A-board display in which two sloping boards are joined at top, used for outdoor signs

accordion hinged display structure that folds like an accordion and expands or contracts to fill space
account client or person employing agency to create ads
account coordinator person responsible for maintaining good relations between client and media
account executive advertising agency employee who oversees marketing and administrative efforts for
one or more clients campaigns and deals directly with client
account supervisor person who oversees account executives
action cards mail-order device in which set of postcards with order forms and return addresses for a
variety of products and companies is sent to potential customers
ad advertisement
AD art director
admass Chiefly Brit. high-pressure marketing using mass media advertising to reach large numbers of
people
advertisement paid public announcement describing something for sale
advertising calling public attention to a particular product by paid announcements so as to arouse desire
to buy it; any public notice
advertising manager client representative responsible for overseeing marketing efforts related to
product, including budgeting, creative activities, and liaison with agency
advertising sales representative media planner who contacts publications
advertorial advertisement that resembles newspaper editorial but promotes advertisers product,
service, or point of view
agate line measure of advertising space, 1 1/4 of an inch by one column wide
age group target audience based on age
agency company in business of creating advertisements, packaging, and product names for clients
products and services
airplane banner flag or banner bearing advertisement, trailing behind low-flying airplane
appeal approach used to promote sales
art direction general approach to and look of an advertisement
art director AD; person responsible for creative positioning and graphic design of advertisement
audiovisual (adj) A/V; pertaining to simultaneous use of tape recordings, slides, and video to support
pitch, presentation, or display
A/V audio visual
billboard very large outdoor printed sign
billings gross income to agency from one account or several accounts
blister pack display package in which clear plastic seals product against cardboard sheet
book talent agency listing, with pictures, of actors and models
booking scheduling of talent and staff offered work on shoot or photo session
brainstorming meeting to generate creative ideas
broadside sheet printed on one or both sides with advertising message
brochure folded leaflet with advertising message, usu. illustrated
bumper sticker advertising strip attached to automobilebumper
bus card advertising poster attached to side or back of bus, esp. in city public bus system
business-to-business (adj) designating communications or dealings by agencies or between companies
buzzword word or phrase that takes on added significance or new meaning through repetition or special
usage
calling card small card with persons name, business name, telephone number, and address; any
identifying symbol, trademark, or object
campaign total planned sales effort on behalf of specific client, usu. multimedia and over period of time
catalog illustrated booklet listing available products
classified ad brief listing in periodical of items for sale and services offered, arranged by category; want
ad
client company, or its representative, that employs agency to create advertisements
Clio annual award given for excellence in radio and television advertising
color separation photographic process using separate plates for each color
commercial advertising announcement on television or radio or in movie theater; (adj) designating
product or service suitable for wide, popular market
competitive bid anticipated charges requested by agency from suppliers for preparing materials for
advertising, compared with bids of other suppliers
concept general idea behind slogan, pitch, or campaign
consumer private individual at whom advertisements are aimed
consumer market defined group of consumers
cooperative advertising sharing of cost of advertisement between manufacturer and retailer
copy written part of advertisement
copywriter person responsible for writing advertising copy and creating concept with art director
corporate identity words and graphics that project image that corporate client wishes to convey to
public
cost per thousand CPM; cost of advertising per thousand potential customers reached through
publication, broadcast, or outdoor advertisement
CPM cost per thousand (roman numeral M)
creative director person responsible in agency for developing concepts, coordinating production of art
and copy, and executing campaign
creative team art director, copywriter, and creative director involved in initial development of
advertisement
cycle schedule of periodic, often quarterly, residual payments to actors, models, and singers
dealer spot spot advertisement placed by retail dealer of product rather than manufacturer
decal specially prepared paper from which graphics can be transferred to another surface
direct mail direct marketing exclusively by mail
direct marketing marketing via leaflets, brochures, letters, catalogs, or print ads mailed or distributed
directly to potential consumers; any medium used to elicit responses directly from consumers
display any of various structures used to describe or show product being advertised
display ad illustrated advertisement in newspaper or magazine
dog and pony show Informal. elaborate pitch, presentation, or campaign
drive time Slang. ads directed at commuters in cars, esp. during morning and late afternoon
dummy rough layout of assembled work for print advertisement
dump-bin floor display holding an assortment of loose items
electronic billboard electronic sign that displays animated, full-color messages in a public place
estimate proposed or expected budget of campaign
exclusivity prohibition on performing in commercial for product that is competitive with one for which
actor has commercial currently on hold or running; right to use specific talent, art, music, etc., in
advertising
exhibition public show or display
exposure number of potential consumers reached through specific medium
flack press agent or publicist, sometimes considered disparaging
flier fly sheet
flip chart chart with series of illustrated pages bound at top so that pages can be lifted vertically and
dropped behind other pages, used in presentation
fly sheet handbill, loose sheet with printed advertisement; flier
