Autor: Altus Team
Aprende los conceptos clave del marketing y la publicidad con vocabulario profesional,
definiciones claras y ejemplos prácticos en inglés. Esta lección incluye terminología
utilizada tanto en inglés británico como americano.
📢 Basic Marketing and Advertising Vocabulary
👋 Welcome! ¡Bienvenido!
🇬🇧 English:
In this introductory lesson, you will explore essential vocabulary from the world
of marketing and advertising. You will learn how to describe marketing strategies,
professional roles, communication channels, advertising formats, digital tools,
campaign metrics and market research.
By the end of the lesson, you will be able to understand common marketing
conversations, describe a basic campaign and use professional terminology
more confidently in meetings, presentations and reports.
🇪🇸 Español:
En esta lección introductoria explorarás el vocabulario esencial del mundo del
marketing y la publicidad. Aprenderás a describir estrategias, puestos profesionales,
canales de comunicación, formatos publicitarios, herramientas digitales, métricas
y métodos de investigación de mercado.
Al finalizar, podrás comprender conversaciones habituales de marketing,
describir una campaña básica y utilizar vocabulario profesional con mayor
seguridad en reuniones, presentaciones e informes.
🖼️ Suggested image: A modern marketing team planning a campaign.
🎯 Lesson Objectives
By the end of this lesson, you should be able to:
- Identify the most common types of marketing.
- Describe the responsibilities of marketing professionals.
- Differentiate between traditional and digital advertising channels.
- Understand key campaign metrics and performance indicators.
- Talk about market research, targeting and customer behaviour.
- Explain the basic stages of a marketing strategy.
💬 Warm-up Question
Which type of marketing influences your purchasing decisions the most:
social media, email, television, recommendations or online reviews?
📊 1. Marketing Types — Part 1
Marketing can be classified according to the channel used, the audience targeted
or the way in which a company attracts customers.
| Term | Definition | Example | Spanish |
|---|---|---|---|
| Digital marketing | Marketing carried out through websites, apps, search engines and other digital platforms. | We use digital marketing to improve our online presence. | Marketing digital |
| Content marketing | Creating useful or entertaining content to attract and retain an audience. | Content marketing helps the company build trust with potential customers. | Marketing de contenidos |
| Email marketing | Using email to communicate offers, information or promotional messages. | Our email marketing campaign generated 250 new leads. | Email marketing |
| Social media marketing | Promoting a brand through social networking platforms. | Social media marketing increased engagement with the brand. | Marketing en redes sociales |
| Influencer marketing | Collaborating with creators, experts or public figures who can influence a particular audience. | The company used influencer marketing to reach younger consumers. | Marketing de influencers |
| Affiliate marketing | A system in which partners promote a product and earn a commission for resulting sales or leads. | Our affiliates receive a commission for every confirmed sale. | Marketing de afiliación |
| Guerrilla marketing | Unconventional and memorable promotional actions designed to attract attention. | The guerrilla marketing stunt attracted extensive media coverage. | Marketing de guerrilla |
| Direct marketing | Communicating directly with selected customers through email, post, telephone or messages. | The charity used direct marketing to contact previous donors. | Marketing directo |
| Mobile marketing | Marketing designed specifically for smartphones and other mobile devices. | The retailer sends personalised offers through its mobile app. | Marketing móvil |
| Viral marketing | Marketing designed to encourage people to share content rapidly with others. | The humorous video became part of a successful viral marketing campaign. | Marketing viral |
✍️ Quick Check
Which type of marketing involves independent partners earning money
when they generate a sale?
📊 1. Marketing Types — Part 2
| Term | Definition | Example | Spanish |
|---|---|---|---|
| Search engine marketing (SEM) | Using paid advertising to increase visibility on search engine results pages. | Search engine marketing brought qualified visitors to our website. | Marketing en buscadores |
| Video marketing | Using video content to inform, persuade or engage an audience. | Video marketing helped us demonstrate how the product works. | Marketing en vídeo |
| Experiential marketing | Creating interactive or memorable experiences that connect consumers with a brand. | The company organised a live demonstration as part of its experiential marketing strategy. | Marketing experiencial |
| Inbound marketing | Attracting potential customers through useful content and relevant experiences. | Our blog is an important part of our inbound marketing strategy. | Marketing de atracción |
| Outbound marketing | Proactively sending promotional messages to an audience through advertising or direct outreach. | Cold calls and television adverts are forms of outbound marketing. | Marketing de salida o marketing de interrupción |
| Brand marketing | Marketing focused on strengthening a brand's identity, reputation and long-term value. | Brand marketing helped the company become more recognisable. | Marketing de marca |
| Performance marketing | Marketing in which spending and decisions are linked to measurable results. | We use performance marketing to optimise campaigns according to conversions. | Marketing de resultados o rendimiento |
| Account-based marketing (ABM) | A B2B strategy that creates personalised campaigns for selected high-value accounts. | Our ABM campaign was designed for ten strategic clients. | Marketing basado en cuentas |
| B2B marketing | Marketing products or services from one business to another. | LinkedIn is frequently used for B2B marketing campaigns. | Marketing de empresa a empresa |
| B2C marketing | Marketing products or services directly to individual consumers. | Our B2C campaign promotes the product to families. | Marketing de empresa a consumidor |
🔄 Compare
Explain one difference between inbound marketing and outbound marketing.
