Adaptation: Used in the context of consumer information processing. It refers to the process that occurs when a sensation becomes so familiar that it no longer commands attention. Depending upon their frequency, consumers have been found to adapt differentially to the marketing stimuli. Adaptation is a problem that concerns many advertisers, which is why they try to change their advertising campaigns regularly because they feel that consumers will get used to their advertisements (print and TV) and, therefore, do not pay attention to them.
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May 9th, 2012 | Posted in Dictionary of Marketing | No Comments
Ad views (impressions): A term used in the context of Internet marketing. It refers to the number of times an ad banner is downloaded and presumably seen by the viewers.
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May 7th, 2012 | Posted in Dictionary of Marketing | No Comments
The revolution has started: Accelerated change and hyper-competition
We are experiencing accelerated change. Take accelerated brand creation. Once upon a time it took two generations to build a major brand; now it takes just a year or two if you get it right. Look at Amazon, Facebook and Hotmail. Once upon a time it took several generations to acquire 50 million users. Facebook did it in less than one (in fact Facebook acquired 100 million in one year). This simply could never have happened 10 years ago. Radio took almost 40 years to reach 50 million users, while TV took 13 years, the Internet four years, the iPod three years, Facebook one year and the iPhone less than a year to get 100 million users.
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May 7th, 2012 | Posted in Marketing | No Comments
Ad valorem duty: A duty (tariff) assessed as a percentage of the value of the item.
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May 5th, 2012 | Posted in Dictionary of Marketing | No Comments
The revolution has started: The customer service time bomb
Continual culling of employees and general cost cutting combined with sloppy marketing execution has put marketers on the cusp of a customer revolution. Many organizations’ efforts to continuously cut costs and cull employees have finally delivered a threshold of inefficiency, leaving in their wake an overburdened, over-anxious and, frankly, less caring staff. Customer surveys reveal that many customers are angry, irritated, impatient and ready to switch to another brand as soon as something better becomes available. In a word, they are dissatisfied. This is a real marketing problem, or opportunity, depending which way the CEO and CMO see it.
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May 4th, 2012 | Posted in Marketing | No Comments
Ad hoc network: Television networks consisting of affiliates that come together only for a special program such as a sporting or cultural event.
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May 3rd, 2012 | Posted in Dictionary of Marketing | No Comments
Hotel Marketing
The history of the hotel industry is filled with concepts that shaped the products and services offered.
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May 3rd, 2012 | Posted in Marketing | No Comments
