ADVERTISING
GENERAL TERMS
ADVERTISEMENT – A paid public announcement
appearing in the media.
ACCOUNT – A term commonly used to refer
to the corporate entity employing an
advertising agency
ADVERTORIAL – An advertisement that
resembles a newspaper editorial or a
television program but promotes a single
advertiser’s product, service, or point of
view.
AGE GROUP – A target audience defined by
age
AGENCY – A company in the business of
creating advertisements.
AUDIOVISUAL (A/V)
Pertaining to the use of recordings, videos,
slides, and other media for presentation.
BUZZWORD – A word or phrase that takes on
added significance through repetition or
special usage
CAMPAIGN – The total planned, coordinated
sales effort on behalf of a specific client or
product
CONCEPT – The general idea behind a slogan,
pitch, or campaign
COPY – The written part of an ad
CORPORATE IDENTITY – A company’s name,
logo, typeface, colors, slogan, etc.,
HOOK – A clever phrase or melody used to
capture the consumer’s attention.
PEG/SLANT IMPACT – The degree of success
of a campaign
LOGO – A recognizable graphic design
element, representing an organization or
product
MARKETING – The techniques used to attract
and persuade consumers.
PROPAGANDA – The promotion of specific
ideas or views, often political in nature
SLOGAN – Short, memorable advertising
phrase
RATING – A measure of audience
TRADE NAME – The name used by a company
to describe and distinguish its brand of a
generic
THINK ABOUT THE FOLLOOWING QUESTIONS AND GIVE YOUR PERSONAL ANSWER
1. What is the most shocking advertisement you have seen?
2. Do you buy products because of advertising?
3. What kind of advertisement attracts your attention?
4. What is the best form of advertising?
5. Do you think there are too many ads in television? Why/why not?
6. Do you think children or young people are easier to influence through ads than adults?
7. Do you think that ads create a desire for more and more material possessions?
MEANS
AIRPLANE BANNER – A flag or banner bearing an
advertisement that trails behind a low-flying
airplane.
BILLBOARD – A large outdoor printed sign.
BROCHURE – A folded leaflet with an
advertising or promotional message.
BUMPER STICKER – An advertising strip attached
to an automobile bumper.
CATALOG – An illustrated booklet listing
products or services available.
CLASSIFIED AD – A brief listing appearing in a
periodical of items for sale and/or services
offered, usually arranged by category.
COMMERCIAL – An audio or video advertising
announcement, usually presented on television,
radio or in a movie theater.
DIRECT MAIL – A marketing effort conducted
exclusively by mail.
DIRECT MARKETING – Marketing via leaflets,
brochures, letters, catalogs, ETC
DISPLAY AD – An illustrated advertisement in a
newspaper or magazine.
FLYER – A handbill or loose sheet with a printed
advertisement
GIVEAWAY – A novelty or gift used in a
promotion
HANDBILL – A small, printed advertising sheet
or flyer distributed by hand.
JINGLE – A catchy musical refrain delivering an
advertising message,
POSTER – A graphic advertisement attached to
a flat surface
SANDWICH BOARD – Two hinged boards, adorned
with advertising messages
STREAMER – A long, narrow sign with a message
in bold type hung across open area, window, or
doorway
SUBLIMINAL ADVERTISING – Concealed appeal to
consumers’ unconscious awareness to buy
product
TELEMARKETING – Selling, or advertising, or
market research done by telephone
TIME SLOT – A specific time bought for airing a
commercial on radio or television.
APPEALS TO CUSTOMERS
AVANT GARDE- suggesting that the
product will put the consumer ahead of
the crowd by having the product first.
BAIT AND SWITCH - attracting the
attention of the consumer with a low-
priced product but then encourage the
consumer to buy a higher-priced one.
CARD STACKING – When an advertiser
stresses only the positive qualities and
does not tell any of the negative ones.
EMOTIONAL WORD REPETITION repeating,
again and again in different tones, the
name of the product.
FACTS AND FIGURES- use statistical
evidence and facts to prove that a
product is better than another product.
MAGIC INGREDIENTS – When an advertiser
implies that a scientific or miraculous
discovery makes the product
outstanding.
SIMPLE SOLUTIONS – When an advertiser
implies that the product will help the
consumer to avoid complex problems.
SNOB APPEAL – When an advertiser
implies that the product will make the
consumer part of the rich, famous or
elite group.
TESTIMONIAL – When an advertiser
connects a famous or respectable
person with a product.
TRANSFER - When a consumer is
persuaded to buy a product or service
because it is associated with something
attractive or respectable.
Weasel Words -When an advertiser
uses words to imply meaning or facts
PEOPLE
ADVERTISING MANAGER – A client
representative responsible for
overseeing marketing efforts related to
product,
ART DIRECTOR – The person responsible
for the graphic design of an ad or
campaign
CONSUMER– A private individual who
advertisements are aimed at; a buyer.
COPYWRITER – A person responsible for
writing advertising copy
GRAPHIC DESIGNER – The person
responsible for producing artistic
representations
PRODUCTION MANAGER – The person
responsible for overseeing details in the
creation of a television or print ad.
PUBLICIST – A person hired to promote a
cause, individual, or product by
generating free advertising
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FILL IN THE BLANKS WITH THE CORRECT ADVERTISING RELATED WORDS MATCH THE FOLLOWING ADJECTIVES TO ADVERTISE A
PRODUCT WITH THEIR SYNONYMS

