Cac thuat ngu marketing

Above the line (ATL) is an advertising technique using mass media to promote brands. Major
above-the-line techniques include TV and radio advertising, print advertising and internet banner
ads. This type of communication is conventional in nature and is considered impersonal to
customers. It differs from BTL (Below the line), that believes in unconventional brand-building
strategies, such as direct mail. The ATL strategy makes use of current traditional media: television,
newspapers, magazines, radio, outdoor, and internet.
The term comes from accountancy and is to do with the way in which Procter & Gamble, one of
the world’s biggest clients, were charged for their media in the 1950s and 1960s. Advertising
agencies made so much commission from booking media for clients that the creative generation
and actual production costs of making TV ads was free - hence above the line. Everything else
they paid for and was therefore below the line.
Since then, models have changed. Clients are no longer charged for their media in that way so the
term has changed.
Loosely, above the line still means mass media. However the media landscape has shifted so
dramatically that advertisers have reconsidered the definitions of mass media.
For example, the proliferation of TV channels means that there is a far smaller likelihood that
millions of people will be watching the same commercial at the same time than that a similar
number will walk past the same communication in Wal-Mart.
Obviously the Internet is the one remaining mass communication channel. But when people
engage with internet advertising it is usually because they are responding to highly targeted
content-driven websites. But can these really be called mass media? Just because it’s on the
internet doesn’t mean the whole world will look at it.
Increasingly, the skills learnt in below the line advertising such as specific targeting and
specification of communication are being used in mass media, particularly the internet. But really,
the terms above and below the line are becoming less and less relevant when we talk about
advertising. Largely above the line is used as a qualitative statement rather than a strategic one.
Agencies still often define themselves as above the line. These tend to be the ones that think that
they still have a monopoly over brands and ideas but more and more they are finding that this is
not the case.
BTL Below the line (advertising)
In organisational business and marketing communications, Below the line (BTL) is an advertising

technique. It uses less conventional methods than the usual specific channels of advertising to
promote products, services, etc. than Above the line (ATL) strategies. These may include
activities such as direct mail, public relations and sales promotions for which a fee is agreed upon
and charged up front.
Above the line is a type of advertising through media such as TV, cinema, radio, print, banners
and search engines. Below the line advertising typically focuses on direct means of
communication, most commonly direct mail and e-mail, often using highly targeted lists of names
to maximize response rates.
More recently, agencies and clients have switched to an 'Integrated Communication Approach.'
BTL is a common technique used for "touch and feel" products (consumer items where the
customer will rely on immediate information rather than previously researched items). BTL
techniques ensures recall of the brand while at the same time highlighting the features of the
product.


Through the line (TTL) refers to an advertising strategy involving both above and below the line
communications in which one form of advertising points the target to another form of advertising
thereby crossing the 'line'. An example would be a TV commercial that says 'come into the store to
sample XYZ product'. In this example, the TV commercial is a form of 'above the line' advertising
and once in the store, the target customer is presented with 'below the line' promotional material
such as store banners, competition entry forms etc.
BTL = Below the line
ALT = Above the line
•Above-the-line là những phương tiện truyền thơng mà các đại lý quảng cáo nhận hoa hồng từ từ
những cơ quan truyền thông về không gian và thời gian được bán cho khách hàng.
•Belowe-the-line là những phương tiện truyền thông mà các đại lý quảng cáo không được nhận
hoa hồng.
ABOVE-THE-LINE
1. Print (báo, tạp chí)
2. Boardcast (TV, radio)

