📣 Marketing & Communications · Vocabulary for Specific Fields · 150 words

🃏 Learn this set with free flashcards →

marketing mix n	the combination of product, price, place and promotion We adjusted the marketing mix after sales fell in rural areas.
target market n	the group of customers a business plans to sell to Our target market is young professionals living in big cities.
target audience n	the specific people a message or advert is designed for The video clearly speaks to its target audience of new parents.
market segmentation n	dividing a market into groups of customers with similar needs Market segmentation helped us design separate offers for students and retirees.
positioning n	how a brand wants customers to see it compared with rivals The new positioning presents the coffee chain as an affordable luxury.
brand awareness n	how well people recognise and remember a brand The festival sponsorship boosted brand awareness among teenagers.
brand equity n	the extra value a well-known brand name adds to a product Strong brand equity allows the company to charge higher prices.
brand identity n	the visual and verbal elements that make a brand recognisable The agency refreshed our brand identity with a new logo and colours.
brand loyalty n	the tendency of customers to keep buying the same brand Brand loyalty among smartphone users is surprisingly high.
rebranding n	changing a company's name, logo or image to create a new impression The bank's rebranding cost millions but attracted younger customers.
value proposition n	a clear statement of why customers should choose your product Our value proposition is fast delivery at no extra cost.
unique selling point n	a feature that makes a product different from competitors The phone's unique selling point is its week-long battery life.
buyer persona n	a fictional profile representing a typical ideal customer We created a buyer persona called Linh, a busy office worker.
market research n	collecting information about customers, competitors and market trends Market research showed strong demand for plant-based snacks.
focus group n	a small group asked to discuss their opinions about a product The focus group disliked the bitter taste of the new drink.
survey n	a set of questions used to collect opinions from many people Over two thousand customers completed our online survey last month.
consumer behavior n	how people choose, buy and use products and services The pandemic changed consumer behavior towards online grocery shopping.
competitor analysis n	studying rivals' strengths, weaknesses and strategies A competitor analysis revealed gaps in their after-sales service.
SWOT analysis n	reviewing strengths, weaknesses, opportunities and threats of a business The team began the planning day with a SWOT analysis.
market share n	the percentage of total sales in a market held by one company The brand increased its market share to eighteen percent this year.
niche market n	a small, specialised market with particular needs They succeed by serving the niche market of left-handed gamers.
campaign n	a planned series of marketing activities with a specific goal The summer campaign doubled visits to our online store.
advertising n	the activity of promoting products through paid messages The company spends a fifth of its budget on advertising.
commercial n	an advertisement broadcast on television or radio Their thirty-second commercial aired during the football final.
slogan n	a short memorable phrase used in advertising The new slogan is easy to remember and fun to say.
tagline n	a short phrase that sums up a brand or product The tagline appears under the logo on every package.
logo n	a symbol or design that represents a company The designer simplified the logo so it looks clear on phones.
copywriting n	writing persuasive text for adverts, websites and marketing materials Good copywriting turned the boring product page into a sales tool.
call to action n	a phrase or button telling people what to do next Every email ends with a clear call to action like Book Now.
landing page n	a web page visitors arrive at after clicking an advert or link The landing page loads slowly, so many visitors leave immediately.
conversion rate n	the percentage of visitors who complete a desired action Simplifying the checkout raised our conversion rate by three percent.
click-through rate n	the percentage of people who click a link after seeing it The new subject line improved the click-through rate of our emails.
impression n	one instance of an advert being shown to a user The banner received fifty thousand impressions but very few clicks.
reach n	the number of different people who see a piece of content The post's organic reach dropped after the platform changed its rules.
engagement n	how actively people like, comment, share or interact with content Short videos generate much higher engagement than text posts.
influencer n	a social media user who can affect followers' buying decisions We partnered with a fitness influencer to promote the new shoes.
