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Adcept
An Adcept is a tool used in marketing & advertising development to test creative ideas or brand positionings. The term is an amalgamation of the words 'advertising' and 'concept', indicating its role as a halfway stage between a concept idea and an advertising execution. Traditionally, adcepts have been used to check early creative work, typically with advertising agency clients or in market research focus groups. An alternative to concept statements Traditionally, qualitative market research has used concept statements and mood boards to test ideas with target consumers. However, Richard Woods (Journal of Consumer Behaviour, Vol.3, 4 388-403) argues that concept boards are unfamiliar and lack emotional appeal. They also attempt to pull apart the rational and the emotional, which goes against how the human mind evaluates ideas. Because advertising is the popular language of brands, he claims, adcepts are easier for consumers to relate to, and to evaluate. Formats Adcepts can be ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Se ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Positioning (marketing)
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 and different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it. Positioning is one of the most powerful marketing concepts. Originally, positioning focused on the product and with Al Ries and Jack Trout grew to include building a product's reputation and ranking among competitor's products. Schaefer and Kuehlwein extend the concept beyond material and rational aspects to include 'meaning' carried by a brand's mission or myth. Primarily, positioning is about "the plac ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Amalgamation (names)
An amalgamated name is a name that is formed by combining several previously existing names. These may take the form of an acronym (where only one letter of each name is taken) or a blend (where a large part of each name is taken, such as the first syllable). Amalgamated names are most commonly used for amalgamated businesses, characters and places. Newly arising partnerships may also choose to name themselves by amalgamating their names. Examples * Grevan Spiridellis, screen name crediting both Greg and Evan Spiridellis *DHL, originally meaning Dalsey, Hillblom and Lynn * Grant Naylor, a production company founded by Rob Grant and Doug Naylor * ABC region, area in Greater São Paulo named after Santo André, São Bernardo do Campo, and São Caetano do Sul. This is also used for Aruba, Bonaire and Curaçao in ABC islands (Lesser Antilles) and for Admiralty Island, Baranof Island and Chichagof Island in ABC islands (Alaska). *ExxonMobil, a combination of the companies Exxo ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Concept
Concepts are defined as abstract ideas. They are understood to be the fundamental building blocks of the concept behind principles, thoughts and beliefs. They play an important role in all aspects of cognition. As such, concepts are studied by several disciplines, such as linguistics, psychology, and philosophy, and these disciplines are interested in the logical and psychological structure of concepts, and how they are put together to form thoughts and sentences. The study of concepts has served as an important flagship of an emerging interdisciplinary approach called cognitive science. In contemporary philosophy, there are at least three prevailing ways to understand what a concept is: * Concepts as mental representations, where concepts are entities that exist in the mind (mental objects) * Concepts as abilities, where concepts are abilities peculiar to cognitive agents (mental states) * Concepts as Fregean senses, where concepts are abstract objects, as opposed to mental ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Focus Groups
A focus group is a group interview involving a small number of demographically similar people or participants who have other common traits/experiences. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are used in market research to understand better people's reactions to products or services or participants' perceptions of shared experiences. The discussions can be guided or open. In market research, focus groups can explore a group's response to a new product or service. As a program evaluation tool, they can elicit lessons learned and recommendations for performance improvement. The idea is for the researcher to understand participants' reactions. If group members are representative of a larger population, those reactions may be expected to reflect the views of that larger population. Thus, focus groups constitute a research or evaluation method that researchers organize to collect qualitative data through interactive and directed discuss ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Mood Board
Mood may refer to: *Mood (psychology), a relatively long lasting emotional state Music * The Mood, a British pop band from 1981 to 1984 * Mood (band), hip hop artists * ''Mood'' (Jacquees album), 2016 * ''Moods'' (Barbara Mandrell album), 1978 * ''Moods'' (Mal Waldron album), 1978 * ''Moods'' (Neil Diamond album), 1972 * ''Moods'' (The Three Sounds album), 1960 * ''Moods'' (Monday Michiru album), 2003 * ''The Mood'' (EP), a 2013 EP by F.T. Island *"Mood", a song by Lil Uzi Vert, 2018 *"Mood", a song by Rita Ora featuring Khea from '' Bang'', 2021 * "Mood" (song), a song by 24kGoldn featuring Iann Dior, 2020 *''Mood'', an album by Nayt, 2020 Places *Mood (city), a city in Iran *Mood, Leh, a village in Ladakh, India *Mood District, a district in Iran *MOOD Designer Fabrics, a store in New York City frequented by contestants of ''Project Runway'' Other uses * ''Mood'' (TV series), 2022 British drama *Grammatical mood, one of a set of morphologically distinctive forms that are ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Biology And Consumer Behaviour
Consumer behaviour is the study of the motivations surrounding a purchase of a product or service. It has been linked to the field of psychology, sociology and economics in attempts to analyse when, why, where and how people purchase in the way that they do. However, little literature has considered the link between consumption behaviour and the basics of human biology. Segmentation by biological-driven demographics such as sex and age are already popular and pervasive in marketing. As more knowledge and research is known, targeting based on consumers' biology is of growing interest and use to marketers. As "human machines"Dawkins, R. (1989). The Selfish Gene (2 ed.), Oxford University Press. being made up of cells controlled by a brain to influence aspects of behaviour, there must be some influence of biology on consumer behaviour and how purchase decisions are made as well. The nature versus nurture debate is at the core of how much biology influences these buying decisions, b ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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