Brand- distinctive name identifying a product, service, or organization.

Brand loyalty- the tendency to always buy a particular brand

Brand image the ideas and beliefs people have about a brand
Brand stretching- using an existing name on another type of product
Brand awareness- how familiar people are with a brand
Brand name- the name given to a product by the company that makes it
Product launch- the introduction of a product to the market
Product lifecycle- the length of time people continue to buy a product
Product range- the set of products made by a company
Product placement- when products are used in films or TV programmes
Product endorsement- the use of a well known person to advertise products
Gross margin-difference between the selling price of a product and the cost of producingit
Recession-a period of time when business activity decrases because the economy is doing badly
Shares- equal parts into which the capital or ownership of a company is divided
Debt-money owned by one person or organisation to another person or organisation
Stock market- a place where comany shares are bought and sold
Investment- money which people or organisations put into a business to make a profit
Earnings per share are- a company s profits divided by the number of its shares
A forecast is- a description of what is likely to happen in the future
Bankruptcy- when person or organisation is unable to pay their debts
A divident is a part of the profits of a company paid to the owners of shares
Pre-tax profits are- the money a business makes before payment to the government
Revenues are- money which businesses receive from selling goods or services
Product- anything capable to satisfy a need or want (goods, services, activities, people, places,
organisations, political parties, ideas)
Familiy name for products Multibrand strategy- a company that has the same name but provide
different brands
Line stretching (moving up market, down market)- to produce the same products but at different
quality and prices
Line filling- when a company adds new products to a line
Brand switcher- when you switch the brand nu esti loial

Advertising1. The activity of attracting public attention to a product or business, as by paid announcements i
n the print, broadcast, or electronic media.
1. (Marketing) the promotion of goods or services for sale
Consumer spending- the money peope spend on goods and servicesTax refunds- money given
back at the end of the financial year
Quarterly earnings- company profits for a three- month period
International division- part of a company which deals with ot is located overseas
Price pressure-decreasing or freezing the price of goods or services in order to gain an
advantage over competitors
Advertisement1. a paid announcement, as of goods for sale, in newspapers or magazines, on rad
io or television, etc
Publicity- we do not pay money, its for free
Commercial- on radio and TV
Share- one of the parts into which partnership is divided
Divident- part of the profits of a company that is paid to shareholders for each share that they
own
Word of mouth- free advertising when satisfied customers recommend products to their friends
Prestige ads- advertising that mentions a companys name but not specific products
Adv agencies companies that handle advertising for clients
Adv account- a contract with a company plans to spend in a developing its advertising and
buying media time or space
Agreed budget- the amount of money a company plans to spend in developing its advertising
and buying media time or space
Brief- the statement of objectives of an advertising campaign that a client works out with an
advertising agency
Adv campaign- the advertising of a particular product or service during a particular period of
time
Target customers a defined set of customers whose needs a company plans to satisfy
Media planners- the people who choose where to advertise in order to reach the right
customers
Threshold effect- the fact that a certain amount of advertising is necessary to attract a
prospective customer s attention
Comparative parity method- choosing to spend the same amount on advertising as one s
competitors
Counter- cyclical advertising- advertising during periods or seasons when sales are normally
relatively poor