Glossary of technical terms
AIDA(S)
A marketing tool that uses a model of customer behavior influenced by a campaign. It is an acronym for Attention, Interest, Desire, and Action. We can add Satisfaction, which should be reflected in the form of a satisfied customer recommending the product to others.
ATL
Above the line communication. This is an aging term for marketing communication using mass media (television, radio, print, outdoor).
B2B
Marketing whose target group is companies, firms, and corporations. This is exactly what MORIS design does.
Behavioral marketing
A term that generally refers to the comprehensive analysis of customer behavior for greater marketing effectiveness.
Brand
A brand in the commercial sense. A brand consists of the name, logo, and possibly the slogan and design of a given brand or product.
Brand Awareness
Czech brand awareness. It describes the knowledge of a given brand in a specific target group - how many people in that group know the brand. It is divided into spontaneous or supported.
Brand Experience
Literally translated as "experience with the brand." It is a complex of historical experiences that consumers have with a given brand - all the associations and feelings they have connected with the brand.
Branding / signmaking / stickers
All adhesive graphics that carry an advertising message and make the brand visible (3D and 2D company signage, advertising boards, car and shop window stickers, banners, etc.).
Briefing
An informative meeting or press conference. In the marketing world, a briefing refers to a meeting between the client and the agency. It includes a comprehensive explanation of the assignment and the provision of information in written form in the form of a brief. A rebriefing is often necessary, i.e., a repeat meeting to refine the assignment, add to it, and clarify any misunderstandings.
Budget
Budget (for a campaign, project, event, etc.).
Target group
A defined group of people at whom we are marketing. We define the target group by gender, age, education, place of residence, number of children, etc. Thanks to modern technology and social networks, we can now target people with specific hobbies, favorite foods, or music, for example.
Co-branding
The use of multiple brands simultaneously within a single campaign, product, or service. The goal is to combine the strengths of both brands and achieve a synergistic effect.
EFFIE Awards Czech Republic
The only competition in the Czech Republic that rewards not only creativity, but above all the results of campaigns. The winners are campaigns that have successfully combined all aspects of a marketing program – planning, market research, media, creativity, and budget management.
Impulse purchase
An unplanned purchase at the point of sale. Initiated mainly through POS/POP materials, promotional events, or other effective product presentations, or by the influence of the shopping environment. High-quality sales tools can turn a planned purchase into an impulse purchase.
In-store design / Store design / Retail design
The overall layout of the store interior, including a set of advertising tools used inside the store to influence shoppers' purchasing decisions, as well as design components and elements that create the overall impression of the brand.
In-store marketing communication
All communication at the point of sale, both direct and subliminal (flyers, stickers, stands, navigation systems, tastings, etc.).
Indoor
All advertising media located in buildings, means of transport, or other public spaces (e.g., train stations, etc.).
Mystery shopping
A product of advertising or research agencies, whose employees visit the client's point of sale (shop, restaurant, etc.) and pretend to be regular customers. They observe the behavior of staff, the equipment and cleanliness at the point of sale, the quality of services, etc. The result is a report that objectively assesses the brand experience, reveals weaknesses, and thus helps to improve it.
Neuromarketing
A new branch of marketing that works with the latest research in neurology, neuropsychology, and cognitive psychology. It uses magnetic resonance imaging and other types of brain scanning technology. Based on measurements of changes in brain activity, scientists analyze why consumers make certain decisions and in which part of the brain this occurs. Neuromarketing is the application of these findings to various areas of marketing.
Outdoor
All advertising media placed outdoors, in the open air. This includes billboards, bigboards, megaboards, CLVs, etc.
POPAI Central Europe
The Central European branch of the global POPAI association, which represents the field of at-retail marketing and works for professionals involved in this field. It organizes the POPAI Central Europe Awards competition.
POS / POP
Point of sale/point of purchase – advertising materials and products used at the point of sale to promote a specific or certain type of product range (stickers, illuminated advertisements, sales stands). Well-chosen and targeted POS/POP products can attract the customer's attention and influence their final purchase decision.
Sales and presentation stands
All carriers for goods/materials.
Retailer
Seller, end seller, retailer.
Shop-in-shop / kiosk
A small sales island for a brand or product line directly at the point of sale. It can be free-standing and functioning independently or as part of a hypermarket/supermarket, etc.
Illuminated advertising / branding
One part of the field that includes interior and exterior illuminated advertising elements that are placed to make the brand more visible (for example, in stores, branches, shop windows, signboards, roofs, outdoor and indoor advertising media, etc.).