Institute of Direct Marketing - for marketing professionals specialising in direct marketing. A reputable design agency or company providing design services within the direct marketing sector (e.g., thinktank) will have a specialist direct marketing ‘Fellow’ providing advice.
A quick buying decision that is made without the customer going through an 'adoption process' first. An example of this is the buying of chocolate at a supermarket checkout. Many parents consider the targeting of confectionery products to young children to be unethical and this is caused much consternation for marketing consultants or any ethical design agency when discussing with retail clients.
Incentives offered to overcome resistance to purchase, for example 'special offers' or money-back guarantees are legally acceptable inducements to purchase. Once he inducements scheme has been decided upon, a good design agency like thinktank can communicate with a target audience effectively.
The individuals in a company that have a direct influence on the final decision of any buying choice. These people may be end users, lower management in large companies or any individual that has the ear of anyone on the Decision Making Unit (see Decision Making Unit). Marketers or design agency experts from thinktank marketing can assist in communication strategies to engage with key influencers and the decision making unit as a whole.
Development of new products, services or methodologies in working practice can be regarded as innovation. There is too much talk about innovation in the world of commerce rather than concentrating on true innovation which will serve to benefit the UK economy as well as local company finances within an area or community, for example Manchester or Liverpool. Design agencies are heavily involved in supporting innovative concepts to succeed.
People who buy a product soon after launch and without the need for seeking other opinions or experience are known as innovators by marketing companies or design agency services professionals.
This is a rarely used comparison of cost effectiveness analysis (advertising effectiveness, target demographics, etc. to ascertain their overall effectiveness.
A company's internal communication network on which employees can access information and newsletters via a graphics interface such as a browser like Internet Explorer or Netscape. The Intranet may be connected to the Internet for employees to access information, however, people outside the company cannot gain access to the Intranet. A design agency specialising in web development or web design agency services can help make intranets more user-friendly.
Internet Protocol Television. Technology allowing television and video signals to be received via an internet connection. Some people outside the world of the advertising agency or marketing company simply call it web TV!
