Mediarun Glossary
Marketing
Strategy, campaigns, brand communication
92 terms in this section
A/B TestA method for comparing two versions of an element, such as a headline, creative, CTA, or email subject line, on comparable groups of recipients. The goal is to determine which version performs better against a predefinedARPUThe average revenue generated per user or customer over a given period.ARRAnnual recurring revenue — typically MRR × 12. Standard in discussions about company valuation.ATLAdvertising activities conducted through mass media, traditionally including television, radio, print, cinema, and outdoor. These are typically used for broad reach and building brand awareness.AdSpendTotal value of media purchases over a given period, broken down by channels: television, internet, outdoor, radio, print, cinema.AttributionA rule that distributes credit for a conversion among touchpoints: last click, first click, linear, time decay, or data-driven model.B2BA business model in which a company sells products or services to other organizations. The decision-making process typically involves multiple people, longer sales cycles, and expert-level content and proposals.B2CA business model in which a company sells directly to individual customers. Communication often focuses on benefits, emotions, convenience, price, and a quick purchasing process.BIMIA standard that allows a brand's logo to be displayed next to an email in the recipient's inbox. Requires prior implementation of DMARC in enforcing mode.BTLMarketing activities more precisely targeted at the customer, such as promotions, events, sampling, point-of-sale materials, email campaigns, activations, and loyalty programs. The boundaries between ATL and BTL are incrBrand BookA document outlining the brand's identity and communication guidelines: positioning, personality, tone of voice, logo, color palette, typography, imagery, usage restrictions, and examples of proper application.Brand SafetyRules and actions protecting a brand from advertising or collaborating in inappropriate, harmful, or controversial contexts. Includes control over channels, content, creators, and the surrounding environment of publicatiBriefA document that outlines the task for an agency, creative team, or production. It defines the objective, target audience, problem, insight, message, tone, channels, scope, timeline, budget, requirements, and success critCESA measure of the effort a customer had to exert to resolve an issue — 'how easy was it?' on a scale of 1–7.CIA set of visual and verbal guidelines for expressing a brand or organization. Includes logo, colors, typography, language, templates, usage rules, and consistency of materials.CMYKA subtractive color model primarily used in printing. Colors are created by layering cyan, magenta, yellow, and black inks onto paper or another substrate; the color range differs from the screen-based RGB model.CTAA component of a message that encourages the recipient to perform a specific action, such as making a purchase, signing up, contacting, downloading, or viewing content. It should be clear, visible, and appropriate to theCall SheetAn organizational document distributed before a shooting day. It includes call times, shot schedule, locations, contacts, cast, crew, logistical information, safety protocols, and work schedule.Cart Abandonment RatePercentage of shopping carts that do not result in a completed order. In e-commerce, typically 65–80%.ClippingA collected mention of a brand, person, product, or topic in the media: an article, post, TV segment, radio broadcast, or online publication. Used for PR monitoring and assessing media presence.CohortA group of customers identified by a common starting point (e.g., month of first purchase, acquisition source) and tracked over time.Consumer SentimentA survey measuring how people assess their financial situation and whether they plan to make larger purchases. A negative value indicates a predominance of pessimistic assessments.CopyText created for marketing, advertising, or sales communication purposes. Can include slogans, headlines, scripts, product descriptions, posts, emails, landing pages, and calls to action.CopyrightA set of rights protecting the creator of a work, such as text, image, music, film, graphic, or software. In production, exploitation rights, duration, territory, and license scope must be specified separately.DOOHA digital version of OOH that uses LED screens, digital citylights, screens in malls, airports, or public transport. Enables dynamic creatives, scheduling, and sometimes contextual targeting.DPIA measure of dot density, most commonly used in the context of printing and scanning. In practice, when preparing printed materials, it specifies the required image detail for the final physical size.Drip CampaignA pre-planned sequence of messages sent at regular intervals following a triggering event (such as sign-up, download, or purchase).EmailA digital communication channel using messages sent to email addresses. In marketing, it includes newsletters, automation, segmentation, personalization, subject line testing, and delivery and conversion analysis.Engagement RateA metric describing the relationship between audience interactions—such as reactions, comments, saves, or shares—and reach, impressions, or follower count. The definition should be applied consistently in reports.Exchange rateHow many Polish zlotys one euro, dollar, or pound costs. The National Bank of Poland (NBP) publishes the average rate every business day around 12:00.Final ReviewA stage where the client, agency, and production team jointly