3. Position or display (quảng cáo ngồi trời hoặc phương tiện truyền thơng).
4. Rạp chiếu phim
BELOW-THE-LINE
1. Tài liệu bán hàng (sales literature): Là những tài lịêu in ấn chứa thông tin về sản phẩm.
2. Các loại hình của tư liệu bán hàng:
- To rơi (leaflet).
- Folder.
- Pamphlet (cuốn sách nhỏ chứa tư liệu hướng dẪN sử dụng…)
- Booklet
- Brochure
- Catalog (mô tả chi tiết về nhiều mẫu mã hàng hoá và giá cả)
3. Vật liệu trưng bày (point of sale display material).
POS được sử dụng để thu hút khách mua hàng trong siêu thị với mục đích nhắc nhỡ và kích thích
hành vi mua hàng.
* Các loại hình POS:
- Poster
- Dispenser (dụng cụ phân phối xà bông nước, ly nhựa…)
- Illuminated display (dụng cụ trưng bày chiếu sáng)
- Mobiles (các vật treo trên trần nhà từng dãy)
- Dummy (người nộm)
- Display stand (vật liệu trưng bày tiêu chuẩn )
- Showcard (là mảnh giấy cứng như namecard trên đó có in thơng điệp bán hàng)
- Display outler (sắp xếp sản phẩm thành một cách trưng bày).
- Above the line: quảng cáo đại chúng
- Below the line: các phương pháp quảng cáo trực tiếp (direct marketing?)
Thường, một phương án chiến lược triển khái theo công thức 4P:
1. Produit (product): Nhấn mạnh về cấu trúc sản phẩm, các đạng sản phẩm (cũ, mới), các thức
bao bì, đóng gói...
2. Prix: Các phương thức định giá sản phẩm
3. Place (distribution): Phân phối, cách thức chọn kênh phân phối, các trung gian phân phối.

4. Promotion: Khuyến mãi, khuyến trương, doanh nghiệp chọn các phương tiện truyền thơng để
đua hình ảnh sản phẩm của doanh nghiệp đến người tiêu dùng.


6 yếu tố quan trọng trong direct marketing – DOCMOC (SG tiếp thị gợi ý đọc là “độc mộc” !)
Database : cơ sở dữ liệu khách hàng
Offer: chào hàng
Creative: sáng tạo
Media: phương tiện giao tiếp
Organizing: tổ chức thực hiện
Customer Service: dịch vụ khách hàng
direct marketing (thực ra một số từ chỉ là từ tiếng Anh thôi, không nên gọi là thuật ngữ)
Direct Response Advertising: quảng cáo có phúc đáp (những quảng cáo yêu cầu người nhận
thông tin làm một việc gì đó - cắt phiếu trả lời chẳng hạn)
Direct mail : gửi thư trực tiếp
Mail order: đặt hàng qua thư
Door-to-door marketing: tiếp thị tận nhà
Tele-marketing: tiếp thị từ xa (“từ xa” nhưng là liên lạc trực tiếp với khách hàng, bằng điện thoại
chẳng hạn, để làm tất cả các công việc liên quan của marketing chứ không chỉ là chào hàng hay
giới thiệu sản phẩm)
Technical terms: thuật ngữ
share of value: thị phần tính theo $$$
share of volume: thị phần tính theo lít, kg etc.
market size: độ lớn của thị trường
Spot: một mẩu QC trên tv, thông thường là 30Sec
TVC: TV commercial, thuật ngữ nói về quảng cáo trên TV
Print Ad: Qc trên báo
Insert: một trang QC trên báo
Inside back cover: trang qc báo, nằm phía trong tờ bìa
Outside back cover: trang qc tờ bìa

ROP: run of page: trang qc báo bình thường, nằm bên trong
Strip: giống foot note trong winword, nằm ở phía dưới tờ báo
SOV: share of voice: dùng để đl lường coi brands nào có nhiểu spots được air trong những lúc
giải lao ở các kênh truyền hình
1. Outside Front Cover: Trang bìa đầu tiên, ở ngồi (bìa 1)
2. Inside Front Cover : Trang bìa thứ hai, ở trong (bìa 2)
3. Inside Back Cover: Trang bìa thứ ba, ở trong (bìa 3)
4. Outside Back Cover: Trang bìa thứ tư, ở ngồi (bìa 4)
Above the line
“Above the Line” is the term commonly used for advertising for which a payment is made and for
which commission is paid to the advertising agency. Methods of above the line advertising include
television and radio, magazines, newspapers and Internet.
Ad hoc market research
Ad-hoc research focuses on specific marketing problems. It involves the collection of data at one
point in time from one sample of respondents
Added value
Added value refers to the increase in worth of a product or service as a result of a particular


activity. In the context of marketing, the added value is provided by features and benefits over and
above those representing the “core product”.
Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods and
services through mass media such as newspapers, magazines, television or radio by an identified
sponsor.
Advertising budget
The total amount of money that a marketer allocates for advertising over a period of time
After-sales service
The services received after the original goods or services have been paid for. Often this service is
provided as part of a warranty or guarantee scheme.