focus group group of potential consumers used in market research to determine likely effectiveness of
advertising
freelance copywriter, graphic artist, or creative person employed by agency or client on intermittent
basis
giveaway promotion involving free novelties or gifts
graphic design any form of visual artistic representation of product or layout of advertisement
graphic designer person responsible for implementing art direction of print advertisement
grinder Slang. actor impersonating doctor or other professional authority on television commercial
halftone printed image formed by close-set dots of varying sizes
handbill small, printed advertising sheet distributed by hand
hard sell aggressive advertising technique
head shot glossy 8 x 10-inch picture of actors or models face
hidden persuaders subtle or subliminal advertising messages and techniques
hold period during which commercial is held by agency prior to release
hook clever phrase or melody used to capture consumers attention; peg; slant
huckster Informal. person who works in advertising industry
hymn Slang. hidden or subliminal message
hype Informal. extravagant promotion of person, idea, or product
IBM Slang. advertisement with corporate look
impact degree of success of campaign; reaching of consumers
impulse buying buying for momentary pleasure rather than out of genuine need, sometimes encouraged
by advertising
independent agency functioning alone, without control by larger corporation
ink Slang. print publicity; press coverage
insert printed sheet or sheets inserted into publication or enclosed with mailing
jiffy hanger metal hook attached by grommet to piece of buckram coated with adhesive that is applied
to wall or display surface
jingle catchy, repetitious musical refrain used in radio or TV advertising
junk mail unsolicited advertising material sent by post
kickapoo Slang. clients product
knockdown display or exhibit that can be disassembled easily for shipping
launch introduction of new product or service
layout design for graphic advertising production, roughly depicting look of advertisement
linage total lines of advertising placed in publication in one issue over period of time
live tag voice-over at end of prerecorded commercial that provides current or local information
logo recognizable trademarked design and lettering for trade, product, or organization; logotype
logotype logo
Madison Avenue advertising in general; New York City street that is location of many large agencies
magalog Informal. mail-order catalog that carries editorial matter and advertisements for other
companies
mailer advertisement sent by mail
mailing list list of prospective customers organized by location, income, or other aspect of consumer
profile
mail order retail sales conducted by mail
mall-fixture advertisement poster advertisement mounted in glassed frame in kiosk or other public
place in mall or transportation depot
market prospective customers for given product
marketing strategy and specific techniques used in reaching consumers
market profile characteristics of group or area targeted for campaign
market research study of consumer groups and business competition used to define projected market
market share percentage of specific market reached or sold by given product, advertisement, or agency
marquee billboard advertising theater performance
media forms of mass communication that carry advertising, esp. newspapers, magazines, television, and
radio
media buying service company that specializes in buying print and television or radio time for
advertisements
media planner employee of advertiser or advertising agency who coordinates media aspects of
campaign and selects which media to use
media research study of radio, television, and magazines for purpose of reaching optimal consumer
audience
mention brief item in press or on broadcast referring to person, product, or service
merger combining of two or more agencies to pool accounts and staff; takeover of one agency by another
Merry Andrew Slang. actor impersonating victim of headache or indigestion in commercial
message underlying theme or idea in advertisement
Middle America conservative, middle-class segment of U.S. population that makes up largest consumer
group
mockup scale-dimensional display model used in planning
model actor employed by agency to appear in advertisement
mom-and-pop (adj) having a traditional, rural look in advertisements; designating a small advertising
agency
MOS supposedly from Germanism mit-out sprache; commercial filmed without recording sound and
without speaking actors
multimedia (adj) involving use of several media simultaneously in single advertisement or campaign
national advertising spot running throughout the country
novelties free items, such as matches, calendars, or buttons, bearing advertisers logo
outdoor Informal. billboard, bus card, mall-fixture, or other outdoor advertisement
P and G Slang. lit. Proctor & Gamble; advertisement with Middle American appeal, style, and art direction
paste-up formation of graphic design or layout by pasting objects to stiff board; mechanical
payback return on investment; success of advertisement
payoff results of advertising campaign
peg Informal. strong, appealing, notable element of press release or campaign; hook; slant
penalty payment required payment, usu. to actors, models, and singers, for violation of standard
booking practices
photo opportunity sometimes staged event having visual appeal or interest to photographers, used to
generate publicity and free advertising
piggyback (vb) run group of commercials back to back, usu. for same client, in time frame such as four
fifteen-second spots for price of one sixty-second spot
piggy spot Slang. pain is good spot; radio or television commercial for painkiller featuring actor
impersonating pain sufferer
pitch presentation of advertising message
planned obsolescence method of stimulating consumer demand by designing products to become
outdated or broken after limited use
plug Informal. favorable mention or picture of product in nonadvertising portion of media presentation
point-of-purchase advertising signs, displays, and other techniques of attracting attention and
promoting products at their point of sale, such as at the counter of a retail store
point-of-purchase display arrangement of goods in retail store with conspicuous advertising copy
POP point-of-purchase
pop-up display or mailer, part of which automatically moves or lifts from surface as it is opened
portfolio large, bound volume containing pictures from ads, used by agency or talent to generate new
jobs
