Glossary of Terms

Advertising – Any communication that is paid for, from television commercials, radio and Internet ads to print media and billboards.
Advertorial – An advertisement written in the form of an objective opinion editorial and presented in a printed publication. Usually designed to look like a legitimate and independent news story.
Back Links – A link coming from another website back to your own, also called inward or inbound links.
Blog A Web site containing the writer's or group of writers' own experiences, observations, opinions, etc., and often having images and links to other Web sites.
Brand – A name, term, sign, symbol or design, or a combination; intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Brand Experience – The experiential aspect of branding; consists of the sum of all points of contact with the brand that is experienced by a potential customer.
Brand Image – The psychological aspect of branding; a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
Brand Management – The art of creating and maintaining a brand throughout all aspects of its use and presentation to the public.
Brand Recognition - A brand which is widely known in the marketplace and easily identifiable.
Call-to-Action – An advertising and marketing concept, that requests the consumer to ‘do something’— often the next step that a consumer could take toward the purchase of a product or service.
CMYK – (Cyan, Magenta, Yellow, Key (Black)). Color model used for printed materials.
Content Management System – Designed to simplify the publication of web content to websites, in particular, allowing content creators to submit content without requiring technical knowledge of HTML or the uploading of files.
Control Piece – The version of a direct mail piece that got the highest response rate at the highest profit per order in previous mailings.
Corporate Mission Statement – A definition of what the organization is; of what it does: "Our business is …”.
Corporate Vision – A short and inspiring statement of what your organization intends to become and to achieve at some point in the future.
Customer Relationship Management (CRM) – Strategy for managing and nurturing a company’s interactions with clients and sales prospects. Involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also for marketing, customer service and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Our favorite: Chic Works!
Demographics - The characteristics of a population including: sex, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and/or location.
Direct Marketing - Attempts to send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. And is focused on driving a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
Distribution Channel – The path or pipeline through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the vendor). Can be as short as being direct from the vendor to the consumer or may include several inter-connected intermediaries such as wholesalers, distributors, agents, retailers.
Domain Name - An identification label that defines a realm of administrative autonomy, authority, or control in the Internet. An important purpose of domain names is to provide easily recognizable and memorize-able names.
Doorway/Gateway pages – Are web pages that are created for spamdexing, this is, for spamming the index of a search engine by inserting results for particular phrases with the purpose of sending visitors to a different page.
Editorial Calendar – Shows the major editorial features planned for forthcoming issues of a newspaper, magazine, and similar. It is used by the advertising sales function of the publication to attract advertisers.
Flash – Flash elements are the moving parts of websites; commonly used to create animation, advertisements and various web pages.
Focus Group – a form of qualitative research where a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, etc.
GIF – A file format for graphics on computers. GIF is used (instead of JPG) for images with only a few distinct colors (i.e. line drawings, black and white images, and small text).
Hyperlink – A hyperlink (also referred to as a link) is a reference on a web page that references some other place on the same page or somewhere else on the Internet. If text is "clickable" that means it is a hyperlink. You can identify a hyperlink in a number of ways but the easiest way is to move your mouse pointer over the top of a picture or word and if your mouse cursor change to look like a small hand then the item you are looking at, is a link and you can click it.
Integrated Marketing Approach– An integration of all marketing tools, approaches, and resources within a company’s marketing efforts in order to maximize the effectiveness in consumers’ minds.
Internet Traffic – The volume of people who browse your website.
Invisible Text – Textual content which your visitors cannot see, but which is still readable by the search engines.
JPG or JPEG – A file format for images on computers. JPG is a compression technique that is designed to compress color and is best suited for photographs and complex graphics with multiple colors (i.e. logos).
Keyword Rich- When a given page or part of text is full of good keywords that helps for higher ranking of the page in search engines.
Landing Page – (Also known as a lead capture page), is the page that appears when a potential customer clicks on an advertisement. The page will usually display sales copy that is a logical extension of the advertisement or link.
Link Exchange - (Also known as Reciprocal Link Exchange) is the practice of exchanging links with other related websites to improve visibility in search engines and increase page rank.
Logo – A symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc.
Market Segment – Pertains to the division of a market of consumers into persons with similar needs and wants. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts.
Market Share – The percentage or proportion of the total available market or market segment that is being serviced by a company. It can be expressed as a company's sales revenue (from that market) divided by the total sales revenue available in that market
Marketing – Everything that you do to place your product or service in the hands of potential customers. It is the strategy for allocating resources (time and money) in order to achieve objectives (a profit for supplying a product or service).
Marketing Audit – A fundamental part of the marketing planning process that considers both internal and external influences on marketing planning, as well as a review of the plan itself. The aim is to identify those existing (external and internal) factors which will have a significant impact on the future plans of the company.
