A

ACTIONABLE METRICS

Statistics that are linked to certain task or focus to improve a business goal

AD LOBS

Ad-like objects that are sample executions for pitching the big idea

AD MAT

An abbreviation for ‘Advertising Material’, this is usually a derivation of a tour poster

ADVANCEMENT (BRAND)

Fundraising for in the institution

AFFINITY (BANNER)

The natural connection between a target audience and a brand/product. Affinity banners are ads designed to appeal to a specific group based on shared interests.

AT THE TOP

Used to refer to at the beginning of x

B

B2B

Short for ‘business-to-business marketing’ which is marketing of products or services to other businesses and organizations.

B2C

Short for ‘business-to-consumer marketing’ which is marketing of products or services toward consumers.

BANDWIDTH

This is a euphemism regarding one's time vs their workload. If you can simply state you don’t have the time or resources, people may respect your frankness.

BDM

Business Decision Maker. Also known as “DMs”.

BIG IDEA

See Concept

BRAND ART

(1) A series of branded materials that can inspire actual work, where it’s place and how the brand can flex in it’s usage. ( Not completely necessary but can sell through harder ideas)

(2) Complimentary art based on the rationale of a concept. Can also set up Proofs Of Concept.

BRAND AWARENESS

The level to which a potential consumer can recall / identify a particular product or service. Increased brand awareness is one of the two customary important goals for a digital advertising campaign (the other being a conversion of some kind).

BRAND ACTIVATION

A brand approach or strategy towards their employees or customers, whether in real life or on social media. It may include the values or principles that the brand wants to communicate to its audience, as well as specific actions or initiatives that the brand plans to undertake to support its employees or customers. The goal of such concepts is often to build a positive brand image and to create a strong emotional connection with the target audience.

BRAND ESSENCE

This is the heart and soul of a brand. similar to the Unique Selling Proposition, this is a brand's fundamental nature or quality

BRAND PILLARS

The points that set a company apart from its competitors. These are often truths and immediate benefits that make customers feel good or are important to their lives. Brand Purpose- how a company intends to change or impact the world. Its role is to unite customers and culture alike in the pursuit of that intention.

BRAND SALIENCE

The degree to which your brand is thought about or noticed when a customer is in a buying situation. Strong brands have high brand salience and weak brands have little or none.

BRE

Business Reply Envelope (the envelopes where no postage is necessary as it’s been prepaid by the business sending the mail)

BOLD

It’s what all progress we make and every person in this business should strive to be

C

CALL TO ACTION (CTA)

A phrase within an ad, or a graphic element such as a button, which invites the audience to take a certain action. Such as ‘Swipe Up to Read More,’ ‘Download Your Free eBook Now,’ or ‘Click Here.’

CALL SHEET

A document sent out to the cast and crew of a production that outlines the location, production schedule, and all the details they need to know for the following shoot day. It can also outline the daily tasks of individual team members, status of tasks for that day, weather conditions, parking regulations, and all other pertinent details.

CAMPAIGN PURPOSE

A distillation of the main message and must contain fundamental truth about the brand that can be reinforced/apparent throughout multiple proof points. It is the most important idea to get across through the work that is not a tagline or public facing slogan. Case Statement- This can be a long or short statement that makes a case for the project overall. Outlining a campaign's strategic pillars and initiatives for the future in a way that answers the questions “why now?”, “why is this work necessary/relevant?”, “why is this worth the money?”

CHANNEL

A distribution method; In advertising, it’s an outlet used by advertisers to reach audiences, such as direct mail or radio. Digital advertising includes channels such as display advertising, social media advertising, and mobile in-app advertising.

CLICK-THROUGH RATE (CTR)

Expressed as a percentage of total impressions, this statistic shows how often people who are served an ad end up clicking on it. An ad’s CTR is calculated by dividing the number of clicks an ad received by the number of times it’s been served, then converting that into a percentage. For example, if an ad received 5 clicks and was shown 1000 times, the CTR is 0.5%. The higher the CTR on an ad, the better it’s performing.

