CBBB
Council of Better Business Bureaus. A national organization of local business bureaus.
Camera-ready art
Artwork that is in sufficiently finished form to be photographed for printing.
Caption
- An advertisement’s headline;
- The text accompanying an illustration or photograph.
Car card
A poster placed in buses, subways, etc. Also called a Bus card.
Card rate
Media rates published by a broadcast station or print publication on a “rate card.” This is typically the highest rate charged by a vehicle.
Category development index (CDI)
A comparison of the percent of sales of a product category in a market, to the percent of population in that market.
Cease-and-desist order
An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement, campaign, or claim.
Chain break
A pause for station identification, and commercials, during a network telecast.
Channels of distribution
The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc.
Chrome
A color photographic transparency.
Classified advertising
Print advertising that is limited to certain classes of goods and services, and usually limited in size and content.
Claymation
An animation method that uses clay figurines.
Clearance
The process by which a vehicle reviews an advertisement for legal, ethical, and taste standards, before accepting the ad for publication.
Client
The ad agency’s term for the advertisers it represents.
An organization that employs an advertising agency to create advertisements.
Closing date
The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.
Coated stock
Paper with a slick and smooth finish.
Coincidental survey
A survey of viewers or listeners of broadcast programming, conducted during the program.
Cold type
Refers to most modern typesetting methods, such as phototypesetting, because they do not involve pouring hot molten metal into molds for different type fonts.
Collateral materials
Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered “collateral” to the sales message delivered by the sales person.
Collectibles
A type of premium that consumers may desire to have as a part of a greater collection of similar goods.
Color proof
An early full-color print of a finished advertisement, used to evaluate the ad’s final appearance.
Color separation
A full-color ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors.
Column inch
A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.
Combination rate
A special media pricing arrangement that involves purchasing space or time on more than one vehicle, in a package deal. This is frequently offered where different vehicles share a common owner.
Commercial advertising
Advertising that involves commercial interests rather than advocating a social or political cause.
Communication process
A description or explanation of the chain-of-events involved in communicating information from one party to another.
Comparative advertising
An advertising appeal that consists of explicitly comparing one product brand to a competitive brand.
Competition-oriented pricing
A pricing strategy that is based upon what the competition does.
Competitive parity
A method of determining an advertising budget, designed to maintain the current “share of voice.”
Comprehensive layout
A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look.
Consent order
Also called a consent decree, this is a Federal Trade Commission order, by which an advertiser agrees to make changes in an advertisement or campaign, without the need for a legal hearing.
Consumer advertising
Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer.
Consumer behavior
Study of how people behave when obtaining, using, and disposing of products (and services).
Consumer jury test
A method of testing advertisements that involves asking consumers to compare, rank, and otherwise evaluate the ads.
Consumer stimulants
Promotional efforts designed to stimulate short-term purchasing behavior. Coupons, premiums, and samples are examples of consumer stimulants.
Consumerism
- Advocating the rights of consumers, as against the efforts of advertisers,
- The emphasis of advertising and marketing efforts toward creating consumers.
These two definitions are almost opposite in meaning, but the former is commonly used today, while the latter was common prior to the 1970s.
Container premium
Special product packaging, where the package itself acts as a premium of value to the consumer.
Continuous advertising
Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or service, so that consumers are constantly reminded of the brand.
Continuous tone art
Where a photograph or other art depicts smooth gradations from one level of gray to another.
Controlled (qualified) circulation
Publications, generally business-oriented, that are delivered only to readers who have some special qualifications. Generally, publications are free to the qualified recipients.
Cooperative (Co-Op) program
A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product.
Cooperative advertising
Same as Cooperative program, above.
Copy
All spoken words or written text in an advertisement.
The advertising displayed on an outdoor unit. The quality of the ad’s creative design can impact the number of people who notice it.
Copy platform
See Creative Strategy, below.
Copy testing
Research to determine an ad’s effectiveness, based on consumer responses to the ad.
Corporate advertising campaign
A campaign that promotes a corporation, rather than a product or service sold by that corporation.
