Jargon buster: Marketing
Notorious for their in-terms, marketing execs need a good de-jargoning. We do the honours.
Add your own bits of jargon-busting down below in
the comments section - the more confusing terms we can all
demystify together, the better life in business will
be.
Concept: idea
Ideation: coming up with ideas
Braindump: 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 it's been created
Execution: how well a campaign was carried out, as
in: "Have you seen their new ad? Interesting concept, abysmal
execution"
Pesterpower: the harnessing of children's ability to
annoy their parents into making a purchase or carry out a desired
action
Below the line (BTL): advertising that encourages the
consumer to respond somehow (getting into a dialogue with them) -
getting them to click a link or post something back or make a call,
for example - such as much direct mail, internet ads that want
consumers to click on them
Above the line (ATL): advertising that delivers brand
messages to the consumer that doesn't 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 you're 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 and coming of
age between the mid 90s to mid 00s
Generation Z: today's kids, born from around 1995
onwards
MTV Generation: somewhere between Generation X and
Generation Y
Generation O: recently coined term, short for
generation Obama
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