Glossary

The Bounce Rate is a Web Analytics metric that indicates the percentage of visitors who arrive at a website and leave after viewing only one page. The action of visiting a single page and leaving without further interaction is called a 'bounce'.

A Bounce Back (or "Bounceback Offer") is a specific promotional tactic that consists of offering a customer an incentive (such as a coupon or discount) immediately after they have completed a purchase. The aim is to encourage the customer to 'bounce back' and make a second purchase within a short period.

Bossing is a form of psychological violence and abuse of power that occurs in the workplace, systematically perpetrated by a hierarchical superior (the "boss") against one or more employees. This abusive practice, which falls under the category of vertical mobbing, is characterised by intimidation, humiliation, constant and unjustified criticism, and sometimes even exclusion from company benefits. The aim is often to force the employee to resign voluntarily, thereby avoiding redundancy procedures and the associated costs.

In the context of creative agencies, companies, or marketing institutions, a Borsista is a junior professional role, typically a recent graduate or young talent, who has gained access to a limited-entry training-work programme by successfully passing a competitive examination or selection process. This position is supported by a 'study grant' (a grant or a fixed compensation) paid by the promoting body (the company itself or a partner foundation).

A Boom (or 'market boom') is a phase of extremely rapid, sudden, and intense economic growth concerning a specific sector, product, or trend. It is an expansion that significantly exceeds normal growth rates, often driven by a peak in demand, a technological innovation, or a radical change in consumer habits.

A Bookmark is a term with two distinct meanings, one physical and one digital, both relevant in marketing and design.

1. Print/Merchandise: It is a physical object, usually a strip of cardboard or another material, designed to hold one's place in a book or diary. In marketing, it is a popular promotional gadget.

2. Web/Browser: It is the function in a browser (such as Chrome, Firefox, Safari) that allows the user to save the address (URL) of a specific web page so that they can quickly revisit it, without having to search for it or type it in.

Un Booklet è un piccolo libro o un fascicolo composto da un numero limitato di pagine. Si differenzia da un dépliant (che è un foglio singolo piegato) perché è rilegato, quasi sempre con una "rilegatura a punto metallico" (due graffette applicate sul dorso/piega). È un formato più strutturato di un opuscolo, ma più snello ed economico di un catalogo o di un libro in brossura.

The "Book", more commonly known as Portfolio, is the strategic and curated collection of the best work created by a creative professional. Historically, it is presented as a physical binder (often a sleek folder or box) containing high-quality prints , print proofs ('chromalins') of graphic projects and cut-outs of published advertising campaigns (in magazines or on billboards). Today, the term also extends to its digital counterpart (website, PDF, or platforms such as Behance).

Bombastic is an adjective that describes a style of communication (visual or textual) that is inflated, exaggerated, and rhetorical. It refers to language that sounds grandiose and high-flown, but which is, in reality, empty, lacking in substance, or disproportionate to the content it aims to convey.

It is the communicative equivalent of 'puffing one's chest out' without having anything concrete to say. It is an extreme form of 'Blah-Blah'.

Boldface, commonly known as bold, is a typographic style (or 'weight') of a typeface in which the strokes that make up the letters are drawn thicker, heavier, and darker than the standard (regular) version of the same typeface.

It is part of a font family and is designed to have a greater visual 'weight' on the page.

BOFU is the acronym for Bottom of the Funnel. It represents the final, narrowest phase of the Marketing Funnel. This is the moment when the user, after identifying a problem (TOFU) and evaluating solutions (MOFU), is a qualified and 'warm' lead, ready to make a purchasing decision.

The Body Copy (or body of text) is the main and most extensive block of text in an advertisement, brochure, web page, or any communication material. It is the descriptive and explanatory part that follows the headline (the title) and whose job it is to argue the promise, provide details, and persuade the reader.

If the headline 'hooks' the reader, the body copy 'converts' them.

In typography, graphic design, and publishing, the Body Type (or Text Type) is the typeface specifically designed and chosen to set the main and most extensive text in a composition, i.e., the body copy.

It contrasts with the Display Type (headline face), which is instead designed for emphasis and visual impact at large sizes.

Body Shaming, literally meaning "shaming the body", is a form of social aggression and discrimination that involves ridiculing, judging, criticising, or disparaging an individual based on their physical appearance which does not conform to socially accepted aesthetic standards. It can manifest through offensive comments regarding specific characteristics such as weight, shape, height, presence of hair, scars, or physical disabilities. It occurs both offline and online, where it often escalates into cyberbullying.

In creative, advertising, and design contexts, a Board is the surface (physical or digital) on which an idea is assembled, developed, and presented. It is the working or presentation 'table' or support that hosts the visual elements of a project, such as a layout, a concept, or a sequence.

The term is the root of fundamental concepts such as Storyboard, Moodboard, and Artboard.