What does "direction of orientation" mean?
Most modern magnetic materials have a "grain" in that they can only be magnetized through one direction for maximum effect. This is the "orientation direction", also called "single axis" or "axis".
Unoriented magnets (also called "isotropic magnets") are much weaker than oriented magnets and can be magnetized in any direction. Oriented magnets, also called "anisotropic magnets", are not the same in every direction - they have a preferred direction in which they should be magnetized.