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advertorial is an advertisement in the form of editorial content. The term "advertorial" is

a blend (see portmanteau) of the words "advertisement" and "editorial." Merriam-Webster dates
the origin of the word to 1946.[1]
In printed publications, the advertisement is usually written to resemble an objective article and
designed to ostensibly look like a legitimate and independent news story. In television, the
advertisement is similar to a short infomercial presentation of products or services. These can
either be in the form of a television commercial or as a segment on a talk show or variety show.
In radio, these can take the form of a radio commercial or a discussion between the announcer
and representative. The concept of internet-based advertorials is linked to native advertising;
however, whether the two terms are synonymous is a point of discussion.[2][3]
TypesEdit

Advertorials can be classified into three types:

 Image advertorials: The organization running the advertisement wants to produce a favorable
view of the organization or its products among the readers.[4]
 Advocacy advertorials: The organization wants to explain their view of a controversial subject.[4]
 Journalism advertorials: The organization wants to attract media attention to a subject or
themselves.[4] Their goal may be inspiring independently written stories about their area of interest, to get
quoted in related stories, or to influence how journalists will write about a subject in the future.
 Ambush marketing or ambush advertising is a marketing strategy in which an
advertiser "ambushes" an event to compete for exposure against other advertisers.


 A billboard for Sanford Health placed on the exterior of the Target Center, adjacent to Target Field, so that it is
visible from within to compete with a sponsorship held by a competitor.

 The term was coined by marketing strategist Jerry Welsh, while he was working
as the manager of global marketing efforts for American Express in the 1980s.
Most ambush marketing campaigns aim to associate a brand with the
prominence of a major event, without actually being an "official" partner or
sponsor of said event. An advertiser may indirectly ambush an event by alluding
to its imagery and themes without referencing any specific trademarks associated
with it, or in "direct" and "predatory" means—where an advertiser engages in the
fraudulent use of official names and trademarks to deliberately mislead
consumers.
 Actions against ambush advertising are most common in sport (where major
events such as the FIFA World Cup, Olympic Games, and the Super Bowl are
prominent targets), as the practice can devalue and dilute exclusive sponsorship
rights, and in some cases, infringe upon the organizers' intellectual property rights.
Such actions may include restricting advertising in "clean zones" around an event
site, removing or obscuring references to non-sponsors at venues, and requiring
host countries to pass laws to grant the organizer legal rights to enforce clean
zones, and to restrict the use of specific words and concepts to create unofficial
associations with the event.
 Anti-ambush marketing regulations have attracted controversy for
limiting freedom of speech, and for preventing companies from factually promoting
themselves in the context of an event.
 Ambush marketing or ambush advertising is a marketing strategy in which an
advertiser "ambushes" an event to compete for exposure against other advertisers.


 A billboard for Sanford Health placed on the exterior of the Target Center, adjacent to Target Field, so that it is
visible from within to compete with a sponsorship held by a competitor.

 The term was coined by marketing strategist Jerry Welsh, while he was working
as the manager of global marketing efforts for American Express in the 1980s.
Most ambush marketing campaigns aim to associate a brand with the
prominence of a major event, without actually being an "official" partner or
sponsor of said event. An advertiser may indirectly ambush an event by alluding
to its imagery and themes without referencing any specific trademarks associated
with it, or in "direct" and "predatory" means—where an advertiser engages in the
fraudulent use of official names and trademarks to deliberately mislead
consumers.
 Actions against ambush advertising are most common in sport (where major
events such as the FIFA World Cup, Olympic Games, and the Super Bowl are
prominent targets), as the practice can devalue and dilute exclusive sponsorship
rights, and in some cases, infringe upon the organizers' intellectual property rights.
Such actions may include restricting advertising in "clean zones" around an event
 site, removing or obscuring references to non-sponsors at venues, and requiring
host countries to pass laws to grant the organizer legal rights to enforce clean
zones, and to restrict the use of specific words and concepts to create unofficial
associations with the event.
 Anti-ambush marketing regulations have attracted controversy for
limiting freedom of speech, and for preventing companies from factually promoting
themselves in the context of an event.

Brand cannibalization is an advanced science in brand marketing battle. It is a process of

creating different sub-brands (organizations) of the parent brand so that the parent brand
can grow its customer base by targeting large numbers of customers.

It’s an art of brand extensions to benefit the bran owner, customers and the end users. For
example, Marriot group runs hotel like “The Ritz-Carlton”, “Sheraton”, “Le MERIDIEN” etc.
Another good example of brand cannibalization is Coke which has already launched some
sub products like Minute Maid, Sprite, Fanta etc. They target different types of audiences.

