Marketing Definitions R – Z

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Marketing Definitions R – Z will give you a good understanding of terms and abbreviations you may come across when writing a marketing or sales business plan.

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Rate Card

Media rates published by a broadcast station or print publication on a “rate card.” Typically the highest rate charged by an advertising vehicle.


Sale is the process of closing prospects that you have “pre-conditioned” with your marketing messages to contact you and purchase your product. The sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, and networking. It’s anything that engages you with the prospect or customer on a personal level rather than at a distance. The critical element of sales is having prospects contact you who want to talk to you, and want to hear how you can benefit them.

Sales Cycle

A sales cycle is the time it takes from the sales professional’s first meeting meaning phone, email or in-person with a prospect until the service agreement is signed by the buying party.

Sales Script

A term used by sales organizations and call centers to describe the documents that guide sales professionals on key points to say in order to gain the interest of the party being called.

SERP (Search Engine Ranking Page)

The page that you are sent to after you run a query in a search engine. Typically it has ten results on it, but this may vary depending on the query and search engine in question.


Segmentation refers to the process of separating your target audience into personas with different needs and preferences. These segments will ideally be marketed to in a way that reflects their specific experiences or interests.

Search Engine Optimization (SEO)

Search Engine Optimization is the process of improving the volume or quality of traffic to a website from search engines via unpaid or organic search traffic.

Short Codes

There are two types of short codes: random shortcodes and vanity shortcodes. 38714 is an example of a random shortcode. When you sign up for an SMS service plan, you will have access to our random shared short code. These codes are 5 or 6 randomly selected digits. If you want to have a dedicated short code only your company can use, or a vanity short code like LOWE or PEPSI, you must purchase one.


Slogans should be well thought out. The word slogan comes from a Scottish word meaning “battle cry.” Slogans are used in certain advertising and marketing campaigns that an organization decides to take part in. The slogan can change so that it can be current and resonate well with certain demographics.


Stands for Short Message Service, partly because a text message can only be 160 characters in length. SMS technology allows you to send targeted text messages to your subscriber’s mobile phones. SMS text messaging is the most widely used data application on the planet, with 2.4 billion active users.

SMS Keyword

Each SMS service plan needs one (1) keyword. Keyword types include: uncommon keywords, like PRIMETIME6 or BROWNBAG22 and common keywords, like WIN and PLAY, because they are popular words used in everyday speech. These keywords play a vital roll in a sms text marketing campaign.

SMS Privacy

To prevent recipients from receiving unwanted messaging, we follow permission based practices and have thoroughly defined opt in processes. Our platform is carrier and MMA complaint and anybody texting in has to reply “YES” to successfully subscribe to any clients list. WE do this to make sure the person wants to be on the list. In order to discontinue getting messages they simply need to text “Stop” or “Help” to get assistance

Social Media

Social media is not about what each one of us does or says, but what we communicate to each other in an open dialog. It is the development of a digital community in all forms of media. Businesses use social media in hopes that the old fashion word of mouth becomes viral. People are more likely to trust a friend’s recommendation then a corporate commercial.


A prospect that keeps giving you buying signals and acts interested, but has no intention on buying, a time waster.

Target Market

A group of individuals whom collectively, are intended recipients of an advertiser’s message.

Viral Marketing

Word-of-mouth marketing that is carried out voluntarily by a company’s advocates. Email has made this type of marketing very prevalent. Tools such as “send this page, article or website to a friend” encourage people to refer or recommend your newsletter, company, product, service or specific offer to others.

WAP (Wireless Application Protocol)

is an open international standard for the presentation and delivery of wireless information and telephone services on mobile devices. The most common use of WAP is accessing the Web from a mobile phone or PDA (Personal Digital Assistant).

Web Analytics

Web analytics is the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage.

Website Navigation

a web page element, usually located at the top, with links that help visitors to navigate through a website.

Website optimization

is the process of optimizing your website to perform better. Website optimization can include improving your website’s search engine rankings, reducing file sizes to speed up download times. It is much more than just including META tags. Your Keywords, Title, Image Alt text, Text, overall design, and its content all play an important role in determining how your website will rank.


In sales terminology, a whale is a prospect at least 10 times larger than your average sale. With B2B sales a whale prospect is often a company that’s far larger than your own.

Word Painting

A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.