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Chris Wall Creative - Website design glossary Category: Technical and IT > Graphic and website design Date & country: 31/12/2010, UK Words: 167

ABC
The Audit Bureau of Circulation which verifies publishers` circulation figures.

Above the line
Advertising spend for which commission is paid to the advertising agency. See also `below the line.`

ACORN
Classification of residential neighbourhoods dividing the entire population of the UK into housing type.

Account management
How an agency or supplier manages their client`s needs.

Advertising Value Equivalent
(AVE) Measurement of the value of the space secured by PR compared to that equivalent amount of space in paid for advertising.

Advertorial
An advertisement designed with the appearance of editorial. These are normally labelled as `Advertising” or `This is an advertisement”.

ADSL
Asymmetric Digital Subscriber Line. Data transmission over copper telephone lines at up to 8 Mbps allowing internet and telephony services to be available simultaneously.

Adware
Free software which includes pop-up banner advertisements. See `Banner Averts` and `Pop-up`.

Added value
Increased worth of a product or service as a result of marketing, e.g. packaging or branding.

Advertising
Promotion of a product or service using paid-for media.

Affinity marketing
Marketing to individuals sharing interests that predispose them towards a particular product.

Agency commission
Revenue given to recognised agencies by the media for all adverts placed.

Ambient media
Communications surrounding us in everyday life - e.g. petrol pump advertising, theatre tickets, cricket pitches or even till receipts.

Ambush
Deliberate attempt to associate with an event in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship.

Animation
Process of adding movement through image manipulation.

Audience
Advertiser`s defined target market.

Banner ad
Advert on web pages used to build brand awareness or drive traffic to the advertiser`s own site.

BARB
Broadcasters` Audience Research Board. Responsible for estimating the number of people watching television.

Blog
Contraction of web log. Internet publishing allowing individuals to express their opinions. Businesses use blogs as a marketing communication channel.

Bleed
Excess printed image that is trimmed off the edge of a page. A printing term.

Bold
Typeset in a heavier typeface.

Brand
Attributes of a product or service which the name or logo of the product or service should evoke.

Brown goods
Electrical goods such as TVs, videos, stereo systems etc, used for home entertainment. Named because they were originally manufactured in bakelite, a brown plastic.

Broadsheets
Larger newspaper formats, e.g. The Daily Telegraph.

Brand extension
Process to develop new products to be marketed under an existing brand.

Business to Business
(B2B) Promotion for any use other than personal consumption. e.g. to manufacturers, resellers, government bodies or any other organisation.

Business to Consumer
(B2C)

Buying behaviour
The process that buyers go through when deciding whether to purchase. Buying behaviour can be influenced by a variety of external factors including marketing.

Click-through
Clicking on an internet advertisement that links to the advertiser`s website.

Classified
Section dedicated to selling goods/jobs/companies etc. It is made up totally of advertising and is the main area of revenue for publishers.

Cost per Acquisition
(CPA) Payment which is solely on qualifying actions such as sales or registrations on line.

Cost per Click
(CPC) Online cost-per-action program where advertisers pay for each time a user clicks on an ad or link.

Cost per Thousand
(CPT) Standard measurement comparing the cost of an advertisement to the volume of target audience.

Comparative advertising
Advertising which compares a company`s product with competing brands

Corporate identity
Corporate identity

Copywriting
Creative writing for advertisements or other marketing material.

Cookie
Data file downloaded on to an end-user`s computer which allows a web site to identify the visitor and be used to build profiles of repeat users of a website.

Consumer
Individual user of products or services.

Cost leadership
Producing goods at lower cost than the competition.

Competitive advantage
Proposition or benefit that puts a product or company ahead of its competitors.

Customer Lifetime Value
(CLV) Profitability of customers during the lifetime of the relationship.

Customer Relationship Management
(CRM) Management of contacts and interactions with customers.

Customer loyalty
Attitudes that persuade repeat purhase e.g. a customer to return to a company, shop or outlet to purchase again, or else to re-purchase a particular product, service or brand.

Customer satisfaction
Provision of goods or services which totally fulfil the customer`s expectations in terms of quality, service and cost.

Data processing
Capture recording and holding of information which can then be retrieved and used, in connection with computer systems.

Data Protection Act
Law making organisations responsible for protecting the privacy of personal data. The current act (Data Protection Act 1998) is the United Kingdom's response to the requirement of the European Directive 95/46/EC.