CMS

Content Management System; a tool that allows users to manage the content on a website without needing to write code from scratch. This is meant to be a way for people without a working knowledge of writing code to be able to manage content updates on their site. Concept- also known as the Big Idea, a creative concept is the unifying theme of an ad campaign that captures audience interest, influences their emotional response and inspires them to take action.

CONTEXTUAL TARGETING

Another form of targeting Selecting audiences based on the type of content being displayed on a particular webpage. An example of contextual advertising is placing ads for hair care products on the Vogue website.

CONVERSION

When launching a campaign, advertisers select a specific action or set of actions they want audiences to take. Each time a member of the audience takes this action, it is counted as a conversion. Conversions include actions such as signing up for a newsletter or making a purchase on a website.

COPY

The words that are written into the ad, script, banners, or social media captions that will either be read by the potential consumers, actors or the director.

COPY TYPE

Of all the expected copy types there are headlines, outlines, bylines, body copy, slogans, social captions, and banner copy

CPA

Cost per action

CPC

Cost per click; this is an equation used to measure performance in a paid media campaign. CPC can be an indicator of cost efficiency and is the number of clicks on a particular unit or units divided by the total cost.

CPI

cost per impression; this is an equation used to measure performance in a paid media campaign. CPI can be an indicator of cost efficiency and is the number of impressions (see ‘impressions’) divided by the total cost

CREATIVE STRATEGY

A roadmap for the conveyed message, to whom, and with what tone. This provides the strategic pillars for the creative team to develop the ad. Within the context of that project, any ad that is then created should conform to that strategy.

CRF

Change Request Form - A form with all the suggestions for changes by the client.

CRM

Customer relationship management

CSR

Customer Service Relations

CX

Customer Experience

D

DECK

At most, a deck is a common framework for presenting that lays out a core narrative. So you should always tailor as needed for the room you’re going into based on what you think is the best way to win and hold a captive audience. In short, it’s just a powerpoint presentation or pdf slideshow.

DEEP DIVE

A thorough analysis. Also see; “unpack”

DEMAND GEN

AKA Demand Generation - The strategic marketing approach focused on creating awareness and generating interest in products or services to drive customer demand and business growth. It involves various tactics, such as content marketing, lead nurturing, and targeted campaigns, to attract and engage potential customers, ultimately leading to conversions and revenue generation.

DESIGNATED MARKETING AREA (DMA)

Self explanatory but this is rarely used. Keep up.

E

EARNED MEDIA

Traffic to owned channels and sites that a company didn’t have to pay to promote. Often a KPI descriptor for increased consumers, sales or media activity.

EOD

End Of Day - This is usually a deadline for 6pm in the timezone of the main team not midnight.

EOW

End Of Week

EOY

End Of Year. Not to be confused with or assumed that this means ‘December’. It’s wise to confirm what calendar is being referred to.

EXECUTION

A way in which the Big Idea is produced and gives a clear example of the

platform. Also see: Proof of Concept.

F

FPO

For Placeholder Only. Usually a visual cue via sample text placement or design element. Can

also be used on drafts or unfinished content.

G

GEOGRAPHIC TARGETING

Another form of targeting in which an audience for a campaign is selected based

on zip codes, designated marketing area (DMA), cities, states, and countries.

GIF

Pronounced JIF, just like the peanut butter, this is an animated meme and if

you don’t know what a meme is now is the perfect time to make friends with a

coworker.

GURU

Another way to say master or wiz. If you’re calling yourself this, don’t. It’s not

cool.

H

HLCO

High Level Content Outline

HOMEPAGE

The main page of a website where visitors land first, providing an overview and navigation to other sections. AKA “Landing Page” but this isn’t common knowledge for Social First natives.

HOTSHEET

A regularly updated document or report that provides the latest information, trends, or updates related to a specific industry, market, or advertising campaign. It serves as a quick reference guide , providing valuable insights and data to inform decision-making and optimize adv strategies.

