Theunique selling proposition(USP)is a marketingconcept first proposed as a theory to explain a pattern in successful advertising campaigns. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. This is advertising. Each advertisement must say to each reader: “Buy this product, forthis specific benefit.”

 target maarket

target market is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards.[1] A well-defined target market is the first element of a marketing strategy. 

marketing policies

Productprice,promotion and place are the four elements of a marketing mix strategy that determine the success of a product or service in the marketplace.Product:A product is seen as an item that satisfies what a consumer demands.Price:The amount a customer pays for the product. Promotion: All of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertisingpublic relations,  and sales promotion.

Place (Distribution):Refers to providing the product at a place which is convenient for consumers to access.


Besides publicity, some other important ways of enterprise communications are:

Direct marketingDirect marketing is a form of advertising which allows to communicate directly to customers through a variety of media including cell phonetext messaging, email, door to door,….

Telemarketing- Telemarketing is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent face to face appointment scheduled during thep call. Telemarketing can also include recorded sales pitches programmed to be played over the phone via automatic dialing.Sponsorship-To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. A sponsor is the individual or group that provides the support, sponsorship is done with the expectation of a commercial return. Publicity is something that attracts the attention of the public and induces to purchase or consume.Public relations includes ongoing activities to ensure the overall company has a strong public image.Propaganda is a form of biased communication, aimed at promoting or demoting certain ideologies.


Local agencies- They do all their activity in a city o country.

Multinational agencies- They do their activity in different countries

Full services agencies- They do all services the client may need.

Purchasing departments-  They plan and buy the media.

Design agencies- They do the creative part of publicity campaigns.


ISTING CONSUMERS, POTENCIAL CONSUMERS AND NON-CCONSUMERSExisting consumers are the ones who are already using the product and therefore they are the real market.Potential consumers are the ones that don’t use the product but they could do. They are the potential market.Non-consumers are the ones who do not use the product, cannot use it or shouldn’t use it.Consumer, client, customer and influencerCustomer is a person who buys the product, for himself or herserf or for somebody else. 

Client is a person who buy services

Consumer is the person who uses the product.

Influencer is the person who decides the purchase of the product so that somebody else buys it.

Good, service and idea

Good is a tangible product you can touch.

Service is when a product doesn’t have a physical aspect, it is not tangible and you cannot touch it.

Idea is when a way of understanding things is sold, a  company image, a commitment…. E.g. When a company explains its respectful environment policy, the fund they give to foundations….)

Types of advertisers

- Person

- Private company

- Public organization


- Institution

Logo and symbol

Logo is graphical design or symbol used in case to identify organization is called a logo. Logos are either purely graphical or are composed of the name of the organization and it represents clearly who the company is and how it would like to be perceived.

The biggest benefit of logo design is that the brand is easily identifiable. Moreover, logos help customers in remembering the company name.

Symbol is an image or sign or some special character used as a standard representation of something to us in other words. The main purpose of a symbol is to communicate meaning.


A storyboard is a graphic organizer in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphics or interactive media sequence.

Market position

Positioning is marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. It is also called product positioning.


Briefing is a document that contains all information that a publicity agency needs to elaborate a campaign. It contains information about:

Advertising company





Marketing objectives

Target market

Budget, deadlines and other