Agent
Part of the distribution channel. An agent is effectively a wholesaler who represents buyers and
sellers on a relatively permanent basis, performs only a few functions and does not take title to
goods
Ambush marketing
A deliberate attempt by a business or brand to associate itself with an event (often a sporting
event) in order to gain some of the benefits associated with being an official sponsor without
incurring the costs of sponsorship. For example by advertising during television coverage of the
event.
Ansoff matrix
A model used in strategic marketing planning. The Ansoff Product/Market matrix model links
marketing strategy with the general strategic direction of a business. It maps four potential
product-market strategies - e.g. market penetration, product development, market development
and diversification - on a matrix showing new versus existing products along one axis and new
versus existing markets along the other.
Available market
The total group of customers who have an interest in a interest in a product or service, have
access to it, and have the ability to buy it
Awareness
Advertising or other promotional activity (e.g. public relations) whose primary purpose is to
increases general knowledge of the company, and to make people feel more positive towards it
Below the line
“Below the line” is a term commonly used to refer to non-media advertising or promotion when no
commission has been paid to the advertising agency. This includes direct mail, point of sale
displays, and other sales promotions.


Benefit segmentation
Benefit segmentation relates to the process of dividing a market based on the specific benefits
consumers seek from a product. For example, some car buyers want safety and security from

their car, while others look for comfort or speed. A car manufacturer, therefore, has to decide
which benefits to offer – and how these benefits should be communicated to the customer
Boston Group Matrix
A means of analysing and categorizing the performance of business units in large diversified firms
by reference to market share and growth rates. It was developed by the Boston Consultancy
Group (BCG)
Brand
A brand is the specific type of the product form. A brand – represented by a brand name, symbol,
design, logo, packaging – is the identity of a particular product form that customers recognise as
being different from others.
Brand building
Developing a brand's image and standing with a view to creating long term benefits for brand
awareness and brand value
Brand equity
Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand
has high brand loyalty, name awareness, perceived quality and strong product associations. Brand
equity also includes other “intangible” assets such as patents, trademarks and channel
relationships.
Brand extension
Brand extension refers to the use of a successful brand name to launch a new or modified product
in a new market. Virgin is perhaps the best example of how brand extension can be applied into
quite diverse and distinct markets.
Brand image
Brand image refers to the set of beliefs that customers hold about a particular brand. These are
important to develop well since a negative brand image can be very difficult to shake off.
Brand loyalty
A strongly motivated and long standing decision to purchase a particular product or service
Brand recognition
A customer's awareness that a brand exists and is an alternative to purchase
Breakeven

Breakeven is achieved when total contribution is equal to total fixed costs. Addition contribution
earned after this point becomes profit


Break-even pricing
Setting a price to achieve break-even on the costs of making and marketing a product (direct
costs). Breakeven is achieved when the total contribution from sales priced in this way at least
equal the fixed costs of the business
Build share
A strategy based on the Boston Matrix. Here the company can invest to increase market share (for
example turning a "question mark" into a star)
Business portfolio
The business portfolio is the collection of businesses and products that make up the business.
Business to business
Marketing activity directed from one business to another (as opposed to a consumer). This term is
often shortened to “B2B”
Buying behaviour
Buying behaviour concerns the process that buyers go through when deciding whether or not to
purchase goods or services. Buying behaviour can be influenced by a variety of external factors
and motivations, including marketing activity.
Cash Cows
A term used in the Boston Group Matrix. Cash cows are low-growth businesses or products with a
relatively high market share. These are mature, successful businesses with relatively little need for
investment. They need to be managed for continued profit - so that they continue to generate the
strong cash flows that the company needs for its Stars.
Channel conflict
Disagreement among members of a distribution channel about who should be paid what and what
roles each should play. Channel conflict often occurs when a business uses a multi-channel
approach to distribution
Cognitive dissonance

Cognitive dissonance is an customer effect commonly observed after a major purchase whereby
the customer feels uncertainty about whether the purchase should have been made. Postpurchase promotion (particularly advertising) has a role to play to reduce the incidence and effect
of cognitive dissonance
Combination brand
A combination brand name brings together a family brand name and an individual brand name.
The idea here is to provide some association for the product with a strong family brand name but
maintaining some distinctiveness so that customers know what they are getting
Competitive advantage
A competitive advantage is a clear performance differential over the competition on factors that
are important to customers


