Robbie’s Marketing Glossary

A/B Testing

A/B testing is a system of comparing two versions of a piece of marketing collateral against one another to ascertain which performs better. A/B testing is basically an experiment in which a couple of variations of marketing material are revealed to users randomly, and statistical evaluation is utilized to ascertain which variant works better for a specified conversion objective. It is most commonly used for online marketing, specifically in the testing on webpage designs.

Abandonment

Abandonment is the discontinuance of a marketed product or service. It can happen any any point in a product or service life-cycle. The term is also often use to describe the moment a customer changes their mind about making a purchase online (i.e. cart abandonment).Acceptable

Acquisition

Acquisition refers to the obtainment of a company's property - such as products, technology technology, or brands - by another company. Sometimes a firm may purchase another to fortify their current market position, or to enter a new market segment.

Active Consideration

Active Consideration is the phase where potential customers move beyond awareness and begin seriously evaluating your brand against competitors. They are comparing product features, pricing, reputation, and perceived value — weighing whether your offering best meets their needs. At this stage, clear messaging, social proof, and well-timed engagement can tip the balance in your favor. Strong visibility and relevance are crucial, as this is often where decisions are won or lost.

Ad Awareness

Ad awareness refers to the awareness of a brand's advertising. It is usually defined as a percentage of a target market that has some awareness of the brand's advertising efforts. Metrics can be segmented by channel, media, and campaigns. The term can often times be conflated with brand awareness, though they are actually subtly different measurements.

Ad Copy

Ad copy usually refers to the written (or spoken) words within an advertisement. Traditionally, ad copy does not include graphical elements, such as artwork or images. Ad Copy has become increasingly important in today's digital age, as search engined such as Google use it in their search algorithms, meaning better ad copy yields better search engine rankings.

Added via Marketing

The enhancement of a product or service's perceived worth through branding, storytelling, or customer experience. Effective marketing increases customer willingness to pay by differentiating offerings beyond basic utility.

Adopter

An early adopter is a consumer who begins using a product or service soon after they become available. Many companies rely on early adopters to provide early feedback on an offering before launching among a larger market segment.

Advantage

The factors that enable a brand to outperform its competitors comprise its competitive advantage. This advantage can be developed and maintained by implementing and improving brand attributes that resonate with consumers.

Advertised Brand

An advertised brand is an owner brand that uses a marketing strategy that relies heavily on advertising.

Advertisement

An advertisement - often called an "ad" - is an announcement or persuasive message distributed through media channels. Advertisements, or ads, are often used to promote a product, brand, or service in an attempt to gain attention, boost engagement, and increase sales.

Advertiser

An advertiser is any business, organization, or person who pays to get advertising time or space to present a statement or persuasive message through paid media.

Advertising

Advertising refers to the placement of announcements or persuasive messages across media channels for the purpose of gaining attentions, boosting engagement, or increasing sales. Advertising is often used to inform and/or persuade members of a particular target market or audience regarding a businesses' offerings.

Advertising Budget

An advertising budget refers to the financial resources set aside by an advertiser to pay for advertising. There are several methods of determining the most optimal advertising budget, including adaptive control budgeting and percent-of-sales budgeting.

Advertising Objective

An advertising objective is a statement put forth by an advertiser to drive particular advertising objectives. Such objectives might include sales or revenue goals, awareness goals, or engagement goals.

Advertising Strategy

An advertising strategy consists of the tactics used to move a business towards its stated advertising objective. A comprehensive advertising identifies the competitive frame, target market, and message argument, which will be used in advertising campaigns for specific offerings.

Advertising Theme

An advertising theme is also referred to as an advertising concept or advertising idea. It is the organizing principle behind an advertisement. The most successful advertising themes successfully tap into the emotions of consumers.

Affinities

An affinity is a personal or emotive connection between consumers and particular brands. Brands that more deeply connect with their customers usually create more positive affinities, thereby driving business growth. Preexisting affinities can also be used by businesses to target consumers within their target market (e.g. soccer moms who have an affinity for jeeps, or middle-aged men who have affinities for brandy and robust cigars).

Agency

According to the AMA, an agency is an "organization that provides a variety of marketing communications services to clients seeking assistance in their marketing activities." In terms of marketing and advertising, agencies can be most often segmented into two types: full-service and limited. Full service agencies offer a wide array of services ranging from setting advertising objectives to creating collateral and analyzing advertising results.

Analytics

Analytics - specifically, marketing analytics - refers to the discovery and communication of meaningful patterns in marketing data, including engagement and traffic levels, lead conversion rates, cost-per-click metrics, as well as many others.

Architecture

Some companies have more than one brand. Brand Architecture refers to the organizational system used to define how a company's individual brands relate to and interact with one another. It helps an audience access and relate to a brand., while enabling customers to form opinions and preferences for an entire family of brands. By providing clarity, Brand Architecture enables companies to differentiate their brand elements and be intentional about managing their respective brand equity. Think of how a company like Coca-Cola manages its wide variety of soft drink brands.

Argument

A message argument is the statement within a message that highlights the product or service characteristics that benefit the intended consumer.

Artwork

Artwork (also called art) refers to any graphic (including design elements, illustrations, paintings, or photography) used in the production of an advertisement. Successful ad artwork is able to persuade, convey a message, or elicit emotions from consumers.

Asset Reuse

Asset Reuse measures how effectively existing brand materials — such as images, videos, templates, or copy — are repurposed across campaigns and channels. High reuse indicates efficient brand operations, reduced production costs, and consistent visual and narrative identity. It also reflects the strength of your digital asset management system and the clarity of brand documentation. Encouraging reuse doesn’t stifle creativity — it creates scalable, cohesive storytelling that maximizes both efficiency and impact.

Assortment

The range of products or services, prices, styles, materials etc. offered as consumer choices when making a selection.

Attention

Attention refers to the process in which a consumer selects information in the environment to consider. It is the point at which a user becomes conscious or aware of a specific stimulus (such as an ad). Attention occurs when the stimulus makes a conscious impression on the consumer or the consumer cognitively processes it.

Attitudes

Attitude refers to the measure of consumer response to as brand or business offering. It represents a combination of consumer perceptions and the intensity of those perceptions.

Attraction Model

According to the AMA, an attraction model is "a market-share model that predicts a particular brand's market share as the quotient of that brand's 'attraction' divided by the sum of the 'attraction' level for all brands in the market."Attributes:The attributes of a product, service, or brand are the characteristics by which they can be identified and differentiated within the marketplace.

Audience

An audience is the target of a message such as an advertisement. The number of people within an audience, as well as their respective characteristics, are key variables within marketing and advertising strategies.

Audit

A brand audit is a detailed evaluation of a brand's position within the marketplace. This type of analysis can help a business uncover meaningful performance, position, as well as consumer insights. The results of a brand audit can help a business identify necessary course corrections as well as align itself with its intended brand identity. These types audience should be conducted regularly to help ensure a cohesive brand identity over time.

Authentic Brand

An authentic brand (I.e. a brand with high brand authenticity) is perceived of as sincere by consumers and delivers on its promises. Brands that are thought of as real, respectful, and reliable by their respective target markets are better positioned for business success.

Awareness

See: Brand Awareness

Brand Trust

Brand Trust is the confidence that customers place in your brand’s integrity, reliability, and intent. It’s built through transparency, delivering on promises, and maintaining authenticity over time. When trust is high, customers are more forgiving of mistakes and more likely to recommend or repurchase. In an era where skepticism runs high, trust is one of the most powerful differentiators a brand can earn.

No definition available

Brand Penetration

As a measure of popularity, brand penetration is calculated as the number of customers who buy a specific brand offering over a specified period of time divided by the total target market. Brand penetration is one of the quadrants in Ansoff's (1965) directional matrix, and is considered a pillar of growth strategies. What is Ansoff's Product-Market Growth Matrix and Why It's Important for Your Business Success

Brand

A collection of tangible and intangible features that represent your business. These features can be used to enhance the recognition of your business, and importantly, they can help create and store equity in the minds of customers. As a representation of a company's offerings and values, your brand strongly influences the perceptions of current and potential customers.

