During the past two weeks, I have heard many acronyms used in different contexts. Each time I hear a new one, I write it down in my notebook to look up later. I never realized how many acronyms are used in the day-to-day agency life!

Below are the eight advertising acronyms I learned at Brokaw during my first two weeks:

  1. CTA
    • Call to Action: the backbone of advertising. A CTA includes words that give the audience instruction to provoke an immediate response or action. Without a CTA, advertising leaves the audience with no direct way to respond and is ineffective.

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  1. RFP
    • Request for Proposal: a document created by a business to request bids from advertising agencies when extra funding is available for a project. Brokaw often receives requests from clients to join a bid for a new project opportunity. A lot more work than I thought goes into these!

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  1. KPI
    • Key Performance Indicator: measures how well companies, business units, projects or individuals are performing compared to their strategic goals and objectives over time.

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  1. DMA
    • Designated Market Area: geographic area in which the radio and television stations in that city account for a greater proportion of listening or viewing public than those in neighboring cites. DMAs are defined by Nielsen Media Research to identify the best markets to target.

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  1. EOD
    • End of Day: often used to designate the time something must be completed. EOD is traditionally around 5 p.m. but many vary depending on the company or client needs.

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  1. CTR
    • Click through rate: a ratio showing how often people who see the ad end up clicking on it, used to gauge how well keywords and ads are performing online. A high CTR indicates that users find the ads helpful and relevant.

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  1. SEO
    • Search engine optimization: the process of maximizing the number of visitors to a particular website that ensures the website appears high on the list of results returned by a search engine.

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  1. ONEWS
    • Oh no! Not another newsletter: the weekly newsletter Brokaw sends out to their clients and employees about current industry trends that relate back to advertising.

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Acronyms are essential to understanding and staying up to date with the fast-paced environment of an advertising agency. As an intern, I am trying to learn as much as possible about the different aspects of advertising shown in these acronyms above. It is important to know these terms, ask questions if something is unfamiliar or use good old Google for a quick refresher.

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