👥 2. Marketing and Advertising Jobs — Part 1
| Job | Main responsibility | Example | Spanish |
|---|---|---|---|
| Marketing manager | Plans marketing activity and coordinates the department, budget and campaigns. | The marketing manager approved the annual strategy. | Responsable o director de marketing |
| Brand manager | Protects and develops the identity, positioning and performance of a brand. | The brand manager supervised the rebranding project. | Responsable de marca |
| Art director | Guides the visual style of advertising and creative projects. | The art director selected the photographs for the campaign. | Director de arte |
| Copywriter | Writes persuasive text for advertisements, websites, emails and campaigns. | The copywriter created a memorable slogan. | Redactor publicitario |
| Graphic designer | Creates visual assets such as posters, advertisements, graphics and presentations. | The graphic designer prepared the social media templates. | Diseñador gráfico |
| Digital strategist | Develops integrated strategies for online channels and customer experiences. | The digital strategist recommended investing in search and email. | Estratega digital |
| Media buyer | Negotiates and purchases advertising space or impressions. | The media buyer negotiated a lower price for the campaign. | Comprador de medios |
| Market researcher | Collects and analyses information about markets, customers and competitors. | The market researcher conducted interviews with customers. | Investigador de mercados |
| Advertising executive | Coordinates advertising projects and communicates with clients or internal teams. | The advertising executive presented the campaign proposal. | Ejecutivo de publicidad |
| Social media manager | Plans, publishes and evaluates content on social media platforms. | The social media manager scheduled next month's posts. | Responsable de redes sociales |
👥 2. Marketing and Advertising Jobs — Part 2
| Job | Main responsibility | Example | Spanish |
|---|---|---|---|
| Public relations officer | Manages communication between an organisation, the media and the public. | The PR officer prepared a statement for the press. | Responsable de relaciones públicas |
| Account manager | Maintains client relationships and coordinates the delivery of projects or services. | The account manager discussed the results with the client. | Gestor de cuentas |
| Creative director | Defines and supervises the overall creative vision of a campaign. | The creative director presented three campaign concepts. | Director creativo |
| Marketing analyst | Uses data to evaluate performance, identify trends and support decisions. | The marketing analyst identified a fall in conversion rates. | Analista de marketing |
| Media planner | Selects the most suitable media channels, formats and schedules for a campaign. | The media planner recommended a combination of radio and digital advertising. | Planificador de medios |
| UX designer | Designs digital products to make them useful, accessible and easy to use. | The UX designer simplified the registration process. | Diseñador de experiencia de usuario |
| Content creator | Produces original videos, images, articles or other material for an audience. | The content creator recorded a product tutorial. | Creador de contenido |
| Community manager | Interacts with followers and manages conversations within an online community. | The community manager replied to customer comments. | Gestor de comunidad |
| Email marketing specialist | Creates, automates and optimises email campaigns. | The specialist improved the email click-through rate. | Especialista en email marketing |
| SEO specialist | Improves a website's visibility in unpaid search engine results. | The SEO specialist updated the page titles and internal links. | Especialista en SEO |
🗣️ Speaking Challenge
Choose three jobs and explain how those professionals might collaborate
during a product launch.
📡 3. Channels and Media — Part 1
A marketing channel is the medium or route a company uses to communicate
with its audience.
