Above The Fold – The portion of a web page that is visible without having to scroll down.
Account Management – The process utilized by an agency to manage the needs of a client account, project or program.
Accredited Programs – A specific study that is assessed through an independent organization or company in the process of achieving a qualification or degree.
Ad Agency – A business that creates and produces advertisement to call consumers’ attention for a clients’ products or services.
Ad Space – The area or space on a web page that is available for advertising.
Added Value – The increase in the value that a product or service receives from the effort of factor inputs or particular activity – in terms of marketing this could result from elements like design or packaging.
Advertising – Promoting a particular product or service by drawing public attention by use of any number of media including, but not limited to: web, television, radio, print, signage, communications, video, audio, etc.
Advertising Agency – A business that designs and produces advertising media to promote a client product or service across any number of media.
Advertising Network – A network that represents multiple websites in selling advertising, allowing purchasers of advertising access to a broad number of audiences through various forms of targeting and pricing options.
Advertorial – An editorial advertisement that appears in an article of some kind, usually news or editorial in nature.
Advocacy Advertising – This is advertising that is based on a particular issue or institution, such as efforts used by advocacy groups to promote finding a cure for breast cancer.
Adware – Free software which has advertising embedded within such as ‘Banner Advertising’ or ‘Pop-up’ advertising.
Affiliate Marketing – A form of marketing used to market products through an online network of advertisers used to promote products and services of the companies that produce them.
Affinity Marketing – Marketing that is targeted towards consumers that share common interests and products associated with those interests. E.g. marketing to culinary enthusiasts through mobile campaigns, websites and magazines.
After Sales Services – Services received after purchased good or service has been paid for and delivered.
AIDA – Attention, interest, desire and action – a model describing the process through which advertising is intended to operate within the mind of a potential or prospective consumer.
ALT Text – An HTML attribute that provides alternative text when non-textual elements cannot be displayed.
Ambient Media – Media or communications that are somewhat ubiquitous, from gas pump advertising, paintings or banners on buildings, logos on tickets or even tags in clothing. Also known as fringe media.
Ambush Marketing – Attempts of advertisers to be associated with a particular event without sponsoring it – such as Super Bowl advertising without being a sponsor.
Animated GIF – A graphic in a GIF file format that creates an effect of animation by rotating through a series of non-moving images.
Annual Report – Also refered to as a 10K, it is a financial summary of a business’s business practices over the course of a year.
Application Service Provider – A provider of applications or services that are distributed through a network to customers who pay for the service in smaller payments over time vs. a set, fixed price.
B2B – Business-to-business: When one business markets and sells its products or services to another business.
B2C – Business-to-consumer: When a business markets and sells its products to consumers.
Banner Ad – An ad that is promoted in marketing programs such as Google AdWords that is displayed across a variety of targeted websites with the express purposes of advertising.
Banner Adverts – Adverts on web sites used to build brand awareness or drive traffic to advertisers own website.
Below the Line – Non-media promotion when no commission has been paid to an agency. Examples of this type of media include direct mail, point of sale, sweepstakes, etc.
Blog – An internet publishing platform for information used by individuals, groups, organizations and companies. Blog comes from “Web Log”.
Bluetooth – Short range communication protocol between wireless devices.
Bookmark – A link that is stored in a web browser for future reference.
Brand – The product or service identification by a combination of symbol, design, name or word with expectations of a certain experience or promise that is evoked in the mind of the audience.
Brand Building – Developing a brand’s standing or image with a view to creating long-term benefits for the brand and its promise of value to its consuming public.
Brand Extension – Process by which a company develops new products to be marketed under an existing brand name.
Brand Identity – A unique set of images and ideas that represent what a particular brand stands for and imply a potential promise to customers. Brand Identity refers to the strategic goal for a brand; while “brand image” is what currently resides in the minds of consumers.
Brand Management – The process by which Placements Media attempts to optimize the ‘Marketing Mix’ for a specific brand.
Branding – A marketing process that identifies products and their core and differentiates them from competitor products.
Business Plan – A strategic document showing vision, focus, forecasts and direction of a company.
Business Strategy – The means by which Placements Media works towards achieving its clients’ desired goals.
