Accessibility is a general term used to describe the degree to which a product (e.g., device, service, environment) is accessible by as many people as possible. Accessibility can be viewed as the "ability to access" the functionality, and possible benefit, of some system or entity. Accessibility is often used to focus on people with disabilities and their right of access to entities, often through use of assistive technology. Several definitions of accessibility refer directly to access-based individual rights laws and regulations. Products or services designed to meet these regulations are often termed Easy Access or Accessible. Accessibility is not to be confused with usability which is used to describe the extent to which a product (e.g., device, service, environment) can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use. Accessibility is strongly related to universal design when the approach involves "direct access." This is about making things accessible to all people (whether they have a disability or not). However, products marketed as having benefited from a Universal Design process are often actually the same devices customized specifically for use by people with disabilitiesAn alternative is to provide "indirect access" by having the entity support the use of a person's assistive technology to achieve access (e.g., screen reader).

Telecommunications and IT access.
Another dimension of accessibility is the ability to access information and services by minimizing the barriers of distance and cost as well as the usability of the interface. In many countries this has led to initiatives, laws and regulations that aim toward providing universal access to the internet and to phone systems at reasonable cost to citizens.

Currently there are a few major movements to coordinate a set of guidelines for accessibility for the web. The first and most well known is The Web Accessibility Initiative (WAI), which is part of the World Wide Web Consortium (W3C). This organization developed the Web Content Accessibility Guidelines (WCAG) 1.0 which explains how to make Web content accessible to people with disabilities. Web "content" generally refers to the information in a Web page or Web application, including text, images, forms, sounds, and such. (More specific definitions are available in the WCAG documents.) The WCAG is separated into 3 levels of compliance, A, AA and AAA. Each level requires a stricter set of conformance guidelines, such as different versions of HTML (Transitional vs Strict) and other techniques that need to be incorporated into your code before accomplishing validation. Online tools such as the Watchfire WebXACT engine or the imergo Web Compliance Manager will allow users to submit their website and automatically run it through the WCAG guidelines and produce a report, stating whether or not they conform to each level of compliance. Adobe Dreamweaver also offers plugins which allow web developers to test these guidelines on their work from within the program. Another source of web accessibility guidance comes from the US government. Section 508 of the US Rehabilitation Act is a comprehensive set of rules designed to help web designers make their sites accessible. They have also developed a website where you can take online training course for free to learn about these rules. 508 Universe In general, for a website to comply with accessibility standards, they should at least have the following:

• (X)HTML Validation from the W3C for the pages content
• CSS Validation from the W3C for the pages layout
• At least WAI-AA (preferably AAA) compliance with the WAI's WCAG
• Compliance with all guidelines from Section 508 of the US Rehabilitation Act
• Access keys built into the HTML
• Semantic Web Markup
• A high contrast version of the site for individuals with low vision
• Alternative media for any multimedia used on the site (video, flash, audio, etc)

Another good idea is for websites to include a web accessibility statement on the site. This page details the accessible status of the page, lists access keys and can display which validations have been achieved for the site as well as include their pledge for accessibility. Example of a accessibility statement.

An evocative but slightly misleading title, Art Buying refers to the act of securing still imagery for commercial use. In a nutshell, the Art Buyer helps advertising agencies and design firms find the right photographer or illustrator for their print concept and manage the process of producing that image .

A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Silverlight, Java, Shockwave or Flash, often employing animation or sound to maximize presence.

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone. The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands. Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility.

A brochure or pamphlet is a leaflet advertisement. Brochures may advertise locations, events, hotels, products, services, etc. They are usually succinct in language and eye-catching in design. Direct mail and trade shows are common ways to distribute brochures to introduce a product or service. In hotels and other places that tourists frequent, brochure racks or stands may suggest visits to amusement parks and other points of interest. The two most common brochure styles are single sheet and booklet forms. The most common types of single-sheet brochures are the bi-fold (a single sheet printed on both sides and folded into halves) and the tri-fold (the same, but folded into thirds). A bi-fold brochure results in four panels (two panels on each side), while a tri-fold results in six panels (three panels on each side). Other folder arrangements are possible: the accordion or "Z-fold" method, the "C-fold" method, etc. Larger sheets, such as those with detailed maps or expansive photo spreads, are folded into four, five, or six panels. Booklet brochures are made of multiple sheets most often saddle stitched (stapled on the creased edge) or "perfect bound" like a paperback book, and result in eight panels or more. Brochures are often printed using four color process on thick gloss paper to give an initial impression of quality. Businesses may turn out small quantities of brochures on a computer printer or on a digital printer, but offset printing turns out higher quantities for less cost. Compared with a flyer or a handbill, a brochure usually uses higher-quality paper, more color, and is folded.

