Jargons in the Advertising Industry

Jargons in the Advertising Industry

Ever wished there was a list or glossary of words related to advertising? Each profession has its own jargon and the field of advertising is no different. Learn a few words about the advertising industry:

Account Executive An individual whose job is to talk to both the advertising agency and the client.
Advertising Agency A firm that creates and produces ads then places the ads at the right place in accordance to their client’s marketing communications plan.
Ad Banner Static graphics, videos, and other media used for digital advertising.
Behavioural Targeting A type of market segmentation that looks at a consumer’s behaviour.
Bleed Pages The absence of a border or white margin around a print ad placed on magazines.
Body Copy Text part of an ad.
Brand Loyalty How attached and often a consumer patronizes a brand.
Campaign Theme Also known as “The Big Idea”, a centralized theme with one message portrayed in the campaign.
Clutter A distraction that the market receives made up of different ads that they see in all kinds of media like in the mail, internet, apps, roads, television, etc.
Copywriter A person who writes copy for ads and helps to think of ideas for advertising campaigns.
Demographics A way to classify consumers through data regarding their age, sex, income, education, size of household, and income.
Direct Marketing A type of marketing that wants a direct and immediate interaction with its market.
Display Advertising Graphic rich ads that have copy.
Effective Reach A data measured in percent pertaining to how much a media vehicle has reached a consumer at each effective frequency increment.
Emotional Appeal Ads that uses emotions to make their brand more appealing to their market.
Exposure Any media that the market has seen or heard, despite it being effective or not.
Family Brand A brand name used for many products.
Frequency How often the market is exposed to one media platform in a specific period.
Full-Service Agency An advertising agency that offers marketing and communication in all forms of media promotions.
Geographic Segmentation A way to classify consumers through data based on their location.
Global Marketing A marketing campaign that fits any country that an international operates on.
Guerrilla Marketing Uses non-traditional media to promote products and services. It is frequently used to capture and audience’s attention.
Headline Words that are used in an ad to get attention.
House Agency An advertising agency that is owned and operated by only one brand.
Households Using Television A percentage of homes watching television in a given time and location.
Infomercial An ad that not only promotes the product but also conveys information about the product and its benefits. It is rich in information and usually seen in news type ads.
Integrated Marketing Communication (IMC) A marketing communication concept that has one main idea throughout the entire campaign.
Island Display A product display shelf located at the middle or at the end of an aisle far away from its competitors.
Jingles A simple but effective way to advertise brands as it uses singing and music in advertising one message and theme about the brand.
Kerning A space between letters in a word.
Keyword Marketing Making your ads appear whenever a consumer searches for words related to your product.
Layout The visuals of where to place a headline, sub headline, tagline, copy and images in an ad.
Local Advertising Advertising in a specific place limited by geographical factors.
Lifestyle Segmentation Another way to segment the market based on the lifestyle that they are living.
Market Segments Consumers grouped according to characteristics that they share.
Mass Media Communicates to the general public and aims to spread information to anyone, anywhere, and anytime.
Medium A generic word for vehicles of communication like print, outdoor, tv, etc.
Newsprint The paper used in newspapers.
Noise Any factor that delays or distorts a brand’s message to the market.
Non-Traditional Media An expansion of media platforms aside from TV, Radio and Print. Non-Traditional media now includes digital marketing, product placements, guerrilla marketing, etc.
Opticals Effects or moods used in commercials to keep the market interested.
Out of Home Advertising A variety of media that the market can see out of their homes.
Outside Posters Outdoor posters that appear on vehicles or places of transportation.
Personalization Personal advertising for interested individuals who want to be subscribed to a brand’s latest products and services.
Prospects Prospective customers
Public Relations Focuses on what the person/brand/product’s image is to the public. PR can steer what people can see about a product to the right direction.
Qualified Prospects An idea or view that makes the buying decision.
Qualitative Audit An audit on an advertising agency’s effort into creating and executing a campaign.
Qualitative Media Effect An influence from the used medium that may be good or bad to the message.
Reach A number of people exposed to one media channel at a given time.
Reference Group A group who’s personality and lifestyle is based on by a person for his or her own decisions.
Rich Media Used in internet ads that can show the market a lot of information about a brand, it can also provide an interactive experience that the audience finds pleasurable.
Sampling Free products to the prospective market so that they may try it without anything in exchange.
Script A written version of a movie/video/commercial that descriptively describes the content.
Storyboard A series of drawn frames used to tell a story and how to visualize a movie/video/commercial.
Target Marketing A selected group of people chosen for their similar characteristics and possible interest to a product or service.
Teaser Advertising Creates curiosity and excitement for a brand or service without showing or revealing too much in the ad.
Traditional Media Well established media like print, PR and direct marketing.
Undifferentiated Marketing A strategy that ignores a target market and show an ad offered to anyone who can see it.
Unique Selling Proposition A strategy that involves knowing what’s unique and distinct about a brand and using that to market it.
Utility The value that a consumer can get based on how the product is designed.
Value How much a product is in the consumer’s eyes and if it is worth buying.
Video News Release Produced by publicists that TV stations air as news.
Voiceover A message narrated in an ad.
Want A felt like need of person based on their  culture, lifestyle and knowledge.
Waste Coverage When a campaign’s reach exceeds its target market.
Word-of-Mouth Communication Personal channels of communication that recommend a product or service.

 

Sources:

Letter Art by Patricia Mapili
http://www.aai.ie/resources/uploads/Glossary_of_Advertising_Terms.pdf
Eighth Published Edition of Advertising and Promotion – An Integrated Marketing and Communication Perspective by Belch/Belch