ADVERTISE, REGULATE, CONFIRM, PRODUCED, CONSUME, SHARE, PUBLICITY, SPONSOR, COMPETE,

1. TRIED AND TESTED A. USER FRIENDLY
ADVERTISEMENT
2. LATEST DESIGN B. HIGHLY PRAISED
3. VALUE FOR MONEY C. EXCEEDING
1. People should always _____________information they give over the phone.
4. LONG-LASTING D. INSUPERABLE
2. Nowadays Governments in Europe ___________cigarette advertising 5. UNBREAKABLE E. INCOMPARABLE
3. The________________ of our product can be found in all major search 6. INEXPENSIVE F. RED- HOT
engines today. 7. DEPENDABLE G. RELIABLE
4. New companies need to get as much___________ as possible, so that 8. ADVANCED H. AHEAD
people get to know their products. 9. UNBEATABLE I. DURABLE

5. World famous companies like Adidas ___________ certain events. 10. EASY-TO-USE J. EXAMINED
11. SUPERIOR K. INDESTRUCTIBLE
6. Our ____________of the market is nor very high, only 3%.
12. UNIQUE L. ECONOMICAL
7. Small companies find it difficult to_______________ against
13. MUCH-VAUNTED M. MONEY’S WORTH
multinationals.
9. On average women are said to ________more beauty products than men.
10. Sellers often____________ a new product by putting it in the most eye-
catching places

TAKE A LOOK AT THE FOLLOWING ADVERTISEMENTS OF COCA-COLA . FIRST ANALYSE THE ADS AND
THEN COMPARE THEIR EVOLUTION IN TIME. THE FIRST IS FROM 1929, THE SECOND 1959, THE
THIRD 1979 AND THE FOURTH 1999

USE THE WORDS IN THE BOX TO MATCH THE DEFINITIONS

FLYER, COMMERCIAL, BANNER, LOGO, BILLBOARD, MARKET PRODUCT,

RESEARCH, SLOGAN, ADVERTISING, MARKETING , MARKET SHARE, BRAND,

1. Name given to a product by a company

2. Activity of presenting, selling and promoting a product
3. Activity of informing people about a product or service with
posters, films etc
4. Symbol or design used to represent the company
5. Amount a company sells compared to all the other companies
6. Large printed sign placed outdoor
7. Advertising phrase easy to remember
8. Work of collecting information about people's buying habits
9. Something generic which a company makes or sells
10.Small handbill advertising a product
11. An audio-visual advertising announcement
12.Long strip of cloth bearing a slogan or design
1. WHAT INFORMATION DOES THE ADVERTISEMENT PROVIDE ABOUR THE
PRODUCT?
2. WHO DO YOU THINK ID THE TARGET AUDIENCE FOR THIS PRODUCT?
3. WHAT IMAGES HAS THE ADVERTISER CHOSEN TO USE?
4. HOW DOES THE ADVERTISER TRY TO CONVINCE YOU TO USE THE
PRODUCT?
5. WHAT INFORMATION DO YOU THINK HAS BEEN LEFT OUTP
6. WHICH OF THE FOUR ADS WOULD YOU CHOOSE? WHY?
7. COMPARE THE FOUR ADS. COLOR, DESIGN. SLOGANS, IMAGES..ETC

LOOK AT THESE ADS OF QUITE STRANGE PRODUCTS. WHAT DO YOU THINK OF THEM. WOULD YOU BY ANY OF THEM?

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