results > consumer activation & womm glossary
Terms defined.
above the fold
The section of a Web page that is visible without scrolling.ad blocking
The blocking of Web advertisements, typically the image in graphical Web advertisements.ad specialty
A product (i.e. letter opener, coffee mug) carrying a logo or promotional message that helps increase awareness for a company (or product).advertising network
A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.advocate
A company's most loyal customers who usually provide very valuable word-of-mouth about the company and its products.affinity
An association or relationship (e.g. church membership) that indicates a similarity in lifestyle between individuals.affinity marketing:
Selling products and services on the basis of their established buying patterns. The offer can be communicated by email promotions, online or offline advertising.affiliate networks (affiliate programs)
Networks of firms who sell complementary products and benefit from sharing customers.agency
An independent entity that works for various clients and helps them in promoting their brand by designing and creating attention grabbing advertisements and campaigns. Also handles other promotional work for the client.algorithm
The set of rules that a search engine uses to rank the results from a search request.amplified WOM (word-of-mouth)
Occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities. Practices that amplify word of mouth activity include creating communities; developing tools that enable people to share their opinions; motivating advocates and evangelists to actively promote a product; giving advocates information that they can share; using advertising or publicity designed to create buzz or start a conversation; iIdentifying and reaching out to influential individuals and communities; researching and tracking online conversations.attributes
The features of a product that are thought to appeal to customers.audience
Homes or individuals watching, reading, seeing or listening to a given media vehicle.awareness
Movement of information about your product, service or company that has moved into a prospect's conscious mind. Often the desired objective of an advertising campaign and a principal goal of public relations.B2B
Business-to-business. Refers to a business or a website that serves and works with other businesses of a commercial nature.B2C
Business-to-consumer. Business that sells products or provides services to end-user consumers Banner Ad: the most common form of online advertising, banner ads come in a variety of standard sizes, and appear on a Web page as a box containing text, images, animation or other effects. Users who click on a banner follow a hyperlink to the advertiser's Web site.banner blindness
The tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.behavioral targeting
A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected on an individual¹s web browsing behavior such as the pages they have visited or the searches they have made to select which advertisements to be displayed to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.benefit
The satisfaction or fulfillment of needs that a customer receives from your products or services. In "My factories make cosmetics, we sell hope", hope is the benefit.blog
From "Web log." A blog is basically a journal that is available on the web. The activity of updating a blog is "blogging" and someone who keeps a blog is a "blogger².brainstorming
An idea generating process that encourages open communication and full participation while withholding any criticism. Commonly used in new product development.brand
The combination of symbols, words, or designs that differentiate one company's product from another's. Brand is also used to describe a company's family of products. A brand of coffee, for instance, might include its regular variety, as well as, its decaffeinated and instant varieties.brand awareness
The extent to which a brand or brand name is recognized by potential buyers.brand blogging
Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.brand equity
The intangible value of a well-known brand.brand extension
The application of a brand beyond its initial range of products, or outside of its category.brand identity
Desired customer perception of a product or brand.brand Image
A group of associations that a consumer attributes to a specific brand.brand name
A protected, proprietary trademark of a manufacturer or products or services.brand value
The value a brand holds when viewed on a company balance sheet.break even analysis
The analysis of a product or service to determine the sales level required to cover both fixed costs of providing the product and the marketing & sales costs behind it.break even point
The specific sales level required to cover the fixed costs + marketing & sales costs of providing a product or service.buzz marketing
Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional. Often using high-profile entertainment or news to get people to talk about your brand.buzzword
A trendy word or phrase that is used more to impress than explain Call-to-action: a highly motivating statement that tells the consumer what action they should take next and exactly how to do.cause marketing
Supporting social causes to earn respect and support from people who feel strongly about the cause.cause related marketing
A partnership between a company and a charity in which the charity financially benefits when the company sells specific products.campaign
Clients hire advertising agencies to create advertising campaigns to promote their brand / Co. An advertising campaign can be made up of a series of ads that can run over a long period of time, on a number of media vehicles like television, radio, print etc.click-through
The process of clicking through an online advertisement to the advertiser's destination.click-through rate (CTR)
Refers to the number of times visitors to a site click on an ad.collateral
Any and all printed materials designed to support a brand or company's promotional effort.community marketing
Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities.Concept : every advertisement is designed around a concept or idea that gives shape to the entire advertising campaign.