The main text of any marketing communications vehicle.

A book trailer is a video advertisement for a book which employs techniques similar to those of movie trailers. They are circulated on television and online in most common digital video formats.

A case study is one of several ways of doing research whether it be social science related or even commercially related. Other ways include experiments, surveys, multiple histories, and analysis of archival information. Rather than using samples and following a rigid protocol to examine limited number of variables, case study methods involve an in-depth, longitudinal examination of a single instance or event: a case. They provide a systematic way of looking at events, collecting data, analyzing information, and reporting the results. As a result the researcher may gain a sharpened understanding of why the instance happened as it did, and what might become important to look at more extensively in future research. Case studies lend themselves to both generating and testing hypotheses. Another suggestion is that case study should be defined as a research strategy, an empirical inquiry that investigates a phenomenon within its real-life context. Case study research means single and multiple case studies, can include quantitative evidence, relies on multiple sources of evidence and benefits from the prior development of theoretical propositions. Case studies should not be confused with qualitative research and they can be based on any mix of quantitative and qualitative evidence. Single-subject research provides the statistical framework for making inferences from quantitative case-study data. This is also supported and well-formulated in (Lamnek, 2005): "The case study is a research approach, situated between concrete data taking techniques and methodologic paradigms."

A content management system (CMS) is a computer application used to create, edit, manage, and publish content in a consistently organized fashion.[1] CMSs are frequently used for storing, controlling, versioning, and publishing industry-specific documentation such as news articles, operators' manuals, technical manuals, sales guides, and marketing brochures. The content managed may include computer files, image media, audio files, video files, electronic documents, and Web content.

A CMS may support the following features:

• identification of all key users and their content management roles;
• the ability to assign roles and responsibilities to different content categories or types;
• definition of workflow tasks for collaborative creation, often coupled with event messaging so that content managers are alerted to changes in content (For example, a content creator submits a story, which is published only after the copy editor revises it and the editor-in-chief approves it.);
• the ability to track and manage multiple versions of a single instance of content;
• the ability to publish the content to a repository to support access to the content (Increasingly, the repository is an inherent part of the system, and incorporates enterprise search and retrieval.);
• separation of content's semantic layer from its layout (For example, the CMS may automatically set the color, fonts, or emphasis of text.).

A web content management system is a CMS designed to simplify the publication of Web content to Web sites, in particular allowing content creators to submit content without requiring technical knowledge of HTML or the uploading of files.

In broadcasting, a commercial bumper, ident bumper or break bumper (often shortened to bump) is a brief announcement, usually two to 15 seconds, placed between a pause in the program and its commercial break (and also the other way around). The host, the program announcer, or a continuity announcer states the title (if any) of the presentation, the name of the program, and the broadcast or cable network, though not necessarily in that order. Bumper music, often a recurring signature or theme music segment, is nearly always featured. Bumpers can vary from simple text to short films.

US usage
Most network television shows in the U.S. no longer use commercial bumpers, but they are a common feature of radio. In radio, they are often used during sports broadcasts to ease the transition from play by play to commercial break, and to return to live action, many times using very obscure musical selections of the board operator's choosing. In the late 1970s and early 1980s, in accordance with then-current FCC regulations that required distinction between programs and commercials, most children's programming bumpers would include the phrase "We'll be [right] back after these messages," except for the bump before the final commercial break, which would usually say, "And now, these messages." They (or variations of these) are still used on network Saturday morning children's programming, as well as on major network shows (as opposed to those that air on Fox and The CW) that air Sunday nights at 7:00 PM/6:00 PM Central time that are not news or information programs.[citation needed]

UK usage
In the United Kingdom, a break-bumper is a brief appearance of a logo before, after or in-between commercial breaks. The logo is almost always that of the television channel being watched and/or of the program title. Since the introduction of program sponsorship in the UK it has become common practice for channels to use brief sponsor's promotions in place of bumpers.

Break-bumpers can either be animated or static, and rarely appear for more than two seconds. They are sometimes branded to advertise a special programme or event that will be broadcast on that channel. Examples of this are sports matches, the BRIT Awards and Big Brother.

Commercial letters are the core of business communication. Alone or matched to a brochure they present descriptive and persuasive texts providing information and inviting to a contact. It is one of the most common means used by small, medium and big companies.

