Advertising 101 Flashcards
JBP
Joint business plan; refers to a collaborative process where a retailer and a supplier work together to set shared goals, strategies, and initiatives to maximize profitability for both parties, often involving aligning on sales targets, promotions and marketing plans
UTM
Urchin Tracking Module; refers to a code snippet added to the end of a URL to track where website traffic originates from, allowing marketers to measure the effectiveness of their digital marketing campaigns across different channels like social media, email and search ads: essentially it helps identify which sources are driving the most traffic to a website
QBR
quarterly business review; refers to a meeting held between a company and its clients to review the past quarter’s performance, assess progress towards goals and discuss future plans of the upcoming quarter; essentially , it’s a regular check-in evaluate the health of a business partnership
d.scriptor
a tool to up level ad copy creation and is intended to be an enhancement of human-led activity as a way to explore new messaging, it’s not intended to replace any services
zeta
a marketing technology company that offers an AI-powered marketing platform to help businesses acquire, grow and retain customers
CTV
a method of advertising that uses video ads to reach audiences watching TV content on internet connected devices. CTV stands for connected TV, which refers to the device that the content is delivered on, rather than the content itself
STV
streaming tv advertising; a way for brand to reach audiences through video ads that play on streaming services. Full screen, non-skippable video ads that appear before, during or after streaming content. they can be found on platforms like IMDb TV, Fire TV, and other on-demand apps
Pmax
a type of Google ads campaign that allows advertisers to promote their products or services across multiple google channels: YouTube, Display, Search, Discover, Gmail and Maps
agyle
founded by dents with the mission to develop, finance, produce and market entertainment that creates cultural connections, tells powerful stories, and attracts audiences and platforms alike
BLS
brand lift study; a tool that advertisers use to measure the impact of their campaigns on brand perception.
A short survey that advertisers send to users during campaigns to analyze how their ads impact brand perceptions and KPIs.
Uses metrics like brand awareness, ad recall, and brand consideration to provide insight into how people feel about a brand or product
Flowcharts
the main source of truth when it comes to budgets, flighting and campaigns. Need to reflect all update and most accurate budgets and spending
Flighting
an advertising strategy that involves alternating between periods of running ads and periods of not running ads
flight
the period when ads are running
hiatus
the period when ads are not running
Flight media tools
refer to software or platforms used in media planning to schedule advertising campaigns in “flights” meaning periods of active advertising followed by breaks or “hiatuses,” allowing for targeted exposure during specific timeframes while potentially saving on ad budget by not running ads continuously
vehicle
the specific media chosen to carry an advertising message. a specific platform or channel used to deliver an advertising message. In MT, this is a specific campaign
OOH
out of home advertising
DOOH
digital out of home advertising
MiQ
a programmatic media company that partners with marketers and agencies to optimize ad campaigns. the company specializes in cross-channel programmatic solutions across various industries and markets
Roblox
combines two words: Robots and Blocks. It’s all about letting players use building blocks to create their own games and worlds, kind of like robots constructing things. an online game platform and game creation system developed by Roblox Corp. That allows users to program and play games created by themselves or other users
Endcap
a retail marketing strategy that involves placing a product display at the end of an aisle or shelf in a store
WBS
a visual tool that helps organize and plan marketing projects by breaking down tasks into work packages and groups
coupa
a cloud-based platform that helps businesses improve efficiency, collaboration and growth. It offers a suite of solution that can help with finance, procurement, supply chain, IT, expense management, spend visibility
cloud based platform
using a digital advertising platform that is hosted on a remote server (“in the cloud”) allowing access and management of advertising campaigns through the internet, rather than on a company’s local hardware
UGC
user generated content; any type of content like photos, videos, reviews that is created by individuals (users) rather than by a brand or company itself, often shared on social media platforms, and typically showcasing their experiences with a product or service. EX: Instagram posts tagging a brand, customer testimonials on a website, YouTube video reviewing a product
IAB
International Advertising Bureau; a non-profit organization that sets standards and guidelines for online advertising. Helps to ensure that digital ads are legeal, effective and consistent across devices and platforms
KPI
Key performance indicator; a quantifiable measure of performance over time for a specific objective
smm
social media marketing
AIDA
awareness, interest, decision, action
QA
quality assurance
RFP
request for proposal; a document that outlines the requirements for a project and asks potential vendors to submit proposals
ROI
return on investment; a calculation of the monetary value of an investment versus its cost
USP
Unique Selling Proposition; the essence of what makes your product or service better than competitors. In online marketing, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert on your site
