Monday, September 22, 2008

The Origin of Marketing Terms

Volume 1-
Definition- The use of repetition to create a brand identity in the mind of the consumer.

Client Definition-My boss approved last year’s ad, so let’s run it again.

Art Director Definition-I don’t want to come up with a new layout. Can’t I just use last year’s ad and switch out the photos?

Copywriter Definition-We’ll use the headline and copy from the brochure.

Media Buyer Definition-We must run the spot at least 6 times every hour.

Origin-Murky, but was most likely created as an excuse when a Creative Director wanted to know why no one had come up with any new ideas.

Examples of use.

Account Supervisor- We believe that our media buy and new creative strategy will solidify the brand identity in our target demographic, thus increasing our branding.

Creative- It’s not copied. It’s branding!

Global Head of Marketing-What the fuck is branding?

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