About Brand Aid | Brandaid

A/B Testing Comparing two versions of content to see which performs better.
Accordion Insert A folded ad placed in a magazine, designed with an accordion-style fold for multiple panels that expand when opened.
Ad Impressions The number of times an ad is shown.
Advergame A branded video game designed to promote a product or service.
Advertorial An ad presented in the style of an article.
Airbrush A technique used by artists to create smooth color transitions, often to hide imperfections in photos, like skin blemishes.
Alt Text (Alternative Text) A written description of an image embedded in HTML, used to improve accessibility for screen readers and assist visually impaired users. It also supports SEO by helping search engines understand image content.
Ambient Advertising Unconventional ads placed in unexpected locations.
Anchor Text The clickable, hyperlinked words in web content used for navigation and SEO.
Art Direction The visual supervision of a campaign or production, ensuring style and mood consistency.
Artwork The visual elements of an ad, excluding the text.
Asset Library A centralized collection of brand-approved visuals, templates, and media files for reuse.

Back-End Development Server-side programming that powers website functionality behind the scenes.
Banner Ad A digital ad that appears on website.
Billboard A large outdoor advertisement.
Bleed When a picture or ad extends to the edge of a printed page.
Booth Experience The design, interaction, and engagement strategy behind a brand’s event or trade show booth
Brand Architecture The structured hierarchy of a company’s brands, sub-brands, and products.
Brand Equity The perceived value of a brand based on consumer trust, recognition, associations, and overall market influence—often influencing purchase decisions and pricing power.
Brand Identity The visual and verbal elements that define a brand.
Brand Recall How easily people remember your brand.
Brandscape The overall environment where a brand interacts with its audience.
Buyer Persona A detailed profile of an ideal customer.
Buzz Marketing Creating excitement to generate word-of-mouth.

Call to Action (CTA) A prompt urging users to take action.
Caption A headline or text describing a photo or illustration.
Circulation The number of copies a publication distributes.
Color Grading Adjusting color in video or photography to create mood, consistency, or brand alignment.
Consumer Behavior How people decide to buy products.
Consumer Journey The stages a customer goes through before purchase.
Content Calendar A schedule that organizes publishing dates, topics, and formats for marketing content.
Content Management System (CMS) Software used to create, manage, and publish digital content on websites.
Conversion Rate The percentage of users who complete a specific goal—such as signing up, purchasing, or downloading—out of the total number of visitors. It’s a key metric for measuring campaign or website effectiveness.
Copywriting Writing text for ads to persuade or inform.
Creative Brief A document outlining project goals for designers and marketers.
Crowdsourcing Gathering ideas from a large group of people.

Data Visualization The graphical representation of data to communicate insights clearly and effectively.
Demographics A prompt urging users to take action.
Digital Banner Online graphic ads displayed on websites.
Digital Marketing Promoting products online through ads, social media, and emails.
Direct Mail Promotional material sent directly to individuals.
Direct Response Advertising Ads that encourage an immediate action, like calling or clicking.
Display Advertising Visual-based ads online or offline.
Domain Name (Web Development) The unique identifying address of a website on the internet, which users type into their browser to access the site.
Double-Page Spread An ad covering two facing pages in a magazine.
Drip Marketing Sending a series of ads or emails over time.
Drop Shadow A graphic effect that adds depth by placing a shadow behind an object or text.
Dynamic Content Web or email content that automatically adapts based on user behavior, preferences, or data—enabling personalized experiences that increase relevance and engagement.

E-commerce Website A digital storefront where businesses showcase and sell their goods or services directly to customers online, facilitating transactions.
Earned Rate A lower ad price for buying more space or running ads often.
Eighty-twenty Rule A guideline stating that 20% of customers buy 80% of the products.
Embed (Web Development) To integrate content (like a video, map, or social media post) from one source into another website or digital platform.
Endorsement When a public figure promotes a product.
Engagement Rate Measures interaction with your content.
Establishment Shot (Film) The first shot of a new scene, designed to show the audience the location and environment of the action.
Exclusive Offer A special deal available to select customers.
Executive Summary A brief overview of a longer document or proposal, highlighting the key points, conclusions, and recommendations.
Exhibit Design Visual presentation of booths at trade shows.
Experiential Marketing Creating immersive brand experiences.
Eye Tracking A study that tracks where people look in an ad using eye movement.

