Glossary

The C2B (Consumer to Business) model is a type of commercial relationship in which consumers provide value to companies, rather than the other way around. In this model, users can offer products, ideas, content, or data in exchange for compensation, discounts, or services.

The C2C (Consumer to Consumer) model describes commercial transactions that take place between private consumers, often mediated by a digital platform. In this system, users can sell, exchange, or offer products and services directly to other users, without the direct involvement of a manufacturer or distributor.

The C2G (Citizen to Government or Consumer to Government) model refers to digital interactions between citizens and public institutions, where users access services, make payments, or submit data through official platforms. It is a key component of e-government and the digital transformation of public administration.

Cable television is a television broadcasting system that delivers audio and video signals through coaxial or fibre-optic cables instead of over the air. It offers more stable image quality and access to a wide range of channels, often as part of paid subscriptions.

A cabrata (tilt-up shot) is a camera movement in film or photography where the camera tilts upward, shifting the lens axis from a lower to a higher angle. The term comes from aviation, where “to cabrare” means to lift the nose of an aircraft towards the sky.

Caddie Promotion is a promotional marketing technique used in supermarkets and large retail stores that involves placing advertising materials or samples directly on shopping trolleys (caddie in French). The goal is to reach consumers during their shopping journey — the moment when they are most focused on products and purchasing decisions.

A Call to Action (abbreviated CTA) is a clear and direct invitation for the user to take a specific action, appearing in texts, banners, emails, web pages, or advertisements. It can be a word, phrase, or button encouraging the audience to click, buy, subscribe, or get in touch.

A "Black Box" campaign is not an official type of campaign, but a colloquial and often critical expression used by marketing professionals to describe highly automated advertising campaigns (such as Google Performance Max or Meta Advantage+) where the advertiser has very limited visibility and control.

In this model, the advertiser provides the platform with the inputs (conversion goals, budget, creative assets like text, images, and videos) and the platform's artificial intelligence manages everything else (targeting, bidding, placement, budget allocation) in an opaque manner, like a "black box".

A capsule collection is a small fashion or design collection made up of a limited number of items, often created as a special or temporary edition. It may originate as an independent creative project or a collaboration between brands, designers, or artists.

A Car Card is a printed advertising format, typically on card, displayed inside public transport vehicles. These are the classic posters positioned above the windows or on the internal walls of buses, trams, underground trains, or commuter trains.

A cash cow is a product, service, or business area that generates steady profits well above maintenance costs, often requiring minimal investment. It’s a stable source of cash flow that supports other, riskier, or developing business activities.

Cash flow represents the amount of money coming in and going out of a company over a given period. It shows the actual liquidity available to support operations, investments, and debt payments.

The Porter’s Value Chain is a strategic model developed by Michael E. Porter that describes all the activities required to create value for the customer within a company. It divides business processes into primary activities (production, marketing, logistics, sales, after-sales) and support activities (human resources, technology, procurement, infrastructure).

Cause Related Marketing (CRM) is a partnership strategy between a for-profit company and a specific non-profit organisation or social cause. It is based on the company's commitment to donate a percentage of the sales or revenue from a product or service to support that cause. It is not a simple donation, but a marketing action that makes the financial contribution conditional on the consumer's purchase or use of the product.

CFR is one of the Incoterms® (International Commercial Terms), an acronym for Cost and Freight. It is a delivery clause used exclusively for sea transport or inland waterways. Under CFR, the seller has the obligation to pay the carriage costs necessary to bring the goods to the agreed port of destination.