| Marketing
–The craft of linking the producers of a product or service
with customers, both existing and potential. Marketing creates,
communicates, and delivers value to customers in ways that benefit
the organization and its stakeholders.
Marketing Campaign - A specific, defined
series of activities used in marketing a product or service. The
future estimated effects of a new marketing campaign must be included
in demand and resource planning.
Marketing plan – A strategic
plan that details the actions necessary to achieve specified marketing
objectives. It can be for a product, service, brand, or a product
line. Many marketing plans cover one year (referred to as an annual
marketing plan), but may cover up to 5 years.
Marketing research – The process
of systematically gathering, recording, analyzing, and interpreting
data pertaining to the company's market, customers, and competitors
with the goal of improving marketing decisions.
Market share – A company’s
sales, in terms of dollars or units, in relation to total industry
sales. It is typically expressed as a percentage and can be represented
as brand, line, or company.
Media advisory - A written document
sent to local media outlets about an upcoming press conference,
briefing, or other event. A media advisory usually includes the
basic details about the event and its schedule and location. The
goal of a media advisory is not to tell the complete story, but
instead to entice media to attend and learn more.
Media kit – A media kit, sometimes
called a press kit, is a set of promotional and informative materials
about an organization or event. It includes company information,
specifically a letter of introduction, press releases, news articles,
and a company profile.
Media interview - A recorded conversation,
usually conducted by a reporter, in which an individual provides
information and expertise on a certain subject for use in the reporter’s
article.
Media intranet/extranet – A company’s
privately maintained computer network that can be used only by authorized
personnel.
Media outlet – A publication
or broadcast program that provides news and feature stories to the
public through various distribution channels. Media outlets include
newspapers, magazines, radio, television, and the Internet.
Media plan – A plan designed to
target the proper demographics for an advertising campaign through
the use of specific media outlets.
Media planning & buying - The role
of an advertising agency in finding the most appropriate media products
for each client and negotiating/buying ‘space’ based
upon a predetermined budget.
Media policy - Organizational instructions
as to how company representatives will communicate with the media.
Media tour – A series of engagements
or a single event to promote a certain organization, product, or
service to members of the public press. Common resources for a media
tour include a press kit, presentation material, and a representative
(internal or external) to interact with the press.
Media training - Providing individuals
with guidelines, strategies, and skills to work efficiently and
effectively with media for public relations purposes. |
