Hit the Ground Running

In an attempt to make your visit to PRstore as efficient as possible, we’ve provided you with several tools to help clarify the specific needs and objectives of your project.

Download these useful tools for your visit to PRstore:

Things to consider before visiting PRstore
Creative Brief
Your Objectives.
Our Solutions.

Glossary of Marketing & Advertising Terms

Advertising Campaign:

A group of related ads, commercials, and other marketing tools that work as part of a coordinated advertising plan.

Advertorial:

An advertisement that has the appearance of a news article or editorial in a print publication.

Banner Ad:

A graphical web advertisement; typically a large headline or title extending across the screen.

Brand:

Who you are and what you represent as a product, service or company in the marketplace. Collectively, things like product names, colors, symbols, design etc. help establish a brand.

Brand Image:

The perception of your product or your brand by the consumer.

Creative Strategy:

An outline of what message should be conveyed, to whom, and with what tone. Essentially, what do you want to say to your customers that will prompt them to act in a desirable way.

Demographics:

Descriptive classifications of consumers such as their age, sex, income, education, size of household, etc. These classifications help determine who you are trying to reach and the message that would make the most impact with that particular group.

Direct Mail:

A marketing communication delivered directly to the home or business of a prospective customer. Direct Mail is a great way to get your message in front of a clearly defined target.

Direct Response:

A marketing promotion that requests consumers to directly respond by mail, telephone, e-mail, or some other form of communication.

Domain Name:

The unique name that identifies an Internet site. (Ex. http://www.prstore.com)

E-mail Marketing:

The promotion of your company, product or service using e-mail.

Flash:

An interactive technology that allows animation or movement to be added to a web site. Flash is also used to build online applications.

Four P’s:

Product, Price, Place (i.e., distribution), and Promotion.

Frequency:

Number of times a person or home is exposed to a marketing component within a given time period.

Guerilla Marketing:

Describes unconventional marketing methods intended to get maximum results from minimal resources.

Insert:

An ad or other promotional material that’s designed to be inserted in a magazine or newspaper. It may be bound into the publication or inserted without binding.

Hyperlink:

A hyperlink is a reference or navigation element in a web page to another section of the same web page or to another website.

Leave-Behind:

A premium left with prospective customers to keep your company, product or service top-of-mind.

Outdoor Advertising:

Refers to any outdoor sign or display that promotes your company, product or service. (Ex. Billboards, movie kiosks, etc.)

Podcasting:

Podcasting is a term used for broadcasting audio and video files over the Internet that includes two features: The content has an RSS feed, which allows users to subscribe and the content syncs with an audio device such as an iPod.

Point-of-Sale (POS) Displays:

Advertising display material located within a retail store, typically placed at the checkout counter.

Premium:

An item, other than the product itself, which is offered free or at a nominal price as an incentive to purchase the advertised product or service.

Press Release:

A written announcement designed to draw the media’s attention to a specific event or product launch.

Product Benefits:

Specific results for the end-user of your product or service.

Product Features:

A distinctive characteristic of a product’s use or design. Product benefits are a result of the product’s features. (Ex. Less stress on your legs (benefit) thanks to the new cushioning technology (feature) in your running shoe.)

Public Relations (PR):

Describes your non-marketing interactions with the general public and the way they influence their attitudes and opinions towards your product.

Product Positioning:

The consumer perception of your product or service as compared to the competition.

Reach:

The estimated number of individuals in the audience of a specific broadcast or advertisement.

Search Engine:

A program that indexes documents and then attempts to match documents relevant to the users search requests.

Search Engine Optimization (SEO):

SEO refers to the art of designing a web site for better listings in search engines. This includes ensuring you have the appropriate keywords in the body text of the site. Search engines also reward sites with fresh content. Regularly updated blogs therefore serve as a good SEO tool.

Search Engine Marketing (SEM):

SEM is comprised of SEO and search engine advertising. Search engine advertising typically uses text-based ads that lead potential customers to a product based on the keywords used in a search.

Tag Line:

A slogan or phrase that conveys the essence of what you want your audience to know, think or feel about your product. (Ex. Just Do It, Do you…Yahoo?, Coke is It!)

Target Audience:

A specified audience or demographic group that you are trying to reach with an advertising message.

Typeface:

A consistent style applied to letters to convey a certain tone or feel.

URL (Uniform Resource Locator):

A URL constitutes the entire address of a particular web page. For example, the URL for this page is http://www.prstore.com/resources. The URL contains the domain name (prstore.com) but also includes the protocol and additional path information (folder/file).

Unique Selling Proposition (USP):

The single unique characteristic that distinguishes your product or service from all others.

Viral Marketing:

A marketing tactic that facilitates and encourages people to pass along a marketing message, usually over the Internet.

Web Browser:

A software application that allows for the browsing of the World Wide Web.

Web Design:

The selection and coordination of available components to create the layout and structure of a Web page.

www (world wide web):

A part of the Internet accessed through a graphical user interface (web browser) and containing documents often connected by hyperlink.

Resources from
Around the Web

How to Start a Virtual Assistant Business
Expert VA Lyn Toomey offers her insight on what to expect and how to find help in the virtual world.
Nostalgia Sells
The oldies but goodies of baby boomers are all the rage.
Get Your Copy Write
Expert tips for writing great letters, ads, brochures and more without professional help
Top 7 Hiring Mistakes for Startups
Avoid these pitfalls and build a team of talented employees.
Small Businesses Succeed with E-mail Marketing
These 3 entrepreneurs used e-newsletters for a cheaper, faster and more effective marketing campaign.
A Profitable Helping of Sustainability
A 5-step certification process can make restaurants greener and more appealing to target consumers.
Good News, Bad News as Customs Shifts Gears
The agency intends to improve trade facilitation, but enforcement could increase costs.
Tall Order
Starbucks' chief caffeinista faces penny-pinching customers, a plunging stock price, and competition from Dunkin' Donuts and McDonald's. Can Howard Schultz keep his company from getting creamed?
Hire Your Spouse and Save
Employing a spouse, or a child, can be a great way to save on health benefits and taxes. Here's what you need to know.
Déjà Vu Skies
Recent airline troubles don't signal the end of the industry, just a return to its past. What to expect next in the cycle.
What to Know About Joe
Just when you thought it was safe to order a grande half-caf, the coffee market is changing.
Starting Up: Nonprofits Launch Social Sidelines
A revenue-generating business can produce the capital to widen the reach of your social enterprise.
9 Ways to Develop Team Motivation
Take a cue from the ancient Greeks to help steer your employees to success.
Extreme Networking
A group of internet entrepreneurs take male bonding to a whole new level with their jet-fighter flights and dune-buggy races--and just maybe secure some new business in the process.
Nonprofit vs. For-Profit Social Ventures
Social entrepreneurs usually lean toward nonprofit, but there are pros and cons to consider.