Corrective advertising
Advertisements or messages within advertisements, that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers’ mistaken impressions created by prior advertising.
Cost efficiency
For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price.
The value of an advertising schedule in relation to its cost. Usually expressed as the cost of reaching one thousand people in the target market, and allows the cost efficiency of a range of titles or programs to be compared.
Cost per inquiry
The cost of getting one person to inquire about your product or service. This is a standard used in direct response advertising.
Cost per rating point (CPP)
The cost, per 1 percent of a specified audience, of buying advertising space in a given media vehicle.
Cost per thousand (CPM)
The cost, per 1000 people reached, of buying advertising space in a given media vehicle.
Counter advertising
Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that might be made by another party’s advertising.
Coverage
A measure of a media vehicle’s reach, within a specific geographic area.
The percentage of families or individuals in a market who are reached by outdoor advertising.
Creative strategy
An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a “copy platform.”
Creatives
The art directors and copywriters in an ad agency.
Crop
To eliminate or cut off specific portions of a photograph or illustration.
Crop marks
Marks to indicate which portions a photograph or illustration are to be used, and which are to be eliminated.
Cumes (Or Cumulative)
An abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes in a broadcast program’s audience within a specified time period. This term is used by A.C. Nielsen. It also is used by many advertising practitioners to refer to the unduplicated audience of a print vehicle, or an entire media schedule.
Cumulative audience
See Cumes, above.
Cut
An antiquated term that refers to a photograph or illustration.
Cutting
A film editing technique that creates a quick transition from one scene to another.
C.B.D.
Abbreviation for “cash before delivery.” The payment of cash for a purchase before the purchase is actually delivered.
C.I.F.
Abbreviation for “cost, insurance, and freight.” These three letters signify that the items for which they stand have been included in the price quoted.19
C.O.D.
Abbreviation for “cash on delivery.” The payment of cash for a purchase at the time of its delivery.
Cable Television
A system for delivering television programming which relies upon a cable to connect the television set to a central antenna rather than upon the transmission of signals through the air directly to a residence. Because cable television does not use the air waves as does the traditional transmission system, it is less subject to federal regulation. The basis for federal regulation traditionally rested upon public ownership of the air waves.
Cannibalization
Takes place when a new product gains a portion of its sales at the expense of an existing product sold by the same company.
Captive Distributor
A distributor owned by a manufacturer. The captive distributor provides a channel of distribution for products the parent company sells and may also carry related items made by other manufacturers.
Car Card
A poster type of advertisement designed for mounting inside public transportation vehicles, usually 11 inches high by 28 inches wide.2
Carriage Trade
The wealthy class of patrons.14
Cash Cow
One of four categories of business lines or products in a portfolio theory of product management. (The other three are stars, “problem children,” and dogs.) A cash cow is a product judged to be in the mature or decline stage of its life cycle, requiring little investment and produced at a low cost, to be “milked” for high profits in order to fund fast growing stars or to invest in stars and more questionable “problem children.”9a
Catalogue Retailers
These merchants sell a variety of high margin, branded goods, at low prices and they rely on catalogues both in their stores and mailed to customers to inform the consumer of their product offering. The orders which customers place are filled from a backroom warehouse which is designed as a low cost facility. The lower prices of catalogue retailers are made possible by lower rents for the out of the way locations which they use, by providing minimal service, and by featuring products which are not fashion intensive.
Caveat Emptor
A Latin phrase meaning “Let the buyer beware.” The phrase describes a philosophy that it is and/or should be the responsibility of the purchaser to assure himself or herself of the value of a seller’s wares rather than relying on the seller’s word.14
Chain Discount
A series of discounts taken on a base lessened successively by the amount of the preceding discount. For example, $100 discounted by 40 plus 10 plus 2 equals $52.92, and the total amount of the discount is 47.08 percent ($100/140% =$60; $60/110% = $54; $54/12% =
$52.92; $100/1$52.92 = 47.08).19
Chain Store
A group of retail stores of essentially the same type, centrally owned and with some degree of centralized control of operation.7
Channel Captain or Commander
An organization in a channel of distribution that assumes leadership for firms from which it buys and/or to which it sells by absorbing risk on their behalf and generally engaging in actions designed to benefit its suppliers and customers as well as itself.11 An example of a channel commander’s role would be J.C. Penney’s relationship with some of its apparel suppliers. Penney’s volume and importance relative to these suppliers are such that it can establish the specifications of their product, conduct inspection programs at the factory, and determine the margin structure.