“Brick-and-mortar” refers to traditional stores that you find on the street, in malls, or anywhere you
can talk to someone face-to-face. Brick-and-mortar stores present their products and services
directly to the customer. A grocery store is an example of a brick-and-mortar store because it
offers its products on shelves in stores where people visit.

A brick-and-mortar store differs from a digital or online store. Online stores, such as paper.com,
offer products that you can purchase only by viewing the product online. Brick-and-mortar stores
have the advantage in this case because customers can go into the store, try out the product, and
then decide if they want to make a purchase.

Buzz marketing is a viral marketing technique that is focused on maximizing the word-of-

mouth potential of a particular campaign or product, whether that is through conversations
among consumers' family and friends or larger scale discussions on social media platforms.
By getting consumers talking about their products and services, companies that employ
buzz marketing hope to grow their awareness through the growth of online traffic and
increase sales and profits. A buzz marketing example would be if a company decides to
promote a product through some type of event centered around a show or stunt of some
kind where consumers can try the product and are encouraged to share their experiences
through everyday conversation or online. Another term for buzz marketing is astroturfing.
Advertising puffery is a legal advertising technique that uses 'puffed up' or exaggerated claims in
general terms about a product or service that are a matter of opinion, or subjective, in nature. ...
False advertising involves making statements about a product that can be proven to be a lie or
misrepresentation.

An infomercial is a longer-form video or television advertisement that acts as a

stand-alone program to pitch a good or service with a call to action. Infomercials
are different than regular commercials because they last longer and have no
breaks in the program. As a result, infomercials are able to present more details
about a product or service. The purpose of infomercials is to prompt the viewer to
call a toll-free number or visit a website to make a purchase.

An advertisement that loads between two content pages.

Information
One of the most common interstitials is the pop-up ad. Another emerging format is a full-page ad
that interrupts sequential content, forcing exposure to the advertisement before visitors can
continue on their content path.

Interstitials are a form of interruption marketing. This quality appeals to advertisers who feel Web
advertising needs to be more like a broadcast medium to be effective.

Marketing Myopia is a stage when the companies are only busy in
creating product quality and not understanding the real needs of
customers with shortsightedness and narrow vision.

Masstige is a marketing term meaning downward brand extension. The word is a

portmanteau of the words mass and prestige and has been described as "prestige for the
masses".
The term was popularized by Michael Silverstein and Neil Fiske in their book Trading
Up and Harvard Business Review article "Luxury for the Masses".[1] Masstige products are
defined as "premium but attainable", and there are two key tenets: (1) They are
considered luxury or premium products and (2) They have price points that fill the gap
between mid-market and super premium.
Medical tourism can be defined as the process of traveling outside the country of residence for
the purpose of receiving medical care. Growth in the popularity of medical tourism has captured
the attention of policy-makers, researchers and the media. Originally, the term referred to the
travel of patients from less-developed countries to developed nations in pursuit of the
treatments not available in their homeland.

Mom-and-Pop
Small business entities that are independent or family-owned

Home › Resources › Knowledge › Other › Mom-and-Pop

What is Mom-and-Pop?

The term mom-and-pop describes the small business entities that are independent or family-
owned. It is in contrast to big-box stores, such as Walmart, Home Depot, Starbucks, and Pizza
Hut. Mom-and-pop stores comprise a wide variety of businesses, including restaurants,
groceries, repair shops, etc.

Under the investment concept, mom-and-pop can also be used to describe investors who are
inexperienced and investing minimally in the equity market.

Moment marketing is the ability to take advantage of ongoing events and

creating communications & marketing collaterals around such events. This is
used by brands to insert themselves in the ongoing conversations bring
relevance to how they market.

Mystery Shopping is a process in which a person visits a retail store,

restaurant, bank branch or any such location with the objective of measuring
the quality of customer experience.
Many companies define detailed processes and parameters to ensure that
customers will have a good experience in their sales locations. Some
examples are:

 How customers will be greeted

 What is the maximum acceptable waiting time
 What should be the temperature of the facility
 How many products s
 hould be on display etc.

Neuromarketing is the study of how people's brains respond to advertising and other brand-
related messages by scientifically monitoring brainwave activity, eye-tracking and skin
response.

Peer to peer (P2P) marketing

A promotional technique where customers are encouraged to promote the product to other potential customers.
Examples include web sites that offer discounts to customers who recruit new members for the site.
Peer to peer (P2P) marketing encourages customers to engage other customers by advocating a product or service
to friends or associates. P2P marketing is used by some credit card companies, which propose rewards to
cardholders who advise others to submit applications.
Customer to customer (C2C) is a business model that enables customers to trade with each other,
frequently in an online environment. ... Online C2C company sites include Craigslist, Etsy, and eBay,
which sell products or services through a classified or auction system

the ability of children to pressurize their parents into buying them products, especially items
advertised in the media.

e-Choupal enables ITC to source commodities at a much lower cost than competitors. This is
because it buys directly from farmers, which eliminates intermediates and multiple handling, thereby
reducing transaction costs. Direct sourcing from farmers has enabled ITC to preserve the identity of
the commodity.

