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Glossary Home
Advertising
Consumer advertising
Advertising directed at a person who
will actually use the product for their
own benefit, rather than to a business
or dealer.
Consumer Behavior
The study of consumer behavior examines
all aspects of consumers’ feelings,
thoughts, and reasons for making particular
decisions in purchasing products or
services or subscribing to ideas, and
also how consumers use and dispose of
products.
Counter advertising
Advertising that takes a position contrary
to an advertising message that preceded
it. Such advertising may be used to
take an opposing position on a controversial
topic, or to counter an impression that
might be made by another party's advertising.
Demographics
Information regarding the size and characteristics
of a particular population of people
of interest to advertisers Such as their
age, sex, income, education, size of
household, ownership of home, etc. This
does not include psychographics such
as classification by subjective attitudes
or opinions of consumers.
Direct Marketing
The process by which an advertiser sends
their advertising message directly to
their customers or potential customers.
Two popular forms of this are direct
marketing by telephone and mail.
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