Channel of Distribution
The structure of intercompany organization units and extra company
agents and dealers, wholesale and retail, through which a product or service is marketed.7
Circular
Printed advertising matter, usually from one to twenty four pages, widely used in sales promotion.2
Clayton Act
A federal statute passed in 1914 which strengthened antitrust legislation by restricting such practices as price discrimination, exclusive dealing, tying contracts, and interlocking directorates.5
Closed Circuit
A telecast fed to receivers by cable rather than broadcast by air. Reception is controlled, limited, and not available to the public at large.
Clutter
The incidence of numerous, short commercials, particularly on television, increasing the potential level of confusion on the part of the intended recipients of advertising.11
Commodity
A product category or a product that is not distinguished in the minds of potential customers from similar products produced by competitors.11
Commodity Exchange
An organization usually owned by the member traders, which provides facilities for bringing together buyers and sellers of specified commodities, or their agents, for promoting trades in these commodities.7
Comparative Advertising
Advertising that makes specific brand comparison using actual product names.18
Concentration Ratio
The percentage of total output of an industry manufactured by a certain number of firms. Thus, if the four firm concentration ratio in industry X is 40 percent, four firms produce 40 percent of the output in that industry.
Consignment Sales
Sales not completed until products placed with a retailer by a supplier are sold to the consumer. Payment for goods placed on consignment is not due until such goods are resold.11
Consumer Behavior
The acts of individuals directly involved in obtaining and using economic goods and services, including the decision processes that precede and determine these acts.3
Consumers’ Cooperative
A retail business owned and operated by ultimate consumers to purchase and distribute goods and services primarily to the membership.7
Consumer Credit
Funds borrowed or financial obligations incurred for periods of time of generally three years or less.6
Consumer Goods Goods destined for use by ultimate consumers or households and in such form that they can be used without commercial processing.7
Consumer Panel See Diary Panel.
Consumer Promotions
Techniques designed to attract the ultimate consumer or end user to a specific product.21
Consumerism
A social movement seeking to increase the rights and powers of consumers and responsibilities of sellers.
Contests and Sweepstakes
These are important consumer promotion devices. They differ in that in a contest participants compete for prizes on the basis of their skill in fulfilling a certain requirement, usually analytical or creative. In sweepstakes, participants merely submit their names to have them included in a drawing of prizewinners.21
Contracting Out
The decision by a firm to have goods or components of a good which it assembles and/or sells manufactured by another company.
Contribution
The monetary (or percentage) difference between revenues realized and the variable costs incurred in the production and distribution of one or more units of a product.11
Convenience Goods
Consumer goods which are usually purchased frequently, immediately, and with a minimum of comparison. The articles are usually of small unit value and are bought in small quantities at any one time. Examples include tobacco products, chewing gum, and newspapers.7
Convenience Store
Smaller grocery stores with limited numbers of items usually at relatively high prices, which are open long hours. These stores specialize in fill in type items such as bread, milk, and soft drinks and usually do not carry fresh meat or fresh produce.14
Cooperative
An establishment owned by an association of customers of the establishment. In general, the distinguishing features of a cooperative are patronage dividends based on the volume of expenditures by the members and a limitation of one vote per member regardless of the amount of stock owned.14
Co-Operative Advertising
Local or regional advertising, the cost of which is shared by a national advertiser (manufacturer) and a retailer and/or wholesaler.2
Copy
In the advertising world, copy usually refers to the text, written or spoken, accompanying an advertisement.
