ENGLISH BUSINESS VOCABULARY
ADVERTISING VOCABULARY
The meaning of words relating to advertising and publicity.
| WORD | MEANING |
| advertisement | Item of publicity to promote a product or service in newspapers, magazines, on TV, etc. |
| advertising agency | Marketing services firm that assists companies in planning advertisements. |
| AIDA | Attention, Interest, Desire, Action - the aim of all advertising. |
| benefit | Advantage of a product or service. |
| billboard | Signboard or wooden structure used to display advertising posters. |
| broadsheet | Newspaper printed in a large format. |
| campaign | Organised course or plan of action. |
| circulation | Average number of copies of newspapers or magazines sold over a period of time. |
| classified ads | Small advertisement in newspapers or magazines divided into categories. |
| commercial | Advertisement on radio or television. |
| coupon | Part of a printed advertisement to be used to order goods or samples. |
| direct mail | Advertisement sent by post to prospective customers. |
| double-page spread | Advertisement printed across two pages in a newspaper or magazine. |
| editing | Reviewing or rewriting in order to make suitable for publication. |
| eye-catcher | Something that particulary attracts the reader or viewer's attention. |
| features | Special characteristics of a product. |
| generic advertising | Advertising for a whole sector, such as tourism, rather than a specific product. |
| hoarding | Wooden structure or signboard, also called a 'billboard', used to carry advertisements. |
| hype | Excessive or intensive publicity; exaggerated claims made in advertising. |
| jingle | Catchy tune, with a short simple rhyme, used to promote a product. |
| key words | Informative words chosen to indicate the content of a document. |
| launch | Start an action in order to introduce something (e.g. a new product). |
| mailshot | Piece of advertising material sent to potential customers by post. |
| mass media | The main means of mass communication (newspapers, TV and radio). |
| plug | Favourable publicity in a media for a commercial product (e.g. a book). |
| poster | Large sheet of paper used in advertising. |
| prime time | Hours on radio and TV with the largest audience, usually in the evening. |
| promote | Use advertising and publicity to try to increase sales of a product. |
| roadside signs | Large panels along roads and motorways used for outdoor advertising. |
| slogan | Phrase used to advertise a product, or to identify a company or organisation. |
| slot | Specific time in a broadcasting schedule allotted for a commercial. |
| soundbite | Short extract from a recorded interview or speech. |
| tabloid | Newspaper printed in small format, usually with a lot of photographs. |
| target | Objective; what is aimed at. |
| U.S.P. | Unique Selling Proposition; a declaration of what makes a product different. |
| write copy | Write a text to be printed or spoken in an advertisement or a commercial. |