consumer deal
Usually set within a time period, this offers the consumer various products with discounts or special purchases.consumer segment
A group of possible future customers selected from a database, and that exhibit particular characteristics.conversation creation
Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity.conversion rate
Distinct measurements that determine how many prospects take the preferred action step. Typically, micro-conversions (for instance, reading different pages on the site, or signing up for a newsletter) lead to the main conversions (making a purchase, or contacting client for more information).copy
An ad is made up of different elements and copy refers to the textual matter or the written word in an advertisement.copywriter
A person who has the ability to create magic with words. The Copywriter is responsible for transforming ideas into words, writing the body copy for advertisements etc.corporate identity
The visual expression of an organization's (or brand¹s) unique identity through the systematic use of words and symbols. Includes typefaces, type sizes, colors, graphics, and logo(s). These elements typically appear in the standard positions and proportions thus reinforcing the identity.CPL (cost per lead)
Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.CPA (cost per acquisition)
An advertiser pays this amount for every customer they acquire through the advertising. The definition of "acquire" is mutually agree upon by the advertiser and website owner.CPC
The cost or cost-equivalent paid per click-through.CPM (cost per thousand)
The advertising cost to reach 1,000 units of audience. Used to compare or evaluate the cost efficiency of different media. For publications, it is determined by dividing the specific advertisement cost by the number of readers.CPTM (cost per targeted thousand impressions)
Implying that the audience one is trying to reach is defined by particular demographics or other specific characteristics, such as male golfers age 18-25.The difference between CPM and CPTM is that CPM is for gross impressions, while CPTM is for targeted impressions.CPI (cost per inquiry)
Arrived at by dividing the total promotional costs by the number of inquiries (example: $2,500 promotional costs/25 inquiries=$100 CPI).CPO (cost per order)
Arrived at by dividing the total promotional costs by the number of orders (example: $2,500 promotional costs/5 orders=$500 CPO).creative strategy
A blueprint used by advertising and marketing agencies that lines out the idea that is to be communicated, to whom it is targeted and with what tone.CRM (customer relationship management)
Business practices that foster customer care, loyalty, and/or customer support.customer acquisition cost
The cost associated with acquiring a new customer.customer
Loosely, any buyer of a product or service, at any trade level. Also called a consumer.customer feedback
Compliments, criticisms, or general information provided to a company by its customers about products, services or other aspects of the business.customer lifetime value (CLV)
the profitability of a customer over the entire relationship, in contrast to profitability on just one transaction.customer loyalty
Feelings or attitudes that encourage a customer to continue doing business with a company.data mining
Taking a database and ³mining² the data to determine specific characteristics of the entrants.Data Warehouse
An electronic system that stores data from transactions and is used to be queried against and to generate reports.database marketing
The use of information that's been electronically stored and analyzed about prospects or customers behaviors. This information is then used to determine appropriate marketing activities in order to influence purchases and future sales.deal
A promotional sale that enables a customer to save money on the purchase of a product or service.deceptive advertising
Advertising that makes incorrect claims and/or statements, or creates a false impression.demographics
Statistics about the socioeconomic makeup of a population including age, gender, race, occupation, income, education.deep linking
Linking to a web page other than a site's home page.differentiation
Establishing a distinction in the mind of a customer about products, services or a company.direct mail
Marketing materials sent directly to a prospect or customer via the U.S. Postal Service or a private delivery company.direct marketing
A form of marketing where promotional messages are delivered directly to consumers, Products are then ordered by the customer and are shipped directly to their homes.direct response
A promotional method where consumers are directly solicited and asked to respond directly to the advertiser through mail, phone, or e-mail.directories
A type of search engine whose listings are gathered through human efforts, rather than by automated crawling of the web.diversification
To reduce the risk of relying on a narrow product range, companies increase the variety of goods and services they produce.e-mail marketing
The promotion of products or services via email.e-mail spam:
Slang term for unsolicited commercial email. "Spamming" people with unwanted commercial email solicitations is considered unethical and it is now illegal in several U.S. states. Most ISPs will terminate a users account if they use it to send spam.e-commerce