Feature Benefit Highlighting how a product solves a problem.
Final Cut The final, edited version of a film or video production that is approved for distribution.
Flat Rate A media rate that allows for no discounts.
Flyer A printed promotional leaflet.
Focus Group A group used to test ideas or products.
Font A specific style and size of text, including letters, numbers, and symbols.
Footage Raw, unedited video material that is recorded during a film or video production.
Four-colour Process A printing method that mixes four colors (red, yellow, blue, and black) to create full-color prints.
Framework A foundational set of tools, libraries, and guidelines used to streamline the development or design process of websites or applications.
Freemium A model offering a basic version of a digital product or service for free, enticing users to pay for premium features or expanded functionality.
Frequency The number of times an ad is shown.
Full-service Agency An agency that manages all parts of advertising and marketing, including design, production, PR, and promotions.

GIF A lossless format for image files that supports both static and animated images, commonly used for simple animations on the web.
Gamification The application of game-design elements and game principles in non-game contexts to increase user engagement and motivation.
Gatefold Extra-large magazine ads that fold out for more space.
Geo-targeting Delivering ads to users based on location.
Ghostwriting The act of writing content that is credited to another person or entity.
Graphic Design Visual communication through design.
Green Environment Ads that highlight a product’s eco-friendly or non-harmful impact on the environment.
Grid Card A rate card showing ad prices based on different time slots in broadcast media.
Grid System A structural framework composed of intersecting lines used by designers to organize content and create visual hierarchy in layouts.
Gross Audience The total audience reached by all media in a campaign, including duplicates.
Growth Hacking Fast-paced strategies for rapid business growth.
Guerilla Marketing Low-cost, unconventional marketing tactics.

Hard Sell An aggressive and direct sales approach that emphasizes immediate purchase and often uses persuasive or forceful language.
Hashtag A word/phrase preceded by # to categorize content.
Headline The main text that attracts readers in ads.
Holding Power How long an ad keeps a viewer’s interest.
Homepage The main or introductory page of a website, typically the first page visitors see.
Hook A compelling element that grabs attention.
House Ad An ad a company runs in its own media space.
House Style A company's specific guidelines for writing, formatting, and presenting content to ensure consistency in its communications.
Hover State The visual changes that occur on a website element (like a button or link) when a user moves their mouse cursor over it without clicking.
Humor Appeal Ads that use comedy to attract attention.
Hybrid Marketing A mix of online and offline advertising strategies.
Hyperlocal Marketing Targeting customers in specific locations.

Iconography Using symbols to convey brand meaning.
Impression The number of times content is displayed.
Influencer Marketing Partnering with influential personalities to promote a product.
Infographic A visual representation of information or data, designed to be easily understandable and engaging.
Infomercial A commercial designed to look like a news program, talk show, or other non-advertising content.
Insert An ad or set of ads placed in a magazine or newspaper, either bound or inserted separately.
Integrated Marketing Communication A strategy that integrates all marketing communication, advertising, sales promotion, PR, and direct marketing to work together as a unified effort.
Intellectual Property (IP) Creations of the mind, such as inventions, literary and artistic works, designs, and symbols, protected by law (e.g., trademarks, copyrights).
Interactive Display Digital touchpoints for user engagement.
Interface (or UI - User Interface) The visual elements and interactive controls (buttons, menus, etc.) that allow users to navigate and interact with the app or portal.
Interstitial Ad A full-screen advertisement that appears between page loads or app screens, often requiring the user to dismiss it.
Island Display An in-store display placed separately from competing products, usually in the middle or at the aisle's end.

JPG/JPEG A commonly used lossy compression method for digital images, particularly suitable for photographs on the web.
Jingle A catchy tune promoting a brand.
Joint Promotion Two brands collaborating on marketing efforts.
Joint Venture A commercial enterprise undertaken jointly by two or more parties who otherwise retain their distinct identities.
Journey Mapping Analyzing the customer’s experience from awareness to purchase.
Judgment Call Making creative decisions for impactful marketing.
Judgment Sampling Selecting a target audience based on expert opinion rather than random selection.
Jumbo Display Ads Large-sized digital or print advertisements for maximum visibility.
Jump Cut An abrupt transition between two shots that are very similar, creating a jarring effect of discontinuity in time or space.
Jump Offer A limited-time promotion encouraging immediate action.
Just-in-Time Marketing Delivering messages at the perfect moment.
Justification The alignment of text within a column or block, such as left-justified, right-justified, centered, or fully justified.

