Marketing Exam

Linear TV

Scheduled television programming watched at its planned broadcast time.

OTT (Over-the-Top)

Video or audio content delivered directly over the internet rather than through traditional cable or satellite providers.

CTV (Connected TV)

An umbrella term for internet-delivered television channels, often free, ad-supported, and structured like scheduled TV channels.

SVOD (Subscription Video on Demand)

A video streaming model where viewers pay a recurring subscription fee to access on-demand content.

AVOD (Advertising-Supported Video on Demand)

A video streaming service model funded primarily by advertisements rather than subscription fees.

FAST (Free Ad-Supported Streaming TV)

Free streaming television services that offer scheduled, channel-like linear programming supported by ads.

vMVPD (Virtual Multichannel Video Programming Distributor)

An internet-based service that bundles multiple live television channels into a single package (e.g., YouTube TV).

Network TV buy

A nationwide television advertising purchase broadcast across an entire network.

Spot TV buy

A television advertising purchase targeted specifically to selected local markets or designated market areas.

Syndicated TV

A television program licensed and sold directly to individual broadcast stations to air across different markets.

Product placement

The deliberate inclusion of a branded product or service within entertainment media content.

Sponsorship

A marketing partnership where a brand financially supports or formally associates with a specific program, broadcast, or event.

Run-of-station (ROS)

A broadcast advertising schedule where commercials are placed across agreed dayparts rather than locked into specific time slots.

Personality endorsement / live read

An advertisement delivered directly by an on-air host, integrating the promotional message organically into the show.

CPM (Cost Per Thousand)

The cost to deliver 1,000 ad impressions:

SEM (Search Engine Marketing)

Paid search advertising where marketers bid on targeted keywords to display sponsored ads on search engine results pages.

SEO (Search Engine Optimization)

The ongoing practice of enhancing a website to increase its visibility and ranking in unpaid, organic search results.

Search advertising

A digital ad format served directly in response to a user's active search query.

Display advertising

Visual promotions such as banners, images, or short videos placed across external websites and mobile apps.

Retail media

Advertisements placed directly on an e-commerce platform's website or app while consumers are actively browsing or shopping.

Mobile advertising

Digital ads targeted to mobile devices and apps, often utilizing features like location targeting or QR codes.

Programmatic advertising

The automated purchase and placement of digital ads via algorithms and real-time bidding.

Google Display Network (GDN)

A large-scale advertising network that distributes display ads across Google-owned properties and millions of partner websites.

Affinity targeting

A targeting technique that delivers ads to audiences based on their overall lifestyle, habits, and long-standing interests.

Intent targeting

Targeting users based on explicit digital signals showing that they are actively researching or preparing to purchase.

Behavioral targeting

Targeting audiences based on their tracked online actions, such as search histories, page visits, and click patterns.

Contextual targeting

Matching and serving an advertisement based on the specific content and topic of the webpage being viewed.

Impressions

The total count of times a digital advertisement is rendered and loaded on a user's screen.

CPC (Cost Per Click)

The average expenditure incurred for each user click on an advertisement:

CTR (Click-Through Rate)

The percentage of ad impressions that generate a click:

CPA (Cost Per Action)

The advertising cost required to generate a specific desired outcome or conversion:

ROAS (Return On Ad Spend)

A metric evaluating revenue generated for each dollar invested in advertising

Attribution

The analytical framework used to assign monetary value or credit to various touchpoints along the customer journey.

First-click attribution

A measurement model that assigns 100% of the conversion credit to the very first marketing touchpoint a customer encountered.

Last-click attribution

A measurement model that attributes 100% of conversion credit to the final marketing touchpoint immediately prior to conversion.

Multichannel attribution

An attribution model that distributes credit across several different marketing touchpoints that contributed to a conversion.

Owned media

Marketing assets and channels fully controlled and operated by the brand itself, such as its website or official blog.

Earned media

Unpaid publicity, mentions, word-of-mouth, and press coverage generated organically by external audiences.

Paid media

External advertising channels and promotional placements that a brand pays to leverage.

Influenced media

Content produced by content creators or influencers that merges paid sponsorship with the creator's personal trust and reach.

YouTube

A long- and short-form video platform leveraged for entertainment and education, reaching diverse age demographics.

Facebook

A social network known for personal sharing, local community groups, and established social networking.

Instagram

A visual social media channel centered around photography, video storytelling, lifestyle branding, and creator partnerships.

TikTok

A mobile video platform driven by viral audio trends, algorithmic discovery, and short-form creative entertainment.

X

A microblogging platform characterized by real-time conversational commentary, breaking news, and public discourse.

Snapchat

A mobile messaging platform designed around ephemeral photos and videos, augmented reality lenses, and close-circle interaction.

Call to action (CTA)

A specific instruction or prompt intended to provoke an immediate response from the user (e.g., “Shop now” or “Learn more”).