Business to Business (B2B) – Relating to the sale of a product or service for any use other than individual consumption. The buyer may be a manufacturer, a reseller, a government body, a non-profit institution, or any organization other than the final consumer.
Business to Consumer (B2C) – Relating to the sale of product for personal consumption. The buyer may be an individual, family, group or organization, buying to use the product themselves, or for end use by another consumer.
Buying Behavior – The process that buyers go through when deciding whether or not to make a purchase of goods or services. Buying behavior can be influenced by a variety of external factors and motivations, including marketing activity, offline and online advertising, word of mouth and social media.
Buzz – Buzz marketing uses ‘word-of-mouth’ or social media advertising like Facebook, Twitter, Foursquare, Yelp and others.
Caching – The storage of web files for later use at a point more quickly accessed by a browser or by the end user.
Campaign – The focus of Placement Media’s marketing activity. The advertising and promotion done during a given period of time.
Cascading Style Sheets (CSS) – A data format used to separate style from overall structure on web pages.
Catalog – A book or pamphlet containing an enumeration of things. E.g. Product catalogs are a great way to keep your brand identity in front of existing customers.
Category Management – Products are grouped and managed by strategic business unit categories. These are defined by how consumers views goods rather than by how they look to the seller, e.g. coffee could be part of either a ‘food’ or ‘gifts’ category, and marketed depending on the category into which it is sold within.
Cause Related Marketing – Partnership between a company or brand and a charity or cause through which the charity benefits either through publicity, donations or product/service sales.
CD ROM – Literally, Compact Disk Read Only Memory. Also referred to as a storage media holding up to about 700Mb of data and programs which can be read into the computer but not updated.
Channels – The methods used by a company to sell or interact with its consumers.
Click Through – The process of clicking on an online advertisement that leads to arriving at the advertiser’s destination.
Click Through Rate – The number of clicks divided by the number of impressions of an online advertisement.
Commercial – A text, audio, video or multi-media advertising announcement, usually presented online, on television, on radio or in a movie theater.
Communication – Interaction through words, letters, or messages. E.g. A dynamic web site can facilitate two-way communication between your company and your prospects.
Comparative Advertising – Advertising which compares a company’s product with a competing brand. We like to think there is no competition relative to Placements Media.
Competitive Advantage – The product, value proposition, benefit or capability that puts a company ahead of its competitors.
Competitors – Companies that sell products or services in the same market place as one another. Remember Placements Media is competitor-less.
Concept – The general idea behind a marketing program, campaign or strategy. The underlying creative concept is the “Big Idea” that drives results.
Consumer Behavior – The buying habits and usage patterns of consumers in the acquisition and usage of products and services.
Consumer Products – Products produced for and purchased by both households and end customers.
Conversion Rate – The percentage of visitors who take a desired action such as making a purchase, signing up for a service or registering as a lead.
Cookie – Information stored on a user’s computer by a website so preferences and informational data such as login time, length of time and purchase amount are remembered on future requests.
Copy Writing – Creative process by which written content is prepared for web pages, email campaigns, advertisements or marketing materials.
Copyright – The law that protects an author’s original material, for a length of time after the author’s death. Similar laws cover logos and brand names. Protection depends on use in commerce and other factors.
Corporate Identity – The character and concept a company seeks to establish for itself in the mind of the public, reinforced by consistent use of logos, colors, typefaces/fonts and so on.
Corporate Reputation – A complex mix of characteristics, such as ethos, identity and image, that go to make up a company’s public personality. Corporate reputation hinges on investor confidence although it is starting to blend with brand reputation, which is contingent on customer confidence and reflected in sales.
Corporate Strategy – The policies of a company that govern its choice of businesses, customer groups and how to approach the marketplace.
Cost Leadership – The strategy of producing or selling goods at a lower cost than one’s competitors.
Cost Per Action (CPA) – Online advertising model in which payment is based solely on customer actions such as sales or registrations.
Cost Per Click (CPC) – The cost or cost-equivalent that is paid for every click for an online advertising campaign.
Cost Per Thousand (CPM) – Cost per thousand impressions that are used in online marketing.
Creative – The material generated in developing advertising or concept material in web design, print, online, radio or television.
Culture – A company’s overall social and professional norms reflected in aims such as the maximization of customer satisfaction.