Brand Activation

Brand activation refers to marketing efforts that build a brand's image while driving certain customer behaviors. These marketing tactics are outside the scope of normal advertising efforts and include activities such as promotion marketing, experiential marketing, retailer marketing, content marketing, relationship marketing, and influencer marketing. Brand activation can involve campaigns, events, or interactions through which a brand generates awareness and builds lasting connections with their target market.

Brand Advocacy

Brand Advocacy occurs when satisfied customers become voluntary ambassadors for your brand. These advocates actively recommend, review, and share your products or services within their networks — often more credibly than paid marketing. Advocacy reflects deep emotional connection and satisfaction with your brand experience. Encouraging and amplifying advocates can exponentially increase your reach and credibility at minimal cost.

Brand Archetypes

Broad categories of brands that share specific, universally-recognizable personality traits, features, and behaviors. Originally developed by Mark and Pearson in 2001, the most common archetypes include: The Innocent, The Everyman, The Hero, The Rebel, The Explorer, The Creator, The Ruler, The Magician, The Lover, The Caregiver, The Jester, and The Sage. By imbuing their brands with the qualities associated with these archetypes, businesses are able to form more meaningful connections with their customers. These archetypes can be used to align your brand with specific customer personas and help focus your marketing efforts.

Brand Assets

The unique components which, together, form a brand. Brand assets can consist of the typography, colors, graphics, and other elements that work together so as to create the distinctive identity of a brand. While each component can stand independently, the marriage of all of each brand element is what generates a cohesive brand identity.

Brand Awareness

Brand awareness can be defined as the portion of customers that recognize or identify a brand within the crowded marketplace, as well as their level of familiarity with the respective brand. Much of the work marketers do is to drive up brand awareness through advertising campaigns or other marketing endeavors. In some cases, brands that are successful in maintaining both high awareness and and high preference are adopt premium pricing models.

Brand Choice

A key indicator of a brand's strength is its rank within consumers' preferences. Brand choice represents which branded business offerings are preferred by customers and is often times determined by looking at purchasing patterns. If co summers buy a branded product often, or more often vis-a-vis competitors, then it can be considered the brand choice. A higher brand choice - or brand preference - can yield greater revenue and growth for a business. As such, a primary goal goal of all branding efforts should be to increase preferability among consumers.

Brand Consistency

Brand Consistency is the ongoing commitment to presenting a unified voice, visual identity, and experience across all channels. It ensures that every customer touchpoint — from your website and social media to packaging and customer service — feels unmistakably “you.” Consistency helps audiences recognize and remember your brand while reinforcing credibility and trust. Over time, it becomes a signal of professionalism, reliability, and attention to detail.

Brand Differentiation

Brand differentiate entails the efforts made to set a brand apart from its competition. This is usually done by emphasizing core strengths of a business or its offerings compared to others in the marketplace.

Brand Discovery

Brand discovery utilizes a mixed-market research approach to objectively assess a brand's place within the broader market. The same type of research can be leveraged to gain consumer insights, learning how and why customers make purchasing decisions. When done correctly, brand discovery can reveal core brand strengths and weaknesses, as well as highlight what customers value most among the brand's offerings and why.

Brand Engagement

Brand engagement is the process of forming affective (i.e. emotional) and cognitive (i.e. rational) associations between a consumer and a brand. It can signify an emotional connection and commitment to a brand. Brand engagement falls under the category of brand management and can strongly influence consumer purchasing decisions.

Brand Equity

The commercial value derived from consumer perception of a brand is referred to as its brand equity. It is the aggregate of a brand's unique strengths, which improve its perception among consumers while driving up demand for its offerings. Brands with a high degree of equity can usually gain greater revenue than those with lower equity within the marketplace. Furthermore, brands with high equity and awareness can often engage in premium pricing models.

Brand Evaluation

The evaluation of a brand entails the measurement of its value using key indicators to assess the influence the brand has on consumers. Both financial (e.g. brand value) and non-financial (e.g. brand awareness, brand engagement, and brand equity) can be taken into consideration when conducting a brand evaluation.

Brand Extension

Brand extensions refers to leveraging a brand's strength to expand into new markets, sectors, or product categories. A brand should have a high degree of brand equity before an expansion

Brand Guidelines

Brand guidelines refers to the set of rules that explains how a brand operates. The guidelines of a brand should be as specific as possible, laying out the core values and principles of a brand,. These rules establish the appropriate usage, variants and application of each brand asset while specifying how each element fits together. These guidelines are also known as "brand standards" , or a brand "style guide" .

Brand Harmonization

To harmonize a brand means to ensure that all offerings in a specific brand range have a constant name, visual identity and, ideally, placement across all channels and markets. This consistency enables a clear articulation of offerings which establish boundaries and facilitate balance between a brand's promise and consumer's expectations.Brand

Brand Image

Brand image is considered the perception of a brand within the mind of the consumer. It can be thought of as the "mirror reflection" of the brand's personality and is defined by the thoughts, feeling, and expectations people have about a brand. It's important to note that customers are capable of constructing brand images that do not align with the brand identity intended by a business.

Brand Knowledge

Brand knowledge refers to the memorized meanings, attitudes, or beliefs a consumer has regarding a brand. Sometimes marketing researchers will define brand knowledge as the proportion of the population has has a subset of beefs or attitudes regarding a brand.

Brand Label

Any attached information that augments a consumer's understanding a a product or service can be considered a brand label.

Brand Loyalty

Brand loyalty occurs when an existing consumer base is likely to continue making purchases from a particular brand, rather than its competitors. Given the high cost of customer churn, businesses that are able to hold onto their customers have a competitive advantage.

Brand Management

Brand management refers to the consistent analysis and maintenance of the features of a brand that maximize its value in the minds of consumers. Management efforts are usually led internally by a brand or marketing manager, or are managed externally by a brand management organization. It's important to note, however, that all employees of a business play a role in managing a brand. Careful and consistent brand management can increase awareness, enhance loyalty, and drive up revenue.

Brand Map

A brand map is a visual representation of a brand which provides a broad overview of key assets and stakeholders. A well-constructed brand map can show customer perceptions of a brand relative to its competition while helping to guide internal staff about a brand's identity.

Brand Mark

A brand mark is the unspoken, visual element of a brand. It is a subset of logo design whereby the mar itself comes to represent a brand absent its name.

Brand Operations & Governance

Brand Operations & Governance refer to the internal systems, processes, and policies that ensure your brand remains cohesive and compliant as it scales. It covers everything from brand guidelines and approval workflows to training and accountability frameworks. Strong governance keeps teams aligned and prevents inconsistencies that can erode brand equity. In mature organizations, it’s the bridge between creative freedom and strategic control — enabling agility without sacrificing identity.

Brand Persona

A brand personality seeks to imbue a brand with the psychological characteristics of human beings. As a core component of brand identity, the personality traits of a brand can help differentiate it within the marketplace while also helping to voters deeper, more meaningful connections with consumers. It can helpful to being with one of the twelve brand archetypes when developing a brand personality.

Brand Personality

A brand personality seeks to imbue a brand with the psychological characteristics of human beings. As a core component of brand identity, the personality traits of a brand can help differentiate it within the marketplace while also helping to voters deeper, more meaningful connections with consumers. It can helpful to being with one of the twelve brand archetypes when developing a brand personality.

Brand Positioning

A brand position refers to the unique space a brand occupies within the marketplace. The position of a brand is dictated bu the way consumers view it in relation to competitors. Through a carefully-constructed marketing plan, a brand can lay claim to a clearly-defined position within the competitive environment. In fact, the primary purpose of any brand is to differentiate itself to achieve effective positioning.

Brand Preference

As a key indicator of a brand's strength, brand preference is a measure of consumer choice within a particular category. A brand with a higher degree of consumer preference has done the world of engaging and converting customers.

