AT&T Marketing Glossary 2024 Flashcards
Accountable
Delegates work and is the last one to review the task or deliverable before it’s deemed complete. Accepts the consequences of the outcome. Responsibility cannot be shared.
Agency Brief Package
An artifact created internally that summarizes the direction for the agency with the purpose of confirming an understanding between client and agency on the objectives of a campaign, the audience and what success looks like; Included is the Universal Marketing Brief, Communications Framework (skeleton), and Media Brief.
Agile
A flexible and adaptive approach that involves iterative development cycles and continuous improvement. Agile is more suitable to projects that have changing scope and need to respond to customer feedback.
Approver
Final approver on a stage gate phase. Limited number of people, ideally one. Peers and key partners can and should be consulted as appropriate.
Asset Library
An online repository that helps brands store, source, manage, and share critical digital files; can include vector files, images, color palettes, fonts, and other available resources needed for any marketing project.
Asset Tagging
An inventory management strategy to better classify and describe the assets; Tags can be used to provide detailed information on an asset level. Assets can be manually tagged or with the automated tags.
Audience
A specific group of customers that determined to be most likely to purchase a product/service; the focus for a marketing activity to reach or impact.
Audience-Specific Messaging
Messaging tailored to specific audiences that is reflects the Purpose and Product Positionings.
Audio Marketing
A marketing method where the output is audio content, versus written or visual content; Channel examples include Radio and Streaming Audio.
Big Box Retail
A big-box store (also hyperstore, supercenter, superstore, or megastore) that is a physically large retail establishment, usually part of a chain of stores. Tactic examples include non-AT&T branded stores such as Best Buy, Costco, Target, and Walmart.
Brand
An intangible asset that represents a company and / or its products and services allowing the marketplace to identify and create perceptions about the attributes that such asset conveys; A brand is represented in all interactions with customers, prospects and any other audiences.
Brand Equity
The value of a product, company, or trademark name as perceived by the marketplace.
Brand Love
A virtually unbreakable bond between our brands and customers, which serves as an advantage over other suitors and results in exclusive loyalty to AT&T.
Brand Loyalty
Viewed as behavioral and attitudinal. Behaviorally, it is sticking with a brand at purchase. Attitudinally, it is preferring AT&T to competitors. Emotional, not transactional, loyalty should be the goal.
Brief Addendum
A templated artifact that ladders up to a Universal marketing Brief (UMB) with its strategy but has a shift in messaging, creative, etc. (Ex: Hispanic vs. General Market, adding a retention focus to an acquisition campaign, creative refresh etc.).
Business Objective/Imperative
What the brand must accomplish in the marketplace to meet its business goals.
Campaign
A marketing activity that is timebound and shares a single idea or theme designed to promote a brand, product or service; Often supported by different types of media and channels.
Campaign Ecosystem
The mapping of cumulative impacts across multiple touchpoints (not a requirement for all campaigns).
Capabilities
The unique combination of people (knowledge, competencies, incentives, culture), processes (tasks, methods, roles, decision rights), technology (stacks, systems, suppliers), and data (sources, types, usage) that delivers a desired Marketing outcome.
Channel
Method of selling and communicating marketing messages to the customer; includes paid, owned and earned communications.
Channel Plan
A approach that lays out in-market messages by marketing tactic and customer journey.
Cinema Marketing
A marketing method that uses advertisements in theaters where movies are shown for public entertainment; Examples include advertising spots purchased at a movie theatre.
Communications Architecture
A single view that encompasses all marketing communications across the AT&T organization; A living, flexible communications architecture that can expand and absorb new campaigns or communications initiatives; Two levels exist: Pan-AT&T and by line of business.
Communications Framework
A structure that lays out what each tactic should do or say for a campaign to address customer problems or needs; Key elements include: strategic audiences, barriers or insights, comms task, channel, messages and measures of success.
Communications Plan
Articulation of the comms strategy; Elements can include deliverables such as Comms Architecture, Channel Plan, Comms Framework, Annual Blueprint, Ecosystem, Moments When, and Measurement Framework.
Communications Planning
The discipline of developing a strategy to effectively and efficiently communicate a message to a specific audience; Connects creative to media in order to focus on customers and how we show up at the right places with the right message.
