glossary

Business consulting

a paid service, provided to the client, aimed at organization and optimization of the client's company business processes.

Brand

аn image, which customers associate with this or that product, company or service.

Brand book

а set of brand usage rules. It contains the brand concept description, its unique selling proposal, corporate ethics, brand values, goals and objectives, brand positioning and guidelines.

Branding

а marketing term. This word has lots of definitions as well as lots of ways to interpret it. To avoid any ambiguity, let's make it clear, that Ad Once Creative Agency defines branding as a set of actions aimed at brand creation. No one would doubt the necessity of branding nowadays, even in Russia.

Guidelines

а part of a brand book. Contains the description of the corporate identity elements (logo, corporate character, etc.), information on color, print and design, and determines the standards of corporate identity usage. Usually, the guideline contains the description of logo and brand name positioning in different ad media, instructions on fonts and color scheme usage, as well as some restrictions on corporate identity usage.

Domain

а website area or name in the data exchange network (internet).

Content

аny type of information that can be viewed on web pages.

Content Management

any proceedings on content preparation: copywriting and article publishing, photo and video editing, framing and publishing, audio editing and publishing, initial search engine optimization, text scanning and any other activities on preparing information and publishing it on website.

Brand Concept

determining competitive edge, brand mission and philosophy, its values, development strategy and tactics.

Copyright

the exclusive rights in work of authorship and its rightholder protection mark

Copywriting

a service of creating original, selling, image advertising texts. Some confuse it with copyright which is utterly wrong.

Creative concept

an original advertising idea aimed at attracting attention to a product/service by distinguishing and accentuating its competitive advantages and uniqueness.

Logotype

an original way of writing the company's name, often with graphic elements, used for identification of the company and its differentiation from competition.

Marketing research

the gathering and analysis of data relating to the market situation.

Marketing Consulting

a set of actions aimed at planning and evaluation of marketing researches effectiveness.

Naming

Name development for a company, trademark or service.

Slogan

a short phrase expressing the main idea of the advertising campaign.

Event marketing

a method of trademark or company promotion, that consists in entertainment (show, concert, or party) or a series of entertainments organization with advertising purposes.

Corporate identity

a set of graphic images and rules of their usage, which determine the style of business documentation, uniform, print, corporate gifts, outside ads and other elements of the company's identification.

Hosting

a service of providing the disk space on the computer with a persistent connection to the data exchange network.

PR campaign

advertising information campaign aimed at shaping public opinion and increasing brand recognition.