The process of selling products or services via the Web.eighty-twenty rule
A general rule for the typical product category. Eighty percent of the products sold will be consumed by twenty percent of the customers.effective frequency
Number of times an ad should be shown to one person in order to achieve the highest impact of the ad without wasting impressions.end-user
The person who actually uses a product, not necessarily the one who purchases it.evangelist marketing
Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf.exclusivity
Contract term in which one party grants another party sole rights with regard to a particular business function.eyeballs
Slang term for audience; the number of people who view a certain website or advertisement.e-zine
An electronic magazine, whether delivered via a Web site or an email newsletter.field marketing
The practice of sending representatives to retail outlets in order to build brand and support sales.first mover advantage
A sometimes insurmountable advantage gained by the first significant company to move into a new market.flame
An inflammatory opinion or criticism distributed by e-mail or posted on a newsgroup, blog or message board.Flighting
A media schedule that allows more advertising during certain times and less advertising during other time periods.focus group interview
A research method in which a trained interviewer assembles a small group of consumers to discuss a product and/or its advertising.forum
An online community where visitors may read and post topics of common interestfour Ps
Stands for product, price, place (i.e., distribution), and promotion.Frequency
How many times a person buys from you, how many times a marketing message is exposed to a target audience or how many times a program is run.frequency cap
Restriction on the amount of times a specific visitor is shown a particular advertisement.front-end
All marketing activities designed to generate inquiries.gantt chart
A planning tool and the basis for marketing timelines in this book. In simple terms, a timeline showing the temporal relationship between events.geotargeting
Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user¹s position in the real world. Relevant to both PC and mobile data services.goal
Individual or organizational objective to be achieved within a particular time period.goal congruence
Continuity or compliance of actions with organizational goals.grassroots marketing
Organizing and motivating volunteers to engage in personal or local outreach.gross exposures
The total number of times an ad is served, including duplicate downloads to the same person.GSM (Global System for Mobile)
The wireless telephone standard in Europe and most of the rest of the world outside North America; also used by T-Mobile and AT&T, among other US operators.guerilla marketing
Unconventional marketing intended to get maximum results from minimal resources. Campaign tactic involving the placement of often humorous brand-related messages in unexpected places either online or in the real world; intended to provoke word-of-mouth and build buzz.hard goals
A goal that can be quantified and measured.hard offer
As typically used in mail order marketing, requires the prospect to pay for the product in advance. The seller ships the product only after payment is received.holding power
The ability to keep an audience throughout a broadcast and prevent having them from changing channels.horizontal marketing
Joint marketing efforts that allow two companies to produce different products yet market them together. Sometimes horizontal marketing is referred to as symbiotic marketing.host aggregation
The scientific process of selecting the ³most likely to qualify²house list
A list of names already owned by a company consisting of purchasers or buyer inquiries and that is used by the company to promote the company's products & services.hybrid model
A combination of two or more online marketing payment models.ideate (Ideation)
The process of creating new ideas or products.image
The way a company or organization is perceived by the public and its customers.impression
A single instance of an online advertisement being displayed.inbound link
A link from a site outside of your site.incentivised traffic
Visitors who have received some form of compensation for visiting a site.intelligent agents
Software tools which help the user find information of specific interest to him/her. The user¹s profile is continually refined and improved based on the user's acceptance or rejection of recommendations over time.interstitial ads
Ads that appear between two content pages. Also known as transition ads, intermercial ads and splash pages.influencer marketing
Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.integrated marketing communication
The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.interactive agency
An agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.keeper
An incentive used to tempt a consumer to take some action, such as completing a survey or trying a product.Launch
Refers to the introduction of a new product (brand) or service.landing page
The page a visitor reaches after clicking through from an email or other website.lead generation
Fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g., auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts into being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations.leave-behind
Documents or premiums that a salesperson leaves with prospects or customers to remind them of the product or service.lifetime value
The total profit or loss estimated or realized from a customer over the active life of that customer.list segmentation
The use of subgroups within a list usually sharing similar demographic, target niche or buying characteristics.logo
Is an image or symbol that represents a Company. Often, the logo becomes synonymous with the brand and is enough to portray the Company it represents.lurking
To read a message in a forum or newsgroup and not add additional comments.mailing list
Companies spend time and effort in maintaining a mailing list of present and prospective customers. This list is valuable to the Co and is used to stay in touch with their target audiences.makegoods
additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments outlined in the approved insertion order.market
Refers to the present & prospective consumers for a product or service.market area
Geographic area from which the primary demand for a specific product or service is expected.market Follower
A firm that follows leaders into new markets, rather than leading the way. Oftentimes this results in lower marketing expenditures.market penetration
The percentage of buyers you have as compared with the total households or businesses in the area you've selected as your market.market profile
A summary of market features, such as the typical purchaser and competitor as well as comprehensive information on the economy and retailing patterns of an area.market research
Refers to the efforts that go into researching, studying and analyzing the target audience and the data pertaining to the customers within a given market segment.market segment
A group of actual or potential customers who can be expected to respond in approximately the same way to a given offer.market segmentation
The act of dividing up a market into distinct groups of buyers so as to better target your marketing efforts.market share
The percent of total buyers for a product/service who choose to buy that offered by the company.marketing audit (or assessment)
An analysis of the company's current marketplace, current marketing capabilities and potential opportunities.marketing consultant
An individual or firm who by training and experience is qualified to help a company with its marketing efforts.marketing firm
A business that influences the distribution and sales of goods and services from producer to consumer.marketing integration
The coordination of all marketing strategies so they work together to establish a maximum impact in the market.marketing metrics
Measurements, such as market share and response rates, that help quantify marketing performance.marketing mix
the combination of all elements used to market a product or service. These include product, price, place (distribution) and promotion.marketing plan
the part of the business plan outlining the marketing strategy for a product or service the annual planning document that sets the marketing direction for a product, service or company. It spells out the strategies, tactics, timelines and budgetary details for accomplishing the marketing objectives.marketing research
the orderly gathering, recording, analyzing, and use of data concerning the transfer and sale of goods and services from producer to consumer.marketing strategy(ies)
the broad directional thrusts a business uses to achieve its marketing goals. Characterized by broad decisions concerning price, product, distribution and/or promotional issues.marketing tactics
The executable elements or actual steps the marketers will take to achieve the objectives and strategies.mass marketing
A marketing strategy in which a seller develops one product offering for all buyers in the market.medium (pl. media)
A type of publication or communications method that conveys news, entertainment and advertising to an audience. Examples include newspapers, television, magazines, radio, billboards and the Internet.media
Print, television, radio, internet, billboards etc are all forms of media that help in communicating with audiences on a large scale - their reach, quality and affect differ from each other.media planner
Selects an optimum mix of media vehicles that will provide maximum visibility to the ads resulting in maximizing sales of the client's products. The media planner must have a thorough understanding of the client's products, target customers and their buying patterns along with a knowledge of each media vehicle.micro sites
Multi-page ads accessed via click-through from initial ad. The user stays on the publisher¹s Web site, but has access to more information from the advertiser than a display ad allows.memonic device
Any device designed to enhance the recognition or memorability of a brand.MRC (Media Rating Council)
A non-profit trade association dedicated to assuring valid, reliable and effective syndicated audience research. The MRC performs audits of Internet measurements as well as traditional media measurements.multimedia
Information that combines different types of content, such as text, images, animation, video and audio.narrow casting
