Glossary

General Marketing Terms

Technology terms | Printing and typesetting terms

A - M | O - Z

Above the line

Refers to campaign expenditure on advertising in all media.

Advertorial

An article written and paid for by the advertiser, so that it looks like editorial.

Advertising evaluation equivalents

Measuring the dollar value of editorial coverage by estimating what it would have cost, if you had had to pay for the space. Sauce does not recommend using this evaluation method.

Below the line

Refers to campaign expenditure on direct mail, direct marketing, customer relationship marketing and so on.

Branding

Giving a product/organisation a name, term, sign, symbol, design, or some combination of these, which identifies them as the marketer's and differentiates them from competitor's offerings.

Chief of Staff

The person who manages the news room, decides which stories will run and who is allocated to cover them.

Circulation

The total number of copies distributed by a newspaper or magazine.

Classifieds

An advertisement in a newspaper that is placed along with advertisements for similar events under a classified heading, e.g. 'Entertainment' or 'Cinema'.

Click throughs

A click of the mouse that transfers a person from an advertisment or link on a third-party website to your website, or from your e-newsletter to your website, for example. Used to evaluate the effectiveness of e-communications.

Concept

A design in which all aspects of the product are linked to a central idea, function or theory, etc.

Copy

Written or typed matter intended to be reproduced in print.

Copyright

The exclusive right, granted by law for a certain term of years, to make and dispose of copies of, and otherwise to control, a literary, musical, dramatic, or artistic work.

Cost per thousand

In advertising. Used by the media planner to calculate the cost for thousand persons reached by a particular publication using cost and circulation data.

Coupon

A separable part of a certificate, ticket, advertisement etc., entitling the holder to something.

Critical path

Plots the events that need to occur to complete a project on a timeline.

CRM

Customer Relationship Marketing. Building loyalty through your relationship with a customer.

Cumes

In radio advertising, the diminutive of the cumulative (or total audience) reached over a period of time.

Database

A large volume of information stored in a computer and organised in categories to facilitate retrieval.

Direct mail

Mailing brochures, letters, questionnaires etc. directly to the target market.

Direct marketing

Marketing to the customer without the use of an intermediary.

Display ad

An advertisement which is usually designed by the advertiser and displayed in a box.

Direct response

In advertising. Advertising designed to trigger a behavioural response in target audiences, e.g. placing mailback coupons in the ad, asking people to bring in or mention an ad, setting up a phone number and asking individuals to call for further information etc.

Distress rates

Cheaper rates for advertising at short notice, i.e. when newspapers have spaces to fill shortly before their deadlines.

Distribution

To place promotional material, e.g. fliers or posters, throughout areas where they will be picked up.

Editor

A person responsible for a particular area in a publication. For example, Features Editor, Arts Editor, Picture Editor, etc.

Feature

A story in a newspaper which is included because of its special interest, and which is usually a more in-depth appraisal of a subject.

Flag

In direct marketing. A marker assigned to an item of stored data in a database.

Freepost

Used to encourage a response by mail. The sender does not pay to return an item by post e.g. a questionnaire.

Free-to-air

Television which is not paid for by the viewer. See Pay TV.

Frequency

(In advertising) The number of times a person is likely to see, hear or view your advertisement.

Incentive

Something of financial or symbolic value added to an offer to encourage some overt behavioural response.

Key messages

Key messages are short statements that position an organisation or event, differentiating it from competing offers.

Key selling points

The components of a program or event that will appeal to the greatest number of people.

Live read

A radio advertisement read live on air by the announcer.

Loyalty programs

A component of relationship marketing. Programs designed to increase the strength of a consumer's preference for a particular entity. The most common form of loyalty program in the arts are subscription or membership programs.

Market research

The planned acquisition and analysis of objective data measuring aspects of the marketing system for the purpose of improving marketing decisions.

Marketing strategy

The first stage is setting marketing objectives (where the organisation wants to be at the end of the strategic planning period) and goals (the objectives with specific numerical benchmarks and deadlines attached to allow management to measure achievement). The second stage is specifying the core marketing strategy, i.e. specific target markets, competitive positioning and key elements of the marketing mix. The third is the implementation of tactics to achieve the core strategy.

Media hooks

Aspects of an event or program that are most likely to appeal to a journalist or the media generally.