Art books sponsoring, children publications, history books focused on the company’s city of origin, monographs on products and materials history, and much more. A company publication, starting from a topic linked to the company’s business, turns into a promotional instrument.

Compositing is the combining of visual elements from separate sources into single images, often to create the illusion that all those elements are parts of the same scene. Live-action shooting for compositing is variously called "blue screen," "green screen," "chroma key," and other names. Today, most though not all compositing is achieved through digital image manipulation. Pre-digital compositing techniques, however, go back as far as the trick films of Georges Méliès in the late 19th century; and some are still in use.

Cascading Style Sheets (CSS) is a stylesheet language used to describe the presentation of a document written in a markup language. Its most common application is to style web pages written in HTML and XHTML, but the language can be applied to any kind of XML document, including SVG and XUL. CSS can be used locally by the readers of web pages to define colors, fonts, layout, and other aspects of document presentation. It is designed primarily to enable the separation of document content (written in HTML or a similar markup language) from document presentation (written in CSS). This separation can improve content accessibility, provide more flexibility and control in the specification of presentation characteristics, and reduce complexity and repetition in the structural content (such as by allowing for tableless web design). CSS can also allow the same markup page to be presented in different styles for different rendering methods, such as on-screen, in print, by voice (when read out by a speech-based browser or screen reader) and on Braille-based, tactile devices. CSS specifies a priority scheme to determine which style rules apply if more than one rule matches against a particular element. In this so-called cascade, priorities or weights are calculated and assigned to rules, so that the results are predictable. The CSS specifications are maintained by the World Wide Web Consortium (W3C). Internet media type (MIME type) text/css is registered for use with CSS by RFC 2318 (March 1998).

Customer relationship management (CRM) is a term applied to processes implemented by a company to handle its contact with its customers. CRM software is used to support these processes, storing information on current and prospective customers. Information in the system can be accessed and entered by employees in different departments, such as sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. Details on any customer contacts can also be stored in the system. The rationale behind this approach is to improve services provided directly to customers and to use the information in the system for targeted marketing and sales purposes.

Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium. If the advertisement asks the prospect to take a specific action, for instance call a free phone number or visit a website, then the effort is considered to be direct response advertising.

Direct response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly. This is in contrast to direct marketing in which the marketer contacts the potential customer directly. In direct marketing (such as telemarketing), there is no intermediary broadcast media involved. In direct response marketing, marketers use broadcast media to get customers to contact them directly. It is direct response marketing because the communications from the customer to the marketer are direct, this differentiates it from simple direct marketing in which the communications from the marketer to the customer are direct, but do not allow for instant feedback. Like direct marketing, direct response seeks to elicit action. It is inherently accountable since results can be tracked and measured. Furthermore, direct response campaigns perform best if the underlying strategies and tactics are highly competitive.

Distribution (or place) is one of the four elements of marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user. The other three parts of the marketing mix are product, pricing, and promotion.

Electronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks.

E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:

• sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business
• sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately
• adding advertisements to e-mails sent by other companies to their customers, and sending e-mails over the Internet, as e-mail did and does exist outside the Internet

Enterperience is a neologism from Japan, formed of "entertainment" and "experience". Mainly used in modern marketing, it describes community environments, virtual or not, where the two elements merge into each other creating a new element much stronger than the original.

An enterprise profile describes the complex universe related to an enterprise. What it sells, which services it offers, in which market segment it operates, which are its main clients, its turnover, which technologies it uses, and how the men working for it operate. A well written profile may underline the enterprise uniqueness by differentiating it from its competitors.

A Flash animation or Flash cartoon is an animated film which is created using Adobe Flash animation software and often distributed in the .swf file format.

A flyer is a single page leaflet advertising a nightclub, event, service, or other activity. Flyers are typically used by individuals or businesses to promote their products or services. They are a form of mass marketing or small scale, community communication.

By "food" is meant that branch of photography devoted to the production of oenology and gastronomy images.

Guerrilla marketing is an unconventional system of promotions, running on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. Typically, guerrilla marketing is unexpected and unconventional, where consumers are targeted where they would not be expecting, which can make the idea that's being marketed memorable, generate buzz, and even spread virally. The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.

A headline (sometimes termed a news hed) is text at the top of a newspaper article, indicating the nature of the article below it.

A web hosting service is a type of Internet hosting service that allows individuals and organizations to provide their own website accessible via the World Wide Web.