Consumer – A person or company who purchases goods or services (not necessarily the end ‘consumer’).
Customer Acquisition Cost – The cost associated with adding a new customer.
Customer Lifetime Value (CLV) – The profitability of customers during the lifetime of the relationship with the selling company, as opposed to the profitability on a single transaction.
Customer Loyalty – The feelings or attitudes that drive consumers to purchase a product or service on a repetitive basis over time.
Customer Relationship Management (CRM) – The management of contacts and interactions with customers over time. This term is often used specifically in terms of IT, but should not be limited to IT alone.
Customer Satisfaction – The utilization of goods or services which fulfill the customer’s expectations in terms of quality, experience and service, in relation to price paid.
DAGMAR – Defining Advertising Goals for Measured Advertising Response.
Database – A collection of organized information in which a computer can easily display and select different fields of data. Can be flat file or relational in nature.
Database Marketing – Customer data, stored in a database, that is utilized for targeting marketing activities. Information can be a mixture of what is learned from previous interactions, from outside sources or from public sources.
Demand – The request for a product at the market price. Supply is the quantity available, also at that market price.
Demographic Data – Information describing and segmenting a population in terms of geography, age, sex, households, income and other factors, which can be used for targeting in marketing.
Differentiation – Ensuring that products and services have unique characteristics to allow them to be separated from other competitors through features and benefits.
DINKY – Stands for “Double Income No Kids Yet”, a common demographic grouping.
Direct Mail – A form of advertising in which printed material is mailed directly to the prospective consumer.
Direct Marketing – All activities which make it possible to offer goods or services to a portion of the population by television, email, postal mail other direct means.
Direct Response Advertising (DRA) – Advertising incorporating a contact method such as a phone number, address and inquiry form, web site identifier or email address. The end goal to have an order placed by a consumer.
Diversification – Creating a portfolio of goods or services produced by an individual enterprise or conglomerate. It may be encouraged, either by business owners or by governments, in the interest of minimizing exposure to market demand, outside shocks or other economic factors.
Direct Response Television (DRTV) – A medium of selling products through direct-to-consumer television advertising
DVD – Digital Versatile Disk: A high-density storage method similar to CD-ROM, but capable of storing significantly more data.
Dynamic Web Page – A web page that responds to user requests and gathers information from them. Often, dynamic web pages will pull data from a database and relay information that the customer is searching for.
Ebusiness – Conducting of business on the internet or an entity that transacts business on the internet. It includes buying and selling of goods or services in addition to servicing customers and working with business associates or partners.
Ecommerce – The buying and selling of products and services over the internet. Amazon, office supply stores and travel sites are some of the largest ecommerce entities on the web today.
eLearning – Any form of online learning involving websites, videos, webinars or other online media. Can take place on YouTube, through webinars on GoToMeeting or other formats.
Emarketing – Marketing that occurs over the web in any electronic format, including but not limited to banners, email, web pages, landing pages, video or pop-up ads, among others.
Efficient Consumer Response (ECRU) – Likely maximizes customer response by having the right product and the right time and the right place.
Electronic Point of Sale (EPOS) – A system whereby electronic kiosks are used to process customer transactions within a retail establishment.
Emotional Selling Point (ESP) – The specific associations established by either marketers or consumers with particular products or services.
Endorsement – Affirmation from a celebrity, expert or other consumer that a product or service delivers on its value proposition.
Ethical Marketing – Marketing that takes account of the moral dimensions in bringing a product or service to market. We like to think of ourselves as ethical marketers.
Experience Curve – The plotted relationship between the number of items produced and the cost per unit over time. The relationship that usually develops is a declining cost of production over time, partly attributed to experience.
External Analysis – The study of an external marketing environment, including elements such as consumers, competitors, and social changes/developments.
Favicon – A small graphical element used to identify websites used in browsers.
Feature Article – A special or prominent article in an online newspaper, blog, print newspaper or magazine.
Field Marketing – The practice of sending company personnel to retail outlets with an aim to build brand and supporting sales. The goal is to audit in-store promotions, point of sale displays, and ensure that products are displayed to best advantage.
First Mover Advantage – A sometimes significant advantage gained by the first large brand or company to move into a market.