review, evaluate, and approve the finished or nearly finished material. It establishes a list of revisions, final approval, and compliance with the brief and FrequencyThe average number of times an individual is exposed to an ad or message within a specific campaign. Helps assess whether the message was delivered too infrequently, optimally, or excessively.GDPThe value of all goods and services produced within a country during a given period. Reported in real terms (adjusted for inflation) and nominal terms.IncrementalitySales that would not have occurred without the campaign. Measured through an experiment with a control group, not via ad platform reporting.InflationThe rate at which the cost of a basket of goods and services increases. CPI measures consumer prices; core inflation excludes food and energy — the most volatile components.InfluencerA digital creator with the ability to influence the opinions, decisions, or behaviors of their audience. In campaigns, factors beyond follower count are evaluated, including audience alignment, credibility, engagement, aKPIA measurable metric used to evaluate progress toward a defined business or campaign goal. It should have a clear definition, measurement period, target value, and assigned responsible person.KVThe main graphic concept of a campaign that defines its visual identity: theme, composition, color palette, photography, typography, and core message. Serves as the foundation for adaptations across channels.LTVThe total margin a customer generates over the entire duration of their relationship. Simply put: average order value × purchase frequency × relationship length × margin.Lead ScoringAssigning points to leads based on attributes (job title, company size, industry) and behaviors (email opens, visiting pricing page, downloads).LicensePermission to use a work, trademark, music, software, or image under specified conditions. It may restrict time, territory, media, number of uses, modifications, and the right to sublicense.MMMA statistical model estimating the impact of individual channels on sales based on historical data — without tracking individual users.MQLA lead that meets predefined criteria for interest and profile — marketing considers it ready to be handed over to sales.MRRRecurring monthly revenue from subscriptions — excluding one-time payments. Breaks down into new, expansion, churn, and lost.MarketingA set of activities aimed at understanding customer needs, building offer value, communication, acquiring customers, and measuring results. Includes strategy, research, branding, media, campaigns, sales, and analytics.MasterThe final, approved source version of a media asset from which copies, adaptations, and broadcast formats are derived. It should be archived with metadata, version information, and rights details.MediaChannels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of Media BuyingThe process of negotiating, purchasing, reserving, and optimizing advertising space or airtime across media channels. Includes rates, terms, scheduling, reporting, and settlements.Media KitA collection of materials for media, partners, or creators, typically including brand description, images, logo, bios, facts, video content, and media contact information.Media PlanA document specifying where, when, to whom, in what formats, and at what budget a campaign will be run. It includes channels, schedule, metrics, targeting, costs, and measurement assumptions.NDAAn agreement binding the parties to protect specified confidential information and restricting its disclosure or use beyond the agreed purpose. Often precedes the sharing of briefs, data, or unsolicited creative work.NurturingA sequence of valuable content sent to someone who is not yet ready to buy — maintaining contact until the decision is made.OOHAdvertising reaching audiences outside the home, such as billboards, citylights, public transport media, airport advertising, and large-format screens. Requires careful planning of location and exposure.POSLocation or promotional materials at the point of purchase, such as displays, stands, wobblers, shelf talkers, posters, and in-store screens. The goal is to influence the purchase decision at the moment of buying.PPIA measure of pixel density in an image or screen. Often confused with DPI; PPI is appropriate for raster files, while DPI refers to the dots per inch of a printing device.PPMA key meeting finalizing preparations for an advertising production before shooting or recording. Client, agency, producer, and director align on elements such as script, casting, locations, styling, schedule, budget, prPRActivities that build an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, aPXThe smallest addressable unit of a digital image or CSS. In raster graphics, an image is composed of a grid of pixels, while in interfaces, px describes element dimensions independently of the screen's physical size.PackshotA photograph or image of a product clearly showcasing it, often against a neutral background, with visible branding, packaging, and variant. In advertising, it is often the final frame of a commercial, accompanied by a sPayback PeriodThe number of months after which a customer’s margin covers the cost of acquiring them.PersonaA simplified, data-driven profile of a representative customer or user. Includes goals, needs, barriers, behaviors, language, purchase context, and preferred communication channels.Post-productionThe stage following shooting or recording, including editing, color correction, sound, music, voice-over, effects, graphics, animation, subtitles, and exporting broadcast-ready materials.Pre-PPMAn