Brand Purpose

A brand purpose is a statement of intent about how a brand intends to manage itself and drive social impact. It is a brand's reason for being outside of financial gain. Brand's with more meaningful purposes often do a better job of connecting with consumers own a deeper level.

Brand Salience

Brand alliance refers to the relevancy of a brand. It is a measure of the relative strength or weakness of a brand during a purchasing decision and is heavily influenced by the brand's position within the market.

Brand Standards

A brand's strategy is its long-term plan to guide the development of a brand, as well as its implantation across time and space. The best brand strategies are "rooted" in the needs, wants, and emotions of consumers and are able to "tap into" these within the competitive environment.

Brand Strategy

A brand's strategy is its long-term plan to guide the development of a brand, as well as its implantation across time and space. The best brand strategies are "rooted" in the needs, wants, and emotions of consumers and are able to "tap into" these within the competitive environment.

Brand Strength

Brand strength is a measure of the overall attractiveness of a brand within the minds of consumers. It is usually measured as a relative comparison between itself and the brands of competitors. Brand strength is an indicator of the degree to which consumers are attached to a brand (Feldwick, 1996).

Brand Valuation

Brand valuation is an estimation of the financial value of a brand, as determined by the worth of both is tangible and intangible assets. The valuation of a brand is considered when a brand is being sold to another firm, or when a business is trying to gauge the performance of its brand.

Brand Values

Brand values are well-0defined statement with enumerate the core values a company advocates and embodies. They can bee seen as the "North Star" of a brand, governing its approach to doing business. Customers are more likely to make purchases from businesses whose values align with their own.

Branding

Simply put, branding is the process of making a brand. It is the creation, selection, and combination of elements to formulate a cohesive brand identity which helps differentiate business offerings . It is through the branding process that the core identity of a brand is contracted, including its name, logo, personality, voice, and other features.

Budgeting (ZBB)

A budgeting method where every expense must be justified for each new period, starting from "zero." Unlike traditional budgeting, which adjusts from previous budgets, ZBB ensures resources are allocated strictly based on need and value.Zero

Buyer

There are several different types of buyer roles: initiator, influencer, decider, purchaser, user, and gatekeeper.

Buyer Behavior

Buyer behavior refers to the decisions and actions consumers engage in when purchasing business offerings. Businesses study the behavior of consumers on the individual and group level to improve the efficacy of their marketing efforts.

Buyer Persona

A buyer persona is a functional character which is used to represent the characteristics of a business's target market. Branding and marketing professional use buyer personas to better understand specific segments of their customer base.

Campaign

Marketing campaign refers to advertising or marketing efforts that are coordinated to promote a specific brand or business offering. Marketing campaigns are typically developed and deployed through an organized set of actions. The promotional components of a marketing campaign can be deployed through marketing channels such as email, TV, radio, print, or other online platforms, as well as through other means such as product demonstrations or experiential marketing events.

Category Exclusivity

Category exclusivity when a brand is the only offering on the market for a product or service. This rarely occurs; however, and when it does, the absence of competitors is Sally very short-lived.

Channel (marketing)

A marketing channel refers to the medium through which marketing collateral or an advertiser's message can be distributed.

Choice

Choice refers to the outcome of purchase decision making. It is the evaluation of actions and formation of behavioral intentions by consumers. Sometimes these choices are well-planned, but other times they are routinized actions, or decisions made by choice heuristics.

Co-Branding

Co-branding occurs when two brand names are used to support a product or service. The tactic is used to leverage the power of two brands in order to target a specific market segment, increase equity, or create brand associations in the minds of consumers.

Cognition

Cognition refers to the mental process involved in gaining knowledge and understanding the thoughts, experiences, and senses that people have. As a pattern of meaning, cognition is the aggregate of one's perceptions, attitudes, and beliefs about their environment and themselves. Consumer cognitions determine how they perceive and interact with brands.

Color Scheme

A color scheme is the master color system of a brand, including its primary and secondary brand colors. Colors help make brands more distinctive and are capable of influencing consumer psychology. The decision of when and where to deploy color through time and space is a core part of a business' brand identity.

Community Engagement

Community Engagement is the process of building meaningful, two-way relationships between your brand and its audience. It involves creating spaces — digital or physical — where conversation, collaboration, and shared values can thrive. Strong engagement fosters loyalty and transforms customers into participants in your brand’s story. When done well, it can turn audiences into communities and communities into movements.

Competition

Competition refers to the [rivalry] among businesses aiming to increase profits, market share, and sales volume by altering the elements of their respective marketing mix: price, product, place, and promotion (and people).Competitive

Competitive Analysis

A competitive analysis entails evaluating the factors that measure one brand's performance as compared to another. A competitive analysis can be used to periodically assess one's position within the market, or it can be used to identify potential market segments before creating a new brand.

Competitive Brands

Competitive brands - also referred to as the evoked set - are the brands consumers consider to be supplementary. The identification of competitive brands is important in performing a complete competitive analysis and analyzing overall brand performance within the market.

Concentration

Market concentration refers to the relatively small selection of businesses that dominate a specified market. Is calculated by looking at the relative market share of leading competitors.Market

Consumer

A consumer is a buyer of services or goods. A consumer is also the buyer; however, he or she may not necessarily be a user. Think, for example, of a mother buying her children birthday gifts. Having a clear picture of who one's consumer is can be a vexing challenge for brands, and those that are able to develop a clearer understanding are able to formulate more accurate and useful buyer persona for their target market.

Consumer Knowledge

Consumer knowledge refers to the the meanings, attitudes, or beliefs a consumer has regarding a product, service, or brand.

Consumer KnowledgeKPI Driver

A KPI driver is a variable of interest to a business. These variables can either be manipulated by the business, or they can be external factors outside of its control.

Consumer Pull

Consumer pull refers to the demand exhibited by consumers. It is often measured as awareness, preference and loyalty for a specific brands and its products. Businesses will often use pull strategies to bring customers to their brand or business offerings. It is an inbound strategy of consumer attraction.

Consumer Sentiment

As an economic indicator, consumer sentiment measures how optimistic consumer feel about the state of the economy. Brands sometimes need to to shift their marketing strategies to better align with consumer sentiment.

Content Marketing

Content marketing is a subset of marketing which is focused on creating and distributing content to a specified target market. The premise of a content marketing strategy is to distribute content that consumers find relevant and valuable with the goal of attracting and acquiring new customers.

Content Quality

Content Quality refers to how valuable, accurate, and emotionally resonant your brand’s content feels to its audience. High-quality content doesn’t just inform — it inspires, educates, and earns attention in an age of endless noise. It reflects craftsmanship, strategic intent, and respect for the audience’s time. Ultimately, strong content builds authority, deepens engagement, and supports both SEO and brand perception.

Contextual Advertising

Contextual advertising is targeted advertising that is intentionally placed on digital mediums such as websites based on the medium's content. The placement of an ad is usually based on linguistic events such as keywords or specific phrases. Platforms such as Google

Copy

Copy - or ad copy - refers to the words, written or spoken, that comprise an advertisement. Graphics are NOT considered copy. Ad copy is usually purposefully crafted to compel consumers to take a specific action such as purchase an offering, or visit a website. It is primarily made up of the headline, body, and call-to-action statement.

Core Benefit

The core benefit of a product or service is the primary need or desire that an offering fulfills for consumers. Brands that are better able to align with the central needs and wants of their target market will be better positioned to sell their offerings.

Creative Work

In marketing, creative work is sometimes used to refer to the advertising message. This can include written, graphical, as well as auditory content. Because consumers are bombarded by messaging, creating e work that best grabs their attention is most likely to convert.

Customer

Customer and Consumer are often used synonymously. In general, a customer is the actual purchaser of a product or service.

Customer Equity

Customer equity refers to the combined lifetime value of ALL of a business' customers. Companies will sometimes use this measure to project the long-term financial health of their business.