| Channel | Definition | Example | Spanish |
|---|---|---|---|
| Television | A broadcast medium that combines moving images and sound. | The company advertised its new product on national television. | Televisión |
| Radio | An audio broadcasting medium used for programmes, music and advertising. | The radio campaign reached thousands of local listeners. | Radio |
| Newspaper | A printed or digital publication containing news, articles and advertisements. | The advertisement appeared in the Sunday newspaper. | Periódico |
| Magazine | A regularly published collection of articles, photographs and advertisements. | The luxury brand advertised in a fashion magazine. | Revista |
| Billboard | A large outdoor structure used to display advertisements. | The campaign appeared on a billboard beside the motorway. | Valla publicitaria |
| Direct mail | Printed promotional material sent directly to selected recipients by post. | The supermarket sent discount vouchers through direct mail. | Correo directo |
| An electronic communication channel used for direct and personalised messages. | We use email to announce product updates. | Correo electrónico | |
| Social media | Digital platforms where users publish, share and interact with content. | Social media plays an important role in brand awareness. | Redes sociales |
| Search engine | An online service that returns results in response to a user's search query. | The company uses search engine advertising to attract visitors. | Motor de búsqueda |
| Website | A collection of connected web pages representing a business, organisation or project. | Customers can compare all our services on the website. | Sitio web o página web |
📡 3. Channels and Media — Part 2
| Channel | Definition | Example | Spanish |
|---|---|---|---|
| Streaming platform | A digital service that delivers audio or video content over the internet. | The brand placed audio adverts on a music streaming platform. | Plataforma de streaming |
| Blog | A website or section of a website containing regularly published articles. | We announced the product launch on our company blog. | Blog |
| Podcast | A series of spoken-audio episodes distributed online. | The company sponsored an episode of a business podcast. | Podcast |
| Mobile app | Software designed to run on smartphones or tablets. | The retailer promotes personalised offers through its mobile app. | Aplicación móvil |
| SMS | A short text message sent to a mobile telephone. | Customers received a promotional code by SMS. | Mensaje de texto |
| Outdoor advertising | Advertising displayed in public places such as streets, stations and shopping areas. | The campaign used bus shelters for outdoor advertising. | Publicidad exterior |
| Point-of-sale display | Promotional material placed near a product or payment area inside a shop. | The point-of-sale display encouraged impulse purchases. | Expositor publicitario en el punto de venta |
| Flyer | A small printed sheet used to advertise an event, product or service. | Staff handed out flyers near the exhibition centre. | Folleto u hoja publicitaria |
| Banner ad | A rectangular digital advertisement displayed on a website or app. | The banner ad appeared at the top of the news website. | Anuncio de banner |
| Event sponsorship | Financial or material support for an event in return for promotional exposure. | The company gained visibility by sponsoring a local festival. | Patrocinio de eventos |
🎯 Channel Selection
Choose the best three channels for promoting a new language-learning app
to university students. Explain your choices.
🏷️ 4. Campaign Keywords — Part 1
| Keyword | Definition | Example | Spanish |
|---|---|---|---|
| Campaign | A coordinated series of marketing activities designed to achieve a specific objective. | The campaign will launch next Monday. | Campaña |
| Target audience | The specific group of people a campaign is designed to reach. | Our target audience consists of small-business owners. | Público objetivo |
| Call to action (CTA) | A message that encourages the audience to perform a specific action. | The advert ends with the call to action “Book a free consultation”. | Llamada a la acción |
| Conversion | A completed action that contributes to a campaign objective. | A completed registration counts as a conversion. | Conversión |
| Landing page | A webpage created for a specific campaign, offer or audience. | The landing page contains a short registration form. | Página de destino |
| Engagement | The interactions people have with content, such as comments, shares or clicks. | The video generated strong engagement on LinkedIn. | Interacción o participación |
| Reach | The number of unique people who see a piece of content or campaign. | The campaign reached 10,000 unique users. | Alcance |
| Impression | One instance of an advertisement or piece of content being displayed. | The advert generated 50,000 impressions. | Impresión |
| Click-through rate (CTR) | The percentage of impressions that result in a click. | The campaign achieved a click-through rate of 2.3%. | Tasa de clics |
| Conversion rate | The percentage of users who complete the desired action. | We improved the landing page conversion rate. | Tasa de conversión |
🏷️ 4. Campaign Keywords — Part 2
| Keyword | Definition | Example | Spanish |
|---|---|---|---|
| Offer | A proposal that presents a product, service, price or benefit to a customer. | The advert includes a special introductory offer. | Oferta |
| Promotion | An activity designed to increase awareness, interest or sales. | The retailer launched a summer promotion. | Promoción |
| Lead | A person or organisation that has shown potential interest in a product or service. | The webinar generated 100 qualified leads. | Cliente potencial o contacto comercial |
| Traffic | The flow or number of visitors to a website, app or digital platform. | Website traffic doubled during the campaign. | Tráfico |
| Budget | The amount of money allocated to a campaign or activity. | The advertising campaign has a budget of €5,000. | Presupuesto |
| Segment | A subgroup of a market whose members share relevant characteristics. | The campaign targets the young-professional segment. | Segmento |
| Message | The central idea a campaign communicates to its audience. | The campaign message was simple and persuasive. | Mensaje |
| Timing | The selection of the most appropriate moment or schedule for an activity. | Good timing helped the campaign attract more attention. | Momento o calendario |
| Testing | The process of comparing or evaluating campaign variations. | A/B testing showed that the shorter headline performed better. | Pruebas o experimentación |
| Call-to-action button | A clickable interface element that invites the user to take action. | The call-to-action button said “Start your free trial”. | Botón de llamada a la acción |
🧩 Campaign Builder
Create a basic campaign idea using these five words:
target audience, message, channel, offer and
call to action.
