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mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

graphic style

The overall recognisable design of a piece of graphic art. This includes the fonts, colours, layout and other elements used in the artwork. A graphic designer will often use a specific grap...

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...

generic name

A term used to describe a type of product or service typically not protected by a trademark. For example, “escalator” was trademarked by Otis Elevators but now is referred to by any such de...