What is a strategy decision in advertising


Generic term for every direct advertising item that reaches the recipient by post.

Painting season
Repeat discount for repeated advertisements in the same advertising medium within one year

Trademark as a picture, word or word-picture mark that stands for a product or a company

Sum of all measures for the development and marketing of products

Marketing mix
The marketing mix is ​​the combination of the individual sales policy instruments, i.e. the level of activity of the sales policy measures that is set for a certain period of time. The marketing mix is ​​the optimal combination of the individual marketing measures. The aim is to achieve the best possible relationship between the company and the customer. The result of these considerations is incorporated into the company's marketing strategies. The marketing instruments are the variables that can be controlled by the company and are used to develop a market. These include

  • Product policy (Product)
  • Price Policy (Price)
  • Communication policy (doctorate)
  • Distribution Policy (Place)
  • Therefore also called 4 "P's".

Marketing strategy:
The marketing strategy is the long-term plan for developing a marketing mix that will allow the company to achieve its goals by satisfying the needs of the target market. The following decisions must be made as part of the marketing strategy:

  • Target market definition
  • Product policy strategy
  • Pricing strategy
  • Distribution policy strategy
  • Communication policy strategy

Market analysis
Key data on the actual and expected quantitative development of the product field, of your own brand and of competitors. You get it from an in-depth market analysis. It examines the position of the company in the market and includes data on the market share, the price and the features of the advertised product. The observation and analysis of the advertising activities of the main competitors is also of central importance; because the efficiency of your own measures depends directly on the advertising pressure of your competitors. Only on the basis of precise information about the advertising use of the competition can the level of one's own media performance be sensibly determined. It is crucial to include not only direct competitors in the analysis, but also indirect competition, which can only have a secondary influence on purchasing decisions for the advertised product. The analysis therefore includes all products or services that can replace each other.

Market media analysis
Analytical process in which surveys on purchasing behavior are compared with surveys on media use.

Market potential
The market potential is a fictitious, theoretical value and indicates how many units of a product could be sold in total if all potential customers had the necessary funds and a need to buy existed. The market potential thus shows the absolute absorption capacity (saturation limit) of a market. The question of the property to be purchased is perhaps the most interesting one for market research clients. It aims to record the size of the market and to divide the market between the providers, i.e. the market shares. Furthermore, it enables the calculation of the market size (all subjects who buy), the market potential (subjects who do not yet buy the object under investigation) and the market coverage (subjects who already buy it). The market is defined by describing the product type and listing the items on offer. The description must clearly show the boundaries to substitute products and neighboring product types for both the respondent and the future user.

Master sample
"Mother sample" - a large-scale random sample from which a large number of sub-samples can be drawn

Match code procedure
Procedure for eliminating duplicates in address lists

Magnetic image recording or magnetic tape for recording TV productions

Media buying:
Purchase of advertising space or advertising time. She implements the results of media research, media planning and media consulting and is assigned to the commercial or financial work area in an advertising or media agency.

Media coverage:
The presentation of the media reach in a report shows the distribution of the titles by region, gender and age group. Such an evaluation is not sufficient for more demanding advertisers; they want data on how the combination of different titles works. Over the course of time, computer models have been developed that allow advertisers to put together a media mix with an optimal range.

Media planning:
In the context of the communication mix, media planning deals with the decision for the advertising medium (media) to be used, with the selection of media that best meet the desired marketing goals and with the determination of the optimal media mix
The media planner uses techniques that range from his intuition to highly formalized media selection programs and optimization models. The purpose of all media planning is to find an optimal solution for one or more communication goals. Media planning is embedded in the communication mix of a company. The media plan is part of the marketing plan and interacts with marketing factors such as product features, distribution, communication and pricing policy. The media planning is therefore to be derived from the marketing planning.

Media Strategy:
The description of the ways and means by which an advertiser's media goals are to be achieved. Important variables in the media strategy are the different types of media, i.e. the question of which media are best suited to convey an advertising message to the target group as efficiently as possible and what weight the individual media must be given in the context of the media mix. A central strategic decision concerns the timing of advertising, i.e. the question of whether advertising should be carried out continuously or in bursts (pulsing). When it comes to the detailed questions of the media strategy that need to be clarified, questions such as the optimal ad size or the optimal spot length or the desired contact frequency (frequency) must also be decided.

Mega-byte (MB)
1,024 kilo-bytes (KB) or 1,024 x 1,024 bytes

Quantity scale
Volume discount resulting from the total of the booked advertising space within one year in the same advertising medium

Service provider or employee of a manufacturer who takes care of shelf maintenance (price labeling, design, etc.) on the shelves of the trade.

The term merchandising is used very differently. Sometimes it is considered a synonym for marketing logistics. In another definition, it is understood to mean the entirety of sales-promoting measures in retail. In a narrower sense, merchandising describes the activity of the merchandisers of branded goods manufacturers. Their task consists in the presentation of goods at the POS (Point of Sale), i.e. the placement of goods, unpacking and display in the sales room.
In contrast to the international area, the terms licensing and merchandising are still used synonymously in the German-speaking area. In the Anglo-American marketing world, 'licensing' is what is mostly described as 'merchandising' in the German-speaking world. Licensing encompasses the sales promotion measures that arise through the commercial and profit-oriented use of popularity on the basis of licensing and represent a profitable source of income for the licensor.

Name for the central advertising message

Method 635
Creativity technique of brainwriting, in which 6 people develop 3 ideas each, which are always supplemented by exchanging them 5 times

Me-too products
Interchangeable products without an independent brand profile

Millimeter price
Advertising rate for newspapers and magazines for the format of a column with a height of 1 mm

Pattern that is created by superimposing several grids

Creativity technique of systematic association

Simultaneous transmission of text, graphics, audio and video signals via various media