that you get for your work 9. Weighting - Extra amount of pay given because you work in an area where it is expensive to live. 10. Perk sometihing exstra you get from a job, like fringe benefits, but it can have no monetary value, like a chance to travel. 11. royalty A payment that someone such as a writer or musician gets each time their work is sold or performed. HOW COMPANIES ADVERTISE 1. Word-of-mouth advertising Free advertising, friends tell other friends abaout products. 2. Institutional or prestige advertising The company's name is mentioned but not the specific product's. 3. Advertiding agencies Companies that handle advertising for clients. 4. Advertising account Contract between companie and client. 5. Agreed budget the amount of money a company plans to spend in advertising and media time. (A particular market segment at which a marketing campaign is focused.) 6
18. brand leader - most widely sold and recognized product of a particular brand 19. brand equity - the value premium that a company realizes from a product 20. brand loyalty - when a person buys the same brand products repeatedly rather than other brand's. 21. brand stretching - a marketing strategy in which a company uses the same brand name of a product with a well-developed image in a different product category or for a new product HOW COMPANIES ADVERTISE 1. Word-of-mouth advertising - is when people tell (in a good way) their family or/and friends about products or services that they have bought and used. 2. Institutional or prestige advertising - tries to develop goodwill for a company rather than to sell a specific product. 3. Advertising agencies - agencies which are working on planning, creating and handling advertising for companies 4. An account - advertising contract 5. An advertising budget - amount of money that company is ready to give for advertising 6
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