Supercharge your marketing skills with this must-have vocabulary resource.

Marketing Magic: Key Words and Expressions for Success

Someone who buys a product. Such products are usually physical, like household goods or food. Customers also buy electronic products, such as ebooks or software.

Someone who buys services from businesses like power companies, law firms, or healthcare providers.

A specific symbol representing a brand, such as Amazon’s “smile,” Mitsubishi’s “three diamond” symbol, or Lacoste’s green alligator.

A short statement that promotes a brand and its image. Famous examples of slogans include Nike’s “Just do it,” LG’s “Life’s good,” and Apple’s “Think different.”

A short, catchy tune with memorable lyrics that promote a specific product or service, like McDonald’s “I’m lovin’ it,” Nationwide Insurance’s “Nationwide is on your side,”

This stands for “Business to Business” sales.

“Business to Consumer” means marketing goods or services to the general public (individual consumers).

A fictional character created by marketers to reflect the interests, income, education levels, and spending habits of a company’s typical customers.

This is a series of related advertisements on a certain theme that are shown over a limited period.

The purchase of advertising space from third-party media outlets for an ad campaign.