Copy Testing
Preliminary trials of different copy advertising appeals or selling ideas to determine their effectiveness.2
Cost of Goods Sold The total amount of all costs related to the acquisition and preparation of goods for sale.25
Cost per Thousand (often abbreviated “CPM”)
The cost of advertising for each 1,000 homes reached in TV or radio or for each 1,000 circulation of a publication.
Coupon
A certificate which, when presented for redemption at a retail store, entitles the bearer to a stated savings on the purchase of a specific product.21
Credit
A loan extended, often for the purpose of facilitating the acquisition of goods and services in advance of the payment for them.
Cumulative Audience (or “Cume”)
The net unduplicated audience delivered by a specific program in a particular time slot over a measured period of time, usually one to four weeks.2
CC (Column Centimeter)
This is a unit of measurement in a publication by which an advertising space is sold, measuring 1 cm deep by 1 column wide (normally 4.5cms). Generally, there are 8 columns of 4.5cms each on any page of a newspaper. The formula used is: Column Centimeter = Number of Columns * Height in Centimeters
Composition
The percentage of a publication’s readers who fall into a given target group: for example, 66% of “The Times” readers are in top senior management. It is also called Profile.
Cumulative Readership
The net reach achieved by a number of insertions of an advertisement in a single title or schedule. This is the number of people who have at least one opportunity to see (OTS) an advertisement. It is important because additional insertions in some titles will improve coverage more than additional insertions in others.
Campaign
Series of related advertising communications, scheduled for a given period of time and related by verbal and/ or visual themes and common objectives.
CDI (Category Development Index)
The percentage of total sales of a product related to the population percentage in a market.
% of category’s total sales in a given market CDI =
—————————————————–
% of total population in a given market
CDGR or Compounded Daily Growth Rate
CDGR is calculated using census details from two consecutive releases. In IRS, we have used Census 1991 and 2001 to calculate the CDGR for various projections using the formula detailed below:
Y = X (1+ R/100) n
Where, Y = the population corresponding to Census 2001 X = the population corresponding to Census 1991
n = the number of days/ years in between census 1991 and census 2001 and R = is the CDGR.
Commercial
An audio or video advertising announcement, usually presented on television, radio or in a movie theater.
Copywriter
A person responsible for writing advertising copy and generating creative concepts, often in collaboration with an art director or creative director.
Cluster Analysis
Cluster Analysis is the name given to a diverse collection of techniques that can be used to classify objects (e.g. individuals, quadrates, species etc).
The classification has the effect of reducing the dimensionality of a data table by reducing the number of cases. The objects in the cluster do not necessarily have all the characteristics that define the cluster, but they do have more in common within that group than any of the other clusters.
Clutter
An excessive number of commercials or other non-program elements, which appear right one after the other.
Situation where more than one advertisement is present in a single panel or more than one panels are present in close proximity./1When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer’s or listener’s attention.
Confidence Level
The probability that the statisticians associate with an interval estimate of a population parameter indicating how confident they are that the interval estimate will include the population parameter.
E.g. in IRS 90% confidence limits of + / – 15% RE indicate a 90% probability that the true figure falls within 1.5% above or below the value stated.
Continuity
A method of scheduling advertising so that audiences have an opportunity to see the ads at regular intervals.
Scheduling advertisements to appear at regular intervals over a period of time.
CPA (Cost-Per-Action)
Metric for assessing advertising expenditure determined by dividing the total cost for a certain advertisement by how many people actually responded (e.g., purchase activity, phone inquiries, website traffic, etc.) within a specified time after the promotion was delivered.
CPT (Cost Per Thousand)
CPT is a figure used in comparing or evaluating the cost efficiency of media vehicles.
(CPT is the cost to deliver to 1000 people and is calculated by dividing the cost by the audience delivery and multiplying the quotient by 1000.)
The formula is as follows:
CPT = (Media Cost/ Impressions) * 1000
Coverage Area
The specific geography where a media vehicle has its coverage. In broadcast, coverage usually describes the area to which the station’s signal extends. In print, coverage usually means the circulation area.