IBL
inbound links; a link from another website to your website. Ex: amazon linking to your brand’s page
SEO
search engine optimization; about helping search engines understand your content, and helping users find your site and decide about whether they should visit your site through a search engine. Utilizes things like keywords, internal and external links, and optimized content to help search engines find content and rank websites higher on search engine results
UX
user experience; how a user interacts with and experiences a product, system or service. It includes a person’s perceptions of utility, ease of use, and efficiency
B2B
business to business; a type of commerce involving the exchange of products, services, or information between businesses, rather than from a business to consumer. Ex: transaction conducted between two companies, such as a wholesaler and an online retailer
B2C
business to consumer; refers to the process of selling products and services directly between a business and consumers who are the end-users of its products or services
GA
google analytics; web analytics tool that helps users understand how their website or app is performing
CTA
call to action; an instruction to the audience designed to provoke an immediate response
EOD
end of day
CPM
cost per 1000 impressions; stand for cost per mile (latin word “mile” means a thousand). Represents the cost a marketer will pay for every thousand impressions of a digital ad
CTR
click through rate; the number of clicks that your ad receives divided by the number of times your ad is shown. a metric that measures how often people click on an ad or link relative to how many times it was viewed
CPC
cost per click; bidding means that you pay for each click on your ads. A metric used to measure how much an advertiser pays for each click on their ad
PPC
pay per click; type of online advertising where advertisers pay a fee when someone clicks on their ad( also known as CPC)
VTR
view through rate; a metric that measure show many people watched a video ad to the end
CPA
cost per acquistion; a marketing metric that measure the average cost to acquire a new customer
BR
bounce rate; the percentages of website visitors who leave after viewing only one page
CR
conversion rate; a marketing metric that measures the percentage of people who take a desired action after being exposed to an ad or content
LPV
landing page views; a metric that tracks how many times a landing page is viewed after someone clicks on an ad. When a person clicks on your ad link and then successfully loads at least some of your ad’s destination URL or instant experience
PPV
pay per view; a model where a business pays for each time their ad is viewed. advertisers pay a set amount for each time a consumer sees their ad
DSP
demand side platform; a software tool that helps advertisers buy digital ads across multiple publishers. Think of this as a digital stockbroker, where instead of stocks, advertisers bid on ad impressions, competing with others to display their ads to the right audience at the right time
the trade desk
a tech company that helps advertisers buy digital media
Miq
programmatic media partner that helps brands and agencies create and execute advertising campaigns. Full service campaigns that include data analytics, creative build and trading insights
SOV
Share of Voice; the percentage of market conversation or advertising presence a brand holds compared to its competitors within a specific market, essentially measuring how much of the overall industry dialogue a brand is capturing. Often calculated by dividing a brand’s advertising spend by the total market advertising spend for the same product category
SLA
service level agreement; a contract that defines the expectations and responsibilities of a marketing or sales team. It’s a formal agreement that outlines how the teams will work together to achieve company goals. Sets clear expectations for both teams ensuring they are aligned on goals and responsibilities
FAQ
frequently asked questions
WOM
Word of Mouth
SEM
search engine marketing. a digital advertising strategy that uses paid ads to increase a website’s visibility in search engine results
CLV
customer lifetime value; refers to the total revenue a business can expect to generate from a single customer over the entire duration of their relationship with the company
SWOT
A method for finding, analyzing, and documenting your company’s internal strengths and weaknesses within your control and external opportunities and threats that can affect the realization of your marketing objectives
CPE
Cost Per Engagement; a calculation that estimates how much an advertiser will pay for each time a user interacts with an ad. The formula for calculating CPE is total advertising cost divided by total engagements
consideration
a marketing strategy that aims to increase the likelihood that consumers will consider a brand or product when they are shopping. a phase of the marketing or sales funnel in which customers seek out research, reviews or other information to decide whether to purchase an item
awareness
a marketing strategy that aims to increase a brand’s visibility and recognition amongst consumers. the goal is to educate customers about a brand or product, and to build trust that can lead to sales
TikTok one
a centralized platform on TikTok designed for advertisers, providing them with a single access point to tools like the Creator Marketplace, Creative Challenge, and various creative insights, allowing them to easily discover creators, connect with production partners, and manage their TikTok campaigns all within one interface, essentially one stop for creating effective TikTok marketing campaigns
Top Sheets
in business, this is a tool that provides a high level view of a budget by summarizing all costs into categories and showing totals, credits and charges.
