A mnemonic is a ‘memory aid’ that helps people to remember your product or campaign. These can be visual, audio, or both using a memorable voice, or even a simple sound effect or jingle.
Usability means making sure something works well, and that a person of average ability or experience can use it for its intended purpose without getting hopelessly frustrated.
Websites vs. Microsites. Websites refer to the main website for a brand. Microsites (or mini-sites) refer to sites that are specific to a single message or campaign and are therefore separate from the main website. However, sometimes successful microsites become the main brand website.
A site can be an ad in itself. So can email. Try to create a webstite that makes consumers want to enter their email so they can be targeted again via subscription (until they choose to unsubscribe).
Plagiarism is ‘taking and using another person’s ideas as one’s own.’ Plagiarism is either:
– Perfectly innocent (coincidence)
– Subconscious (you saw it before but didn’t realize it)
– Intentional (you’re hoping you won’t get caught)
Complimentary goods are products and/or services that go well together. Where the consumption of one thing increases the joy and value of the accompanying thing.
A pivot is a structured course correction designed to test a new fundamental hypothesis about the product, strategy, and engine of growth.
You can define advertising as the science of creating and placing media that interrupts the consumer and then gets him or her to take some action. Without interruption there’s no chance for action, and without action advertising flops.
Advertising is one-way paid-for communication where the brand controls the message; direct marketing aims to be two-way by sending its messages directly to the customer or business with a marketing objective of generating an immediate response.
Most companies develop their branding strategies as if advertising were their primary communications vehicle. They’re wrong. Strategy should be developed first from a publicity point of view. Publicity is the deliberate attempt to manage the public’s perception of a subject.
Opportunity Seekers are people with more time than money, a non-consumer who focuses on low-margin items and is a less than ideal prospect for most products. Opportunity Seekers enter sweepstakes like crazy. They often read newsletters about how to win, and they’re the first to fall for a Ponzi scheme or a cleverly written but misleading or untruthful mailing.
When you see a poor schmo on TV who was duped into losing his life savings, you’ve found an Opportunity Seeker.
(In advertising & branding) A co-nexus is a connection point between two things where both points that are making a connection have an equal validity or equal stength so that they are in balance with each other.
As you work on a connection, it’s not just about the point in-between two points but the mutual respect of the two objects you’re connecting
Descriptive norms are people’s perceptions of how others actually behave in a particular situation (e.g., how much alcohol others are drinking or how much electricity our neighbors are using.)
Kerning is about adjusting (increasing or decreasing) the space between problematic letter combinations to ensure an even and consistent look, and to ensure the eyes of the reader are not distracted by gaps and collisions within words.
Neurosis is a functional disorder in which feelings of anxiety, obsessional thoughts, compulsive acts, and physical complaints without objective evidence of disease, in various degrees and patterns, dominate the personality.
A swipe file is your archive of advertisements and websites that convinced you to buy or sign-up for something so that you can analyze why it convinced you to buy.
Core narratives are worldviews that explain creation, the purpose of life, and what happens after we die, thereby helping us deal with the terror of gazing into the sky and seeing ourselves as insignificant specks.
Stereotype lift is when a person’s performance improves when there is a stereotype that his or her group does better on a task than other groups.
Stereotype threat is a psychological state that people experience when they feel they are at risk of confirming a negative stereotype about a group to which they belong.
Injunctive norms are people’s perceptions of what others approve or disapprove of in a given situation. (e.g., the amount of drinking or electricity use that we can think our peers find acceptable and approve of.)