A marketing and media glossary: definitions with examples from Uzbekistan’s market practice.
In plain words: How many ad views did we get in total if we add up all the airings?
Total campaign rating — the sum of ratings across all ad placements. Shows total contact volume without counting repeat views.
In plain words: How many of those ad views actually reached the right audience?
Rating among the target audience. What matters is not how many people saw the ad, but how many were the right ones.
In plain words: How many people saw the ad at least once?
Share of unique individuals from the target audience who saw the ad at least once. In % or thousands.
In plain words: How many times did the average person see the ad?
Average number of ad contacts per person. GRP ÷ Reach = Frequency.
In plain words: How much does it cost to show an ad to a thousand people?
Cost per 1,000 contacts. The universal metric for comparing channels by price.
In plain words: What share of people who saw the ad clicked on it?
% of users who clicked the ad out of those who saw it. Measures engagement.
In plain words: How much does one purchase or sign-up from ads cost?
Cost of one target action — a purchase, sign-up, or lead. The core performance advertising metric.
In plain words: How much money does each dollar spent on ads bring back?
Revenue per unit of ad spend. ROAS = Revenue ÷ Budget × 100%.
In plain words: How visible is the brand's advertising compared to competitors?
A brand's share of advertising presence in its category. SOV above market share → growth.
In plain words: Does the channel's audience actually fit your brand?
How closely a channel or programme audience matches the brand's target audience. Affinity > 100 — better than average.
In plain words: Was the ad really visible on screen, not off-screen?
% of impressions where the ad was within the screen's visible area. IAB standard: 50% of banner area visible for ≥1 second.
In plain words: How many people could have seen a billboard or banner outdoors?
Number of potential contacts with outdoor advertising during a placement period.
In plain words: How much is the brand name itself worth in shoppers' eyes?
The total value of a brand in consumers' perception — awareness, associations, loyalty, and perceived quality.
In plain words: What path does a person take from first thought of buying to buying again?
All touchpoints a buyer has with a brand from first awareness through repeat purchase and recommendation.
In plain words: What share of visitors did what you wanted them to do?
The percentage of users who completed a target action out of all who had the opportunity to do so.
In plain words: How should people remember your brand compared to competitors?
A brand's place in the target audience's mind relative to competitors — how the brand wants to be perceived.
In plain words: How do you split customers into groups to talk to each one differently?
Dividing a market or audience into groups with shared characteristics for more targeted marketing.
In plain words: Would your customers recommend you to their friends?
A metric for willingness to recommend a brand. Promoters (9–10) minus Detractors (0–6). Range: −100 to +100.
In plain words: How do you attract customers with useful content instead of direct ads?
Creating and distributing useful content to attract an audience — without directly advertising a product.
In plain words: How do people move step by step from discovering a brand to buying?
A model of the customer path from awareness (top of funnel) to purchase (bottom). Each stage has its own metrics.
In plain words: What share of all sales in the category goes to your brand?
The percentage of a brand's sales out of the total market volume in a category. A key competitive position indicator.
In plain words: How much profit will one customer bring over their whole time with you?
The projected total profit from one customer over their entire relationship with the company. Changes acquisition budget decisions.
In plain words: Is your advertising louder than your market share?
The amount by which a brand's share of voice (SOV) exceeds its market share. The best-evidenced predictor of growth: brands with positive ESOV grow, while those with negative ESOV lose market share (IPA, Binet & Field research).
In plain words: How often is your brand searched for compared to competitors?
A brand's share of branded search queries within total category searches. It predicts market share 6–12 months ahead and can be measured for free via Google Trends.
In plain words: How many people saw the ad enough times for it to work?
The share of the audience exposed to an ad at least the effective number of times (typically three or more). A single contact rarely builds brand memory, so campaigns should be planned against Reach 3+, not Reach 1+.
In plain words: How many sales came from the ads and wouldn't have happened anyway?
The sales uplift created by advertising versus a no-advertising scenario (a controlled test with a holdout group). It separates a channel's true effect from sales that would have happened anyway.
In plain words: How much revenue does every unit of the whole marketing budget bring?
Total company revenue divided by total marketing spend for the period. A blunt but honest top-down metric: one number instead of attribution debates between channels.
In plain words: Does what a customer later brings in pay back the cost of getting them?
The ratio of customer lifetime value (LTV) to customer acquisition cost (CAC). It shows whether growth pays off: below 3, acquisition eats into profit.
In plain words: How many seconds did a person actually look at the ad?
Seconds of active attention to an ad instead of formal viewability. Two seconds of genuine attention build more brand memory than ten seconds of a visible but ignored impression.
In plain words: When does an ad wear out and need to be replaced?
The point at which a creative burns out: additional exposures stop adding effect and start irritating the audience. Tracked through response and recognition trends.
In plain words: How much did the ad boost awareness and desire to buy?
The uplift in awareness, ad recall or purchase intent measured by surveys before and after a campaign. The only way to assess the effect of reach-driven advertising without a direct response.