Customer Satisfaction Score (CSAT)

CSAT evaluates short-term customer satisfaction following a specific interaction or experience — such as a purchase, support call, or product delivery. Customers typically rate their satisfaction on a scale (e.g., 1–5), providing a snapshot of how well a brand is meeting expectations in the moment. High CSAT scores indicate operational excellence and positive user experience, while declines may flag emerging service issues. Used alongside NPS, CSAT offers a more granular view of experience quality at key customer touchpoints.

Web Metrics

Quantitative indicators used to evaluate website performance, such as page views, average session duration, and click-through rates.

Decay of Advertising

The decay of advertising refers to the reduced effect an advertisement has on a consumer over time.

Defects Approach

A quality management principle focused on doing things right the first time and eliminating errors. In branding, it reinforces reliability and builds customer trust through consistent product/service performance.Zone

Demand Analysis

Demand analysis pertains to the study of consumer demand. Businesses that better understand the reasons for purchasing decisions will vie better able to brand and market their offerings.

Demo or Quote Requests

Demo or Quote Requests represent a pivotal moment of intent — when potential customers actively seek to learn more, experience your product, or understand pricing. These requests are among the strongest indicators of purchase readiness and message effectiveness. Tracking their volume, source, and quality helps identify which campaigns, channels, or messages are most persuasive. Improving the path to this action — through clear CTAs, seamless UX, and trust signals — can significantly increase lead quality and conversion rates.

Demographics

Demographics refers to statistical data about the general population of a target market. Some attributes might include age, sex, gender, location, education levels, and more.

Descriptor

A descriptor is a short statement which is used to elucidate on the qualities of brand. Example might include "soft drink" for

Destination Page

Also referred to as a landing page, a destination page is is a single web page that usually appears in response to consumers performing a call-to-action. These types of web pages usually help "pull" consumers through a sales funnel with the ultimate hope of converting traffic into sales.

Differentiated Marketing

Differentiated marketing is a market segmentation strategy whereby a business promotes a product or service to two or more different target audiences. With differentiated marketing, businesses tailor their branding and marketing strategies to each target market.

Differentiation

In advertising, brand differentiation occurs when branding and advertising messages distinguish a businesses' offering from those of its competitors. This is typically done by highlighting the superior, distinct qualities of the brand.

Diffusion Model (marketing)

Also known as the imitation effect, the diffusion model of marketing pertains to the spread of something new through the population. The rate of diffusion, then, represent the speed at which ideas spread from one consumer to the next.

Digital Display Advertising

Digital display advertising is graphic-based advertising placed on websites. The primary intent for such advertisements is to deliver brand messages to consumers who visit particular websites to to influence their purchasing behavior.

Digital Media

Digital media refers to any media type that is encoded in a manner computers can read. The use of digital media has become prevalent as brands leverage the cost-effective means of promoting their offerings through digital mediums such as websites, banner ads, and emails. How to Grow Your Business Using Digital Media3 Reasons

E-Commerce

E-commerce refers to the sale of goods and services on the web. Today, many companies incorporate multiple elements of their marketing mix to drive traffic to websites and influencing their buying behaviors.Early

Effect

See: Diffusion Effect. It represents the spread of an idea, brand, or business offering throughout the general population.Impact

Effective Reach

Effective reach is defined as the percentage of a target market exposed to an advertising message an ample amount of times (i.e. the effective frequency). It is the minimum threshold for effective exposure to an advertising message or campaign. What is Effective Reach and Why it it Important?

Email Marketing

As a form of online communication, email marketing is the process of sending commercial messages via email to consumers. Email marketing can be used to increase awareness, promote offerings, offer discounts, and more. The digital trace data created through email enables the tracking consumer behavior and rapid alteration of campaigns.The Power of Email Marketing + 3

End User

The end user is the individual or group that consumes a good or service. The term is derived from the idea that the "end goal" of an offering is to create a useful or enjoyable experience for the user.

Error

In market research, sampling error is an error in the statistical analysis of marketing data that arises from collecting data from an unrepresentative sample.Sampling

Evaluation

An impact evaluation pertains to comparing outcomes with an initial set of objectives. It is an assessment of results that can be attributed to identifiable interventions. For example, a company may perform an impact evaluation of an advertising campaign on overall brand awareness.

Examples include Diet Coke and Virgin AtlanticSWOT Analysis

A Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis is used to assess where a brand excels as well as where it can be improved.Symbol:In marketing, a symbol refers to the graphical portion of a logo. The best symbols are designed to create instant brand recognition. Examples include

Examples include Google and Bing (Microsoft). Search Engine Optimization (SEO)

Search Engine Optimization (SEO) refers to the process of creating a tech-driven marketing plan which improves visibility on search engines. This is done through a combination of technical coding, as well as the use of relevant keywords within web content.Search

Examples include airlines, wealth advisors, and lawyers. Slogan

A slogan, also called a tagline, is a advertising message designed to communicate a brand's essence in a few words. Slogans can take the form of catchlines, jingles, formulas, and more.

Experiential Branding

Not to be confused with experiential marketing, experiential branding is the purposeful design of consumer experiences across all elements of a brand's identity. Experiential branding can help differentiate a product, service, or brand from competitors within the marketplace.

Experiential Marketing

Experiential marketing refers to a marketing approach that intentionally engages consumers through branded experiences. This is primarily achieved through promoted events. Experiential marketing is not synonymous with experiential branding, though the two terms are often times conflated.

Exposure

Exposure refers to the display, airing, or presentation of a brand or advertising message to consumers. It is related to advertising impression and is an important component of both brand engagement and brand awareness.5

Flyer or Flier

A flyer (or flier) is a traditional form of printed advertisement intended for wide distribution. Flyers can be left in a location for pick-up, handed out during events, or even mailed to consumers. Well-designed flyers still have a place within the modern marketing mix and can be useful for firms attempting to deploy an omni-channel marketing approach.

For example, Coke is the parent brand of Coke Zero and Diet Coke.Pareto Principle

Also known as the 80/20 Rule, the Pareto Principle holds that approximately 80% of a business' revenue is derived from only 20% of its customers. Such, some firms placed a heavy emphasis on cultivating sales with a small segments of the customer base in order to maximize profits.Penetration:Penetration – also called market penetration or brand penetration – is a metric used to assess a brand's popularity.Persuasion

Ford has sub-brands of the Ford Ranger and the Ford Escape. Brand Identity

A brand identity is the intended, outward expression of a brand within the marketplace. Some elements of a brand identity include a brand's name, logo, voice, personality, colors, and typography. A strong brand identity can attract consumers by articulating its core brand message. It's identity also reinforces a brand's position relative to its competitors.

Forecast Model

A marketing forecast model is a type of market analysis technique used to represent the causal connections between specific marketing actions and consumer behaviors. These types of models are utilized to predict the outcome of marketing campaigns.Marketing

Forecasting Model

A forecasting model - or marketing forecasting model - refers to analytical frameworks used to predict business outcomes across a wide variety of scenarios, actions, and conditions.

Four P's (marketing)

The four traditional Ps of marketing are product, place, price, and promotion. A recent fifth P - people - has been added to the marketing mix and is used by some firms.

Four key metics are often used

prompted and unprompted awareness, total awareness, and message recall.

Frame

Sampling frame refers to the list of people within a population from which a research sample is taken.

Freemium

A combination of the words "free" and "premium" freemium refers to when a business offers a base service for free while enticing consumers to pay for upgrades or more comprehensive products or services.

Frequency

Frequency is a metric used to assess the average number of times a target audience was "reached" or exposed to a brand, message, or advertising campaign.

Front Page

Also referred to as a "homepage" , a front page is the primary, introductory page of a website. Why Your Homepage

Generation

Lead generation refers to the action or process of identifying and collecting prospective customers. Lead generation can be used to stimulate customer interest in a brand, product, or service. A list of leads can also be used for marketing research by studying the features of those already on the list such as demographics and psychographics.

Generation Y

Generation Y - also referred to as "millennials" - refer to people born in the 1980s and 1990s. Marketers sometimes try targeting Gen Y consumers based on certain characteristics such as tech-savviness.

