glossary ...
Advertising terms.
| Definitions | |
| Advertising | Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or heighten consumer desire to make a purchase or take a particular action. |
| Ad Units | A way of classifying ad types. Ad units on the Internet include banners, buttons, micro buttons, pop ups, skyscrapers, text links, interstitials, superstitials, etc. |
| Agency | A company in the business of creating advertisements, packaging and names for products and services, as well as providing marketing and merchandising advice and general business and promotional counsel to its clients. |
| Business2business | Communications or commerce between companies (as distinguished from dealings between a company and a consumer); frequently conducted through trade journals. |
| Campaign | The total planned, coordinated sales effort on behalf of a specific client or product, often multimedia in nature and run over a period of time. |
| Classifies Ad | A brief listing appearing in a periodical of items for sale and/or services offered, usually arranged by category. |
| Click Through Rate | The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions. For example if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is also commonly know as a banners click rate. |
| Concept | The general idea behind a slogan, pitch,or campaign. |
| Consumer | A private individual at whom advertisements are aimed; a buyer. |
| Copy | The written part of an advertisement. Effective copy is critically important, even in visually-oriented advertising messages. |
| Copywriter | A person responsible for writing advertising copy and generating creative concepts, often in collaboration with an art director or creative director. |
| Corporate Identity | A company’s name, logo, typeface, colours, slogan, etc., are elements that help comprise its corporate identity. |
| Conversion | Conversion - Term used to describe the process of getting a web visitor to accept an offer or become a paying customer. |
| Direct Mail | A marketing effort conducted exclusively by mail. |
| Display Ad | An illustrated advertisement in a newspaper or magazine. |
| Exposure | The number of potential consumers reached through specific medium. |
| Fact Sheet | A standard page in a company’s press kit, the fact sheet gives a brief description of the company’s business and area of expertise, the company’s address, phone numbers, principals, date of establishment, etc. |
| Launch | The introduction of a new product or service. |
| Layout | A design for graphic advertising production, roughly depicting the look of the finished advertisement. |
| Linage | Total lines of advertising; for example, a three column by sixty line advertisement has a total linage of 180 lines. |
| Marketing | The techniques used to attract and persuade consumers. |
| Presentation | A pitch or a description of a proposed advertising campaign. |
| Rate | A cost-per-space-unit of print advertising or cost-per-time-unit in radio and TV advertising. Newspapers usually publish rates per column inch or line. The electronic media sell 15-, 30-, or 60-second time units. |
| Slogan | Short, memorable advertising phrase: Examples include "Coke Is It," "Just Do It,". |
| Target Audience | The consumer group most likely to buy a specific product and identified by region, age, demographics, or economic status. |
| Want Ad | Want Ad – Classified recruitment ad; an advertisement for personnel |