A blurb is a short promotional description or summary found on books, DVDs, CDs, or other media, typically on the back cover, packaging, or inside a dust jacket. It is designed to capture the audience's attention by highlighting key aspects of the content, such as the story, themes, or main features. Blurbs often include quotes or recommendations to boost appeal. Whether on a book, DVD, or CD, the blurb provides a quick overview to entice potential readers, viewers, or listeners.

What is a "blurb"?

blurb

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A want ad is a short advertisement, usually found in newspapers or online platforms, where individuals or businesses express their need for something, such as a job position, item, or service. It typically includes a description of what is needed, contact information, and sometimes additional details like location or price. Want ads aim to connect the person or business making the request with those who can fulfill it.

What is a "want ad"?

want ad

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A banner ad is a type of online advertisement that typically appears as a rectangular image or graphic displayed at the top, bottom, or sides of a webpage. It is designed to attract attention and promote a product, service, or brand. Banner ads often include a call to action, such as "Learn More" or "Buy Now," encouraging users to click and visit the advertiser's website. These ads can be static or dynamic, with animations or interactive elements. The goal of a banner ad is to increase brand visibility, drive traffic, and generate leads or sales.

What is a "banner ad"?

banner ad

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A classified is a small advertisement typically organized into specific categories, such as jobs, real estate, or services, and found in newspapers or online platforms. It is used by individuals or businesses to buy, sell, or promote goods, services, or opportunities. Classified ads are brief and straightforward, making it easier for readers to find what they are looking for.

What is a "classified"?

classified

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An advertorial is a type of advertisement that is designed to resemble a regular editorial or news article, blending promotional content with the style and format of journalistic writing. It aims to inform or entertain the reader while subtly promoting a product, service, or brand. Advertorials are usually found in newspapers, magazines, or online platforms, and they are often labeled as "sponsored" or "advertisement" to distinguish them from regular editorial content. The goal of an advertorial is to engage the reader more deeply than traditional ads while providing valuable information that supports the promotional message.

What is an "advertorial"?

advertorial

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An infomercial is a type of television commercial that is longer than a typical advertisement, often lasting anywhere from a few minutes to half an hour or more. It is designed to provide detailed information about a product or service, explaining its features, benefits, and how it works. Infomercials often use demonstrations, customer testimonials, and persuasive messaging to encourage viewers to purchase the product. They are typically shown during off-peak hours and aim to inform and convince the audience to take immediate action, such as calling a number or visiting a website.

What is an "infomercial"?

infomercial

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Pyramid selling is a business model where participants earn money primarily by recruiting others into the scheme rather than selling products or services. New recruits often pay a fee to join, and a portion of this fee goes to the person who recruited them, forming a structure resembling a pyramid. This model is usually unsustainable because it relies on constantly adding more participants, and those at the bottom often lose their investment.

What is "pyramid selling"?

pyramid selling

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A gimmick is a special trick, device, or strategy designed to attract attention, make something more appealing, or increase its popularity. It is often seen as clever or eye-catching, but it may not have lasting value or substance. Gimmicks are typically used in marketing or entertainment to create a quick impression, but their appeal may fade once the novelty wears off.

What is a "gimmick"?

gimmick

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Product placement is a marketing strategy where a brand or product is subtly included in movies, television shows, video games, or other media content. Rather than being advertised directly, the product is integrated into the storyline or environment in a natural way, making it part of the content. This can involve actors using a product, a logo appearing in the background, or a product being mentioned in dialogue. The goal of product placement is to increase brand awareness and influence consumers by showing the product in a real-world context without traditional advertising methods.

What is "product placement"?

product placement

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Direct marketing is a form of advertising where businesses communicate directly with potential customers, bypassing intermediaries like retailers or media outlets. This can be done through various channels such as emails, phone calls, direct mail, or text messages. The goal of direct marketing is to generate a direct response from the recipient, such as making a purchase, signing up for a service, or requesting more information. It allows businesses to target specific groups of people, track their responses, and tailor their messages to individual needs, making it a more personalized and measurable form of marketing.

What is "direct marketing"?

direct marketing

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Telemarketing is a form of direct marketing where businesses use phone calls to reach potential or existing customers in order to promote products, services, or special offers. It typically involves calling a list of people and encouraging them to make a purchase or take some other action. Telemarketing can be done by live agents or automated systems and is often used for sales, customer surveys, or appointment scheduling. It is a direct and personal way to engage with customers but can be seen as intrusive if not done appropriately.

What is "telemarketing"?

telemarketing

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Viral marketing is a strategy that encourages people to share a marketing message, content, or advertisement with their friends, family, or social networks, creating a rapid spread of information. The goal is to make the content so interesting, entertaining, or engaging that it is shared widely, often without the need for paid advertising. Viral marketing can include videos, social media posts, memes, or challenges that capture attention and prompt users to pass the message along. It relies on the power of word-of-mouth and the sharing nature of online platforms to reach a large audience quickly.

What is "viral marketing"?

viral marketing

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An elevator pitch is a brief and clear summary of an idea, product, or business that can be delivered in the time it takes to ride an elevator, typically around 30 to 60 seconds. The goal is to quickly capture the listener's attention and convey the most important points in a way that sparks interest, often with the aim of gaining further discussion or action. An elevator pitch is concise, persuasive, and focuses on the key value or benefit.