sponsorship n	paying for an event or activity in return for publicity The brand's sponsorship of the marathon reached thousands of runners.
endorsement n	public support for a product by a famous person The singer's endorsement made the perfume sell out in days.
public relations n	managing communication between an organisation and the public She has worked in public relations for a major airline for ten years.
press release n	an official statement given to journalists about news The company issued a press release announcing its new CEO.
press conference n	a meeting where officials answer questions from journalists The director explained the product recall at a press conference.
media coverage n	the amount of attention a story receives from the media The charity event received positive media coverage nationwide.
spokesperson n	a person chosen to speak officially for an organisation A company spokesperson declined to comment on the rumours.
crisis communication n	communication used to protect a reputation during an emergency Our crisis communication plan helped us respond within one hour.
reputation management n	monitoring and improving how the public sees an organisation Online reputation management includes replying politely to negative reviews.
stakeholder n	a person or group affected by or interested in an organisation We informed all stakeholders before announcing the merger publicly.
content marketing n	attracting customers by creating useful articles, videos and other content Content marketing through cooking videos grew our audience steadily.
social media marketing n	promoting products and brands on social networking platforms Social media marketing is now our main channel for reaching students.
email marketing n	sending promotional messages to customers by email Email marketing still delivers a strong return for online retailers.
newsletter n	a regular email or publication sent to subscribers Subscribers to our monthly newsletter get early access to sales.
search engine optimization n	improving a website so it ranks higher in search results Search engine optimization brought our blog to the first page of results.
pay-per-click adj	describing advertising where you pay each time someone clicks Our pay-per-click ads cost less on weekends when competition is lower.
keyword n	a word or phrase people type into a search engine We chose the keyword cheap flights for our travel campaign.
organic traffic n	website visitors who arrive from unpaid search results Organic traffic rose after we published weekly how-to guides.
analytics n	the analysis of data to understand performance and behaviour Web analytics show that most visitors use their phones.
key performance indicator n	a measurable value showing how well a goal is being achieved Our main key performance indicator this quarter is new sign-ups.
return on investment n	the profit gained compared with the money spent The return on investment from video ads was higher than expected.
customer acquisition cost n	the average cost of winning one new customer Referral rewards lowered our customer acquisition cost significantly.
customer lifetime value n	the total profit expected from one customer over time Subscription models usually increase customer lifetime value for software companies.
lead generation n	activities that attract people interested in buying Free webinars are our most effective tool for lead generation.
lead n	a person who has shown interest in a product or service The trade fair produced over two hundred qualified leads.
sales funnel n	the stages a customer goes through before buying Many users drop out at the payment stage of our sales funnel.
customer journey n	all the experiences a customer has with a brand over time We mapped the customer journey from first advert to repeat purchase.
touchpoint n	any point where a customer interacts with a brand The delivery driver is an important touchpoint for online shoppers.
retargeting n	showing ads to people who previously visited your website Retargeting reminded shoppers about the items left in their carts.
A/B testing n	comparing two versions of something to see which performs better A/B testing showed that the green button attracted more clicks.
user-generated content n	photos, videos or reviews created by customers, not the brand We shared user-generated content from travellers using our backpacks.
viral adj	spreading very quickly online as people share it The funny dance video went viral within forty-eight hours.
word of mouth n	information passed from person to person, not through advertising Most of our first customers came through word of mouth.
promotion n	activities that encourage people to buy, such as special offers The buy-one-get-one promotion in all our stores ends this Sunday.
discount n	a reduction in the usual price Students receive a ten percent discount on all courses.
loyalty program n	a scheme that rewards customers for repeat purchases Members of our loyalty program earn points on every purchase.
coupon n	a ticket or code that gives a discount Customers can download a coupon from our mobile app.
free sample n	a small amount of a product given away to try Shoppers received a free sample of the new shampoo at the entrance.
point of sale n	the place where a customer pays for goods Eye-catching displays at the point of sale encourage impulse buying.
