Glossary

The Baby Boomers (or simply Boomers) are the demographic cohort born in the period immediately following the Second World War, characterised by a significant increase in the birth rate (the "baby boom"). Conventionally, Boomers are identified as those born between 1946 and 1964.

"Baby" is a slang term, universally recognised on film, television and photographic sets, to identify a 1000 Watt (or 1kW) Fresnel lens spotlight. It is part of the standard "family" of incandescent (tungsten) lights and is one of the most versatile tools available to a director of photography or a gaffer.

B2E is the acronym for "Business-to-Employee". It is not a sales model, but rather a strategy and an internal communication approach. It relates to the set of tools, platforms (such as company intranets), and initiatives that a company uses to provide products, services, information, and support directly to its own employees.

B2D is the acronym for "Business-to-Developer". It is a business model and marketing strategy in cui a company offers products, services, or digital tools specifically designed for software developers. The objective is not to sell to the end user or a manager, but to provide developers with the technological "raw materials" (such as APIs, SDKs, or platforms) they need to build or improve their own applications.

B2C is the acronym for "Business-to-Consumer". It is the most traditional and widespread business model, which describes the commercial transactions and relationships that occur directly between a company and the end consumer. In this model, the buyer is an individual who purchases products or services for personal use.

B2B is the acronym for "Business-to-Business". It is a business model that describes commercial transactions (the sale of products or provision of services) that take place exclusively between two or more companies. In this model, the end customer is not the private consumer, but another organisation (company, body, professional) that uses that good or service for its own operations or to produce in turn.

B2A is the acronym for "Business-to-Administration". It describes the business model and the set of commercial transactions, communications, and services exchanged between a private company and a Public Administration body (such as ministries, local councils, regions, government agencies, or public institutions). This model is focused on the supply of goods or services to the public sector.

Best Time Advertising is the strategic practice of identifying and purchasing advertising slots (whether traditional or digital) at the times, days, or periods when the likelihood of reaching the target audience and eliciting a desired response is maximised. It does not just refer to Prime Time television, but rather a granular, data-driven analysis to define the optimal moment of exposure for each audience segment.

Within the context of Media Planning and market research, B over A (or B/A) is a statistical ratio used to measure the effectiveness of a media channel (a TV channel, a magazine, a website) in reaching the desired target audience (B) compared to its total audience (A). The higher the B/A ratio, the greater the affinity of the media channel with the specific target for the advertising campaign.

In marketing and digital communication, an action is a specific, measurable, and desired activity that a user is asked to perform. It represents the next, concrete step that transforms a passive contact (someone who reads, listens, or watches) into an active participant. It is the practical outcome that a campaign or piece of content aims to achieve.

Awareness (in Italian "consapevolezza" or "notorietà") is a marketing metric that quantifies the level of knowledge a target audience has of a specific entity. Although it is often associated with the brand (Brand Awareness), it can refer more specifically to the knowledge of a single product (Product Awareness) or the recall of a specific advertising campaign (Ad Awareness).

Machine start-up (or setup ) is the set of all the technical operations required to prepare a production machine—typically an offset printing press, but also finishing, packaging, or bookbinding machinery—before the actual print run of a job can begin. It includes calibration, plate mounting, loading the specific paper, and color registration.

Average Speed of Answer (ASA) is a KPI (Key Performance Indicator) used primarily in call centers and customer service . It measures the average time (in seconds) a customer spends waiting in line before their call, chat, or email is answered by an agent.

Average Frequency is a key media planning metric that indicates the average number of times a single person, within the target audience ( Reach ), was exposed to a given advertising message during a specific period of time. In short, it doesn't tell you how many people you reached, but how many times on average you reached them.

Average circulation (or average circulation) is a key metric in the publishing industry, particularly for print publications (newspapers, magazines). It indicates the average number of physical (and sometimes digital) copies of a specific publication distributed per issue, calculated over a standard period of time (e.g., six months or a year). This metric includes copies sold at newsstands, those distributed via subscription, and sometimes promotional or free copies.