Competitor benchmarking
Competitor benchmarking compares customer satisfaction with the products, services and
relationships of the business with those of key competitors
Consumer buyers
Consumer buyers are those who purchase items for their personal consumption
Consumer durables
Consumer durables have low volume but high unit value. Consumer durables are often further
divided into White goods (e.g. fridge-freezers; cookers; dishwashers; microwaves) and Brown
goods (e.g. DVD players; games consoles; personal computers)
Consumer markets
Consumer markets are the markets for products and services bought by individuals for their own
or family use
Continuous market research
Continuous research involves interviewing the same sample of people, repeatedly
Contribution
Contribution per unit can be defined as selling price less variable costs. Overall contribution is the
difference between total sales revenues and variable costs
Core product

The set of problem-solving or need-meeting benefits that customers are buying when they
purchase a product. Customers are rarely prepared to pay a premium for these elements of a
product.
Cost leadership
A strategy of producing goods at a lower cost than the competition. This usually requires the
business to enjoy higher economies of scale or have some kind of productivity advantage
Cross-selling
Using a customer’s buying history to select them for related offers, e.g. a car alarm for new car
buyers.
Customer demand
Consumer demand is a want for a specific product supported by an ability and willingness to pay
for it.
Customer loyalty
Feelings or attitudes that incline a customer either to return to a company, shop or outlet to
purchase there again, or else to re-purchase a particular product, service or brand.
Customer need
A need is a basic requirement that an individual wishes to satisfy.


Customer satisfaction
The provision of goods or services which fulfil the customer’s expectations in terms of quality and
service, in relation to price paid
Customer wants
A want is a desire for a specific product or service to satisfy the underlying need.
Decline stage
The last stage of a product's life cycle, during which sales fall rapidly
Demographic segmentation
Demographic segmentation consists of dividing the market into groups based on variables such
as age, gender family size, income, occupation, education, religion, race and nationality
Depth interview

A lengthy, one-to-one structured interview, examining in detail a consumer's views about a product
Differentiation
A marketing strategy aimed at ensuring that products and services have a unique element to allow
them to stand out from the rest
Direct mail
The delivery of an advertising or promotional message to customers or potential customers by
mail.
Direct marketing
The planned recording, analysis and tracking of customer behaviour to develop a relational
marketing strategies
Direct response advertising
Direct response advertising is that which incorporates a contact method such as a phone number,
address and enquiry form, web site URL or e-mail address. This is done with the intention of
encouraging the recipient to respond directly to the advertiser by requesting more information,
placing an order etc. The use of this technique on television is commonly referred to as DRTV
advertising
Distribution channel
The network of organisations necessary to distribute goods or services from the manufacturers to
the consumers; the distribution channel therefore potentially consists of manufacturers,
distributors, wholesalers, and retailers.
Distributors
Companies that buy and sell on their own account but tend to deal in the goods of only certain
specified manufacturers.


Divest
A strategy based on the Boston Matrix. Here the company can divest the SBU by phasing it out or
selling it - in order to use the resources elsewhere (e.g. investing in the more promising "question
marks").
Dogs

A term used in the Boston Group Matrix. Unsurprisingly, the term "dogs" refers to businesses or
products that have low relative share in unattractive, low-growth markets. Dogs may generate
enough cash to break-even, but they are rarely, if ever, worth investing in.
Early adopters
People who choose new products carefully and are often consulted by people from the remaining
adopter categories
Early majority
People who adopt products just prior to the average person
E-commerce
The use of technologies such as the Internet, electronic data exchange and industry extranets to
streamline business transactions
Endorsement
The promotion of some kind of product recommendation or affirmation, usually from a celebrity,
implying to the potential customer that a product is good
Expansionistic pricing
Expansionistic pricing is a more exaggerated form of penetration pricing and involves setting very
low prices aimed at establishing mass markets, possibly at the expense of other suppliers. Under
this strategy, the product enjoys a high price elasticity of demand so that the adoption of a low
price leads to significant increases in sales volumes
Extinction pricing
Extinction pricing has the overall objective of eliminating competition, and involves setting very low
prices in the short term in order to ‘under-cut’ competition, or alternatively repel potential new
entrants.
Family brand name
A family brand name is used for all products. By building customer trust and loyalty to the family
brand name, all products that use the brand can benefit.
Family life cycle
The stages of family life based on demographic data that are useful in defining the markets for
certain goods and services. Each group has its own specific and distinguishable needs and
interests.