Kerning The adjustment of the spacing between individual letters or characters in typography to improve visual appeal and readability.
Key Performance Indicator (KPI) Metrics used to measure marketing success.
Key Visual The main creative image for campaigns.
Keyword Words users search for online.
Kick-off Meeting The first meeting with the project team and often the client to officially start a project and align on goals.
Kickoff Campaign The initial launch phase of a marketing strategy or product promotion.
Kinetic Typography Text that moves and changes visually to convey or enhance meaning in video and digital media.
Kiosk Display Interactive digital stand-alone booths.
Knockout Offer A deal so attractive that it drives immediate customer action.
Knowledge Panel Google's info box highlighting key business details.
Knowledge-Based Marketing Using customer data and insights to create targeted campaigns.
Known Audience A specific group of people that a brand or message is directly targeting and has information about.

Landing Page A web page designed to convert visitors.
Layout A sketch showing the placement of key ad elements like the headline, photo, logo, and text.
Lead Generation Attracting potential customers.
Leading The space between lines of type.
Letterpress A printing method that stamps ink onto paper, using raised lettering.
Line Extension Introducing a new product within an existing product category under the same brand name.
Line conversion A high-contrast reproduction of an illustration, where all shading is reduced to either black or white.
Live Streaming Broadcasting video and audio in real-time over the internet to an audience.
Logo A visual symbol representing a brand.
Long-Form Content Detailed and in-depth content, such as articles (1200+ words) or videos (5+ minutes), designed to thoroughly explore a topic and engage the audience for an extended duration.
Look and Feel The overall visual style and sensory experience of a brand, product, or interface.
Loyalty Program Reward systems to retain customers.

Macromarketing The broad impact of marketing on society, economies, and culture.
Market Profile A summary of a market, including buyer traits, competitors, and economic and retail trends.
Market Share The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company.
Marketing Funnel The stages customers pass through before buying.
Marketing Mix The combination of product features, pricing, packaging, advertising, distribution, and budget that impact sales.
Media Buying The process of negotiating and purchasing advertising space or time across various media channels.
Media Plan A plan designed to select the proper demographics for an advertising campaign through proper media selection.
Metadata Data that provides information about other data, such as descriptions and keywords for webpages used by search engines.
Micromarketing Highly targeted marketing aimed at specific groups or individuals.
Mobile-First Design An approach where a website or application is designed primarily for mobile devices and then adapted for larger screens.
Mockup A visual representation or prototype of a design concept, used for presentation and gathering feedback.
Mood Board A visual collage to inspire creative projects.

Name Recognition How well consumers recognize a brand’s name.
Naming Strategy The process of developing a brand name that aligns with positioning and identity.
Narrowband Advertising Campaigns sent over limited or lower-speed digital networks, often SMS or email, to reach out to a niche audience.
Negative Space (Branding/Design) The empty space around or within a logo or design that creates visual meaning.
Net Promoter Score (NPS) A metric measuring customer loyalty based on likelihood to recommend a brand.
Network Branding Creating a consistent visual and messaging system across multiple media or channel partners.
Neuromarketing Using neuroscience to analyze consumer behavior and optimize marketing strategies.
Niche Marketing Tactics and techniques designed to target a specific, well-defined segment of the market.
Non-Commercial Advertising Ads promoting social causes, public services, or awareness campaigns.
Nonlinear Editing A digital editing process allowing flexible arrangement of video, audio, and graphics.
Nostalgia Marketing Leveraging past trends to create emotional brand connections.
Nudging Strategy Subtle design or messaging cues that guide consumer behavior without direct persuasion.