Marketing Collateral – The collection of media used to support the sales of a product or service (i.e. tri-fold brochures, folder brochures).
Marketing Goals – Should be in line with overall business goals. Marketing Goals will most likely deal with several different elements of your business, including but not limited to: increased sales, awareness of your business, visitors to your website, decreased churn. Goals can be achieved through implemented marketing strategies.
Marketing Mix – A general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The use and specification of the 'four Ps' describing the strategy position of a product in the marketplace. A set of controllable, tactical marketing tools that work together to achieve a company's objectives.
Marketing Plan – A written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line.
Marketing Research – Conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment, attain information from suppliers, etc.
Media Calendar – A calendar created to show all media (print advertisements, online marketing, public relations strategies, etc.) in relation to each other and to various promotions. Helps visualize and strategize for upcoming campaigns.
Media Kit – May be anything from a basic press release about the company to an elaborate package that includes a CD/DVD about the company, slides and free samples. A magazine media kit typically includes a positioning statement, rate card, editorial calendar, circulation, etc.
Mission Statement – A formal short written statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a sense of direction and guide decision-making.
Navigation Bar - Is a place on a web page that contains hypertextlinks in order to navigate between the pages of a website. Since it usually appears on all or several pages of a website it is one of the key design-elements of websites, in terms of usability as well as visual attractiveness.
Page Rank – Numeric value that represents how important a page is on the web. Page Rank is Google's way of deciding a page's importance and matters because it’s one of the factors that determines a page's ranking in the search results.
Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked.
Penetration Pricing – The pricing technique of setting a relatively low initial entry price, often lower than the eventual market price, to attract new customers. The strategy works on the expectation that customers will switch to the new brand because of the lower price.
Pixel – A single point in a graphic image. Computer screens display pictures by dividing the display screen into thousands or millions of pixels.
Place – The location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
Point of Sales – Both a checkout counter in a shop, and the location where a transaction occurs.
Price – The amount a customer is asked to pay for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product.
Price Skimming – The pricing strategy in which a marketer sets a relatively high price for a product or service at first, then lowers the price over time.
Product - A distinct unit (tangible object or an intangible service), often within a product line that is distinguishable by size, price, appearance and/or some other attribute.
Product Lifecycle – The life of a product in the market with respect to business/commercial costs and sales measures. The product life cycle is generally considered to have four stages: 1. Introduction: a period of slow program growth as it is introduced to the target market. 2. Growth: a period of rapid market acceptance. 3. Maturity: a period of a slowdown in sales growth due to acceptance by most of the potential buyers. 4. Decline: the period when sales turn downward because the offering no longer meets the needs of the target market as it once did.
Product Line – A group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.
Product Mix – Describes the total product offerings a company has in the market including the number of different product lines and individual products sold by the company.
Promotion – Represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together.
Psychographics – Any attributes relating to personality, values, attitudes, interests, or lifestyles. Used in market segmentation as well as in advertising.
Public Relations – The practice of managing the communication between an organization and its publics. Where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.
RGB – Computer monitors emit color as RGB (Red, Green, Blue). Color model used in web-page design and HTML.
RSS – (Really Simple Syndication) is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format. An RSS document (which is called a "feed", "web feed", or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship. Web feeds benefit publishers by letting them syndicate content automatically. They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place.
Search Engine - A tool designed to search for information on the Internet (i.e. Google, Bing, Yahoo, MSN, AOL). The search results are usually presented in a list of results and are commonly called hits. The information may consist of web pages, images, information and other types of files.
Site Map - A list of pages of a web site accessible to crawlers or users. It can be either a document in any form used as a planning tool for web design, or a web page that lists the pages on a web site, typically organized in hierarchical fashion.
Social Media - Websites that allow users to share content, media, etc
Social Networking - The development of social and professional contacts; the sharing of information and services among people with a common interest.
Spiders - Software robots that "crawl" web pages, gathering information for search engine databases. Also known as search engine crawlers.
SWOT Analysis – A strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats, involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.
Target Market/Audience – The market segment which a particular product is marketed to and is often defined by age, gender and/or socio-economic grouping. Market Targeting is the process in which intended actual markets are defined, analyzed and evaluated.
URL – The address of a webpage (i.e.
Viral Marketing – Marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, brandable software, images, or even text messages.
Web 2.0 Strategies - A Web 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them. Examples of Web 2.0 include web-based communities, social-networking sites, video-sharing sites, wikis and blogs.
White Papers – An authoritative report or guide that often addresses issues and how to solve them; used to educate readers and help people make decisions. Considered a marketing or sales tool.
Word-of-mouth – Any informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word-of-mouth momentum.


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