SAS Marketing Lexicon


Marketing terminology can sometimes be confusing – similar-sounding words are seemingly used interchangeably, and a single term may be used in different ways by different people (or people in different job roles). Someone who comes to SAS from another company may be accustomed to a different set of terminology than someone who has worked here for decades.

This information is intended to help everyone in marketing speak – and understand – the same language, by providing a standard set of definitions and examples for commonly used marketing terms.

Campaign: The promotion of one large message through integrated marketing of multiple assets. A campaign is not the promotion of one single asset such as a webcast, white paper, etc. Types of marketing campaigns include:

  • Reputation (awareness building). 
  • Demand-/lead-generating (directly result in sales). 
  • Engagement (retention/growth of existing customers). 
  • Enablement (internal; for sales and other employees to understand external messaging, strategies and audience characteristics).

In a creative context, a campaign may also refer to a series of deliverables (for example, an advertising campaign) that are unified by one or more creative elements (e.g., a theme line or a visual theme). An ad campaign may be a component of a broader marketing campaign.

Creative: The package of assets supporting a campaign – emails, web content, ads, signage, etc.

Tagline: A short phrase associated with the company’s overall brand. SAS has one company tagline: The Power to Know®. We don’t use tagline to describe other phrases. We don’t have “campaign taglines” (see “Theme line” below).

Theme: The general idea that supports and defines a campaign, or possibly overarching multiple campaigns. Not necessarily a specific phrase, or explicitly expressed in the creative. (Ex: the animal campaign, “nurture the novice.”) For example, in product marketing, the theme “Trust in AI” guided multiple teams and campaigns. Each team had themes based on subtopics of Trust in AI (e.g., ethics, bias, accountability).

Theme line: A short, formulaic phrase – always used in a specific way or set of ways – that defines a campaign or set of creative. (Ex: Believe in HumansAI. Let’s Change That. Did you know? Unleash Analytics)

Value proposition: States the tangible business value to a specific industry, persona or customer. Guides go-to-market. Matches a customer challenge with a SAS solution. Most GTMs have multiple value props.

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