Glossary Flashcards
Terms (34 cards)
What is Brand Awareness?
A measure of how well known and recognizable a brand is to consumers.
What is Brand Equity?
A measure of the social, rather than economic, value of a brand, including name recognition, admirable qualities, and perceived benefits.
What is a Campaign?
A series of messages created on behalf of a client that share a single idea and theme, designed to drive consumer desire, brand loyalty, and ultimately create sales and growth for clients.
What are Capabilities in VML?
Areas in which VML has deep expertise or a unique skill to offer clients, delivered through six capabilities.
What are the six capabilities of VML?
Client and Business Leadership, Connections, Creative, Enterprise Solutions, Marketing Intelligence & Effectiveness, and Strategy.
What are Channels in marketing?
Means by which brands can reach or communicate with customers, such as websites, social media, apps, and retail stores.
What is a Center of Excellence (CoE)?
A physical or virtual center of expertise and resources within a capability known for delivering world-class performance and value.
What is the Connected Brand Model?
A model that shows how VML’s practices are delivered through capabilities in a fully connected and integrated way.
What is Conversion in marketing?
When a customer takes a desired action in response to a campaign, like making a purchase or clicking a link.
What does CRM stand for?
Customer Relationship Management, a technology for managing a company’s or brand’s relationships and interactions with customers.
What is Earned Media?
Any coverage or promotion that your business receives without paying for it, like news coverage or a product review.
What is an Ecosystem in business?
A network involved in the delivery of a specific product or service through both competition and cooperation.
What does End-to-End refer to?
The ability to service every aspect of a client’s needs from start to finish.
What is First-Party Data?
Information a company collects directly from its customers on its own channels.
What is Foundational Enablement?
The collective name for teams supporting internal operations and growth: Operations, Finance, People, Business Development, and Marketing Communications.
What is Human-Centered Design (HCD)?
An approach to design that puts the psychological and emotional needs of people at the center of problem-solving.
What is an Influencer?
An individual who creates and shares content on social media platforms, building a dedicated audience.
What is Media Planning?
The process advertisers go through before buying and launching ads to measure effectiveness and maximize ROI.
What are Offerings?
Specialized knowledge for specific client needs, which may be provided by both Practices and Verticals.
What is Omnichannel?
An approach that provides customers with a seamless experience everywhere they shop.
What is Owned Media?
Any media channel that a brand or company owns and controls.
What is Paid Media?
Any form of advertising that you pay for.
What is a Partnership?
Mutually beneficial collaborations between two or more parties to build audiences and expand awareness.
What are Practices in VML?
Ways of connecting and organizing people, processes, information, and technology to provide specific expertise to clients.
