By Michael John Baker

ISBN-10: 0333393325

ISBN-13: 9780333393321

ISBN-10: 1349080357

ISBN-13: 9781349080359

What's ACORN, the "Boston Box", psychographics? each alternate and occupation has its personal specific language and jargon and advertising and marketing and ads aren't any exception to this rule. certainly many could declare that advertising and ads are liable for a wide percentage of the recent phrases and idioms brought into the language of commercial lately. during this moment version, many phrases which ensue in every-day language are defined. prolonged causes and diagrams are supplied for all of the easy principles and ideas that are the principles of contemporary advertising and marketing perform, including definitions of phrases in much less universal utilization.

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Extra resources for Macmillan Dictionary of Marketing and Advertising

Example text

Eventually got her £100 - and many advertising copywriters got cold feet, though dubious claims would remain all too common for another 70 years or so, until the ADVERTISING STANDARDS AUTHORITY was set up. (Kc) carry-over effects. Literally, those effects which are a carry-over from a prior period of analysis into a current or future period of analysis and therefore not directly attributable to present or future marketing actions. This effect is particularly noticeable in the case of advertising where there is often a significant lag between the publication of an advertisement and consumer reaction to it, with the result that expenditure may be incurred within one accounting period with no apparent return on that expenditure.

Among the major barriers to entry may be noted: (a) ECONOMIES OF SCALE; (b) product differentiation; (c) capital requirement; (d) switching costs; (e) access to distribution channels; (f) cost disadvantages independent of scale; (g) government policy. (MJB) 26 barter barter. The most basic form of transaction, in which the parties exchange goods and/or services with one another without recourse to a common unit of account or medium of exchange such as money. Although generally associated with primitive economies lacking a medium of exchange, barter deals still continue between economies where currencies are not freely convertible in the world's money markets.

Backward channels. A description applied to the linkage of establishments engaged in the accumulation and sorting of waste products destined for recycling. g. scrap metal aluminium containers etc. Other waste products are disposed of by the responsible local authority which makes use of resaleable or reusable material to reduce costs. (AJB) backward integration. Adding to the num- ber of processes in which a firm is involved by bringing more industrial activities further back in the chain under the same control.

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Macmillan Dictionary of Marketing and Advertising by Michael John Baker


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