The use of a broadcast medium to address an audience with a special interest.netiquette
Short for network etiquette, the code of conduct regarding acceptable online behavior.network effect
The phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adoptersniche marketing
A way of finding a special product that appeals to only one group, and selling that product very profitably only to that group, ignored by others.objectives
Medium-term goals which are: specific, measurable, realistic.offer
What you offer, as an inducement to buy, in your direct mail (e.g. buy one, get one free).one-on-one marketing
When marketing efforts are specifically designed to communicate with individual users.opt-in
Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services. See permission marketing.opt-out
When a company states that it plans to market its products and services to an individual unless the individual asks to be removed from the company's mailing list.organic WOM (Word-of-Mouth)
Occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm. Practices that enhance organic word of mouth activity include: focusing on customer satisfaction; improving product quality and usability; responding to concerns and criticism; opening a dialog and listening to people; earning customer loyalty.outbound link
A link to a site outside of your site.packaging
The material that protects goods and used to present the brand and its identity.page view
a page view is registered each time a page from your website is loaded or reloaded onto someone's browser. It is not a good indicator of how many different people are visiting your web site. Yet, it can be a good way to judge the "stickiness" (ability to retain visitors' interest) of your site.Party Pack
A box of items that shows up at the party hosts¹ home a week or two before the national party date. One of the most tangible elements of the event.Party Vision
A 2-way multi-media viewer that allows party hosts, and the brands, to view and communicate media with each other.pass along rate
The percentage of people who pass on a message or file.PPC (pay per click)
Online advertising payment model in which payment is based solely on qualifying click-throughs.Permission Marketing
Marketing centered around getting customer's consent to receive information from a company.performance pricing model
An advertising model in which advertisers pay based on a set of agreed upon performance criteria, such as a percentage of online revenues or delivery of new sales leads. See CPA, CPC, CPL, CPO, CPS, CPT.personalization
The means of adding personal information such as the individual's name to a mailing piece.PII (personal identifiable information)
Refers to information such as an individual¹s name, mailing address, phone number or e-mail address.POP (point-of-purchase advertising)
Refers to the promotion tools that are displayed in shops, stores and malls. These display signs and danglers catch the attention of customers right when they are making purchases in a shop.portal
A site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web (Web portal) or a niche topic (vertical portal).position
The perception that a marketer attempts to convey about a brand and its benefits vis-à-vis the competition.positioning statement
The succinct statement of the positioning the company hopes to achieve in the minds of its target customers.posting
Entry on a message board, blog, or other chronological online forum.potential market
A unit of consumers who claim some level of interest in a designed market proposition.pre-test
The testing of a research survey (or, for that matter, any marketing program) before launching it in order to fine tune the survey administration.presentation
An advertising agency organizes a presentation before the client to present their ideas for the ad or the advertising campaign.print advertising
Pick up a newspaper, magazine or a catalog and you will see plenty of advertisements. Print advertisements contain elements such as copy, pictures etc.profiling
The practice of tracking information about consumers' interests by monitoring their movements online. This can be done without using any personal information, but simply by analyzing the content, URL¹s, and other information about a user¹s browsing path/click-stream.promotion
Considering the fact that there is so much competition in the market, every Company, product / brand needs promotion. Promotion refers to all the activities that are undertaken to push sales and popularize the product.promotions plan
A unique plan to identify and engage the universe of ³most likely to qualify².privacy policy
A written policy that states the company¹s position on exactly how it will use information provided by visitors of a website.product differentiation
The process of creating unique product differences in an attempt to influence demand.product life cycle
the pattern of growth and decline in sales revenue of a product over time.product positioning
the consumer perception of a product or service as compared to its competition.product seeding
Placing the right product into the right hands at the right time, providing information or samples to influential individualspromotion
All forms of communication other than advertising that call attention to products and services, typically by adding extra value to the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests and rebates.promotional mix
