Feature
Any element of a product service, or experience, that is designed to deliver a benefit.
First Mover
A brand or company that starts a new category.
First Mover Advantage
The advantage held by the first company to move into a new market. This advantage often allows a company to remain at the top of its category despite fierce competition.
Flighting
A marketing tactic categorized by heavy advertising for a short period of time followed by inactivity. This is a cost-saving measure to maximize exposure and minimize cost.
FMCG
Fast moving consumer goods. FMCG refers to frequently purchased consumer items, such as foods, toiletries and cleaning products.
For Placement Only (FPO)
Indicates that the correct approved image or copy is still to come. A common form of FPO is Lorem Ipsum, a non-sensical Latin text that mimics common texts layout on a web page.
Four P's
Refers to Product, Price, Place, and Promotion. Popularized in the 1960's, the Four P's are generally considered to be strong elements of marketing.
Four Quadrant Picture
A term referring to a movie that is marketed to all market demographics: men over 25, men under 25, women over 25, and women under 25.
Frankenbrand
Poorly aligned brand which often is a result from a merger or acquisition; a dysfunctional brand.
Front-End Development
The development of what the end user will see. Front-end development most commonly refers to the development of web sites and the technologies underneath them and requires a combination of creating ease-of-use in addition to attention to aesthetics.
Futurecasting
This technique helps to envision future products industries, competitors, challenges, or opportunities; forecasting and imagination are combined.