🧰 5. Digital Tools and Platforms — Part 1
Marketing professionals use different tools to create content, manage campaigns,
analyse data and automate repetitive tasks.
| Tool | Typical use | Example |
|---|---|---|
| Google Analytics | Analysing website and app activity. | We use Google Analytics to study visitor behaviour. |
| Meta Ads Manager | Creating and managing advertising across Meta platforms. | She reviewed the campaign results in Meta Ads Manager. |
| Canva | Creating visual content, presentations and marketing materials. | He designed the social media graphic in Canva. |
| Mailchimp | Managing email campaigns, lists and automations. | We scheduled the newsletter using Mailchimp. |
| Hootsuite | Planning, publishing and monitoring social media content. | Hootsuite helps the team manage several accounts. |
| Semrush | Researching SEO, competitors, keywords and digital performance. | We used Semrush to identify relevant search terms. |
| Google Ads | Creating paid campaigns across Google advertising services. | Google Ads increased the visibility of our landing page. |
| TikTok for Business | Creating, managing and analysing advertising activity on TikTok. | The team monitored the campaign through TikTok for Business. |
| LinkedIn Campaign Manager | Creating and measuring advertising campaigns on LinkedIn. | We used LinkedIn Campaign Manager for a B2B campaign. |
| Notion | Organising documents, tasks, databases and content calendars. | Our editorial calendar is organised in Notion. |
🧰 5. Digital Tools and Platforms — Part 2
| Tool | Typical use | Example |
|---|---|---|
| Google Tag Manager | Managing tracking tags without repeatedly editing the website's source code. | We configured the conversion tag through Google Tag Manager. |
| Zapier | Automating workflows between compatible applications. | Zapier sends new form submissions to our CRM. |
| Typeform | Creating interactive forms, questionnaires and surveys. | The customer survey was created with Typeform. |
| Trello | Organising tasks and projects through boards, lists and cards. | We use Trello to monitor campaign tasks. |
| Slack | Communicating and collaborating with colleagues through channels and messages. | The marketing team coordinates campaign updates on Slack. |
| Buffer | Scheduling and analysing social media content. | She uses Buffer to schedule posts in advance. |
| Shopify | Creating and operating an online shop. | The company sells its products through Shopify. |
| Wix | Building and managing websites using visual tools. | The small business created its website with Wix. |
| WordPress | Creating and managing websites through a content management system. | The company blog is built with WordPress. |
| CRM | A system for managing customer information, interactions and sales opportunities. | We use a CRM to track leads throughout the sales process. |
🔗 Match the Need
Which tool would you use to manage leads, schedule social media content,
create a survey and analyse website activity?
📊 6. Metrics and KPIs — Part 1
A metric is a measurable value. A KPI is a metric selected because it indicates
progress towards an important business objective.
| Metric | Definition | Example | Spanish |
|---|---|---|---|
| Key performance indicator (KPI) | A selected measurement used to evaluate progress towards a strategic objective. | Monthly recurring revenue is one of our main KPIs. | Indicador clave de rendimiento |
| Return on investment (ROI) | A measure comparing the benefit or profit generated with the cost of an investment. | The campaign produced a positive return on investment. | Retorno de la inversión |
| Cost per click (CPC) | The average amount paid for each click on an advertisement. | Our average CPC fell to €0.30. | Coste por clic |
| Click-through rate (CTR) | The percentage of impressions that generate a click. | The advertisement achieved a CTR of 5%. | Tasa de clics |
| Conversion rate | The percentage of users who complete a defined action. | The landing page had a conversion rate of 10%. | Tasa de conversión |
| Engagement rate | A percentage expressing interactions relative to reach, impressions, followers or another base. | The post generated a high engagement rate. | Tasa de interacción |
| Traffic | The number or flow of visitors to a website or digital property. | Organic traffic increased last month. | Tráfico |
| Bounce rate | A measurement associated with sessions in which users do not continue to another meaningful interaction. | The team investigated the high bounce rate on the landing page. | Tasa de rebote |
| Impressions | The number of times content or an advertisement is displayed. | The advert generated 50,000 impressions. | Impresiones |
| Leads | Potential customers who have expressed interest or provided contact information. | The webinar generated 100 leads. | Clientes potenciales |
📊 6. Metrics and KPIs — Part 2
| Metric | Definition | Example | Spanish |
|---|---|---|---|
| Customer acquisition cost (CAC) | The average cost of acquiring a new customer. | Our customer acquisition cost is currently €25. | Coste de adquisición de clientes |
| Customer lifetime value (LTV or CLV) | The estimated economic value generated by a customer during the relationship. | The company compares lifetime value with acquisition cost. | Valor de vida del cliente |
| Sessions | Groups of user interactions with a website or app during a defined period. | The website recorded 12,000 sessions last month. | Sesiones |
| Goal completion | The successful completion of an action defined as an objective. | Newsletter registrations count as goal completions. | Consecución de objetivos |
| Open rate | The percentage of delivered emails recorded as opened. | The newsletter had an open rate of 40%. | Tasa de apertura |
| Churn rate | The percentage of customers or subscribers who stop using a service during a period. | Our monthly churn rate decreased by three percentage points. | Tasa de abandono o cancelación |
| Form submissions | The number of completed forms sent by users. | We received 300 form submissions this week. | Formularios enviados |
| Page views | The total number of times a webpage is viewed. | The article generated 10,000 page views. | Vistas de página |
| Sales volume | The quantity of products or services sold during a period. | Sales volume increased after the advertising campaign. | Volumen de ventas |
| Customer retention | A company's ability to maintain relationships with existing customers. | A strong onboarding process can improve customer retention. | Retención de clientes |
🧮 Metric Challenge
An advert receives 2,000 impressions and 100 clicks.
