Much like a synopsis for a novel, but written for a website. You can see them under the website’s name in Google search results.

Not the toxic heavy metal though. Far from it, that’s the people you have touched with your ad. As a result, they completed a form, bought something, or at least clicked on a banner.

Like a cake has, but these are transparent and in Photoshop, used to compose an image. You layer them on top of each other or view them separately, which you can’t do with a cake.

It is a set of visual elements that make a brand recognizable and different from its competitors. It makes sure that at any time you could say, "Oh, I know who it is!"

National Consumer Promotion, which is a promotional campaign for the entire country.

This is a color model used to project images on screens. Every color is made by mixing the basic ones: Red, Green, and Blue.

Your brand’s Bible. It contains the style, goal, mission, positioning, philosophy, values, and the company’s language. Having a brandbook is crucial to create a consistent and rich image of the brand.

Kiosks, corner stores, open-air markets… Basically, any salespoint where you can haggle :)

An abbreviated name of a pharmaceutical distributor that convinces physicians to prescribe a particular brand of drug to their patients.

A marketing strategy aimed at conquering the ultimate consumer, who will become the driver of the increased demand for the product.

A passport of standards, which delineates clear rules for the usage of logos in any media. Business cards, advertisement posters, or a sign on the CEO’s office door. Like a designer’s cookbook, it tells you which color, typeface, or placing to use to get exactly what you want.

This is a color model, where Cyan, Magenta, Yellow, and BlacK. All colors in printing are made by mixing these four basic colors.

It is what it looks like. Figuratively, of course. It doesn’t talk out loud, using branded ads in the product placement zone. Thus, that’s ad placement in a shop.

Key Opinion Leaders. The superheroes in the world of healthcare professionals. Their superpower is special knowledge and public presence. That’s why they are perceived as figures of authority.

It’s not just what your brand says, but how it says it, and what impression it makes.

A clear and concise phrase with which a company makes a statement and communicates its goal.

An image made of a grid of pixels. Rasters can only be edited using professional design software.

A buzzword, which describes innovative models of marketing communication between representatives of pharma companies and medical practitioners.

That’s an influential person on social media. They have a large and loyal audience. Advertising via influencers is as good as on TV.

Click-through rate. This is a metric that tells you the ratio between those who saw the banner and those who finally clicked it.

A marketing ode to experience and impressions of the consumer. It’s Це маркетингова ода досвіду та враженням споживачів. A picture says a thousand words! Branded musical stairs in the middle of a city or a mock flight to Mars are examples of this.

Those advertisements that are placed all around the shop. They’re special because they can attract the gaze of customers as well as professional goalkeepers stop a curveball.

This isn’t just your usual chatbot. It’s a special one that uses neural networks to recognize images. For example, it can identify purchases in a receipt and give awards according to its pre-programmed algorithm.

A skillful fisher who knows where on the Internet the goldfish hides and which bait to use to catch it.

The marketing world’s symphony. It envelopes absentmindedly shopping consumers in a harmony of ads that help them pay attention to what they need in a shop.

Something about your audience that they relate to but haven’t been aware of. Some kind of a secret that gives the “that’s about me!” feel.

When you take off your stylish coat and reveal your no less stylish suit, you will thus increase the latter’s OTS and the number of compliments you get. The Opportunity to See — is a figure that points to the potential quantity of contacts with the ad in terms of various visibility factors.

A digital treasure chest. Data about various audiences from websites you’re connected to are automatically collected there. Thanks to DMP, you will have a precise understanding of your target audience and accurate communication with them.

A marketing strategy aimed at building distribution channels and securing the loyalty of retail networks, which will increase the demand for the product.

The sovereign of drugstore shelves, whose education makes them the most reliable guide to the world of drugs.

That’s the kind of content you can’t plan for, as it’s utterly unpredictable, like snow in summer, and has to be created when the opportunity arises.

A convenient word that can be used to quickly and easily find what you need. Except for love though, sorry. So that it’s easier to find it, the word always begins with a “#”.

Sounds like a hex, but it’s just a piece of an ancient Latin text which has almost all letters. It’s used as a placeholder text in design mock-ups to get a feeling of what the text will look like.