Database marketing
Use of customer information for targetted marketing activities. Information can be a mix from previous interactions with the customer and what is available from outside sources.

Demographic data
Information describing and segmenting a population in terms of age, sex, income and so on, which can be used to target marketing campaigns. e.g. A, B, C1, C2, D and E. (A being upper middle class / managerial or professional).

Direct Response Advertising
(DRA) Advertising incorporating a contact method (phone number, address and enquiry form, web site identifier or e-mail address), with intention of encouraging direct response to the advertiser.

Digital
A generic term applied to a whole range of electronic media and types of reproduction.

Direct Mail
Delivery of advertising or promotional material to potential customers by mail.

Direct Marketing
Direct Marketing

DINKY
Double Income No Kids Yet - demographic group.

Door to door
Household mailing - usually on a local basis.

DRIP
Differentiate - Reinforce - Inform - Persuade.

Endorsement
Usually by a celebrity, that a product is good.

Ethical marketing
Marketing that takes account of the moral aspects of decision making and production etc.

Fax Preference Service
(FPS) Business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing faxes.

FAST marketing
Focused Advertising Sampling Technique: concentrating promotions into a short space of time to saturate the market.

Flat
Printing term to describe unfinished or unfolded material being provided in sheet form.

FMCG
Fast Moving Consumer Goods - including packaged food, beverages, toiletries and tobacco etc.

Forecasting
Calculation of future events and performance.

Focus groups
Market research via small groups of customers in guided discussions on the topic being researched.

Geodemographics
Analysis combining geographic and demographic variables e.g. `ACORN`.

GLAM
Greying, Leisured, Affluent, Middle-aged - demographic group.

Grey Market
Sometimes called `silver market`. Term used to define population over a certain age - usually 65.

Gutter
Space between the type area of two facing pages.

Heavy
Printing terminology referring to boldest weight of type.

JPEG
Means of saving and transmitting images and text on line.

Keyword buying
Paying for links to a website to appear on internet search engines alongside search results, sometimes as `sponsored links”, based on keywords entered into the search engine.

Litho
Type of printing process ideal for high quality and longer runs.

Logo
A graphic, or logo style usually consisting of a symbol, pictogram and/or group of letters, that identifies a company or a brand.

Mailing Preference Service
(MPS) Individual home addresses where the occupiers have elected not to receive unsolicited direct mail.

Market research
(or marketing research) Gathering and analysis of data relating to market places or its customers.

Market share
A company`s sales expressed as a percentage of total sales of all such products.

Marketing plan
A written plan describing all activities to achieve a particular marketing objective.

Marketing Communications
All methods used to communicate with customers and prospective customers.

Marketing audit
Analysis of an organisation`s existing marketing to identify its strengths and weaknesses.

Market penetration
Attempt to grow a larger market share in an existing market.

Market leader
Largest market share in the field.

Marketing
Management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Marketing mix
The combination of marketing that affects customer behaviour - usually product, price, promotion and place.

Market segmentation
The division of the market place into distinct subgroups or segments.

Market entry
The launch of a new product into a new or existing market.

Mission statement
Summary of business philosophy, purpose and direction

MMS
Multimedia Message Service. Text, audio, graphic and video messages sent by mobile phones, or other compatible devices.

Mood board
A visual illustration tool used to research a consumer`s experience of a brand or product and to help the creative briefing process.

MOSAIC
Geodemographic segmentation model classifying neighbourhoods into 10 lifestyle types ie: Elite suburbs; average areas; luxury flats etc.

Mono
Single colour reproduction.

National Readership Survey
(NRS) A commercial organisation which provides estimates of the number and nature of the people reading UK newspapers and consumer magazines.

Nationals
Generic term for national daily and Sunday newspapers.

Newsprint
Low quality paper on which newspapers are printed.

NILKIE
No Income, Lots of Kids - demographic group.

Niche marketing
The marketing of a product to a small and well-defined segment of the market place.

Offset
Printing process whereby ink is applied to paper as in litho offset.

OINK
One Income, No Kids - demographic group.

OPAL
Older People with Active Lifestyles - demographic group.

Organic Growth/Development
Expansion by growth from ploughing back profits, rather than by mergers/acquisitions.

ORCHID
One Recent Child, Heavily in Debt – demographic group.

Outdoor
Advertising media, principally poster, in outdoor locations and mostly associated with transport.