General Advertising Glossary
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.
Media Buying
Buy Sheet
The form used by a media buyer to keep track of data related to a media “buy”.
General Advertising
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.
Digital Media & Advertising
Call to action (CTA)
A clickable button or text phrase found in an ad that encourages the audience to take a specific action. Some examples are “Click Here” or “Request A Quote.” These buttons help guide users to the next step and move them down the sales funnel.
Digital Media & Advertising
Campaign
A marketing effort typically built to accomplish a particular goal or promote a specific product or service. Businesses want to construct campaigns that tie into the company’s main goals, like driving revenue, conversions, engagement, or traffic.
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 […]
Media Buying
Center Spread
An advertisement appearing on two facing pages of a newspaper, printed on a single sheet in the center of a publication (see Double Truck).
General Advertising
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.
Digital Media & Advertising
Channel
An outlet used to distribute ads to an audience. Examples of distribution channels in marketing can range from radio to pay-per-click (PPC) advertising to social media advertising.
General Advertising
Chatbot
A chatbot is a program that uses artificial intelligence to simulate human conversation, typically via instant messaging systems on the internet.
Media Buying
Checking Copy
A copy of a printed page sent to the advertiser and the agency as proof the ad ran as ordered (see tearsheet).
Media Buying
Circulation
The total average number of distributed copies of a publication during a specified standard time (day, week or month).
Media Buying
City Zone Circulation
The targeted number of newspapers distributed within a specifi ed city area, not outlying areas.
Media Buying
Classified Advertising
Advertising arranged according to categories featuring items offered for sale at a set price for a set period of time. The ad is generally in small print.
Media Buying
Classified Display Advertising
Classified advertising with the characteristics of display advertising – larger-sized, non-classified fonts, graphics, and borders.
Media Platforms & Technology
Click
The number of times a user has clicked on a digital advertisement. A ‘display click’ is a click on a paid online ad; a ‘search click’ is click on a search result ad. To understand the application of clicks in digital measurement, see click conversion, conversion (view vs. click), and CPC. For counter metric, see […]
Media Buying
Click
When a user manually takes action and clicks on a digital advertisement.
Media Platforms & Technology
Click Conversion
“Click” or “click-through” conversions only count a conversion when a user has clicked on the ad shown for that impression. Click conversions can be tracked only on “last click” meaning the most recent in time before the conversion event.
Digital Media Buying
Click Through Rate (CTR)
A term used in digital marketing that refers to the measure of success an advertisement had in getting a user to click back to the website.