| Word | Explanation | Dutch translation |
| Achieve sales targets | Make the aim for commerce succeed. | Verkoopdoelstellingen bereiken |
| Address a problem, to | To tackle a problem. | Een probleem aanpakken |
| Advertising budget | Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget. | Reclame budget |
| Advertorial | A graphical web advertising unit, typically a large headline or title extending across the full page with often measuring 468 pixels wide and 60 pixels tall. | Advertentie |
| Agency of Record | An advertising agency that has been officially designated as having responsibily for coordinating the promotion of one or more of an advertiser’s products and/or services. | Huis reclamebureau |
| Aggregate, to | An aggregator: someone or something
that collects; nowadays quite often collects news. |
Verzamelen |
| Audience Accumulation | The number of people, households, or organizations exposed to a single media vehicle over a designated period of time. | Kijkcijfers |
| Audit Bureau of Circulation | (Abbreviation: ABC) An organization that conducts audits of magazine and newspaper circulation numbers. | Bureau die de omloop circulatie controleert |
| Banner | A form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the web site of the advertiser. | Grafische reclame-uiting op internet. |
| Bill, to | To ask for payment. | Een rekening sturen |
| Billboard | An outdoor advertising display. | Een vorm van buitenreclame. |
| Brand identity | How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity. | Merk identiteit |
| Brand Manager | The manager responsible for the marketing and advertising of a brand. | Merk manager |
| Broadcast, to
|
To send out programmes on radio or television. | Uitzenden |
| Broadsheet | A standard size newspaper. | Formaat krant |
| Bulk Mailing | The mailing of a large number of identical marketing communication pieces at a reduced rate. (The quantity and other specifications required to qualify for bulk mail rates varies among different countries’ post offices.) | Grote (reclame)post verzending. |
| Business-to-Business | Selling/marketing to other businesses, rather than to end consumers. | Van bedrijf naar bedrijf verkoop |
| Business-to-business advertising | Advertising directed to other businesses, rather than to consumers. | Van bedrijf tot bedrijf reclame |
| Circulation | The circulation of a publication is the number of copies it sells or distributes within a fixed time period. | Het aantal verkochte en/of verdeelde exemplaren. |
| Click-Through Rate | The number of times a Web page ad is clicked on as a percentage of the number of times the ad is displayed. | Doorklik ratio |
| Commission, To | Someone to write or create something for you. | Opdracht geven |
| Company Culture
|
Company Culture is the term given to the shared values and practices of the employees. The actual culture may not match the published culture. | Bedrijfscultuur |
| Concern, to express | To say you are worried. | Zorg uitspreken |
| Contravene, to | To do something that is not allowed by law or rule | Overtreden |
| Controlled Circulation | Free distribution of a magazine or other publication to a list of people, households or organizations restricted by some defining characteristic such as occupation, industry, hobby, etc. | Gecontroleerde uitgave |
| Cooperative advertising | A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product. | Collectieve reclame |
| Cross-Selling | Encouraging existing customers to buy other products and services (as opposed to buying more of what they bought before). | Klanten nog meer producten laten kopen dan zij al deden. |
| Customer Attitude | A customer’s beliefs and feelings about a product, its attributes, the brand associated with it, and all aspects of the marketing mix applied to its promotion. | Aaname en gevoel van een merk of product. (houding) |
| Designated price range | A price range, officially mentioned. | Vooraf bepaald prijsbereik |
| Direct mail | Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company. | Gerichte mail |
| Disclose, to | To show openly. | Onthullen |
| Display advertising | A type of advertising that may, and most frequently does, contain graphic information beyond text such as logos, photographs or other pictures, location maps, and similar items. | Een (verlicht) reclamebord dat buiten een winkel hangt of binnen staat. |
| Edit | The process of assembling video clips, audio tracks, graphics and other source material into a presentable package. | Uitgeven |
| Eye tracking | A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements. | Oog volgen |
| Four P’s | Stands for Product, Price, Place (i.e., distribution), and Promotion. | 4 p’s |
| Gather data, to | To collect information. | Informatie verzamelen |
| Generic brand | Products not associated with a private or national brand name. | Algemeen merk |
| Giveaway | Promotional item given away to a prospective customer -typically at a trade show, conference or exhibition. | Gratis promotie product |
| Gravitate towards, to | To move towards something or somebody that you are
attracted to. |
Zich aangetrokken voelen tot |
