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| MALL INTERCEPT: |
| a market research technique in which researchers interview customers in a store or public location; a one-on-one interview. |
| MARKETING: |
| the process of developing, promoting, selling, and distributing a product or service. |
| MARKETING AESTHETICS: |
| the principles of perception used to enhance the feelings or experiences of an audience. |
| MARKET PENETRATION: |
| the market share of a product, service, or company compared to others in the category. |
| MARKET POSITION: |
| the ranking of a product, service, or company within a category, sometimes calculated as market share multiplied by share of mind. |
| MARKET SHARE: |
| the percentage of total shares in a given category, usually expressed in the number of units sold or the value of units sold. |
| MASTER BRAND: |
| the dominant brand in a line or across a business, such as Pepperidge Farm or Sony, to which subbrands can be added; a parent brand. |
| MEDIA: |
| the channels through which brand messages are delivered, such as television, printed publications, direct mail, the Internet, and outdoor posters. |
| MEDIA ADVERTISING: |
| one-way messages designed to sell, persuade, or create awareness of a brand through public communication channels. |
| MEME: |
| an idea that self-reproduces like a virus; a unit of social currency, such as "Where's the beef?" or "Sweet!" |
| MENTAL MODEL: |
| a conceptual image of an experience, environment, process or system that provides better understanding or predictive value. |
| MESSAGE ARCHITECTURE: |
| the formal relationships among brand communications. |
| METATEAM: |
| a large team made up of smaller specialist teams; an IMT or virtual agency. |
| MISSION STATEMENT: |
| a concise statement of the purpose or aspirations of an organization. |
| MORPHEME: |
| the smallest unit of language that has meaning, often used by naming specialists to assemble coined words, or neologisms. |
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