Advertising Glossary: Key Terms and Definitions

Advertisement

Item of publicity to promote a product or service in newspapers, magazines, on TV, etc.

Advertising Agency

Marketing services firm that assists companies in planning advertisements.

AIDA

Attention, Interest, Desire, Action - the aim of all advertising.

Benefit

Advantage of a product or service.

Billboard

Signboard or wooden structure used to display advertising posters.

Broadsheet

Newspaper printed in a large format.

Campaign

Organised course or plan of action.

Circulation

Average number of copies of newspapers or magazines sold over a period of time.

Classified Ads

Small advertisement in newspapers or magazines divided into categories.

Commercial

Advertisement on radio or television.

Coupon

Part of a printed advertisement to be used to order goods or samples.

Direct Mail

Advertisement sent by post to prospective customers.

Double-Page Spread

Advertisement printed across two pages in a newspaper or magazine.

Editing

Reviewing or rewriting in order to make suitable for publication.

Eye-Catcher

Something that particularly attracts the reader or viewer's attention.

Features

Special characteristics of a product.

Generic Advertising

Advertising for a whole sector, such as tourism, rather than a specific product.

Hoarding

Wooden structure or signboard, also called a 'billboard', used to carry advertisements.

Hype

Excessive or intensive publicity; exaggerated claims made in advertising.

Jingle

Catchy tune, with a short simple rhyme, used to promote a product.

Key Words

Informative words chosen to indicate the content of a document.

Launch

Start an action in order to introduce something (e.g. a new product).

Mailshot

Piece of advertising material sent to potential customers by post.

Mass Media

The main means of mass communication (newspapers, TV and radio).

Plug

Favourable publicity in a media for a commercial product (e.g. a book).

Poster

Large sheet of paper used in advertising.

Prime Time

Hours on radio and TV with the largest audience, usually in the evening.

Promote

Use advertising and publicity to try to increase sales of a product.

Roadside Signs

Large panels along roads and motorways used for outdoor advertising.

Slogan

Phrase used to advertise a product, or to identify a company or organisation.

Slot

Specific time in a broadcasting schedule allotted for a commercial.

Soundbite

Short extract from a recorded interview or speech.

Tabloid

Newspaper printed in small format, usually with a lot of photographs.

Target

Objective; what is aimed at.

U.S.P.

Unique Selling Proposition; a declaration of what makes a product different.

Write Copy

Write a text to be printed or spoken in an advertisement or a commercial.