Generic Advertising

Generic advertising refers to a marketing approach whereby a general product, rather than a specific brand, is promoted. This type of advertising usually focuses on the be befits of a product or service category, rather than a branded business offering

Generic Brand

A generic brand is a brand with little to no differentiation in its positioning.

Geo Targeting

Geo targeting is the method through which companies deliver digital ads to specific geographic locations. It is a component of the emerging geomarketing fieldThe

Global Brand

A global brand is a brand that maintains a set of core strategic principles across the world.Goods:Goods refer to the products companies sell. Traditionally, these products have been physical; however, goods are becoming increasingly digital in today's interconnected world.

Graphic Style

A graphic style refers to the consistent use of a design theme across the graphic elements of a brand. It is comprised of reusable appearance attributes, which enables quicker and more cohesive marketing collateral to be created.

Great Ways to Increase Your Brand Exposure FFacing

Facing refers top the frontal view of a packaged product on a store shelf is is full stocked.

Gross Profit

Gross profit is the profit a company makes after the deduction of business expenditures. It is calculated as net sales minus the cost of the products and services sold.

Gross Sales

Gross sales is a measure of the total sales of a company, adjusted for the cost of generating sales. It is calculated as the sum of all sales during a specified time period.

Guarantee

A guarantee is an expression of an assurance by a business to consumers.

Guerilla Marketing

Guerrilla marketing is a marketing strategy which involves leveraging new or unexpected promotional techniques. It involves using unconventional marketing tactics for maximum impact at the lowest possible cost.

Guidelines Coverage

Guidelines Coverage refers to the extent to which a brand’s visual, verbal, and behavioral standards are documented, accessible, and applied across all touchpoints. Comprehensive coverage ensures consistency in design, tone, and experience, reducing brand fragmentation as teams grow. It reflects the maturity of a brand’s operational discipline — balancing creative flexibility with strategic cohesion. When coverage is strong, it empowers teams to move faster while maintaining alignment with the brand’s core identity and values.

Habit

A habit is a set, regular tendency or practice. It is often times a learned response that becomes automatic while requiring little thought.

Habitual Buying Behavior

As a pat of the choice process, habitual buying behavior refers to the decisions consumers make out of habit without a high degree of thought. Consumers who repeatedly buy the same brand within a given category are referred to as "habitual buyers" .

Halo Effect

The halo effect refers to the tendency for the positive impressions of a company, brand, or business offering to have a positive influence on a consumer's feelings across offerings under the same brand or organization. A consumer who has a positive experience with a desk purchased from IKEA, for example, might be more inclined to purchase a corresponding

Headline

A headline is typically the first line of text on an advertisement. It is written communication that is designed to attract the attention of potential customers.

Herfindahl Index

The Herfindahl Index measures a company's size in relation to the broader industry within which it competes. It is a key indicator of the amount of competition among companies within the same industry, whereby "squares" of individual market shares are added together. The index tends to increase as an industry becomes increasingly dominated by larger firms.

Heuristic

A choice heuristic is a "rule of thumb" which influences decisions. Per Richard Cialdini (2009" these heuristics are triggered by "features" in consumers' environments which, without mindful action, result in fixed-action patterns. Some consumers, for example, might automatically purchase a product that has a yellow sticker with the word "sale"on it, rather than expend the mental energy needed to evaluate other similar products.

Hierarchy

Brand hierarchy refers to the systematic structure of a brand's elements. The hierarchy of brands within an organization ties directly in with its brand architecture. For example,

Hierarchy of Needs

Developed by Abraham Maslow in 1943, the hierarchy of needs refers to the sequential order in which humans satiate their needs. Per Maslow (1943), humans must first meet their basic, material needs before they can attain higher levels of self-fulfillment.

Homepage

The homepage - or frontpage - of a website in the primary, introductory page.

Horizontal Integration

Horizontal integration occurs when a business acquires one or more of its competitors.

Icon

An icon is usually a small, graphical representation of something. As a symbol, an icon can rapidly convey information or meaning. Some examples of icons include the "Like" button on Facebook , or the three-lined "hamburger" menu button on websites.

Idea Generation

Idea generation refers to the first stage in the development process of brands or business offerings.

Identity

The collection of visual elements—such as logos, colors, typography, and imagery—that represent a brand. It ensures consistency and recognition across all touchpoints.W

Image (brand)

See: brand imageImitation

Image (graphic)

An image is a visual representation of something such as the likeness of a person, place, or thing.

Image, and Likeness (NIL)

Name, image, and likeness (NIL) are the three elements which make up the so-called "right of publicity" . They refer to the permissions needed for the use of a name, image, or likeness for commercial use. Recently, some marketers have added influence to the mix (NILI).Net

Imperfect Competition

Imperfect competition is an economics terms that refers to a scenario in which a perfectly competitive market does not exist. This can happen when there are many sellers with heterogenous (dissimilar) products, or when there is a monopoly. Some economists consider imperfect competition as a type of market failure.

Index of Customer Sentiment

As a metric of economic well-being, the Index of Consumer Sentiment (CS Index; ICS) measures the level of confidence consumers have on their future economic conditions. It was established by the University of Michigan's Survey Research Center, and it is used by economists to assess the health and vitality of the economy.Influencer:An influencer is someone who impacts the thoughts, feelings, and decisions of others.

Influencer Marketing

Influencer marketing leverages the power of influencers to alter the thoughts, feelings, and buying behaviors of consumers. In many cases, a business will finically compensate an influencer to promote its brand through word-of-mouth communication.

Infomercial

Infomercials are typically longer advertisements that attempt to directly sell products or services to consumers.Initialism:An initialism is an abbreviated version a brand's name as an acronym (e.g.

Intangibles

Also referred to an intangible assets, intangibles are the elements of a brand that cannot be physically touched by consumers or may be difficult to assign concrete value to. Such assets might include copyrights and patents, proprietary information, or databases. Some intangible brand elements might include a brand's name, its logos, or its distinctive graphic style.

Integrated Marketing Communication

Integrated marketing communications combines marketing best practices with the techniques and technology of the mass media. It is utilized to deliver information about brands, products, and services to a target market.

Integration

A growth strategy where a company expands its control over multiple stages of its supply chain, from production to distribution. This can reduce costs, increase efficiency, and strengthen brand control.Vertical

Intentions

As an attitudinal measure, intention is a metric used to assess the willingness of consumer to behave in a certain way.

Is considered. Brand Gap

A chasm between a brand's business and its creative undertakings can be referred to as a brand gap. Aligning business and creative branding efforts creates a more seamless brand experience, which can foster greater consumer connections.

Key Items

Key items are the products or services a business offers which have the highest level of consumer demand. They are also often times referred to as "best sellers" .

Key Performance Indicators (KPIs)

As a marketing metric, key performance indicators (KPIs) are measures of importance to an organization. They are used to assess the performance of a business, brand, product, or service. KPIs are measurable variables that demonstrate how effectively a business is achieving its key objectives.

Keywords

Keywords are the words or phrases a consumer enters into a search engine such as Google to locate businesses, products and services, or brands. For example, if a consumer needs work done on their car, they may type in a phrase like "affordable mechanics near me" .

Label

A label refers to the information attached to a product to name and describe it to the consumer. A label can list information such as instructions, ingredients, warnings, and more.

Landing Page

A landing page - also sometimes called a destination os splash page - is a page on a website where a consumer loans after clicking a call-to-action. Landing pages are designed to influence consumer perceptions and purchasing behaviors.

Latent Demand

Latent demand occurs when the need or want of a consumer is unable to be met due to lack of viable business offerings, or a lack of awareness on behalf of the consumer. Brands that can successfully generate new demand by convincing customers that they need something have a competitive advantage and an easier time generating revenue.

Layout

Layout refers to the format of visual marketing collateral such as a magazine page or a web page.Lead

Lead

A sales lead refers to any potential buyer of a product or service. Leads can be identified and converted through both outbound and inbound marketing processes.Sample

Leader

Within the marketplace, the market leader is the business that holds a dominant position.

