Glossary

  • A/B Testing Comparing two versions of content to see which performs better.
  • Advergame A branded video game designed to promote a product or service.
  • Advertorial An ad presented in the style of an article.
  • Ambient Advertising Unconventional ads placed in unexpected locations.
  • 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.
  • Buzz Marketing Creating excitement to generate word-of-mouth.
  • Call to Action (CTA) A prompt urging users to take action.
  • Consumer Journey The stages a customer goes through before purchase.
  • Creative Brief A document outlining project goals for designers and marketers.
  • Crowdsourcing Gathering ideas from a large group of people.
  • Demographics A prompt urging users to take action.
  • Digital Banner Online graphic ads displayed on websites.
  • Direct Mail Promotional material sent directly to individuals.
  • Display Advertising Visual-based ads online or offline.
  • Endorsement When a public figure promotes a product.
  • Engagement Rate Measures interaction with your content.
  • Exhibit Design Visual presentation of booths at trade shows.
  • Experiential Marketing Creating immersive brand experiences.
  • Feature Benefit Highlighting how a product solves a problem.
  • Flyer A printed promotional leaflet.
  • Focus Group A group used to test ideas or products.
  • Frequency The number of times an ad is shown.
  • Geo-targeting Delivering ads to users based on location.
  • Graphic Design Visual communication through design.
  • Growth Hacking Fast-paced strategies for rapid business growth.
  • Guerilla Marketing Low-cost, unconventional marketing tactics.
  • Hashtag A word/phrase preceded by # to categorize content.
  • Headline The main text that attracts readers in ads.
  • Hook A compelling element that grabs attention.
  • 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.
  • Interactive Display Digital touchpoints for user engagement.
  • Jingle A catchy tune promoting a brand.
  • Joint Promotion Two brands collaborating on marketing efforts.
  • Judgment Call Making creative decisions for impactful marketing.
  • Just-in-Time Marketing Delivering messages at the perfect moment.
  • Key Visual The main creative image for campaigns.
  • Keyword Words users search for online.
  • Kiosk Display Interactive digital stand-alone booths.
  • Knowledge Panel Google's info box highlighting key business details.
  • Landing Page A web page designed to convert visitors.
  • Lead Generation Attracting potential customers.
  • Logo A visual symbol representing a brand.
  • Loyalty Program Reward systems to retain customers.
  • Macromarketing The broad impact of marketing on society, economies, and culture.
  • Marketing Funnel The stages customers pass through before buying.
  • Micromarketing Highly targeted marketing aimed at specific groups or individuals.
  • Mood Board A visual collage to inspire creative projects.
  • Naming Strategy The process of developing a brand name that aligns with positioning and identity.
  • Negative Space (Branding/Design) The empty space around or within a logo or design that creates visual meaning.
  • 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.
  • Opt-in Marketing A strategy where users voluntarily subscribe to receive marketing messages or promotions.
  • 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.
  • Overlay Advertising Transparent or semi-transparent ads that appear over online videos or digital content.
  • Pantone Matching System (PMS) A standardized color system for precise color matching in design and printing.
  • Participatory Design A collaborative design process involving users in decision-making.
  • Positioning The strategy of defining a brand’s unique place in the market and consumers’ minds.
  • 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.
  • Qualitative Research Research that explores consumer attitudes and behaviors through interviews, open-ended questions, focus groups, and observations.
  • Quantitative Research Data-driven research that measures consumer trends using surveys, statistics, and analytics.
  • Quick Response (QR) Code A scannable barcode used in marketing to provide instant access to digital content.
  • 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.
  • Responsive Design A web and graphic design approach that ensures content adapts to different screen sizes and devices.
  • Retargeting A digital marketing strategy that serves ads to users who have previously interacted with a brand or website.
  • SEO (Search Engine Optimization) Techniques used to improve a website’s visibility on search engines and attract organic traffic.
  • Scriptwriting The process of writing scripts for advertisements, films, or digital content.
  • Slogan A short, catchy phrase that communicates a brand’s or campaign's message or value proposition.
  • 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.
  • Umbrella Branding A strategy where multiple related products share the same brand name, leveraging existing brand equity.
  • 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.
  • User Experience (UX) The overall experience a person has when interacting with a brand, product, or digital interface.
  • User-Generated Content (UGC) Brand-related content created by consumers, such as testimonials, photos, or videos.
  • Vector Graphics Scalable digital images created using mathematical paths, commonly used in branding and design.
  • 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.
  • Visual Identity The visual elements of a brand, including logo, colors, typography, and design style.
  • Web Banner A digital advertisement displayed on websites, often in the form of a static or animated graphic.
  • White Space The empty areas in a design that improve readability and visual balance.
  • 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.
  • XML (Extensible Markup Language) A coding language used for structuring data in web design and digital marketing.
  • 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.
  • Xenon Lighting High-intensity lighting used in film production, events, and advertising displays.
  • 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.
  • YouTube Advertising Paid promotional content on YouTube, including pre-roll ads, sponsored videos, and influencer partnerships.
  • Youth Marketing Advertising and branding strategies specifically targeting younger demographics, such as Gen Z and Millennials.
  • 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-Waste Events Sustainable event planning focused on reducing environmental impact through minimal waste production.
  • Zone Pricing (Retail & Advertising) A pricing strategy where costs are adjusted based on geographic regions or market demand.