Every industry has its own language and key players. This section covers the foundational knowledge you usually have to learn on the fly. From a directory of who owns which agency to simple explanations of how media buying actually works, this is the ground floor for your career.
Conquesting (Conquest Marketing)
An aggressive marketing strategy focused on targeting and acquiring customers who are actively engaging with or have previously purchased from a direct competitor.
Retention
The strategic discipline of keeping existing customers active, engaged, and profitable over the long term to maximize Lifetime Value (LTV).
Effectiveness
The measure of the extent to which a specific intervention or campaign achieves its intended business objective, regardless of cost.
Efficiency
The ratio of output to input, measuring how economically media budget is converted into specific deliverables like impressions, clicks, or conversions.
KPI (Key Performance Indicator)
The quantifiable measure used to evaluate the success of an organization, employee, or specific marketing campaign in meeting objectives.
Frequency
The average number of times a unique individual is exposed to a specific advertising message within a given time frame.
Incrementality
The gold standard of measurement that determines the true causal impact of marketing by filtering out organic behavior.
Conversion
The specific, trackable action taken by a user that fulfills a defined business objective.
Acquisition
The bottom-of-funnel objective focused on converting a qualified prospect into a paying customer.
Consideration
The mid-funnel stage where consumers actively evaluate a brand’s offering against competitors before making a purchase decision.
Awareness
The top-of-funnel objective focused on maximizing the visibility of a brand or message to a broad audience.
Target Audience
A distinct group of consumers identified as the intended recipients of a marketing message or campaign.
Marketing Funnel
A theoretical framework illustrating the reduction of audience volume as prospects move from initial awareness to final transaction.
Engagement
A metric quantifying user interaction with content beyond a passive impression.
View
A distinct metric counting a user engagement with video content that meets a specific duration or interaction threshold.
Reach
A measurement metric indicating the total number of unique individuals or households exposed to an advertising message at least once during a designated campaign period.
Impression
A fundamental metric quantifying the delivery of a single advertisement to a user's device, irrespective of interaction or engagement.
Media Plan
A comprehensive strategic document outlining the selection, timing, and financial allocation of advertising channels to achieve specific marketing objectives.