the most important definitions

Brand awareness

the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. Brand awareness is the result of brand recognition.

Brand recognition

the extent to which a consumer can correctly identify a particular product or service just by viewing the product or service's logo, tag line, packaging or advertising campaign

Marketing mix

a combination of factors that can be controlled by a company to influence consumers to purchase its products.

Product placement

a practice in which companies gain exposure for their products by paying for them to be featured in films and television programmes.

choosing to spend the same amount on advertising as one's competitors

comparative-parity method

setting a high price for a new product, to make maximum revenue before competing products appear on the market

market skimmin