Learn-Feel-Buy Model

The learn-feel-buy model is a concept in marketing that assumes customers learn about a brand, product or service, develop feelings toward it, then make a purchase. An alternative is the feel-buy-learn model, where consumers' feelings lead them to make a purchase before learning about a product or services features.

Lifestyle Analysis

Lifestyle analysis utilizes consumer psychographics to determine how people live, what motivates them, what they're interested in, and what their purchasing behaviors are like.

Lifestyles

Lifestyles pertain to the way consumers live. Many businesses design and advertise their offerings to appeal to consumers associated with particular lifestyles.

Likes

Like is a measurement of affinity. It is often leveraged by social media companies…Local

Long-tail Keyword

Long-tail keywords are long phrases used for search engine optimization (SEO). It's typically easier to rank an SERP's such as Google with these types of keywords, compared to single words or short keyword phrases.

Macromarketing

Macromarketing encompasses an interdisciplinary approach towards studying marketing on a sociological level. In addition to looking at typical marketing elements, macromarketing includes dimensions such as national politics, culture, and broad economic trends.Main

Management

Marketing management refers to the process of establishing SMART marketing goals, as well as the planning and execution of these goals. Types of business activities are most often performed by a marketing manager.Marketing

Marginal Utility

In economics, marginal utility refers to any additional value a consumer receives by purchasing or consuming one more unit of any specified product.Market

Market

A test market refers to a sample of a target market to which a business test consumer reaction a new or recently-rebranded product or service.

Market Penetration

Also referred to as brand penetration, market penetration is a measure of popularity. It is calculated as the number of converted consumers (i.e. paying customers) divided by the overall target market size. Market penetration is one of the pillars in the

Market Share

Market share refers to a company's or brand's share of the total sales within a given product category. It is calculated as the percentage of a market a firm accounts for. As an example, as of February 2021, Googles market share of the search engine market was slightly over 92%. Firms often times use market share as a key performance indicator representing their competitiveness.

Marketing

The techniques used to segmenting a market to encourage costumer loyalty are referred to as relationship marketing.Relative

Marketing Analytics

Marketing analytics is comprised of the technologies and processes that enable businesses to evaluate their marketing initiatives. It's a type of market analysis whereby the strengths, weaknesses, opportunities, and threats of the market landscape can be assessed vis-à-vis a company's marketing efforts.

Marketing Channel

Marketing channels are a type of distribution channel whereby products or services are promoted. Brandsensing makes a distinction between distribution channels and marketing channels. Whereas a distribution channel refers to the path(s) travels by a product or service to a customer (i.e. end-user), a marketing channel refers only to the promotional channels. These channels can be owned, earned, or paid for.

Marketing Communications

Marketing communications referred to the promotional messages used to communicate with consumers. These communications can be delivered through a wide array of marketing channels.

Marketing Forecast Model

A marketing forecast model is a type of market analysis technique used to represent the causal connections between specific marketing actions and consumer behaviors. These types of models are utilized to predict the outcome of marketing campaigns.

Marketing Mix

The marketing mix is a foundational marketing concept that refers to the set of controllable, tactical marketing tools or actions a company uses to produce the desired response from its target market. It represents the combination of elements that a business can control to influence consumers to buy its product and is sometimes described as the "marketing recipe" for success. This framework is most widely known through the "Four Ps" (Product, Price, Place, and Promotion), which help businesses align their offerings with customer needs and market conditions.

Marketing System

A coordinated distribution channel where manufacturers, wholesalers, and retailers work together as a unified system.

Master Brand

Master brand refers to the brand which dominates the products or services within a certain range, or across a specific business. Often times, a master brand is associated with one or more sub-brands.

Media Marketing

Social media marketing refers to the marketing tactics deployed to leverage the power of social media platforms to attract and convert customers.

Message Tests

Message Tests are structured experiments used to evaluate how well specific brand messages, headlines, or value propositions resonate with target audiences. These tests measure clarity, emotional impact, and relevance across different segments or channels. Insights from message testing help refine tone, language, and emphasis — ensuring communication aligns with how audiences actually think and feel. When done regularly, message testing turns brand communication into a continuous feedback loop that improves precision and effectiveness over time.

Messaging

Messaging refers to marketing communications that are strategically created to target a specific audience segment or target market. The content to these messages is usually determined by the defined target market's characteristics (e.g. psychographics), as well as elements of a brand's identity such as voice.

Mission Statement

A company's mission statement outlines its goals, values, and/or purpose. Hey Brian's mission should not be conflated with its vision. The former functions as the "how" , where as the latter operates as the "why" .

Mix

The marketing mix refers to the well-established combination of factors that businesses use to sell and promote to a specific target market.

Mobile Marketing

Mobile marketing refers to the multi-channel marketing techniques used for reaching consumers via their mobile devices (e.g. smartphones, tablets, etc.). This can happen through websites, emails, multimedia messages, social media, as well as mobile applications.NName:The name or brand name is given to a product, service, or range by a company, and is usually trademarked. These names can be descriptive, experiential, invented, generic, or evocative.Name,

Moment of Truth (ZMOT)

A Google-coined marketing concept describing the moment a consumer researches a product online before making a purchase decision. It highlights the importance of digital presence, reviews, and content in influencing buying behaviorZero

Needs to Look Superb3 Tips for Improving Your Website's Homepage GGateway Page

A gateway page is a term used to refer to pages on a website used to attract visitors and improve search engine optimization (SEO).

Net Promoter Score (NPS)

NPS, or Net Promoter Score, measures how likely customers are to recommend your brand to others on a scale from 0 to 10. It’s a simple yet powerful indicator of overall satisfaction and brand loyalty, distinguishing promoters (advocates) from detractors (critics). A high NPS suggests strong emotional connection and trust, while a low one signals gaps in experience or perception. Tracking NPS over time helps brands understand shifts in customer sentiment and prioritize initiatives that strengthen advocacy and retention.

Offer

Offer refers to the terms and conditions by which a product or service is presented to prospective consumers.Online

Online MarketingJJingle

A jingle refers to a slogan, verse, or musical tune used in advertising that is designed to be catchy and easy to remember.

Package / Packaging

In terms of branding and marketing, the primary purpose of packaging is the promotion and identification of a product.

Page

See: homepage

Parent Brand

A parent brand is the main brand within a brand family.

Parent Brand.Private Label

Private labels refer to business offerings that are sold under a specific brand name but are produced by a third party. This type of labeling is often used by retail brands for their generic products.

Perceived Differentiation

Perceived Differentiation describes how distinct and valuable your brand appears in the eyes of your audience. It’s less about what actually makes you different and more about what your customers believe sets you apart. Brands that cultivate strong differentiation build emotional preference and can command premium positioning. It’s achieved through consistent storytelling, design, and experience that highlight your unique value in a crowded marketplace.

Pipeline Add Rate

Pipeline Add Rate measures how quickly new qualified opportunities are entering your sales or marketing pipeline over a given period. It serves as an indicator of brand momentum, lead generation health, and market demand. A steady or increasing add rate suggests strong awareness and effective acquisition strategies, while a slowdown can signal messaging or reach challenges. Monitoring this metric helps teams balance top-of-funnel growth with the quality and readiness of incoming leads.

Point-of-Purchase Marketing

Point-of-purchase (POP) marketing refers to placing marketing material at the point where consumers are in latter segment of the consideration phase. This tactic is most often found in retail stores and is meant to encourage impulsive purchases.

Positioning

In marketing, positioning refers to the way consumers view competitive brands or product categories. The intent of market positioning is to establish brand image and identity, which is usually done based on market research.Positioning

Predictive Validity

Predictive validity is a metric used to determine the accuracy or usefulness of psychometrics. For example, a business may use predictive validity to determine the accuracy of a measure used to determine the correlation between a specific consumer affinity and purchasing behaviors.