FMCG – Fast Moving Consumer Goods: Examples include consumer packaged goods, beverages, toiletries, and alcohol.
Focus Groups – A tool for market research where groups of consumers are invited to take part in guided discourse on the brand, product or company being researched.
Forecasting – The process used in calculating likely sales or revenues of companies over time, often times using historical, present and estimated data for the company’s future.
Four P’s – Product, Place, Promotion and Price. Developed by a leading marketer at Kellogg School of Business.
Frequency Cap – A pre-defined restriction on the number of times a unique visitor is shown a specific advertisement.
Geodemographics – A marketing method utilizing geographic and demographic data.
Graphic Design – The method through which graphic or visual elements and text are combined to communicate an idea or concept.
Grey Market – Also referred as a silver market, usually defines demographics over the age of 65.
Grey Marketing – The illegal sale of imported products that have copied a holder of a trademark, patent or copyright in the country of sale.
Guarantees and Warranties – Legal agreements committing a company uses to replace or repair faulty goods or services.
Guerrilla Marketing – The strategy of targeting small, often times grassroots customer groups that larger companies will not take on due to inefficiencies of scale.
Headline – A title that draws a reader into an article or advertisement.
Hit – A request for a file or information from a web server.
Home Page – The initial page a customer visits upon entering a URL for a company’s website.
Hosting – A method by which the data, information and database that support a website are stored on a server and connected to the internet to allow the website to be seen by consumers.
HTML – Hyper Text Markup Language. The programming language that began with creating websites. HTML5 is a variation of HTML.
Java – A language created by Sun Microsystems that allows cross platform development.
Keyword – A term used in search engine marketing to define a specific idea or topic a customer is searching for.
Keyword Buying – Advertisers pay for links to their websites to appear on internet search engines alongside organic search results, sometimes called “sponsored links,” and are displayed based on the keyword entered by the consumer.
Keyword Density – The measurement of keywords as a percentage of total text words on a particular web page, document, blog or website.
Keyword Marketing – Putting your message in front of consumers who are utilizing search engines and particular keywords and key phrases.
Keyword Meta Tag – A meta tag used to help define the content and specific information on a given web page.
Knowledge Management – Obtaining, organizing and distributing information in a form that lends itself to marketing and other applications. Knowledge management often relies on information technology to facilitate the storage and retrieval of this information and can also be about keeping tribal knowledge of a corporation alive through communication, groups, shared documents or databases.
Lead Management – The act of collecting information on leads for a company and keeping it readily available for sales and marketing purposes.
Leads – People or organizations you often know very little or nothing about besides interest from a sign up or other sales generation device.
Link Popularity – A measure of the quantity and quality of sites that link to a given website.
Link Text – Text that is associated with a hyperlink for text.
Log File – A file that keeps information about sessions.
Logo – An identifying symbol used to advertise or promote a brand, event, product or service. Usually, such symbols combine graphic and textual elements in a unique manner. When logos consist solely of stylized textual elements they are referred to as logotypes or wordmarks.
Manual Submission – Adding a URL to the search engines by typing directly into the browser.
MarCom – Literally stands for marketing communications. This includes web development, advertising, public relations, signage, point-of-purchase, print collateral, direct mail, logo design, packaging design – anything that helps drive the brand forward in the market place through awareness is driven by marketing communications.
Market Challenger – A company trying to gain market share through its marketing program.
Market Development – The process of growing sales by offering existing products to new customer groups or by penetrating a market with new products, product extensions or other market drivers.
Market Entry – The launch of a new product into a marketplace. Differing strategies are required if the product is an early, mid or even late-stage entrant to the market. First market entrants enjoy first mover advantage, while later entrants need to demonstrate proficiency of their products through better features, cheaper costs and other benefits.
Market Follower – A firm that follows leaders in a market without confronting them directly, perhaps taking advantage of opportunities such as market awareness, market acceptance or adoption. The firm is created by leaders without a large amount of investment.
Market Research – The analysis of data relating to companies or consumers. In general it focuses on research that eventually leads to greater market information and more efficient decision making.
Market Segmentation – The division of the market into subgroups or subsections, with each illustrated with particular likes and requiring a specific marketing mix to effectively sell to.
