Glossary

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.

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 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.

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.

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.

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 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.

BYOD (an acronym for Bring Your Own Device) is a corporate policy that allows employees to use their own personal devices — such as laptops, smartphones, or tablets — to access company data, applications, and resources.

Buzz marketing is a communication strategy aimed at generating spontaneous word of mouth around a brand, product, or campaign. The goal is to create positive “buzz” — excitement and curiosity — that attracts public attention and encourages sharing.

Buyer personas are semi-fictional representations of a company’s ideal customers, based on real data, behaviours, motivations, and goals. They help understand who the audience is, making marketing and communication strategies more targeted and consistent.

A buyer is the professional or individual responsible for purchasing products or services on behalf of a company, organisation, or client. They may operate in the B2B (business-to-business) or B2C (business-to-consumer) sectors, with different goals, criteria, and decision-making processes.

The Buy Now Pay Later (BNPL) is a payment method that allows consumers to purchase goods or services immediately and pay for them at a later date, generally split into interest-free instalments or with a minimal interest cost, spread over a short period. It is essentially a form of easily obtainable micro-credit, offered directly at the point of sale or at the e-commerce checkout.

Business-to-Business advertising (or B2B advertising) refers to promotional communication aimed not at end consumers but at other companies or professionals. Its goal is to generate commercial relationships, partnerships, or sales between businesses within a specialised market.

The Business Press refers to all media outlets — magazines, newspapers, online portals, or editorial sections — focused on the economic, financial, and entrepreneurial world. It includes both general-interest publications with business sections and specialised outlets aimed at professionals and companies.

The business plan is a strategic document that describes in detail the objectives, strategies, resources, and financial forecasts of a company or project. It serves as the operational and financial “roadmap” that guides the implementation of the business model over time.