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BEC : Marketing - Vocabulary

Hi, this is AJ. Welcome to the vocabulary lesson. Let’s start.

First of all, this word ‘brand’ or ‘branding’ –So ‘to brand’ as a verb, using it as a verb, to brand, to brand means to create a brand. It means to create an image for a company or a product, sometimes one, sometimes the other, sometimes companies do both. So branding is the noun. It’s the act of creating a brand, the act of creating an image that’s connected to a product or a company.

Next, ‘ad spend’. Ad spend is just the advertising budget. It’s how much a company spends on advertising. It’s a quite direct meaning actually.

‘To hone in on’ - To hone in on means to focus on. If you hone in on an idea it means you focus on the idea.

Our next word is ‘gadget’ or ‘gadgets’. A gadget is some kind of appliance or technology, some machine that has a useful function. Usually gadget has an idea of a small machine, so some people might say a cell phone is a gadget. Some kind of little kitchen machine, you might call that a gadget. Gadgets tend to be kind of small, little, useful machines.

A ‘press release’ - A press release is an article written by a company that is sent to a newspaper or to some media group. So a press release is not written by the newspaper.

It’s not written by the television station. It’s written by the company and then sent to the media.

A ‘subset’ - A subset means a smaller part of. Advertising is a subset of marketing. So marketing is the big group and then within marketing advertising is a smaller part.

Advertising, public relations, these are subsets of marketing.

A ‘prospect’ in advertising or marketing - A prospect is a potential customer, a potential customer. They’re not paying yet, but they possibly could. They have a chance of becoming a customer. They may be interested in your product or they might be the kind of person who usually buys. That’s a prospect.

‘Mass marketing’ - Mass marketing is marketing or advertising that targets a mass audience. Mass --meaning a huge number of people, a large, large, large number of people. It’s kind of a very wide shotgun approach --mass marketing.

‘Direct marketing’ I mentioned in the conversation. Direct marketing is a more focused kind of marketing. It’s called direct because you’re sending something directly to individual prospects. For example, you might mail a letter to a bunch of prospects and ask them to buy your product or try your product or something like that. That’s direct marketing. You’re going directly to the person. Calling people on the phone - telemarketing - that’s another kind of marketing and that is also direct marketing.

And those are all of our new phrases. Not so many in this one, so focus more on just listening to the general ideas and the pronunciation. As always, repeat these at least seven days, each day for seven days until you really feel like you understand it instantly and automatically.

All right, we’ll see you next time. Bye-bye.

The End.