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The ABCs of Ad Agencies: K

The ABCs of Ad Agencies: K

Working with an advertising agency often means measurable results, friendly customer service, and creative ideas that drive brand awareness. But it also can mean confusing jargon. Here are some common marketing terms for the letter K that you may come across while working on your next campaign.


This is a design term that’s very important when you’re laying out anything with text. Kerning is the adjustment of spacing in between letters and characters. This is similar to “tracking,” with the main difference being that kerning is done individually by character and tracking is uniform across all characters.

Paying attention to kerning and tracking, as well as choosing a good font, can help make your products read well and avoid disasters like this.

Key Message

Any communication, from a tweet to a multimedia campaign, is always trying to get across some message. When you’re starting to plan out the communication you’ll be putting out, the “key message” is the main idea you’re trying to hit home throughout your messaging.

This is the most important part of developing a creative brief, as it gives the writers and artists a clear sense of what they need to be saying.


A keyword is a word or short phrase that summarizes what your digital content is about, enabling search engines to determine if it’s relevant to a user’s search query. When creating a paid search campaign or digital content, it is important to consider how you can build it around relevant keywords to improve your search engine rankings and attract the right search engine users.

For example, a comedy club in Baltimore may build a campaign or content around keywords such as “Baltimore comedy,” “comedy shows in Baltimore,” and “stand-up comedy Baltimore.”