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Glossary of Communication Terms


Advertising Campaign:

A group of related ads, commercials, and other marketing tools that work as part of a coordinated advertising plan.


An advertisement with the appearance of a news article or editorial in a print publication.

Banner Ad:

A graphic web advertisement; typically a large headline or title extending across the screen.


Who you are and what you represent as a product, service or company in the marketplace. Collectively, things like product names, colors, symbols, design etc. help establish a brand.

Brand Image:

The perception of your product or your brand by the consumer.

Creative Strategy:

An outline of what message should be conveyed, to whom, and with what tone. Essentially, what do you want to say to your customers that will prompt them to act desirably?


Descriptive classifications of consumers such as their age, sex, income, education, size of household, etc. These classifications help determine who you are trying to reach and the message that would make the most impact with that particular group.

Direct Mail:

A marketing communication delivered directly to the home or business of a prospective customer.

Direct Response:

A marketing promotion that requests consumers to directly respond by mail, telephone, e-mail, or some other form of communication.

Domain Name:

The unique name that identifies an Internet site.

E-mail Marketing:

The promotion of your company, product or service using e-mail to lists of prescreened potential customers.


An interactive technology that allows animation or movement to be added to a web site. Flash is also used to build online applications.


The number of times a individual or home is exposed to a marketing component within a given time period.

Guerilla Marketing:

Unconventional marketing methods intended to get maximum results from minimal resources.


An ad or other promotional material designed to be inserted in a magazine or newspaper. It may be bound into the publication or inserted without binding.


A reference or navigation element in a web page to another section of the same web page or to another website


A premium left with prospective customers to keep your company, product or service top-of-mind.

Outdoor Advertising (OOH):

Outdoor signage or display that promotes your company, product or service. (Ex. Billboards, bus depots, etc.)


A term used for broadcasting audio and video files over the Internet that includes two features: the content has an RSS feed which allows users to subscribe, and the content syncs with an audio device.

Point-of-Sale (POS) Displays:

Advertising display material located within a retail store, typically placed at the checkout counter.


An item, other than the product itself, which is offered free or at a nominal price as an incentive to purchase the advertised product or service.

Press Release:

A written announcement designed to draw the media’s attention to a specific event or product launch.

Product Benefits:

Specific results for the end-user of your product or service.

Product Features:

A distinctive characteristic of a product’s use or design. Product benefits are a result of the product’s features. (Ex. Less stress on your legs (benefit) thanks to the new cushioning technology (feature) in your running shoe.)

Public Relations (PR):

Non-marketing interactions with the general public and the way they influence their attitudes and opinions towards your product.

Product Positioning:

The consumer perception of your product or service as compared to the competition.


The estimated number of individuals in the audience of a specific broadcast or advertisement.

Search Engine:

A program that indexes documents and then attempts to match documents relevant to the users search requests.

Search Engine Optimization (SEO):

SEO refers to the art of designing a web site for better listings in search engines. This includes ensuring you have the appropriate keywords in the body text of the site. Search engines also reward sites with fresh content.

Search Engine Marketing (SEM):

SEM is comprised of SEO and search engine advertising. Search engine advertising typically uses text-based ads that lead potential customers to a product based on the keywords used in a search.

Tag Line:

A slogan or phrase that conveys the essence of what you want your audience to know, think or feel about your product. (I’m lovin’ it)

Target Audience:

The specified audience or demographic group you are trying to reach with an advertising message.


A consistent style applied to letters to convey a certain tone or feel.

URL (Uniform Resource Locator):

A URL constitutes the entire address of a particular web page. For example, the URL for this page is http://www.favorconsult/support. The URL contains the domain name (favorconsult.com) but also includes the protocol and additional path information (folder/file).

Unique Selling Proposition (USP):

The single unique characteristic that distinguishes your product or service from your competition.

Viral Marketing:

A marketing tactic that facilitates and encourages people to pass along and act on a marketing message, generally over the Internet.

Web Browser:

A software application used to browse the World Wide Web.

Web Design:

The selection and coordination of available components to create the layout and structure of a Web page.

www (world wide web):

A part of the Internet accessed through a graphical user interface (web browser) containing documents often connected by hyperlink.