merchandising n	presenting products in stores to encourage people to buy Better merchandising placed snacks near the checkout counters.
packaging n	the box, bag or material a product is sold in Eco-friendly packaging has become a selling point for young buyers.
pricing strategy n	the method a company uses to set prices Our pricing strategy aims to stay below the market leader.
premium pricing n	setting high prices to suggest high quality or exclusivity Premium pricing supports the watchmaker's luxury image in every market.
penetration pricing n	setting low prices at first to gain customers quickly The streaming service used penetration pricing to enter the Asian market.
distribution channel n	the route by which a product reaches the customer Convenience stores are our most important distribution channel.
product launch n	the introduction of a new product to the market The product launch event was streamed live to thousands of fans.
product life cycle n	the stages of a product from introduction to decline Smartphones have a very short product life cycle.
differentiation n	making a product clearly different from competitors' products Differentiation through excellent service protects us from price wars.
brand ambassador n	a person paid to represent and promote a brand The tennis star became our brand ambassador for Asia.
media planning n	deciding where, when and how often to place adverts Careful media planning helped us avoid wasting money on late-night TV.
media buying n	purchasing advertising space or time from media owners Programmatic media buying lets us purchase ad space automatically.
billboard n	a very large outdoor sign for advertisements A giant billboard near the airport shows our new resort.
banner ad n	a rectangular advertisement displayed on a web page The banner ad appears at the top of the news website.
out-of-home advertising n	advertising seen outside the home, such as on buses or billboards Out-of-home advertising at metro stations reaches commuters every day.
print media n	newspapers, magazines and other printed publications Print media still works well for reaching older readers.
broadcast v	to send out a programme on television or radio The interview will be broadcast live on national television.
storytelling n	using stories to communicate a brand's values and message Emotional storytelling made the charity advert unforgettable for many viewers.
brand voice n	the consistent personality a brand uses in its communication Our brand voice is friendly, simple and slightly humorous.
creative brief n	a document explaining the goals and requirements of creative work The creative brief asked for a fun video under thirty seconds.
agency n	a company that provides marketing or advertising services to clients We hired a digital agency to manage our social media accounts.
account manager n	an agency employee who manages the relationship with a client Our account manager presented the campaign results every Friday.
copywriter n	a person who writes the text for adverts and marketing materials The copywriter came up with three possible slogans for the launch.
art director n	the person responsible for the visual style of a campaign The art director chose bright yellow for all the posters.
mock-up n	a model or draft showing how a design will look The designer sent a mock-up of the new packaging for approval.
visual identity n	the logo, colours, fonts and images that represent a brand A clear visual identity makes our stores instantly recognisable.
infographic n	an image that presents information or data visually The infographic about recycling was shared thousands of times.
hashtag n	a word with # used to group related social media posts Customers posted photos with the campaign hashtag to win prizes.
follower n	a person who subscribes to an account on social media The brand gained ten thousand new followers after the contest.
algorithm n	a set of rules a platform uses to decide what users see The new algorithm favours videos that keep people watching longer.
platform n	a website or app where content is published and shared TikTok has become a key platform for reaching Gen Z.
omnichannel adj	providing a seamless experience across online and offline channels Our omnichannel strategy lets customers buy online and return in store.
integrated marketing communications n	coordinating all marketing messages so they work together consistently Integrated marketing communications ensured our TV and online ads matched.
inbound marketing n	attracting customers with useful content instead of interruptions Inbound marketing helped us attract clients through helpful blog posts.
outbound marketing n	reaching customers directly through ads, calls or mail Cold calling is a classic form of outbound marketing.
guerrilla marketing n	low-cost, surprising marketing in public places Their guerrilla marketing stunt turned a bus stop into a giant sofa.
experiential marketing n	marketing that lets customers experience a brand directly The car brand used experiential marketing with free test drives in malls.
affiliate marketing n	paying partners a commission for sales they bring in Bloggers earn money through affiliate marketing links in their reviews.
