Advertising Agencies Key Terms
Understanding terms advertising agencies might throw at youAs your business grows, you may find you need to hire an advertising agency to help you come up with new and creative ways to make consumers aware of your products or services. If you're not familiar with the advertising industry, an agency may suggest ideas to you that you don't fully understand. Be on the same page with an advertising agency by familiarizing yourself with these key terms before you hire one.
Share of voiceShare of voice, also known as SOV, is the total percentage that your company possesses of your target market. For example, if you own a house-cleaning business and target working mothers, your SOV is the percentage of working mothers that actually use your service.
BrandingBranding is increasing consumer recognition of your company's product or service through advertising and quality. Typically, it is a name, logo, slogan or label that allows your product to stand out from the competition based upon the product's performance and recognition through advertising mediums.
Above the foldAbove the fold indicates a headline or advertising banner that is completely visible to the consumer without the need to scroll on a Web page or unfold a newspaper or magazine. Some agencies refer to this as "before the scroll."
CampaignAn advertising campaign is a specific set of coordinated marketing strategies with the common goal of conveying a specific need or desire within the consumer and the ability of a company's product or service to wholly meet that need.
CPACPA stands for cost per action. This phrase is interchangeable with CPL (cost per lead) or CPS (cost per sale). Basically, CPL means that a publisher charges your company so much for each individual who clicks on the ad at the publisher's Web site, which results in lead generation through a specific action (such as signing up for a quote or making a purchase through your Web site).
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