Cumulative Reach (Cume)
The number or proportion of different people reached at least once, by a certain number of issues of a given publication or a program on TV or Radio slots.
Call Backs
Two or more attempts made to contact a respondent at an eligible address or telephone number after failing to contact him or her at the first attempt. Especially important for achieving representative samples of people who are difficult to interview because of their lifestyles (e.g. SEC A1+).
Casualty
Sometimes a respondent cannot be interviewed for various reasons, for instance, the house is locked, he refuses to be interviewed, or he is not available even after a certain number of attempts (normally three attempts are made to contact a respondent) etc. In such cases the interview is said to have become a casualty.
Causal Research
A type of research carried out to ascertain the cause & effect relationship between two or more phenomena.
Contact Sheet
The record of contacts made by an interviewer on each day in a particular starting point is kept in the contact sheet. This involves recording of the status of a particular contact i.e. whether the listed questionnaire is administered or whether the contact is a casualty.
CWE (Chief Wage Earner)
The member of a household who contributes the most towards household expenditure (not necessarily the one who earns the maximum).
CAPI (Computer-Aided Personal Interviewing)
CAPI relates to personal interviews. Rather than entering responses on paper, an interviewer would key in responses from their respondent or interviewee directly into a purpose-built computer program on a small device. CAPI applications provide full control of the flow of questions (skips and filters), eliminating inconsistencies on the spot, out-of-range, blank and null responses, as well as data entry errors, reducing costs by eliminating paper forms and data entry, and immediate data retrieval.
CATI (Computer-Aided Telephone Interviewing)
Responses are keyed directly into a computer and administration of the interview is managed by a specifically designed programme. The programme checks for invalid responses and it will not accept responses outside prescribed limits, hence subsequent editing and keying in of data is avoided.
CAWI (Computer-Aided Web Interviewing)
Respondents complete a website (or HTML) survey and some computer software presents each question only after the previous question has been completed. Subsequent questions can be tailored to previous question answers, enabling sophisticated routing plans to be used in these surveys.
CASI (Computer Aided Self-Interview)
Computer Aided Self-Interview (CASI) is an interview method wherein the interviewee communicates directly with a computer instead of the interviewer.
CLT (Centrally Located Test) or In-hall test
In CLTs, the respondents satisfying certain conditions are brought to a central place for the purpose of interviewing them before and/or after certain events like testing food or drink, viewing an ad film or an ad, exposing them to a concepts, etc.
Cluster Head Household Selection
Within a town/village, households are selected randomly from the voter’s list. For the IRS, cluster sampling method is used for household selection. In this method, around each randomly selected household, a predetermined number of households are contacted and interviewed.
Convenience Selection
This applies to studies where the interviews need to be done at street corners, shops, petrol stations, etc. Obviously, such a sampling plan aims at reducing the field time by avoiding house to house contacts.
CAN (Campus Area Network)
The computers are within a limited geographic area, such as a campus or military base.
CDMA (Code Division Multiple Access)
A protocol for wireless data and voice communication, CDMA is widely used in cell phone networks, but also in many other data communication systems. CDMA uses a technique called “Spread spectrum” whereby the data being transmitted is spread across multiple radio frequencies, making more efficient use of available radio spectrum.
CPC (Cost-Per-Click)
Unique to internet advertising, this is the fee paid to the web publisher each time a visitor clicks on an internet ad.
Click-Through Rates
The number of times a web page ad is clicked on as a percentage of the number of times the web page ad is displayed.
Cookie
A cookie is a piece of information sent to a browser by a Web Server. The browser then returns that information to the Web server. This is how some Web pages “remember” your previous visits. Cookies might contain information such as login or registration information, online shopping cart information, user preference, etc.
CPL (Cost Per Lead)
Similar to CPA (cost per action), the CPL ad pricing model pays web publishers for every banner click that results in a lead or inquiry for the advertiser. In other words, advertisers pay publishers only when a visitor not only click the ad and visit the advertiser’s site, but also performs a desired action on that site (such as request information via an online form).
