École Supérieure de Publicité

Publié le 29 juil. 2025

Communication Glossary: 50 Terms to Know

In a constantly evolving sector, mastering the vocabulary of communication is essential to navigate with ease and credibility. Whether you are a student, a young professional, or transitioning careers, a good understanding of industry terminology will help you better grasp the issues, communicate effectively with your interlocutors, and position yourself as a savvy communicator.

This glossary brings together 50 essential terms to know in order to navigate the world of communication, from digital marketing to brand strategy.

5 minutes de lecture

Technologies & Innovation

42 – Big Data: Processing and analysis of large data sets to extract strategic insights

43 – Chatbot: Automated program capable of conversing with users on a website or application

44 – AI (Artificial Intelligence): Set of techniques allowing a machine to replicate human cognitive functions

45 – Augmented Reality (AR): Superimposition of digital information (text, images, 3D) on the real world via a screen

46 – Virtual Reality (VR): Total immersion in a simulated environment, using a dedicated headset

The future of communication also involves tech: the Master's Media Strategy & Digital Activation also incorporates issues related to AI, VR, or chatbots.

ESP: a school to learn to speak the language of professionals

École Supérieure de Publicité

L'auteur(e)

Une école reconnue et engagée. Première école de communication en France depuis 1927, l’ESP a été fondée par des professionnels du secteur avec une ambition forte : allier excellence académique et exigence professionnelle. Près de 100 ans plus tard, cette ambition reste intacte.

École Supérieure de Publicité

Publié le 29 juil. 2025

Communication Glossary: 50 Terms to Know

This glossary brings together 50 essential terms to know in order to navigate the world of communication, from digital marketing to brand strategy.

5 minutes de lecture

Strategy & Planning

1 – Benchmark: Comparative analysis of best practices and market or competitor performance

2 – Branding:Set of actions aimed at building and enhancing a brand's identity

3 – Brief: Framing document defining the objectives, target, and context of a project

4 – Persona: Typical profile representing a segment of your audience, used to refine communication

5 – Strategic planning: Detailed roadmap of actions to be taken to achieve communication objectives

6 – Positioning: How a brand differentiates itself in the mind of its target audience

Want to delve deeper into these concepts? Discover the Master's in Brand Strategy & Brand Content at ESP, to learn how to manage global campaigns and build strong brands!

Digital Marketing

7 – Content marketing: Strategy for creating and distributing high-value content to attract and retain an audience

8 – Inbound marketing:Method that involves attracting customers through useful content rather than soliciting them directly

9 – KPI (Key Performance Indicator):Key performance indicator used to measure the effectiveness of an action

10 – Lead generation: Process of capturing leads through forms, ebooks, webinars, etc.

11 – Retargeting / Remarketing: Displaying targeted ads to users who have already visited your site

12 – SEA (Search Engine Advertising):Paid advertising on search engines (Google Ads, Bing Ads)

13 – SEO (Search Engine Optimization):Content optimization to improve organic search engine ranking

14 – SMO (Social Media Optimization):Techniques for optimizing visibility and engagement on social networks

Are you passionate about digital? The Bachelor's in Digital Strategy and the Master's in Media Strategy & Digital Activation at ESP train you in the essential levers of digital marketing, from SEO to inbound.

Content & Creation

15 – Editorial charter:Document defining the tone, style, and writing rules to be followed

16 – Copywriting:The art of writing persuasive texts to encourage action (CTA, landing pages, emails)

17 – Infographics:Visual support combining text and illustrations to synthesize information

18 – Motion design:Graphic animation bringing visuals to life to explain or promote

19 – Storytelling:Narrative technique that uses the power of storytelling to create emotion and enhance engagement

20 – UGC (User Generated Content):Content produced by users (reviews, photos, videos) and valued by the brand

If content creation interests you, explore our Bachelor's in Advertising Creation and our Master's Art Direction & Digital Design, which combine design, storytelling, and mastery of creative tools.

Advertising & Media

27 – CPC (Cost Per Click): Cost charged for each click on an advertisement

28 – CPM (Cost Per Mille): Rate for one thousand impressions of an advertisement

29 – Media planning: Selection and planning of advertising media to maximize the reach of a campaign

30 – Native advertising: Advertising integrated into editorial content, respecting the format of the host platform

31 – OOH (Out-Of-Home): Outdoor advertising (billboards, street furniture, public transport)

32 – Programmatic: Automated purchase of advertising space in real-time via algorithms

Rather attracted to the worlds of advertising and media campaigns? The Master's Marketing of Entertainment & Creative Industries immerses you in the reality of agencies, from the idea to the broadcast.

Press Relations & Public Relations

33 – CP (Press Release): Informative document sent to journalists to announce an event or a launch

34 – Press Kit: Set of documents (press release, visuals, biographies) provided to the press to cover a topic

35 – Influencers: Individuals with an online audience likely to relay a brand message

36 – Media Training: Training aimed at preparing a person to effectively engage with the media

37 – Press Kit: Digital version of the press kit, optimized for online download

To train you in the art of public relations and image management, the Bachelor's Communication & Marketing and the Master's Corporate & Institutional Communication offer you a concrete and professional approach.

Event Management

38 – Brand Activation: On-ground or digital action to provide a direct and memorable experience to consumers

39 – B-to-B / B-to-C: Distinction between communication aimed at businesses (B2B) or end consumers (B2C)

40 – Live Marketing: Live communication (streaming, webinar, live event) to interact in real-time

41 – Teasing: Early promotional phase aimed at creating anticipation before an event or launch

If you enjoy creating memorable experiences, the Bachelor's Event Management and the Master's Influence & Event Marketing prepare you for careers in organization, activation, and live marketing.

Technologies & Innovation

42 – Big Data: Processing and analysis of large data sets to extract strategic insights

43 – Chatbot: Automated program capable of conversing with users on a website or application

44 – AI (Artificial Intelligence): Set of techniques allowing a machine to replicate human cognitive functions

45 – Augmented Reality (AR): Superimposition of digital information (text, images, 3D) on the real world via a screen

46 – Virtual Reality (VR): Total immersion in a simulated environment, using a dedicated headset

The future of communication also involves tech: the Master's Media Strategy & Digital Activation also incorporates issues related to AI, VR, or chatbots.

Measurement & Optimization

47 – A/B testing: Comparison of two versions of the same content to determine the most effective one

48 – Heatmap: Visual map indicating the most clicked or navigated areas of a web page

49 – Conversion Rate: Percentage of users who completed the desired action (purchase, filled form…)

50 – ROI (Return on Investment): Indicator measuring the profitability of an action or campaign

Understanding, analyzing, optimizing: these skills are at the heart of all our training programs, and particularly of the Master's Brand Strategy & Brand Content and the Master's , focused on data and performance.

ESP: a school to learn to speak the language of professionals

At the ESP (Higher School of Advertising), we train the communicators of tomorrow through professional courses grounded in the reality of the sector. Starting in the 3rd year, our students engage in work-study programs, combining academic training and experience in the workplace.

Our pedagogy blends theory, practice, and immersion in the communication ecosystem: real campaigns, client briefs, meetings with professionals, creative competitions, and of course… mastery of industry vocabulary.

Knowing the key terms means knowing how to collaborate better, pitch better, convince better. And that's what we teach you to do, step by step.

Want to join a school that truly speaks the language of communication?

Join one of our upcoming admission sessions and find out if ESP is right for you.

Join a school that has been training communication professionals for nearly 100 years.

Application

École Supérieure de Publicité

L'auteur(e)