Advertorial. See Infomercial.

Advantage. What the features of a product or service actually do. See FABs

B to B. Business to business marketing vs. business to consumer.

Bar code. A coding system using bars of varying thickness. Can be used on business reply cards, inventory, etc. to provide a machine readable identification number.

Benefit. The positive result a user will derive when using a particular product or service. See FABs.

Bleed. A graphic, photograph, or design element that runs off the edge of the paper.

Buying cycle. This is the time span from when a prospect becomes aware of a product or service to when he or she purchases it. Depending on the nature and the cost of the product or service the cycle could be days, weeks, or years.

Channels (or distribution channels). A channel is a particular means or method of communicating, selling, or distributing products to a specific part of a much larger market. For instance, a manufacturer of plastics may have dozens of applications. Computer manufacturers may have a great need for plastics as might food processors. Most likely there will be different distributors, different methods of communication, and a different type of selling that must go on with each channel. Often channels and "segments" have many of the same attributes.

Color keys. A pre-printing color proof of artwork done on acetate sheets to show the color placement.

Color separation. A process of separating full-color originals, often photos, into the primary printing colors in negative or positive form.

Cooperative (co-op) advertising. A method of sharing advertising costs by sharing in a particular ad or advertising medium. For instance, all the businesses in a shopping center may share costs in print, direct mail, or broadcast advertising to drive traffic to the center. Or, a large manufacturer may provide funds for a retailer to advertise its products are available at the retail location.

Cost of (per) customer. This is the amount of money spend on advertising, follow-up, and all other related materials and activities that it takes to get a new customer. This can be calculated by taking the total dollars spent on marketing over a specified period of time and dividing it by the number of new customers who have started doing business with a firm during the same period of time. (20 new customers in a month with a $10,000 marketing expenditure = $500 per customer). Note that the cost to obtain a new customer may be significantly higher than the profit made from one sale. Thus maintaining a long-term customer through good customer service may be the only way that new customer will remain profitable. See Lifetime Value & customer service.

Customer service. All the things necessary to keep customers happy to do business with you. This includes things like fast problem resolution, courteous sales staff, proactive customer contact, and anything else that will make the customer value their relationship with your company.

Demographics. The identification of common characteristics of a population, especially those of age, sex, income, education, race, and education, that allows you to determine to whom you should address your advertising message. See also Psychographics.

Design element. A graphic that is built into a format or layout to make the pages more attractive and to communicate your ideas more effectively to the reader.

ECRM. Electronic customer relation management. Using databases, email, web site communications and other forms of electronic means to facilitate and/or manage customer service.

End consumer or end user. This individual represents the ultimate user of a product or service. They may or may not be the purchaser, however. There could be several "middlemen" such as wholesalers, or distributors before getting to the purchaser and ultimately the end user.

E-mail. An electronic means of communication that is basically free to the user and thus becoming a popular method of advertising and ECRM.

E-business. Business generated electronically by a business that has several channels, or sometimes referring to businesses that use only electronic methods (ie. the web, email, etc.) to generate and operate it’s entire business.

E-commerce. Business transacted through a web site.

FABs -- Features, Advantages, Benefits. A feature is an attribute of a product or service. For instance, a feature of a lawn-mower might be a 5hp motor. An advantage is what the feature does…. The 5hp motor mows faster. A benefit, is what the feature does for the user … The 5hp motor gets the job done in half the time.

Feature articles. Feature articles (sometimes called features) are typically those stories about companies you read in your local newspaper, or a magazine or trade publication. They are often started at the hands of the subject of the story through a query to an editor, a submitted press release, or a submitted, fully written feature story.

Financial summary. Used in a marketing or business plan, this summary covers gross margins, sales and marketing expenses, investment in required materials or services or operating expenses, and the expected return on investment.

Freight forwarder. A warehouser and shipper that typically stocks large quantities of products that need to be distributed faster than the manufacturer can offer. Large companies with fast-moving products often have several regional freight-forwarders around the country to enable fast delivery to customers.

Gang. Reproducing two or more different brochures or printed materials in one print run. Generally done to save printing costs when several jobs may use the same type of paper.

Gross rating points (GRPs). GRPs indicate the number of individuals that your message will reach by using a particular media. They are based on a percentage of the total number of consumers the media reaches.

Hooking. The headline of an advertisement or direct mail piece that should hook or grab the reader’s attention with the main benefit he or she would receive from the service or product.

Horizontal marketing. A strategy that would approach a broad range of consumers who fit a loose demographic/psychographic profile. See Vertical Market, Segmentation, & Channels.

Infomercial or Advertorial. A paid advertisement on TV, in magazines, or newspaper that typically resembles for format of the media it appears in or on. They also typically are long format. A TV infomercial may run 30 minutes. A magazine advertorial may be several pages in length, and are generally noted at the top by the publisher as "paid advertising" or just "advertisement".

Lead generation. The activities of marketing that are designed specifically to generate inquiries for a sales force or walk-in traffic for a retailer.

Lead time. The time it takes to prepare for a particular activity such as the creation and placement of an ad, or the creation and mailing of a direct mail program.

Lifetime value. This is the total sales or profit value of a customer assuming they are well cared for and continue doing business with one’s company after the first purchase. The real "value" derived is typically in direct proportion with the quality of customer service and marketing that is done after the first purchase.

Line card. A line card is a brochure that lists all the products or services available from one company, from one division in a company, or that serve one segment of a market.

List services. Compilers or resellers of databased mailing or emailing lists.

Mail merge. Incorporating personalized information in a communication such as first name, company name, purchase information, etc.

