Marketing terms a Graphic Designer should know

  • Brand Promise – created by the name, packaging, advertising, and many other sources that tell the customer what to expect if they buy the product. Example: Porsche’s promise is precision, high-performance vehicles and the status that comes with them
  • Demographic/Psychographic – Demographics are concerned age, income, education level, sex or occupation: measurable factors. Psychographics are concerned with lifestyle and preferences. Example: males between 18-35 with full-time employment (demographic) outdoor enthusiasts who eat healthily (pshychographic). These terms are used to define the target audience for a product, advertisement, or marketing campaign.
  • USP – Unique Selling Proposition or Unique Selling Position. It’s concerned with the quality a product or service possesses that causes it to stand out from its competition. Example: Walmart’s USP is that they sell in lower prices than their competitors.
  • ROI – Return On Investment. The profit that has been gained, or stands to be gained, from the benefits associated with a particular expense. For designers this translates as the sales of the product as a result of the advertising of marketing piece we design.
  • Sales Gestation Period – The time it takes the consumer to consider a marketing offer. Example: gestation period for a chocolate is some seconds, while the gestation period for the purchase of a car will be much longer. The gestation period tells us how quickly to expect results from a campaign
  • Call To Action – The part of a marketing piece that asks the reader to take specific action. Examples: “order now”, “visit our website for more details”, “follow us on twitter”
  • Early Adopter – A consumer who purchases or uses a product before becoming a trend. Example: the people who bought some of the first DVD players were early adopters. Early adopters are an important psychographic for companies; researching the early adopters will define possible success.
  • Point of Sale Advertising – POS. Advertising refers to all informational and marketing pieces available at the place where the product is purchased. Examples: descriptive packaging, in-store displays, and stickers on display models that describe the product’s features.
  • Guerilla Marketing – unconventional marketing initiatives that do not require a bid budget. This kind of campaign usually relies on clever concepts and on-the-ground legwork for their effectiveness.
  • Market Saturation – The percentage of potential customers who are consumers a product or service. Also referred as market penetration or market share.



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