internal meeting between the agency and production team prior to the official PPM with the client. It serves to align materials, discuss risks, prepare recommendations, and refine details before the final presentationPressA communication channel encompassing newspapers, magazines, weeklies, editorial portals, and their digital editions. In advertising and PR, press is used to publish articles, ads, interviews, information, and to build crPress ReleaseAn official informational document intended for the media, presenting a company's news, quotes, facts, contact details, and supplementary materials. It helps editorial teams prepare accurate publications efficiently.ProductionThe process of preparing and creating creative content, such as a video ad, photo shoot, podcast, graphic, website, or event. Includes pre-production, execution, post-production, quality control, approvals, and delivery RFMCustomer base segmentation based on three dimensions: how recently a customer made a purchase, how frequently they purchase, and how much they spend.RFPA request sent to potential vendors for a comprehensive solution proposal, not just pricing. It may require strategy, creative approach, team composition, timeline, references, and budget.RFQA formal request sent to suppliers asking for a quote on a clearly defined scope. Includes specifications, quantities, deadlines, quality requirements, and commercial terms.RGBAn additive color model used by screens. Colors are created by mixing red, green, and blue light; full intensity of all three components produces white. It is the standard for digital graphics.ROIA metric comparing the financial outcome of an investment to its cost. Helps assess whether a campaign, tool, production, or marketing channel generated value commensurate with the investment.ROMIReturn on marketing investment: (margin from activities − cost of activities) ÷ cost of activities.RTBEvidence or credible justification for a brand’s promise, such as a study, certificate, ingredient, test result, expert opinion, or outcome. RTB strengthens the marketing message and reduces empty declarative claims.RadioAn audio medium that transmits programs, music, ads, and information via terrestrial, online, or podcast stations. Radio advertising uses audio spots, program sponsorships, and local or national messaging.ReachThe number or percentage of unique individuals who saw a message within a given time period. Reach differs from impressions because one person can generate multiple ad exposures.Reference rateThe cost of money set by the Monetary Policy Council. It determines the interest rates on loans and deposits across the entire economy.Retail salesMonthly change in store turnover, in both constant prices (excluding inflation) and current prices. Presented broken down by product categories.SLAAn agreement describing measurable service performance levels, such as availability, response time, maintenance windows, support, and incident management procedures.SOWA document defining the specific scope of assigned work, deliverables, schedule, responsibilities, assumptions, exclusions, acceptance criteria, and often the budget. It reduces misunderstandings in client-vendor relatioSQL (lead)A lead that sales has reviewed and deemed a real opportunity — with need, budget, and decision-maker.Shot ListAn operational list of all shots required to complete a video production or shoot. Includes, among other things, shot number, description, frame, location, cast, props, equipment, and priority.Social MediaPlatforms that enable users to create, publish, comment on, and share content, as well as build communities. For a brand, they serve as an organic, advertising, customer service, and analytical channel.Spam SEOPublishing content with links to attacker-controlled sites—typically casinos, betting sites, and pharmacies—on a compromised website. The goal is to transfer the domain's authority to those sites.StoryboardA sequence of frames, sketches, or panels illustrating the flow of a film, commercial, or animation. It outlines shots, action, dialogue, text, transitions, sound, and timing, helping to align the vision before productioTOMThe percentage of respondents who name a brand first when asked about a category without any prompts.TTLThe number of seconds that intermediate servers can cache a DNS response before querying again.TVAn audiovisual medium distributing programs, ads, and video content via linear channels, streaming, or hybrid TV. TV campaigns require planning for reach, frequency, ad format, scheduling, and audience measurement.Target GroupA defined group of recipients to whom communication or an offer is directed. It is defined by demographic characteristics, needs, behaviors, context, interests, purchase stage, and business potential.UGCMaterials created by consumers, customers, or the community, such as photos, videos, reviews, testimonials, and posts. Requires moderation guidelines and appropriate consents and usage rights.UGC CreatorA creator who produces content that looks natural for a brand, often intended for owned channels or performance advertising. They do not necessarily need to publish it on their own profile or have large reach.USPThe most important, differentiating benefit of an offer that sets it apart from competitors and matters to the customer. USP helps shape communication, sales messaging, and the creative direction of campaigns.Unemployment rateThe percentage of people without jobs who are actively seeking employment. GUS reports registered unemployment, while Eurostat measures it through surveys (BAEL), and these two figures typically differ.