumer can relate to.

12 Data-Backed Reasons Customer Service Is Key to Business Growth

The term brand personality refers to a set of human characteristics that are attributed to a brand name. This is because brand personality results in increased brand equity and defines the brand's attitude in the marketplace. This is because a brand personality results in increased brand equity and defines the brand's attitude in the marketplace. REI, the outdoor recreation retail store, has a rugged brand personality and aims to inspire its audience (typically outdoorsy, adventurous people) to be strong and resilient
It is important for companies to accurately define their brand personalities so they resonate with the appropriate consumers. Don't confuse brand personality with imagery, which consists of a company's creative assets.
Brand personality is a framework that helps a company or organization shape the way people feel about its product, service, or mission.

Brand Personality

Brand piracy is a term that refers to products whose names or logos are similar to those of well-known entities.

The Economic Impacts of Counterfeiting and Piracy; 2016

Brand piracy occurs when a product features a name or logo similar to another well-known brand or product. Brand piracy is illegal because the practice infringes on trademark laws
Companies that commit brand piracy design their products to resemble the original products of other companies to mislead consumers and gain market share. There are three main categories of brand piracy: outright piracy, reverse engineering, and counterfeiting:
**Outright piracy**: Here, a product is exactly the same as the brand name and uses the same trademark. Brand piracy occurs when a product features a name or logo similar to another well-known brand or product. Brand piracy is most commonly seen in countries like China and India, where an emerging middle class with more disposable income has an appetite for brand names sold at a lower price.

Brand Piracy

The brand potential index (BPI) estimates the size of a potential market that a brand may be able to reach.

The brand potential index (BPI) is a measure of the correlation between a brand's development index (BDI) and its market development index (MDI) for a specific market or area. Say that a brand gets 5% of its sales in an area that is also home to 15% of the nation's population; then that area's brand development index is the product of 5 x 100 / 15 or 33.33%.
If the total number of customers in that area is 10,000 while the number of potential customers is 100,000, then the market development index will be the result of the ratio: 10,000 / 100,000 or 0.1.
The brand potential index would be the relationship between those two factors, or 0.33 / 0.1 = 3.3. The brand potential index (BPI) is a measure of the correlation between a brand's development index (BDI) and its market development index (MDI) for a specific market or area. To figure a brand potential index, the brand's market development index and the brand development index must be utilized. The BPI makes use of the brand development index and the market development index, each of which is used extensively in marketing.

Brand Potential Index (BPI)

Brand recognition is the extent to which the general public is able to identify a brand by its attributes.

The term brand recognition refers to the ability of consumers to identify a specific brand by its attributes over another one. Brand recognition is also referred to as aided brand recall, meaning the capacity of customers to remember a brand name off the top of their heads when told to consider a specific product category.
Small businesses and big corporations can do much to build and maintain their brand recognition. Brand recognition is often paired with brand recall, which is why it's also known as aided brand recall. In order for brand recognition to work, companies need to find a way to help consumers recall their brand. Brand awareness, which leads to brand recognition, is the extent to which people know that a brand exists.

Brand Recognition

A brand is an identifying symbol, mark, logo, name, word, or sentence companies use to distinguish their product from others. Learn why brands are important.

Defining What a Brand Is: Why Is It So Hard?

How to Develop a Unique (& Memorable) Brand Identity in 2021

What Is Branding and Why Is It Important for Your Business?

Reasons Why Trademarks Are Important to Your Business

The 8 types of branding (and how to use them)

Table of Contents
What Is a Brand?
Understanding Brands
Special Considerations
History of Brands
Types of Brands
Creating a Brand
Benefits of Brands
The Bottom Line
 Successful branding augments a company's customer base, which creates trust and credibility, leading to brand loyalty—all of which give a company a competitive edge in the market and a bigger bottom line. There are numerous types of brands, but the four most common ones include corporate brands, personal brands, product brands, and service brands. The term brand refers to a business and marketing concept that helps people identify a particular company, product, or individual. A good brand engenders trust in the consumer, and, after having a good experience with one product, the consumer is more likely to try another product related to the same brand.

