Some definitions...

Advertising: Composed, non personal and professional form of communication that is pais and aimed at persuading about the product.
Marketing: Organizational function and set of processes that create communication, deliver value and manage customer relationships, all for the benefit of the company.
Clutter: When too many marketing messages are sent at the same time; this create confusion in the mind of the consumer and a misidentification of the product.
Stimulus Codability: It is when a stimulus is used to interpret a marketing message, or used to encode a marketing message.
Corporate Logo: A corporate logo is a symbol that is used to identify the brand from other brands. It conveys the corporate message.
Salience: When the customer is aware of the brand, has it in his consideration set, buys it, has positive feelings about it and talks about it to his friends and relatives.
Brand Equity: Some attributes that are adding value to the product in the mind of a specific portion of the consumers.
Market Segmentation: Defining which part of the population we would be directing our marketing efforts toward because it would be more profitable.
Behaviorgraphics: Study of the behavior of the consumer relying on past purchase experiences and online search for products.
VALS Segmentation: Defined as the values, lifestyles and attributes of a particular group of the population. It is based on the resources and the level of motivation of the persons concerned.
Positioning: It is setting in the mind of the consumers how the brand should be perceived.
Positioning Statement: It is a statement claiming what the product stands for in the consumer's mind and delivers consistency through the MARCOM process.
Over-positioning: With over-positioning, the other attributes of the product might be hidden by the over-exposure and over-promotion of one attributes.
Under-positioning: The consumer may not really know what the product stands for and therefore won't have a clear idea about it.
CPM: The responses of a customer to the MARCOM efforts are seen as being rational, logical, systematic.
HEM: The responses of a customer to MARCOM efforts are seen as being driven by emotions, feelings, pleasure and fun.
Maslow's Hierarchy of Needs: Safety needs- love and belonging needs- esteem needs- self actualization.
Hierarchy of MARCOM Effects: Unawareness- awareness- expectations- trial- belief and attitudes- reinforcement of beliefs and attitudes-loyalty.
Iconoclastic names: They are linked to icons, such as Apple.
Conceptual names: They are linked to a concept, that does not give reaaly what a business is doing.