Cyber Crime
Cyber-crime encompasses any criminal act dealing with computers and networks (called hacking). Additionally, cyber-crime also includes traditional crimes conducted through the Internet. For example; hate crimes, telemarketing and Internet fraud, identity theft, and credit card account thefts are considered to be cyber-crimes when the illegal activities are committed through the use of a computer and the Internet.
Cyberspace
The word Cyberspace is used to describe the whole range of information resources available through computer networks.
Cantilevers
A projecting beam or member supported at only one end.
Campus Kiosks
Free-standing displays located on college campuses that often incorporate a campus directory.
Circulation
Circulation (potential viewers) is the foundation for determining the advertising value of outdoor sites. Outdoor circulation is based on traffic volume. There are three types of people in this volume: occupants of cars, pedestrians and mass transit passengers. Generally, outdoor circulation figures will only reflect people in vehicles. Occupancy rates vary by State, by type of location and time of day.
Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster. This term sometimes is used for broadcast, as well, but the term “audience” is used more frequently.
The number of copies sold or distributed by a publication (usually in a specified geographical area) and certified by an audit firm.
Charting
The process of selecting and scheduling individual unit locations to maximize Out of Home advertising objectives.
Contract Period
The period for which the outdoor media is sold. It is typically sold for 30-day period.
Cross-Read
An advertising display which is visible across traffic lanes on the opposite side of the roadway.
CPM (Cost Per Thousand)
The cost of reaching one thousand potential viewers of an outdoor advertising display. It is calculated by dividing the monthly cost by the monthly circulation in thousands.
C & S Household
If a household is an owner of TV and if any of the C & S channels are tuned in that household, then the household is defined as a C & S household.
Channel Surfing
Switching between channels rapidly without settling on any particular channel is called Channel Surfing.
CPM (Cost Per Mil or Cost Per Thousand)
Estimate of how much it costs an advertiser to reach 1,000 listeners
Carrying cost
Carrying cost is also known as holding cost it is primarily made up of the cost associated with the inventory investment and storage cost.
Cashwrap
Cash wrap is the part of a store where customers purchase items in a retail store cash wrap also call a check out in retail store.
Challenger sales model
A challenger sales models a framework of sales which disruptive approach is taken in order to sell solutions. The consumers are pushed beyond comfort zones to adopt or embrace new ideas for their organization.
Champion/challenger test
To determine the best engagement strategy, a challenger or champion test is adopted. Champion represents current production or service paradigms whereas challenger is different ways of doing things.
Channel partner
A channel partner is someone which offers services or products via a co-branding agreement in most cases.
Channel sales
Sales refers to deploying salesforce in different groups by focusing on different distribution channels such as dealers,
Retail individuals, direct marketeers etc.
Chargeback
Chargeback is a return of money to a payer for some transaction which made through credit card.
Churn
Churn refers to the percentage of customers who cancel or leave a particular service / product within a specified period of time.
Click and collect
Click and collect is facility where customer can buy or order goods from website or online and pick it up in local branch.
Click-through rate (CTR)
CTR or click through rate is an expression in percentages.it refers to the number of clicks on a specific link, most commonly a digital advertisement, divided by the number of times the page containing the link is shown.
Client
A client is an entity which pays another entity for products or services rendered. They are also called customers.
Clienteling
Clienteling is an activity of retailers to build long term relationship with the customers one of the most popular ways to do this is to collect and track the customers.
Closed lost
If the prospect does not convert into buyer and the deal closes, it is called a closed lost opportunity.
Closed opportunities
Closed opportunity is a general term which encompasses closed -won or closed -lost opportunities.
Closed won
The status of an opportunity where the deal is closed with the prospector or customer is called closed won.
Co-branding
With the main objective to combine brand values in the mind of the customers, 2 or more brand names are used together in support of a new product, so as to increase brand equity and target specific markets.
