Glossary of Advertising Terms
Term
The relationship between agency and client - an account may cover one campaign or many years of advertising, and may include all the products marketed by a client or just one An paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from true (in theory unbiased) editorial content The organisation which takes care of advertising for clients. The 'pinning down of meaning' that a caption provides when coupled with an ambiguous image - or vice versa A filmed storyboard, where stills or short extracts are put together as a rough edit to show the client prior to the filming and editing of a full quality (and therefore expensive) TVC The features of a product which are highlighted to customers in ads. there are only two true benefits: better and cheaper. An ad may highlight the supposed emotional benefits of owning a product (eg you'll be happier, more attractive) Space for outdoor advertising See definition on main page The outline of a campaign's purpose given to the agency by the client. The brief is then developed further by the agency for internal use A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorised together as they are the execution of a central idea The organisation who pays the agency calculated in percentages, the proportion of a target audience who has the opportunity to see an ad once The creative ideas behind an ad, or the person/team who comes up with them advertising which does not used pictures, and is generally not produced by an agency. A good example of how vendors can communicate directly with buyers The text created for an ad Describing an audience by age, gender, ethnicity, location - ie the facts about them Small, select groups representing a target audience who are paid to answer questions at the behest of a market research organisation The number of times an audience get the opportunity to see an ad The communication by the agency of a campaign strategy to the client The proportion of a potential market that is actually using a particular brand The practice of paying for a branded product to be used by a character in a movie - eg James Bond driving a BMW Z3 Establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience The deliberate manipulation of information in order to achieve certain objectives - NB this is RARELY used in connection with modern advertising Describing an audience by their shared psychological profile (likes, dislikes etc) Similar to coverage Line of copy which encapsulates the campaign strategy The pages in a magazine or newspaper which can be sold (as double spreads, foldouts, full, half and quarter pages) to advertisers Unique Selling Proposition/point - a highlighted benefit of a product which makes it stand out from all rival brands. Also see: