| Accreditation |
Means the formal recognition of a course by the State or Territory accrediting body
in line with the Standards for State and Territory Registering/Course Accrediting Bodies.
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AANA |
Australian Association of National Advertisers
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Above The Line (ATL) |
Brand promotion through media such as television, radio, print, cinema and internet advertising.
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Advertising executions |
Methods used to present an advertisement in a campaign, the medium used and the manner in which the advertisement is carried out.
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Advertorial |
Advertisement written in a journalistic or article format.
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AFA |
Advertising Federation of Australia
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Affinity marketing |
Strategic marketing to establish buying patterns, founded on promoting a positive relationship between marketer and consumer.
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ASIC |
Australian Securities and Investments Commission
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Audience profile |
Audience or consumer demographic, and other distinguishing characteristics.
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Below The Line (BTL) |
Short term, consumer driven advertising campaigns frequently utilising direct mail, sales promotions and public relations
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Brand attitude |
Consumer outlook on a brand.
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Brand awareness |
Consumer knowledge or recognition of a brand.
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Brand equity |
The value of a brand name in attributing to increase in sales or price of a product.
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Brand loyalty |
Customer preference of a product or service offered by a particular brand over another competing brand.
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Broadcast media |
Advertising and services delivered over television, radio and broadband services.
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CAMSA |
Council of Australian Marketing Services Association
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CMS |
Content Management System
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Comparative advertising |
Advertising that explicitly compares a brand or product to a direct competitor to demonstrate superiority.
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Concentrated marketing |
Targeting a specific market or consumer group when marketing a product or service.
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Concept |
An abstract or idea for a campaign.
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Consumer |
Individuals or households that use a product or service. Personal consumers- individuals purchasing for personal use. Organisational consumers- purchasing for the running of an organisation.
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Consumer imagery |
Ideas or opinions held by consumers about particular products, brands or services.
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Consumer involvement |
Importance and engagement adopted by consumers in relation to purchase decisions.
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Content analysis |
Analysing the content of communication, to reveal social values and concerns.
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Continuous innovation |
The process of continually improving and upgrading an existing product.
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Customer profiling |
Assembling and identifying key characteristics of customers and target groups.
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CRM |
Customer Relationship Management
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Dependent variable |
Value of a variable that changes as a direct result to changes in another variable (independent variable).
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Direct marketing |
Marketing that targets consumers directly, through various media (telephone, mail, email, print, television, radio) to ensure a direct response.
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Fast Moving Consumer Goods (FMCG) |
Low cost, frequently purchased products with a quick turnover.
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Frequency |
How often an advertisement is broadcast or displayed during a specified time period.
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Global advertising |
The use of the same campaign to market a band globally.
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Greenwashing |
Strategy adopted by companies to attract customers, by demonstrating embellished ecological responsibility.
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IP Australia |
Intellectual Property Australia
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Localised marketing. |
Marketing customised to target the needs and desires specific target audiences.
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Market mavens |
Individuals with expertise or knowledge in certain market areas, that allows for early discovery of new products or services.
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Market segmentation |
Dividing the market into various segments to allow for easier, specifically consumer tailored marketing.
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Marketing concept |
A philosophy recognising that satisfying consumer needs and desires is the best way to achieve corporate goals.
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Marketing myopia |
Focus displaced onto the product rather than the consumer and social needs and desires.
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Mass communication |
Communicating information to large audiences simultaneously, through media such as television, radio and magazines.
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Materialism |
Emphasis placed on possessions as integral to a person's identity.
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Media Strategy |
Planning behind the placement of advertisements to ensure maximum consumer reception.
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Medium |
Mode of communication through which a message is spread, i.e. television, newspaper advertisement, brochure.
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Message |
The intended information or idea to be communicated to an audience.
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MFA |
Media Federation of Australia
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Micromarketing |
Tailoring marketing strategies to market segments, to satisfy the needs of consumer groups.
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Model |
A basic depiction of a design or concept.
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MRQA Inc |
Market Research Quality Australia
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National brands |
Brands distributed and promoted among national markets rather than local markets.
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Non-profit marketing |
Marketing strategies adopted b not-for-profit organisations.
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Outsourcing |
The process of subcontracting elements of production, marketing or distribution to a third party.
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Perceived risk |
Degree of risk understood by the consumer in relation to purchase decisions and potential outcomes.
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Print media |
Printed forms of media, including newspapers, magazines, flyers, posters, etc.
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Pro Bono |
Work conducted free of charge, for public benefit
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Reach |
The quantity of people (individuals or groups) an advertisement or marketing campaign is seen by.
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Relationship marketing |
Marketing with the intention of building a solid relationship between customers and the company.
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Repositioning |
Process by which marketers alter consumer perception of brands or products within a market.
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Response |
The reaction to an advertisement or marketing campaign.
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Retention |
The effectiveness of a campaign, measured by how well information is remembered; ensuring customers remain loyal to a brand.
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Social marketing |
Marketing to ideas and methods designed to promote social well-being.
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Tachistoscope |
Device that briefly displays a picture, product or advertisement to measure brand and packaging recognition.
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Vertical Markets |
Markets incorporating businesses and customers, catering to specific market requirements.
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Visual communication |
Communication by visual stimuli, such as images and text, used to convey meaning and symbolism within marketing campaigns.
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