| A | B |
|---|
| added-value | What advertising adds to the value and reputation of the product, service, or company being advertised. |
| body copy | The main text of an ad. |
| competitive pricing | Basing prices on what competitors charge. |
| consumer-based pricing | Pricing based on what consumers are willing to pay. |
| cost-plus pricing | Price=Total cost of providing a product or service+a percentage to cover overhead expenses+a predetermined profit margin. |
| four Ps of marketing | The four basic marketing responsibilities: product, place, price, and promotion. |
| elasticity of demand | A measure of customer responsiveness to changes in price. |
| headline | The most prominent part of a print advertisement, in which a promise or benefit is often expressed. |
| integrated marketing communications | A markating model in which all marketing activities are coordinated. |
| logotype (logo) | A unique trademark, name, symbol, signature or device used to identify a company or other organization. |
| loss-leaders | Items sold at or below cost in order to attract customers to a business, where they may buy other items that are profitable. |
| market segmentation | The classification of customers into groups or segments based on a variety of factors e.g. age, income. |
| marketing mix | The variety of marketing activities that a business engages in. |
| posotioning | How a customer perceives the products or services offered by a particular advertiser in relation to similar ones offered by another. |
| public relations | A systematic effort by a business to create a positive impression as it communicates favorable information about itself to various internal and external publics. |
| publicity | The editorial mention in the media of an organization's people, products, or services. |
| revenue management | A hotel pricing system that is used to yield the maximum revenue possible. |
| sales promotion | Sales tools and techniques designed to generate an immediate response. |
| signature | The name of an advertiser as it appears on a print ad. |
| target marketing | Marketing that is designed to appeal to a specific consumer group. |