What is its click-through rate?
🖼️ 7. Ad Formats — Part 1
Language note: In British English, advert is common. In American English, ad is more frequent. The full word advertisement is used in both varieties.
| American English | British English | Definition | Example |
|---|---|---|---|
| Banner ad | Banner advert | A rectangular digital advertisement displayed on a website or app. | A banner advert appeared at the top of the homepage. |
| Video ad | Video advert | A promotional video displayed before, during or alongside digital content. | We launched a short video ad on YouTube. |
| Pop-up ad | Pop-up advert | An advertisement that appears over content or in an additional browser window. | The pop-up advert offered a discount code. |
| Interstitial ad | Interstitial advert | A full-screen advertisement shown at a transition point in an app or website. | An interstitial ad appeared before the next level. |
| Native ad | Native advert | Paid content designed to resemble the surrounding editorial or platform content. | The article was clearly labelled as native advertising. |
| Sponsored post | Sponsored post | Paid content published through a social media account, blog or digital platform. | The creator published a sponsored post about the product. |
| Search ad | Search advert | A paid result displayed on a search engine results page. | Our search ad appeared above the organic results. |
| Display ad | Display advert | A visual digital advertisement containing text, graphics, animation or video. | The website displayed adverts from several brands. |
| Carousel ad | Carousel advert | An advertisement containing multiple cards that users can view sequentially. | The carousel ad presented five different products. |
| Story ad | Story advert | A vertical, usually full-screen advertisement displayed within story content. | We created a short Instagram Story ad. |
🎯 8. Targeting and Research — Part 1
| Term | Definition | Example | Spanish |
|---|---|---|---|
| Target audience | The group of people a marketing activity is primarily designed to reach. | Our target audience is young professionals. | Público objetivo |
| Customer profile | A description of the characteristics, needs and behaviour of a typical customer. | We created customer profiles before designing the campaign. | Perfil del cliente |
| Demographics | Statistical characteristics of a population, such as age, location, occupation or income. | Demographic data helped the company define its audience. | Datos demográficos |
| Psychographics | Information about people's interests, attitudes, values, motivations and lifestyles. | Psychographic research revealed the audience's main motivations. | Datos psicográficos |
| Segmentation | The process of dividing a broad market into smaller groups with shared characteristics. | Segmentation allowed us to personalise the campaign. | Segmentación |
| Focus group | A moderated discussion used to collect opinions from a selected group of participants. | The focus group helped the company improve the packaging. | Grupo de discusión o grupo focal |
| Survey | A structured set of questions used to collect information from respondents. | We conducted an online customer satisfaction survey. | Encuesta |
| Sampling | The process of selecting participants or observations to represent a larger population. | The researchers used random sampling. | Muestreo |
| Market research | The systematic collection and analysis of information about markets and customers. | Market research indicated strong demand for the service. | Investigación de mercados |
| Quantitative research | Research that collects and analyses numerical data. | The survey provided quantitative data about customer satisfaction. | Investigación cuantitativa |
🎯 8. Targeting and Research — Part 2
| Term | Definition | Example | Spanish |
|---|---|---|---|
| Qualitative research | Research that explores opinions, motivations, experiences and meanings in depth. | Customer interviews provided valuable qualitative insights. | Investigación cualitativa |
| Field research | Research conducted in a real-world environment rather than only from existing sources. | The team observed customer behaviour inside the shop. | Investigación de campo |
| Desk research | Research based primarily on existing reports, publications, databases and other sources. | She conducted desk research using industry reports. | Investigación documental |
| Consumer behaviour | The study of how people select, purchase, use and respond to products or services. | The campaign was informed by research into consumer behaviour. | Comportamiento del consumidor |
| Purchase intent | A person's reported or estimated likelihood of buying a product or service. | The advertisement increased purchase intent among younger consumers. | Intención de compra |
| Brand awareness | The extent to which consumers recognise or remember a brand. | The campaign increased brand awareness in the local market. | Notoriedad o reconocimiento de marca |
| Audience targeting | The process of selecting and reaching specific groups with relevant messages. | The platform offers detailed audience-targeting options. | Segmentación de audiencia |
| Retargeting | Showing advertising to people who previously interacted with a website, app or brand. | We used retargeting to reconnect with previous visitors. | Remarketing o resegmentación publicitaria |
| Customer journey | The stages and interactions a customer experiences before, during and after a purchase. | Mapping the customer journey revealed problems in the checkout process. | Recorrido o viaje del cliente |
| User persona | A research-based fictional profile representing an important user group. | The design team created three user personas. | Arquetipo de usuario o buyer persona |
👤 Persona Challenge
Create a short user persona including age range, occupation, needs,
frustrations and preferred communication channels.
