Glossary

BYOD (an acronym for Bring Your Own Device) is a corporate policy that allows employees to use their own personal devices — such as laptops, smartphones, or tablets — to access company data, applications, and resources.

Buzz marketing is a communication strategy aimed at generating spontaneous word of mouth around a brand, product, or campaign. The goal is to create positive “buzz” — excitement and curiosity — that attracts public attention and encourages sharing.

Buyer personas are semi-fictional representations of a company’s ideal customers, based on real data, behaviours, motivations, and goals. They help understand who the audience is, making marketing and communication strategies more targeted and consistent.

A buyer is the professional or individual responsible for purchasing products or services on behalf of a company, organisation, or client. They may operate in the B2B (business-to-business) or B2C (business-to-consumer) sectors, with different goals, criteria, and decision-making processes.

The Buy Now Pay Later (BNPL) is a payment method that allows consumers to purchase goods or services immediately and pay for them at a later date, generally split into interest-free instalments or with a minimal interest cost, spread over a short period. It is essentially a form of easily obtainable micro-credit, offered directly at the point of sale or at the e-commerce checkout.

Business-to-Business advertising (or B2B advertising) refers to promotional communication aimed not at end consumers but at other companies or professionals. Its goal is to generate commercial relationships, partnerships, or sales between businesses within a specialised market.

The Business Press refers to all media outlets — magazines, newspapers, online portals, or editorial sections — focused on the economic, financial, and entrepreneurial world. It includes both general-interest publications with business sections and specialised outlets aimed at professionals and companies.

The business plan is a strategic document that describes in detail the objectives, strategies, resources, and financial forecasts of a company or project. It serves as the operational and financial “roadmap” that guides the implementation of the business model over time.

The Business Model Canvas is a visual strategic tool created by Alexander Osterwalder to clearly and concisely represent a company’s business model. It consists of nine building blocks that describe the key elements of how a business operates: customers, offer, infrastructure, and financial sustainability.

The business model (or model of business) describes how a company creates, delivers, and captures value. In other words, it explains how a business generates revenue, manages costs, and maintains its sustainability over time by linking strategy, market, and offering.

Business Manager is a free, centralised platform offered by Meta (owner of Facebook and Instagram) that acts as an operational hub for managing all of an organisation's digital assets. It allows brands, agencies, and professionals to manage their Facebook and Instagram Pages, advertising accounts, product catalogues, Pixels, custom audiences, and collaborators all in one place.

Business Communication, or Corporate Communication, is the structured collection of all activities, processes, and information flows that an organisation implements to interact with its various audiences, both internal (employees, management) and external (customers, suppliers, stakeholders, the media, and the general public). It aims to convey the company's mission, vision, values, and identity in a coherent and strategic manner.

The Burst (or 'continuous shooting') is a shooting mode available on cameras, smartphones, and camcorders that allows for the capture of a rapid sequence of images in succession with a single press of the shutter button. This feature is essential for avoiding missing fleeting moments, dynamic actions, or rapidly changing expressions.

The Buried Offer is a copywriting or marketing strategy where the most important element of the offer—be it a major benefit, a free bonus, or a substantial discount—is strategically placed not at the beginning or highlighted, but concealed within the body of the text. The objective is to encourage the reader to consume the entire content of the page, post, or email, rewarding those who make it all the way through.

Burnout (or Burnout Syndrome) is a state of physical, emotional, and mental exhaustion caused by chronic, prolonged, and ineffectively managed stress in the workplace. It is an occupational phenomenon recognised by the World Health Organisation (WHO) and manifests through three main dimensions: exhaustion, cynicism or detachment from one's job, and reduced professional efficacy.