Dictionary
Dictionary
Terms: 138
A
- above the linenoun phrase Mass-media advertising aimed at a broad audience, such as television, radio, print and outdoor, as opposed to targeted tactics.
- account directornoun phrase A senior agency role responsible for the overall client relationship and the commercial health of one or more accounts.
- account managementnoun phrase The agency function that manages the client relationship, coordinating briefs, timelines, budgets and approvals.
- account plannernoun phrase A strategist who uses audience insight and research to guide an agency's creative and media direction.
- actual authoritynoun phrase The power an agent genuinely has because the principal expressly granted it or clearly implied it.
- administrative rulenoun phrase A binding regulation issued by a government agency under authority granted by a legislature, filling in the details of a law.
- ad spendnoun phrase The money paid to media owners and platforms for advertising, separate from agency fees and production costs.
- advertising agencynoun phrase A company that plans, creates and places advertising on behalf of clients.
- agencynoun The capacity to act, or an organization or person authorized to act for others; the word covers business, legal, government and philosophical senses.
- agency agreementnoun phrase A contract that sets out the terms under which one party acts as agent for another, including authority, payment and duration.
- agentnoun A person or organization that acts on behalf of another, the principal, within the limits of the authority given.
- agenticadjective Describing something that acts with initiative and autonomy; in technology it often describes software that takes multi-step actions toward a goal.
- agent of recordnoun phrase The agency formally appointed to represent a client for a defined service, giving it authority to act, buy or receive commissions.
- apparent authoritynoun phrase The appearance of authority that a principal creates, leading a third party to reasonably believe an agent can act for them.
- art directornoun phrase A creative professional who leads the visual style and imagery of a campaign or publication.
- attributionnoun The method of assigning credit for a sale or sign-up to the marketing touchpoints that influenced it.
B
- below the linenoun phrase Targeted promotional activity such as direct mail, events, sponsorship and in-store promotion, aimed at specific groups.
- billable hoursnoun phrase Time spent on client work that is recorded and charged at an agreed hourly rate.
- boutique agencynoun phrase A small, specialized agency focused on a narrow skill, sector or style, usually with senior people closely involved in the work.
- brand guidelinesnoun phrase A document that defines how a brand looks and sounds, including logo use, colors, typography, imagery and tone of voice.
- brand identitynoun phrase The visible and verbal elements that express a brand, such as logo, colors, typography, imagery and tone.
- branding agencynoun phrase An agency that creates or refreshes a brand's identity, including strategy, name, visual style and verbal tone.
- brand strategynoun phrase A plan that defines what a brand stands for, whom it serves and how it will be different and consistent over time.
- brand voicenoun phrase The consistent personality and style a brand uses in its words, across all channels.
- briefnoun The set of instructions that explains what a client needs from an agency, including goals, audience, budget and timing.
- brokeragenoun A firm that acts as an intermediary in transactions and is paid fees or commissions, such as in property, insurance or securities.
- buyer's agentnoun phrase An agent who represents the person buying a property and advises on search, price and negotiation.
C
- campaignnoun A planned, time-bound set of marketing activities built around a goal, an audience and a core message.
- change ordernoun phrase A written agreement that adjusts scope, cost or schedule after the original contract has been signed.
- chemistry meetingnoun phrase An informal early meeting where a client and a shortlisted agency assess whether they would work well together.
- community managementnoun phrase The ongoing work of engaging with a brand's audience online, answering questions, moderating discussions and building relationships.
- competitive conflictnoun phrase A situation in which an agency serves, or might serve, two clients that compete directly, raising confidentiality and loyalty concerns.
- content calendarnoun phrase A schedule that plans what content will be published, where and when, with owners and deadlines.
- content marketingnoun phrase Creating and sharing useful material such as articles, videos and guides to attract and keep an audience.
- conversion ratenoun phrase The share of visitors or users who complete a desired action, such as buying or signing up.
- copywriternoun A writer who produces words for advertising, websites, packaging and other marketing material.
- CPA (cost per acquisition)noun The average cost to gain one customer or complete one defined action, such as a purchase or sign-up.
- CPC (cost per click)noun The amount an advertiser pays each time someone clicks an ad.
- CPM (cost per mille)noun The price of one thousand ad impressions; the M comes from the Latin word for thousand.
- creative agencynoun phrase An agency that develops ideas, design, copy and content for brands, from identity to campaign concepts and finished assets.
- creative briefnoun phrase A short document that tells a creative team what problem to solve, for whom, with what message, and within what limits.
- creative directornoun phrase The senior creative leader who sets the standard and direction of an agency's ideas and oversees the creative team.
