Paid Media
Any advertisement that a company or agency has paid to be displayed. This can take form in anything from a televised advertisement to an online clickable banner.
Perception
An impression received via the senses; integral to customer experience.
Persuasion Profiling
Interpreting data to determine what makes consumers experience the desire to purchase a product.
Pictorial Marks
An actual image used to embody a brand’s identity. The image may be a literal expression of the brand name or an expression of a brand attribute.
Place
Refers to the distribution channels where a product will be sold or marketed.
Pluralistic Brand Architecture
A brand hierarchy where the parent has little association with the sub-brand. Consumers may not even be aware of any connection between the sub-brand and the parent.
Position Indicators
Position indicators help a user navigate a web site by showing them where they are on the site in relation to other sections of the site. For instance, a navigation menu may highlight the title of the page that a user is currently browsing to show them that they are in that part of the site as opposed to another.
Positioning
The process of setting apart a service, product, or company in a customer's mind, in order to gain a strategic competitive advantage; the first step in building a brand.
Price
The amount of currency required to purchase a product.
Privacy Policy
A legal document that informs users how a web site may use a customer’s recorded or submitted data both internally and externally.
Product
Refers to either physical products or services.
Product Placement
A form of paid advertising whereby products and trademarks are inserted into non-advertising media such as feature films, television programs, music, and public environments.
Promise
A stated or implied pledge that creates customer expectations as well as employee responsibilities; FedEx's on-time guarantee is a good example.
Promotion
Communication about a specific product to consumers.
Prosumer
In this category of products and services professional-level features are combined with consumer-level usability and price.
Prototype
A model, mock-up, or plan used to develop, demonstrate, evaluate and/or test a new product, service, environment, communication, or experience.
Provocative Tagline
A brand tagline that inspires thought in the consumer. A provocative tagline may be a question instead of a statement.
Proximity Marketing
The distribution of advertising content from a single physical location via data transmission to a consumer’s wireless device.
Psychographics
Identification of attitudes and personality characteristics that affect a person's lifestyle and purchasing behavior. Some psychographic data points are attitudes, opinions, and beliefs.
Public Relations (PR)
The maintenance of an organization’s public image and the management of communications between the public and the organization. The advent of social media has changed the field of public relations considerably, and has led to new focus on online media as a means of maintaining public image.
Pure Play
A highly-focused brand and/or company, since the company has only a single line of business.