| A | B |
|---|
| ad copy | The printed text or spoken words in an advertisement. |
| advertiser | The manufacturer, service company, retailer, or supplier who advertises their product or service. |
| advertising | A paid form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. |
| advertising research | Research conducted to improve the effectiveness of advertising. |
| artwork | The visual components of an ad, not including the text; illustration |
| audience | The people or households exposed to the advertising method, without regard to whether they actually saw, heard or acted upon the advertising method. |
| back to back | Running more than one commercial, with one following immediately after another |
| baiting | Advertising a product at a very low price, when it is difficult or even impossible to get the product for the price advertised. |
| barter | Exchanging merchandise, or something other than money, for advertising time or space. |
| billboard | An outdoor sign or poster. |
| brand name | Name used to distinguish one product from its competitors. It can apply to a single product, an entire product line, or even a company. |
| caption | An advertisement's headline or the text accompanying an illustration or photograph. |
| channels of distribution | The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, Internet sales, warehouse distribution, etc. |
| Institutional promotion | Advertising that is designed to promote a company or organization's interests or reputation rather than a product or service. |
| Product promotion | Advertising designed to sell a product or service. |
| jingle | A short song, usually mentioning a brand or product benefit, used in a commercial. |
| storyboard | A blueprint for a TV commercial which is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script. |
| target audience | A specified audience or demographic group for which an advertising message is designed |
| voiceover | The technique of using the voice of an unseen speaker during documentaries, advertisements, or other voice material. |
| infomercial | A commercial that is very similar in appearance to a news program, talk show, or other non-advertising program content. |
| medium | A way or group of ways used to convey information, news, entertainment, and advertising messages to an audience. These include television, cable television, magazines, radio, billboards, etc. |
| FCC | Federal Communications Commission. The federal agency responsible for regulating broadcast and electronic communications. |
| FTC | Federal Trade Commission. The federal agency primarily responsible for regulating national advertising. |
| generic | Products not associated with a private or national brand name |
| green ads | Advertising that promotes a product or service's ability to help or, more likely, not hurt the environment. |
| demographics | Basic objective descriptive classifications of consumers, such as their age, gender, race, ethnicity, income, education, size of household, ownership of home, etc. |
| prime time | The broadcast periods viewed or listened to by the greatest number of persons and for which a station charges the most for air time. In television, the hours are usually 8:00 p.m. to 11:00 p.m. E.S.T. (7:00 p.m. to 10:00 p.m. C.S.T.). |
| promotion | All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc. |
| white space | Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc. |
| bandwagon | Everybody else is buying this product. |
| testimonial | A celebrity endorses a product by telling about their use of the product. |
| emotional or loaded wording | Positive words make you feel good. |
| glittering generalities | Words and phrases imply or suggest something . . . |
| name calling | Slamming the competition |
| plain folks | appeal to the common person |
| snob appeal | Only the elite use this! |
| false analogy | Comparing two things that cannot be compared. |
| print media forms | newspaper, magazines, journals, flyers, or brochures |
| broadcast media forms | radio, television, cable, satellite radio |
| Internet advertising | banner ads, pop-ups, buttons, e-mails, rollovers, social media |