Brand

Brand awareness is a marketing term that describes the degree of consumer recognition of a product or service by its name. Creating brand awareness is a key step in promoting a new product or reviving an older brand.

eMarketer Reduces US Time Spent Estimates for Facebook and Snapchat

Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name. Creating brand awareness is a key step in promoting a new product or reviving an older brand. A company marketing a new candy bar may distribute the product at a point-of-sale (POS) location to create brand awareness. For example, a new company that will be trading on the forex (FX) may advertise in a magazine that focuses on global trade and currencies in order to create brand awareness among investors. As of 2019, Internet users spent approximately 38 minutes per day on Facebook, 26 minutes on Snapchat, and 27 minutes on Instagram.
Not surprisingly, companies are now spending a great deal of energy promoting brand awareness on these platforms.

Brand Awareness

Brand equity refers to the value a company gains from a product with a recognizable and admired name when compared to a generic equivalent.

Enduring Brands Top 2015 Harris Poll EquiTrend List

2019 Annual Report, Fiscal Year Ended Sept. 1, 2019

U.S. News Best Luxury Vehicle Brands for 2020

The Harris Poll EquiTrends Brands of the Year, 2020

Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. If the brand's equity is positive, the company can increase the likelihood that customers might buy its new product by associating the new product with an existing, successful brand. Brand equity is an extension of brand recognition, but more so than recognition, brand equity is the added value in a particular name. For example, if consumers are willing to pay more for a generic product than for a branded one, the brand is said to have negative brand equity. Foremost, consumer perception, which includes both knowledge and experience with a brand and its products, builds brand equity.

Brand Equity

Business-to-business advertising includes any marketing efforts directed toward other businesses rather than to individual consumers.

Business-to-business advertising refers to any marketing efforts directed toward other businesses rather than to individual consumers. While business-to-consumer (B2C) advertising focuses on reaching a household's decision-maker, business-to-business advertising focuses on reaching the employees of a business responsible for making capital decisions, or the individual who is in charge of purchases. B2B advertising may involve the promotion of products such as day-to-day office supplies, specific parts used in another company's product, or services such as human resources consulting or logistics that are primarily designed for businesses.
Business-to-business advertising refers to any marketing efforts directed toward other businesses rather than to the end consumer. Business-to-business advertising, or B2B advertising, takes place between companies that are typically found in the middle of the supply chain for any product or service that does not reach the average consumer. Other business-to-business advertising targets include institutions, such as schools and hospitals, government and government agencies, and companies that utilize various products and materials in their operations, such as manufacturers.

Business-To-Business Advertising

A call to action (CTA) is a marketing term for the next step a marketer wants the audience or reader to take.

A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take. In digital marketing particularly, it is possible to run tests in near real-time, tweaking the CTA as data on click-through rates comes in.
A CTA can be the culmination of an advertisement or merely a step in the process. For example, a television ad for a charity organization may end with a CTA that directs people to call a 1-800 number or to visit a webpage, whereas a charity's monthly e-newsletter may just contain a “donate now” button in the body.
In that vein, there are both hard and soft calls to action, depending on where the customer is in the journey to buy a product. Each CTA action can be worded differently based both on the last CTA the prospect ignored and the feedback from all potential customers from AB tests. A call to action (CTA) is a marketing term that refers to the next step or the action that the marketer wants the consumer to take.

Call to Action (CTA)

Click and mortar is a type of business model that has both online and offline operations, which typically include a website and a physical store.

Online Shopping and Purchasing Preferences

Click and mortar is a type of business model that has both online and offline operations, which typically include a website and a physical store. **\[Important: Click and mortar is a so-called omnichannel business model that incorporates both physical and online stores.\]**
Around 60% of shoppers use the Internet at some stage of the shopping process to research, compare, or purchase.﻿﻿﻿ Recognizing the opportunity, major retailers have developed online channels to complement their physical store channels. Click and mortar is a type of business model that has both online and offline operations, which typically include a website and a physical store. Online only retailers can increase traffic by adding physical storefronts; storefronts can expand their customer base and geographic reach by adding an eCommerce store._ Click and mortar models are becoming increasingly popular as consumers seek to buy products online and off and to examine products offline before buying them online._

Click and Mortar

Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. 

Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. According to branding and marketing experts, there are four distinct co-branding strategies:
1.  Market penetration strategy: A conservative strategy that seeks to preserve the existing market share and brand names of two partnered or merged firms.
2.  Global brand strategy: Seeks to serve all customers with a single, existing global co-brand.
3.  Brand reinforcement strategy: Exemplified by the use of a new brand name.
4.  Brand extension strategy: The creation of a new co-branded name to be used only in a new market. Co-branding can see more than just name and brand associations; there may also be a sharing of technologies and expertise, capitalizing on unique advantages of each co-branding partner. There are four distinct strategies including market penetration, global brand, brand reinforcement, and brand extension strategy. Co-branding is a useful strategy for many businesses seeking to increase their customer bases, profitability, market share, customer loyalty, brand image, perceived value, and cost savings.