📌 9. Strategy and Planning — Part 1
| Term | Definition | Example | Spanish |
|---|---|---|---|
| Marketing strategy | The overall approach a business uses to reach marketing objectives and create value. | We updated our marketing strategy for the coming year. | Estrategia de marketing |
| Marketing plan | A document describing objectives, audiences, actions, channels, budgets and measurements. | The team reviewed the quarterly marketing plan. | Plan de marketing |
| Campaign | A coordinated set of marketing activities with a defined objective and timeframe. | The spring campaign launched last week. | Campaña |
| Brand positioning | The distinctive place a brand aims to occupy in the minds of its audience. | The company wants to position the product as reliable and affordable. | Posicionamiento de marca |
| Branding | The strategic process of creating and managing a brand's identity and associations. | Consistent branding makes the company easier to recognise. | Gestión o construcción de marca |
| Value proposition | A clear explanation of the value a product offers and why customers should choose it. | Our value proposition focuses on speed and personal support. | Propuesta de valor |
| Goal setting | The process of defining the results an organisation intends to achieve. | Effective goal setting makes evaluation easier. | Establecimiento de objetivos |
| Budget allocation | The distribution of available funds across activities, channels or projects. | Budget allocation should reflect the campaign priorities. | Distribución del presupuesto |
| Timeline | A schedule showing important tasks, dates and deadlines. | The project timeline includes the design and launch phases. | Cronograma |
| Content calendar | A schedule for planning and publishing content across channels. | We organise our weekly posts in a content calendar. | Calendario de contenidos |
📌 9. Strategy and Planning — Part 2
| Term | Definition | Example | Spanish |
|---|---|---|---|
| SWOT analysis | A framework examining strengths, weaknesses, opportunities and threats. | The planning process began with a SWOT analysis. | Análisis DAFO o FODA |
| Marketing funnel | A simplified model representing stages such as awareness, consideration and conversion. | The campaign provides different content for each funnel stage. | Embudo de marketing |
| Action plan | A detailed list of actions, responsibilities and deadlines. | The action plan assigns each task to a team member. | Plan de acción |
| Competitive analysis | The evaluation of competitors, their strategies and their position in the market. | The team conducted a competitive analysis before setting prices. | Análisis de la competencia |
| Objectives and key results (OKRs) | A framework combining qualitative objectives with measurable key results. | The department reviews its OKRs every quarter. | Objetivos y resultados clave |
| Gantt chart | A visual schedule showing project tasks and their duration over time. | The project manager updated the Gantt chart. | Diagrama de Gantt |
| SMART goals | Goals that are specific, measurable, achievable, relevant and time-bound. | The team converted its general ambition into a SMART goal. | Objetivos SMART |
| Milestones | Important checkpoints or achievements within a project. | Completing the first prototype was a major milestone. | Hitos |
| Risk assessment | The process of identifying and evaluating potential risks. | We completed a risk assessment before the product launch. | Evaluación de riesgos |
| Scenario planning | The process of considering different possible futures and preparing responses. | Scenario planning helped the team prepare for changes in demand. | Planificación de escenarios |
🎯 SMART Goal
Rewrite this objective as a SMART goal:
“We want more people to visit our website.”
