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Marketing Terms and Definitions

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A

Accordion Insert

Ad Copy

Advertising Allowance

Advertising Budget

Advertising Elasticity

Advertising Plan

Advertising Research

Ad Specialty

Advertorial

Affiliate

Affiliate Marketing

Affiliate Directory

Affiliate Network

Agency Commission

B

Banner Ad

Brand

Brand Identity

Brand Image

Brand Manager

Business-to-Business Advertising

C

Caption

Car Card

Card Rate

Channel Distribution

Circulation

Classified Advertising

Comparative Advertising

Competition-Oriented Pricing

Cooperative Advertising

Copyright

Corrective Advertising

Cost Efficiency

Cost Per Inquiry

Cost Per Rating Point (CPP)

Cost Per Thousand (CPM)

Counter Advertising

Creative Strategy

Creatives

D

DAGMAR

Day-After Recall Test

Deceptive Advertising

Demographics

Direct Mail

Direct Marketing

Direct Response

E

Earned Rate

Eighty-Twenty Rule

End-User

Equal Time

Exposure

Eye Tracking

F

FCC

Fixed-Sum-Per-Unit Method

Flat Rate

Flighting

Focus Group Interview

Four Ps

FTC

Full Position

Full-Service Agency

G

Galvanometer Test

Generic Brand

Gross Audience

Gross Impressions

Gross Rating Points (GRPs)

H

Hierarchy-Of-Effects Theory

Holding Power

Holdover Audience

Horizontal Discount

Horizontal Publications

House Agency

I

Image Advertising

In-Pack Premium

Industrial Advertising

Infomercial

Integrated Marketing Communication (IMC)

J

Jingle

Jumble Display

K

Keeper

Key Success Factors

L

Leave-Behind

Lifestyle Segmentation

List Broker

Loss Leader

Loyalty Index

M

Macromarketing

Marginal Analysis

Market Profile

Market Segmentation

Market Share

Marketing Firm

Marketing Mix

Marketing Research

Materiality

Media Strategy

Motivation Research

N

NAD

Narrowcasting

National Brand

Net Unduplicated Audience

Nominal Scale

Nonprofit Marketing

Norms

O

Objectives

Observation

On-pack (On-pack Premium)

P

Parity Products

Patronage Motives

Payment Threshold

Penetrated Market

Per Inquiry

Perceived Risk

Percent-of-Sales Method

Persuasion Process

Potential Market

Product Differentiation

Product Life Cycle

Product Positioning

Promotion

Promotional Mix

Psychological Segmentation

Psychographics

Publicity

Pupilometrics

Q

Qualitative Research

Quality Control

Quantitative Research

Questionnaire

R

Range

Rate Card

Reach

Reference Group

Referral Premium

S

Selling Orientation

Slogan

Strategic Market Planning

Subliminal Perception

T

Tag line

Target Audience

Target Market

Target Market Identification

U

Unique Selling Proposition

V

Values and Lifestyles (VALS) Research

Vehicle

Vertical Publications

Vision

W

Word of Mouth Advertising

Wear Out

Word Painting

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Brian Price, executive director of marketing

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