Premium

Within sales, a premium refers to any additional product or service offered as an additional incentive to encourage a purchase

Price

A component of the four traditional "Ps" of the marketing mix, price is the amount a consumers pays to purchase a product or service.

Price Range

An acceptable price range involves those costs that buyers are ready to pay for products or services. The price you select for your business' offerings whole align with realistic customer expectations based on expected quality and benefits. Per the American Marketing Association, A frequent way of estimating an acceptable price range is via a

Pricing

A pricing strategy that sets prices based on the customer's perceived value rather than solely on production costs or competitor pricing. It aligns price with the benefits and outcomes the customer receives.Value

Pro Tips Engagement

In general terms, engagement is a measure of the rate at which a target audience interacts with branding ,advertising, or other marketing content. Engagement is measured differently depending on the media type (e.g. social media, traditional print, emails, etc.).

Probability Sample

A statistical technique used in market research, a probability sample is a sample in which any member of a specified population has a quantifiable chance of being included.Product:A product is anything sold by a business and is usually defined by its product attributes. Product is a component of the fours traditional "Ps" of marketing and can refers to both goods and services.

Product Attribute

Product attributes refer to the features, functions, uses, and potential benefits of a product. These characteristics are used to differentiate the product and help consumers identify it.

Product Experience

Product or Site Experience encompasses the total emotional and functional impression users form while interacting with your digital or physical product. It includes design, usability, speed, accessibility, and even tone of communication. A seamless experience delights users, reduces friction, and strengthens trust in your brand. Exceptional experiences don’t just convert — they create lasting loyalty and positive associations that extend beyond the immediate interaction.

Product Knowledge

Product knowledge refers to the information, attitudes, and beliefs consumers have about a specific business offering.

Product-Market Growth Matrix.Market Position

The market position of a brand refers to the place a brand occupies within the minds of consumers relative to its competitors. It is sometimes referred to as competitive position, and it can be assessed by a wide variety of contributing factors, including market penetration, capabilities, and consumer awareness.Market

Programmatic Marketing

IN today's increasingly digital world, programmatic marketing is. aype of marketing whereby technology is used to automate the placement and purchase of marketing communications.

Promoter Score (NPS)

A net promoter score is a key performance indicator used to measure customer satisfaction. It is calculated as a percentage of customers rating their likelihood to recommend a brand, business offering, or company to their friends, family, or colleagues. The metric is usually measured on a 0 to 10 scale, but sometimes a seven-point scale is used.Net

Promotion Marketing

Any tactic that tries to entice consumers to make a rapid purchase. Coupons, premiums, and rebates are all examples of promotion marketing.

Proposition (Value Statement)

A clear statement that communicates the unique benefits and advantages a business offers to customers. It explains why customers should choose a brand over competitors.Vertical

Pull Marketing

Pull marketing refers to marketing efforts used to influence the preferences of consumers as well as overall consumer demand.

Push Marketing

Push marketing refers to the efforts of marketers to get their business offering in front consumers who would not otherwise seek out the product or service. Infomercials are an example of a push marketing tactic. QQualitative ResearchQualitative research refers to the collection and analysis of non-numerical data. For marketing research, qualitative research is often conducted via interviews, focus groups, first-hand observations and other means to provide insights into consumer preferences, attitudes, beliefs, and behaviors.

QA (Quality Assurance) Checks Across Channels

QA (Quality Assurance) Checks Across Channels ensure that brand content meets established standards of accuracy, design integrity, and compliance before it’s published or distributed. These checks cover everything from typography and tone to accessibility, metadata, and technical performance. Conducting consistent QA across channels — social, web, email, print, and more — preserves brand credibility and user experience. Over time, rigorous QA processes build trust, prevent costly errors, and safeguard the consistency of the brand ecosystem.

Qualified Market

A qualified market is the pre-defined market segment for which is a product or service is developed.Query (SEO):IN terms of Search Engine Optimization (SEO), a query is the word or phrase consumers enter into a search engine such as Google to locate a product or service. These queries are often times long-tail keywords and in the form of questions (e.g. "what is the best stain remover for red wine?)Questionnaire:A questionnaire is a tool used by market researchers to collect data from respondents.

Quantitative Research

Quantitative research refers to the collection and analysis of numeric data. For marketing research, quantitative research is often conducted via surveys, polls, questionnaires and other means to gain empirical insights into consumers, brand performance, marketing outcomes, and more.

Random Sample

In marketing research, a random simple, also sometimes called a random simple sample, is a probability sample in which all respondents within a population have an equal chance of being part of the research sample. This tactic helps reduce biases in the data collection process, which is important for the collection valid and reliable information.

Rate

In email advertising, open rate refers to the percentage of sent emails clicked on by customers. In general marketing terms, an open rate is the highest rate charged for the distribution of an advertisement.Opinion:An opinion can refer to the cognitive and affective views that consumers have towards a brand, business, product, or service.Outbound

Rating

In advertising, rating refers to the total potential audience exposed to a particular medium (e.g. a

Rating Point (PRP)

A metric used to assess the persuasiveness of an executed message over a specified period of time.

Reach

Not reach, or simply reach, is calculated as the percentage of people within a target population exposed to a marketing message or advertisement. Each individual who is exposed at least once are typically counted; however they are only counted once,

Reach

Also sometimes called net reach, reach is a metric used to represent the number (or percentage) of a specified audience that has been exposed to a brand or an advertisement.Rebrand:Rebranding refers to the process of updating, altering, or revising a brand. This can be done because a brand is failing to reach its target market, or because the preferences of a target market have changed.over time.Relationship

Repositioning

Repositioning involves altering the positioning of a brand or business offering to more effectively compete in the marketplace. This is most often done when a target marketed or audience has shifted or the brand is failing to gain traction.

Representativeness

In market research, a representative sample is a subset of a target market which accurately reflects the characteristics of the broader group.Sampling:In market research, sampling refers to the statistical methodology of selecting a subset of a target market from which data is to be collected and analyzed. Sampling makes market research possible by enabling businesses to gather information about a target market relatively quickly and at an affordable cost.Sampling

Respondent

In marketing research, a respondent refers to someone who partakes in the research process, usually by taking a survey or questionnaire.

Retention Rate

Retention rate refers to the ratio of customers a business keeps compared to those it is at risk of losing or has already lost. Improving customer loyalty is an effective means of increasing retention rate.

Return on Investment (ROI)

Return on investment (ROI) is a metric used to assess the ratio of profits in relation to invested capital. Measuring ROI helps businesses ensure their marketing efforts are impactful and cost-effective.Revenue

Review Scores

Review Scores aggregate customer ratings from platforms such as Google, Trustpilot, Yelp, or app stores to quantify public sentiment about your brand. While often numeric, these scores carry qualitative weight — shaping perception, influencing search rankings, and impacting conversion decisions. Consistently high scores signal credibility, reliability, and trustworthiness. Actively managing and responding to reviews demonstrates transparency and a genuine commitment to customer satisfaction.

Review Scores

Review Scores aggregate customer ratings from platforms such as Google, Trustpilot, Yelp, or app stores to quantify public sentiment about your brand. While often numeric, these scores carry qualitative weight — shaping perception, influencing search rankings, and impacting conversion decisions. Consistently high scores signal credibility, reliability, and trustworthiness. Actively managing and responding to reviews demonstrates transparency and a genuine commitment to customer satisfaction.

Review Sentiment on Positioning

Review Sentiment on Positioning examines how customers’ reviews and feedback reflect their emotional and cognitive perceptions of your brand’s positioning in the market. It goes beyond star ratings — analyzing tone, word choice, and recurring themes to understand whether your brand is seen as premium, trustworthy, innovative, or otherwise differentiated. This qualitative insight reveals how your intended positioning translates into lived customer experience. When monitored continuously, it helps brands close perception gaps and align marketing narratives with real-world sentiment.

Rich Media

Rich media refers to a modern, digital multimedia format that can include text, images, videos, and audio.

