Funny how words, intended to enable communication, often become the greatest obstacle to that very communication.Weeding, pathfinders,
readers advisory — I had never heard any of these very common library terms prior to coming to work at the library four yearsago. Just as many library people struggle to understand the nuances between advertising, public relations, publicity, marketing.
I uncovered this fun tool (62 of them!) http://www.kolbrenerusa.com/elements.htm to explain some of the standard marketing terminology. Based on the Periodic Table of Elements, this is a Table of Brand Evolution Terms that covers significant marketing terms. I’m thinking about how I can share this with our staff as a one-stop shop interactive way to gain familiarity with key concepts
Target Audience: a specified audience or demographic group for which a advertising/marketing message is designed.
Brand Attributes: functional or emotional characteristics that customers and prospects associate with a brand. Brand attributes can be negative or positive and vary in relevance and importance for different audience segments.
Value Proposition: a clear statement defining the target market, primary benefits, and pricing of a particular product or service.
And 59 more.