Vocabulary

Question 1

(Brand) Salience

Answer 1

The prominence or significance of a brand in the minds of consumers, influencing their purchasing decisions.

Question 2

Ecosystem

Answer 2

A network of interconnected elements that work together to create a unified brand experience.

Question 3

Symbiotic

Answer 3

A mutually beneficial relationship between different elements or parties.

Question 4

Narrative

Answer 4

A story or account of events that provide context and meaning to a brand message.

Question 5

Emotional resonance

Answer 5

The ability of a brand message to evoke strong emotions in the target audience, leading to deeper connections and engagement.

Question 6

Empathy-bias

Answer 6

A psychological phenomenon in which people are more likely to respond positively to messages that they can relate to on an emotional level.

Question 7

Information chunking

Answer 7

Breaking down complex information into smaller, more manageable pieces to facilitate understanding and recall.

Question 8

Hot state decision making

Answer 8

The tendency for people to make decisions based on their immediate emotions and needs, rather than taking a rational, long-term perspective.

Question 9

Activation

Answer 9

Marketing activities that drive immediate consumer response, often focused on short-term results.

Question 10

Performance advertising

Answer 10

A type of advertising that aims to directly drive a specific action or result, typically characterized by direct messaging and a focus on the product or service being offered.

Question 11

Brand equity

Answer 11

The value a brand brings to a company based on consumer awareness, recognition, and loyalty.

Question 12

Brand equity

Answer 12

The value a brand brings to a company based on consumer awareness, recognition, and loyalty.

Question 13

Brand positioning

Answer 13

The unique space a brand occupies in the minds of consumers, differentiating it from competitors.

Question 14

Market segmentation

Answer 14

The process of dividing a market into distinct groups of consumers with similar needs, preferences, or characteristics.

Question 15

Integrated marketing communications (IMC)

Answer 15

Coordinating and integrating various marketing communication channels and strategies to deliver a consistent brand message.

Question 16

Unique selling proposition (USP)

Answer 16

A distinctive feature or characteristic that sets a product or service apart from its competitors, making it more appealing to the target audience.

Question 17

Customer journey

Answer 17

The complete set of experiences that customers go through when interacting with a brand, from initial awareness to post-purchase support.

Question 18

(Consumer) Touchpoints

Answer 18

Points of interaction between a brand and its customers, such as advertising, social media, and customer service interactions.

Question 19

Consumer insights

Answer 19

The understanding of consumer needs, preferences, and motivations, gained through research and data analysis.

Question 20

Conversion rate

Answer 20

The percentage of visitors to a website or recipients of an advertising message who take a desired action, such as making a purchase or signing up for a newsletter.

Question 21

Retention

Answer 21

The ability of a brand to maintain long-term relationships with its customers, typically measured by repeat purchases and customer loyalty.

Question 22

Challenger brands

Answer 22

Emerging brands that challenge the established market leaders by offering innovative products or services.

Question 23

Broad beam media

Answer 23

Media channels that reach a large, diverse audience, such as television or print advertising, as opposed to targeted, narrow-beam media channels like social media or email marketing.

Question 24

Short term tactics

Answer 24

Marketing strategies focused on immediate results or quick wins, rather than long-term growth and brand development.

Question 25

Mechanistic advertising

Answer 25

Advertising that is formulaic and focused on directly communicating product features or benefits, rather than creating an emotional connection or telling a story.

Question 26

Performance advertising

Answer 26

Advertising that is focused on driving specific actions or conversions, such as sales or sign-ups, rather than building long-term brand awareness.

Question 27

Foundational idea

Answer 27

A central concept or strategy that serves as the basis for a brand’s marketing efforts and creative executions.

Question 28

Brand ecosystem

Answer 28

The network of interconnected touchpoints and experiences that make up a brand’s overall presence, both online and offline.

Question 29

Emotional steroids

Answer 29

Techniques that leverage behavioral science or psychological principles to enhance the emotional impact of marketing messages and create stronger memory structures.

Question 30

Narrative-driven advertising

Answer 30

Advertising that tells a story or employs characters and plot to engage audiences and create lasting emotional connections.

Question 31

Market share gain

Answer 31

An increase in the proportion of total sales within an industry that a company captures compared to its competitors.

Question 32

Brand DNA

Answer 32

The core attributes and values that define a brand and differentiate it from competitors.

Question 33

Media laydown

Answer 33

The distribution of a brand’s advertising across various media channels, such as print, digital, and television, over a specific period.

Question 34

Global Ad

Answer 34

An advertisement that is designed to work across different countries and cultures, often requiring localization or adaptation for specific markets.

Question 35

Left hemisphere / right hemisphere

Answer 35

Referring to the two hemispheres of the brain, which are responsible for different cognitive functions. In marketing, this can relate to the balance between rational (left hemisphere) and emotional (right hemisphere) appeals in advertising.

Question 36

Neuroscientific approach

Answer 36

A marketing approach that leverages insights from neuroscience to understand and influence consumer behavior and decision-making processes.

Question 37

ATL

Answer 37

(Above The Line) - This term refers to marketing activities that have a broad reach and are targeted at a mass audience. ATL advertising includes traditional media channels such as television, radio, print, and billboards. These types of advertisements are generally more expensive and are focused on brand awareness and building a brand image.

Question 38

BTL

Answer 38

(Below The Line) - BTL advertising refers to more targeted and direct marketing activities aimed at specific consumer groups. Examples of BTL advertising include direct mail, email marketing, social media advertising, search engine marketing, and event sponsorship. BTL advertising is often less expensive than ATL advertising and is typically focused on driving direct responses, sales, and conversions.

Question 39

Offline Editing

Answer 39

Offline editing is the initial, creative stage of the editing process. During this phase, editors work with low-resolution copies of the original footage (called proxies) to make the editing process more manageable and less demanding on computer resources.

The offline edit is primarily about storytelling. Editors make decisions about which shots to use, the sequence of the shots, and the pacing of the scenes. They’ll also work on things like transitions and basic sound editing. The main goal is to craft the narrative and get the timing right, without worrying too much about the finer details of color, special effects, or final audio.

Question 40

Online Editing

Answer 40

Online editing is the final stage of the editing process. Once the offline edit is approved (i.e., everyone is happy with the sequence and timing), the edit decisions are applied to the original, high-resolution footage.

During the online edit, finer details are addressed. This stage involves tasks like color correction and grading, adding special effects, finalizing transitions, and refining audio. This is also the stage where any necessary graphics or text are added.

The goal of the online edit is to polish and perfect the video, ensuring it’s broadcast or distribution-ready. Given the high-resolution nature of the footage used, online editing requires more powerful computing resources than offline editing.