General Advertising Glossary
A glossary of General Advertising Terms
General Advertising
Brand Crisis
A brand crisis occurs when a negative event is highly publicized and centers on one company. Brand crises affect reputation and revenue.
General Advertising
Brand Identity
Brand identity encompasses all aspects of a product, service or company, from its name, logo and tagline to its core values, among many other factors. It is the sum of a brand’s efforts to be portray itself the way it wants to be perceived.
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Brand Purpose
Brand purpose is why a brand exists, other than to make a profit. Brand purpose is not a product or the technology needed to create it, but it is the deeper reason for a brand or company’s existence, often a cause or belief.
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Brand Safety
Brand safety encompasses the strategies and technologies used to make sure ads are placed only in contexts that would not harm the brand. Tools for this are often added to ad exchanges.
General Advertising
Branded Content
Branded content can be articles, videos, podcasts or other media produced or funded by brands and often presented alongside or integrated into editorial content. Branded content is distinct from editorial content and from traditional advertising, but it does blur the lines between the two. It does not necessarily include an overt sales pitch but nonetheless […]
General Advertising
Business-to-Business
Business to business, commonly abbreviated B2B, is marketing or sales, or the exchange of information or services between businesses rather than between a business and a consumer, or B2C.
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C3/C7
C3/C7 are Neilsen’s commercial ratings for the first three and seven days after a TV program initially airs, accounting for video on demand.
General Advertising
Cannes Lions
The Cannes Lions International Festival of Creativity is held yearly in Cannes, France, to discuss industry issues and network. Its awards, which are called Lions, honor the best in advertising and creative communications.
General Advertising
Cause Marketing
Cause marketing may produce mutual benefit for a for-profit brand and a nonprofit organization as they partner. In this form of cause marketing, brands are seen as having higher ethical standards and taking a stand on issues important to their target audience. Cause marketing can also simply mean social-cause-based marketing with the goal of making […]
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CES
CES, the Consumer Electronics Show, is held yearly by the Consumer Technology Association (CTA) to showcase consumer technology and hold conferences for attendees.
General Advertising
Challenger Brand
Though they may also be considered underdogs, challenger brands tend to be category disruptors that force more established legacy brands in many industries to change the way they do business.
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Chatbot
A chatbot is a program that uses artificial intelligence to simulate human conversation, typically via instant messaging systems on the internet.
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Client Services
Client services roles include project management, account management and client strategy. These roles ensure that projects stay within budget, are profitable to the advertising agency, meet clients’ needs and are appropriate for clients’ businesses.
General Advertising
Clio Awards
Clio Awards are held yearly to honor innovation and achievement in advertising. Awards are given in fashion and beauty, sports, music, entertainment and health.
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CMO
A CMO is an organization’s chief marketing officer. The CMO is responsible for maintaining a company’s vision and developing brand strategy around it.
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Consultancy
Contrasted with an agency, a consultancy is typically used for its expertise for a specific advertising aspect or problem. In recent years, the agency-consultancy lines have begun to blur as professional services and IT consulting firms like Accenture, Deloitte, IBM, KPMG, McKinsey and PricewaterhouseCoopers acquire traditional shops to build out their own marketing operations.
General Advertising
Consumer Packaged Goods (CPG)
Consumer packaged goods (CPG) are items used quickly and frequently, such as food and cleaning products. Contrast CPG with durable goods (DG), which are items used for long periods of time and typically not replaced until they fail, such as appliances and furniture.
General Advertising
Content Studio
Content studios produce promotional and informational material tied to a brand’s vision and story. Content might include videos, short films and virtual reality, among other media.
General Advertising
Cord-Cutter/Cord-Cutting
A cord-cutter is a person who shifts from consuming traditional cable television to internet-based viewing, or streaming. Cord-cutting is this process.
General Advertising
CPM
CPM is literally “cost per mille” with mille meaning thousand. In web advertising, this abbreviation is often used to mean cost per 1,000 impressions, refering to ads on web pages.
General Advertising
Creative Agency
A creative agency focuses on design, rather than marketing strategy, within the advertising and marketing world. A creative agency is likely to be tasked with creating or updating logos and responsible for a brand’s visual cohesiveness.