Co-Branding

Commercialization is the process by which a new product or service is introduced into the general market. 

Commercialization is the process of bringing new products or services to market. Commercialization requires a carefully-developed three-tiered product roll-out and marketing strategy, that encompasses the following major components:
The ideation phase
The business process stage
The stakeholder stage
Many people view the ideation stage as the mouth of a funnel. The broader act of commercialization entails production, distribution, marketing, sales, customer support, and other key functions critical to achieving the commercial success of the new product or service. The broader act of commercialization entails production, distribution, marketing, sales, customer support, and other key functions critical to achieving the commercial success of the new product or service. Commercialization requires a carefully-developed three-tiered product roll-out and marketing strategy, that includes the ideation phase, the business process, and the stakeholder stage.

Commercialization

Comparative advertising is a marketing strategy in which a company's product or service is presented as superior when compared to a competitor's. 

Comparative advertising is a marketing strategy in which a company's product or service is presented as superior when compared to a competitor's. Comparative advertising is a marketing strategy in which a company's product or service is presented as superior, specifically calling out a competitor's (inferior) product
PepsiCo's Pepsi Challenge ad campaign that directly compares the taste of the beverage to its competitor Coca-Cola is a good example of comparative marketing
Comparative advertising may compare products or services directly or indirectly and may take either a positive or negative tone, though negativity tends to be far more common. Comparative advertising is a marketing strategy in which a company's product or service is presented as superior when compared to a competitor's. This type of advertising is popular with companies releasing new products, as the focus of the ad will be on how the new product is better than products already on the market. Ad viewers will associate the fake product with a competitor's product but since there is no precise comparison or trademark used, it satisfies FTC rules.

Comparative Advertising

Competition-driven pricing is a method of pricing in which the seller bases its prices on those of the competition.

Competition-driven pricing is a method of pricing in which the seller makes a decision based on the prices of its competition. This type of pricing focuses on how that price will achieve the most profitable market share but does not necessarily mean it will be the same as the competition.
Competition-driven prices are often market-oriented and are set based on how others are pricing products and services in the marketplace. This type of pricing can also be known as competitive pricing or competition-oriented pricing. Competition-driven pricing is a method of pricing in which the seller makes a decision based on the prices of its competition. On the flip side, competitive-driven pricing can bring the risk of starting a price war, or a competitive exchange among rival companies that lower prices to undercut each other.

Competition-Driven Pricing

Competitive pricing is the process of selecting strategic price points to best take advantage of a product or service based market relative to competition.

Competitive pricing is the process of selecting strategic price points to best take advantage of a product or service based market relative to competition. A business may set the price below the market and potentially take a loss if the business believes that the customer will purchase additional products from their business once the customer is exposed to the other offerings. This type of pricing strategy is generally used once a price for a product or service has reached a level of equilibrium, which occurs when a product has been on the market for a long time and there are many substitutes for the product. Competitive pricing is used more by businesses selling similar products, since services can vary from business to business, while the attributes of a product remain similar. This pricing method is used more often by businesses selling similar products since services can vary from business to business, while the attributes of a product remain similar.

Competitive Pricing

Corporate cannibalism is the reduction in sales volume or market share of a product after a new product has been introduced by the same organization.

Corporate cannibalism is when a product sees a decrease in sales volume or market share due to the release of some new product that has been introduced by the same company. Corporate cannibalism is when a product sees a decrease in sales volume or market share due to the release of some new product that has been introduced by the same company. If a new product is released too soon, then it can hurt sales, because the new product will eclipse the one that is already on the market. Corporate cannibalization can occur when a new product is similar to an existing product and both share the same customer base, for instance when releasing a newer or upgraded version of a device. Corporate cannibalization refers to sales that are lost by a company due to its introduction of a new product that displaces one of its own older products.

Corporate Cannibalism

Cowboy marketing describes a situation in which a company is unaware that what looks like legitimately opted-in email campaigns is actually using mass spam emails to promote a stock.

