Marketing Vocabulary 1

📊 Did you know? Marketing edition
"Going viral" entered business English from biology — content that spreads rapidly online behaves like a virus, passed from person to person. Today it's standard marketing vocabulary: "Our campaign went viral" means it spread organically and reached a huge audience.
Above-the-line vs. below-the-line — these accounting-derived terms now describe marketing: above-the-line (ATL) means mass media advertising (TV, radio, billboards); below-the-line (BTL) means targeted promotions (email, events, coupons). The line between them has blurred significantly in the digital era.
"Pain point" is a marketing staple: it describes a specific problem a customer has that your product or service solves. "What are your customer's pain points?" is one of the first questions any marketing strategy session will ask.