Transcript of Marketing Jargon Buster
- 1. MARKETING:JARGON BUSTER
GETTINGREADYFORAGREATCAREERINMARKETING Multi-channel A term for
using numerous channels to communicate for marketing purposes,
usually includes social media, email, web, events, video and print.
Value Proposition A phrase used to describe the way a business
presents its products or services in a way that promotes value add
to potential customers. A way to present a full service as opposed
to products in silo. Customer Segmentation A process for splitting
customers and potential customers into sub categories. Customers
can be split by volume of business, buyer types, sector / industry,
or the stage of the buyer cycle they are at, e.g. hot prospects.
Segmentation helps ensure appropriate marketing messages are sent
to the right people. Brand Positioning A way to describe how a
brand promotes itself to the market. Brands position themselves
differently if they are market leaders, underdogs or challenger
brands. Brands also position themselves according to the type of
product or service they are promoting, the type of consumer they
are targeting and the context of the competitive market they are
in. Emotional Marketing A phrase used more recently referring to
marketing in a more personal way, seeing consumers as humans, where
marketing taps into the emotions of the consumer. A good example is
the Dove beautiful campaigns. Thought Leadership Refers to content
(e.g. PR, speaker slots or online content) that positions the brand
as trusted, credible experts in their field by offering informed
opinions. Engagement Refers to a measure of some kind of
interaction (physical or online) as opposed to simply being served
an advertising message. Can include a like, playing an online game
or signing up for something. ABM Acronym for Account Based
Marketing referring to marketing activity aimed at existing
customers in order to develop sales with existing accounts. Big
Data Refers to making sense of the immense amount of data that
businesses have on their customers buying habits, buying cycle and
behaviour. More recently talked about in relation to businesses
taking a single customer view- using data to look at customers
behaviour more cohesively and thus making marketing more targeted
and relevant. SME Acronym for Small & Medium Enterprises and
essentially refers to non- corporate businesses that are smaller
than 10 million turnover. Micro Business Usually refers to start-up
businesses or owner-operator small businesses. Brain Dump The act
of throwing down all thoughts and ideas very quickly with no
rationalisation or quantification - usually takes place within a
brainstorm. Leverage A hybrid of influence and effectiveness, as
in: The brand has great leverage with teenagers. Activation Simply
put, bringing to life a marketing programme - the plan is activated
once its been created. Execution How well a campaign was carried
out, as in: Have you seen their new ad? Interesting concept,
abysmal execution. Below The Line (BTL) Advertising that encourages
the consumer to respond somehow (getting into a dialogue with them)
- getting them to click a link, post something back or make a call.
For example - direct mail, internet ads. Above The Line (ATL)
Advertising that delivers brand messages to the consumer that
doesnt aim to start a dialogue with the consumer and is not
interactive - such as billboards, TV, radio and a lot of print ads.
Through The Line (TTL) A mix of above the line and below the line
advertising. Integrated A mixture of all or many different types of
advertising for one campaign. Experiential A type of marketing that
creates an experience (such as an event) that the customer takes
part in, with the purpose of creating a stronger emotional
connection with a brand. ROI Return on investment - results
compared to what they cost. Can be measured in number of sales,
number of website hits, number of inquiries, and so on. Decide how
youre going to measure it before a campaign starts! See CPI, CPP
and CPM below for examples. CPI Cost per inquiry. CPP Cost per
rating point - how much it costs to buy advertising space (in any
medium) per 1% of the target audience. CPM Cost per thousand - how
much it costs to buy advertising space (in any medium) per 1,000
people within the target audience. Generation X The teenagers and
people connected to music, pop and social movements between the mid
80s and mid 90s, typically born between the mid 60s and mid 70s.
Generation Y The generation dependent on digital technology,
typically born in the early 80s onwards. Generation Z Todays kids,
born from around 1995 onwards. GENERAL JARGON
- 2. GETTINGREADYFORAGREATCAREERINMARKETING Paper Types Can be
gloss / matt / uncoated / coated. Bulk (Paper Thickness) Measured
in gsm (grams per square metre) e.g. 150gsm is thinner (lighter per
square metre) than 350gsm, which is thicker (heavier per square
metre). Paper Size Know your paper sizes and dimensions see our
separate handout. Folds See our separate handout to help you know
your roll folds from your gate folds. PP As in 12pp booklet refers
to the number of printed pages for example 2pp is a double-sided
flyer (printed on two sides). Artwork Finished layout of
typesetting, drawings and photographs, made up in a form, which is
ready for the printer to print from. A/W Abbreviation for artwork.
Bleed Printing where the colour continues off the edge of the
paper. Blind Emboss Process of raising letters or designs on card
or tough paper onto which no printed image has been added. Blocking
To impress or stamp a design upon a cover. The design can be
blocked in colour inks, gold leaf or metal foil. Most commonly used
on case bound book covers. Creep When the middle pages of a folded
section extend slightly beyond the outside pages. Crop Marks
Printed lines on the edge of paper indicating where the paper
should be cut to produce the correct page size. Die Cut A shaped
cut out leaflet or brochure. PRINT JARGON Digital Printing Printing
straight from electronic artwork (no plates used as with litho
print). Typically printed out of four colour process. Ideal for
short runs up to about the 1,000 mark. Encapsulation Plastic
coating providing a rigid, watertight covering for printed matter.