A house organ is magazine or periodical published by a company in order to promote that company's products. This usage derives from the use of 'organ' as referring to a periodical for a special interest group. House organs come in two types, internal and external. An internal house organ is meant for consumption by the employees of the company as a channel of communication for the management. An external house organ is meant for consumption by the customers of the company, and may be either a free regular newsletter, or an actual commercial product in its own right.

A dedicated hosting service, dedicated server, or managed hosting service where the client leases an entire server not shared with anyone.

HTML, an initialism of HyperText Markup Language, is the predominant markup language for Web pages. It provides a means to describe the structure of text-based information in a document — by denoting certain text as links, headings, paragraphs, lists, and so on — and to supplement that text with interactive forms, embedded images, and other objects. HTML is written in the form of tags, surrounded by angle brackets. HTML can also describe, to some degree, the appearance and semantics of a document, and can include embedded scripting language code (such as JavaScript) which can affect the behavior of Web browsers and other HTML processors. Files and URLs containing HTML often have a .html or .htm filename extension.

By Landscape Virtual is meant an interactive 360° environment representation liable to be explored through a simple mouse movement or through a command bar.

Lead user is a term developed by Eric von Hippel in 1986. His definition for lead user is:

• Lead users face needs that will be general in a marketplace – but face them months or years before the bulk of that marketplace encounters them
• Lead users are positioned to benefit significantly by obtaining a solution to those needs.

In other words: Lead users are users of a product that currently experience needs still unknown to the public and who also benefit greatly if they obtain a solution to these needs.

A brochure or pamphlet is a leaflet advertisement. Brochures may advertise locations, events, hotels, products, services, etc. They are usually succinct in language and eye-catching in design. Direct mail and trade shows are common ways to distribute brochures to introduce a product or service. In hotels and other places that tourists frequent, brochure racks or stands may suggest visits to amusement parks and other points of interest. The two most common brochure styles are single sheet and booklet forms.

Legal advertising is marketing by law firms and attorneys.

Legal marketing internationally
In England legal marketing can be traced back to 1986 when the Law Society first permitted lawyers to advertise.
From the 1990’s other continental European jurisdictions progressively opened way for advertising: the Spanish abogado, the French avocat and the German Rechtsanwalt are among those able to freely use instruments of communication.
In Italy, the Bersani Decree of July 2nd, which converted into law in January 2007 gives lawyers the right to advertise.
People often confuse legal marketing with legal advertising. Advertising is only one of many tools a professional services organisation can utilise in its marketing strategy.

The verb license or grant license means to give permission. The noun license (licence in British spelling) is the document demonstrating that permission. License may be granted by a party ("licensor") to another party ("licensee") as an element of an agreement between those parties. A shorthand definition of a license is "a promise (by the licensor) not to sue (the licensee)."

Marketing buzz is a term used in word-of-mouth marketing. Buzz is a form of hype among consumers, a vague but positive association, excitement, or anticipation about a product or service. Positive "buzz" is often a goal of viral marketing, public relations, and of advertising on Web 2.0 media.

The Marketing mix is generally accepted as the use and specification of 'the four Ps' describing the strategic position of a product in the marketplace.One version of the origins of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version continued in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see wide popularity. The four Ps concept is explained in most marketing textbooks and classes. Definition A Marketing mix is the division of groups to make a particular product, by pricing, product, branding, place, and quality. Although some marketers[who?] have added other Ps, such as personnel and packaging, PURE, PROFIT, PREMIUM, PRODUCT the fundamentals of marketing typically identifies the four Ps of the marketing mix as referring to:

• Product -A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the Tourism industry & hotel industry. Typical examples of a mass produced tangible object is the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.
• Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
• Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
• Promotion – Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from television and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $131 to $130.99 would be considered a tactical change, potentially related to a promotional offer.

The term "Marketing Mix" however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always needs to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.