Cowboy marketing is a slang term used to describe a situation in which a company is unaware that a marketer hired to produce legitimate opted-in email campaigns is actually using mass spam emails to promote the company's stock. Cowboy marketing is a slang term used to describe a situation in which a company is unaware that a marketer hired to produce legitimate opted-in email campaigns is actually using mass spam emails to promote the company's stock. Cowboy marketing is a slang term used to describe a situation in which a company is unaware that a marketer hired to produce legitimate opted-in email campaigns is actually using mass spam emails to promote the company's stock. Pump and dump schemes are illegal according to securities law and can be subject to significant fines
A pump and dump practice relies on communicating questionable information to spur an artificial demand for a stock. Usually, companies create opt-in campaigns for marketing a security; a cowboy marketer will spam anyone with an email address.

Cowboy Marketing

Cost per thousand or CPM is a marketing term used to denote the cost an advertiser pays per one thousand advertisement impressions on a web page.

Social media advertising cost-per-mille (CPM) worldwide from 2nd quarter 2018 to 4th quarter 2019

Cost per thousand (CPM), also called cost per mille, is a marketing term used to denote the price of 1,000 advertisement impressions on one web page. CPM is one of several methods used to price online ads; other methods include cost per click (CPC) and cost per acquisition (CPA).
Disadvantages of using CPM include incorrectly counting impressions due to duplicate views, ads that fail to load, and advertising fraud.
Cost per thousand (CPM) is the most common method for pricing web ads in digital marketing. In this case, the CTR matters less, since the exposure from having an ad prominently placed on a high-traffic website helps promote a company's brand name or message, even if visitors do not click on the ad. It is possible for the number of ad impressions to differ from the number of visitors to the website displaying the ad. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad.

Cost Per Thousand (CPM)

A cult brand refers to a product or service that has a loyal customer base that approaches fanaticism.

A cult brand refers to a product or service that has a relatively small but loyal customer base that verges on fanaticism. Companies that attempt to elevate a regular brand to cult status with the use of a marketing campaign may find it very difficult; cult brands tend to be more grassroots in nature and may take many years to elevate to cult brand status. A cult brand, unlike more traditional brands, has customers who feel a sense of self-ownership or vested interest in the brand's popularity and success. A cult brand is one that has a fanatic user base, who develops a personal interest in the success of the brand or product. For devout followers of a cult brand, their relationship with the brand is a mixture of both love and madness.

Cult Brand

Data mining is a process used by companies to turn raw data into useful information by using software to look for patterns in large batches of data.

Data mining is a process used by companies to turn raw data into useful information. For example, a company can use data mining software to create classes of information. To illustrate, imagine a restaurant wants to use data mining to determine when it should offer certain specials. After analyzing the data, stores can then use this data to offer customers coupons targeted to their buying habits and decide when to put items on sale or when to sell them at full price.
Data mining can be a cause for concern when a company uses only selected information, which is not representative of the overall sample group, to prove a certain hypothesis. This use of data mining has come under criticism lately s users are often unaware of the data mining happening with their personal information, especially when it is used to influence preferences. In other cases, data miners find clusters of information based on logical relationships or look at associations and sequential patterns to draw conclusions about trends in consumer behavior.
Warehousing is an important aspect of data mining.

Data Mining

Dialing and smiling is jargon for cold calling. It is a telemarketing technique in which unsolicited calls are made to prospective customers.

Dialing and smiling is a telemarketing technique in which unsolicited calls are made to prospective customers for a product or service. Telemarketing calls to cellphones have become common, but they are in fact a violation of Federal Communications Commission (FCC) rules which forbid automated calls to cellphones without the user's prior consent.﻿﻿ Telemarketers generally use automated calls, switching to a live caller only when the call is answered. The Securities and Exchange Commission (SEC) has rules in place restricting cold-calling by securities firms.﻿﻿ These rules, for example, limit the hours in which such calls can be made and forbid callers from making false statements. While the stiff fines imposed for violation of the DNC rules are a deterrent to legitimate businesses, they are less so for boiler room operators, which may be engaged in unlawful or illegal activities, to begin with.
Telemarketing calls to a cellphone are a violation of FCC rules. While such rules have had a chilling effect on the most controversial cold calling methods, the best practices for dialing and smiling may be applied to many types of sales and client prospecting efforts.

Dialing and Smiling

Digital marketing is the use of the internet, mobile devices, social media, search engines, display advertising, and other channels to reach consumers.

