| Reach
– Reach refers to the estimated number of individuals or households
exposed to an advertising message during a specified period of time.
It can be given as either a percentage or number of individuals.
Readership – the total number
of primary and pass-along readers of a publication
ROI – Return on Investment (ROI)
seeks to find the actual or perceived future value of a marketing
campaign. It is calculated as the ratio of the amount gained or
lost, relative to the initial investment.
RSS – Really Simple Syndication
(RSS) is a family of web feed formats specified in XML (a generic
specification for data formats) and is used for web syndication.
RSS feeds enable users to passively receive newly released content
such as text, web pages, sound files, or other media.
Search Engine Optimization – Search
engine optimization (SEO) is a set of methodologies to improve the
visibility of a website in search engine listings. The term SEO
also refers to "search engine optimizers," an industry
of consultants who carry out optimization projects on behalf of
clients’ sites.
Seasonality – The seasonal fluctuation
in sales for services and products throughout the year.
Speaking engagements - A planned event
in which an individual educates the public on a particular topic.
In marketing, speaking engagements are used to increase a client’s
visibility and strengthen his or her reputation as an expert in
the field. In addition, these opportunities give the speaker direct
contact with his or her target audience.
Survey - An accumulation of a sample
of data or opinions considered to be representative of a whole.
Surveys are useful in public relations to support a client’s
claim(s). They can be cited from other sources or funded by the
client and conducted by a third party.
Syndicated Program – A radio
or television program that is distributed in various markets by
a specialized organization.
Tabloid – A newspaper that measures
at 12” wide by 14” high and is approximately half the
size of a standard newspaper.
Tagline – A meaningful phrase or
slogan that sums up the tone and premise of an organization in a
way that is memorable to the public. A tagline is often the theme
for a larger campaign.
Target audience – Groups in the
community selected as the most appropriate for a particular marketing
campaign or schedule. The target audience may be defined in demographic
or psychographic terms, or a combination of both.
Tear sheets – A page sent to the
advertiser that serves as proof of the ad insertion.
Telemarketing – The process of
using the telephone as a medium to sell goods and services directly
to prospective customers.
Trade publication – A trade publication
often falls between a magazine and a journal, with articles focusing
on information relating to a particular trade or industry. Trade
publications typically contain heavy advertising content focused
on the specific industry with little if any general audience advertising.
Trademark – A trademark is a design,
logo, or brand name registered for the exclusive use by a manufacturer
to distinguish its product or service.
Unique selling proposition (USP) –
the distinct features and benefits that differentiate a company’s
product/service from the competition.
Web designer – A web designer
creates websites, often by using web-authoring software or an HTML
editor to design the individual pages. In some cases, web designers
may plan the overall look of a website, but leave the actual coding
to a webmaster. |