A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.
Basic theory:

• Target Audience
• Proposition/Key Element
• Implementation

Sectorial tactics and actions
A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. For example: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service." A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. A marketing strategy often integrates an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy, which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Types of strategies
Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:

• Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategies:
  • Leader
  • Challenger
  • Follower
• Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage.
  • Product differentiation
  • Market segmentation
• Innovation strategies - This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types:
  • Pioneers
  • Close followers
  • Late followers
• Growth strategies - In this scheme we ask the question, "How should the firm grow?". There are a number of different ways of answering that question, but the most common gives four answers:
  • Horizontal integration
  • Vertical integration
  • Diversification
  • ntensification

A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. Market segmentation is the process of classifying a market into distinct subsets (segments) that behave in similar ways or have similar needs. The segmentation process in itself consists of segment identification, segment characterization, segment evaluation and target segment selection. If each segment is fairly homogeneous in its needs and attitudes, it is likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feelings and ideas about a marketing mix comprising a given product or service, sold at a given price, and distributed and promoted in a certain way. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private sector. Generally segmentation is conducted using demographic, geographic, attitudinal or behavioral data. Small segments are often termed niche markets or specialty markets. However, all segments fall into either consumer or industrial markets. Although industrial market segmentation is quite different from consumer market segmentation, both have similar objectives. All of these methods of segmentation are merely proxies for true segments, which don't always fit into convenient demographic boundaries. The process of segmentation is distinct from targeting (choosing which segments to address) and positioning (designing an appropriate marketing mix for each segment). The overall intent is to identify groups of similar customers and potential customers; to prioritize the groups to address; to understand their behaviour; and to respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment. Revenues are thus improved. Improved segmentation can lead to significantly improved marketing effectiveness. Distinct segments can have different industry structures and thus have higher or lower attractiveness (Porter). With the right segmentation, the right lists can be purchased, advertising results can be improved and customer satisfaction can be increased.

Mystery shopping or Mystery Consumer is a tool used by market research companies to measure quality of retail service or gather specific information about products and services. Mystery shoppers posing as normal customers perform specific tasks—such as purchasing a product, asking questions, registering complaints or behaving in a certain way – and then provide detailed reports or feedback about their experiences.

Naming is that marketing branch devoted to assigning a particular word or phrase to a particular object, se vice, property or enterprise. This can be quite deliberate or a natural process that occurs in the flow of life as some phenomenon comes to the attention of the users of a language. Many new words or phrases come into existence during translation as attempts are made to express concepts from one language in another. Many of these names have meanings that can also be very helpful during this process.

Multi-level marketing (MLM), also known as Network Marketing, is a business-distribution model that allows a parent company to market its products directly to consumers by means of relationship referrals and direct selling. Independent, unsalaried salespeople of multi-level marketing, referred to as distributors (or associates, independent business owners, dealers, franchise owners, sales consultants, consultants, independent agents, etc.), represent the parent company and are awarded a commission based upon the volume of product sold through each of their independent businesses (organizations). Independent distributors develop their organizations by either building an active customer base, who buy direct from the parent company, or by recruiting a downline of independent distributors who also build a customer base, thereby expanding the overall organization. Additionally, distributors can also earn a profit by retailing products they purchased from the parent company at wholesale price. Distributors earn a commission based on the sales efforts of their organization, which includes their independent sale efforts as well as the leveraged sales efforts of their downline. This arrangement is similar to franchise arrangements where royalties are paid from the sales of individual franchise operations to the franchisor as well as to an area or region manager. Commissions are paid to multi-level marketing distributors according to the company’s compensation plan. There can be multiple levels of people receiving royalties from one person's sales.

Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it. Marketing analysts will use neuromarketing to better measure a consumer's preference, as the verbal response given to the question, "Do you like this product?" may not always be the true answer due to cognitive bias. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain's response. Neuromarketing will tell the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.

A newsletter is a regularly distributed publication generally about one main topic that is of interest to its subscribers. Newspapers and leaflets are types of newsletters.[1] Additionally, newsletters delivered electronically via email (e-Newsletters) have gained rapid acceptance for the same reasons email in general is gaining popularity over printed correspondence. Many newsletters are published by clubs, churches, societies, associations, and businesses, especially companies, to provide information of interest to their members, customers or employees. Some newsletters are created as money-making ventures and sold directly to subscribers. Sending newsletters to customers and prospects is a common marketing strategy, which can have benefits and drawbacks. General attributes of newsletters include news and upcoming events of the related organization, as well as contact information for general inquiries.

By "non-conventional marketing" it is meant an array of promotional strategies exploiting innovative communication methods. Products are offered to the public in an alternative way in order to counterbalance the addiction to traditional marketing. Non-conventional marketing becomes entertainement or information capturing the public attention fully. Conventional propaganda establishes its effectiveness according to the amount of users reached but it doesn’t consider the social quality of its messages. To involve the consumers socially, the marketing needs to grasp people languages and develop new promotional messages through contemporary society expression habits.

Short verbal part closing an ad, often without verb. It is held in time as the continuity part of the different campains.

