Advertising

Advertising

A form of marketing that aims to persuade an audience to feel a certain way about products and services.

Industry: Marketing

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Advertising

implementation

Marketing; Advertising

The stage in the strategic market planning process in which an action program is designed to meet the strategic objective(s) using the available resources and given the existing constraints. The ...

A brand choice model that views the probability of choosing a particular brand on the current choice occasion as linearly related to the consumer's probability for choosing that brand on the previous ...

nonbusiness marketing organization

Marketing; Advertising

Nonbusiness entities are usually non-profit institutions that can and do borrow marketing methods and organization structures from business. There is growing acceptance of the concept that nonprofit ...

noncompensatory rules

Marketing; Advertising

In evaluating alternatives, noncompensatory rules suggest that positive and negative consequences of alternatives do not compensate for each other. The types of noncompensatory rules include the ...

Parfitt-Collins model

Marketing; Advertising

A model for predicting the market share of a new product, based on early panel data sales results. The model views market share as the product of three quantities: the brand's penetration level ...

Pass-Through Rights

Marketing; Advertising

Benefits that the property allows a sponsor to transfer to another company. For example, a retail sponsor of a marathon could negotiate pass-through rights to involve vendors in pre-approved ...

new product committee

Marketing; Advertising

Made up of high level executives, the committee sets new product policies, establishes priorities, reviews progress, eliminates logjams, decides whether to abandon or commercialize a new product, and ...