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.