Omnichannel Marketing Seamless brand experience across multiple platforms and touchpoints.
On-Air Branding Visual and audio elements used to identify a channel or show during broadcast.
On-Ground Activation Physical brand interactions in real-world spaces like malls, campuses, or public areas.
On-Pack Promotion Marketing messages or offers printed on product packaging.
One-to-One Marketing Personalized communication targeted to an individual based on their preferences or behavior.
Open Rate Percentage of opened emails in a marketing campaign.
Opt-in Marketing A strategy where users voluntarily subscribe to receive marketing messages or promotions.
Organic Reach Unpaid audience engagement with brand content.
Out-of-Home (OOH) Advertising Any advertising outside the home, including billboards, transit, digital screens, and place-based media.
Outdoor Advertising Ads placed in outdoor spaces like billboards, transit, and street furniture.
Overbranding Excessive use of logos or brand elements that overwhelm the audience or dilute the message.
Overlay Advertising Transparent or semi-transparent ads that appear over online videos or digital content.

Page Layout The arrangement of text, images, and space in printed or digital design formats.
Pantone Matching System (PMS) A standardized color system for precise color matching in design and printing.
Paper Stock The type and quality of paper used in print production, which affects the texture and finish of the final printed creative.
Participatory Campaign A campaign that encourages direct audience involvement, interaction, or content contribution.
Participatory Design A collaborative design process involving users in decision-making.
Piggyback Advertising Placing a secondary ad alongside a primary one to share costs and exposure.
Positioning The strategy of defining a brand’s unique place in the market and consumers’ minds.
Post-Production Editing, color correction, and effects added after filming.
Pre-Production The planning phase, before the shooting begins, which includes scripting, scheduling, and location scouting.
Print Advertising Marketing via newspapers, magazines, brochures, or posters.
Product Placement Featuring branded products within films, TV, or content.
Promotional Marketing Short-term campaigns using discounts, giveaways, or events to boost sales.

Quad Split A video production technique where the screen is divided into four sections displaying different visuals.
Qualifying Question A targeted question used in events or campaigns to identify interested leads.
Qualitative Research Research that explores consumer attitudes and behaviors through interviews, open-ended questions, focus groups, and observations.
Quality Scorecard A checklist or tool used to evaluate creative work against brand and campaign standards.
Quantitative Research Data-driven research that measures consumer trends using surveys, statistics, and analytics.
Query Optimization Refining search terms to improve SEO and ad targeting.
Queue Line Experience Engaging branding or entertainment in waiting areas.
Quick Cut Fast transitions between scenes in film or advertising.
Quick Dissolve A rapid transition between two scenes, often used to compress time visually.
Quick Response (QR) Code A scannable barcode used in marketing to provide instant access to digital content.
Quiet Branding A minimalist, product-led approach that uses subtle tones and visuals to emphasize quality, craftsmanship, and timeless design—letting the brand’s values speak without overt promotion.
Quirky Branding A fun, unconventional branding style that grabs attention.

ROAS (Return on Ad Spend) A metric that measures the amount of revenue generated for every unit of money spent on advertising.
Reach The total number of unique people who see an advertisement, marketing message, or campaign within a specific period.
Rebranding The process of changing a brand’s identity, including its logo, messaging, or positioning.
Recall (branding) The ability of consumers to remember a brand, ad, or message after being exposed to it.
Render Time The amount of time required to process and export visual or animation files.
Resolution (Graphics/Film/Web) The level of detail in an image, video, or any display.

Graphics and web design: It is often measured in pixels per inch (PPI).

Film/video: It is measured in pixels.
Responsive Design A web and graphic design approach that ensures content adapts to different screen sizes and devices.
Retail Marketing Strategies and tactics used to attract customers, drive sales, and enhance the shopping experience in physical stores or online.
Retargeting A digital marketing strategy that serves ads to users who have previously interacted with a brand or website.
Retouching Editing images to enhance appearance, correct flaws, or align with brand aesthetics.
Rough Cut An early, unpolished version of a film or video edit.
Run-of-Site (ROS) Advertising Ads that appear randomly across all pages of a website.

SEO (Search Engine Optimization) Techniques used to improve a website’s visibility on search engines and attract organic traffic.
Sales Funnel The journey consumers take from awareness to purchase.
Scriptwriting The process of writing scripts for advertisements, films, or digital content.
Signage Visual branding elements like billboards, banners, and storefront displays.
Slogan A short, catchy phrase that communicates a brand’s or campaign's message or value proposition.
Social Listening Monitoring social media for audience opinions, trends, and brand mentions.
Social Proof Consumer trust built through reviews, testimonials, or endorsements.
Split Screen A technique showing two or more visuals simultaneously within the same frame.
Storytelling Using narratives to create emotional connections with audiences.
Studio Shoot A controlled, indoor production environment used for filming or photography.
Style Frame A static visual mockup or moodboard used to show the intended look of motion content.
Style Guide A document that defines a brand’s visual and messaging standards to ensure consistency across all materials.