Consult
Provides information and/or capabilities necessary to complete the step/activity
Consumer
Segment of customers who are typically the decision maker and end user of the product they purchase. Most often, residentially based services.
Creative Asset
Digital files used for marketing and advertising campaigns or projects.
Creative Brief
An artifact created by the agency that summarizes critical information for a creative project, such as a marketing or advertising campaign. It outlines the project purpose, goals, audience, messages, and deliverables and helps the creative team or agency understand the strategy of the project and measure progress; This is the first deliverable the agency provides back to AT&T after the Agency Briefing session – inclusive of the Get-To-By.
Creative Compass
The guide to see broader view of intent and strategy; visual representation of the message tied as closely as possible to the creative language
Creative Development
The process of concepting and refining messaging or artistic direction with the goal of driving an outcome.
Creative Execution
The way a marketing strategy is brought to life inclusive of visuals, messaging, scripts, etc.
Creative Lead
Manage the creative strategy, providing key inputs throughout process and directly partnering with agency partners
Creative Platform
Creative idea(s)/structure supported by sample assets. The first version of a customer-facing articulation/idea of the message that incorporates insights and creativity to make it more powerful and personal to the customer.(e.g., Snicker’s “You’re Not You When You’re Hungry”, “Gigillionaire”)
Creative Toolkit
A file containing elements of the creative compass that is intended to guide/instruct on how to deploy the compass in various formats leveraged by internal workstreams for production (includes fonts, visuals, layouts, key art etc.).
Customer
A person or organization that purchases goods or services from a store or business.
Customer-Centricity
The continuous understanding of the needs of both the current and potential target customers and the use of that knowledge for creating customer value.
Customer Persona
A profile that represents a subset of customers who share similar characteristics, goals, needs, expectations, and / or behaviors; Can be used to design messaging, customer journeys, service experiences or product features.
Demand Segment
A market segment that separates an audience by what they need and want by looking at product usage occasions, demographic profiles, and other psychographic context
Design Target
A targeted subset of segmentation that identifies shared attributes among the most valuable, influential customers. It’s who you think of when designing products, creating messaging, etc. It reflects the person most suited to AT&T’s products and services, without alienating broader, mass audiences; Example at AT&T include Super Connectors.
Digital Adoption Platform (DAP)
Training platforms that can improve user onboarding and experience by providing customized “point-in-time” guidance and information for different user personas; It sits on top of other software, websites, or applications.
Digital Asset
An asset that is created, stored, and transmitted electronically, such as photos, videos, or music.
Digital Asset Management (DAM) Taxonomy
The scheme of classification used to categorize and organize digital assets. It is the data structure on which a DAM must be built to make assets findable through searching and filtering.
Digital Asset Management (DAM)
A tool or technology that is used as a centralized repository to aid in the process of storing, organizing, managing, and retrieving digital assets
Digital Out of Home (OOH) Marketing
A marketing method that involves e-displaying dynamic promotional media such as videos, animations and brand advertisements; Refers to any out-of-home digitized advertising display that can be seen on the streets or at places of public gathering, such as stadiums and malls.
Direct Digital Marketing
A marketing method that uses direct lines of digital communication to send advertisements to a target audience; Direct marketing campaigns typically feature calls-to-action that allow tracking and measurement of responses. Examples of this direct tactic includes direct digital message such as email, text, mobile message communication to current and potential customers.
Direct Marketing
A marketing method that involves communicating or distributing information about a product or service to potential customers who are likely to buy it without using a third party like mass media. Examples of this marketing Channel include Direct Physical, Direct Email / Digital and Fulfillment / Postage.
Direct Physical Marketing
A marketing method that leverages physical correspondence sent to customers in the hopes of getting them to patronize your business. This direct tactic includes direct mail, letter kits, bill inserts, postcards and self-mailers to current and potential customers; Physical marketing materials like door hangers and fliers.
Display Marketing
A marketing method that appears on third-party websites and uses video, image or text elements to market products or services; Examples of this display channel include banner ads, desktop and mobile leaderboard ads.
