Glossary unit 8
advertising revenue Income received from advertising, after deducting the costs of the campaign
blog Short for web blog; used to communicate news to existing or potential
customers
bloggers People who contributed regularly to blogs.
brand A name, design feature or symbol used to identify a seller’s goods
citizen media Content written for and by members of the public, not only journalists
click-through rate Percentage of people who follow a link from an email or advert out of those
who view it.
Conversion metric A measurement of the success of conversion rates ex. interactions per visit,
value per visit.
customer An individual or company who buys products or services but is not necessarily
the end consumer
Customer profile The Description of the main characteristics of a potential customer
Customer review website Websites where you can read first-hand reviews that people have written about
products, brand or organisations
Data Information, especially facts or numbers collected to be used to help decision-
making. It can also be information that can be stored and processed by a
computer
Direct mail Mail which is sent directly to identified customers through the postal system
Discount A reduction in the selling price of a product or service
Email campaign Direct mail campaign using email
Exhibition An event to display, promote and sell goods or services
Keyword A significant word or phrase in a text used as a search term by search engines
Launch ( a service; To introduce a new product or service into the marketplace
website, campaign)
Long-term objective Objectives which is not expected to bring immediate results or returns on
investment but is focused on a longer time period.
Marketing mix The combination of marketing tactics, including the ‘P’s’ of marketing: product,
pricing, place, promotion, people, process and physical evidence.
Marketing What the organisation wants to achieve with its marketingplan
objectives/goals
Marketing strategy How an organisation intends to achieve its marketing objectives.
Networking Making contacts with people who might be useful for you professionally
Offline sales Sales made through any means other than through a website
Online sales Sales through a website, not in a shop or by phone.
Podcast Radio programme that’s is stored in a digital form that you can download from
the internet and play on a computer or on an MP3 player
Positioning Identifying the place in the marketing or the mind of the consumer for a
particular product or brand
advertising revenue Income received from advertising, after deducting the costs of the campaign
blog Short for web blog; used to communicate news to existing or potential
customers
bloggers People who contributed regularly to blogs.
brand A name, design feature or symbol used to identify a seller’s goods
citizen media Content written for and by members of the public, not only journalists
click-through rate Percentage of people who follow a link from an email or advert out of those
who view it.
Conversion metric A measurement of the success of conversion rates ex. interactions per visit,
value per visit.
customer An individual or company who buys products or services but is not necessarily
the end consumer
Customer profile The Description of the main characteristics of a potential customer
Customer review website Websites where you can read first-hand reviews that people have written about
products, brand or organisations
Data Information, especially facts or numbers collected to be used to help decision-
making. It can also be information that can be stored and processed by a
computer
Direct mail Mail which is sent directly to identified customers through the postal system
Discount A reduction in the selling price of a product or service
Email campaign Direct mail campaign using email
Exhibition An event to display, promote and sell goods or services
Keyword A significant word or phrase in a text used as a search term by search engines
Launch ( a service; To introduce a new product or service into the marketplace
website, campaign)
Long-term objective Objectives which is not expected to bring immediate results or returns on
investment but is focused on a longer time period.
Marketing mix The combination of marketing tactics, including the ‘P’s’ of marketing: product,
pricing, place, promotion, people, process and physical evidence.
Marketing What the organisation wants to achieve with its marketingplan
objectives/goals
Marketing strategy How an organisation intends to achieve its marketing objectives.
Networking Making contacts with people who might be useful for you professionally
Offline sales Sales made through any means other than through a website
Online sales Sales through a website, not in a shop or by phone.
Podcast Radio programme that’s is stored in a digital form that you can download from
the internet and play on a computer or on an MP3 player
Positioning Identifying the place in the marketing or the mind of the consumer for a
particular product or brand