Digital marketing is the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers. Some marketing experts consider digital marketing to be an entirely new endeavor that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing. Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers. Digital marketing is on the rise and includes search result ads, email ads, and promoted tweets – anything that incorporates marketing with customer feedback or a two-way interaction between the company and customer. Digital marketing is a broad field, including attracting customers via email, content marketing, search platforms, social media, and more.

Digital Marketing  & Examples

Direct Mail is a form of advertising using the postal service to deliver targeted advertising materials. 

Direct mail is a strategy of sending advertising mail, such as pre-approved credit card applications or nonprofit fundraising letters, directly to potential consumers based on demographic information. Although direct mail can have a negative reputation for being perceived as junk mail, it remains a large income stream for postal services and is effective in marketing to older generations, such as Baby Boomers or Gen X.
Direct mail is a form of advertising relying on printed materials and the postal service to deliver advertising appeals directly to consumers.
Relying on various forms of demographic data such as location, income, age, and political affiliation, direct mail marketers take advantage of bulk mailing rates to lower costs of distributing unsolicited advertising materials directly to potential customers.
Many industries implement direct mail strategies to advertise their goods or services, ranging from consumer catalogs and coupon circulars to nonprofit solicitations and pre-approved credit card applications. Even with the ubiquity of direct mail and its compromised reputation with recipients, pre-approved credit card offers remain a popular strategy for the credit card industry to reach new customers. Direct mail is a strategy of sending advertising mail, such as pre-approved credit card applications or nonprofit fundraising letters, directly to potential consumers based on demographic information. Direct mail is an advertising strategy of sending mail, such as pre-approved credit card applications or nonprofit fundraising letters, directly to potential consumers based on demographic information.

Direct Mail

Direct marketing is a strategy that relies on distributing a sales pitch to individual consumers. Mail, email, and texting are among the delivery systems.

Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media. Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media. Direct marketing consists of any marketing that relies on direct communication or distribution to individual consumers, rather than through a third party such as mass media. Unlike traditional public relations campaigns pushed out through a third party such as media publications or mass media, direct marketing campaigns operate independently to directly communicate with target audiences. This variety of direct marketing is often called direct response marketing.

Direct Marketing

Direct to consumer advertising (DTC advertising) is marketing that is aimed toward consumers when access to a product may require an intermediary.

Direct to consumer advertising (DTC advertising) Direct to consumer advertising (DTC advertising) is marketing targeted directly towards a consumer in industries that may require a middleman seller. Some common types of DTC advertising include product claim ads, reminder ads, and help-seeking ads. Direct to consumer advertising (DTC advertising) Direct to consumer advertising use accelerated in the U.S. after 1997 when the FDA suggested to drug manufacturers that they could comply with the regulations that were in place, while also exempting certain types of ads from providing a full list of side effects, as long as such information was available elsewhere.

Direct to Consumer Advertising (DTC Advertising)

Drip marketing is a strategy employed by many direct marketers where a constant flow of marketing material is sent to customers over a period of time. 

Drip marketing is a strategy employed by many direct marketers where a constant flow of marketing material is sent to customers over a period of time. Drip marketing is a direct marketing strategy in which marketing material is sent to prospective customers steadily over a certain time period. Social media is increasingly being used in drip marketing campaigns, in which social media account updates and news feed items are updated on a regular basis around a content marketing effort. Drip marketing is a strategy employed by many direct marketers where a constant flow of marketing material is sent to customers over a period of time. Drip marketing may entail the use of a variety of mediums, such as email, direct mail, and social media, to deliver a steady stream of pre-written messages to prospective customers or buyers.

Drip Marketing

Drip pricing is a pricing technique where only part of an item's price is advertised, with the total amount revealed at the end of the buying process.

Drip pricing is a pricing technique where only part of an item's price is advertised, with the total amount revealed at the end of the buying process. Drip pricing may initially withhold mandatory fees, such as local hotel taxes, booking fees, or resort fees, or may not include add-ons that are required to use a product or service, such as internet access, certain facilities, or amenities. Airlines may show the price of having a seat on a plane but may exclude baggage fees, seat selection fees, taxes, and other costs that consumers associate with being part of the typical travel experience. Hotels may showroom pricing that does not include local taxes or resort fees, or may not include the cost of services such as access to the gym or pool, or spa. Drip pricing is a pricing technique where only part of an item's price is advertised, with the total amount revealed at the end of the buying process.

Drip Pricing

The European Credit Research Institute (ECRI) is a think tank devoted to European policy in retail finance and fintech. 

