A8 terms

• ActivationsAn activation is a live, physical or digital brand experience, such as a pop-up, a stunt, a reveal or a takeover, designed to bring a campaign idea into the...
• Ad CopywritingAd copywriting is writing the words in advertising, from a headline to a script to six words on the side of a bus, so that a stranger notices, understands...
• AdvertisingAdvertising is paid communication that puts a brand's message in front of an audience to change what they think or do.
• Advertising CampaignAn advertising campaign is a coordinated series of ads built around one idea and run across chosen channels for a set period to achieve a specific goal.
• Advertising StrategyAdvertising strategy is the plan that decides who a brand needs to reach, what it has to say to them and where that message will land, before a single ad is...
• Advertising TrafficAdvertising traffic is the crowd that shows up because you paid to put your brand in their path.
• Advocacy MarketingAdvocacy marketing is the practice of turning satisfied customers, fans and employees into people who recommend a brand in their own words.
• ATL/BTLATL and BTL are the two halves of a traditional split in advertising: above the line for mass media that builds reach, below the line for targeted activity...

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B2 terms

• BillboardA billboard is a large-format outdoor advertisement, printed or digital, placed where a lot of people will pass it and designed to be understood in a glance.
• Broad MatchBroad match is a keyword match type in paid search that lets an ad show for searches related to the keyword, not just the keyword itself.

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C9 terms

• Campaign ManagementCampaign management is the discipline of planning, running, monitoring and adjusting a marketing campaign from the brief to the wrap report.
• Cannes Lions AwardsThe Cannes Lions are the advertising industry's most prestigious awards, given each June at the International Festival of Creativity in Cannes, France.
• CommercialsA commercial is a short, paid film made to sell a product, a service or a brand, built to earn attention it was not asked for.
• CopywritingCopywriting is the craft of writing words meant to persuade: the headline, the script, the line under the logo and every sentence a brand uses to sell.
• CPA (Cost Per Action)CPA, or cost per action, is the amount an advertiser pays for each completed action a campaign produces, such as a sale, a signup or a lead.
• CPC (Cost per Click)CPC, or cost per click, is the amount an advertiser pays each time someone clicks on an ad, and the core pricing unit of paid search.
• CPMCPM is the cost of one thousand ad impressions, the standard unit for pricing and comparing reach in display, video and out-of-home advertising.
• Creative AdvertisingCreative advertising is advertising built on an idea strong enough to be noticed, felt and remembered, rather than on the media weight behind it.
• Cross PromotionCross promotion is a marketing arrangement in which two or more brands promote each other to their own audiences, extending each one's reach at little...

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D8 terms

• Data-Driven MarketingData-driven marketing is marketing in which decisions about audience, message, channel and spend are made from measured behavior rather than assumption.
• Demand GenerationDemand generation is the long-term marketing work of making people aware of a problem and interested in a brand that solves it, well before they are ready...
• DemographicsDemographics are the measurable characteristics of a population, such as age, gender, income, education and location, used to describe and target an audience.
• Digital AdvertisingDigital advertising is paid media that runs on internet-connected channels, including search, social, display, online video and connected TV, and can be...
• Direct MarketingDirect marketing is communication sent straight to individual people, by mail, email, text or phone, with a clear offer and a way to respond.
• Direct Response AdvertisingDirect response advertising is advertising designed to make the viewer act right away, by clicking, calling, signing up or buying, so that every result can...
• Display AdsDisplay ads are visual ads, such as banners, images, animations and short videos, shown in reserved spaces on websites and in apps.
• Drip CampaignA drip campaign is a series of automated messages, usually emails, sent on a schedule or in response to what a person does, to guide them toward a decision...

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E3 terms

• Email MarketingEmail marketing is sending planned, permission-based messages to a list of subscribers to build a relationship with them and move them to act.
• Email Marketing CampaignsAn email marketing campaign is a planned message or series of messages sent to a list of subscribers to inform them, build the relationship and drive an action.
• Experiential MarketingExperiential marketing is marketing that people take part in rather than watch: events, installations, pop-ups and live moments built so that an audience...

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G4 terms

• GamificationGamification is the use of game mechanics, such as points, levels, challenges, rewards and leaderboards, in products and campaigns that are not games, to...
• Google AdwordsGoogle AdWords was the original name of Google's advertising platform, which was renamed Google Ads in 2018 and is still where most paid search...
• Gross Rating Point (GRP)A gross rating point (GRP) is a unit of advertising weight equal to one percent of a target population reached once, calculated by multiplying reach by...
• Guerrilla MarketingGuerrilla marketing is unconventional, low-budget marketing that earns attention in public by surprising people rather than by buying space in front of them.

