Breef Glossary

A subconscious reaction to something (an ad, social post, email, etc.) that influences or triggers conscious behaviors (i.e. making a purchase, engaging on social, etc.). Crucial in the customer journey to ultimately making a purchasing decision.

Google's post-cookie advertising platform. Though the timeline of cookie deprecation continues to change due to the intricacies involved in the data shift, the current expected rollout is mid-2025.

The process of promoting and selling a specific product, focusing on positioning and messaging.

Overseeing a campaign, event or photoshoot from A-Z. Those in production work closely with creative directors to execute designs and marketers to make sure their strategy comes to life. They help with everything from casting to location scouting and run-of-show.

Automated media buying — i.e. purchasing ads using automated tech and algorithms. The benefits? Low-cost, large-scale reach and real-time data.

A high-level overview of a client’s needs inclusive of goals, timing + key considerations.

Making sure your brand is seen, heard and validated. Getting the word out about a business or an individual to shape public image + reputation. Breef Tip: PR is a long game. You’ll need a strategy, strong message and relationships.

A marketing strategy where efforts are focused on promoting a brand's core values, mission and social responsibility — aligning with causes or principles that resonate deeply with their audience.

A financial metric evaluating the profitability of an investment.

A buzzy portmanteau that you've likely heard only recently — the idea of 'rawthentic' marketing emphasizes the cultural shift to raw, authentic and unfiltered content winning with consumers (over highly produced, polished content).

When an existing customer recommends a product or service to others, often incentivized by rewards.

A marketing strategy that targets ads at users who have previously interacted with your website.

The practice of shaping public perception of a business or individual by monitoring and managing feedback.

Emails designed to be visually appealing and functional across all devices, especially mobile.

Designing websites to ensure they automatically adjust and optimize across various devices.

Retargeting, also called personalization, is aimed at directing an internet user back to a website they left via tracking browsing behavior to deliver customized advertising. Cookies, for example, can be used to deliver ads to users after they leave a website.

A measure of revenue generated for every dollar spent on advertising.

Is it worth the money? Find out with this classic metric, which is calculated by dividing an investment’s return (total value minus cost) by its cost. If this percentage is positive and high, your investment is likely pulling its weight.

Like the weather, but better. The process of estimating future revenue. Usually takes into account past revenue trends, market conditions and other factors to predict how much money a company is likely to earn in the future.

It’s complex, and stands for "search engine optimization.” SEO is the art + science of improving a site's visibility to help it rank higher on a search engine's unpaid results page through use of strategic content, key words, meta descriptions and links.

The page displayed by a search engine in response to a user's query.

Simply put, text messaging. An opt-in marketing channel used to communicate with leads + customers to keep brands top of mind and drive repeat sales / interactions. Very successful with core, repeat customers. How will SMS save the day? Conversion + revenue.

Statement of Work. This is the final agreement outlining project goals and deliverables, keeping you and your client on the same page regarding deadlines, scope of work and expectations.

A shopping experience that allows consumers to make purchases on their TV — often through QR codes or features that have been added to streaming platforms. For example, Peacock's AI integration that allows users to shop for products that they see in a shows.