B2B adj	involving sales between businesses rather than to consumers B2B marketing often focuses on long-term relationships and trust.
B2C adj	involving sales from businesses directly to individual consumers B2C brands rely heavily on emotional advertising and social media.
customer retention n	keeping existing customers coming back to buy again Personalised offers improved customer retention by fifteen percent.
churn rate n	the percentage of customers who stop using a service The app's churn rate fell after we added a loyalty feature.
customer satisfaction n	how happy customers are with a product or service Customer satisfaction scores rose after we extended support hours.
Net Promoter Score n	a measure of how likely customers are to recommend a brand Our Net Promoter Score improved from thirty to forty-five this year.
testimonial n	a statement from a customer praising a product or service We added video testimonials from happy clients to the homepage.
case study n	a detailed account showing how a product solved a client's problem The case study explains how our software saved a hotel thousands.
white paper n	an in-depth report that explains an issue and offers a solution Prospects must enter their email to download our white paper.
webinar n	a seminar or presentation held online More than five hundred people registered for our webinar on SEO.
trade show n	an exhibition where companies present products to an industry We met several distributors at the trade show in Singapore.
event marketing n	promoting a brand by organising or taking part in events Event marketing at universities helped us recruit new users.
media kit n	a package of information and images provided to journalists The media kit includes product photos, facts and executive biographies.
editorial calendar n	a schedule showing when content will be created and published Our editorial calendar plans blog posts three months ahead.
marketing budget n	the money a company sets aside for marketing activities Half of the marketing budget now goes to digital channels.
cross-selling n	selling customers a related product in addition to their purchase Cross-selling phone cases with new phones increased average order value.
upselling n	encouraging customers to buy a more expensive version Staff are trained in upselling larger coffee sizes.
demographics n	statistics about a population such as age, gender and income The demographics of our readers are mainly women aged twenty-five to forty.
psychographics n	information about people's values, interests and lifestyles Psychographics show our buyers care deeply about sustainability.
consumer insight n	a deep understanding of what customers truly need or feel The campaign was based on the consumer insight that parents feel guilty about screen time.
benchmark n	a standard used to compare performance We use last year's results as a benchmark for this campaign.
dashboard n	a screen showing key data and results in one place The marketing dashboard updates sales and traffic figures in real time.
metric n	a number used to measure performance or progress Time on page is a useful metric for content quality.
cost per mille n	the price an advertiser pays for one thousand ad impressions The cost per mille on video ads is higher than on banners.
sponsored post n	a social media post paid for by a brand The travel blogger clearly labels every sponsored post.
native advertising n	paid ads designed to look like normal content on a site Native advertising blends in with the articles on news websites.
brand guidelines n	rules explaining how to use a brand's logo, colours and voice All partners must follow our brand guidelines when using the logo.
earned media n	free publicity gained through shares, reviews or news coverage The viral video generated huge earned media without extra spending.
owned media n	channels a brand controls, such as its website and blog Our website and app are the most valuable owned media we have.
paid media n	advertising space or exposure that a brand pays for Paid media accounts for sixty percent of our campaign spending.
media relations n	building good relationships with journalists and media outlets Strong media relations helped us get featured in a national newspaper.
internal communications n	communication between an organisation and its employees Internal communications kept staff informed during the restructuring.
corporate social responsibility n	a company's commitment to act ethically and help society Our corporate social responsibility program plants trees in rural schools.
market penetration n	how much a product is used compared with the total market Market penetration of electric scooters is still low in small towns.
go-to-market strategy n	a plan for launching a product and reaching customers Our go-to-market strategy targets hospitals before private clinics.
personalization n	adapting messages or products to individual customers Personalization of email subject lines raised open rates noticeably.
marketing automation n	software that automatically handles repetitive marketing tasks Marketing automation sends a welcome email as soon as users register.