Above-the-line (ATL) – Promotional activities aimed towards a large audience carried out through mass media such as television, radio, newspapers and magazines; also referred to as “traditional advertising”

Activation – See Brand Activation

Below-the-line (BTL) – Promotional activities with a more one to one brand building strategy that may involve point-of-sale displays, brochure marketing, direct mail, coupons, gift-with-purchase, raffles, rebates, loyalty rewards and so on. It could also refer to trade marketing and events, road shows, product demos and sampling at public places such as malls, barangay halls and supermarkets.

Brand Activation – Interactions that bring the brand promise to life to the consumers through live experiences engaging physical participation with measurable business results. A key factor is that it goes beyond having an event or live experience (See Experiential Marketing). A brand activation must bring the brand value to life and prove it.

Buzz Marketing – Marketing and promotional activities that capture the attention of consumers and the media so that talking about your brand becomes entertaining and newsworthy. It is intended to create what the name says—“buzz” for the brand.

Digital Marketing – The promotion of products or brands through electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. While the In ternet is considered a major component of digital marketing, it also includes text messaging, mobile instant messaging, mobile apps, podcasts, digital television and radio channels, etc. By no means is Digital Marketing synonymous with Viral Marketing.

Direct Marketing – A form of advertising wherein a brand delivers information about a product or service straight to the consumer, which also makes the results highly measurable. Direct marketing comes in many formats including handouts like brochures and flyers, email, telemarketing, and postal mail.

Experiential Marketing – A.k.a. events marketing, on-ground, engagement or live marketing, directly engages consumers in live activities. In contrast to brand activations, which must “activate” the brand value and prove it, experiential marketing’s focus is to encourage consumer participation in activities which may not necessarily bring the brand promise to life.

Grassroots Marketing – Another term for Guerilla Marketing; it’s marketing that starts from the ground up

Guerrilla Marketing – The use of low-cost unconventional marketing techniques that initially target a small group, slowly spreading to a larger audience

Influencer Marketing – A form of marketing that puts the focus on specific key individuals (or type of individual) who have a lot of followers whom they can influence and thus help spread the word about a product or service.

Online Marketing – Marketing that harnesses the internet and all its different facets to connect with consumers. This includes but is not limited to the use of apps and websites, blogs, social networks, forums, videos, SEM, PPC, UGC, podcasts, RSS feeds, webinars, online banner ads and downloads. It also includes marketing done via e-mail and wireless media. Management of digital customer data and electronic customer relationship management (ECRM) systems are also often classified under online or internet marketing.

Mobile Marketing – The distribution of any kind of promotional or advertising messages to consumers through wireless networks or personal mobile devices such as smartphones

Out-of-Home (OOH) Advertising – Marketing that focuses on reaching consumers while they are outside of their home or are “on the go”. It covers outdoor advertising formats—such as billboards, lamp post banners and transit ads—found in public places, in transit, waiting areas, and certain commercial locations.

Public Relations (PR) – A strategic communication process that builds a mutually beneficial relationship between an organization and the public. It is the planned and sustained effort of an organization to establish and maintain a good reputation and goodwill in order to maintain a certain image in the public eye. Common activities include working with the press and bloggers.

Shopper Marketing – Marketing programs that reach shoppers inside the retail environment. It involves strategic approaches to enhance in-store experiences, engaging shoppers more meaningfully at the point of purchase to increase sales and loyalty.

Stunt Marketing – A tactic in which the object is to draw attention to the marketing activity itself, rather than the benefits of the brand. Not necessarily brand building or sales boosting, but it creates noise for the brand.

Through-the-line Marketing – Marketing activities that employ ATL and BTL as well as digital components for maximum brand reach

Word-of-Mouth Marketing (WOMM) – Literally, it means getting consumers to spread the word about an experience they had with your product to others through conversations. It is hinged on it beginning from a first-hand experience with your brand that gets shared through stories. WOMM facilitates conversations with and between consumers, turning them into advocates.

Viral Marketing – A type of marketing technique that relies on and encourages people to pass along a marketing message by word-of-mouth and/or digital channels. It is designed to disseminate information very rapidly by making it likely to be passed from person to person whether through electronic means or offline conversations. It is something aspired for and aimed for–but cannot be controlled, predicted or guaranteed.