Earned Media
Exposure of mentions AT&T receives either organically or through PR
E-commerce
The buying and selling of products or services over the Internet.
eCommerce Affiliate Marketing
A marketing method that promotes AT&T’s products and services via an external e-commerce site that earns a commission for doing so. This partner tactic includes Amazon.com, Walmart.com, and other primary and microsites.
E-commer Platform
Software or technology that enables online businesses to manage their operations, including product listings, inventory, payments, and shipping.
Enabling Capability
Functionality or feature (network, technology, pricing) that enables or enhances a product, experience, operational efficiency, or profitability
End-to-End Marketing Process
The marketing activity process initiated through development of the Universal marketing Brief that carries through to go-live execution and retrospective.
Enterprise
Segment of customers where the decision maker is purchasing products/solutions for large-scale business purposes. End users are employees. Distinguished from the Mid-Market segment by size, scale, complexity and customization of account.
Epics
A significant solution development initiative. Due to their considerable scope and impact, epics require the definition of a Minimum Viable Product (MVP). Business epics directly deliver business value, while enabler epics advance the Architectural Runway to support upcoming business or technical needs.
Executional Audience
A group of customers identified as most likely to purchase a given product/service and react to the specific creative developed for them; Marketing activities can include a singular or multiple executional audiences and are often derived from demand segments and customer personas, but could also me more specific based on demographics, geographic or purchase occasion (e.g., Movers, Recent Grads, Mothers during Mother’s Day, etc.).
Feature
A separate attribute, benefit or function that comes with a product. A feature may be added to a product to make the product more valuable.
Front End
Presentation Layer, UI, etc.
Fulfillment
The process of receiving, packaging, and shipping orders for goods. Examples include Direct Fulfillment (DF), Buy Online Pickup In-Store (BOPIS) AKA “Click & Collect”, Curbside, Courier, etc.
Get-To-By
Distills the most important elements of the creative brief into a single line. It includes your target audience, the problem they are facing, the response you desire, and your main proposition or message (GET the audience TO do something BY telling them this)
Inform
Notified of results and decisions where there is a one-way communication
Integrated Marketing Calendar
A consolidated marketing calendar that is intended to be a single source of truth for upcoming marketing activities, campaigns, and milestones; used to increase visibility and support planning across the marketing organization
Insight
1) A simple explanation that gets to the heart of people’s thoughts and behaviors and provides inspiration to grow the business. 2) A retrospectively self-evident aha! that strikes a responsive chord in people (e.g., customers, consumers, etc.). True insights link to business strategy and power new destinations.
Internal Audience
A specific group of people that are comprised of individuals within an organization (AT&T).
Legacy
Any product or asset associated with the wireline copper-based network.
Linear Video Marketing
A marketing method that relies on straightforward and time-based, or linear, audiovisual media as its method of presentation. Linear marketing takes place at a specific time and for a predetermined duration. Examples of this Video tactic are often seen in television advertising delivered via Network and cable directly FTA or set top box.
Marketing Segment
A subgroup of the larger market, a Market Segment is a way to define audience or customer groups in a targeted fashion to address the unique needs of that group. Market Segments allow for marketing to address specific needs and wants of specific segments.
Marketing Activity
Efforts a company undertakes to build its brand, promote its products or services or build relationships with customers; Can be brought to life through a campaign or sponsorship.
Marketing Events
A marketing method that includes live and/or virtual events where audiences interact with a product or brand face-to-face. These could include sponsorships, events, conferences, pop-ups, etc.
Marketing Owner
Within the context of a marketing activity, the strategic lead accountable for the delivery of a marketing activity engaged from inception to completion.
Marketing Priority
A broad objective, aligned with AT&T’s overall business goals, deemed most important for marketing to accomplish.
Marketing Resource Management (MRM)
A tool or technology that is used to manage end-to-end campaign process and workflow. It helps organizations centralize marketing activity intake, plan and budget marketing activities, and track production and execution activities.
Marketing Value Proposition
A unique and credible commitment Marketing makes to the company for how it will fulfill its role and deliver value to customers and the firm.
Media Lead
Within the context of a marketing activity, the individual who manages media strategy, planning and tactics internally and externally.
Metadata
A set of data that describes and gives information about other data. Metadata helps clarify information and makes it easier to find and manage digital files.