Tagline A short, memorable phrase that captures a brand’s essence or message.
Target Audience A specific group of people that a marketing message or campaign is intended to reach.
Target Market The broader consumer segment that a brand or product is positioned to serve.
Teaser A short, intriguing preview designed to build anticipation for a product, campaign, or event.
Through-the-Line (TTL) Advertising A strategy combining mass media (ATL) for awareness and targeted (BTL) marketing for engagement and conversion.
Thumbnails Small preview images representing content like videos, designs, or articles in digital platforms.
Timecode A numerical timestamp used in video and audio production to identify exact frames, allowing precise syncing, editing, and referencing throughout the post-production process.
Tone of Voice The distinct style and personality a brand conveys through written and spoken communication, shaping how it connects with its audience.
Touchpoints Any moment where a customer interacts with a brand—online, in-store, during events, or through communication—shaping their overall experience and perception.
Tracking Shot A camera movement technique that follows a subject smoothly, often using a dolly, crane or stabilizer for cinematic effect.
Trade Show Booth A branded physical setup at industry events, designed to showcase products, engage attendees, and create face-to-face brand interactions through demos, displays, and promotional materials.
Typography The art and technique of arranging fonts, sizes, spacing, and layouts to enhance readability and visual appeal in branding and design.

UI (User Interface) Design The process of designing digital interfaces for usability and aesthetics.
URL (Uniform Resource Locator) A web address that specifies where a resource is located on the internet.
URL Shortener A tool that converts long web links into shorter, more shareable versions.
Umbrella Branding A strategy where multiple related products share the same brand name, leveraging existing brand equity.
Unboxing Experience The excitement consumers feel when opening a product, enhanced by packaging design, branding, and presentation to create a lasting impression.
Unfair Advertising Misleading or deceptive marketing that causes consumer harm or violates ethical standards.
Unique Selling Proposition (USP) A distinct feature or benefit that sets a brand, product, or service apart from competitors, giving consumers a compelling reason to choose it.
Upselling A sales strategy that encourages customers to purchase a higher-priced version, upgrade, or add-on to increase value and revenue.
Usage Rights Legal permissions detailing how and where content can be used or distributed.
User Experience (UX) The overall experience a person has when interacting with a brand, product, or digital interface.
User Journey The complete sequence of steps a user takes while interacting with a brand, from discovery to engagement, conversion, and post-purchase experience.
User-Generated Content (UGC) Brand-related content created by consumers, such as testimonials, photos, or videos.

VFX (Visual Effects) Digitally created or enhanced imagery in films, ads, and multimedia to achieve visuals beyond live-action filming.
Value Proposition The overall benefit or the broad promise a brand or product offers to customers, explaining why it is valuable and how it solves their needs.
Vector Graphics Scalable digital images created using mathematical paths, commonly used in branding and design.
Vendor Sponsorship A brand financially supporting an event, conference, or content for promotion.
Venue Branding The strategic placement of brand visuals within an event space to enhance recognition and engagement.
Vertical Video Video content formatted for mobile viewing, commonly used in social media ads and stories.
View Counter A digital tracker displaying how many times a video or page has been viewed.
Virtual Tour An interactive digital experience that simulates moving through a physical space or environment.
Visual Hierarchy The arrangement of elements in design to guide the viewer’s attention.
Visual Identity The visual elements of a brand, including logo, colors, typography, and design style.
Visual Language A consistent system of design elements—color, typography, layout—used consistently to express brand identity across platforms.
Visual Metaphor An image or symbol used to represent an idea or message conceptually.

