After several years in the industry, advertising jargon has become an important part of Brevo’s culture and daily work environment. To help creatives new to the game, we’ve broken down some of the most commonly used words, acronyms, and phrases in creative marketing. Read more below!
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G2G
A short and sweet expression of approval, G2G means your work is “ready to go!”
“If these are G2G, please tell me!”
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kV
“Key sights” or graphics that incorporate artistic elements and treatments and should be used repeatedly and consistently across branding or campaign materials.
“You can add KV options 1 and 2 to your client presentation.”
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Above the Line (ATL)
Advertising to a broad audience. Think: radio, billboards, television, magazines.
“So what are the ATL deliverables?”
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Offline (BTL)
Advertisements directed at a small portion of the target audience. Think: email, direct mail, brochures, flyers.
“They wanted us to focus on the BTL execution of this campaign.”
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call to action
Typically, a one-line directive, CTA, or “call to action” urges viewers, readers, or listeners to complete a specific action: Shop now, click here, learn more and more.
“Small edit: Please change the CTA to Buy Now!”
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login page
A separate webpage that people “land” after clicking on an ad so they can take action based on the ad’s CTA or offer.
“The landing page for our ad is the brand’s e-commerce site.”
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user interface, user experience
Together, UI and UX outline a user’s interaction and overall experience with a website, application, or software. UI refers to “user interface,” while UX refers to “user experience.”
“Have we done UI testing? We launch tomorrow.”
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United States Pharmacopoeia
A USP, or “Unique Selling Proposal,” is a distinct advantage of a product or service that motivates buyers to choose it over competitors’ brands and products.
“Volvo’s main USP is that they are the safest cars on the market.”
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collateral
Various media used to support marketing campaigns, from digital advertising to printed materials. Marketing materials collectively promote a specific product, service, or brand message.
“Let’s start preparing collateral for the upcoming launch.”
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Pain points
Common or recurring problems that target customers face during their respective customer journeys that advertising professionals try to solve!
“Have you identified your target market’s pain points in their day-to-day life?”
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UGC
Images, video, text or audio posted online by a brand end user. UGC or “User Generated Content” highlights authentic experiences with a product or service to encourage others to try, buy or subscribe too.
“Can we use UGC in our posts?”
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Potential customers
The process of generating “leads” or potential customers who have expressed interest in your product or service. An engaging lead generation ad or campaign can help a company collect valuable contacts for future business.
“We will start our lead generation campaign next week.”
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business to business, business to consumer
When a company sells its products or services to other businesses or suppliers, we call it B2B or “business-to-business.” Likewise, we will refer to companies that provide services to everyday consumers as B2C, or “business-to-consumer.”
“They don’t want to limit themselves to B2C. They’re also expanding into B2B relationships.”
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EDM
EDM, also known as “electronic direct mail,” is a type of digital marketing material that promotes a product or announcement directly via email.
“All EDMs were sent back for revision.”
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convert
When a potential customer becomes an actual buyer, or in response to the behavior of an ad’s CTA.
“What is the average conversion rate for this ad?”
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quality assurance
QA or “Quality Assurance” is a screening process enforced by advertising agencies to ensure that all their outgoing material or completed work meets client and company standards.
“Be sure to QA everything before sending it to the client for approval.”
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Key Performance Indicators
KPIs, or “Key Performance Indicators,” are statistics tracked by advertising agencies to determine the success of a marketing campaign. Examples include profit margins, customer retention, customer satisfaction, etc.
“Let’s identify the KPIs for this month.”
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