definicja kolokwium 2 semestr 2

Price skimming

launching a new product or service at a high price point, before gradually lowering your prices over time

Penetration pricing

you start with low prices and gradually increase them

Competitive pricing/Matching the market leaders

to drive your target audience away from your competitors and toward your brand

Premium pricing/prestige pricing

you build the perceived value of your product or service by overpricing

Loss leader pricing

attract customers by offering one major discounted product or product line while encouraging them to purchase more

Psychological pricing

the belief that a price can have a psychological impact.

Value pricing

companies base their pricing on how much the customer believes a product is worth

Downmarket

low in quality and cheap in price

Charm pricing

the belief that a price can have a psychological impact.

Anchor pricing

the concept of making a product that was first offered seem cheaper when it put alongside another product.

Bundle pricing

pricing strategy in which a company or seller combines several products and then sells them at a single price instead of charging separate prices for each of them

Never miss a beat

to do something without any mistakes or failures

Break even

the point at which total cost and total revenue are equal. There is no net loss or gain

Household name

very well known by the public, famous

Obscurity

the state of being unknown or unimportant

To scramble

struggling eagerly to achieve sth

Inherent

existing in sth as a permanent, essential or characteristic attribute

To overlook

failing to notice

To pinpoint

finding and identifying sth with great accuracy or precision

Account executive (A/E)

the agency employee responsible for a client’s marketing and administrative efforts

copywriter

a person responsible for writing advertising copy and generating creative concepts, often in collaboration with an art director or creative director

hard sell

a general term to describe any aggressive advertising technique

hook

a clever phrase or melody used to capture the consumer’s attention and help make the advertising message more memorable

hype

extreme promotion of a person, idea or product

jingle

a catchy musical refrain delivering an advertising message, frequently used on radio or television

pitch

the presentation of an advertising message to a prospective or existing client

Voice-over

the recorded, offscreen voice heard on a television or radio commercial