Embossing The process of raising letters or designs on card or
paper. Finishing All operations after printing (i.e guillotining,
folding, binding, etc). FTP File Transfer Protocol (FTP) is a
network protocol used to transfer data from one computer to another
through a network such as the Internet. Laminating A thin plastic
film used on the covers of printed literature to give protection.
This can be gloss or matt finish. Ream 500 sheets of paper. RGB 3
colour split (Red, Green, Blue). Typically used for web based
images. RGB images must not to be used in artwork for print.
Although RGB images can be converted to CMYK in the RIP process,
unusual and unwanted results may occur. Shrink Wrapping Method of
packing printed products by surrounding them by plastic, then
shrinking by heat. Spot / Special Colour A colour, which cannot be
made up of the four component colours - CMYK. They are listed in a
Pantone colour swatch book. For example, if a corporate logo
contains a special blue and is included in a brochure with
photographs and text; this is termed a five colour job. (CMYK
(pictures+text) + special blue = 5 colours). Stock Paper or card to
be printed on. MARKETING:JARGON BUSTER
- 3. GETTINGREADYFORAGREATCAREERINMARKETING Usually quite
specific to the retailer or brand manager, but here are a few
common ones. POS Point of Sale. POP Point of Purchase. FSDU Free
Standing Display Unit. Shelf Barker A label that sits on the front
of a shelf under a product. Table Talker A piece of card displayed
on a table with sales information. Arch A display designed to go
from one gondola to another, over and above the aisle. Aisle Jumper
An overhead wire that reaches from aisle to aisle, jumping the
space between. Flags and pennants announcing advertising messages
are draped over the wire. Differs from an arch in that it is just
the frame. Bin A holder for bulk merchandise. Can be made of wire,
wood, corrugated, sheet metal, plastic etc. Also known as a dump
bin. Conceptual Renderings Typically art boards with a multitude of
ideas for structure or graphics or both. Used in first stages of
design to better understand design constraints. Usually computer or
marker renderings. Display A device or an accumulation of devices
which, in addition to identifying and/or advertising a company
and/or product, may also merchandise, either by actually offering
product for sale or by indicating its location. A display
characteristically bears an intimate relationship with the product
whereas a sign is more closely related to the name of the
manufacturer, the retailer, or the product. Double-Sided Display A
display with a sales message on both the front and back. Gondola A
(free-standing) shelved unit for displaying goods in a supermarket,
etc. Gondola End A display designed to be used at the end of a
gondola (set of shelves). Gondola ends are usually large displays.
Gondola Topper A two-sided display to rest on the top of the
gondola in such a way that it can be seen from numerous aisles, or
coming and going in both aisles. Hanging Sign A sign that hangs
from a mounting bracket that usually projects from a wall, ceiling
or post. It usually features copy on both sides. Header Top fascia
of a display or merchandising unit giving the brand name and/or
advertising message. Mock-Up or Dummy A preliminary hand-made
representation of a new design of packaging, display or
merchandising unit. Can be white or coloured-up to show graphics.
Permanent Display A display with an intended length of use of six
months or more. Point of Purchase (POP) The location, usually
within a retail outlet, where the customer decides whether to
purchase a product or service. Point of Sale (POS) The location,
usually within a retail outlet, where the customer pays for a
product or service. Promotional Display In the broad sense, all
displays are promotional, but promotional is also used to indicate
a display that is designed to be used only for the duration of a
particular promotion, as opposed to those pieces that are designed
for use for an indefinite period. (See Permanent Display and
Semi-Permanent Display). Prototype 3-D same-size replica of the
original design utilising the same specification materials as
proposed for a production run. Used to prove functionality,
aesthetics, etc. Wobbler A lightweight display that hangs over a
shelf and bobs and turns with the air currents. POINT OF SALE
JARGON MARKETING:JARGON BUSTER
- 4. GETTINGREADYFORAGREATCAREERINMARKETING Roller Banners / Pop
Up Banner / Pull Up Banner Brand names include Grasshopper or
Sidewinders. All refer to a single free-standing exhibition stand.
Booth An American term for an exhibition stand. Often refers to a
3m x 3m stand with basic walls and flooring. Floorplan The layout
of an exhibition or event showing all the stands and major venue
features. Loading Dock The area normally located at the back of the
venue where goods may be unloaded and brought into the venue.
Manual Most organisers issue an Exhibitor Manual to each exhibitor
once they have contracted to an event. The manual will generally
include an information section, checklists, order forms and
catalogues for additional services. Octanorm An internationally
recognised modular construction system for exhibition stands.
Comprises eight sided poles, flat panels and other accessories for
flexible yet affordable stand design. Organiser A company who puts
events together. Some organisers own the events they run while
others organise events on behalf of industry associations. Rigging
The process of hanging lights or banners from the ceiling of a
venue. Generally allowed above your own stand at an additional
cost. Shell Scheme Exhibition space supplied with a basic stand.
Often includes carpet, walls, lighting and a nameboard. Sometimes
includes a PowerPoint but not always. Space Only Exhibition stand
supplied as bare floor-space. You will need to build your own
stand. Supplier A company who provides services to the exhibition
industry. For example furniture, stand design, rigging, transport
or signage. EXHIBITION JARGON PSD File Refers to a Photoshop file
(most often used for website design). EPS File Refers to a vector
based file which can be scaled easily without reducing quality,
particularly important for print. FILE JARGON MARKETING:JARGON
BUSTER