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March 24, 2014

Zing thing, PSPO, MSP, EDLP and other catch phrases used in popular advertising campaigns

An advertisement is a story told in 60 seconds. The story has to have a taut screen play and catchy phrases. The sound, the sights and the scenes have to integrate seamlessly to create that memorable advertisement. Just remember “the Zing thing” campaign by Limca. Advertisements use catch phrase sometimes even technical terms to create an aura and mystery around the products It is akin to weaving a web of mystique around the products. 

1. PSPO: Peak Speed Performance Output. This term was used by Orient fans to talk about their products’ USP, a design which can deliver more air to a large area. Orient has designed its motor and blades in such a manner that the fan can cover more area and deliver more air. From a technical term PSPO became a marketing term. A great transition.

2. MSP: Maximum selling Price. A new concept just like MRP which is a concept of maximum retail price offered by the seller, MSP is the maximum selling price is what a customer can get for his products (mostly used and second hand). This catch phrase is currently being popularized by

3. PUF: Polyurethane Foam. In 1958, Godrej was the First Indian Company to manufacture Refrigerators and Godrej has become synonymous with the category. It was a unique selling proposition that customers remember even today.

4. KILB: Kam Insurance Leneki Bimari.  The insurance company Aegon Religare has done the popular KILB campaign. Religare had launched a catchy campaign urging people to guard themselves against the ills of under insurance or 'Kam Insurance Lene Ki Bimari' (KILB). The campaign spear headed by the actor Irfan Khan proved to be very popular.

5. STC: Standard test condition. A term that is very popularly used in automobile sector. For example the advertisement would say “85KMPL” under STC. The standard test conditions would mean a cemented road with a rider weighing only 60 kgs driving at a steady speed and neither accelerating to much not breaking. And to top it all it is quite possible that the driver could drive on 100 ml of petrol and get a mileage of 8.5 Kilometers. That is simply multiplied with a factor of 10 to get a mileage of 85 KMPL. 

6. NTS: Not to scale. Many diagrammatic representations are quite deceptive. They tend to glorify the product. Thus the manufacturer hides under the guise of NTS (not to scale). This way then can get around the tricky issue of challenges from the customers.

7. NQAR Policy: No Questions asked Return Policy. A marketing concept from the USA. It means that the customer can return the merchandise and the retailer would not ask any questions as to why the merchandise is being returned. In simple words the customer should not be made uncomfortable by the probing question of the Customer care personnel.

8. DIY Kits: Do it Yourself kits. A Concept made popular by the Sweden maker of furniture IKEA. The furniture is supplied in knock down condition and the customer has to assemble the same at his house with the help of a illustrated manual.

9. FAQs: Frequently asked questions. A set of question that the customers frequently ask. The salesman has to be well versed to answer these questions to the satisfaction of the customer

10. EDLP: Everyday low prices. A term that is often used by WALMART. Most of the customers tend to procrastinate when buying a product that is not immediately wanted. WALMART dangles the bait so that he/she would buy the product immediately. Every day low prices guarantees the lowest price each and every day.

11. SOHO: Small Office Home Office. It refers to the category of business or cottage industry that involves from 1 to 10 workers. The small office home office has undergone a transformation since its advent of the  internet which has enabled anyone working from a home office to compete globally.

12. ZPTO: zinc pyrithione, PTO or zinc pyrithione is a chemical compound with anti-fungal properties, meant for topical application. ZPTO is an effective and relatively safe treatment for dandruff. It works well on mild and moderate cases  ZPTO also helps in curbing hair fall, where it is caused by dandruff. Used by Shampoo companies.

 13. GSM: Grams per square Metre.  The paper density of a type of paper or cardboard is the mass of the  product per unit of area.

 14. Zing Thing: A brief high-pitched humming or buzzing sound, such as that made by a swiftly passing object  or a taut vibrating string. The Zing thing was popularized by Gold Spot  the soft drink marketed by Parle  Industries. Zing became synonymous  with the youthfulness and excitement.

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