Market Share – An individual company’s percentage share or sales of a given product or set of products to a specific set of consumers for that particular product category or categories.
Marketing – Marketing is the process responsible for measuring, anticipating and meeting customer requirements profitably.
Marketing Acronyms – Any idea or concept that is summarized through letters. See FMCG or DINKY as examples.
Marketing Audit – Review and analysis of an organization’s existing marketing process and structure to ascertain its effectiveness.
Marketing Communications – Marketing communications include web development, advertising, public relations, signage, point-of-purchase, print collateral, direct mail, logo design, packaging design – anything that helps drive the brand forward in the market place through awareness and communication.
Marketing Information – Any details used or needed to support marketing decisions. Marketing information is often collected through a variety of resources including the internet, public and private databases, among other areas.
Marketing Metrics – Measurements that assist with the quantifying marketing performance, and include measurements such as market share, advertising spend, response rates, CTRs, and conversions that are generated from advertising and direct marketing.
Marketing Myopia – Lack of vision on the part of companies, in particular not spotting customers’ desires through excess focus on other areas such as operations, research and development or a particular financial structure. The term comes from the title of a boundary-breaking article by Theodore Levitt that was published in the 1960 Harvard Business Review.
Marketing Plan – An in-depth document describing all efforts involved in attaining a particular marketing goal for an organization within a specified time and cost allocation.
Marketing Planning – The determination and ordering of marketing actions to support the organization’s selected plan and goals.
Marketing Research – The process of putting together and analyzing data related to companies or consumers. In general it focuses on research activity that eventually leads to greater market information and more efficient decision making.
Marketing Strategy – The set of goals which a company dedicates itself to in order to achieve its profitability and revenue targets.
Measurement – See Marketing Metrics.
Media – Any form of communication set up to transmit a marketing idea or concept. Media can include videos, text ads, banners, landing pages, websites, films, advertisements, billboards and more.
Media Neutral Planning – A consumer-centric review of options during communications development based on detailed review and objective analysis, does not include desires or leanings.
Merchant Account – An agreement with a financial institution that allows companies to be enabled to accept credit cards.
Meta Tags – HTML source code that is coded to detail and describe elements about a web page. Meta tags include title tags, keyword tags and description tags.
Meta Search Engine – A search engine that shows results from multiple search engines.
Mission Statement – A summary of a company’s business focus and market approach.
MMS – Defined as Multimedia Message Service. This includes graphic, video, text and sound messages sent by mobile devices, or other compatible technologies, over a network without wires.
Modular Training – A program for trainees that is studied over a specified period of time, delivered in modules that are linked together through educational material, course sequence and/or timing.
Mood Board – An illustration that is used to represent the dynamic or feel of a potential advertising campaign or specific advertisement. The goal is to research a consumer’s relationship with a particular product or brand.
Multi Media – See Multimedia.
Multimedia – Communicated information relayed in more than one method of transmission, such as sky writing, loudspeakers, text, audio, video, graphics, images or other. Example: Contact us to view our multimedia corporate presentation.
Navigation – The method by which you get around the web and particular websites. Menus, links, images and other graphical elements (in addition to text) can serve as part of finding one’s way around the web.
Network – A combination of servers that provide a communication mechanism by which information is transferred or shared.
Neuromarketing – A research method that reveals how customers respond to brands and their respective advertising. During this process the brain is measured using functional Magnetic Resonance Imaging to record conscious and subconscious brain patterns’ relationships to media, services, products or brands.
New Product Development (NPD) – The process of creating new products, from concept to stage processes to launch.
News Release – Usually written, although they can be in video or other formats, news releases are the primary method for disseminating information to the media.
Niche Marketing – The process of marketing to small, individual consumer segments for growing brands in the marketplace.
Objectives – The goals defined by a company for a given time period and a set amount of resources.
Off The Shelf – Products or programs that are ready to use and assume the needs and functions that consumers are demanding.
OINK – One income, no kids. A demographic grouping.
Online Learning – Courses that are delivered over the internet at pre-set times or through a combination of self-driven programs and shared information.
OPAL – Older people with active lifestyles – a demographic group.
