The 140 Marketing terms you must know
---------------------------------
THE
140
MARKETING TERMS
YOU MUST
KNOW
---------------------------------
A
Above the line
The most visible part of a communication program for the end consumer. Uses mass media channels such as press, bill boards, radio, TV and cinema. See also Below the line.
Advertiser
A company that uses advertising as a strategic tool to build its business. The advertiser most often works with an Advertising Agency.
Advertising Agency
The advertiser’s first communication partner.
Designs campaigns that run in press, TV, billboards, radio, cinema and online.
2
Key departments are Strategic Planning,
Account Management, Creative and
Production.
Account Director
The client contact at the advertising agency:
- briefs the right agency resources
- sells the agency work
- oversees the account profitability
Adaptation work
All translations, modifications and specific implementation ideas that will make a global campaign work locally to full effect.
Agency Brief
The crucial meeting (and document) in which the Advertiser communicates its business and communication objectives to the agency.
3
App
A simple piece of software designed for a specific use and purpose for the end user.
Mainly for mobile digital devices (smart phones and tablets).
Art Buyer
The person who finds the third party talents who will design the final print and TV ads
(photographer, film director, illustrator…).
She also negociates all the production quotes and royalties.
Art Director
The “eye” of the creative team.
In particular is in charge for the look & feel of the campaign. (see also Copy Writer)
4
B
Below the line
The less visible part of a communication program for the end consumer. Uses more targeted channels such as trade publications, direct mail, emailing or even in store activities. See also Above the line.
Benchmarking
The learning process that goes through the study of the best
THE
140
MARKETING TERMS
YOU MUST
KNOW
---------------------------------
A
Above the line
The most visible part of a communication program for the end consumer. Uses mass media channels such as press, bill boards, radio, TV and cinema. See also Below the line.
Advertiser
A company that uses advertising as a strategic tool to build its business. The advertiser most often works with an Advertising Agency.
Advertising Agency
The advertiser’s first communication partner.
Designs campaigns that run in press, TV, billboards, radio, cinema and online.
2
Key departments are Strategic Planning,
Account Management, Creative and
Production.
Account Director
The client contact at the advertising agency:
- briefs the right agency resources
- sells the agency work
- oversees the account profitability
Adaptation work
All translations, modifications and specific implementation ideas that will make a global campaign work locally to full effect.
Agency Brief
The crucial meeting (and document) in which the Advertiser communicates its business and communication objectives to the agency.
3
App
A simple piece of software designed for a specific use and purpose for the end user.
Mainly for mobile digital devices (smart phones and tablets).
Art Buyer
The person who finds the third party talents who will design the final print and TV ads
(photographer, film director, illustrator…).
She also negociates all the production quotes and royalties.
Art Director
The “eye” of the creative team.
In particular is in charge for the look & feel of the campaign. (see also Copy Writer)
4
B
Below the line
The less visible part of a communication program for the end consumer. Uses more targeted channels such as trade publications, direct mail, emailing or even in store activities. See also Above the line.
Benchmarking
The learning process that goes through the study of the best