Marketing Glossary - I

Implicit bias

Implicit bias refers to the attitudes or stereotypes that affect our understanding, actions, and decisions in an unconscious manner.


Number of homes or individuals exposed to an advertisement or group of advertisements. In Internet, the total number of times an online advertising banner has been served to the websites visitors. To be counted as an impression, the banner has to successfully load on the user’s browser.

Inbound Marketing

Instead of pushing out paid ads and direct mail pieces (outbound marketing), inbound marketing uses helpful content to attract visitors to engage with your company by choice. Inbound marketing earns the attention of potential customers, makes the company easy to be found, draws customers by producing interesting and useful content, building the relationships and nurturing them along so you ultimately earn their business.


This term is fairly straightforward. It’s the combination of words (information) and visuals (graphics) to convey a story or message—usually an infographic includes numbers or data to educate or inform.

IO / Insertion Order

Instructions to a publisher detailing the placement of material for print advertising. The insertion order is issued by the advertiser or advertising agency and will specify the size of the advertisement, the position, the quoted price, and the date (or dates) on which the ad is to appear.

Integrated Marketing

An integrated marketing communication strategy fuses traditional and digital marketing techniques to harness the best of classic and modern communication methods. You can think of integrated marketing as a well-rounded program that uses both offline and online techniques. (The terms 360 campaign and multi-channel marketing are also used to describe the concept.)