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1. OBJETIVE AND TASK METHOD: Way of allocating funds to advertising

base don the desired results, the ateps that must be taken to achieve those
results, and the projected costs of each.
2. COMPETITIVE PARITY METHOD: Advertising-expense budgeting method
based on what a brand's or firm's competitors are estimated to be spending.
This method assumes the other firms have the same marketing objectives
and know what they are doing.
3. THE PERCENTAGE OF SALES METHOD: Method of estimating cash
requirements by expressing revenues and expenses as percentages of
sales, and using these percentages to construct a pro forma income
4. ADAPTED MARKETING MIX: Is an international marketing strategy of
adjusting each of the elements of the marketing mix to suit each
international target market.
5. STANDARDIZED MIXTURE MARKETING: Is a standardized marketing
approach can be used that internationally. This type of marketing strategy
Conforms to work across different cultures and Countries to promote a
6. MARKETING MIX: Refers to the set of actions, or tactics, that a company
uses to promote its brand or product in the market. The 4Ps make up a
typical marketing mix - Price, Product, Promotion and Place. However,
nowadays, the marketing mix increasingly includes several other Ps like
Packaging, Positioning, People and even Politics as vital mix elements.

Product mix: They are all products offered for sale a company. The
structure of product mix has dimensions both in breadth and depth. Its width
is measured by the number of product lines it offers, its depth for the variety
of sizes, colors and models offered within each product line

8. Promotion mix: It is a fundamental part of marketing strategies for product

differentiation, positioning, market segmentation and brand management ,
among others, require an effective promotion to produce results .It is

therefore desirable that all persons involved in the various activities of

marketing know what the mix of promotion and what are its main tools , so
that way they are better able to adequately support the planning ,
implementation and control.
9. MICROENVIRONMENT: Factors or elements in an organization's immediate
area of operations that affect its performance and decision-making freedom.
These factors include competitors, customers, distribution channels,
suppliers, and the general public.
10. MICROMARKETING: A marketing strategy in which advertising efforts are
focused on a small group of highly targeted consumers. Micromarketing
requires a company to narrowly define a particular audience by a particular
characteristic, such as ZIP code or job title, and tailor campaigns for that
particular segment. It can be a more expensive technique due to
customization and lack of an economy of scale.

1. CASH COW: Well established brand, business unit, product, or service that
generates a large, regular, predictable, and positive cash flow. Cash cows
are often 'milked' for developing, promoting, or supporting new or struggling
2. DEPTH: Dimension downward, inward, or backward.
3. SALE PROMOTION: Is one of the five aspects of the promotional mix.
Media and non-media marketing communication are employed for a predetermined, limited time to increase consumer demand, stimulate market
demand or improve product availability.
4. JOINT OWNERSHIP: Right of ownership shared by two or more owners
Such That on the death of an owner passes on his or right to surviving
owner ( s ), the last survivor becoming the full owner.
5. VALUE PROPOSAL: A business or marketing statement that summarizes
why a consumer should buy a product or use a service. This statement
should convince a potential consumer that one particular product or service
will add more value or better solve a problem than other similar offerings.
6. PROOF OF CONCEPT: Is a demonstration, the purpose of which is to verify
that certain concepts or theories have the potential for real-world
application. is therefore a prototype that is designed to determine feasibility,
but does not represent deliverables.
7. COMPARATIVE ADVERTISING: It is one in which the advertiser compares
their products or services with one or more of its competitors , unequivocally
identified or identifiable , in order to highlight the benefits of their products or
services over those of the former.

Is the digital commercial communication to a

customer or potential customer of an advertiser. It is advertising that takes

place in interactive media: Internet, interactive television and mobile devices
, through interactive formats.
9. PERSUASIVE ADVERTISING: A type of product promotion that attempts to
influence a consumer in favor of a purchasing particular good or service. A
business might engage in informative or persuasive advertising to

encourage first time customers to try its product, in addition to reminding

customers to purchase a product they have previously bought.
10. REMINDER ADVERTISING: A marketing strategy typically consisting of
brief messages sent with the objective of reminding a target consumer
group about a product or service or of introducing a new theme into an
existing marketing program. Reminder advertising might be used by a
business that has already invested considerable resources in initially
promoting their product or service and still wishes to maintain its