What is an "elevator pitch"?

elevator pitch

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Branded content is a marketing strategy where a company creates content that is specifically designed to promote its brand or products while providing value or entertainment to the audience. This content can take various forms, such as articles, videos, podcasts, or social media posts, and is often created in collaboration with influencers, publishers, or content creators. Unlike traditional ads, branded content focuses on storytelling or offering useful information rather than directly pushing a product. The goal is to build a connection with the audience and enhance brand awareness through engaging and relevant content.

What is "branded content"?

branded content

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Dark advertising refers to online ads that are targeted to specific users but are not visible to the general public. These ads are often shown to select individuals or groups based on factors like demographics, behavior, or interests. The term "dark" refers to the fact that the ads are hidden from public view, making them exclusive to the targeted audience. Dark advertising is commonly used on social media platforms, where advertisers can run highly targeted campaigns without the ads being displayed to everyone. It allows for more personalized marketing, but the ads remain invisible to other users who are not part of the targeted group.

What is "dark advertising"?

dark advertising

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Conversion rate optimization (CRO) is the process of improving a website or online campaign to increase the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or downloading a file. This involves analyzing user behavior, testing different versions of web pages, and making adjustments to elements like design, content, or call-to-action buttons to make the experience more user-friendly and encourage conversions. The goal of CRO is to get the most value from website traffic, ensuring that a higher number of visitors complete the desired actions.

What is "conversion rate optimization"?

conversion rate optimization

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Native advertising is a form of online advertising that blends in with the content around it, making the ad feel more natural and less intrusive. These ads are designed to match the style, format, and function of the platform where they appear, such as sponsored articles on news websites, promoted posts on social media, or in-feed ads on apps. Unlike traditional ads, which are clearly distinguishable from regular content, native ads aim to provide value to the audience while subtly promoting a product or service. The goal is to increase engagement by delivering ads in a way that feels relevant and non-disruptive.

What is "native advertising"?

native advertising

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Engagement marketing is a strategy focused on building strong relationships between a brand and its customers by encouraging active participation and interaction. Rather than simply promoting products or services, engagement marketing aims to involve customers in the brand experience, making them feel more connected. This can be done through activities like social media interactions, contests, polls, personalized content, and customer feedback. The goal is to create meaningful and lasting connections that drive customer loyalty, brand advocacy, and increased sales by making customers feel valued and involved in the brand’s journey.

What is "engagement marketing"?

engagement marketing

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Guerrilla marketing is an unconventional and creative marketing strategy that aims to achieve maximum impact with minimal resources. It often involves surprise tactics, unique campaigns, or engaging experiences that attract attention and encourage word-of-mouth. This approach relies on creativity rather than a large budget and often targets specific audiences in unexpected places, creating memorable and buzz-worthy moments.

What is "guerrilla marketing"?

guerrilla marketing

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Remarketing is a marketing strategy that targets individuals who have previously interacted with a brand or visited its website but did not make a purchase or complete a desired action. This strategy involves showing ads to those individuals as they browse other websites or use social media, reminding them of the brand or product they viewed. Remarketing helps keep the brand top of mind and encourages potential customers to return and finalize their decision. It can be done through display ads, emails, or other online platforms, with the goal of converting previous visitors into actual customers.

What is "remarketing"?

remarketing

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A positioning strategy is a marketing approach that focuses on creating a distinct image or identity for a product, brand, or service in the minds of consumers. The goal is to highlight unique features, benefits, or values that set it apart from competitors. This strategy involves identifying the target audience, understanding their needs, and positioning the product in a way that appeals to those needs, often by emphasizing quality, price, or innovation. The aim is to make the product seem more attractive or relevant to the audience.

What is a "positioning strategy"?

positioning strategy

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to upsell

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Zero moment of truth (ZMOT) refers to the point in the buying process when a potential customer first interacts with a brand or product online, usually before making a purchase decision. It happens after a person becomes aware of a need or problem and starts searching for solutions, often through search engines, reviews, social media, or other online resources. ZMOT is important because it influences how consumers perceive and evaluate options before they make a final choice. Marketers aim to engage customers during this moment by providing helpful, informative, and persuasive content to guide them toward making a purchase.

What is "zero moment of truth"?

zero moment of truth

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Hyper-personalization is an advanced marketing strategy that uses data and technology to deliver highly tailored content, products, or services to individuals based on their unique preferences, behaviors, and interactions with a brand. This goes beyond traditional personalization by leveraging real-time data, such as browsing habits, purchase history, and social media activity, to create a more relevant and engaging experience. Hyper-personalization aims to make customers feel like the brand understands their specific needs and desires, increasing the likelihood of customer satisfaction, loyalty, and conversion. It is often used in email campaigns, website content, and product recommendations.

What is "hyper-personalization"?

hyper-personalization

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niche

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Here you will learn all the essential words for talking about Marketing and Advertisement, collected specifically for level C2 learners.

Mots anglais pour "Marketing et Publicité" | Vocabulaire C2