That’s a fancy word for supermarkets, minimarkets, and hypermarkets.

That’s when your ad is on a page, but it’s so natural that it doesn’t bother anyone.

It’s a format of social media posts where you can upload several photos at the same time instead of just one. Let them have it.

That’s sort of your colleagues in the field. Your army, quartered in the regions.

That’s the inspection of the product’s salespoints by special agents, who check if everything is laid out correctly on the shelves to start their convenient trip to the consumers’ shopping carts.

Cost per click - In this case, the advertiser pays for that fateful moment when a potential client clicks the banner.

Remember aspirin? When the legal armor of the original drug, its patent, expired. other drug manufacturers created generics of aspirin. Some added flavors or other additives, others just changed the shape.

Think what you want but in this context, it’s the degree to which a drug is represented on shelves in retail.

Cost per action. That’s when you pay not for views, but real interest or purchase of the product. Rather result-oriented, isn’t it?

Engagement Rate. If you imagine for a moment that a post on social media is a street performance, the ER coefficient is the percentage of those onlookers, who didn’t just watch but went all the way to tip the performers.

If your ads were first placed on digital banners, then on billboards, and, at the end of the campaign, in web apps, this figure would show you the total cover of your ads among all these media.

A visually clear type of model that allows a client to instantly get an understanding of what the product will look like in reality.

The magic wand in the world of e-commerce, which turns an e-shop from a pumpkin into an effective modern coach.

A drug that’s easier to buy than beer. No passport or prescription is required.

A drug, which even the kindest pharmacist won’t sell you without a prescription.

That’s like playing catch. You looked for a vintage deer sweater, and then it haunts you on other websites.

They buy it from you today, they buy it from you tomorrow, and even in a month, they will buy it from you. They’ll even recommend it to their friends. That’s because their loyalty to your brand is higher than the Himalayas.

Not the fishing term or the toy for children. In this context, it’s a small ad on a flexible stalk or spring that’s attached to a shelf.

The number of dots that can be placed in a line on 1 inch of the screen. Like how many things you can cram in your bag when you’re going on a vacation.

Unlike pineapple on pizza, there’s no controversy over essential medicines!

Imagine that you’re buying wine for a romantic date, but there’s no sommelier nearby to help you out. Most likely, you’ll stick to the wine you already know not to risk spoiling a nice date. That’s the brand awareness level.

Marketing activities encourage people to take some kind of action: click, take, scan, register. The Promo Response Rate is the indicator that measures the number of people who reacted.

Like an ultrasound of your future design. Freehand drawings of what to come.

If your campaign’s target audience is old women, the project’s affinity index in the media that caters to millennials will be dramatically low. That’s because your audience is unlikely to interact with that channel.

Bonuses for employees or partners for the fulfillment of the strategic KPI program.

Gross Rating Point — is the Zeus of advertising indicators. The biggest figure that points to the scale of your advertising influence. Simply put, it’s the number of times different people have seen this ad in different media throughout the campaign.

Cereals get stale if you eat them for breakfast every day. It’s the same with ads, they get stale and boring, that’s why advertising ideas have to be changed every once in a while, same as breakfasts.

Call to action. Motivates to buy it right now. Immediately!

This is a digital image format that accounts for geometric shapes (dots, lines, circles, polygons, curves, and so on). This format provides a lot of space to maneuver during editing.

A person who sorts out ads. They set up a campaign in a way to show your ads only to those who are really interested in the topic.

Nope, that’s not a remake of a popular song. This is the sum of all pairs of eyes who have seen your ad at least once.

Sausage-like, slightly elongated pills.

That’s when content gets shared as french fries in a group of friends. As soon as they are taken from the fryer, they get immediately eaten, and the consumers have already made a post on Facebook about the great time they had. Kind of free advertising.

Target Rating Point - If an advertising campaign was a game of darts, the TRP would be the number of hits. This figure describes the total rating of the campaign among the target audience.

Don’t be afraid of this bulky acronym. It’s simply the price of one percent of an ad’s contacts with the target audience.