Careers Business Ownership Glossary of Marketing Terms and Definitions Share PINTEREST Email Print Klaus Vedfelt/ Iconica/ Getty Images Business Ownership Operations & Success Marketing Sustainable Businesses Supply Chain Management Operations & Technology Market Research Business Law & Taxes Business Insurance Business Finance Accounting Industries Becoming an Owner By Laura Lake Laura Lake Laura Lake is a marketing professional with experience working for agencies and as an independent consultant. Learn about our Editorial Process Updated on 01/24/19 Marketing is a very diverse industry involving any activity associated with buying or selling a product 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, 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 under the category of marketing. A Marketing Dictionary Keeps You Up to Date A marketing dictionary can be a helpful resource for marketing professionals because there are numerous terms used in the industry. Many terms have variations, and new terms are added daily, so it's important to stay current. Marketing terms should be approached with the following questions in mind: What is the term?What does it mean?Why does it matter to marketing professionals?Are there similar terms marketers also should know?Are there relevant examples that help in understanding the 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 B Banner Ad Brand Brand Identity Brand Image Brand Manager Business-to-Business Advertising C Card Rate Circulation Classified Advertising Comparative Advertising Competition-Oriented Pricing Cooperative Advertising Copyright Corrective Advertising Cost Per Inquiry Cost Per Rating Point (CPP) Cost Per Thousand (CPM) Counter Advertising Creative Strategy Creatives D Deceptive Advertising Demographics Direct Marketing Direct Response E Earned Rate Equal Time Exposure Eye Tracking F FCC (Federal Communications Commission) Fixed-Sum-Per-Unit Method Flighting Focus Group Interview Four Ps 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 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 Share Marketing Firm Marketing Mix Materiality Media Strategy Motivation Research N NAD Narrowcasting National Brand Net Unduplicated Audience Nominal Scale Nonprofit Marketing O Objectives Observation P Parity Products Patronage Motives Payment Threshold Penetrated Market Per Inquiry Perceived Risk Percent-of-Sales Method Potential Market Product Differentiation Product Life Cycle Product Positioning Promotion Promotional Mix Psychological Segmentation Psychographics Publicity Pupillometrics Q Quality Control Quantitative Research R Range Rate Card Reach Reference Group Referral Premium S Selling Orientation Slogan Strategic Market Planning T Tag line Target Audience Target Market Target Market Identification U Unique Selling Proposition V Values and Lifestyles (VALS) Research Vehicle Vision Statement W Word-of-Mouth-Advertising Wear Out Word Painting