Glossary of Marketing Terms and Definitions

Big business presentation with flip board
Klaus Vedfelt/ Iconica/ Getty Images

Marketing is a very diverse industry. At its core, marketing is any activity of a company associated with buying or selling a project or service. Marketing professionals can work for large or small companies as in-house marketing professionals or, work for one of the thousands of marketing companies nationwide. The goal is to get the attention of a target audience by using slogans, packaging design that promotes a brand image, celebrity endorsements, using social apps with enticing videos or photographs, and general media exposure.

Even the small task of writing a thank-you letter or playing golf with a prospective client falls in the marketing category.

A Marketing Dictionary Keeps you up to Date

A marketing dictionary is a must-have for all marketing professionals because there are numerous marketing definitions that you must understand to be successful. Additionally, many terms have variations and new terms are added daily and it's important to stay current. This marketing glossary serves as a marketing reference and provides in-depth definitions, explanations, references, and examples. As you go through the list, keep in mind that 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