- crisis communicationsnoun phrase Planned and rapid communication to manage reputation and trust when an organization faces a serious problem.
- CTR (click-through rate)noun The percentage of people who click an ad or link after seeing it.
D
- deliverablenoun A specific, agreed output an agency will hand over, such as a report, video, design file or campaign plan.
- destination management companynoun phrase A local company that organizes events, transport, accommodation and activities for visiting groups in a specific place.
- digital agencynoun phrase An agency that delivers online services such as websites, apps, search and social marketing, email, analytics and digital advertising.
- dual agencynoun phrase A situation where one agent or agency represents both the buyer and the seller in the same transaction.
E
F
- fiduciary dutynoun phrase A legal obligation to act in another party's best interest, putting their interests ahead of your own.
- fixed feenoun phrase A set price for a defined scope of work, regardless of how many hours it takes to complete.
- force majeurenoun A clause that excuses a party from performing when extraordinary events outside its control, such as disasters, make performance impossible.
- free agencynoun In professional sport, the status of a player whose contract has ended and who is free to negotiate with other teams.
- full-service agencynoun phrase An agency that offers a wide range of marketing disciplines, from strategy and creative to media and production, under one roof.
G
H
I
- impressionsnoun The number of times an ad is displayed, whether or not anyone interacts with it.
- incrementalitynoun The extra results caused by advertising that would not have happened without it.
- indemnificationnoun A contract clause where one party agrees to cover the other's losses arising from specified events, such as third-party claims.
- independent agencynoun phrase A government body designed to operate with some insulation from direct control by elected leaders, often led by a board or commission.
- influencer marketingnoun phrase Working with people who have an engaged online following to promote products or messages to their audience.
- in-house agencynoun phrase A marketing or creative team employed directly by a company to do work an outside agency might otherwise do.
K
- keyword researchnoun phrase The process of discovering the words and phrases people use in search engines and judging which are worth targeting.
- kill feenoun phrase A payment owed to an agency or creator when a client cancels a project partway through, covering work already done.
- KPI (key performance indicator)noun A chosen metric that shows whether a business or project is achieving an important goal.
L
- last-click attributionnoun phrase An attribution model that gives all the credit for a conversion to the final marketing touchpoint before it.
- lead generationnoun phrase Marketing activity designed to attract people who show interest in a product or service and capture their contact details.
- legal agencynoun phrase A legal relationship in which one party, the agent, is authorized to act for another, the principal, and can create obligations for them.
- limitation of liabilitynoun phrase A contract clause that caps or excludes the amount one party can be required to pay the other if something goes wrong.
- link buildingnoun phrase The practice of earning links from other websites to your own, as a signal of relevance and authority to search engines.
- listing agentnoun phrase The agent who represents the seller of a property and is responsible for marketing it.
- local SEOnoun phrase Optimizing a business's presence so it appears in searches with a geographic intent, such as near me or a town name.
M
- marketing agencynoun phrase A business that plans and carries out marketing activity for clients, from strategy and content to campaigns and measurement.
- marketing funnelnoun phrase A model that describes a customer's journey from first awareness through consideration to purchase and loyalty.
- markupnoun An amount added to an agency's cost for third-party goods or services before billing the client.
- media agencynoun phrase An agency that specializes in planning and buying advertising space and time across channels such as television, digital and print.
- media buyingnoun phrase The purchase of advertising space or time from publishers, platforms and broadcasters on behalf of an advertiser.
- media planningnoun phrase The process of deciding which channels, formats, timing and budget will best reach a target audience.
- media relationsnoun phrase The practice of building and maintaining working relationships with journalists and editors to secure accurate coverage.
- moodboardnoun A collage of images, colors, textures and words that communicates the intended look, feel and tone of a project.
- MSA (master services agreement)noun A framework contract that sets general terms between a client and a supplier so each new project only needs a short statement of work.
- multi-touch attributionnoun phrase An approach that divides credit for a conversion across several marketing touchpoints along the customer's journey.
N
O
P
- paid socialnoun phrase Advertising bought on social platforms to reach chosen audiences with promoted posts and ads.
- pass-through costsnoun phrase Third-party expenses that an agency pays on behalf of a client and bills onward, such as media, printing or software licenses.
- percentage of spendnoun phrase A fee model in which an agency charges a percentage of the client's advertising budget it manages.
- performance marketingnoun phrase Marketing in which spending and success are tied to measurable actions such as clicks, leads or sales.
- pitchnoun A presentation in which agencies compete for a client's business by proposing ideas, approach and fees.
