Marketing & Advertising Basics
Communicating to promote a product, service, or brand
Advertising
The reputation and feeling people have about a company
Branding
Age, gender, income, and location
Demographics
Paid messages on TV, social media, or websites
Advertising
Over-the-top claims like “best ever!”
Puffery
Everything a company does to make a product appealing
Marketing
The logo, colors, and slogan of a brand
Brand Identity
Lifestyle, interests, and values
Buying habits and brand loyalty
One-on-one interaction with customers
Personal selling
Lying or tricking people in ads
Deceptive advertising
What you are selling, including design, features, and packaging
Product
When a brand feels honest and real
Authenticity
Buying habits and brand loyalty
Behavioral data
Coupons, discounts, and free samples
Sales promotion
Advertising cheap but selling expensive
Bait & switch
How much the customer pays and why
Price
The ability of people to recognize a logo or brand
Brand Recognition
The specific group an ad is meant for
Target audience
Press releases, sponsorships, and community events
Public relations (PR)
Small text that changes what an ad really means
Fine print
Where and how a product is sold
Place
How a company presents itself to customers
Brand Image
When ads follow you after you search online
Retargeting
Emails, texts, and personalized ads
Direct marketing
Government agency that enforces ad laws
FTC (Federal Trade Commission)