Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.
Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. A period during which goods are sold for a reduced price may also be referred to as a "sale".
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors. It is different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their brand or they may try to create a suitable image through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it. To effectively position a brand and create a lasting brand memory, brands need to be able to connect to consumers in an authentic way, creating a brand persona usually helps build this sort of connection.
In marketing, market segmentation or customer segmentation is the process of dividing a consumer or business market into meaningful sub-groups of current or potential customers known as segments. Its purpose is to identify profitable and growing segments that a company can target with distinct marketing strategies.
An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well.
In marketing, the unique selling proposition (USP), also called the unique selling point, or the unique value proposition (UVP) in the business model canvas, is the marketing strategy of informing customers about how one's own brand or product is superior to its competitors.
David Mackenzie Ogilvy was a British advertising tycoon, founder of Ogilvy & Mather, and known as the "Father of Advertising." Trained at the Gallup research organisation, he attributed the success of his campaigns to meticulous research into consumer habits. His most famous campaigns include Rolls-Royce, Dove soap, and Hathaway shirts.
Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. Copywriting is aimed at selling products or services. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
In Confessions of an Advertising Man, David Ogilvy shares his lessons from advertising consumer brands worldwide in the fifties and sixties in an eleven-chapter playbook of more than two hundred rules that cover corporate and subject matter aspects, the latter focused on the copywriting and illustrations of advertising campaigns for printed media. Two editions were released, in 1963 and 1988.
Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests.
Decision Analyst is an American marketing research and consulting firm based in Arlington, Texas. The firm provides global research and analytical consulting services to major corporations, advertising agencies, and marketing consultancies in the Americas, Europe, Asia, the Middle East, and Africa. It is wholly owned by its employees and is headquartered in the Dallas-Fort Worth area of Texas.
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
The following outline is provided as an overview of and topical guide to marketing:
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. It has significantly transformed the way brands and businesses utilize technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
Scientific Advertising is a book written by Claude C. Hopkins in 1923 and is cited by many advertising and marketing personalities as a "must-read" book.
Lester Wunderman was an American advertising executive widely considered the creator of modern-day direct marketing. His innovations included the magazine subscription card, the toll-free 1-800 number, loyalty rewards programs, and many more. He identified, named, and defined the term "direct marketing" in a 1967 speech at MIT, and was inducted into the Advertising Hall of Fame in 1998.
Site retargeting is a display advertising technique used by marketers to display advertising to people who have previously visited their website. The marketer includes a pixel within their webpage which sets a cookie in the user's browser. That cookie allows the marketer to target the website visitor with advertising elsewhere on the internet using retargeting.
Rory Sutherland is a British advertising executive. He is the vice chairman of the Ogilvy & Mather group of companies. He writes a fortnightly column in The Spectator and has written several books, including Alchemy: The Power of Ideas That Don't Make Sense.
