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The ABCs of Ad Agencies: R

The ABCs of Ad Agencies: R

New year, new marketing knowledge! Learn some marketing terms from the letter R that might come up in your next meeting with an advertising agency.


An ad’s reach is the number of people who were exposed to it. Don’t confuse this with impressions. Reach is an un-duplicated number, meaning that each person is only counted once, no matter how many times they are exposed to the ad. With impressions, one person can see the ad 5 times, and all 5 of those times will be counted.

Responsive Design

If you’re building a website or email marketing campaign, it’s important to have a responsive design. This means that the web page or email will adapt based on the device a person is using to view it. A responsive design will rearrange itself to show all the same information in a different format to fit the screens of desktop computers, smartphones, and tablets.

Ever visit a website on your phone and get the option for mobile or full versions? That means the website is unresponsive so two separate sites had to be built.


Perhaps one of the most important marketing terms is ROI, or Return on Investment. In marketing and especially in public relations, measuring direct ROI in terms of dollars and cents can be difficult, so marketers use a wide variety of other metrics to measure success—anything from brand awareness levels to event attendance to number of media mentions.

However, as marketing goes increasingly digital, there are many powerful tools, including digital display advertising and pay-per-click advertising, that make it easy for you to track and measure your marketing ROI down to the penny.