The European Credit Research Institute (ECRI) is a policy institute focused on research and advocacy in retail finance and financial technology in Europe. The European Credit Research Institute (ECRI) is an independent, non-profit policy research institute, established by a consortium of European financial institutions in 1999 to provide analysis of the European retail financial services landscape. The European Credit Research Institute (ECRI) is a policy institute in Europe that provides research, analysis, and advocacy on the retail finance and financial technology markets in Europe. ECRI publishes a host of newsletters, white papers, reports, policy briefs, and commentaries for both financial industry constituents and the general public regarding all aspects of retail financial services in Europe, including regulation, fintech, responsible lending practices, credit reporting, and consumer credit and protection. ECRI also hosts conferences, seminars, and workshops that provide forums for industry members, academics, consumer advocates, and government representatives to discuss and debate aspects of current and emerging European financial policy.

European Credit Research Institute (ECRI)

Elevator pitch is a slang term used to describe a brief speech that outlines an idea for a product, service, or project.

Elevator pitch is a slang term used to describe a brief speech that outlines an idea for a product, service, or project. While each entrepreneur's pitch is much longer than a standard elevator pitch, you can still use key elements that appear in most successful _Shark Tank_ presentations as a model to help you create an effective elevator pitch for your own business. Taking our cue from _Shark Tank_, you'll want to include the following elements in your elevator pitch:
A quick introduction of yourself and your company
A brief description of the problem your company's product or service solves
Why your solution is unique, has a competitive advantage, or is superior to other solutions
A glimpse into the earnings potential of your product or service
A persuasive call to action A twit pitch or Twitter pitch is even shorter than an elevator pitch. An elevator pitch gets its name from the notion that the speech should be short—no longer than the time period of an elevator ride—or about 30 to 60 seconds long.

Elevator Pitch

When a retailer chooses to display the products of a single designer, they are employing an exclusive assortment merchandising strategy. 

4 Types of Scarcity Marketing: Examples & Application

Difference Between Exclusive and Non-Exclusive Agreement

Table of Contents
What Is an Exclusive Assortment?
How Exclusive Assortments Work
Special Considerations Exclusive assortments provide numerous benefits for both the manufacturer/supplier and the retailer/vendor, including:
Exposure, especially to new designers and manufacturers
Renewed interest for vendors who may be struggling because of stiff competition
Increased sales
Exclusive arrangements may be considered anti-competitive and, therefore, illegal if the manufacturer doesn't allow the retailer to sell its competitors' products.
This type of assortment strategy can result in a retailer having both a narrow variety and a shallow assortment of products. The depth of assortment is limited because only one manufacturer's products for a particular line are carried, and the breadth or variety is potentially narrowed if the manufacturer does not make many different products.
Department store chains have partnered exclusively with specialty brands to create limited-edition shopping experiences, including the rollout of pop-up shops featuring a single or select group of brands. The term exclusive assortment refers to a merchandising strategy in which a retailer displays the product line of a single manufacturer. An exclusive assortment is a merchandising strategy in which a retailer displays the product line of a single manufacturer.

Exclusive Assortment

An expansion option is an embedded option in a contract that allows a company to expand its operations in the future at little to no cost.

An expansion option is an embedded option that allows the firm that purchased a real option (which is a right to undertake certain actions) to expand its operations in the future at little or no cost. An expansion option is an embedded option that allows the firm that purchased a real option (which is a right to undertake certain actions) to expand its operations in the future at little or no cost. In this case, the tenant might have better luck in negotiating an expansion option that states that the tenant has the right of first refusal on any space that opens up in the building when another tenant moves out. An expansion option enables management to defer or delay expansion until the time is right based on the company's business conditions. An expansion option gives a company's management the right (but not the obligation) to pursue business opportunities, such as expanding a company's offices or purchasing equipment for a price below market value.

Expansion Option

A first mover is a business that gains a competitive advantage by being the first to market with a product or service.

A first mover is a service or product that gains a competitive advantage by being the first to market with a product or service. A first mover is a service or product that gains a competitive advantage by being the first to market with a product or service. A first mover is a company that gains a competitive advantage by being the first to bring a new product or service to the market. If the market responds unfavorably, then later entrants could capitalize on the first mover's failure to produce a product that aligns with consumer interests; and the cost to create versus the cost to imitate is significantly disproportionate. By the time other retailers established an online bookstore presence, Amazon had achieved significant brand recognition and parlayed its first-mover advantage into marketing a range of additional, unrelated products.

