IBPM Marketing Glossary (Principal Source: http://www.cim.co.uk) AIDA model of communication: A communication model which aims to obtain Attention, Interest, Desire and Action. Added Value: The increase in worth of a product or service as a result of a particular activity - in the context of marketing, the activity might be packaging or branding. Adopter Categories: Five groups into which consumers can be placed according to the time it takes them to adopt a new product or service. The five categories are: Innovators – Those who are first to adopt a new product or service. Early adopters – Those who adopt a new product or service after the innovators have already adopted it. Early majority – Those who adopt just before the ‘average’ person. Late majority – Those who eventually adopt through economic necessity or social pressure. Laggards - Those who are last to adopt a new product or service. Advertising objective: The objective of your communication strategy. To inform of a new development, persuade or remind. After Sales Service: Services received after the original goods or service have been paid for. Below the Line: Non-media advertising or promotion when no commission has been paid to the advertising agency. Includes direct mail, point of sale displays, giveaways. See also, 'above the line' and 'push versus pull promotion'. Benefit: The gain obtained from the use of a particular product or service. Consumers purchase product/services because of their desire to gain these built in benefits. Benefit Segmentation: Dividing a market according to the benefit they seek from a particular product/service. Boston Matrix: A product portfolio evaluation tool developed by the Boston Consulting Group. The matrix categorises products into one of four classifications based on market growth and market share. The four classifications are: Cash cow – low growth, high market share Star – high growth, high market share Problem child – high growth, low market share Dog – low