U

UGC

User Generated Content is any form of content that wasn’t produced by the brand, agency or 3rd party entity hired to sell the product, such as an influencer. Often this native advertising can potentially make a campaign idea, person, brand or product go viral.

UI

User interface

UNDERWRITE

An underwriting spot is an announcement made on public broadcasting outlets, especially in the United States, in exchange for funding. According to NPR guidelines, underwriting is defined as third-party pieces read aloud by the station personnel that are technical and informative, allowing listeners to form their own opinion about the product or service.

UNEARNED MEDIA

When a company pays for promotions to drive traffic to their owned channels and sites. Often followed by talks of ROI, KPI and ‘IDKY we’re paying for this’

UNPACK

A thorough analysis. Also see; “deep dive”

USP

Unique Selling Proposition

UTM

"Urchin Tracking Modules" are special web links that track every piece of creative, which some agencies use to report on all the creative work that gets produced.

UX

User Experience

V

VANITY METRICS

A number value placed on something to make you look good to others but doesn’t inform you in any way on how to optimize performance or improve future strategies.

VALUE STATEMENT

A values statement represents the core beliefs of the organization that inspire and guide its choices in the way it operates and deals with people. These values should be embedded in both the mission and the vision and part of all internal and external communications. Simplified this is also the Brand Pillar.

VIRAL

15 minutes of world wide web fame causing a free PR blitz and clout-building notoriety. Also, a vanity metric for earned media and what most inarticulate marketers strive for.

VIEW BOOK

The biggest and most extensive print piece. Much like a magazine that sells the brand messaging.

W

WHITE PAPER

A bland, if not, pretentious way to label or refer to an authoritative report.

WHITE SPACE

What Advertising Agencies would be without diversity. Also it’s the unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc.

WIP

Work In Progress

WIREFRAME / WIREFRAMING

A layout or visual outline with design and copy placeholder

WORD OF MOUTH

How things used to go viral before the internet. A friend telling someone they know.

X

X

letter that often seems to make things cooler but can just be the roman numeral for 10.

Y

YOY

Year over year. Why Oh Why don’t we just call this abbreviation “annually.”

YTD

Year to Date

Z

ZIP FILE

Your best friend when decks get too big to send.