Glossary
Marketing and AI terminology defined with context from the book.
B
Brand Equity
Brand equity is the commercial value that derives from consumer recognition, recall, and positive associations with a brand. It represents the financial premium a company can command in the marketplace simply because customers know and remember the brand name. Strong brand equity makes consumers more likely to choose your product over competitors, even when alternatives offer similar features or pricing.
Brand Salience
Brand salience is the propensity for a brand to be noticed or come to mind in buying situations. It represents your brand's share of people's minds, defined by the quantity and quality of memory links to and from that brand. Salience determines whether your brand springs to mind when customers have a need, making it the foundation of mental availability.
C
Category Entry Points
Category Entry Points (CEPs) are the mental triggers or cues that bring a product category to mind in buying situations. Developed by researcher Jenni Romaniuk, CEPs represent the moments when consumers realize they have a need that could be satisfied by purchasing something. The brands most strongly linked to these entry points enjoy higher mental availability and greater likelihood of consideration.
Conversion Lag
Conversion lag is the time delay between when a customer interacts with an ad and when they complete a conversion action. This delay can range from hours to months, depending on the product complexity and purchase decision timeline. The lag creates measurement blind spots that systematically favor immediate-response campaigns over brand-building activities that drive long-term growth.
S
Satisficing
Satisficing is a decision-making strategy where consumers select options that meet their minimum acceptable criteria rather than seeking the optimal choice. Originally coined by Nobel laureate Herbert Simon, the term combines 'satisfy' and 'suffice,' describing how people make practical decisions when faced with too many options or limited time.
Smart Bidding
Google's suite of automated bidding strategies that use machine learning to optimize bids in real-time for conversions or conversion value. These algorithms process vast amounts of data signals to predict the likelihood of conversion for each auction, automatically adjusting bids to meet specified performance targets like Target CPA or Target ROAS.