Secondary vs Primary Data

Primary data is the data that you collect yourself. This is the most expensive data. Secondary data is that which is collected by other people. Sources of secondary data may be, industry associations, specialty companies who sell the data, like marketing companies and others. Secondary data is almost always cheaper to purchase. By gathering primary … Read more

Advertising Objective

Advertising Objective – A specific communication task to be achieved, related to a defined group, time, duration and penetration level. To verify if the objective has been achieved, it must be defined as accurately as possible. See also: Dagmar Model Advertising Target Group – A group of people to which an advertising message is directed. This … Read more

What is Marketing Research ?

Marketing is information about the customer or consumer, or visitor or prospect. It’s the information about the person you are selling to or want to sell to. The research portion is the data collection, the analysis and reporting of the information. It’s that simple. Market research is gathering information about the people who are selling … Read more

Marketing = Customer Relationships

What people want to today is relationships. Almost every city at one time or another had a discount appliance store. Today they’re gone. Circuit City is gone. Best Buy is on its way out. Borders Books is gone, JCPenney is on the ropes, Sears/Kmart is struggling to hang on. The one thing all of the stores have … Read more


Address List – Syn: Mailing List See: Mailing List Chain – Syn: Multiple Store See: Multiple Store Channel of Distribution – The route a product or service follows on its way from the producer to final user. Normally used to describe the enterprises that play a role in the transfer of ownership of a product … Read more

Brand Awareness

Strength/weakness Profile – Profile based upon an analysis of strengths and weaknesses See also: Strength/weakness Analysis Target Group – Syn: Prospects The specific group of consumers or users for whom a product, service, advertising message, etc. is intended. One can distinguish marketing targets (for all marketing activities) and advertising targets for all advertising activities). Further … Read more

Five Steps to Outsourcing Success

Step number one. Go slow. Realize that outsourcing is a long term project. It needs very careful planning. Very often, because of financial pressures people are in a hurry to outsource their product or services. But the longer range programs, reduce the risk of failure. The more time spent planning and research, the higher the … Read more

Replacement Cycle

Positioning – An advertiser’s strategy in creating a particular image with consumers for a product, brand or service that distinguishes itself from that of product references can be created. Preferences – A particular product or service is perceived as better or more attractive so long as a comparison with another can be made. Price – … Read more

Market Segment

Fun Shopping – Syn: Recreational Shopping Shopping as a form of recreation. Often involves products for which the consumer needs more time to make a choice (e.g., furniture) or products involving status or personal appearance (e.g., clothing). Fun shopping is often combined with other activities such as visits to a theater or restaurant. Future Research … Read more

Pros Cons of an Outsourced Website

What are the pros/cons of building a website in-house as compared to outsourcing it? There are many people making assumptions about website development, that may not be valid. We don’t know the location of the questioner. If I assume that they are in Silicon Valley, and we are comparing that against outsourcing to India, or … Read more