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Media Dictionary
- Lead: In marketing and sales, a lead is an identified prospective customer who has responded to a marketing message but not yet been sold the product or service.
- Lifetime Value: A term used to evaluate the long-term financial value of a customer, typically the future stream of revenues or profits derived from a customer over the "lifetime" of his or her relationship with a company. Lifetime value is often expressed in current value, or net present value, based on reducing future year's profits by a discount rate to account for inflation or the opportunity cost of investing today's money elsewhere. For example, $100,000 in profit generated by a customer in year 5 may only be worth $90,000 in today's dollars. Lifetime value is useful in advertising to compare the real future value of a new customer vs. the advertising cost to establish the initial customer relationship.
- Local Pod: In cable television, a break within normal programming that allows a local cable system to insert local commercials.
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