The ABCs of Ad Agencies: G

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 terms you may come across while working on your next campaign.

Geotargeting

Paying to advertise in San Francisco won’t yield much ROI for a mom-and-pop bakery in Philadelphia. Geotargeting is a way of maximizing your marketing budget by only placing digital ads in a certain geographical area to reach your target audience. You can use geotargeting to target your ads within a certain radius of your business (typically by ZIP codes) to attract local customers. Another clever way to geotarget is to find related businesses that could bring you customers, like a personal injury lawyer targeting digital ads around auto body shops.

GRP

GRP stands for gross rating point and is calculated by multiplying reach times frequency. GRPs are how TV and radio stations sell ad placements. They’re selling you an estimate of how many people will see your ad and the price of each placement varies based on the GRPs of each station or daypart.

Gutter

This is a term used in graphic design and page layout. When you open a magazine or a book, you’ll see that there’s usually a margin of white space in the middle, on either side of the seam. This is called a gutter. It’s an important consideration when laying out a print piece to avoid any elements being lost in the binding.