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Marketing Glossary

TermDefinition
Agency Brief Package An artifact created internally that summarizes the direction for the agency to confirm an understanding between client and agency on objectives of a campaign, audience and what success looks like;
Accountable Delegates work and is the last one to review the task or deliverable before it's deemed complete. Accepts the consequences of the outcome. Responsibility cannot be shared.
Agile A flexible and adaptive approach that involves iterative development cycles and continuous improvement. Agile is more suitable to projects that have changing scope and need to respond to customer feedback.
Approver Final approver on a stage gate phase. Limited number of people, ideally one. Peers and key partners can and should be consulted as appropriate.
Asset Library An online repository that helps brands store, source, manage, and share critical digital files; can include vector files, images, color palettes, fonts, and other available resources needed for any marketing project.
Asset Tagging An inventory management strategy to better classify and describe the assets; Tags can be used to provide detailed information on an asset level. Assets can be manually tagged or with the automated tags.
Audience A specific group of customers that determined to be most likely to purchase a product/service; the focus for a marketing activity to reach or impact.
Audience-Specific Messaging Messaging tailored to specific audiences that is reflects the Purpose and Product Positionings.
Audio Marketing A marketing method where the output is audio content, versus written or visual content; Channel examples include Radio and Streaming Audio.
Created by: dfigs
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