Permission marketing is a term used in marketing in general and e-marketing specifically. Marketers will ask permission before advancing to the next step in the purchasing process. For example, they ask permission to send advertisements to prospective customers. It is used by some Internet marketers, email marketers, and telephone marketers. It requires that people first "opt-in", rather than allowing people to "opt-out" only after the advertisements have been sent. Marketers feel that this is a more efficient use of their resources because advertisements are only sent to people that are actually interested in the product. This is one technique used by marketers that have a personal marketing orientation. They feel that marketing should be done on a one-to-one basis rather than using broad aggregated concepts like market segment or target market. In the United Kingdom, opt-in is required for email marketing, under The Privacy and Electronic Communications (EC Directive) Regulations 2003. This came into force on the 11 December 2003. Permission based marketing is believed to have been developed by Seth Godin, a well-established international marketing guru at the turn of the century. A key element of "permission" based marketing is that you are in essence, purchasing someone's time and getting their "attention" which has become increasingly valuable in what may be termed the 90-Second Economy.

Photo or Image editing encompasses the processes of altering images, whether they be digital photographs, traditional analog photographs, or illustrations. Traditional analog image editing is known as photo retouching, using tools such as an airbrush to modify photographs, or editing illustrations with any traditional art medium. Graphic software programs, which can be broadly grouped into vector graphics editors, raster graphics editors, and 3d modelers, are the primary tools with which a user may manipulate, enhance, and transform images. Many image editing programs are also used to render or create computer art from scratch.

An excerpt cut from a newspaper or magazine.

A news release, media release, press release or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press-release distribution services are also used to distribute news releases. The use of news releases is common in the field of public relations, the aim of which is to attract favorable media attention to the PR firm's client, and publicity, the aim of which is to attract favorable media attention for products marketed by the clients. A news release provides reporters with the basics they need to develop a news story. News releases can announce a range of items: scheduled events, personnel promotions, awards, news products and services, sales accomplishments, etc. They can also be used in generating a feature story. Sometimes news releases are sent for the purpose of announcing news conferences, upcoming events or change in corporation. A media release is like a short newspaper article. You send it to media outlets to gain their interest in the hopes that they will then publish a story about you. An effective media release tells a story that will interest a number of people. Media releases need to be about the story that includes relevant information for the story to work. The release isn't the place to list all the benefits of the business. The person reading your media release will be looking for stories that will interest their readers, viewers and listeners. A press release is different from a news article. A news article is a compilation of facts developed by journalists published in the news media, whereas a press release is designed to be sent to journalists in order to encourage them to develop articles on the subject. A press release is generally biased towards the objectives of the author. A press release is a brief news article highlighting an important event, program, or piece of information by an organization that succinctly describes the who, what, where, when, why and how of the story. A press statement is information supplied to reporters. This is an official statement or account of a news story that is specially prepared and issued to newspapers and other news media for them to make known to the public.

Product files are documents illustrating in detail the product or service main features.

Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so. Distribution may be via a traditional localized broadcast, or more commonly is specifically targeted to devices known to be in a particular area. The location of a device may be determined by:

• A cellular phone being in a particular cell
• A Bluetooth or WiFi device being within range of a transmitter
• An Internet enabled device with GPS enabling it to request localized content from Internet servers

Communications may be further targeted to specific groups within a given location, for example content in tourist hot spots may only be distributed to devices registered outside the local area. Communications may be both time and place specific, e.g. content at a conference venue may depend on the event in progress. Uses of proximity marketing include distribution of media at concerts, information (weblinks on local facilities), gaming and social applications, and advertising.

Publishing advertising is a payed ad, formated as a journalist article, composed of images and text. The topic of a publishing advertising is coherent to the environment where it it is inserted.

A radio commercial (in the USA also called a spot by people in the business) is a form of advertising via the medium of radio. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage, the "visual" portion being supplied by the listener's unbounded imagination. A commercial read on the air by the station's personnel (disk jockey, announcer, host, etc.) is known as a "live read" or "straight read." In contrast, a commercial may be "produced," by either the radio station or an independent company (such as the ad agency or a radio production company). The wide range of produced commercial formats include: straight read with sound effects and/or music, dialog ("double" or "triple," etc.), monolog (where the voice talent portrays a character, as opposed to an announcer), and jingle. When an advertising agency is involved, all but straight-read commercials are usually written and produced by the agency, and the station simply airs them. These commercials, i.e. these texts, are called scripts.