Project Shakti enables rural women in villages across India to nurture an

entrepreneurial mindset and become financially independent. In an attempt to provide
regular income, these women entrepreneurs (called Shakti Ammas) are trained on basic
principles of distribution management and familiarisation with the company’s products.

Our team of Rural Sales Promoters (RSPs) coach these women Shakti entrepreneurs
by familiarising them with HUL products in order to manage their businesses better.
This includes basics and troubleshooting, as well as enhancing their soft skills of
negotiation and communication.
Scent marketing is the use of a strategically chosen fragrance diffused at customer touchpoints.
The right fragrance and strategy will communicate a clear, likable brand identity. Scent marketing
increases sales and brand loyalty by creating unique customer experiences.

Self-Service Technologies (SSTs) are technological interfaces allowing customers to

produce services independent of involvement of direct service employee. Self-Service
technologies are replacing many face-to-face service interactions with the intention to
make service transactions more accurate, convenient and faster.

Booms and Bitner defined a servicescape as "the environment in which the service is assembled
and in which the seller and customer interact, combined with tangible commodities that facilitate
performance or communication of the service".

Guerilla marketing is a set of marketing actions employed to launch a

marketing campaign at a fraction of the price it would typically cost.
The impact should be, of course, more significant regardless of the low budget
invested in it.

In other words, guerrilla marketing acts as a magnifying glass for the

impact of a marketing campaign.
In my words, guerilla marketing is like the Banksy side of marketing.
Of course, cheaper doesn’t mean that your guerrilla marketing campaign will
be a loss of time!

Whether you use a sticker or a stencil to pass your message, it all comes down
to how much it wows your audience.
The more unconventional, the more stunning it will be on your target
audience’s eyes.

Supply chain management (SCM) is the optimization of a product's creation and flow from
raw material sourcing to production, logistics and delivery to the final customer. 

SCM encompasses the integrated planning and execution of processes required to manage

the movement of materials, information and financial capital in activities that broadly
include demand planning, sourcing, production, inventory management and storage,
transportation -- or logistics -- and returning excess or defective products. Supply chain
management relies on both business strategy, specialized software and collaboration to
work.

Surrogate advertising is a form of advertising which is used to promote banned products,

like cigarettes and alcohol, in the disguise of another product. This type of advertising uses a
product of a fairly close category, as: club soda, mineral water in case of alcohol, or products of
a completely different category (for example, music CD's or playing cards) to hammer the brand
name into the heads of consumers. The banned product (alcohol or cigarettes) may not be
projected directly to consumers but rather masked under another product under the same brand
name, so that whenever there is mention of that brand, people start associating it with its main
product (the alcohol or cigarette).

A value-added service (VAS) is a feature that can be added to a core product to enhance the user
experience or a service that could function as a standalone product or feature. ... Both these
examples though are of VAS being offered complementary to customers to add value to their
service and drive loyalty.

Viral marketing seeks to spread information about a product or service from person to person by
word of mouth or sharing via the internet or email.

A sticky website can be defined as a website that entices visitors to hang around longer than usual
and generally return in the future. ... If you have a website that encourages users to stick around long
enough to explore your various pages you have a longer time to impart your marketing messages to
an engaged visitor.

Marketing Metrics are measurable values used by marketing teams to demonstrate the

effectiveness of campaigns across all marketing channels. Whether you are looking to track
digital marketing performance, SEO progress, or your social media growth, having measurable
marketing metrics and KPIs set up can help your business reach targets month-over-month.
Track your marketing goals with these marketing metrics and KPI examples.

Service recovery includes the activities associated with resolving service errors and improving
customer sentiment. Service recovery can come in many forms, depending on the context of the
situation. For any given service error, customers begin assessing responsibility and the best form of
recourse for their situation.

What is the service recovery paradox?

It’s a proven fact that customers can often be more loyal to your business after they
have experienced a service failure, than if it had never happened in the first place.

‘If there is a positive disconfirmation, that is, if perceptions of service

recovery performance are greater than expectations, a paradox might
emerge (secondary satisfaction becomes greater than prefailure
satisfaction). Otherwise, in the case of a negative disconfirmation,
there is a double negative effect, as service failure is followed by a
flawed recovery

A planogram is a visual merchandising tool. Planograms are detailed drawings of your store layout
with special attention on product placement. Merriam-Webster defines it as such: “a schematic
drawing or plan for displaying merchandise in a store so as to maximize sales