Dark Site
A company’s dark site is a hidden web site that can be switched out with a currently visible web site to respond to a particular event or emergency situation.
Data-Mining
Data-mining is the process of discovering previously unknown patterns from very large data sets. For example, the determination of a new trend from information taken from all of a social network’s databases would be considered data mining.
Daypart
Designated divisions of the day in both radio and television that air different programming and consequently appeal to different demographics.
Decision Tree
The customer evaluates their wants and needs in a rational/emotional timeline leading up to brand purchase.
Definition
A premium left with prospective customers by a sales person, to remind them of the product or service being sold.
Demographics
Description of outward traits that define a group of people. Age, sex, nationality, marital status, education, occupation or income are often-seen categories. Decisions regarding market segmentation are often made after an analysis of demographic data.
Descriptive Tagline
A brand tagline that describes the product or service being offered clearly and succinctly.
Descriptor
Term used with a brand name to describe the category in which the brand is competing, such as "fluoride toothpaste" or "online bank".
Design
In brand-building, where the aim is to create a positive brand experience: the planning and/or shaping of services, products, communications, systems, and environments.
Designated Market Area
A geographic area where the population can receive identical or similar programming. These area designations can include several cities or can be divided into smaller units such as neighborhoods.
Differentiation
Creation or demonstration of unique characteristics in a company's products or brands compared to those of its competitors.
Digital Marketing
Promotion of brands using the internet and/or mobile and other interactive channels.
Direct Marketing
Advertising that reaches consumers through direct channels such as mail, email, social media, promotional fliers, and other techniques. Direct Marketing messages are positioned to speak directly to consumers and engage them in a call to action.
Direct Marketing
Advertising that reaches consumers through direct channels such as mail, email, social media, promotional fliers, and other techniques. Direct Marketing messages are positioned to speak directly to consumers and engage them in a call to action.
Direct Response
Classification for an advertisement that advocates urgent action on the part of the viewer.
Disruptive Innovation
A new service, product, or business that redefines a market; also called discontinuous innovation.
Dynamic Keyword Insertion
The process of inserting a user’s specific search terms directly into an advertisement after a keyword search.