Branding & Marketing Terminology
I thought it might be a good idea to put up a page on my blog that lists all of the marketing terminology and the meaning of each phrase as a simple reference guide. I’ve pulled these terms from the web over the past several years as well as from personal experience, in any case, the terminology and definitions still remain true.
Hitachi Utravision – Print Campaign
These award-winning print ads are from the campaign I created around Jamie Lee Curtis and a “classic” side-by-side comparison commercial — reality and “Utravision.” I used a real aquarium made-up to look like an Utravision big-screen TV and an Hitachi Ultravision big screen TV playing back an aquarium image on it, all to introduce the life-like clarity and color of Ultravision to the American market.
JiffyLube – Outdoor
The series of award-winning outdoor boards shown below were created for the Southern California JiffyLube Dealer Association by Cary Sacks and Michael Pitzer at Sacks/Fuller, Los Angeles. These boards, along with the radio campaign, outperformed the national advertising creative campaign by 12.5%. Not our numbers, theirs.
Thieves Market – Outdoor
From the series of award-winning outdoor boards created for the 11-store chain, Thieves Market, a Southern California Western boot and apparel retailer by Michael Pitzer, Cary Sacks, and David Duncan at Sacks/Fuller.
The Eclectic Touch – Outdoor
This outdoor board was created as part of a small marketing campaign developed by Pitzer Advertising & Design for The Eclectic Touch, a single, retailer of specialty home furnishing and imported accessories.
Ready Pac Salads – Outdoor
These outdoor boards were created for the initial consumer marketing campaign developed by Michael Pitzer and Jay Oswald for Ready Pac Salads, while at Sacks/Fuller in Los Angeles. The black strip on the bottom of the billboards was added for “Store Locator” copy or address.
RecoveryX – Print Campaign
RecoveryX, is a patent pending, clinically-tested, all natural biologically active drink that at the time I had created their marketing materials, had become the fastest growing product in the world of athletic performance.
Ready Pac Salads – Trade Print Campaign
For a company that was literally started in the bathtub, Ready Pac has expanded from foodservice making its retail debut in 1978 to becoming a market leader in the supply of fresh-cut produce to retail grocery chains, mass-merchandisers and foodservice organizations throughout North America.
Jonny Cat – Retail Print Ads
The cat litter business is about a $1.2 billion dollar industry with multiple types of products from “dust-free” to “clumping” dominating regional markets and few national products dominating the nation. Why no national dominant brand? Because it’s literally dirt in a bag, a box, or a plastic carton. And because it is basically a dead-weight product, it faces similar problems to shipping bottled water from one bottling plant to every store in the country, the cost are prohibitive.
Tascam Pro Audio – Retail Print Ads
There was a period while I was Executive Creative Director of Hakuhodo Advertising Los Angeles, where every week we were producing multiple “dealer ad slicks” for our professional audio component client, Tascam Pro Audio.