GumGum
a software platform specializing in “contextual advertising” meaning it uses AI to analyze the content of a webpage, image, or video to place ads that are highly relevant to the surrounding context, without relying on personal user data, allowing advertisers to target audiences based on the content they are viewing rather than their individual profiles
wunderkind
an ai-powered performance marketing platform that helps brands acquire and retain customers through personalized messaging. helps brands identify and engage anonymous website visitors by collecting first party data.
ogury
a global adtech company that provides advertising solutions to brands, agencies, and publishers, focusing on delivering privacy centric, data-driven targeting by focusing on “personas” rather than individual users, allowing them to reach the right audience without using personal information; essentially they aim to deliver personalized advertising with prioritizing user privacy
flywheel
can help brand optimize their ads for maximum reach and conversion. it can also help brands understand market trends, customer behaviors, and performance metrics
funnel
in advertising, this refers to a metaphorical representation of the customer journey, depicting the different stages a potential customer gores through from initial awareness of a product or service to ultimately making a purchase
awareness funnel
When the customer first learns about a brand or is exposed to it. Ex: marketing campaigns and consumer research. Events, blogs, webinars, direct mail, viral campaigns, etc
interest funnel
When the customer starts to think about the brand or product. Engagement and introduction to positioning. Ex: emails, targeted content, classes, newsletters, and more
Consideration funnel
When the customer thinks about making a purchase. production information and specials. Automated email campaigns, case studies, free trials, etc
Intent Funnel
When the customer’s goal is to buy the product. Product demos and shopping carts.
Evaluation funnel
When the customer compares to other brands. Marketing and sales work to prove their product is the best. Sales transaction is completed
Influencer amplification
one of our campaigns, this means that a brand is using paid advertising to intentionally increase the reach alf a social media post created by an influencer, essentially putting money behind their content to show it to a wider audience beyond just their followers, thereby promoting the brand’s message and potential customer engagement
prisma
a cloud security suite that provides four different services that use rule-based security policies and machine learning to protect cloud services
Conde Nast
a global media company that produces and distributes content in print, digital, video, film, audio and social media
Nylon
a publication company and an online multi-media platform that distributes digital, social, event, and print assets to its clients. a multi-media brand and publishing company that produces a lifestyle magazine about pop culture and fashion
EOP
End of Play; essentially the same as EOD
Minute Steak
ad-serving partner / provider
RBA
responsible business alliance; the world’s largest industry coalition dedicated to responsible business conduct in global supply chains
IO
insertion order; a document that contains details about an advertising proposal, including information for both the publisher and the advertiser. this can be updated if changes are agreed upon, and a new IO must be created and signed by all parties involved
addendum
something is added to a document
b roll
supplemental footage that’s used to add context, visual interest, and enhance the narrative in a video or film
motovisity
software platform that enables peer to peer recognition, where employees can easily give thanks and positive feedback to one another, often with a small virtual currency system, which ultimately aims to boost employee engagement and morale by making them feel valued and connected within the workplace
channelsight
helps brands improve their online product performance by providing tools to easily connect consumers with their products on various retailer websites thought “stoppable media” features essentially allowing customers to directly purchase products from their preferred retailers within marketing content, while also giving brands insights into their product listings across different retail networks through a “where to buy” function
roundel
use Target’s data to inform ad placement s on third-party social sites or search engines. Display ads get your brand in front of coveted Target shoppers to increase exposure and influence purchasing behavior on and off Target properties
programmatically
refers to the task that can be done in an automated way, especially as opposed to tasks that have to be done manually. Ex: instead of reading every cell in the spreadsheet to look for duplicates, you can filter them out