Fast-moving consumer goods
Fast-moving consumer goods are those that sell in high volumes, with low unit value, and have
fast consumer repurchase. Good examples include ready meals, baked beans, newspapers etc.
Focus group
A small group of sample customers who are brought together into a group discussion to measure
their response to a marketing stimulus such as a new brand or product.
Forecasting
The process of estimating future demand by anticipating what buyers are likely to do under a
given set of marketing conditions (e.g. economic confidence, disposal income, pricing levels).
Franchising
The selling of a licence by the owner (franchisor) to a third party (franchisee) permitting the sale of
a product or service for a specified period. In business format franchising the agreement will
involve a common brand and marketing format. Many service businesses are operated under
franchise include well-known brands such as Burger King, KFC and KwikPrint.
Full cost pricing
Full cost plus pricing seeks to set a price that takes into account all relevant costs of production.
Gender segmentation
The segmentation of markets based on the sex of the customer. The cosmetic industry is a good
example of widespread use of gender segmentation
Geographic segmentation
Geographic segmentation divides markets into different geographical units
Going-rate pricing
A pricing strategy that sets price largely based on the prices of competitors
Growth stage
The stage at which a product's sales rise rapidly and profits reach a peak, before levelling off into
maturity.
Harvest
A strategy based on the Boston Matrix. Here the company reduces the amount of investment in

order to maximise the short-term cash flows and profits from the SBU. This may have the effect of
turning Stars into Cash Cows.
Hold
A strategy based on the Boston Matrix. Here the company invests just enough to keep the SBU in
its present position.


Labelling
Packaging information that can be used for a variety of promotional, informational and legal
purposes.
Laggards
The group of consumers who are typically last to buy a new product
Late majority
People who are quite sceptical about new products but eventually adopt them because of
economic necessity or social pressure
Lifestyle
Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and opinions
Lifestyle segmentation
Lifestyle segmentation of a market is based on identifying lifestyle characteristics of customers
that enable target customer groups to be identified. Many businesses now segment their markets
by lifestyles, as these are increasingly seen as good predictors of consumer behaviour. Most
companies use off-the-shelf research-agency classifications (such as the Target Group Index),
because of the high cost and complexity of developing their own.
Logo
A graphic, usually consisting of a symbol and/or group of letters that identifies a company or
brand.
Top of Mind
Top-of-mind refers to the most likely company, person, news story, or brand that a person
will think of when given a certain topic. Think of the psychological test where you are
given a word and need to say the first word that enters your mind. The resulting word, is

top-of-mind. This is one of the most important states to achieve for brand identity. A
company strives to make its brand identity top-of-mind. Let's play:
POP = Point of Purchase (from customers’ point of view)
POS = Point of Sales (from sellers’ point of view)
POSM = Point of Sale Materials
POSM is the advertising materials that are used to communicate brand information to the
consumers at the POP/POS places and is part of the BTL campaign platform.
essentially POP and POS are the same place/point (two sides of the same coin) in a retail
environment. POP is said from the consumers point of view while POS is from the sellers point of
view.
POP is usually the specific point from which the consumers purhcase the product in a retail
environment. In case of a super market the shelf, cash counter etc. are the POP. those places are
also the POS as i told above.
POSM is the advertising materials that are used to communicate brand information to the
consumers at the POP/POS places and is part of the BTL campaign platform.
POSM includes Buntings/Streamers, Posters, Dangler, Dummy Pack (enlarged, reduces), Shelf
Branding, Shelf Talker, Leaflets & Leaflets Dispenser, Wobblers etc.


POSM có thể hiểu đơn giản nó là những vật phẩm, tặng phẩm được branding để hỗ trợ cho các
chương trình, sự kiện nhằm mục đích quảng bá ... VD: Leaflet, Poster, Standee, Banner,
Backdrop, ...