Operating System – A type of software that connects other software with hardware performance. Examples that are included are Mac OS X, and Windows 95/98/NT/2000/XP/Vista/7, among others.
Organic Growth – A company grows organically when it ploughs its profits back into the company instead of growing through mergers or acquisitions.
OS – See Operating System.
P’s – See Four P’s.
Packaging – This is the material used to protect a product during transport. Packaging also serves as a place for branding, logos and communication of a product’s features and benefits.
Page View – A request that is made to load a web page.
PANSES – Politically Active and Not Seeking Employment – a specific type of demographic grouping.
Pay Per Click (PPC) – An online advertising paradigm that is based on payments being made only when a “click” action is made a potential customer.
Pay Per Click Search Engine – A search engine that uses a bid method for rankings of advertisements. Advertisers pay a fee each time their ad is clicked.
Pay Per Lead (PPL) – An online advertising payment method that is dependent solely upon lead acquisition.
Pay Per Sale (PPS) – An online advertising payment method that is dependent solely upon the acquisition of sales. Each sale produces an amount that the advertiser must pay the sponsoring publisher.
Pay Per Result (PPR) – An online advertising payment method that is dependent solely upon results. A targeted outcome is what the advertiser pays for.
Peer To Peer (P2P) Marketing – The is a process by which consumers are encouraged to share products with one another to promote sales. Rankings, email, social networking sites are all methods by which this informations transmitted.
Personal Data – Data related to an individual that can identify that individual’s likes, dislikes, demographic and other information.
Personal Selling – Direct communication between the buyer and seller of a product or service.
Photography – The process of creating art through the capturing of light on to a photogenic reactive surface.
Physical Evidence – The physical location or evidence of a marketing campaign as evidenced through a location, product, packaging or image.
Planning – The process of creating a mapping for a project or company activity.
Podcast – The broadcasting of files to iPods or other similar multimedia devices. Individuals seeing podcasts can use devices, tablets or computers to view them.
Point of Purchase – Location where buyer and seller are both present at the time of a sale of a product.
Point of Sale (POS) – The place, most often within a retail location, where the customer will choose to make a purchase.
Pop Under – Auto-generated web advertisement that is launched under a web page. See ‘Pop Up’.
Pop Under Ad – An advertisement that appears underneath another page that is usually auto-generated.
Pop Up – An auto-generated web advertisement that is launched over a web page. See ‘Pop Under’.
Pop Up Ad – An advertisement that appears over another page that is usually auto-generated.
Portal – A website of a combination of often used offerings and that serves as an entry area and frequent path to the web or a niche area of the web.
Porter’s Five Forces – An academic and applied strategic model by Michael Porter which defines the five forces that businesses and industries are pressured by and include: Buyers, Suppliers, Substitutes, New Entrants and Rivals.
Portfolio – The group of products and services that a company chooses to bring to market.
Portfolio Analysis – Portfolio analysis is the process by which a company reviews its suite of products or services on the basis of profitability and potential for continued or new success. This process often leads to trimming the portfolio and developing new opportunities.
POS – See Point of Sale.
Positioning – The creation of positioning for a product or service in the minds of consumers, with relation to the specific product and its competition.
Public Relations (PR) – A strategic communication process that builds mutually beneficial relationships between organizations and their public.
Press Release – A public relations (PR) announcement about a company’s reputation or activities to the general public distributed through primary or other media channels.
Product Launch – The launching of a new product and its promotions into the marketplace.
Product Lifecycle – A concept describing how a product takes on a process from inception to mid-life to eventual decline.
Product Placement – The use of a product, brand or service in radio, video, or television shows that is not explicitly advertised but is used in the program itself, although there are variations. There are laws surrounding how products and services can be marketed using this methodology.
Professional Marketing Standards – Strict guidelines set internally, and by marketing governing agencies such as the DMA, that guide and drive how a company conducts itself in the aim of marketing its products.
Programming – The process through which computers are given commands to execute various tasks through coding.
Promotion – An organized sales effort for a service (or product) to spur on purchase and consumption. Social media, flash sales, innovative couponing, events and advertising are all used to make this happen.
Promotion Mix – The individual parts that make up marketing programs that often include social media, search engine marketing, direct-to-consumer marketing, advertising, banners, radio, television and other communication tools and vehicles.