Mid-Market
Segment of customers where the decision maker is purchasing products/solutions for medium-scale businesses. End users are employees.
Minimum Viable Product (MVP)
A version of a product or service with just enough features to be usable by early customers who can then provide feedback for future product development. Releasing an MVP means that developers potentially avoid lengthy and (possibly) unnecessary work. Instead, they iterate on working versions and respond to feedback, challenging and validating assumptions about a product’s requirements.
Offer
An offer represents additional value to customers included but not limited to: availability, convenient delivery, technical support, special discounts or price. (Note: this is sometimes/often referred to as “promotions” inside of AT&T.)
One Voice Feedback
The ability to give clear and concise feedback with cross functional alignment to the overall strategy.
Original Equipment Manufacturer (OEM)
Refers to either (1) a company that manufactures a product that is rebranded and resold by another company, or (2) a company that manufactures parts or products designed to be incorporated into end-products sold by another company.
Out of Home (OOH) Marketing
A marketing method that can be found outside of a consumer’s home; Traditionally this channel includes everything from billboards to bus shelters, benches and everything in-between.
Owned Channels
The physical or digital marketing channels that a brand has complete control over, including a company’s retail stores, websites, apps, blogs, social media, email and SMS; sometimes referred to as owned marketing channels.
Owned Media
Messaging environment and platforms owned and controlled by AT&T.
P&L Responsibility
Accountable for overall profitability of a business segment, product, and/or line of business across revenue and expense as well as return on investments.
Paid Media
External Communications through paid placements
Paid Search Marketing
A marketing method that allows companies to pay search engines to place their ads higher on relevant search engine results pages (SERPs) with the goal of driving traffic to their site. Pay-per-click — or PPC advertising — is the most common form of paid search for this channel.
Paid Social Media Marketing
A marketing method that utilizes social networks such as Facebook, Twitter and Instagram to deliver paid ads to your target audience; Examples of this tactic include pay-per-click ads and pop-up ads.
Partner Marketing
A marketing method that is a strategic collaboration between parties, whether it is two businesses or a business and an individual, for example, an opinion leader or an influencer. The main purpose of these collaborations is to accomplish the key objectives of both parties.
Permanent Out of Home (OOH) Marketing
A marketing method that involves marketing in public spaces on walls, bulletins, public transportation (buses, trains, station platforms, terminals, etc.) and one-of-a-kind spectaculars.
Placement (Distribution)
Place is the physical and digital distribution channels where companies sell, service and support products and services to their customers.
Platform
Marketing Messaging: the foundation on which Marketing content and creative are built to deliver a brand, product, or service’s value proposition to the marketplace.
Technology: A group of technologies that form the foundation on which applications run or are used as the base on which other applications, processes, or technologies are developed.
Price
Price is the amount of money companies charge customers for products and services. The right price maximizes profitability and sales. The price also must be related to the product’s real and perceived value. Pricing can have a significant impact on the overall success of a product
Print Marketing
A marketing method that marketers select their target demographic and place print advertisements in places where they will be seen, heard or engaged with offline; This channel can include print newspapers and magazines.
Product
A product is the good or service being marketed and sold to customers. The most successful products fill a need not currently being met in the marketplace or provide a novel customer experience that creates demand.
Product Positioning
The communication of the main, differentiating way that a product, service or brand fulfills a target audience’s needs.
Production
All activities that bring a creative concept or idea to fruition, with a focus on the creation of marketing materials. Examples could include commercials, direct mail, retail merchandising etc
Project Manager
Within the context of a marketing activity, the individual who supports the marketing owner and other key contributors with the process and workflow end-to-end across timelines, coordination, documentation, etc.
Promotion
Promotion includes all the advertising and public relations communications targeting prospects and customers to create awareness, interest and sales. The goal of promoting products and services is to show consumers why they need it, what problem it will solve for them, and why they should feel confident completing the purchase. (Note: this definition differs from how AT&T often refers to “promotion”. Many use the word “promotions” in reference to discounts, incentives, and offers. See offer definition below.)
Purpose
Describes our reason for being, how we do it and what we will be famous for. AT&T Purpose “Connecting people to greater possibility — with expertise, simplicity and inspiration”
RACI
A tool that defines individual or group roles and decision-making authorities for each task in a project or process. RACI stands for Responsible, Accountable, Consulted, and Informed.