First Mover

Flighting is an advertising scheduling strategy that alternates between running a normal schedule of advertising and a complete cessation of all runs.

Flighting is an advertising scheduling strategy that alternates between running a normal schedule of advertising and a complete cessation of all runs. Flighting is an advertising scheduling strategy that alternates between running a normal schedule of advertising and a complete cessation of all runs. Marketing companies and advertising agencies utilize internal and paid-for research to formulate the right advertising strategy, one that yields the best results while also expending no more resources than necessary. While flighting can be defined as a binary on/off scheduling of ad runs based on seasonality, pulsing involves continuous advertising that also features a number of intermittent, planned spikes in ad runs that are not based on seasonality. Flighting is an advertising scheduling strategy that can be turned on and off to save money and optimize for a product or service's most marketable time windows.

Flighting

Greenwashing is conveying a false impression that a company or its products are more environmentally sound than they really are.

Greenwashing is the process of conveying a false impression or providing misleading information about how a company's products are more environmentally sound. In short, companies that make _unsubstantiate_d _claims_ that their products are environmentally safe or provide some green benefit are involved in greenwashing. For example, companies involved in greenwashing behavior might make claims that their products are from recycled materials or have energy-saving benefits. A product's marketing claim should not overstate, directly or by implication, an environmental attribute or benefit.
If a product claims a benefit compared to the competition, the claim should be substantiated. The U.S. Federal Trade Commission (FTC) offers several illustrations of greenwashing on its website, which details its voluntary guidelines for deceptive green marketing claims.

Greenwashing

Guerrilla marketing is the use of novel or unexpected marketing and promotional techniques by a brand or business.

Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Guerrilla marketing is different than traditional marketing in that it often relies on personal interaction, has a smaller budget, and focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than through widespread media campaigns. Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Guerrilla marketing is a product of the shift to electronic media from traditional print, radio, and television marketing. Companies using guerrilla marketing rely on its in-your-face promotions to be spread through viral marketing, or word-of-mouth, thus reaching a broader audience for free.

Guerrilla Marketing

The halo effect is defined as a consumer's bias toward a maker's products because of a favorable experience with that company's other products.

Table of Contents
What Is the Halo Effect?
How the Halo Effect Works
History of the Halo Effect Of course, traditional ways of achieving the brand halo effect can be achieved through developing a curated social media presence to improve a brand's external image, reach, and visibility, as well as focusing on the product and user experience itself can all help a brand develop a halo effect. Pros
Halo effects create strong brand loyalty and consumer retention
Consumers are willing to pay more money for a brand they already know and trust
Subsequent new products by a brand will benefit from the brand's halo effect
Cons The halo effect, when achieved, can be one of the most powerful assets to a brand as it increases brand strength, brand loyalty, and increases brand equity. The halo effect increases brand loyalty, strengthens the brand image and reputation, and translates into high brand equity.

Halo Effect

Hard sell refers to an advertising or sales approach that features especially direct and insistent language.

Table of Contents
What Is a Hard Sell? Understanding a Hard Sell
Hard Sell Characteristics
Pros and Cons of a Hard Sell
Hard Sell vs. Soft Sell
Hard Sell Debate A hard sell technique used to sell a car, for example, might focus on the limited availability of the particular model, how other people are waiting to purchase the vehicle, and how prices might increase if the consumer walks off the lot. To better understand the hard sell, it is helpful to consider the soft sell, which features more subtle language, a consultative tone, and a non-aggressive technique. A hard sell stands in contrast to a soft sell that is gentle and low-pressure.

Hard Sell

A harvest strategy is a plan in which spending on a product or product line is reduced or terminated in order to reap maximum profits.

A harvest strategy is a marketing and business strategy that involves a reduction or a termination of investments in a product, product line, or line of business so that the entities involved can reap—or, harvest—the maximum profits. A harvest strategy is a marketing and business strategy that involves a reduction or a termination of investments in a product, product line, or line of business so that the entities involved can reap—or, harvest—the maximum profits. A harvest strategy may involve the gradual elimination of a product or product line when technological advances render the product or line obsolete. A harvest strategy is typically employed toward the end of a product's life cycle when it is determined that further investment will no longer boost product revenue. Therefore, employing a harvest strategy will allow companies to harvest the maximum benefits or profits before the item reaches its decline stage.

Marketing Essentials

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