Sales

Sale refers to the exchange of any good or service for money. It is the action of selling something. Revenue generated from sales, or sales revenue, is equal to the amount of money a business makes during a specified period. Sales revenue can be increased by either increasing the volume of sales, or by increasing the price per unit of a good or service.

Search & Share of Voice

Search & Share of Voice measure your brand’s visibility and presence across both search engines and social conversations. It reflects how often your brand appears — and how prominently — compared to competitors in organic and paid spaces. A higher share of voice signals stronger awareness, authority, and influence in your category. Monitoring and improving this metric helps brands understand where they stand in the public conversation and how effectively their marketing is performing.

Search Advertising

In online marketing, search advertising refers to the placement of ads on webpages that display results from search engine queries (i.e. SERPs). Search Engine Results Pages (SERPs) are webpages that display results from search engine queries. Examples include Google and Bing (Microsoft). Search Engine Optimization (SEO):Search Engine Optimization (SEO) refers to the process of creating a tech-driven marketing plan which improves visibility on search engines. This is done through a combination of technical coding, as well as the use of relevant keywords within web content.

Search Engine Results Page (SERP)

Webpages that display results from search engine queries.

Search Term

In online marketing, a search term refers to a keyword or keyword phrase which consumers might use to query a search engine. Brands that are more optimized for these terms have a competitive advantage.

Segmentation Strategy

There are multiple ways of splitting a heterogeneous market into smaller more, homogenous segments. These approaches are referred to as market segmentation strategies. Three potential strategies include undifferentiated marketing, differentiated marketing, and concentrated marketing. All of these approaches yield different results and are determined by the pre-defined goals and penetration capabilities of the business.

Selective Sample

In market research, a selective sample is a non-probability sample whereby research participants are deliberately selected. While such samples have their place in market research, they can cause sampling errors through bias.

Selling Proposition (USP)

The unique selling proposition (USP) of a product or service refers to the distinct and intentional positioning of a brand within the marketplace.

Service Brand

A service brand is a brand focused on customer interactions instead of goods (i.e. products).

Snowball Sampling

In market research, snowball sampling refers to a sample in which market researchers enable participants to recruit another participants. This can enable faster and more cost-effective research; however, it can also lead to sampling errors through bias.Social

Stage Conversion to Evaluation

Stage Conversion to Evaluation tracks the percentage of prospects that move from initial interest or discovery into a more serious phase of considering your product or service. It reflects how effectively your brand communicates relevance, credibility, and differentiation early in the buyer’s journey. High conversion at this stage indicates strong resonance between messaging and audience needs, while low conversion can expose friction points in positioning or qualification. Optimizing this stage is critical for maintaining a healthy, efficient pipeline that converts awareness into intent.

Statement

A positioning statement is the written description of of a brands position within the market. The positioning statement should clearly and concisely articulate the way in which a business wants its brand to be perceived by its target market as well as how the brand should differentiated compared to its competitors.

Sub-Brand

A sub-brand is a branded product or service with its own identity but is affiliated with a parent brand. This is often done to leverage the awareness or loyalty of the parent brand,

Systematic Sample

In market research, a systematic sample is a type of probability sample in which participants are selected by counting to a certain number after a random starting point.

Tagline

A tagline is a short (and hopefully catchy) phrase which is written to communicate the essence of a brand. Examples inlace McDonald's "I'm lovin' it" ,

Tails (SEO)

In online marketing, tails, or tail terms refer to search terms refers to longer search queries used to locate products or services. An example might include "best restaurant near me" .

Tangibles

Tangibles are the assets of a brand which a consumer can physically interact with. These can include the packaging of a product or even the door knob at a retail location.

Target Market

A target market is. the specific portion of the general population to which a business wishes to promote its offerings.

Targeting

In marketing, targeting refers to the practice of identifying and communicating with a subset of the general population.Test

Term

In online marketing, a search term refers to a keyword or keyword phrase which consumers might use to query a search engine. Brands that are more optimized for these terms have a competitive advantage.Secondary

Testing

Market testing is utilized to determine how well a business offering- a product or service - might perform within a given market. The analyses done during a market test can help gauge the viability within a specific geographic region, demographic group, or other market segment variables.

Title

An ad title is typically the first line of text on an advertisement. It is often referred to as the ad headline. Having a strong headline is an important component of your ad copy strategy.

Touchpoints

In marketing, touchpoint refers to the instances in which a consumer interacts with a brand. It is important to note that every touchpoint leaves an impression on the consumer, thereby effecting awareness, sentiment, and loyalty.

Trademark

A trademark is a symbol, word, or phrase used to identify a brand. Trademarks are legally protected intellectual property, which helps ensure that a brand can be differentiated from its competitors.

Traffic

The volume of visitors accessing a website, often segmented by source (organic, paid, referral, direct). It reflects brand reach and the effectiveness of marketing efforts.Website

Typographic System

A typographic system is the set of fonts and other elements of typography used by a brand to help differentiate it from competitors.

Undifferentiated Marketing

Also called mass marketing, undifferentiated marketing refers to the marketing strategy of targeting an entire market, rather than a specific market segment. In this case, the products our services offered by a business are intended to have mass appeal. This strategy often focuses on common characteristics, rather than differences, among a population.

Unique Buying Proposition (UBP)

The unique buying proposition (UBP) of a product or service refers to the distinct position of a brand within the minds of consumers.

Usability

The ease with which users can navigate and interact with a website. High usability enhances customer experience, reduces friction, and increases conversion rates.

Usability Testing

Usability testing is a step in the market research process whereby user-centric interactive design is evaluated.User:In marketing, a user can refer to the consumer of a product or service, as well as a unique visitor on a digital channel such as a website or a social media platform.

Validity

In market research, validity refers to how accurately a measurement captures what it is intended to. If a research instrument has high validity, then it is more likely that it is capturing real differences of a social phenomena among people, groups, etc.

Valuation

The financial estimation of a company's worth, often used for investment, acquisition, or fundraising decisions. It reflects both tangible assets and intangible factors such as brand equity and market potential.Value

Value Analysis

A systematic evaluation of a product's features and costs to determine whether each component contributes to customer-perceived value. It is used to reduce unnecessary costs while maintaining or enhancing customer satisfaction.

Viral Marketing

A marketing strategy that relies on customers sharing content rapidly, often via social media, creating exponential brand exposure.

Vision Statement

A forward-looking declaration of a company's long-term aspirations and impact. It serves as a guiding star for brand identity, culture, and strategy.

Warranty

A formal assurance from a company that its product or service will meet certain standards. It builds customer trust and reduces perceived risk in the buying decision.

Web Analytics

The measurement and analysis of website data to understand user behavior, track performance, and optimize marketing strategies.

Website

A collection of interconnected web pages hosted under a domain, serving as a digital presence for a business, brand, or individual. It acts as a central hub for communication, commerce, and branding.

Win/Loss Themes

Win/Loss Themes are the recurring patterns or insights that emerge from analyzing why customers choose — or don’t choose — your brand over competitors. They reveal the underlying factors driving purchase decisions, from pricing and product features to reputation and emotional appeal. By identifying these themes, brands can refine messaging, improve positioning, and close competitive gaps. Ongoing win/loss analysis also strengthens alignment between sales, marketing, and product strategy by grounding decisions in real customer feedback.

Generation X

Generation X - or Gen X - refers to people born between 1965 and 1979. These people are sometimes referred to as Gen Xers. Markerts believe this generation has certain qualities that set them apart from others, including generally higher levels of education, self-reliance, and a great degree of skepticism.

Endorsed Brand

Sometimes also referred to as a sub-brand, an endorsed brand is a branded business offering that is supported by an umbrella brand. Think, for example, of the Marriott brand of hotels. Within the Marriott family (i.e. brand house), there are brands such as Fairfield, Westin, and St. Regis. Endorsed brands enable firms to do business with a wide variety of target markets.

Zero Order Model

A forecasting or decision-making approach that assumes current conditions will continue unchanged, without accounting for external variables or future dynamics. In marketing and business planning, it provides a simple baseline for comparison but often lacks predictive accuracy.