I

INTERSTITIAL

Something in between or a connective segment. This is often an ad served in the middle of a user’s experience - like a pop up between pages or an ad in the middle of scrolling through a page/article

IMPRESSIONS

a media term that speaks to the literal number of eyeballs on a marketing material. This could be the number of people who view a website, the estimated number of people who view an OOH board, the number of times a digital ad was served and viewed, etc.

ITDM

"IT Decision Maker." It refers to individuals within an organization who have the authority and responsibility to make decisions related to information technology (IT) infrastructure, systems, software, and services. ITDMs play a crucial role in evaluating, selecting, implementing, and managing technology solutions that support the organization's goals and objectives.

K

KPI

Key Performance Indicator. Specific metric points being used to measure success relative to the platform or content of an ad. Also used as KPIS (Key Performance Indicators of Success)

L

LEAD GEN

The action or process of identifying and cultivating potential customers for a business's products or services. As known as generating leads.

LEADING

The space between lines or letters. Designers often notice when this is off.

LOB

Line of Business. All departments/markets of a business or its offerings can be a different line of business.

LOREM IPSUM

Dummy text used in wireframing and early design states to give viewers an idea of the copy design/style before copy has been written.

LIGHTBOX FORMAT

A type of format for an overlay ad.

LTV

Lifetime Value

LOOKBOOK

see “Viewbook” or “Portfolio”.

M

MANIFESTO

Unlike the vision, mission and value statements the manifesto is a grandiose appeal to pathos or descriptive story that exposes the emotional purpose and ‘the why’ people should care about the brand or concept

MCOW

Magical Collection of Words or Marquee Content

METRICS

Data collected and intended to track progress. Statistics used to determine success or failure. Any information that can be used to grow or meet business goals

MoM

Month over Month

MSA

Master Service Agreement: otherwise known as a Vendor MSA. Requires vendors who provide products and services to do so in a manner that not only assures 100% compliance to contracts and specifications but also assures customer satisfaction

MTD

Month to date

N

NET NEW

If something was added to fix, adjust, or meet a last minute condition it may be considered as net new.

NSFW

Not safe for work

O

OOH

Out of Home

OOO

Out of office

ORGANIC

Short for ‘organic content’ that’s made for a platform but does not require additional money or automated algorithms in the beginning to distribute digitally. ie; blogs, retweets, UGC

ORGANIC (ALT)

Short for “Organic Traffic”, referring to users that come to your site through search queries (i.e. not through paid campaigns or social posts)

OVERLAY AD

An ad that floats over web content, graphics, or videos. Ad-blocking software doesn’t work on it. These ads can begin as a standard, scalable ad unit but hovering over the ad may expand it, while the page behind it dims, increasing emphasis on the ad. Advertisers pay for the number of times the ad is expanded and track these engagements.

P

PILLAR

See ‘Brand Pillars’

PIP

Performance Improvement Plan. Umm….They’re about to fire you. Rarely ever is there a plan for your improvement unless you’ve got a knack for anxiety-induced excellence. You don’t. Define your improvement plan with your in-office mentor/manager when you get the job to ensure you’re set up for success from day one.

P&L

A profit and loss statement or an income statement. The statement can cover any period of time, although it's most commonly prepared at the end of a month, a quarter, or a year

PLATFORM

The written statement of a creative strategy. It provides a rationale or outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors to ensure all content is aligned.

PLAYBOOK

A Toolkit ( a collection of guidelines, assets and prescriptive callouts)

PM

Project manager, Program Manager

POCS

Proofs of Concepts, Point of Contact

POETIC

Depending on the context, this has nothing to do with poetry and can be describing copy as “flowery” or “imaginative” but can also be a snarky way to say “vague”.

PORTFOLIO

Proof of your work. This can be a website of mock campaigns, a landing page with a reel of your best work or even a social media page that puts your stuff on display.

PR

Public Relations

PROOF POINT

A proof point is an example that offers irrefutable evidence of the quality, importance or uniqueness of the story you’re trying to tell. They’re the facts and data — history, rankings, achievements, events — and other best case scenarios that inform our story and prove that our pillars are true.