Media monitoring

Systematic monitoring of the media in order to ascertain what has been said. Specialised agencies provide this service.

Metrolites

Large illuminated poster sites, usually located at bus shelters.

Metropolitan Daily

Sauce has used this term to describe a daily newspaper published in any of the capital cities in Australia.

Mission

The core purpose of an organisation, i.e. what it is trying to achieve.

No-show

When a person who has replied to an invitation to attend an exhibition opening or opening night, doesn't turn up. The term is also used more widely than this.

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Offer

A proposal by a marketer to make available to a target customer a desirable set of positive consequences if the customer undertakes the required action.

Op-ed

The opinion and editorial pages in a newspaper. Usually a double-paged spread containing the editorial, cartoon, letters to the editor and a range of commentary from journalists or others outside the organisation.

OTS

Opportunities to See. A measure used by some Internet media to help advertisers ascertain the value of a website for a campaign. It measures the number of unique browsers with cookies that normally access the website over a period of time.

Page impression

Number of times a page on a website is requested by a browser.

Papering

Filling empty seats by offering free tickets.

Pic-Op

An opportunity for the media to take a picture (usually still) for their outlet.

Presenter

The person who is the 'face' or 'voice' of a television or radio program.

Producer

The person who is responsible for putting together a radio or television program.

Public broadcasting

Media outlets that are funded entirely, or in part, by government to deliver an agreed charter.

The Marketing Ps

Price, Product, Place, Promotion, People, Positioning.

Pay TV

Television which is paid for by subscribers, i.e. not free-to-air.

Pitch

A proposal - either verbal or written - to enlist the engagement or support of a third party.

Promotion

Promotion is a tool of marketing and involves publicity, advertising, sales promotion and direct marketing.

Psychographics

Life-style measures which combine psychological and demographic measurements based on consumers' activities, aspirations, values, interests or opinions.

Publicity

Definitions vary but in Sauce the term is used to describe obtaining media coverage.

Q&A

A briefing document created to anticipate possible questions from the media and the answers that should be given to these questions.

Qualitative research

Research that seeks out people's attitudes and preferences, usually conducted through unstructured interviews or focus groups.

Quantitative research

Research that measures (quantifies) responses to a structured questionnaire, conducted either through telephone, face-to-face structured interviews, on the Internet or through self completion surveys.

Quickcuts

The brand name of technology which enables design companies or advertising agencies to transmit advertisements directly to the publication over a telephone line.

Reach

The total number of people your organisation or campaign reaches.

Readership

The total number of people who read a publication, which can be higher than the number of people who buy it.

Relationship marketing

Marketing with a focus on building long-term relationships where the target customer is encouraged to continue his or her involvement with the marketer.

Reply paid

See Freepost.

Reviewer

A person from the media who writes a critique on a show, concert or exhibition. Sometimes also called a 'critic'.

SFX

Sound effects used in a radio or television ad; music, applause, etc.

Situational analysis

An analysis of the internal and external environment of a company or event.

Slash

In the design of advertisements, the slash is in the shape of a bar or bubble that contains information topical to that specific insertion. One is usually sufficient.

Special Feature

Special features usually have some involvement from the advertiser or from advertisers.

Stringers

Contract journalists who report for a publication on a freelance or occasional basis.

Sub editor

Often referred to as the 'sub', a sub editor is responsible for editing stories for print media and will also usually write the headlines.

Supplement

A series of articles around a subject that is funded by special advertising relating to that subject.

SWOT analysis

Identifying the strengths and weaknesses, which are internal to the organisation or project and the opportunities and threats, which come from outside the organisation.

Talent

The person or people you put forward to the media as possible subjects for an interview, a game show, a picture or footage, etc.

Target audience

The section of the population that is identified as likely to be most interested in buying or being associated with a product.

Target media

The media you decide to target for coverage because they reach your target audience.

Targeting

The act of directing promotions to the target audience.

TARPS

Target audience rating points -- that is, the number of people or percentage of people reached in your target audience

USP

Unique selling proposition.

Vision

A statement at the head of a strategic planning document that visualises where the organisation will be, or what it will achieve, in the longterm.

VO

Voiceover. (In radio and television advertising).

W's

The four W's essential to most communications are: who, what, where, when. To this can sometimes be added a 5th: why.

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