Marketing & Digital Marketing Management for Entrepreneurs · Ofir Richman

Acronyms & Key Terms

Master acronym list — the exam explicitly tests acronym meanings. Printable quick-reference tables grouped by category.

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Acronyms & Key Terms

The exam explicitly tests acronyms ("yes, you need to know the meaning of the acronyms…"). This is the master list — reading-derived terms confirmed from our notes, plus the standard digital-marketing metrics and models that recur in the past exams. Readings cram: _Exam Cram Sheet - Readings.

Media buying & pricing models

Acronym	Stands for	Meaning
CPM	Cost Per Mille	Cost per 1,000 impressions; you pay for exposure/reach (low price, low engagement guarantee).
CPC	Cost Per Click	You pay only when a user clicks the ad.
CPA	Cost Per Acquisition / Action	You pay only when a defined action/conversion occurs (low pricing, high engagement requirement).
CPL	Cost Per Lead	You pay per qualified lead captured.
CPV	Cost Per View	You pay per video view.
PPC	Pay Per Click	Pricing/bidding model where advertiser pays per click (e.g. Google Ads).

Past-exam application

Influencers paid by revenue generated via their coupon code → this is a CPA model (pay on action), not CPC/CPL. (2024-A Q17)

Performance metrics & KPIs

Acronym	Stands for	Meaning
KPI	Key Performance Indicator	A metric chosen to track progress toward an objective.
OMTM	One Metric That Matters	The single most important metric to focus on at a given stage.
CTR	Click-Through Rate	Clicks ÷ impressions; ad engagement measure.
CR	Conversion Rate	Conversions ÷ visitors (or clicks).
ROI	Return On Investment	Net return relative to cost.
ROAS	Return On Ad Spend	Revenue generated per unit of ad spend.
MAU / DAU	Monthly / Daily Active Users	Count of unique active users in the period; engagement/retention measure.
Opt-out rate	—	Share of users opting out of tracking; a confound when reading Analytics (a high opt-out can invalidate "traffic is up" claims).

Analytics-scenario trap

"Page Visits are higher → campaign is successful" is not sound: a high opt-out rate, low CTR, or low time on site can all undercut it. These appear as scenario MCQs (2024-A Q12, 2024-B Q17).

Channels, platforms & media

Acronym	Stands for	Meaning
POEM	Paid, Owned, Earned Media	The cross-platform media framework; planning across all three is the goal.
GDN	Google Display Network	Google's display/banner network across publisher sites; reaches audiences not active on social media; gives publishers more certain ad revenue.
SEM	Search Engine Marketing	Paid search advertising. ⚠ collides with "Structural Equation Modelling" (research method) — context matters.
SEO	Search Engine Optimization	Organic improvement of search ranking.
SERP	Search Engine Results Page	The page returned for a query.
UGC	User Generated Content	Brand-relevant content created by users/consumers.
FAST	Free Ad-supported Streaming TV	Ad-funded streaming channels (vs subscription/linear TV).

Linear viewing (term, not acronym)

Linear viewing = watching content at the time of its original broadcast/distribution as set by the publisher (e.g. live TV) — contrast with on-demand. (Defined in past exams.)

Strategy & branding models

Acronym	Stands for	Meaning
STP	Segmentation, Targeting, Positioning	Core strategy sequence; positioning is the "P".
USP / UVP	Unique Selling / Value Proposition	The distinctive benefit/value a brand offers.
4Ps	Product, Price, Place, Promotion	Classic (firm-centric) marketing mix.
4Cs	Consumer/Customer, Cost, Convenience, Communication	Customer-centric reframing of the 4Ps (shift = product→customer centricity).
CRM	Customer Relationship Management	Systems/strategy for managing customer relationships and data.
CDJ	Customer Decision Journey	Loyalty-loop model replacing the linear sales funnel (esp. B2B — Dell).
CBBE	Customer-Based Brand Equity	Keller's model of brand equity from the consumer's perspective. (Ebrahim)
STEPPS	Social currency, Triggers, Emotion, Public, Practical value, Stories	Berger's Contagious virality model.
AIDA	Awareness, Interest, Desire, Action	Classic purchase-funnel stages.
B2B / B2C	Business-to-Business / -Consumer	Market type; B2B has derived demand, DMUs, longer cycles.
DMU	Decision-Making Unit	The group of people involved in a B2B purchase decision.
CSR	Corporate Social Responsibility	Corporate accountability for social/environmental impact. (BrandFusion §3.13)

Customer engagement value (Kumar et al.)

Acronym	Stands for	Meaning
CE	Customer Engagement	Umbrella construct of a customer's total value contribution.
CLV	Customer Lifetime Value	Value from a customer's own purchases over time.
CRV	Customer Referral Value	Value from customers they refer.
CIV	Customer Influence Value	Value from their social influence/word-of-mouth.
CKV	Customer Knowledge Value	Value from the feedback/knowledge they provide (key in an AI world).

AI, GenAI & advertising tech

Acronym	Stands for	Meaning
AI	Artificial Intelligence	Learning systems acting via flexible adaptation.
GenAI / GAI	Generative AI	AI that creates novel + appropriate content (text, image, audio, video).
LLM	Large Language Model	A large pre-trained language foundation model.
ML	Machine Learning	The learning building block of AI.
GAN	Generative Adversarial Network	Generator + discriminator that fabricate new media (Campbell).
Narrow / General / Super AI	—	Rodgers' AI-type axis (single-task → human-level → beyond-human).

Research-method acronyms (appear in "according to the study…" questions)

Acronym	Stands for	Meaning
SEM	Structural Equation Modelling	Multivariate technique testing mediation/paths (Ebrahim; Lee & Theokary use PLS-SEM). ⚠ Same letters as Search Engine Marketing.
TPB	Theory of Planned Behaviour	Ajzen — intentions drive behaviour (Kariv).
EEM	Entrepreneurial Event Model	Shapero & Sokol — feasibility + desirability drive intentions (Kariv).
ELM	Elaboration Likelihood Model	Dual-route (central/peripheral) persuasion (Lee & Theokary).
LET	Language Expectancy Theory	Language-style expectation violations alter persuasion (Lee & Theokary).
ECT	Emotional Contagion Theory	People "catch" displayed emotions (Lee & Theokary).
PKM	Persuasion Knowledge Model	How consumers recognise/cope with persuasion attempts (contrast in Lee & Theokary; Campbell).
MTA	Multi-Touch Attribution	Distributes conversion credit across touchpoints (Buhalis & Volchek).

To expand with the presentations

When the class decks arrive, this sheet can grow with any deck-only acronyms/terms (e.g. growth-hacking, native advertising types, the high-value-features model, the 6-stage content/customer-journey model, specific platform metrics).