The use of several types of mediums to support marketing goals such as advertising, personal selling, publicity, and sales promotions.prospect
Identified consumers be they individuals or companies, who show good potential for buying a company's products or services and have made contact with a company.psychographics
Shared attitudes or behaviors of population groups.public domain information
The tremendous wealth of information that is open and available to anyone who seeks it.public relations
Communication with various sectors of the public-including media relations, employee relations and community relations-and designed to influence their attitudes and opinions in the interest of promoting a person, product or idea.publicity
Information with news value used to promote a product, service or idea in the media.pull promotion
A promotional method that focuses on creating demand among customers, which then ³pulls² the product through the distribution chain.push promotion
a promotional method that focuses on distribution representatives to ³push² the product to the customer.qualitative
In research, verbatim or verbal feedback achieved through a non-scientific and non-projectable research.quantitative
In research, measurable, projectable data used to help determine needs or wants.query
The words or phrases a searcher enters into a search engine¹s search box.Rank
The numerical order that a particular web site is listed after a search query.rationale
A logical reasoning for choosing a strategy.reach
The total number of individuals or companies that are exposed to a marketing vehicle.real time
Events that happen ³live² at a particular moment.recency
a term for how recent a person has bought from your company. It is well established that people who have bought most recently are more likely to buy from you again on your next promotion.referral programs
Creating tools that enable satisfied customers to refer their friends.relationship marketing
Understanding the customer so well that their needs are met to a consistent standard of excellence which turns customers into very loyal customers.ROI
Return on Investment is a very important determent for knowing whether the revenue generated by an ad exceeds the cost of producing it.sales forecast
Educated guesstimates of future revenues segmented into individual SBU or product sales.sales incentive
A reward, usually in the form of cash or product, for members of the sales staff who achieve a specific goal or an annual quota.sales message
The ideas, concepts and points a company conveys via various selling methods.sales plan
The definable steps a company takes to secure sales.search engine
Online software that helps users locate information and other sites on the Internet.search engine marketing
The marketing of a website through search engines either by improving search engine optimization techniques, purchasing paid listings, or a combination of both.search engine optimization
The act of altering a web site so that it does well in the crawler-based listings of search engines.segment
a portion of a list or file selected on the basis of a special set of characteristics.self-mailer
A direct mail piece, such as a postcard or tabbed newsletter, which does not require an envelope or wrapper for mailing.skyscraper ads
An online ad significantly taller than the 120x240 vertical bannerslogan
A short, memorable advertising phrase: Examples include "Coke Is It," "Just Do It," and "Don¹t Leave Home Without It." Slogans are different from taglines in that slogans change with campaigns while taglines remain static.social connectors
People who like to bring new things to their circle friends Social Marketing: Marketing tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user¹s social circle of friends.social network
An online destination that gives users a chance to connect with one or more groups of friends, facilitating sharing of content, news, and information among them. Examples of social networks include Facebook and LinkedIn.soft offer
As typically used in mail order marketing, is an option which allows the prospect to review the goods first and then pay for them afterwards.spin
an attempt to manipulate the facts represented in mass media in order to create desired public relations.splash page
a preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.stickiness
A website metric that measures the actual retention rate for a website.strategic alliance
The sharing of information, methods, marketing and finance between complimentary businesses.SBU (strategic business unit)
A company division, product line or single brand that can be marketed independently from the rest of the company.strategic market planning
The planning process that produces a decision about how a business can best compete in its chosen market.strategic window
The precise period between certain events during which there is a chance to capitalize on a marketing situation.strategy(ies)
Any broad plan for achieving goals or objectives.strength
An asset, capability or intangible of a company that potentially could provide it with a competitive advantage.suspects
Identified consumers, be they individuals or companies, who show good potential for buying a company's products or services but have not yet made contact with a company.SWOT analysis
