Letter of the week B

Broadcasters’ Audience Research Board (BARB)

BARB is an organisation that compiles audience measurement and television ratings in the UK. It can then be filtered down by regions, demonstrated in the map below.

Behavioural Targeting

This is a technique used by advertisers to target their audience based on their behaviours. It can be done via online data capture (there are consent constraints), alternatively demographic data may be used.

Below the line

If you have already visited my first marketing jargon post, you will be familiar with the term ‘above the fold’. Well below the fold is the opposite, when you load a webpage you would have to scroll down to view ‘below the fold’.

Brand Advocate

A brand advocate is a person or customer that talks favourably about your product or service. This may be done via social media, word of mouth or if they are existing customers it may be through a testimonial.


An abbreviation of business to consumer, this means that you as a business sell your product or service to individuals.


B2B is the abbreviation of Business to Business, which means that your products or services are targeted to other businesses.


Bitly is a website that enables you to shorten a URL, it’s popular with Twitter users because of the character restrictions.

Bounce Rates

Bounce rates refer to the proportion of users that visit your website and only view one page. They don’t explore your website before exiting; bounce rates are usually recorded as a percentage.

Bread Crumbs

This is a sophisticated and online version of Hansel and Gretel’s breadcrumb trail. When users visit a website and navigate through to different pages it leaves a trail of ‘bread crumbs’, which allows the user to trace their steps back.

Below the line

Is a strategy companies use to promote or sell their products/services. It is much more specific than mass media advertising; sending flyers or brochures to targeted postcodes is one example of below the line marketing. It could also be used within targeted social media marketing.

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