Brand identity noun
How a company wants the consumer to see its product. The company may want
the customer to see the product as a luxury item or perhaps a cheaper
Brand image noun
How a company's product is perceived (seen) by the consumer.
Banner ad noun
An advertisment seen on the internet, often in the form of a rectangle
at the top of an internet page. It has a large headline and sometimes
moving or flashing colours and images.
They placed a banner ad at the top of each page.
About a newspaper or magazine - the average number of copies distributed.
For billboards and posters outdoors - the number of people who will potentially
The magazine has a weekly circulation of 50,000 copies.
Cost per inquiry (CPI) noun
The financial cost of getting one person to inquire (ask) about your product
or service. This term is used in direct response advertising.
The advertisment cost us $1000. As a result, we had 200 calls from
customers, so CPI was $5.
Direct mail noun
Marketing leaflets or letters sent directly to customers or potential
customers via the postal service.
We used direct mail to inform our customers about our new special offer.
We sent it by direct mail.
When a company adapts itself (changes the product, price, image, etc.)
because of changes in the market and in the industry.