English exam preparation
Definitions
Open rate Opened email
Click-to-open rate Opened + clicked on CTA
Click-through rate People who received + clicked on CTA
Conversion rate People who did what you wanted them to do
Single opt-in Enter 1 thing (email)
Double opt-in Enter email + confirm on email you receive
Brand voice Personality (bubbly, serious), always the same
Brand tone How you express personality, on brand communication with nuance
(context)
Cultural sensitivity Inclusion, acknowledge different cultures, respect, aware of differences
and similarities, marketeers should focus on it
Opinion A thought or belief about something or someone
Motivation marketing Engaging staff and gets them interested by using events or incentives
Staff turnover People leaving the company
Incentive scheme All incentives given by company (+ measure staff reaction)
Incentive schemes (cash Bonus, salary, raise
incentive)
Incentive programmes Car, health insurance, gift cards, coupons, travel opportunities, flexible
(non-cash incentives) hours, home office, …
Merchandising Marketing practice in which the brand image of one product (core brand),
is used to sell another product (goal: increase retail sales)
Merchandise Derived products of certain brand. e.g. Disney sells jumpers of mickey
mouse
POS Point-of-sales
Promotional merchandise
In-pack offers Items inside the packaging (toy in box breakfast cereal)
On-pack offers Gifts, including money-off offers and competitions, promoted
packaging, obtained by following the instructions given. (like register
online)
Freebies/goodies Promotional items given away, such as free perfume samples or sun hats
with the company logo or tote bags)
Corporate gifts Luxury items with company logo, given to special clients or VIPS.
(company gifts)
Ambush marketing If you don’t ask for permission to use a certain brand name, person or art.
Cross marketing Beneficial for both parties, both have extra sales, brand awareness
Descriptive design Sees an image to depict, or represent, the company’s name or business.
(batman logo) (old Starbucks logo because name is mentioned) (or
burger king because they have picture of hamburger -> mentions what
product they are selling)
Abstract design Symbolic representation doesn’t show a product or service. (The Nike
Swoosh) (now Starbucks doesn’t mention name or product, only the
mermaid (the mermaid does not show what they are selling)) (or apple
logo)
Typographic the company’s name or initials. Good examples are the Ford Motor
design/logotype Company or the Golden Arches of McDonald’s.
Taglines Slogan like “happiest place on earth” from Disneyland
1
