Marketing Glossary - B: Marketing Partners


B2B / Business-to-Business

Term used to describe a Target Market consisting of business customers versus individuals or consumers. One example is manufacturers who sell only to other manufacturers, wholesalers or dealers.

B2C / Business-to-Consumer

Term used to describe a Target Market consisting of individual consumers versus businesses. Examples are local retail stores or hair salons.

Base Rate

One-time rate charged by an advertising medium before any discounts are offered; also called open rate.

BDI / Brand Development Index

Percentage of a brand’s sales in an area in relation to the population in that area as compared to the sales throughout the entire U.S. in relation to the total U.S. population.

Behavior change communication (BCC)

Behavior change communication (BCC) is the evidencebased, consultative effort to address individual knowledge, attitudes, behaviors, and social norms in a strategic manner. BCC operates though various intervention types, namely mass media, interpersonal and community based.

Benefit corporation, B Corp

A benefit corporation or a B corporation is a corporate form available in approximately half of the US States, designed for for-profit entities that wish to consider society and the environment in addition to profit in their decision making process. The purpose of a benefit corporation includes creating general public benefit, which is defined as a material positive impact on society and the environment. B corporations have been certified by the nonprofit B Labs.

Bounce Rate

Bounce Rate is the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page). Bounce Rate is a measure of visit quality and a high Bounce Rate generally indicates that site entrance (landing) pages aren’t relevant to your visitors.

Broadcast Order

Instructions to a radio or television station detailing the scheduling of spots for broadcast advertising. The broadcast order is issued by the advertiser or advertising agency and will specify the length of the advertisement, the daypart or time of day it is to be run, the quoted price, and the date (or dates) on which the ad is to run. See also Insertion Order.


The standard newspaper size (in contrast to Tabloid). Approximate page dimensions are 22” deep by 12” to 14” wide, with six or seven columns each 2-1/4” wide. A standard-size newspaper is sold folded in half.

Bus. Pub. Audit of Circulations

The Business Publications Audit of Circulations (BPA) is an independent, non-profit trade organization for publishers, advertisers, advertising agencies, and commercial websites, which primarily target business audiences. BPA exists solely to audit and certify circulation and site-traffic claims of its members, and the organization is supported by its members. Its annual audit report, (which requires membership to access) for a member shows, among other data, the average circulation of the print media and websites, and the job title/role of readers and is used by advertisers in planning their marketing campaigns. Established in 1931 in the US, it has affiliates in most other countries. Whereas the Audit Bureau of Circulations (ABC) concentrates primarily on auditing consumer publications, BPA audits 85% of all business-to-business publications. BPA can be found at