poster graphic advertisement attached to flat surface or standing up with clip backing
PR public relations
premium something offered free or at reduced price as inducement to buy something else
presentation pitch, description of advertising campaign
press agent publicist
press kit collection of editorial and promotional materials distributed to press
principal performer in commercial who can be recognized or identified, including but not limited to
speaking parts
print advertising in newspapers, magazines, catalogs, or mailers, usu. photographs or other graphic
material
production manager person responsible for overseeing details in making of video or print advertisement
promotion method of increasing sales of merchandise through advertising; any activity aimed at
increasing sales
propaganda promotion of specific ideas or views, esp. political
publicist person hired to promote cause, individual, or product by generating free advertising; flack;
press agent
publicity dissemination of promotional material to draw interest or generate sales
public relations PR; business of inducing goodwill and acceptance in public toward individual, cause,
company, or product
puffery undue or exaggerated praise or claims used in advertising and publicity
rates cost per inch of print advertising; cost per minute of radio and TV advertising
rating measure of audience for television show, used to establish rates
refusal right of first actor or model selected for advertisement to refuse or accept assignment
regional advertisement appearing in one region only
release signed permission given by person to use his or her photo, voice, name, or testimonial statement
commercially
remnant space unsold print advertising space sold at a discount
residual payment to model, actor, or singer each time advertisement is played, shown, or run
rollout Informal. geographic expansion of campaign from test market, as to regional or national market
sale offering of retail goods at reduced prices to induce increased consumption
sandwich board two hinged boards with advertising messages on them, worn hung over shoulders
SAU standard advertising unit
scatter package arrangement to air television commercials at various times or intervals
sell (vb) promote an idea, product, or concept
session recording session for radio or TV commercial; photograph-taking session
session fee amount paid to talent or artist for days work on single session
shill person planted in audience to lure onlookers into buying product or participating in activity
shoot taping or filming of commercial in studio or on location
show bill advertising poster
sizzle Slang. image rather than substance
skywriting writing across sky with chemically produced smoke emitted from airplane, usu. for purposes
of advertising
slant emphasis of a campaign or advertisement; hook; peg
slice-of-life (adj) denoting advertisement that depicts naturalistic, everyday activities
slogan short, memorable advertising phrase
sniping pasting up outdoor posters over billboards or on empty structures, walls, and traffic poles, often
without permission
soft sell subtle advertising technique
space page or section of page bought for advertisement in newspaper, magazine, or catalog
spokesperson well-known person serving as regular advocate of specific product or cause
spot spot announcement
spot advertising advertising in selected locales rather than nationally
spot announcement radio or television commercial of fifteen, thirty, or sixty seconds; spot
stabile display that is suspended or that rises from pedestal at different levels and on different planes,
none of which move
staff permanent, full-time agency employees
standard advertising unit SAU; system of standard dimensions for print advertising based on six
columns, each 2 116 inches wide
static ad photographic or print advertisement
storewide sale sale in all departments of large store
storyboard series of panels roughly depicting scenes, copy, and shots in television commercial
streamer long, narrow sign with message in bold type hung across open area, window, or doorway
stylist hair and makeup artist on television shoot
subliminal advertising concealed appeal to consumers unconscious to buy product
subway card advertising poster attached to interior or exterior side of subway car
sweepstakes lottery in which winners are randomly selected, often used to induce purchase of product
as means of entering contest
tabletop type of shoot in which product is photographed on a table, either life-size or in miniature
table topper exhibit arranged on table rather than floor
talent actors, models, and singers employed in advertisements
talent agency organization that represents actors and models appearing in advertisements
target audience consumer group most likely to buy product, identified by region, age, demographics, or
economic status; target market
target market target audience
teaser advertisement or publicity that arouses interest or curiosity about forthcoming product or event,
sometimes without naming it
telemarketing selling, advertising, or market research done by telephone
tent display card folded and set up with two sloping sides, like inverted V, esp. for small displays on
tables
testimonial statement, often by celebrity or prominent person, affirming truth, fact, character, or value
of a product, event, or service
test market consumer group interviewed to determine target audience
test market spot spot used exclusively on test market and monitored for its effectiveness
throwaway handbill or other printed matter that is distributed free to residences and contains local
advertising; novelty item used to entice consumers into buying more costly item
tie-in campaign to link products, media, or markets
time slot specific time bought for airing of commercial on radio or television
trade name name used by company to describe and distinguish its brand of a generic product, usu.
trademarked
trade-out barter arrangement for exchange of commercial time, advertising space, products, or services
trade show convention at which advertising agencies or related companies show and compare products
and ideas
triptych three-sided display with central element and two wings
turntable revolving mechanical display platform
upscale (adj) Informal. having a look aimed at the well-to-do urban market
VO voice-over
voice-over VO; recorded offscreen voice heard on television or radio commercial
volume dollar amount of billings or revenue
want ad classified ad
wild spot spot appearing in various slots and locales, neither regional nor national, or on non-network
station