Marketing Glossary

rketing glossaryMarketing glossary
* Above the Fold.
Material, such as an ad, appearing above the fold in a broadsheet newspaper. While the meaning has been lost, this term has been carried over into Internet marketing. In that context it means an ad that appears on the screen when a Web page first appears, without the need for the viewer to scroll down to see it. Because browser screensizes vary a standard of 800 pixels wide by 600 high is usually assumed (thus, "above the fold" means in the first 600 pixels), however this standard will likely change as higher resolutions become the norm.
* Absorption Pricing.
The setting of a product price such that it includes both the variable cost of making each item plus an appropriate portion of the fixed costs incurred by the company.* Advertising Specialty.
A product (such as a t-shirt, baseball cap, pen, paper weight, etc.) displaying a logo or other promotional image. Sometimes jocularly (or occasionally disparagingly) referred to as "trinkets and trash." (Synonym: Logo Merchandise.)
* Agency of Record.
The advertising agency that has been given a contract to buy media space (and usually, but not necessarily, toproduce the advertising/commercials that are to fulfill that space) on behalf of a client.
* Audience.
All people, households, or organizations that read, view, or hear a particular marketing communication vehicle.
* Backgrounder.
A document containing background information about a product, company, service or event.
* Boilerplate.
Prewritten, standardized copy used whenever aparticular marketing communication requirement arises. It may be written to adhere to legal or company standards. It may also be used to eliminate the need for original writing when a specific communication requirement is likely to arise frequently.
* Brand.
Any name, symbol or other identifier used individually or in combination to identify the goods and/or services of a seller and differentiatethem, on any tangible or intangible basis, from similar goods and/or services of competitors.
* Buying Service.
A company primarily engaged in buying media space or time for advertising purposes.
* Call to Action.
A statement, usually at the end of a marketing piece, encouraging the reader/viewer/listener to take the action that is the objective of the piece. This action may be buying thecompany's product or service, or simply taking the next step in the sales cycle, such as arrange a product demonstration.
* Cold Call.
A sales call made to someone with whom you have had no previous contact. Cold calls are typically made over the phone, but the definition of the term does not preclude an in-person visit.
* Copyright.
The legal ownership that protects literary, music, orartistic work.
* Cost Per Click.
Applicable only to Web advertising. This is the fee that is paid to the Web publisher each time a visitor clicks on an ad. Abbreviated as CPC. This contrasts with a campaign that is bought based on the number of impressions delivered and paid for on a cost-per-thousand (CPM) basis.
* direct digital marketing.
A digital marketing method that providesrelevant marketing communications that are addressable to a specific individual with an email address, a mobile phone number or a Web browser cookie. Traditional direct marketing uses an individual’s postal address. With the evolution of direct marketing to direct digital marketing, addressability comes in the form of the three primary digital channels.
* Early Adopters.
Those who are among thefirst to buy a new product or service, typically in a new product or service category, when it is launched.
* Early Majority.
The large portion of the market that tends to adopt a new product or service (typically in a new product or service category) only after it has gained some level of acceptance and credibility in the market.
* Four Color.
Artwork reproduced in full color.
*...