Customer relationship management (CRM) is a term applied to processes implemented by a company to handle its contact with its customers. CRM software is used to support these processes, storing information on current and prospective customers. Information in the system can be accessed and entered by employees in different departments, such as sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. Details on any customer contacts can also be stored in the system. The rationale behind this approach is to improve services provided directly to customers and to use the information in the system for targeted marketing. While the term is generally used to refer to a software-based approach to handling customer relationships, most CRM software vendors stress that a successful CRM strategy requires a holistic approach. CRM initiatives often fail because implementation was limited to software installation without providing the appropriate motivations for employees to learn, provide input, and take full advantage of the information systems. Customer centricity refers to the orientation of a company to the needs and behaviours of its customers, rather than internal drivers (such as the quest for short term profit). The term Consultative selling was first coined by New York Times best selling author, Linda Richardson. Consultative Selling emphasizes customer needs and meeting those needs with solutions combining products and/or services. A consultative salesperson typically provides detailed instruction or advice on which solution best meets these needs. During the prospecting phase of selling, where a customer's needs and wants are examined, the salesperson pays close attention to economical and high-quality solutions for the customer, ideally making sure the prospect receives more value from the product or service they have purchased than they have paid to ensure a positive return on investment (ROI). Today Consultative Selling is almost a household word. It is an approach to selling in which customer needs are used as the basis for the sales dialogue. When the word Consultative was applied to sales in the 1970s, it was revolutionary. It marked a major transition from the salesperson as the purveyor of information and the customer as the recipient to a much more collaborative interaction — one in which the customer’s needs, not the product — was the focal point of the sale. By the early 80’s, the term Consultative Selling began to be misunderstood as a long, arduous sales process that focused on needs at the expense of closing business. In fact, effective Consultative Selling, because needs are clear and recommendations, therefore, are more likely to be on target, actually accelerates the sales cycle. The transition from product-focused selling to need-focused selling was the direct result of market changes.[citation needed] Increased competition and customers’ greater access to information and sophistication began the shift of power in a sales call from salesperson to buyer. There are three primary differentiators that mark a so-called Consultative Salesperson:

• They ask more questions.
• They provide customized vs. generic solutions.
• Their calls are more interactive.

Consultative Selling is all about the dialogue between the salesperson and the customer. The word dialogue comes from the Greek and means "to learn." In Consultative Selling, the salesperson learns about customer needs before talking product. Product knowledge is transformed into a tailored solution when the solution is delivered and positioned based on the customer’s needs and language. Needs are identified through a combination of preparation and effective probing.

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Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion. Other sources, including the New York Times, define SEM as the practice of buying paid search listings.

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. The acronym "SEO" can also refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize. Another class of techniques, known as black hat SEO or Spamdexing, use methods such as link farms and keyword stuffing that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.

Shopper marketing is "understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders, defined as brands, consumers, retailers and shoppers." Shopper marketing is therefore not limited to in-store marketing activities, a common and highly inaccurate assumption that impairs the spread of the industry definition described. Unilever defines a shopper insight, an insight upon which shopper marketing is based - as a "focus on the process that takes place between that first thought the consumer has about purchasing an item, all the way through the selection of that item." Shopper marketing assumes that consumers and shoppers are not always - or even often - the same. For instance, a shopper for pet food products is highly unlikely to be the consumer. In shopper marketing, manufacturers target portions of their marketing investment at specific retailers or retail environments. Such targeting is dependent on congruency of objectives, targets and strategies between the manufacturer and a given retailer or a given type of retail environment. A significant factor in the rise of shopper marketing is the availability of high quality data from which insights may be gleaned to help shape strategic plans. According to recent industry studies, manufacturer investment in shopper marketing is growing more than 21% annually.

Special initiatives are forms of communication that through innovation and creatività catchthe attention of a more and more inattentive public.

Sportmarketing may be defined as an instrument of the marketing mix liable of bringing about new values to the brand through a communication activity characterized by sport as a media.

In public relations, spin is providing an interpretation of an event or campaign to persuade public opinion in favor or against a certain organization or public figure. While traditional public relations may also rely on creative presentation of the facts, "spin" often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused by their opponents of claiming to be honest and seek the truth while using spin tactics to manipulate public opinion. Because of the frequent association between "spin" and press conferences (especially government press conferences), the room in which these take place is sometimes described as a spin room. A group of people who develop spin may be referred to as "spin doctors" who engage in "spin doctoring" for the person or group that hired them.

