Terms

1-to-1 marketing: a method of managing prospect and customer relationships using highly personalized marketing materials. The concept of 1-to-1 marketing was promoted by Don Peppers and Martha Rogers in their book, The One to One Future, published in 1994.

2D code: a two-dimensional barcode that stores information both horizontally and vertically. 2D codes can store up to 7,089 numeric characters, as contrasted with 1-dimensional barcode that store 20 characters.

Active voice: a sentence construction in a sentence in which the subject of the sentence performs the action expressed in the sentence.

Barcode: a sequence of vertical bars and spaces that represents numbers and symbols. A bar code typically consists of five parts: a quiet zone, a start character, data characters (including an optional check character), a stop character, and another quiet zone.

Business marketing: facilitating the sale of products or services to businesses or organizations. Also known as business-to-business or B2B marketing.

CAN-SPAM: an acronym for Controlling the Assault of Non- Solicited Pornography and Marketing Act. Legislation passed by Congress and signed into law by President Bush in December 2003. Establishes the first national standards for sending commercial e-mail.

CMYK: the four process ink colors – cyan, magenta, yellow and black. The CMYK color system is used for printing but is not used in HTML.

Co-branding: a marketing strategy that associates a single product or service with more than one brand name or with someone other than the original producer.

Consumer marketing: marketing aimed at large groups of individuals using mass media and retailers. Also known as business-to-consumer or B2C marketing.

Creative brief: a document developed by creative professionals such as advertising agencies to guide the creation of marketing or advertising processes. A creative brief typically consists of a series of simple questions asked by the creative team and answered by whomever has requested the brief.

Digital printing: a method of producing printed output directly from a computer file. Digital printing does not require the preparation steps needed by offset printing (makeready) nor a printing plate. Also called on demand printing.

Dimensional marketing: a direct mail marketing technique that uses a three-dimensional object as a prop to promote a product or service. A dimensional marketing piece often must be sent in a package; this, coupled with the extra cost of postage, makes dimensional marketing costly and therefore done on a limited basis.

Direct mail marketing: a form of marketing that is aimed directly at the consumer or business without any intermediary like radio or television.

Google AdWords: Google's advertising product. Used in conjunction with Google's search engine.

Guerilla marketing: an unconventional promotional system that uses time, energy and imagination rather than a big budget to achieve success.

Marketing channel: activities designed to move goods from the production to consumption point. Includes all the marketing activities and organizations that are necessary to complete the process.

Multi-channel promotion: using more than one promotional method simultaneously. Can include references between the various channels being used.

Organic search results: listings on search engine results pages that appear because of their relevance to the search terms, as opposed to being paid advertisements (pay-per-click).

Passive voice: a sentence construction that uses the object of an action as the subject of the sentence. In other words, whoever or whatever is performing the action is not the grammatical subject of the sentence.

PPC: an acronym for pay-per-click, a bid-based advertising method made popular by Google and Yahoo!

Promotion plan: the outline of the promotional tools or tactics that will be used to achieve marketing objectives.

Public relations: activities that promote an understanding of a business, product or service and creates good will.

QR code: an acronym for Quick Response code. A two-dimensional barcode symbology originally developed by the Japanese company Denso-Wave to store information about Toyota parts inventory. Now used with a mobile phone to take readers to a web site or provide contact information.

RGB: red, green and blue, the color model used for television sets, computer screen, mobile phone displays and other digital output devices.

Search engine optimization: the process of improving the amount of traffic to a web site or web page from Internet search engines. Unlike Google AdWords and other search engine marketing activities, SEO is free.

SEM: an acronym for search engine marketing, the activities associated with positioning a web site to maximize its exposure. SEM techniques include search engine optimization and pay- per-click advertising.

SEO: an acronym for search engine optimization, the process of promoting a web site’s ranking in the search results of a search engine.

Style guide: a set of standards governing the writing and design of documents. Implementing a style guide promotes uniformity of style and formatiing. Also Known as a style manual or a house style (if developed for a specific organization).

Swipe file: a collection of sales, marketing and advertising material known to be effective or of interest. Used by writers to generate ideas. Target audience: A specified audience or demographic group for which an advertising message is designed.

Viral marketing: a marketing technique that uses social networks to create brand awareness or buzz. So-called because social networking allows for rapid spread of the marketing message, similar to the spread of pathological and computer viruses. Can also mean stealth marketing, an unscrupulous form of advertising.