📣 10. Public Image and Public Relations — Part 1
| Term | Definition | Example | Spanish |
|---|---|---|---|
| Public relations (PR) | The strategic management of relationships and communication between an organisation and its publics. | The PR team issued a statement after the incident. | Relaciones públicas |
| Media coverage | Reporting or attention given to a subject by newspapers, broadcasters or digital media. | The event received extensive media coverage. | Cobertura mediática |
| Press release | An official written announcement distributed to journalists and media organisations. | The company issued a press release about the merger. | Comunicado de prensa |
| Spokesperson | A person authorised to speak publicly on behalf of an organisation. | The communications director acted as the official spokesperson. | Portavoz |
| Reputation management | The monitoring and management of how an organisation is perceived. | Responding appropriately to criticism is part of reputation management. | Gestión de la reputación |
| Crisis communication | Communication designed to manage information and stakeholders during a crisis. | The company activated its crisis communication plan. | Comunicación de crisis |
| Brand ambassador | A person who represents and promotes a brand. | She became a brand ambassador for the sports company. | Embajador de marca |
| Event sponsorship | Support provided to an event in exchange for visibility or association. | The brand increased visibility through event sponsorship. | Patrocinio de eventos |
| Corporate social responsibility (CSR) | Business practices and initiatives addressing social, ethical or environmental responsibilities. | The company published its annual CSR report. | Responsabilidad social corporativa |
| Media kit | A collection of information and branded materials prepared for journalists or partners. | The media kit included photographs, logos and company information. | Dossier o kit de prensa |
📣 10. Public Image and Public Relations — Part 2
| Term | Definition | Example | Spanish |
|---|---|---|---|
| Press conference | An organised event at which representatives make announcements and answer journalists' questions. | The organisation held a press conference this morning. | Rueda de prensa |
| Influencer partnership | A formal collaboration between a brand and a content creator or influential figure. | The campaign included several influencer partnerships. | Colaboración con influencers |
| Online reputation | The overall perception of a person or organisation across digital channels. | Negative reviews can affect a company's online reputation. | Reputación online |
| Word of mouth | Information and recommendations passed informally from one person to another. | Positive word of mouth helped the business grow. | Boca a boca |
| Brand trust | The confidence customers have in a brand's reliability and promises. | Transparent communication can strengthen brand trust. | Confianza en la marca |
| Social proof | Evidence that other people use, support or approve of a product or organisation. | Customer reviews provide useful social proof. | Prueba social |
| Testimonials | Statements from customers describing their experience with a product or service. | The landing page includes testimonials from previous clients. | Testimonios |
| Media outlet | An organisation or platform that produces and distributes news or media content. | The story appeared in several national media outlets. | Medio de comunicación |
| Reputational crisis | A serious situation that damages public confidence in an organisation. | The data leak caused a reputational crisis. | Crisis reputacional o de imagen |
| Publicity stunt | An unusual action designed primarily to attract public and media attention. | The publicity stunt generated discussion across social media. | Acción publicitaria llamativa |
🚨 Crisis Scenario
A customer complaint about a company has gone viral. What should the
spokesperson do first? Use at least four terms from this section.
🧠 Vocabulary Review
Complete each definition with the correct marketing term.
- A person or organisation that has shown potential interest in a product:
____________ - The percentage of advertisement impressions that result in a click:
____________ - A webpage created for one particular marketing campaign:
____________ - A research-based fictional representation of a user group:
____________ - The process of showing ads to previous website visitors:
____________ - A statement explaining why customers should choose a product:
____________ - A selected measurement connected to an important business objective:
____________ - An official announcement distributed to journalists:
____________
🗣️ Professional Speaking Task
Imagine that your company is launching a new service. Present a short
campaign proposal including:
- The product or service.
- The target audience.
- The value proposition.
- Two marketing channels.
- One advertising format.
- The main call to action.
- Three metrics you would monitor.
✅ Lesson Summary
🇬🇧 English:
Excellent work! You have now studied essential vocabulary related to marketing
types, professional roles, communication channels, campaign planning, digital
tools, performance metrics, advertising formats, market research and public
relations.
You should now be better prepared to understand marketing reports, discuss
campaign ideas, participate in professional meetings and describe how companies
attract, convert and retain customers.
🇪🇸 Español:
¡Excelente trabajo! Ya has estudiado vocabulario esencial relacionado con los
tipos de marketing, puestos profesionales, canales de comunicación, planificación
de campañas, herramientas digitales, métricas, formatos publicitarios,
investigación de mercados y relaciones públicas.
📈 Self-Assessment
Rate each statement from 1 to 5:
- I can explain the difference between B2B and B2C marketing.
- I can describe the responsibilities of several marketing professionals.
- I can select suitable channels for a campaign.
- I understand basic metrics such as CTR, ROI, CAC and conversion rate.
- I can describe a target audience or user persona.
- I can present a simple marketing campaign in English.
🚀 Continue Learning with Mentes Altus
Practise this vocabulary with your teacher and use it to prepare a complete
marketing presentation.
