1. 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. 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. 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. 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