Edexcel BTEC Business Unit 2 -
developing a marketing campaign key
terms
Brand - ANSThe identification, eg. Logo of a product or service which is instantly recognisable
without explanation.
BOGOF - ANSBuy one get one free.
Happy hour - ANSReduced price items at a predetermined time of day or week.
Carbon footprint - ANSThe amount of carbon dioxide and other gasses emitted through fuel
consumption.
Market share - ANSThe percentage of a given market that the business holds.
Brand personality - ANSHuman characteristics to which a customer can relate especially if
similar to there own.
Cash flow - ANSThe money that goes into and out of a business.
Strapline - ANSA caption or heading often providing a brief and snappy overview of a product,
service or news story.
Culture - ANSBehaviours, habits and values of groups or individuals.
Viral (advertising/marketing) - ANSUnsolicited and infectious marketing tactics using social
media to attract interest.
Disposable income - ANSThe amount of residual money available from non - essentials after
paying bills and creditors .
Market intelligence - ANSGathering data from different sources which is analysed and evaluated
to identify trends.
Market research - ANSSystematic gathering, recording and analysis of data about issues
relating to marketing products.
Consumer - ANSSomeone who purchases and uses a produce or service.
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