of Advertising Terms / Language - Definitions of commonly
used Terminology in Advertising
the fold : In web advertising, an ad placed on a web page
in such a way that you do not need to scroll horizontally
or vertically to view it.
: The term account refers to the client / employer of
the ad agency - a business entity, organization or a corporate
that employs the advertising agency.
executive : a professional who represents the advertising
agency to its clients. He / she is the link between the ad
agency and the organization hiring the agency.
space: refers to the space on a web page that is used
for placing and showing ads.
views : the number of times an advertisement is shown.
advertisement : According to the American Marketing
Association, Chicago, "Advertising is any paid
form of non personal presentation of ideas, goods and services
by an identified sponsor."
specialty : Refers to advertising on promotional products
- such as items of daily use which are used to carry the advertising
message for a Company or brand. The message can be a Company
logo, or a slogan, etc.
ad agency : An independent
entity that works for various clients and helps them in promoting
their brand by designing and creating attention grabbing advertisements
and campaigns. Also handles other promotional work for the
program : this form of online marketing is gaining
tremendous popularity and is based on the concept that affiliates
are paid when their marketing efforts boost sales and generate
revenue for the advertiser. Affiliate marketing programs create
a win-win situation for all parties concerned.
: In the online world, animated GIF (graphical interchange
format) is very commonly used especially in the form of banners
which display graphical images one after the other. It is
generally seen that moving images / banners are effective
in catching the attention of online surfers and in most cases
register a high click through rate.
: is an artist with strong visualization & drawing
skills. This is the person who oversees the work of graphic
artists. In some smaller agencies, the Art Director takes
the complete responsibility of designing and converting ideas
into awe-inspiring visuals within an ad - from ad layouts,
to storyboarding and compilations.
: In advertising, a number of A/V presentation tools
are used including videos, slides etc.
: are widely used large sized outdoor signs that carry
the advertising message on a mega scale. Billboards are able
to catch the attention of passers by and other traffic due
to their heightened visibility.
Billboards have lately become a cause for concern as
it is believed that billboards can distract traffic and increase
the possibilities of accidents.
B2B : or
Business to Business refers to a business or a website
that serves and works with other businesses of a commercial
banners or banner ads are the most commonly used forms of
online advertising. Banners of varied sizes such as 468x60
are used to carry the ad message at strategic positions on
a website. Banner advertising and banner exchange programs
are gaining centre stage.
: brainstorming sessions are meetings in which the advertising
agency staff meet and share ideas with each other to come
up with creative concepts.
: a tool that carries the advertising message.
: clients hire advertising agencies to create advertising
campaigns to promote their brand / Co. An advertising campaign
can be made up of a series of ads that can run over a long
period of time, on a number of media vehicles like television,
radio, print etc.
rate (CTR) :
refers to the number of times visitors to a site click on
: refers to an audio or visual advertisement that carries
the advertiser's message through a range of media such as
radio, television etc. Commercials show in between television
programs and serve the purpose of informing, educating and
creating an interest in the advertised brand.
due to too much clutter, many television viewers
switch channels in between commercials thus, reducing their
every advertisement is designed around a concept or idea
that gives shape to the entire advertising campaign.
an ad is made up of different elements and copy refers to
the textual matter or the written word in an advertisement.
: is a person who has the ability to create magic
with words. The Copywriter is responsible for transforming
ideas into words, writing the body copy for advertisements
identity : a number of factors contribute to a firm's
corporate identity such as its name, logo & slogan
thousand : (CPM) is the cost incurred per 1000 displays
of an ad.
CPA / CPL
: cost per action / cost per lead - the advertiser pays
the publisher for the ad only when it leads to the completion
of a desired action such as a confirmed sale, or registration
CPC : cost
per click based on the number of clicks on
a specific ad.
: refers to marketing a brand's identity using mailers,
leaflets, brochures etc.
refers to the area which falls at the bottom of a web page
when seen on a standard screen size.
is generally seen that, the area above the fold catches the
most attention of surfers and thus, most advertising efforts
are directed towards that region.
Inserts are printed sheets of paper that carry an advertising
message often inserted into magazines and newspapers. Many
companies use inserts to reach their target audiences.
: in advertising terminology, a jingle refers to
a musical piece of advertising message that is played
on the radio or television and are meant to catch the
attention of listeners. Jingles should be catchy, short
and likeable in order to create a lasting impression.
: refers to the introduction of a new product (brand)
: is an image or symbol that represents a Company.
Often, the logo becomes synonymous with the brand and
is enough to portray the Company it represents.
: Companies spend time and effort in maintaining a mailing
list of present and prospective customers. This list is valuable
to the Co and is used to stay in touch with their target audiences.
refers to the present & prospective consumers for
a product or service.
: refers to the efforts that go into researching, studying
and analyzing the target audience.
media : Print,
television, radio, internet, billboards etc are all forms
of media that help in communicating with audiences on a large
scale - their reach, quality and affect differ from each other.
: selects an optimum mix of media vehicles that
will provide maximum visibility to the ads resulting in maximizing
sales of the client's products. The media planner must have
a thorough understanding of the client's products, target
customers and their buying patterns along with a knowledge
of each media vehicle.
purchase advertising - POP refers to the promotion tools
that are displayed in shops, stores and malls. These display
signs and danglers catch the attention of customers right
when they are making purchases in a shop.
: an advertising agency organizes a presentation before
the client to present their ideas for the ad or the advertising
: pick up a newspaper, magazine or a catalog and you
will see plenty of advertisements. Print advertisements contain
elements such as copy, pictures etc.
: considering the fact that there is so much competition
in the market, every Company, product / brand needs promotion.
Promotion refers to all the activities that are undertaken
to push sales and popularize the product.
announcement : refers to an announcement which is made
in the general interest of the public using media tools such
as radio, television and print.
ROI : Return
on Investment is a very important determent for knowing whether
the revenue generated by an ad exceeds the cost of producing
shoot : once
an adverting concept is ready, it has to be converted into
reality and made believable. An advertisement shoot leads
to the filming of the ad using models in the right location
giving substance to the concept.
an adverting campaign often carries a slogan which is
a combination of catchy and memorable words that represent
the Company's message and often identifies the brand.
: in the case of a television ad, the storyboard represents
the various stages of the commercial from start to finish.
: Target audience refers to the most probable group of
customers for a product based on such criteria as age, region,
status etc. Every business must identify their target audiences
to make sure that all their advertising and marketing efforts
are directed towards reaching these viable prospective customers.
: refers to the use of telephone to sell, advertise or
: media planners have to select specific time slots during
which their ad will be aired.
refers to the number of visitors that come to the website.
Every website hopes to receive large number of visitors, both
repeat and new visitors increasing the number of page views
on the site. However, more traffic doesn't always mean more
the number of unique visits and visitors to a website in a
given period of time - day/week/month.
: various voice over artists lend their voice for commercials.
Voice over is the voice behind an ad.