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4Ps of Marketing

The 4Ps of marketing, also known as the marketing mix, are the core elements that businesses use to create a comprehensive marketing strategy. The 4Ps are Product, Price, Place, and Promotion. These elements help businesses understand how to position and promote their products or services in the
market effectively.

7Ps of Marketing

The 7Ps of marketing is an extension of the traditional 4Ps and includes additional elements that are particularly relevant in service-based industries. The 7Ps are Product, Price, Place, Promotion, People, Process, and Physical Evidence. The People aspect focuses on the employees delivering the service,
Process refers to the service delivery process, and Physical Evidence is the tangible elements that influence customer perception.

A/B Testing

Also known as split testing, it is a method of comparing two variations of an email (A and B) to determine which performs better in terms of open rates, click-through rates, or conversions.

Ad Copy

The written content or text of a print advertisement that conveys the message and value proposition to the audience.

Ad Exchange

The core of programmatic advertising, an automated media buying strategy, is an ad exchange. The ad exchange can be compared to a stock exchange, except instead of trading in financial assets, it deals in display ad impressions.

Ad Extensions

Additional pieces of information or call-to-action buttons that can be added to a digital ad, providing more context and increasing the ad’s visibility and engagement.

Ad Group

A group of advertising that are targeted towards the same keyword set is known as an ad group. One or more ad groups are included in each PPC campaign. Ads in an ad group are connected in some way.

Ad Rank

A value used by search engines to determine the position of an ad in search results. Ad rank is influenced by factors like bid amount, ad quality, and expected click-through rate.

Affiliate Marketing

A form of influencer marketing where influencers promote a brand’s products or services and earn commissions for driving sales or leads through unique tracking links.

AIDA Model

A marketing model that stands for Attention, Interest, Desire, and Action. It outlines the four steps a consumer goes through in the purchase decision-making process.


The process of collecting, measuring, analyzing, and interpreting data to gain insights and make data-driven decisions in marketing and other business areas.

Anchor Text

The visible, clickable text within a hyperlink. Optimizing anchor text helps search engines understand the context and relevance of the linked page.