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At MarCom Guru, we strive to be acronym-free and user-friendly for our business- and sales-minded clients. Even so, bits of marketing lingo inevitably find their way into our conversations. This LIST OF COMMON TERMS will help you navigate the realm of marketing communications with us.
Looking for something that's not here? We welcome general marketing queries via email to theguru@marcomguru.com.
| 4 P's. |
Product, Price, Place, Promotion.
The original strategic marketing mix as defined in 1948. More "Ps" have been added over the years, e.g. packaging and personnel. By offering a product with the right combination of P's, marketers are said to improve results and effectiveness. |
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| Call to Action. |
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| CMYK. |
Cyan, Magenta, Yellow, Black.
Also called "four-color process." A subtractive color model, combined in various ways to create virtually any color in print. See also RGB and PMS. |
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| CRM. |
Customer Response Management. |
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| Demographic. |
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| MarCom. |
Marketing Communications.
Messages and media used to communicate with a market. Traditionally, marcom practitioners focused on the creation and execution of printed marketing collateral. Marcom has evolved to use strategic elements of branding and marketing in order to ensure consistent message delivery. |
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| PMS. |
Pantone Matching System.
A
proprietary color space for everything from print to paint to fabric. PMS allows designers to color-match when a design goes into production. See also RGB and CMYK. |
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| Positioning. |
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| RGB. |
Red, Green, Blue.
An additive color model, combined in various ways to reproduce other colors. PC monitors display RGB. See also CMYK and PMS. |
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| ROI. |
Return on Investment. |
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| Segments. |
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| STP. |
Segmentation, Targeting, Positioning. |
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| Usability. |
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