Cold call
An attempt to engage a specific prospect through a personal visit or call is known as a cold call. The caller does not have any prior knowledge about the person to whom is making a call.
Cold email
Cold emails are created to engage prospects who have zero prior knowledge about a product or service. They also do not have any knowledge about the person/salesperson sending this e-mail.
Commission
Commission is referred to as the amount of money an individual earns for reaching a specific volume of sales or for executing a specific business transaction. An amount of money paid to someone in exchange for a service /product.
Compensation
Compensation is the amount of payment and employee benefits a specific person receives for rendering their services. This covers basic salary, allowances, commissions, bonuses, health insurance, pension plans, paid leaves, stock options, and other benefits.
Complex sale
Complex sales is something that is common n b2b marketing and involves multiple decision making stakeholders, customer service or purchase agreements and more longer sales cycle.
Compounded annual growth rate (CAGR)
CAGR or compounded annual growth rate reflects growth over different time periods.
Connect
(As in, “when’s a good time to connect?)/1Connect refers to associating or relating with something specific
Consumer packaged goods
Consumer packaged goods are products that are in form that is ready for sale to the consumer like packaged foods and beverages.
Contactless payment
Contactless payment is secured payment method using debit or credit card, smartcard this allows customer to purchase without touching the payment terminal.
Content
Content refers to the material or document released in multiple formats such as texts, audios and videos.it is created to inform, engage customers and influence selected or specific audience.
Content analysis
Content analysis is nothing but knowing the patterns of behavior, engagement with the content on a digital content platform. It may be in the form of blocks or comments or even documents both audio or text along with social conversations or discussions to answer a specific problem
Content management system (CMS)
A content management system or CMS is a software or programme which is used to manage digital content.it is used to create, modify and keep a track of content which is being digitally distributed.
Convenience product
Convenience product are consumer product that are routinely purchased by customer like sugar, milk, soap.
Conversion
The process of changing a target customer into a paying customer is known as conversion.it is a point where the customer performs a specific action which is favorable to the marketeer or seller.
Cost of goods sold
Cost of goods sold is an accounting term used to describe the total value or cost of product sold during a given time period this appears on profit and loss statement and is used to calculating inventory turnover.
Cost of goods sold (COGS)
The cost of goods sold or COGS is the instrumental cost of producing a good.
Cost per click (CPC)
Cost per click or CPC is a promotional advertisement metric. This is fee based which depends on the number of people who click ads. This is commonly used in Google or facebook ads.
Cost per impression (CPI)
CPI or cost per impression is an advertisement metrics. With this, advertisers pay a bidding fee which is based on the number of visits their ads are exposed to. This is a common buzzword in facebook ads or Google AdWords.
Covenant
Covenant is a written price which states few activities which might be carried out or might not be carried out. Limiting covenants also include non-disclosure agreements or non-compete agreements.
Cross merchandising
Cross merchandising refers to displaying products from different categories this helps add on sales to a business.
Cross-selling
Cross selling in b2b is both when a customer purchases a product and in instead offered a second product which is discounted.this can be based on a reward system too.
Customer
A customer is an individual or an organization who enters into an exchange system of goods or servces which is being offered by a business.
Customer acquisition
The process of acquiring new customers from any channel with the help of marketing is known as customer acquisition
Value/1the cost related to deed a replacement client.
Customer acquisition cost (CAC)
Customer acquisition cost or CAC is the amount of money spent on acquiring a client or customer.
Customer behaviors
The behavioral pattern of the customer how the customer useless the website which product does he spend more time on which page is more attractive all these are known as customer behavior
Customer facing display
Customer facing display is screen were customer view their order, discount while checkout from store.
Customer insight
The process of having the detailed information regarding a particular customer about his interest, demography, geography along with customer behavioral patterns is known as customer insight
Customer relationship management
Customer relationship management is strategies and technologies that companies used to manage and analyze the customer interaction and data throughout customer lifecycle
Customer relationship management (CRM)
Customer relationship management or CRM is a system of practices and associated technologies which are used to record, practise, associate and analyze data for improving customer experience.
