Marketing Glossary

  Terms beginning with s
page: 1 | 2 | »»
Saddle Stitch
A publication binding method using staples in the fold of the pages.
Contributed by: MarcommWise Staff
Sales Promotion
All forms of paid communication that are attributed to a sponsor but are not advertising or selling. It includes, among other things, "cents off" coupons, samples, point-of-purchase materials, demonstrations, etc.
Contributed by: MarcommWise Staff
Salting
Placing names in a mail, telephone or e-mail list solely for the purpose of tracking the use of the list to ensure that the list purchaser or renter does not break the sales or rental contract. (Synonym: "Seeding"). A name so placed is called a "decoy" (a real name) or a "dummy" (a fictitious name).
Contributed by: MarcommWise Staff
sampling error
When doing market research using surveys, the sampling error is the difference between the results of the survey and the result that would have been seen if the entire market had been surveyed rather than just a sampling of it.
Contributed by: MarcommWise Staff
Search Engine Optimization
Abbreviated as SEO, it is a rigorous, scientific methodology to:
  1. Analyze search engine behavior to try to figure out the algorithms the search engine uses to set the position of each found Web page in the search engine results.
     
  2. Use that knowledge to tweak Web page content to improve the position of the page in search engine results.
Companies want to improve their search results position because links near the top of the first page of results are much more likely to be clicked on than, for example, results on the bottom of the 23rd page. And getting people to visit your Web site is a required starting point for getting them to look at the promotional material that you have on your site and convincing them to buy from your site.

SEO should be a rigorous and scientific discipline, but, with so many companies so hungry to improve their search engine position, a great many fly-by-night search engine optimization companies and individual "experts" have gone into the business with little research or rigor. Because there have been reports of search engine companies manually penalizing Web sites that blatantly try to subvert the search engine's ranking algorithm, a ham-fisted attempt at SEO could actually end up greatly hurting the positioning of a Web page.
Contributed by: MarcommWise Staff
Seasonal Rating Adjustment
An adjustment to rating numbers to reflect seasonal differences in viewership/listenership. Factors that may be compensated for include weather, holidays, etc.
Contributed by: MarcommWise Staff
Seed
Contributed by:
See: Seeding
Seeding
Placing names in a mail, telephone or e-mail list solely for the purpose of tracking the use of the list to ensure that the list purchaser or renter does not break the sales or rental contract. (Synonym: "Salting"). A name so placed is called a "decoy" (a real name) or a "dummy" (a fictitious name).
Contributed by: MarcommWise Staff
Segment
Contributed by: MarcommWise Staff
See: Market Segment
Segmentation
Market segmentation is the process of dividing the market into groups such that individuals/businesses within each group share common characteristics.

The purpose is to: prioritize segments of the market to improve marketing profitability and to provide a means to choose the most appropriate communication media and messages for each unique market segment.
Contributed by: MarcommWise Staff
Self-Mailer
An advertising piece that is sent by mail, but which does not require an envelope. The addressing and postal payment information is printed on the outside of the piece.
Contributed by: MarcommWise Staff
SEO
Search Engine Optimization
Contributed by:
See: Search Engine Optimization
Separation
The separating of a full-color image into the primary printing colors in positive or negative form. By overlaying the separations in the printing process, using the correct primary color for each, the result is a full color reproduction of the original.
Contributed by: MarcommWise Staff
Shelf Talker
A small promotional sign or card that sits on the shelf where a product is displayed.
Contributed by: MarcommWise Staff
Short Rate
A fee paid by an advertiser if it fails to buy the contracted volume of media space or time. The fee is charged because the advertiser received a reduced rate based on the contracted volume.
Contributed by: MarcommWise Staff


page: 1 | 2 | »»


Click on a letter to find terms starting with that letter:
0-9|A|B|C|D|E|F|G|H|I|J|K|L|M|N|O|P|Q|R|S|T|U|V|W|X|Y|Z

Or, search the glossary:

Match: any word     all words

Help the Glossary Grow!

Click here
to add a definition. We credit contributors of accepted definitions with, at your option, an e-mail and/or Web link.