Marketing Glossary

Definition: A comprehensive plan formulated by a business to achieve specific marketing objectives such as growing brand awareness, attracting more customers, and increasing revenue.

Definition: A specific group of consumers identified as the recipients of a marketing message. The target audience is often defined by demographics, behaviors, interests, and needs.

Definition: The process of establishing a brand or product in the minds of the target audience, differentiating it from competitors based on attributes such as price, quality, or customer experience.

Definition: The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate marketing strategies.

Definition: The value and strength of a brand that influences consumers' purchasing decisions. Brand equity can be built through marketing efforts that foster brand loyalty and awareness.

Definition: The unique benefits and value a company promises to deliver to customers if they choose its products or services.

Definition: A performance measure used to evaluate the efficiency of an investment in marketing, calculated by comparing the profit generated from marketing efforts relative to the cost.

Definition: The process of purchasing advertising space or airtime on digital, print, or broadcast platforms. Media buyers negotiate the best rates and ensure ad placements reach the right audience.

Definition: A type of advertising designed to generate an immediate response from the target audience, such as making a purchase or requesting more information. Often used in media buying to track the effectiveness of ads.

Definition: Long-format television commercials or online videos that combine information and advertising to promote products or services, often driving immediate sales.

Definition: The automated process of buying and selling digital ad space using artificial intelligence and algorithms. This method allows advertisers to target specific audiences in real-time.

Definition: Traditional media outlets that transmit programming via television or radio waves to a wide audience. Media buying for broadcast involves securing time slots for commercials.

Definition: A pricing model in media buying where advertisers pay a fixed rate for every thousand impressions or views their ad receives.

Definition: A metric used in media buying that measures the reach and frequency of an ad in a given market. One GRP represents 1% of the potential audience reached by an advertisement.

Definition: The number of times an ad is displayed, regardless of whether it is clicked or interacted with. Impressions are a key metric in digital media buying.

Definition: The total number of unique people or households exposed to an advertisement. High reach is crucial in maximizing brand awareness.

Definition: The average number of times an individual is exposed to a specific ad within a given period. Optimal frequency ensures that ads resonate with the target audience without becoming repetitive.

Definition: The division of audiences across various media platforms and channels, making it harder for advertisers to reach a large, homogenous group with one message.

Definition: Paid ads that blend seamlessly into the content of the platform on which they appear, mimicking the style and tone of the surrounding content. It helps avoid "ad blindness."

Definition: The percentage of users who take a desired action after viewing an ad, such as making a purchase or signing up for a newsletter. It’s a key measure of ad effectiveness.

Definition: The combination of different types of media (e.g., digital, TV, print, radio) used to reach the target audience. A well-planned media mix optimizes the overall impact of a campaign.

Definition: A strategy that involves showing ads to users who have previously interacted with a brand's website or app, often through display ads or social media.

Definition: A detailed strategy outlining which media channels will be used, when, and how often, to achieve the marketing goals within the allocated budget.

Definition: The location where an advertisement is shown, including specific TV programs, websites, social media platforms, or radio stations.

Definition: A media buying technique that targets specific times of day for ad delivery, ensuring ads reach the audience when they are most likely to engage.