Market segment. Any group of consumers who have the same reaction to a given marketing stimulus. To be economically feasible, a market segment must be reachable through some means of communication and it must be large enough to warrant the seller’s effort. See also Segmentation, Channels, Horizontal & Vertical

Market share. The percentage of business each competitor has in respect to the total available business for a particular product or service.

Market size estimates. Using data regarding the number of businesses or individuals that may by your product or service, how many times a year/month they’ll buy, and then extrapolating what that means in dollars and cents.

Marketing communications (MARCOM). All the methods available to "talk" to your market including public relations, advertising, trade shows, etc.

Marketing Information system (MkIS). An electronic method of calculating vital marketing statistics like a financial statement but dealing with marketing statistics like numbers of calls made by salespeople, number of sales in relation to calls, number of inquiries from advertising, etc. Often the MkIS system is facilitated through a contact management program.

Mark-up. Primarily used in retail, mark-up calculates a selling price for an item based on a particular percentage. For instance, a 50% mark-up on a $50 item means the item would sell for $75.

Marketing Plan. This plan outlines how to successfully penetrate, capture and maintain desired positions in identified markets. It also defines the goals, principles, and methods that determine a company’s future.

Media kit. Information provided by a publisher or broadcaster that outlines the audience of the medium, it’s reader/viewer-ship, its reach and it’s costs.

Media mix. The combination of various communication instruments and media that you will use to effectively reach your target market.

News release. Newsworthy information that you provide to a media organization so they can publish it if they see fit. It should be targeted to ONLY those media who may have an interest in the subject matter. See also Press Release & Public Relations

NTPA Directory. The National Trade and Professional Association Directory which is published by Columbia Books. It’s helpful in locating industry sources for the purpose of doing secondary market research, locating mailing lists or developing press or public relations mailing lists. Some of the same information is available now online and at the old-fashioned walk-in library.

Pantone Matching System (PMS). An ink-color matching system that has become the standard for the print industry.

Perfect binding. A book binding technique in which the pages are glued rather than sewn to the cover, such as in the case of a paperback book.

Perfing. A printing technique that partially cuts a portion of a printed page to make is easy to tear off.

Positioning. A strategy that examines your competition and how they’re perceived in the marketplace so you can differentiate your company and capture more business.

Press Release. A newsworthy tidbit or story about you or your company that others would find interesting such as people getting promoted, new products you’ve developed or released, new techniques you use for management, etc.

Price point. A given price for a product or service – usually one that has been test marketed against several other possible price points to evaluate the optimum selling price.

Primary research. Research on subjects that have never before been researched. It may take the form of a survey conducted by mail, phone, or in-person. See also Secondary Research

Profit margin. The percentage of the sales price of a product that the seller will derive as profit. Margin is calculated from the end selling price – not the seller’s purchase price like a mark-up would be calculated. For instance, if a company sold an item for $100 and purchased it for 55, they have a $45, and, in this case, a 45% profit margin.

Proofing. Checking art work and copy for grammatical errors, typographical errors, spacing, font size consistency, and overall layout.

Prospect. An individual or organization who has identified him/its –self to the seller as being interested in the products or services the seller has to offer.

Prospect service. All the follow-up, rapport-building, research and other services provided a prospect to entice him or her to purchase.

Psychographics. The lifestyle characteristics of a target market such as hobbies, preferences, social groups, sports, etc. These characteristics tell you what type of appeal may be most effective in reaching your prospects. See also Demographics

Public Relations. All activities that get you before your target public that help gain visibility and credibility in your market. It could be news stories about your company, feature articles that demonstrate your knowledge and expertise, time you donate to a local charity, etc. See also New Release & Press Release

Representative or rep firms. They are firms who specialize in selling to particular types of markets and may represent products from numerous manufacturers.

Sales call. Any contact with a prospect that is designed to facilitate a purchase by that prospect.

Suspect. An individual or organization that has the right demographic & psychographic characteristics, and who is located in the right geographic area, to be a probable purchaser of a specific product or service.

Sales cycle. The amount of time it takes from the time of inquiry to the time the sale is finally closed.

Sales environment. The physical surroundings that set the stage when you can make a sales presentation.

Secondary research. This is the location of existing information that has been gathered by other organizations, often through primary research studies they’ve done. See also Primary Research

Seeding. Seeding is the process of gradually expanding your marketing through comparatively small extensions of your marketing activities.

Segmentation. Finding the portions of the market that share the same buying criteria, advertising media, distribution networks, or other criteria that enables a marketer to cost-effectively reach and serve that portion of the market, or market segment. See Vertical & Horizontal market.

Soft factor. Usually an intangible factor that will add value to a product or service, such as excellent customer service and prompt shipping.

Spot. Typically used to describe an advertisement in a broadcast medium. Ie. The radio spots run 25 times a day.

SIC Code (Standard Industrial Code). A numeric code assigned by the US Department of Commerce that specifies the particular nature of a particular type of company. For instance, insurance companies have a specific SIC code (and sub codes based on the type of insurance they provide) as do machine shops.

Telemarketing. A sales call made by phone…. And usually right in the middle of your dinner J !

Test marketing. A small scale introduction of a new product or service intended to get market reaction and start building a feedback database about things like the product’s viability, pricing, usability, advertising, sales process, etc. That way corrections can be made to the product, advertising or the process before spending big money on a full-scale "rollout".

USP (Unique Selling Proposition). Generally a 5-7 word statement that takes the intent of your positioning strategy and puts it into words that will always appear on your advertising.

Vertical market. A vertical market is one that shares a common element, and often times a common buying criteria. In the consumer area, a product like a medical ID bracelet could approach a horizontal market like all consumers, or they could narrow that to a vertical market like only consumers with diabetes. In the B to B market an accounting software developer could market horizontally to all businesses, or vertically to print shops, clothing stores, tire stores, etc. See Market Segment, Segmentation, & Channels