February 17, 2018

Marketing Terms

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.

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.



  1. Enjoyed the table and the definitions. Is there a way to get the terms and the definitions in a text document of some sort, such as MS Word?

  2. Marketing Terms says:

    Glad you liked the terms. I checked with our web designer. She didn’t have anything to do with this site, but she advised me that it is created in Flash. That means you can’t drop it into a Word file. Sorry!