ArtsMarketing.org has collected and defined terms that are used throughout this website. Search for a word you are interested in learning more about by clicking the first letter of the term.

A B C D E F G H I J K L M N O P Q R S T UVW XYZ

above the fold - a newspaper term meaning all text and images visible above the fold in the middle of the paper--the term now applies to Web sites, meaning all text and images visible on the initial screen, before the user scrolls down to read the rest of the information.

Acquisition - Purchasing another organization in order to acquire its market strength.

Action - Action is the ultimate goal of every aspect of your Marketing plan. Your Target acts – becomes a customer – buys a ticket, signs up for a class, sends for your brochure, and becomes a subscriber. Be sure your communications clearly direct your customers and potential customers on how to act. Don’t assume they know what the next step is – you have to tell them!

Actives - Customers who are your greatest source of revenue.

Actual Data - Data that is collected about a specific individual and saved as part of a computer record pertaining to that individual.

Add-ons - “Extras” that increase the value of a product. For example: high value program guides, post show lectures, restaurant reservations made by the box office, etc.

Address Correction - A technique of cleaning lists mailed by bulk rate. By printing "Address Correction Requested" in the return address corner of the mailing piece, the Post Office will return those delivered to bad addresses and supply the new addresses. There is an extra cost for each returned piece of mail. Therefore it is only desirable to use this method to update house files.

ADI - (sponsorship) "Area of Dominant Influence" - This refers to market size and is based on television viewership in a given market as measured by Arbitron. (Source: Litlamp.)

Algorithms - A higher-level formula than a match code. Algorithms are based on probability tables that assume that if records have certain similarities they are duplicates.

Ambush Marketing - (sponsorship) This occurs when corporations that do not have official sponsor status gain access to sponsor benefits or otherwise seize attention away from official sponsors. (Source: Litlamp.)

Attainable - One of the three qualities of a well-defined marketing objective for a non-profit arts organization. Attainable means that your organization should realistically be able to reach the goals set in your marketing objective. Your organization should determine whether it has —or can get— the necessary resources, budget, or staffing to accomplish what it is setting out to do?

Attention - Getting your organization's sales messages noticed--Stopping the consumer in his tracks and causing him or her to say, "This is important to me. This fills a need. I should pay attention to this message." Tip: generating attention is far more effective when your customer can jump into your communication (as opposed to having your communication jump out at your customer).

Attitude - What people feel about your organization’s product--usually the result of an experience – an ad, imagery, using the product, word of mouth . . . or all of the above!

Audience (see: Customer) - A body of listeners or spectators. For marketing purposes, ArtsMarketing.org prefers the term Customer.

Awareness - Awareness is related to your organization's Branding Strategy. Generating awareness doesn't happen overnight; it's a building process. It starts with getting noticed. It moves through building interest. It culminates in being remembered – and being remembered for the right reason! Throughout the process, the key is being relevant.