Marketing Terms and Definitions

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A marketing dictionary is a must-have for all marketing professionals.  There are several marketing definitions that we must understand in order to do our jobs, not to mention many terms have variations and new terms are being added daily to our vocabulary and it's important for us to stay brushed up in our profession. This marketing glossary serves as a marketing reference and will provide you with in-depth definitions, explanations, references, and examples.

Each marketing term is approached with the following questions in mind:

  • What is the marketing term?
  • What does the marketing term mean?
  • Why does it matter to marketing professionals?
  • Are there similar marketing terms that correlate with that term that marketers should know?
  • Are there relevant examples that help in understanding the marketing term?

A

Accordion Insert

Ad Copy

Advertising Allowance

Advertising Budget

Advertising Elasticity

Advertising Plan

Advertising Research

Ad Specialty

Advertorial

Affiliate

Affiliate Marketing

Affiliate Directory

Affiliate Network

Agency Commission

B

Banner Ad

Brand

Brand Identity

Brand Image

Brand Manager

Business-to-Business Advertising

C

Caption

Card Rate

Channel Distribution

Circulation

Classified Advertising

Comparative Advertising

Competition-Oriented Pricing

Cooperative Advertising

Copyright

Corrective Advertising

Cost Efficiency

Cost Per Inquiry

Cost Per Rating Point (CPP)

Cost Per Thousand (CPM)

Counter Advertising

Creative Strategy

Creatives

D

DAGMAR

Day-After Recall Test

Deceptive Advertising

Demographics

Direct Mail

Direct Marketing

Direct Response

E

Earned Rate

Eighty-Twenty Rule

End-User

Equal Time

Exposure

Eye Tracking

F

FCC

Fixed-Sum-Per-Unit Method

Flat Rate

Flighting

Focus Group Interview

Four Ps

FTC

Full Position

Full-Service Agency

G

Galvanometer Test

Generic Brand

Gross Audience

Gross Impressions

Gross Rating Points (GRPs)

H

Hierarchy-Of-Effects Theory

Holding Power

Holdover Audience

Horizontal Discount

Horizontal Publications

House Agency

I

Image Advertising

In-Pack Premium

Industrial Advertising

Infomercial

Integrated Marketing Communication (IMC)

J

Jingle

Jumble Display

K

Keeper

Key Success Factors

L

Leave-Behind

Lifestyle Segmentation

List Broker

Loss Leader

Loyalty Index

M

Macromarketing

Marginal Analysis

Market Profile

Market Segmentation

Market Share

Marketing Firm

Marketing Mix

Marketing Research

Materiality

Media Strategy

Motivation Research

N

NAD

Narrowcasting

National Brand

Net Unduplicated Audience

Nominal Scale

Nonprofit Marketing

Norms

O

Objectives

Observation

On-pack (On-pack Premium)

P

Parity Products

Patronage Motives

Payment Threshold

Penetrated Market

Per Inquiry

Perceived Risk

Percent-of-Sales Method

Persuasion Process

Potential Market

Product Differentiation

Product Life Cycle

Product Positioning

Promotion

Promotional Mix

Psychological Segmentation

Psychographics

Publicity

Pupilometrics

Q

Qualitative Research

Quality Control

Quantitative Research

Questionnaire

R

Range

Rate Card

Reach

Reference Group

Referral Premium

S

Selling Orientation

Slogan

Strategic Market Planning

Subliminal Perception

T

Tag line

Target Audience

Target Market

Target Market Identification

U

Unique Selling Proposition

V

Values and Lifestyles (VALS) Research

Vehicle

Vertical Publications

Vision

W

Word of Mouth Advertising

Wear Out

Word Painting