A still life (plural still lifes) is a work of art depicting mostly inanimate subject matter, typically commonplace objects which may be either natural (food, flowers, plants, rocks, or shells) or man-made (drinking glasses, books, vases, jewelry, coins, pipes, and so on) in an artificial setting. With origins in ancient times and most popular in Western art since the 17th century, still life paintings give the artist more leeway in the arrangement of design elements within a composition than do paintings of other types of subjects such as landscape or portraiture. Still life paintings, particularly before 1700, often contained religious and allegorical symbolism relating to the objects depicted. Some modern still life breaks the two-dimensional barrier and employs three-dimensional mixed media, and uses found objects, photography, computer graphics, as well as video and sound.

A television advertisement or television commercial (often just commercial (US) or advert or ad (UK) or ad-film (India)) is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. The effect of television advertisements upon the viewing public has been so successful and so pervasive that it is considered impossible for a politician to wage a successful election campaign, in the United States, without use of television advertising. In certain countries, France or Japan for example, political advertisement is forbidden on television. Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. The text framework of these advertisements is called script.

Today we are living in a desire economy; most people have everything they need. So the only way marketers are going so sell their wares is by making their customers desire them. Since effective marketing is driven by social insights, we have to know how people think and behave and we need to be able to track those changes and develop approaches that meet these desires. As well as this shift from "needs" to "desires" marketers must also accept that like-minded people may work together and play together but they no longer necessarily live next door to each other. A new approach is needed if we are to identify and then communicate meaningfully with these new tribes. Broad demographic segmentations have never met the aspirations of marketers we just know more about how inadequate they are now. In reality just how predictive is age, where we work, how much we earn and where we live compared with whether we think of ourselves as a 16-year-old street-fighter or a 50-year-old risk-averse investor? Life-stage and life-event segmentation makes sense. In summary, traditional segmentation categories - age, income, occupation, gender and household should be replaced with individuals, lifestyles, identities and experiences.

Usability is a term used to denote the ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal. Usability can also refer to the methods of measuring usability and the study of the principles behind an object's perceived efficiency or elegance. In human-computer interaction and computer science, usability usually refers to the elegance and clarity with which the interaction with a computer program or a web site is designed. The term is also used often in the context of products like consumer electronics, or in the areas of communication, and knowledge transfer objects (such as a cookbook, a document or online help). It can also refer to the efficient design of mechanical objects such as a door handle or a hammer.

Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable. It is claimed that a customer tells an average of three people about a product or service they like, and eleven people about a product or service which they did not like. Viral marketing is based on this natural human behavior. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along. The term "viral marketing" is also sometimes used pejoratively to refer to stealth marketing campaigns — the use of varied kinds of astroturfing both online and offline to create the impression of spontaneous word of mouth enthusiasm.

By Virtual Object is meant an interactive 360° environment or object representation liable to be explored through a simple mouse movement or through a command bar.

Web Copywriting is copy applied to web. It spans from a website editorial planning to the selection and writing of its contents.

Internet marketing, also referred to as web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet.

A white paper is an authoritative report or guide that often addresses problems and how to solve them. White papers are used to educate readers and help people make decisions. They are used in politics and business. They can also be a government report outlining policy.

The World Wide Web Consortium (W3C) is the main international standards organization for the World Wide Web (abbreviated WWW or W3). It is arranged as a consortium where member organizations maintain full-time staff for the purpose of working together in the development of standards for the World Wide Web. As of February 2008, the W3C had 434 members. W3C also engages in education and outreach, develops software and serves as an open forum for discussion about the Web. It was founded and is headed by Sir Tim Berners-Lee.

The Extensible Hypertext Markup Language, or XHTML, is a markup language that has the same depth of expression as HTML, but also conforms to XML syntax.

The Extensible Markup Language (XML) is a general-purpose specification for creating custom markup languages. It is classified as an extensible language, because it allows the user to define the mark-up elements. XML's purpose is to aid information systems in sharing structured data, especially via the Internet, to encode documents, and to serialize data; in the last context, it compares with text-based serialization languages such as JSON and YAML. XML began as a simplified subset of the Standard Generalized Markup Language (SGML), meant to be readable by people via semantic constraints; application languages can be implemented in XML. These include XHTML, RSS, MathML, GraphML, Scalable Vector Graphics, MusicXML, and others. Moreover, XML is sometimes used as the specification language for such application languages. XML is recommended by the World Wide Web Consortium (W3C). It is a fee-free open standard. The recommendation specifies lexical grammar and parsing requirements.