Customer retention
Customer retention is a method in which a customer is pursued and is made sure he retains with the same business
Customer success
Customer success is a state which has proactive mindsets.it is adopted by b2b companies to optimize with customers, drive profits and increase predictability.
Customer-oriented
Keeping customer as the key centre of all promotional or organizational activities is referred to as customer oriented.
Cutting-edge
The latest or the most optimal / advantageous element of a product or a service.
CSS
Cascading designs sheets could be a artificial language use in data formatting the document content. There square measure 3 forms of CSS inline CSS internal CSS and external CSS.
Caching
An internet technique that stores resources or knowledge and serve back quickly upon future request.
Call to action (CTA)
The part of a promoting message that tries to steer someone to perform a desired action.
CCDN (Content Delivery System)
A network of servers geographically distributed that accommodate quickest path dynamically to deliver sites and knowledge to user.
Click-through
The method of clicking through a web packaging to the advertisers’ destination.
Click-through rate (CTR)
The attribute that represents quantitative relation of users un agency click on specific ad v/s users un agency read the ad.
Comment spam
Irrelevant comments denote to a diary for the only real purpose of dropping a link to the spammers web site.
Contextual advertising
A quite advertisements that ar supported content of an internet page.
Conversion rate
The proportion of tourists un agency take a desired action.
Cookie/1information
Hold on to a users’ laptop by an internet website thus preferences ar remembered on future request.
Cost per action (CPA)
A valuation model in promoting wherever value as calculated on qualifying action.
Cost per click (CPC)
The on-line advertising model that bills advertisers supported variety of click by users.
Cost per lead (CPL)
The on-line advertising model that bills advertisers supported variety of lead generated.
CPM
Cost per thousand impressions.
C.I.F
It is a contract of sale where the buyer is under an obligation to pay against the shipping documents irrespective of the arrival of the goods.
Cluster analysis
Comparing a similar set of statistics within a country with another for the purpose of estimating potential demand.
Comparative advantage
Comparing of one country with another under total specialization
Comparative analysis
Comparing of similar set of statistics within a categorywhich can be directly substituted one for the other in fulfillig the same needs
Competition
Completion of products, organization or individual tasks for fulfilling the needs.
Competitive strategy
Adoption of a target market and marketing mix stance in the market place
Cooperative
The gain of commercial and non-commercial advantage in buying, selling or processing goods and services within an individual or organization.
Countertrade
It is an agreement between customer and seller, for some of the customer products in return
Culture characteristic
Behaviors which are manifest and shared by members of a society
Currency swaps
It is a method of gain access to foreign capital at a favorable rate with a compromising agreement
Click-through-rate
Ratio of how many times a ad was clicked
Cro- conversion rate optimization
A group of digital marketers that aims to improve the conversion rate of web pages, thus making the pages more profitable.
Confidential
Something which shouldn’t be revealed or expressed
Cause Marketing
If you can find a cause that is important to both your business and your customers – this marketing strategy could be extremely beneficial. Looking to benefit the cause may serve as an emotional driver which encourages your prospects to buy from you over and above your competitors.
Community Marketing
By engaging an audience of existing customers in an active dialogue, and speaking to the needs and wants of this particular customer group without the direct intent of selling to them, you can promote greater loyalty and higher levels of engagement. This can also be an effective strategy for generating word of mouth referrals.
Content Marketing
Often confused with the more specific task of copywriting, Content Marketing involves the consideration of content strategy and planning elements as well as curation of the actual content itself. This is the opportunity to write and publish content to educate potential customers about your products and services and sway them towards purchasing your product or service over and above that of competitors. This can be an effective means of influencing them without using direct selling methods.
Contextual Marketing
Contextual Marketing is an online marketing model in which an advertiser or marketer will create content specifically for each target customer and serve it to them based on terms they search for or their recent browsing behavior. Analytics are crucial for this strategy, as they give the marketer the insight into their target market, whereby more accurate assumptions can be made regarding a person’s wants and needs – based on their search behaviors.