Dictionary of terms in advertising, marketing, and PR. Part 15

A dictionary of terms in advertising, marketing, and PR. Part 15. Find out what these words mean - Pantone, Public Relations (PR), Publicity, Party-Plant, Patent Attorney, Primary Marketing Information, Periodicals, Petit, Pixel, Pylon, Poster, Signature, Positioning.

• Pantone - one of the color standardization systems proposed by the company of the same name. Using the table, you can choose any of the 14 basic and more than 1000 composite colors obtained from the basic ones using formulas. The catalog presents colors for 2 main types of paper - coated and offset. A common term is "color by Pantone". Advantages: it allows you not to depend on the nuances of color mixing and to accurately select the desired color.
• Public Relations (PR) - communicative activity (including indirect advertising) aimed at forming harmonious relations with society, usually openly paid and used as a complement to advertising, aimed at informing the public about the company, its products, gaining trust and forming a favorable image.

• Publicity - promotion, creating awareness. Actions aimed at attracting attention.
• Party-Plant - one of the sales promotion tools. Organizing product demonstrations at home during a specially arranged reception of guests.
• Patent attorney - a representative of the applicant who is registered with the Patent Office and who is entrusted with the handling of matters related to the registration of trademarks. The powers of a patent attorney are certified by a notarized power of attorney.
• Primary marketing information - information specifically collected by a company or specialized marketing organization to make specific management decisions in the field of marketing strategy.
• Periodicals - publications issued periodically: newspapers, magazines, etc.
• Petit - small typeface (3 mm).
• Pixel - an indivisible point in a graphic image of raster graphics.

• Pylon - a stand-alone advertising installation (stella). Advantages: Image structure
• Poster - a colorful advertising edition of large format.
• Signature - a text added to the end of each outgoing email, set by the user in the mail program. It contains information about the sender's full name, position, place of work, etc.
• Publicity - promotion, creating awareness. Actions aimed at attracting attention.
• Party-Plant - one of the means of stimulating sales. Organizing a product demonstration at home during a specially arranged reception of guests.
• Patent attorney - a representative of an applicant who is registered with the Patent Office and who is entrusted with the management of matters related to the registration of trademarks. The authority of a patent attorney is certified by a notarized power of attorney.
• Primary marketing information - information specifically collected by a company or specialized marketing organization to make specific management decisions in the field of marketing strategy.
• Periodicals - publications that are published at regular intervals: newspapers, magazines, etc.
• Petit - a small typeset font (3 mm).
• Pixel - an indivisible point in a graphic image of raster graphics.
• Product positioning - the formulation of a marketing complex that has selective attractiveness for the chosen segment(s) and determining the place of the product brand in the minds of consumers. Positioning can be based on product features, benefits, purchase and service usage opportunities, user types, comparison with competitors.
• Search engine - 1) a special website where you can get links to sites that correspond to these keywords; 2) a computer that searches for new sites and indexes them by keywords for further quick output of a list of links by keyword query.
• Advertising consumers from a legal point of view - legal or natural persons who are informed or may be informed of advertising, as a result of which there is or may be an appropriate impact of advertising on them.
• Program of advertising - a program of advertising activities for a certain period, formed taking into account the strategic and tactical tasks of the company and indicating the target audience, types and means of advertising.
• Presentation - an advertising event that includes a product demonstration and a theatrical (musical) performance, as well as a reception (lunch, dinner, etc.)
• Press release - a public relations tool, an information bulletin intended for newspapers, magazines, radio and television editorial offices, from which they can get the information they are interested in. The peculiarity is the free publication due to the news nature of the message.
• Press relations (Press-Relations) - establishing and maintaining contacts with the press to ensure editorial coverage of the company's activities and the presentation of its products.
• Premiums - promoting a product with special trade offers. ("Buy 3 bottles, get the 4th one for free!" or "Buy two packs, get a company souvenir prize" etc.).
• Prismatron - an improved version of a billboard. Rotating triangular prisms allow three advertising images to be placed on such a board (image change 20-30 seconds).
• Promotion - assistance in sales, distribution, conducting events that influence the end consumer.
• Consumer profile - socio-demographic and behavioral characteristics of potential buyers.