PR – See Public Relations.
Publicity – A form of public relations that communicates ideas about a product, service, or idea in the media through blogs, news sites, newspapers, television and other media.
Pull Promotion – A pull promotion, as opposed to a push promotion, is based on bringing consumers to purchase a product or service through paid search, social media or other form of advertising to “pull” them towards making the purchase.
Push Promotion – Push promotions are dependent on supplier or supply chain sales tactics such as price lowering, point of sale displays or other forms of capturing the consumer through direct offers.
Qualified Leads – Organizations or individuals that meet certain basic requirements that you need to learn more about before being able to make a sale.
Qualitative Research – Marketing research that requires subjective feedback from surveys, focus groups and other information collecting devices that result in findings that can be strategic or directional in nature and often lead to a competitive advantage. Compare to Quantitative Research.
Quantitative Research – Marketing research that depends on quantitative measures taken through methods such as polls, survey or other instruments. Findings can be scored as statistically relevant and lead to results that change elements such as positioning, pricing and promotions. Contrast with Qualitative Research.
Sales Promotion – A variety or executional strategies aimed at enticing the consumer to complete a purchase. Sales promotions may include pricing changes, couponing, warranties, free gift with purchase, sweepstakes, demonstrations with discount, trial periods and other methods.
Sampling – A small or subset population group that is used to statistically represent what is going on in the population at large. The research from this ia often quantitative in nature and can result in statistically significant recommendations.
Screening – An evaluative process used to test a product or marketing mix for potential effectiveness in the marketplace.
Search Engine – Computer programming methods used in searching databases and the Internet to find records that match the user’s request.
Search Engine Compatibility – The process of designing a website so that a search engine can easily ascertain the website’s focus, theme and subject matter.
Search Engine Marketing – Employing techniques that influence search engines to better position a website within their rankings.
Search Engine Optimization – The process of updating meta information, programming code and choosing relevant keywords related to a website to ensures that the site ranks successfully when those keywords are requested on search engines.
Search Engine Ranking – A term describing the end result of a search performed in a search engine. Search terms like “best marketing product” are sought to be the best ranking term for a given website.
Segmentation – See Market Segmentation
Self Serve Advertising – Advertising that can be purchased without the assistance of a sales representative.
Seminars – Often, one-day or timed events that are used to convey information on a given subject.
Sensitive Data – Demographic information pertaining to a person’s race or ethnic group, political leaning, religious or spiritual beliefs, union, health, sexual preference or other areas generally regarded as personal.
Shareholder Value – The value of a company from perspective of the shareholders. Maximizing this value is the goal of many corporations.
Shopping Cart – A database system that utilizes cookie technology to record financial transactions on the web.
Signage – Any instrument providing identification, advertising, or market information about products, events and companies.
Site Search – Search capabilities that are specific to a single website.
Skimming – Setting prices high when introducing a product to the marketplace so that profits are maximized at each price point before competition enters the market and forces increasing pricing pressures.
SINBAD – Single Income, No Boyfriend and Absolutely Desperate – a demographic grouping.
SMS – Short Message Service. Text messages sent by mobile devices, or other compatible devices, over a wireless network.
Solutions – Statements and ideas which solve a current problem or challenge within a corporation.
SPAM – Unsolicited email messages that are received in one’s inbox. They are often mass produced and can be screened for using text, IP address or other filters.
Splash Page – A page used for branding, often used before entering the home page of a website.
Sponsorship – An association between an advertising entity through a product or service and a cause, event or organization that is being supported in exchange for advertising.
SSL – Secure Socket Layer. Usually has supporting encryption at 256-bit or higher that protects information, usually financial, when in transit from one location to another.
Static Web Page – A non-interactive web page.
Supply Chain – A network of manufacturers, suppliers and distributors used in getting products from the production floor to store shelves.
SWOT Analysis – Strengths, Weaknesses, Opportunities and Threats. A form of strategic analysis used in assessing a product or service’s viability in the marketplace.
Target Audience – A group of consumers that are expected to purchase a particular product or service.
Targeting – The act of using market segmentation to focus on selling to a specific group with in the population.
Telecommuting – Working with others in a satellite office through the use of the internet, phones, Skype and other methods to reach results within a corporation.