Use Intellego to improve your listening skills and explore
the downloadable lesson PDFs and additional resources.
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¡Hora de hacer ejercicios! Explora con los botones los distintos grupos.
Marketing Types and Strategies
Pregunta 1: Which type of marketing attracts potential customers through useful articles, videos and other relevant content?
Pregunta 2: A company works with independent partners who receive a commission whenever they generate a confirmed sale. Which strategy is this?
Pregunta 3: Which strategy creates personalised campaigns for a limited number of high-value business clients?
Pregunta 4: A brand organises an interactive event where customers can test a new product. Which type of marketing is being used?
Pregunta 5: Which statement best describes performance marketing?
Pregunta 6: Which type of marketing involves proactively sending promotional messages through advertising, cold emails or telephone calls?
Marketing Jobs and Responsibilities
Pregunta 1: Who is primarily responsible for writing persuasive advertisements, email copy and campaign slogans?
Pregunta 2: Which professional studies campaign data and identifies changes in engagement, traffic and conversion rates?
Pregunta 3: Who negotiates and purchases advertising space or digital impressions for a campaign?
Pregunta 4: Which professional is responsible for interacting with followers and responding to comments in an online community?
Pregunta 5: Who defines and supervises the overall creative vision of an advertising campaign?
Pregunta 6: Which professional improves the usability, accessibility and structure of a website or application?
Campaigns, Channels and Ad Formats
Pregunta 1: Which term refers to a webpage created to encourage visitors to complete one specific campaign action?
Pregunta 2: Which advertising format contains several images or cards that users can view one after another?
Pregunta 3: A promotional message plays during a podcast episode. Which format is this?
Pregunta 4: Which channel would be most appropriate for sending personalised promotional messages directly to existing subscribers?
Pregunta 5: Which term describes paid content designed to resemble the surrounding editorial or platform content?
Pregunta 6: Which advertising format normally appears as a large structure beside a road or in another public location?
Metrics and Campaign Performance
Pregunta 1: An advert receives 10,000 impressions and 500 clicks. Which metric measures the percentage of impressions that generated those clicks?
Pregunta 2: Which metric measures the average amount paid for each click on an advertisement?
Pregunta 3: Which metric estimates the total economic value generated by a customer throughout their relationship with a company?
Pregunta 4: Which term describes the percentage of customers who stop using a service during a defined period?
Pregunta 5: A campaign was displayed 50,000 times but only reached 20,000 different people. What does 50,000 represent?
Pregunta 6: Which metric measures the percentage of visitors who complete an action such as purchasing or registering?
Targeting, Research and Public Relations
Pregunta 1: Which term refers to statistical characteristics such as age, occupation, income and location?
Pregunta 2: Which research method collects detailed information about people's opinions, motivations and experiences?
Pregunta 3: Which term describes showing advertisements to people who previously visited a website?
Pregunta 4: Which document is an official written announcement sent to journalists and media organisations?
Pregunta 5: Customer reviews and testimonials can influence new customers because they provide:
Pregunta 6: Which term represents the stages and interactions a person experiences before, during and after purchasing?
Marketing Word Formation
Pregunta 1: The campaign significantly increased brand 1 among local consumers. (AWARE)
Pregunta 2: The marketing team completed a detailed 1 of the campaign data. (ANALYSE)
Pregunta 3: The advertisement used emotional and highly 1 language. (PERSUADE)
Pregunta 4: The loyalty programme improved customer 1 significantly. (RETAIN)
Pregunta 5: The company wants to increase its online 1 through SEO and digital advertising. (VISIBLE)
Pregunta 6: The new registration form is more 1 for users with disabilities. (ACCESS)
Marketing Sentence Transformations
Pregunta 1: The campaign attracted 25,000 unique users.
REACH
The campaign had a 1 25,000 unique users.
REACH
The campaign had a 1 25,000 unique users.
Pregunta 2: The company will introduce the new campaign on Friday.
LAUNCHED
The new campaign will 1 the company on Friday.
LAUNCHED
The new campaign will 1 the company on Friday.
Pregunta 3: The company uses useful content to attract potential customers.
INBOUND
The company uses 1 potential customers.
INBOUND
The company uses 1 potential customers.
Pregunta 4: The analyst compared the campaign profit with the amount invested.
RETURN
The analyst calculated the campaign's 1 investment.
RETURN
The analyst calculated the campaign's 1 investment.
Pregunta 5: The team divided the audience into smaller groups.
SEGMENTATION
The team used audience 1 smaller groups.
SEGMENTATION
The team used audience 1 smaller groups.
Pregunta 6: Customer reviews make the service appear more trustworthy.
PROOF
Customer reviews provide social 1 service.
PROOF
Customer reviews provide social 1 service.