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Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

border on this Glossary page, you'll find these words and phrases border

b-roll, b2b, b2c, back button,
backgrounder, backlink, bait and switch, beat


b-roll background video for TV newscasts


b-roll - A television term used to describe a videotape containing background information about your company, software, or key personnel.

Sometimes, television news directors will play your company's b-roll as they read your press release on air.

As an alternative, some TV news producers will display a static photograph - perhaps a screenshot or a box shot - in back of the person reading your news story.


b2b business to business


B2B - Business-to-business commercial transactions.

This abbreviation refers to sales from one business to another.



B2C - Business-to-consumer commercial transactions.

B2C refers to sales from businesses to non-business end-users.


back button

back button

back button - The link that your users click when the first message on your website says "Welcome to [Company Name]".

Users will also click their browsers' back buttons when you begin your website with your company's mission statement. If your website doesn't start with a statement of your program's best benefit, it's likely that your website visitors will click their back buttons, return to the search engine, and find your competitors' web pages.



backgrounder - A description of your company, used by the magazine and newspaper editors.

backgrounder description of your business If editors and bloggers know more about your company, they have an opportunity to gain a fuller appreciation of the software that you market. Software publishers should include backgrounders in their media kits, and make them available to the press on their "about us" web pages.



backlink or incoming web page link from another page

backlink - A link to your web page from another site.

You can help your search engine ranking by increasing the number of good backlinks to your web pages. A good backlink is one from a relevant web page, and one that has well-targeted anchor text.


bait and switch

bait and switch - Offering a product or service to an end-user, with no intention of delivering it.

This scheme involves getting prospects' attention and their interest with an offer that sounds great, and then getting the prospects to switch to another product or service - usually, one which is more expensive.

Upselling is an ethical alternative to baiting and switching.



beat - The set of topics that a blogger, reporter, or editor covers.

beat or area of editor's expertise and coverage For example, in a newspaper, a reporter might cover computers and high tech or business topics.

Sometimes, it takes some thought and experience to determine which editor should receive your press release. For example, a newspaper's education reporter might cover local school funding issues and not educational software. The person who covers educational software might be the parenting editor.

In magazines, beats are more usually specific. Different people cover different platforms, or different audiences, such as enterprise software versus home computing.

In some publications, if you send your press release to the wrong editor, they'll give it to the assignment editor, and your write-up will eventually reach the proper person. In other magazines, if you don't send it to the right person, your press release will be lost.

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Glossary Index
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A - B - C - D - E - F - G
H - I - J - K - L - M
N - O - P - Q - R - S - T
U - V - W - X - Y - Z
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Table of Contents
of the - B - pages:
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back button
bait and switch
below the fold
benefit segmentation
Best Advice
beta testing
Big Red Fez
bingo card
black hat
blended search
blinking text
blog categories & tags
blog search engine
boolean algebra
bottom of the jar guarantee
bounce rate
box shot
brand association
brand extension
brand journalism
Brand Warfare
bread crumbs
brick and mortar
bullet points
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Hundreds of editors and bloggers could tell their readers about your software.
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