General Advertising Glossary
A glossary of General Advertising Terms
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Search Engine Optimization (SEO)
Search engine optimization, or SEO, is using keywords and links to increase a website’s visibility in organic search results and thus bring in more and better web traffic.
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Second Screen
Second screen is the idea that those using one screen (for example, watching a television show) often also utilize another at the same time (e.g., posting on Facebook via smartphone). The goal is to make the TV experience interactive for the viewer, raising more awareness of the brand, product or service and ultimately exposing the […]
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Set-Top Box
A set-top box, abbreviated STB and often called a cable box, is hardware that enables digital signals to be displayed as programming on a TV. STBs can be used for various signal sources, including cable, satellite and internet.
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Shopper Marketing
Shopper marketing is a strategy aimed at understanding purchasers’ experiences, habits and perceptions as they make their purchases.
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Small and Midsize Business (SMB)
Small and midsize businesses (SMBs), also called small and midsize enterprises (SME), vary in size, revenue, IT and marketing needs, among other factors, but generally have fewer than 1,000 employees, take in less than $1 billion in revenue and make IT and marketing decisions based on price and ease of use.
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Social Engagement
Social engagement is a brand’s way of communicating and building a bond with its consumers or online audience, often via social media, through availability and interaction. The term “engagement” may also refer to the number of interactions—likes, comments, shares, retweets—people have with a brand’s content.
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Social Media
Social media is a broad term for communication and communities on websites and apps used for social networking and microblogging. Users create profiles, join groups and share messages and visuals. Both individuals and businesses have presences on these social networks.
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Social Network
A social network is a website or mobile app that lets users connect with other users and share personal or professional messages. Examples include Facebook, Twitter and Instagram.
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South by Southwest
South by Southwest, often abbreviated SXSW, is a multi-day conference and festival in Austin, Texas, focusing on film, interactive media and music industries.
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Specialized Agency
A specialized agency, as opposed to a full-service agency, provides limited but specific advertising services.
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Streaming Audio
Streaming audio is delivered via a constant flow over a network, providing only the segment heard immediately, rather than a downloaded file.
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Streaming Video
Streaming video is delivered via a constant flow over a network, providing only the segment seen immediately, rather than a downloaded file.
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Subscription Model
In a subscription model, customers pay recurring fees in exchange for ongoing access to products or services, including streaming content and publications.
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Supply-Side Platform (SSP)
A supply-side platform is software often used by online publishers to automate selling advertising by connecting to multiple ad exchanges.
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Tagline
A tagline is a brief, memorable catchphrase or slogan used in advertising that reinforces a brand’s message.
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The Effies
The Effies, short for The Effie Awards, honor effective marketing communications. The awards are given yearly by Effie Worldwide to promote effectiveness in the advertising industry.
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The One Show
The One Show is an award competition in advertising, branding, design and interactive entertainment. These awards are given yearly by The One Club to promote creativity within art and commerce.
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The Shortys
The Shortys, short for The Shorty Awards, honor the best of social media—brands, influencers and organizations—for global impact. Judges come from advertising, entertainment, internet and media.
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Third-Party Data
Third-party data is information about users gathered by an entity that does not have a direct relationship with those users. The data often comes from internet interactions but also includes purchases and locations. This information is used for targeting ads.
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Upfront
An upfront is an event for networks to reveal their upcoming programming and for media buyers to commit to ad deals several months in advance.
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User Experience (UX)
User experience, or UX, involves the entirety of an end-user’s interaction with a company and its products and services, especially via a website or computer program. UX includes all of interface, design, usability and other human-computer interaction and is not limited to one of these.