Marketing 101: Learn the Language


The marketing industry is a complex one, with many moving pieces. To help you understand the various components of our work, Media Venue has developed this list of marketing terms you need to know!


Advertising– the activity of purchasing space on a public medium to promote a product or service

Ad Space– the area of a publication or website that is dedicated to displaying advertisements

Analytics– the data pulled from campaign performance that are used to manage, measure, and interpret success


Bounce rate– the percentage of website visitors who navigate away from the site after viewing only one page

Branding– the promotion of your business with advertising and distinctive design

Business-to-Business (B2B)– defines a transaction of products or services between two or more businesses

Business-to-Consumer (B2C)– defines a transaction of products or services from a business to an individual consumer


Call-to-Action– language that encourages an audience member to take a clear action, such as signing up for emails, visiting a location, or making a purchase

Campaign– a detailed, start-to-finish strategy designed to meet a specific goal utilizing one or more advertising methods

Click-Through-Rate (CTR)– the number of users that advance from the ad to the designated landing site

ComScore– data collection conglomerate for broadcast, cable, and over-the-top television channels that provides insight for smart media buying

Content– a piece of information such as copy, photo, video, or graphic that exists for the purpose of being shared and engaged with

Contextual Advertising– method of online advertising that shows ads to users based on the other content of the website

Conversion Rate– the percentage of users who complete a desired action, such as making a purchase, clicking a link, or downloading a file

Copy– written content that aims to fulfill an advertising goal such as increasing brand awareness or encouraging conversions

Creative– visual content such as photo, video, or graphics that aim to fulfill an advertising goal such as increasing brand awareness or encouraging conversions


Designated Market Area (DMA)– term coined by Nielson to describe the geographic region where local television views are measured; used more widely to define the region where a campaign will run

Direct Mail– a form of marketing that involves sending a physical piece of promotional material through the USPS or other courier service to a home or business

Display Ad– an online advertisement that appears on websites; may use text, images, video, audio, etc. and can appear anywhere on the web page (banner, sidebar, etc.)


Email Marketing– a form of marketing which sends personalized emails directly to past, current, and prospective clients


Flow Chart– a comprehensive document outlining all campaign elements and timelines; in traditional plans, also includes media schedules as applicable


Hashtags– keywords preceded by the “#” symbol; used on social media to indicate post topics and help platforms categorize content


Impression– the number of times users view an advertisement


Media Planning— the process of determining where, when, and how often to run a traditional advertising campaign

Mobile Marketing—a type of marketing that specifically caters to mobile devices, such as a smartphone or tablet

Monthly Cycles— the number of months that a digital campaign is running


Native Advertising— a form of online advertising where the ad is styled to match the form and function of the space where they appear


Out-of-House (OOH)— used to categorize advertisements displayed via billboards, posters, bus shelters, and other outdoor areas; also known as outdoor advertising

Over-the-Top (OTT)— used to categorize advertisements delivered directly to consumers over the Internet via streaming devices


Paid Search— a type of digital marketing which allows advertisers to bid for ad placement on Search Engine Result Pages when someone searches a keyword that is related to their business; also known as pay-per-click (PPC) and search engine marketing (SEM)


Retargeting— a type of digital marketing designed to increase brand awareness and target potential consumers who have previously visited sites or performed search queries related to your product or service


Search Engine Optimization (SEO)— the task of optimizing a website and its content to maximize search engine visibility, content relevance, and user experience

Search Engine Results Pages (SERPs)— the list of results that appear when a user completes a query on Google or other search engines

Social Media Management— the management of a brand’s presence on social media platforms such as Facebook, Instagram, and Twitter; activities may include creating original posts, engaging with the online community, sharing content, etc.; management services do not require payment to the platform

Social Media Marketing— a method of social media advertising that allows you to reach outside of your normal following via paid advertisements


Target Audience— the desired segment of people you wish to reach with your advertising campaign; may be defined by demographics, psychographics, geography, or other commonalities


Have questions about any of these terms or how Media Venue uses them? Give us a call at 502-855-4783 or email to learn more!

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