An analysis that depicts the company¹s Strengths, Weaknesses, Opportunities and Threats.tactics
The actual programs and techniques used to accomplish a strategy.tagline
A phrase that communicates the most essential product attributes or benefits that the marketer wants to convey.target Audience
The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage.target Market
The defined group of consumers that a marketer considers to be prime prospects (i.e. most likely to purchase).target Market Identification:
the process of using income, demographic, and Life style characteristics of a market to locate the most favorable locations.target Marketing
Where different products, pricing, distribution methods and promotions are developed to meet consumers varying needs and preferences.task
An individual unit of work that is part of the total work needed to accomplish a project.telemarketing
Using the telephone to sell, promote or solicit products and services.test market
Trial market for a new product, service, offer or other marketing effort.timeline
A specific action plan, laid out in a visual way, that lines out the various tactics the company will pursue and the subsequent deadlines.Target audience
Target audience refers to the most probable group of customers for a product based on such criteria as age, region, status etc. Every business must identify their target audiences to make sure that all their advertising and marketing efforts are directed towards reaching these viable prospective customers.touchpoint
Any place where a business comes into contact with its customers or prospects. Generally considered to be personal contact points (e.g. trade shows, phone calls) as opposed to non-personal ones ((e.g. brochures, websites, advertisements).trade sales promotion
An incentive offered to resellers to promote purchases.trademark
The name, phrase, logo, image or combination of images of a product/brand claimed as owned by a marketer. Often marked as ä if the mark has been applied for and © if it has been registered. The term is often used to include service marks, which apply to businesses providing services as opposed to selling products.trial
The initial customer use of a product/service. Either given away free or sold at a nominal price, to gain customer experience with the brand.trial offer
The offer to a consumer to try a product for a stated period of time before deciding whether or not to purchase.two-step
In direct mail, a selling process that first solicits a request for information (inquiry) then, as a second step, follows up with additional mailings to close the sale.USP (unique selling proposition)
The key, unique benefit that differentiates your product/service from all your competitors. Made famous by Rosser Reeves, an ad giant of the 1950'sunique visitor
Someone with a unique IP address (when you log onto the Internet, you are assigned a unique IP address) who enters a Web site for the first time, during a set period of time. Different traffic monitoring programs define this period differently, however you'll find most defining it between 2 hours and 24 hours. This measure is, by far, the most accurate way of analyzing web site performance.universe
Population of audience being measured.usability
The ease with which visitors can the exact information they need when they need it. Anything that makes the process slower (like Flash animation to a dial-up customer) inhibits usability. Conversely, easy, intuitive navigation and strong, informative text enhance usability.Viral Marketing
Any marketing effort that propagates itself. Creating entertaining or informative messaging that are designed to be passed along in an exponential fashion. Any advertising and/or marketing techniques that "spread" like a virus by getting passed on from consumer to consumer and market to market.viral propensity
a consumer¹s innate inclination to act virally. It is their likelihood to be very viral, very social, and very activated on a Brand¹s behalf in the course of House Party events.viral video
Online video clips (typically short and humorous) passed via links from one person to another.widge
A portable chunk of code that can be installed and executed within any separate HTML - based web page by an end user without requiring additional compilation. They are derived from the idea of code reuse.. Other terms used to describe web widgets include: gadget, badge, module, capsule, snippet, mini and flake. Web widgets often but not always use DHTML, JavaScript, or Adobe Flash.Wiki
A website or similar online resource which allows users to add and edit content collectively. (The first wiki creator named the site after a chain of buses in Hawaii; Wiki means "quick" in Hawaiian.)WOM (Word-of-mouth marketing or just word-of-mouth):
getting satisfied customers to recommend the product or service to friends, family, co-workers or anyone else they're familiar with. This kind of advertising costs the provider nothing and very often is viewed as more credible than information provided directly by the provider or manufacturer.WOM episode
A single occurrence of word of mouth communication.yield
the percentage of clicks vs. impressions on an ad within a specific page. Also called ad click rate.