PROOF OF CONCEPT

Small-scale demos or prototypes used to validate the feasibility or effectiveness of a concept or idea before implementing it on a larger scale. NOT an ADLOB.

PTO

Paid time off

Q

QA

Quality Assurance

QR CODE

Quick Response Code

R

RATIONALE

High level thought that people will relate to that gives an ad campaign a reason for being. Explains how we came to the idea and how be

ROI

Return On Investment. What one expects to get back for backing/paying for an ad. Usually, this is brought up when considering the range of campaigns goals vs spend. Not to be confused with KPI

S

SCOPE

The range in which you’re operating within to reach milestones, deliverables, and end products that the budget or team capabilities can allow. During the brief, this is usually referred to as “the scope” in which work can or will be made. i.e. “Why not use the drones, we’re scoped for that.”

SCRIPT

The write up and story of the ad. This may include camera clues, visual references and indicate overlay copy.

SCRIPTLET

When coding in Windows, this is a script embedded in the SPEC file. But If you’re not a coder, this term is just some referring to a tiny script.

SECRET SAUCE

Yes, people still say this. Your secret sauce is your competitive edge or crucial differentiator. Means the same as “key benefit” , “unique benefit” , and “unique advantage”.

SEM

Search Engine Marketing. The act of using paid strategies to increase search visibility.

SEO

Search Engine Optimization. To use keywords or phrases to leverage a search engine.

SELF-MAILER

A direct-mail piece in which no envelope or wrapper is required for mailing.

SERPS

Search Engine Results Pages (i.e. Google Search Results)

SHOT LIST

A list of themes or desired angles you want for a commercial, lookbook or photoshoot.

SIGNAL CAPTURE

The process of collecting and analyzing data signals, such as user behavior or market trends, to gain insights and inform advertising strategies. It involves capturing and interpreting relevant signals to make informed decisions and optimize advertising campaigns.

SMB

Small Business

SME

Subject Matter Expert

SOLUTION PLAY

Product-oriented reasons to believe. See ‘RTB’.

STD

Save The Date

STRATEGIC PILLAR

Outline the purpose, perception, position, and promotion of your campaign strategy. This holds the integrity of your brand and the elements that inform every aspect of the campaign idea you’re trying to sell.

SPEC WORK

Speculative sample. A sample ad or promotional product with the prospective brand or buyer's imprint on it, produced with the hope that the customer will purchase it. Although this “work” isn’t officially certified, it can showcase the skills of the creative with total freedom.

SOW (SCOPE OF WORK)

It’s the agreed outline, limitations or deliverable for a project. This can be in document form containing any milestones, reports, deliverables, and end products that are expected to be provided to the client. This can also be relayed verbally and often referred to as the scope. Ie “A pop-up? We aren’t scoped for that”

SWIPE

A swipe is a collection of public ads and sales letters, posters or documents. Most advertising copywriters and creative directors use a swipe as a reference of ideas for projects.

T

TARGET

Short for ‘Target Audience’ this is the main demographic with key characteristics of which the ad or product is directed towards. 2nd meaning: Victim

TARGETING/RETARGETING

The act of choosing components of the Target Audience to focus on. Also can occur when switching from one criteria for showing your ad to another. Not to be confused with “A/B Testing”

TASK (AS A VERB)

To give someone an assignment.

TEARS

Usually found after selling amazing work that almost broke your spirit to make. Art Directors will say it’s an engineering term for printed materials but c’mon.

TESTING

Any research used to determine an ad's effectiveness, based on consumer

responses

THOUGHT LEADER

See guru, ninja and rock star.

TOUR POSTER

Otherwise known as a Tour Admat Poster, this is a marquee image that has all of the key images, logos, listed tour dates and venue information.

TOUCH BASE

To reach out to someone, usually to confirm something previously discussed.

TRACTION

In general it’s when something begins to make significant progress or gather momentum. Ie “ The first round of ideas started to see some serious traction last night.”

TOP-OF-FUNNEL

Often used in marketing when creating strategies to bring a company new website traffic and leads. These web visitors are just becoming aware of the offering and are in an educational stage in their buying journey.