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I2 terms

• Integrated CampaignsAn integrated campaign is a marketing campaign that carries one idea consistently across every channel it runs on, from film and social to out-of-home, PR...
• Interstitial AdAn interstitial ad is a full-screen ad that appears at a natural pause in an app or website, such as between levels of a game or between pages, and covers...

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J1 term

• JingleA jingle is a short, catchy piece of music written for a brand, usually with the brand name or slogan sung in it, to make its advertising memorable.

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K1 term

• KPI AdvertisingA KPI in advertising is the number a campaign is judged by, chosen before launch, from reach and click-through rate to conversions and return on ad spend.

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L1 term

• Lead GenerationLead generation is the process of attracting people who are interested in a product or service and capturing their contact details so the business can...

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M7 terms

• MarketingMarketing is the work of understanding what people want and connecting them with a brand, product or service that offers it, through strategy, creative,...
• Marketing FunnelsA marketing funnel is a model of the stages people move through on the way to becoming customers, from first awareness to consideration, purchase and beyond.
• Marketing TrendsMarketing trends are lasting shifts in how people discover, choose and talk about brands, and in the tools, formats and channels marketers use to reach them.
• Media BuyingMedia buying is the work of purchasing advertising space and time, negotiating price and placement, and making sure ads run where, when and how they were...
• Media CostMedia cost is the price paid to place an ad in front of an audience, bought by the impression, the click, the action or at a flat rate, and tracked...
• Media PlanningMedia planning is the process of deciding where, when and how often a brand's advertising should appear to reach its audience within its budget.
• Media Planning and BuyingMedia planning and buying is the work of deciding where, when and how often a brand's advertising should run, then negotiating and purchasing that space.

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N1 term

• Native AdvertisingNative advertising is paid content designed to match the look, feel and format of the platform it appears on, such as a sponsored article on a news site or...

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O3 terms

• OOH (Out Of Home)OOH, short for out of home, is the media category for advertising people see outside their homes, including billboards, transit, street furniture,...
• OOH CampaignsAn OOH campaign is a coordinated run of out-of-home advertising, such as billboards, transit posters and digital screens, planned around one idea, one...
• Out-of-Home Advertising (OOH)Out-of-home advertising is the craft of making ads for public spaces, such as billboards, transit, street furniture and digital screens, that people see...

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P5 terms

• Paid Social CreativePaid social creative is the set of videos, images and copy made specifically to run as advertising on social platforms, built to stop the scroll and earn...
• Pay-Per-Click (PPC)Pay-per-click (PPC) is an advertising model in which the advertiser pays a fee each time someone clicks on the ad, most commonly used in search and social...
• Performance CreativePerformance creative is advertising made to be measured: ads, landing pages and variants designed, tested and replaced according to the numbers they produce.
• Product LaunchA product launch is the coordinated campaign that introduces a new product to the market, timed to a moment and built to turn first attention into first sales.
• Programmatic AdvertisingProgrammatic advertising is the automated buying and selling of ad space, where software decides in milliseconds which ad to show to which person, and at...

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R2 terms

• Radio AdvertisingRadio advertising is paid messaging delivered through sound alone, on broadcast and streaming audio, reaching people while they drive, work and listen with...
• ReachReach is the number of unique people who saw a campaign at least once, as distinct from impressions, which count every time it was shown.

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S2 terms

• Share of VoiceShare of voice is the percentage of the total advertising, coverage or conversation in a market that belongs to one brand, compared with its competitors.
• Social CampaignA social campaign is a coordinated run of content across social platforms, built around one idea and one goal, with a start, an end and a way to tell...

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T3 terms

• Target Rating Point(TRP)A Target Rating Point (TRP) measures the share of a specific target audience that an ad reached, multiplied by how many times they saw it, and it is the...
• Trade Show DesignTrade show design is the creation of booths, environments and the content inside them for exhibitions and conventions, so that a brand stands out on a...
• TV CommercialsA TV commercial is a short film, usually fifteen to sixty seconds long, made to advertise a brand, product or cause on broadcast, cable or streaming television.

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V1 term

• Viral MarketingViral marketing is marketing designed to be shared, so that people pass a brand's message to each other and it spreads far beyond the audience the...

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W1 term

• Word-of-Mouth (WoM) MarketingWord-of-mouth marketing is the practice of giving people a reason to recommend a brand to each other, so the message travels on trust instead of media spend.

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Y1 term

• YieldYield is the revenue an ad placement generates, usually expressed per thousand impressions, and it is the number publishers and media buyers use to judge...

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