PO
purchase order
actualize
what was really spent instead of just what the budget said
PDTS
products
shuttlerock
allows marketers to quickly and easily create a large volume of digital marketing content, like video ads and static images, for various social media platforms, by leveraging existing brand assets and utilizing AI technology, even with just a single static image as a starting point, minimizing the need for extensive production time and resources
line item
a topic of discussion that gets it’s own row in excel
populate
means to fill something with data, information, or items essentially filling up a list, database spreadsheet, or form with relevant details, often used in a computer context to describe adding data to a system or document
targeting matrix
a visual tool, usually in the form of a grid, that helps business identify and categorize their ideal customer segments based on specific demographic, psychographic, and behavior criteria, allowing them to strategically target their marketing efforts towards the most relevant audience groups with the highest potential for conversion
Tactical
a short-term marketing strategy that focuses on immediate goals and results. It’s a component of a broader marketing strategy, and is characterized by its agility, precision, and responsiveness to market conditions
Merkury
a data and identity platform that connects brands with customers. It uses a person-based identity to unify customer and prospect records, site and app visits, and consumer data. Provides marketers with unique person-based identity growth, ownership, consumer data enhancement, and connectivity to internal data management systems, marketing technologies and media for targeting
M1 Fees
ad-serving fees / non-working fees
Non-working fees
refers to costs associated with the production or development of marketing materials, like agency fees, creative development, and asset procurement, as opposed to the money spent on distributing those materials to the audience. Essentially, the expense that don’t directly generate immediate revenue or customer interaction
ogury
a global ad tech company that provides advertising solutions to brands, agencies, and publishers
WMC
Walmart Connect; a service that helps brands reach their customers by using Walmart’s customer data, scale, and reach. This is a key part of Walmart’s growth strategy
royalties
payments made to creators for the right to use their intellectual property in a commercial
Intellectual Property
IP; Not a tangible product, but something you created that you own. Ex: business logo or song
R/F
Reach and Frequency. The number of people who see an advertisement compared with the number of times each person sees it
Lamar
An outdoor advertising company which operates billboards, logo signs, and transit displays in the U.S. and Canada
Impression
when someone views a campaign on a marketing platform, such as social media or search engines
YOY
year-over-year is a metric used to compare data from the current year vs the previous year. Using this analysis, finance professionals can compare the performance of key financial metrics such as revenues, expenses, and profit
POS
point of sale, systems are computerized networks used by retailers to process customer sales transactions
MULO
multi outlet is a term used to describe sales data from a variety of retail stores. Data is used by brands to understand how their products and brands are performing against competitors
ecommerce
the electronic buying and selling of goods and services usually via the internet
CRM
customer relationship management; refers to the strategies, tactics, and technologies that marketers use to manage their relationships with customers
omnichannel
advertising strategy that integrates all of a brand’s channels to create a consistent and unified experience for customers
NPI
New Product Introduction; targets HCP. Can help advertisers optimize their campaigns and scale them more effectively. Advertisers can use reliable data to make performance focused optimizations, such as allocating more budget to certain HCPs or shifting to different channels
HCP
advertising that targets healthcare professionals and personalized messages. Includes both paid and unpaid efforts to promote a product or service to them.
ad retention
a metric that measures how many customers remember seeing an out-of-home advertisement
dwell time
a measure of how long a consumers spends near an OOH advertisement
message duration
a measure of how long a consumer views a digital OOH advertisement
minimum booking
the minimum amount of time a client can book an OOH advertisement location
a/b testing
the process of trying out multiple versions of an ad to see which one is most effective
affiliate marketing
a performance based marketing strategy where
