Glossary

The umbrella effect is quite an interesting phenomenon. In marketing, the English term umbrella effect is generally used. It describes the effect an umbrella brand (umbrella brand) has on the ...

The umbrella effect is quite an interesting phenomenon. In marketing, the English term umbrella effect is generally used. It describes the effect an umbrella brand (umbrella brand) has on the Read article →

PR (public relations) is managed communication through which a company, institution, or individual builds and maintains a good reputation and relationships with the people around them - including the media, ...

PR (public relations) is managed communication through which a company, institution, or individual builds and maintains a good reputation and relationships with the people around them - including the media, Read article →

PENCILS represents the basic tools of Public Relations (PR). (more…)

PENCILS represents the basic tools of Public Relations (PR). (more…)

As we all know, nothing lasts forever. The same applies to a commercial, an ad, or any other advertising message, which gradually loses its appeal over time. Something that initially ...

As we all know, nothing lasts forever. The same applies to a commercial, an ad, or any other advertising message, which gradually loses its appeal over time. Something that initially Read article →

Scent marketing, also known as aroma marketing, takes conventional marketing beyond the senses consumers usually use to perceive information, such as sight and hearing. Let's look at how scent marketing ...

Scent marketing, also known as aroma marketing, takes conventional marketing beyond the senses consumers usually use to perceive information, such as sight and hearing. Let's look at how scent marketing Read article →

The term comes from the English word umbrella. In marketing, an umbrella brand is a brand that sits above and covers other brands. It is usually a corporation with several ...

The term comes from the English word umbrella. In marketing, an umbrella brand is a brand that sits above and covers other brands. It is usually a corporation with several Read article →

You may be wondering why this even needs explaining when everyone today surely knows what MMS stands for. But do not be too sure. You may be surprised to learn ...

You may be wondering why this even needs explaining when everyone today surely knows what MMS stands for. But do not be too sure. You may be surprised to learn Read article →

SEM (Search Engine Marketing) is the practice of increasing a business's visibility when people search for information, products, or services online. Historically, the term covered both paid search advertising and ...

SEM (Search Engine Marketing) is the practice of increasing a business's visibility when people search for information, products, or services online. Historically, the term covered both paid search advertising and Read article →

Decay Effect describes the gradual decline of advertising impact after advertising activity is reduced or stopped. Advertising does not necessarily influence behavior only at the moment of exposure. Part of ...

Decay Effect describes the gradual decline of advertising impact after advertising activity is reduced or stopped. Advertising does not necessarily influence behavior only at the moment of exposure. Part of Read article →

Awareness describes how familiar a defined group of people is with a brand, product, service, advertisement, or another measured object. Marketing research usually tests whether people can recall the object ...

Awareness describes how familiar a defined group of people is with a brand, product, service, advertisement, or another measured object. Marketing research usually tests whether people can recall the object Read article →