Marketing Terms

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Above The Fold

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[1] The portion of a newspaper's front page which is located above the mid-point (where the paper is folded). [2] When referencing a web site, this term refers to the portion of the web page which is visible without requiring the user to scroll. [usage] To improve ease of use, always place your website's navigation tools above the fold.

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Above the Line

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Advertising for which a payment is made and for which commission is paid to the advertising agency.

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Adaptation

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(a) tailoring a product or other aspects of the marketing mix to suit the different needs and demands of other markets, usually international; (b) changing production methods or product specifications in a B2B market in order to better meet an individual customer's requirements.

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Advertising

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a paid form of non-personal communication transmitted through a mass medium.

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Advertising media

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the means through which advertisements are delivered to the target audience. Media include broadcast media, print media, cinema, hoardings and electronic outdoor media.

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Advertorial

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An advertisement that has the appearance of a news article or editorial, in a print publication. [usage] MSH creates effective advertorials for our clients.

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Advocacy Advertising

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Advocacy advertising expresses a viewpoint on a given issue, often on behalf an institution. Examples are to be found in anti-Drink-Driving campaigns.

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Affinity Marketing

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Marketing targeted at individuals sharing common interests that predispose them towards a product, e.g. an auto accessories manufacturer targeting motoring magazine readers. Also, a campaign jointly sponsored by a number of disparate organisations that are non-competitive but have a particular interest in common.

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AIDA

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Attention, Interest, Desire, Action: a model describing the process that advertising or promotion is intended to initiate in the mind of a prospective customer.

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Ambush Marketing

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A deliberate attempt by an organisation to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship. For example by advertising during broadcasts of the event.

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Ansoff Matrix

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- Model relating marketing strategy to general strategic direction. It maps product-market strategies - e.g. market penetration, product development, market development and diversification - on a matrix showing new versus existing products along one axis and new versus existing markets along the other. - a framework for considering the relationship between general strategic direction and marketing strategies. The four-cell matrix looks at permutations of new/existing products and new/existing markets.

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Augmented product

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add-on extras that do not form an integral part of the product but which might be used, particularly by retailers, to increase the product's benefits or attractiveness. Includes guarantees, installation, after-sales service, etc.

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B2B

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1] Marketing efforts directed from one business to another. [2] usinesses doing business with other businesses. The term is most commonly used in connection with e-commerce and advertising, when you are targeting businesses as opposed to consumers. [usage] MSH Marketing Group specialize in B2B marketing communications.

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B2B goods

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goods that are sold to organisations for (a) incorporation into producing other products; or (b) supporting the production of other products directly or indirectly; or (c) resale.

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B2B marketing

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(also known as industrial marketing or organisational marketing) activities directed towards the marketing of goods and services by one organisation to another.