- positioningnoun The distinct place a brand or product aims to occupy in customers' minds relative to alternatives.
- power of attorneynoun phrase A written document that gives one person the legal power to act for another in specified matters.
- PR agencynoun phrase An agency that manages a client's reputation and relationships with journalists, the public and other stakeholders.
- press releasenoun phrase A short official announcement sent to journalists to share news about an organization.
- principalnoun The person or organization on whose behalf an agent acts and who is bound by the agent's authorized actions.
- production housenoun phrase A company that produces finished content such as films, photography, audio or events, usually to a concept provided by an agency or client.
- programmatic advertisingnoun phrase Automated buying and selling of ad space, usually in real time, using software and audience data.
- project-based feenoun phrase A single price quoted for a defined project with a clear start, end and set of deliverables.
- public procurementnoun phrase The process by which public bodies buy goods and services, usually through formal and transparent competitive procedures.
Q
R
- reach and frequencynoun phrase Two linked measures: how many different people see a message and how many times each person sees it on average.
- real estate agencynoun phrase A business whose agents help people buy, sell or rent property in return for commission or fees.
- real estate agentnoun phrase A licensed professional who helps clients buy, sell or rent property and typically earns a commission.
- rebrandnoun A deliberate change to some or all of a brand's identity, such as its name, logo, look or positioning.
- registered agentnoun phrase A person or company designated to receive legal and official notices on behalf of a business entity.
- regulatory agencynoun phrase A government body that writes and enforces rules for a particular industry or activity to protect the public interest.
- retainernoun A recurring fee paid to an agency for ongoing access to its services or a defined amount of work each period.
- revision roundnoun phrase A defined cycle in which the client reviews work and sends consolidated feedback for the agency to implement.
- RFP (request for proposal)noun A document in which a buyer describes a need and invites suppliers to submit formal proposals with approach, price and terms.
- ROAS (return on ad spend)noun Revenue generated for each unit of currency spent on advertising, usually expressed as a ratio.
- ROI (return on investment)noun A measure of the gain or loss from an investment relative to its cost, usually shown as a percentage.
S
- scope creepnoun phrase The gradual, uncontrolled growth of a project's requirements beyond what was originally agreed.
- scope of worknoun phrase A description of the tasks, deliverables, timeline and boundaries of what an agency has agreed to do.
- search engine optimizationnoun phrase The practice of improving a website so that search engines can find it and show it prominently for relevant searches.
- search intentnoun phrase The underlying goal behind a search query, such as learning, comparing, buying or finding a specific site.
- SEO agencynoun phrase An agency that helps websites earn more visibility in search engine results through technical, content and authority improvements.
- SEO auditnoun phrase A structured review of a website's technical health, content and authority to find problems and opportunities for search visibility.
- share of voicenoun phrase The proportion of total category attention, mentions or advertising spend that a brand holds compared with competitors.
- social listeningnoun phrase Monitoring online conversations to understand what people say about a brand, topic or competitor.
- social media agencynoun phrase An agency that plans, produces and manages a brand's presence and advertising on social platforms.
- SOW (statement of work)noun A document describing the specific work, deliverables, timeline and fees for a project under a wider agreement.
- spec worknoun phrase Creative work produced for free on speculation that the client may later hire the creator.
- staffing agencynoun phrase A company that finds and places workers with client businesses on a temporary or permanent basis.
T
- talent agencynoun phrase A business that represents performers, athletes, creators or other talent, finding work and negotiating deals for a share of earnings.
- talent agentnoun phrase A person who represents performers or other talent, seeking work and negotiating terms on their behalf.
- technical SEOnoun phrase The part of SEO that makes sure a website can be crawled, indexed and loaded properly by search engines and users.
- termination for conveniencenoun phrase A contract right to end the agreement without proving fault, usually by giving a set period of written notice.
- thought leadershipnoun phrase Content and public commentary that positions a person or organization as a credible source of original ideas in a field.
- time and materialsnoun phrase A pricing model in which the client pays for actual hours worked plus the cost of materials or third-party expenses.
- tour operatornoun phrase A company that assembles travel elements such as transport, lodging and guided activities into a package sold to customers.
- travel agencynoun phrase A business that arranges trips for customers, such as flights, accommodation, tours and insurance.
- travel agentnoun phrase A professional who plans and books trips for clients and advises on routes, accommodation and travel requirements.
U
V
W
- white labelnoun phrase Services produced by one company but delivered under another company's brand, so the end client does not see the original supplier.
- work made for hirenoun phrase A legal doctrine, mainly in United States copyright law, under which an employer or commissioning party is treated as the author of certain works.