| Hits | Occasionally “hits” is taken to mean the number of visits to a site. I.e., if one person comes to a site once, but looks at 10 pages during that visit, it would, under this use of the word, be counted as one hit. (The more accurate and more common term for this is “visits”.) | Aantal webpagina bezoekers |
| Image advertising | Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products. | Imago reclame |
| Incorporate, to | To include. | Ergens in opnemen |
| Infomercial | A television or radio commercial designed to look like a documentary or news story. The print or Web equivalent is known as an “advertorial”. | Radio of televisie reclame die lijkt op een documentaire of nieuws verhaal. |
| Integrated marketing communication | A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. | Geïntegreerde marketing communicatie |
| Launch a campaign, to | The start of a campaign for a product promotion. | Lanceren van de promotie van een product, dienst, bedrijf of idee door middel van een veelal gesponsorde boodschap. |
| Lettershop | A firm that undertakes the production and mailing of sales letters and other marketing communication vehicles on other organizations’ behalf rather than its own. | Een bedrijf die verkoopbrieven maakt en verstuurd voor andere ondernemingen |
| Lifestyle segmentation | Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles. | Levensstijl segmentatie |
| Literary agent | Represents authors and illustrators of fiction and nonfiction. | Literair agent |
| Logo | A graphic element used to identify a company, product, service, or brand. The logo is typically trademarked to protect it from use by other companies. | Beeldmerk |
| Macromarketing | A type of marketing in which a company adapts itself to uncontrollable factors within the industry. | Macro marketing |
| Market Research | The process of systematic gathering, recording and analyzing of data about customers, competitors and the market. Market research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new markets etc. | Marktonderzoek |
| Market Segmentation | Market segmentation is the process of dividing the market into groups such that individuals/businesses within each group share common characteristics. | Markt Segmentatie |
| Market Share | The percentage of the total market for a product/service category that has been captured by a particular product/service or by a company that offers multiple products/services in that category. In the latter case, the company may choose to look at share on both an individual product/service basis and on a company-wide basis. | Markt aandeel |
| Mass Media | Any form of communication produced by a few people for the consumption by many people. Mass media are channels of communication through which messages flow. As the messages go through the channels, they are distorted. When people receive media messages they have no opportunity for immediate feedback with the producers of the messages. | Media die een bereik hebben onder een groot publiek. |
| Media strategy | A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media. | Media strategie |
| Merge, to | To combine two or more things into one, often
Companies. |
Fusie |
| Minority Marketing | Marketing that specifically addresses minority groups (not necessarily visible minorities) within a larger population. | Marketing naar een bepaalde groep (specifieke gericht op deze groep) |
| Narrow casting | Using a broadcast medium to appeal to audiences with special interests. For example, the “Food Station” would be a narrowcast, because it appeals to an audience with a specific interest. | Smal bezetten |
| Nesting | Embedding one enclosure inside another before inserting it into an envelope. | Een bijlage in een enveloppe toevoegen |
| Non-profit marketing | The marketing of a product or service in which the offer itself is not intended to make a monetary profit for the marketer. | Zonder winst marketing |
| Paid Circulation | Distribution of a magazine or other publication to people, households or organizations that have paid a subscription fee. While the content of the publication tends to attract an audience with some common characteristics, the publication does not restrict readership based on those characteristics (see Controlled Circulation). | Betaalde oplage |
| Parity products | Product categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category. | Gelijkwaardige producten |
| Pay Per View | A type of Pay TV where viewers are charged each time they watch the special event or movie being broadcast. | De kijker betaalt per keer dat men kijkt |
| Persevere, to | To continue trying to do something despite difficulties. | Doorzetten |
| Pitch | A sales presentation where a proposal is presented to potential clients. | Verkooppresentatie. |
| Podcast | A digital media file, or a series of such files, that is distributed over the Internet using syndication feeds for playback on portable media players and personal computers. | Het verspreiden van digitale audio, video of software bestanden die er door speciale programma’s afgehaald worden om ze later te gebruiken. |
| Pop Up | A type of advertisement that is automatically displayed in a second smaller browser window apon loading or unloading a normal web page. | Een venster dat op een computerbeeldscherm verschijnt. |