Walkthrough Video A guided video tour showcasing a product, event space, or digital experience.
Watermark A semi-transparent logo or text overlay used to protect digital images and videos.
Wayfinding Signage Directional graphics used at events, retail spaces, and venues for navigation.
Wearable Marketing Promotional branding integrated into clothing and accessories for advertising.
Web Accessibility The practice of designing websites so people with disabilities can perceive, navigate, and interact with content effectively, regardless of ability or device.
Web Animation Moving visual elements embedded in websites to enhance user experience or draw attention.
Web Banner A digital advertisement displayed on websites, often in the form of a static or animated graphic.
White Labeling Rebranding a generic product or service as your own without showing the original provider.
White Space The empty areas in a design that improve readability and visual balance.
Wideshot (Film) A camera shot showing the full scene or subject within its surrounding environment.
Wipe Transition A film or video editing technique where one scene gradually replaces another using a motion effect.
Word-of-Mouth Marketing Promotion driven by consumer recommendations, both organic and incentivized.

X-Acto Blade A precision cutting tool with a sharp, replaceable blade, commonly used in design, crafting, and model-making for detailed, accurate cuts.
X-Cut (Film Editing) A transition where audio or visuals from the next scene start before the previous one ends, ensuring seamless continuity.
X-Marketing (Cross-Marketing) A strategy where two brands collaborate to promote each other’s products.
X-Ray Effect (Design & Film) A visual technique creating transparency or layered visuals, often used in design, animation, and filmmaking for a futuristic or technical look.
X-Resolution The horizontal pixel density in digital images, affecting clarity and print quality.
X-height (Typography/Design) The height of lowercase letters (excluding ascenders and descenders) in a typeface, crucial for readability and visual harmony.
XML (Extensible Markup Language) A coding language used for structuring data in web design and digital marketing.
XML Feed A structured data stream used to distribute content across platforms like websites or ad networks.
XP (Experience Points) in Gamification A system in experiential marketing where users earn points for engagement or participation.
XR (Extended Reality) An umbrella term for augmented reality (AR), virtual reality (VR), and mixed reality (MR) in marketing and events.
Xenodochial Copy Writing advertising or website copy that is exceptionally welcoming and friendly to new or unfamiliar audiences, aiming to make them feel comfortable and understood.
Xenon Lighting High-intensity lighting used in film production, events, and advertising displays.

Yard Sign Advertising Small outdoor signs used for local promotions or political campaigns.
Year-End Recap Video A branded highlight reel summarizing key events, milestones, or achievements annually.
Yearly Media Budget The total amount spent on advertising in a year.
Yellow Pages Advertising Business ads placed in printed or online directories.
Yield Optimization The process of maximizing revenue from digital advertising placements by adjusting pricing and targeting strategies.
Yield Rate A metric in advertising that measures the percentage of ad impressions that generate clicks, conversions, or revenue.
Yield-Based Pricing Adjusting pricing dynamically based on demand, commonly used in events or digital advertising.
You-centric Marketing Ads focused on personalizing content for the viewer.
YouTube Advertising Paid promotional content on YouTube, including pre-roll ads, sponsored videos, and influencer partnerships.
YouTube Channel Branding Branding intended to create visual and verbal consistency across banners, thumbnails, and video intros on YouTube.
YouTube Shorts Strategy A content plan focused on short, vertical videos to increase visibility, engagement, and subscriber growth—optimized for mobile viewing and algorithmic reach.
Youth Marketing Advertising and branding strategies specifically targeting younger demographics, such as Gen Z and Millennials.

Z-Depth (Film & Graphics) A visual effect in CGI and animation that adds depth perception to layered elements.
Zagging A creative strategy where a brand does the opposite of competitors.
Zebra Striping (Design) A UX/UI technique that alternates row colors in tables or lists to improve readability.
Zeitgeist Marketing It is a long-term strategy that aligns branding or campaigns with cultural trends and public sentiment across an era.
Zero Moment of Truth (ZMOT) The moment a consumer researches a product before buying.
Zero UI A design approach where users interact through voice, gestures, biometrics, or context-aware systems—eliminating traditional screens, buttons, or visual interfaces.
Zero-Waste Events Sustainable event planning focused on reducing environmental impact through minimal waste production.
Zonal Lighting Dividing a space into lighting zones for mood, focus, or experiential transitions.
Zone Branding Customizing brand visuals or messaging for specific areas within physical or digital environments.
Zone Pricing (Retail & Advertising) A pricing strategy where costs are adjusted based on geographic regions or market demand.
Zoom Lens Shot A shooting technique where the camera's focal length changes during a shot, creating a zoom-in or zoom-out effect without moving the camera physically.
Zoomorphism in Design Using animal-inspired shapes and characteristics in branding, logos, and advertising.

Glossary