Bob Bly - The Marketing Dictionary for the 21st Century

Testimonials

When I first heard about Bobs Marketing Dictionary for the 21 st Century , I thought, Great! This will be a wonderful resource for the copywriting classes I teach. I frequently need concise definitions or key concepts in my classes or articles. This book fills the bill on that account. But when I looked closely at the book, I realized its much more than a dictionary. Its truly a complete overview of every aspect of marketing condensed to bite-sized chunks. Bobs book must be on every marketers, copywriters, and advertising persons bookshelf.

Will Newman, Copywriter, Copywriting Instructor

Bob, you had me at Aggregation! By the time I was only half way through the As I knew this book was a must have resource for anyone who is or strives to be a direct response marketer. This book will absolutely give all entrepreneurs, business owners and marketers a competitive edge.

MaryEllen Tribby, Best selling author, Reinventing The Entrepreneurs: Turning Your Dream Business into a Reality, Founder WorkingMomsOnly.com

Paging through Bob Blys Marketing Dictionary for the 21 st Century provides a marketing education in itself, as well as serving as a useful reference for the novice and professional marketer alike. I learned a lot just by turning the pages and scanning this book. Very useful.

Mark Ferguson, Numisma Publishing

Bob, Ive been reading and actually doing direct marketing my whole career, to my surprise I still found this really helpful, there were so many terms I didnt know and I even picked up a great marketing idea for a new project by learning something new.

Thanks Bob!

Blake Houser, Client Relations Manager

Bobs Marketing Dictionary is a great tool to quickly understand the constantly evolving Marketing Slang used in our industry. Now that I have it, I know it will save me time and spare me any confusion when dealing with partners and contractors.

Andrew Contreras, Athletic Greens

Like a carpenter or any other workman, a marketer uses specific and exact tools. When you know all the tools at your disposal... you can solve marketing problems much more quickly and easily. Youre not using the handle of a screwdriver to drive nails into wet concrete! The Marketing Dictionary for the 21 st Century explains these tools in a clear and understandable way. Opening the door to more successful marketing programs - and better communication with co-workers and managers who may not be tech savvy themselves.

Jesse Barton, Bridge Publications

This is the most comprehensive marketing dictionary Ive ever seen, and it is long overdue.

Jerry Montgomery, CEO, 5W Strategists, Inc.

Bob has once again delivered a great book to help marketers become more successful in their day-to-day projects. I have been following Bobs work since I read his excellent, The Copywriters Handbook: A Step-By-Step Guide To Writing Copy That Sells. The Marketing Dictionary for the 21 st Century contains a wealth of easy-to-understand marketing term definitions, which will come in handy to anyone in marketing, from entry-level to seasoned marketing professionals. Just look up some of those definitions, insert them in your next conversation about a marketing topic, and you will look sharp as a whistle! This broad marketing dictionary, which also includes definitions of the latest marketing-related technology terms, is a must-have in every marketing professional library.

Aliona Groh, Marketing Analyst Digital Media, Embraer Executive Jets.

The Marketing Dictionary
for the 21 st Century

Robert W. Bly

Published by Motivational Press, Inc.

1777 Aurora Road

Melbourne, Florida, 32935

www.MotivationalPress.com

Copyright 2016 by Robert W. Bly

All Rights Reserved

No part of this book may be reproduced or transmitted in any form by any means: graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage or retrieval system without permission, in writing, from the authors, except for the inclusion of brief quotations in a review, article, book, or academic paper. The authors and publisher of this book and the associated materials have used their best efforts in preparing this material. The authors and publisher make no representations or warranties with respect to accuracy, applicability, fitness or completeness of the contents of this material. They disclaim any warranties expressed or implied, merchantability, or fitness for any particular purpose. The authors and publisher shall in no event be held liable for any loss or other damages, including but not limited to special, incidental, consequential, or other damages. If you have any questions or concerns, the advice of a competent professional should be sought.

Manufactured in the United States of America.

ISBN: 978-1-62865-257-4

Table of Contents

For Robert Ringer Teacher, colleague, and friend

Acknowledgments

I want to thank my publisher, Justin Sachs at Motivational Press , for sharing my enthusiasm for this dictionary, and for all the fun I had doing it. Seldom have I enjoyed a book project more! Thanks also to Ilise Benun for suggesting many additional terms not in my first draft. And thanks to those who contributed ideas or terms including Eunice Dean, Bradley Irvine, Ron Schmidt, Shamus Brown, Mele Williams, Scott Martin, Dave Ryan, Penny Hunt, Steve Jolly, Louis Wasser, Ryan Healy, Gordon Graham, Richard Armstrong, Jack LaRue, Daniel Taylor, Paul Black, Len Bailey, Udo from Germany, and others I apologize to for failing to name here.

Several reference works served as sources for definitions including Heidelbergs Glossary of Printing Terms, Honeycomb Direct Mail Tips and Resources, Creative Commons Glossary of Internet Marketing Techie-Terms, Glossary of Marketing Definitions by Dr. Christine Koontz, Matthew Woodwards Internet Marketing & SEO Jargon Buster, Association of Advertisers in Ireland Glossary of Advertising Terms, IAB Interactive Advertising Wiki Glossary, Barrons Dictionary of Marketing Terms, Oxford Dictionary of Marketing, Successful Direct Marketing Methods by Bob Stone and Ron Jacobs, American Marketing Association Dictionary, and finally, Internet Marketing Dictionary by Tim and Chris Beachum.

Introduction

Thanks largely to several factors Including the advent of the Internet, the dominance of mobile technology, the proliferation of marketing channels, the rise of social media, the evolution of content marketing, the benefits of list segmentation, the growth of Big Data, and the ever-widening behavioral gap between the Baby Boomers and the Millennials, all of which are making marketing evolve at an unprecedented paceall marketing dictionaries published prior to 2016 are rapidly becoming obsolete. To keep you current with all the new developments, tactics, and concepts in modern marketing, we have published the Marketing Dictionary for the 21 st Century, the very book you now hold in your hands.

We believe the Marketing Dictionary for the 21 st Century is the most contemporary, up-to-date, and authoritative glossary of marketing terms on the market today. One reason is that the author is not just a professor or book author, but an active practitioner who has been deeply involved in marketing for 36 years, during which I honed my craft and expanded my marketing expertise that help make this dictionary up-to-date, specific, and practical. But in my past life, I was an adjunct marketing professor at New York University. And I have given marketing seminars all over the world. So, I understand what marketers need and want to know about the new marketing and have enhanced ways to explain these notions in clear, simple, and more importantly, in nontechnical language.