| Positioning statement | A concise statement that clearly states a key message about a company/product relative to competitive companies/products. | Verklaring voor positionering ten opzichte van concurrerende bedrijven. |
| Potential market | A set of consumers who profess some level of interest in a designed market offer. | Potentiele markt |
| Product Placement | The prominent display of commercial products in films, TV shows and video games. | sluikreclame |
| Promotional mix | Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions. | Promotie mix |
| Prospect for, to | To go in search of. | Op zoek gaan naar |
| Psychographics | A term that describes consumers or audience members on the basis of psychological characteristics initially determined by standardized tests. | Psychologische grafieken |
| Psychological Pricing | Setting the price of a product based on the wanted public perception for that product. | Het prijzen voor een naar in verhouding redelijke prijs |
| Psychological segmentation | The separation of consumers into psychological characteristic categories on the basis of standardized tests. | Psychologische segmentatie |
| Public Relations (PR) | The process of planning, executing and evaluating programs that build public awareness and understanding of a company and its products/services by communicating through means other than paid advertising. | Managementfunctie die instaat voor het wederzijds begrip tussen een organisatie en haar publieksgroepen. |
| Publisher | The business head of a newspaper organization or publishing house, commonly the owner or the representative of the owner. | Uitgever |
| Qualitative research | A method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups. | Kwalitatief onderzoek |
| Reach | Percentage of a potential audience exposed to advertising one or more times during a given period. | Bereik |
| Recoup investments, to | To get your money back. | Terugverdienen van investeringen |
| Reference Group | A group of people or organization of which an individual respects, identifies with, or aspires to join, e.g., membership or associative groups. | Referentie groep |
| Response Rate | Percentage of responses received from a direct marketing campaign (typically the percentage of recipients who responded to a mailing). | Respons percentage |
| Retention | The action of keeping something. | Klantenbinding |
| Revised edition | A book that has been corrected or improved and then
published again. |
Herziene uitgave |
| Sales pitch | Talk that tries to persuade somebody to buy something. | Verkoopverhaal |
| Sales Promotion | A tactic intended to generate increased sales in a specified amount of time. The goal is usually a strong and rapid response from consumers. | Verkooppromotie |
| Search Engine | A program or website that enables users to search for keywords on web pages throughout the World Wide Web. | Een zoekmachine |
| Showcase, to | To present good qualities in an attractive way. | Ten toon spreiden |
| Slogan | The verbal or written portion of an advertising message that summarizes themain idea in a few memorable words–a tag line. | Slagzin |
| Sponsorship | Donating funds to an organization or event in exchange for supportive association in order to generate publicity. | Sponsoring |
| Suffer | An advertising enclosure that is included in another media, such as in a newspaper, invoice mailings, merchandise packages, etc. | Toegevoegde reclame bij een andere media vorm |
| Survey | An investigation into opinions, behaviour of a specific
group of people. |
Onderzoek |
| Tabloid | A newspaper approximately half the size size of a standard newspaper. | Kleiner format krant |
| Target market | A group of individuals whom collectively, are intended recipients of an advertiser’s message. | Doelgroep |
| Telemarketing | he use of telephones for selling. Telemarketing can be either outbound (the seller calls the prospective customer) or inbound (the prospect calls the seller, such as calling a toll-free number in response to an ad). | Telefonische marketing, |
| Unique selling proposition | The unique product benefit that the competition can not claim. | Uniek verkoop plan |
| Violation of privacy | Disturbance or disrespect of somebody’s privacy. | Schending van de persoonlijke levenssfeer |
| Viral Marketing | A marketing technique whereby Web site visitors or e-mail recipients are encourage to pass along the company’s marketing message to friends, colleagues and/or family, thereby creating exponential growth in the message’s reach. | Doorgeven van reclame via klanten zelf (per e-mail of mond tot mond reclame) |
| Vision | A guiding theme that articulates the nature of the business and its intentions for the future, based upon how management believes the environment will unfold. A vision is informed, share, competitive and enabling. | Visie |
| White Space | Blank area on a page. (Despite the name, it may be a solid color rather than white.) | Witte ruimte |
| Word of mouth advertising | Advertising that occurs when people share information about products or promotions with friends. | Mond-tot-mond reclame |
