From ABC customer analysis to awareness: marketing terms and abbreviations with A
What is ABC customer analysis all about? What is bounce rate, affiliate marketing and awareness? What is the AIDA formula, ad impressions and added value all about? In our glossary, we explain important marketing terms and abbreviations beginning with A - sorted alphabetically so you can find them quickly.
Marketing glossary: A - B - C - D - E - F - G - H - I - J - K - L - M - N - O - P - Q - R - S - T - U - V - W - X - Y - Z
- ABC customer analysis
In this business analysis method, customers are divided into categories based on their importance to the company: In ABC, here A stands for "very important", B for "important" and C for "less important". In this way, the customers with the highest turnover can be distinguished from those with the lowest turnover.
▶ Video recommendation: ABC customer analysis and customer lifetime value
- Above the line (ATL)
This refers to classic, directly recognizable advertising. This includes, for example, radio and television commercials, newspaper ads or billboard advertising. The advantage of above-the-line marketing is the wide reach with which you can address many potential customers. The opposite is below-the-line advertising.
- Sales channel
The sales channel represents the various distribution channels through which a product reaches the end consumer from the manufacturer. There are two types of distribution channels: direct distribution, for example through e-commerce or direct sales, and indirect distribution, for example through sales to retailers or franchising.
- Bounce rate
The bounce rate reveals how many visitors leave a website after the first visit. The analysis of this key figure provides important information for optimizing the website - for example with measures that make the website more attractive and easier to use for users and thus lead to an improved user experience.
- AdClicks
How often was an online advertising banner clicked on? AdClicks reveal it. This key figure provides proof of whether an online advertising campaign is successful or not. The majority of online marketing campaigns are now based on the calculation of AdClicks.
- Added value
Added value stands for the additional customer benefit of a product or service. With added value, a company can create a unique selling point for its offering that sets it apart from the competition. In online marketing, added value for websites and marketing campaigns can be the decisive aspect that ultimately triggers success.
- Ad impressions
Adimpressions refer to the number of times an advertisement is displayed on a website. They help advertisers to determine how often their advertising material was visible. This can be a banner, for example. It can be displayed several times per page view. The evaluation provides information about the success of the advertising material used.
- AdWords/Google Ads
AdWords or Google Ads is Google's in-house online advertising program. It allows advertisers to book paid web ads. They are displayed precisely on Google as soon as a user shows interest in the advertiser's offers by entering a corresponding search term.
- Affiliate marketing
Affiliate marketing means partner marketing. The basic principle is clear: a company selects one or more partners, i.e. affiliates, and advertises its products and services on their websites. The affiliates in turn receive a commission. Affiliate marketing is an effective means of data-supported marketing that can be used to target measures in a more targeted, personalized and successful way.
- AIDA formula
AIDA is the abbreviation for: Attention, Interest, Desire, Action. The formula describes the effect of successful advertising based on four different phases: First, it attracts the attention of the target group (Attention). Then it arouses interest in the product or service (interest). If a desire develops from this (Desire), this finally leads to an action, which results in a purchase or booking, for example.
- Analytics (Google)
Google Analytics is a comprehensive analysis tool for websites. The data collected can be used to track the behavior of website visitors. For example, the tool examines how long visitors stay on the site, their origin and whether they came to the site from a search engine. This allows the success of websites or advertising campaigns to be measured in detail. However, the service has no longer been permitted in Europe since 2022 for data protection reasons.
- Awareness
When we talk about awareness in marketing, we usually mean brand awareness. Marketing designed accordingly focuses on the brand with its image and unique selling points. This strengthens the brand's image - and creates a stronger bond with the target group.
Marketing terms A: bounce rate, affiliate marketing, awareness