Telemarketing – The marketing of a product or service through the use of a phone.
Test Marketing – Making samples of a product available to subsets of the population to forecast its acceptance into the marketplace.
Text Ad – Website marketing using text-based advertisements.
Text Link Exchange – An arrangement wherein participating websites display text links in exchange for links of theirs on other sites, it is a reciprocal agreement that can benefit both websites for advertising, rankings and associations.
TINKIE – Two Incomes, Nanny and Kids – a demographic grouping.
Title Tag – HTML tag used to denote the text in the upper most line of a web browser, also used by search engines for the title of their individual search listings.
Trade Journal – A journal that publishes information about a particular topic or specialty in industry.
Trade Show – A showing of products based on an organizational idea or theme, where originators of the product meet to demonstrate their products to possible consumers.
Training Course – A course meant to enhance the working capabilities of its course members.
Training Qualification – Any certification or accomplishment, particularly in sales or marketing, whereby an individual has completed work towards a given area of expertise.
Tweens or Tweenagers – 7 to 12 year olds.
Unique Selling Proposition – The benefit that a product or service can only offer to its customer base – the basis and foundation for successful product or service innovation.
Unique Visitor – A user that has visited a website (or part of a website) at least once during a specified period.
Unmentionables – Types of products that are too “sensitive” to discuss in “regular” contexts and include items such as tampons, condoms and adult diapers, among others.
URL – Uniform resource locator. Also known informally as a web address.
Value Added – The increase in the value that a product or service receives from the effort of factor inputs or particular activity – in terms of marketing this could result from elements like design or packaging.
Value Proposition – The set of qualities of a product or service that add value to a consumer’s way of life.
Vertical Banner – A banner that is taller than it is wide.
Viral Marketing – A brand message that relies on word of mouth to spread rapidly from just a few touch points, such as a Tweet on Twitter, a post on Facebook or a stumble on StumbleUpon. Common methods include social media, email, video, text messages and more that individuals use to communicate to one another.
Vision – The long-term, overarching ideas that govern a company’s mission.
VOIP – Voice Over Internet Protocol. Technology that allows a user to communicate over a public switched telephone network using technology such as Skype, Google Voice and others.
Volunteer Directory – A web directory mostly staffed by volunteer, unpaid editors.
WAP – Wireless Application Protocol. A common use is the application of micro browsers for wireless internet access.
Web Browser – An application that enables users for browsing the web.
Web Design – The combination of visual, graphic and text elements to generate usable web features, pages, websites and other marketing or data-enabled tools.
Web Developer – A person or company that specializes in the creation of websites.
Web Directory – An organized grouping of web addresses for use by visitors.
Web Hosting – The practice of storing, connecting, and providing of services necessary to serve files for a website.
Web Site – A collection of web pages that are viewable on the world wide web.
Weblogs – An online publishing channel that individuals or companies can use to communicate with their audience. Plural of blog.
Website – A collection of web pages that are viewable on the world wide web.
Website Stickiness – The amount of time users spend on a given website.
Website Traffic – The amount of visitors and visits that are hosted by a website.
Website Usability – The degree and ease of use that users have when surfing a website.
White Goods – The name given to large appliances such as refrigerators, wash and dryers and dishwashers. The name stems from the white enamel often used in their production.
White Space – Areas in leadership where there is intentional ambiguity to allow entrepreneurial success to take place.
WI-FI – Wireless connectivity standards that allow computers to use a LAN (Local Area Network) to access the web through a wireless connection.
WiMAX – Worldwide Interoperability for Microwave Access. Technology that delivers broadband accessibility over 6 mile distances or less. It is an alternative to broadband access via a fixed line local loop.
WOOF – Well Off Older Folk – a demographic grouping.
Word of Mouth – The action of one individual communicating with another via social network channels, email, telephone or other communication about an idea, product or service.
Workshops – A training session that involves working collaboratively and interactively as part of the learning process.
YAPPIES – Young Affluent Parents – a demographic grouping.
Youth Market – Young consumers that make up a particular market. Typically, the term specifies ages 16 to 24. However, it can skew younger and range to up to under 35 years of age.
YUPPIE – Young Urban Professional – a demographic grouping.