Radio Marketing
A marketing method that is the act of promoting your services or products by buying commercials segments on the radio broadcast; In the radio industry, these segments are frequently called spots
Reason to Believe (RTB)
Concise, to-the-point, compelling proof for customers that a brand can deliver on promised benefits; evidence that supports the products key benefit.
Repository
A centralized digital library to store digital assets managed by DAM.
Responsible
Does the work to complete the task. Responsibility can be shared.
Retail marketing
A marketing method that promotes products and services to customers through various channels of distribution to drive sales. This channel involves both direct and indirect marketing strategies, such as advertising, promotions, public relations, partnerships and online marketing through retail partners.
Retrospective
A holistic review of a marketing activity that is conducted at the conclusion of the activity; includes all groups involved in the project and will cover an executive summary, a quantitative review of goals/KPIs and a qualitative review.
Search Marketing
A marketing method that is used to gain online presence and traffic via paid and unpaid strategies on search engines such as Google, Bing and Yahoo.
Segmentation
The practice of subdividing the market into constituent groups of people (Segments) that have similar preferences and needs (i.e., a map of the market).
Social Media Marketing
A marketing method that applies marketing principles and techniques to create, communicate and deliver value to influence target audience behaviors that benefit society (public health, the environment, and communities) as well as the target audience. This channel can include tactics such as paid (the promotion of social media posts, stories, tweets, pins and pictures inside the feeds of social media platforms) and organic amplification by non-paid influencers. (distributing your content among existing audiences).
Social Video Marketing
A marketing method that consists of videos tailored to each social platform and supported with paid placements.
Sponsorship
A marketing activity tied to a specific event or location, funded by AT&T and aligned with another brand to drive / reaffirm widespread brand awareness.
Strategic Territory
A collection of attributes that when grouped together provide a rich creative area that could lead to positioning and campaign concepts; often derived from market research and expressed in prose; get-to-by included within territories.
Streaming Audio Marketing
A marketing method that refers to running paid advertisements on streaming services such as Spotify, Pandora or podcasts.
Streaming Video Marketing
A marketing method that refers to running paid advertisements on streaming services such as Hulu, Amazon Prime Video or YouTube TV.
Tabletop Review
A collaborative cross-functional review of all marketing materials associated with a marketing activity (campaign or sponsorship) to ensure strategic, creative, and brand alignment.
Tactics
What our customers experience, see, and interact with through the manifestation of product, price, packaging, distribution, and communication.
(Target) Audience
1) The intended recipient of a Marketing message, product, or service. 2) The grouping of people based on identifiable characteristics (e.g., Male/Female, Millennial/Gen Z, Black/Hispanic, etc.). An individual can belong to many audiences.
(Target) Segment
A discrete needs-based group of customers and prospects. An individual can only belong to one segment.
Theme
A central idea or message that is reflected across all aspects of a marketing campaign.
Universal Marketing Brief (UMB)
A strategic templated artifact that outlines the framework for a marketing activity, and is used as a reference guide during the end-to-end marketing activity process.
Univeral Marketing Taxonomy
A comprehensive language, naming convention, and hierarchical classification for across all marketing.
Value Chain
The functions that add value to the products or services that the organization sells to Customers and for which it receives payment. All activity across the value chain is focused on the creation of or the satisfying of demand from the consumer.
Value Creation
Profit generated by our initiatives for a customer.
Value Proposition(s)
A unique, competitively differentiated, and credible promise brands, companies and products make to specific audiences, and how that promise manifests itself. It addresses the “costs” people must incur to accept the brand and offering. It’s composed of functional and emotional benefits (reasons to believe) that bring the offering to life for customers.
Video Marketing
A marketing method that uses video content to promote or inform audiences about your brand and products. Brands can use video across a variety of digital channels and formats, including their own website, social media marketing, programmatic advertising and more.
Waterfall
A structured and sequential approach that requires completing each phase before moving to the next one. Waterfall is a better method when a project must meet strict regulations and milestone deliverables.
White Card
A clear and focused representation of creative message that has been approved by both brand and legal teams, which can be used by multiple workstreams within a marketing activity.
