Media and Advertising Terms - English

Ad copy

All printed text in an advertisement.

Advertising

Any form of paid-for media used by a marketer to communicate with their target audience.

Advertisement

Paid-for dedicated space in which only the advertiser (brand/organisation) is represented.  For example: in newspapers, magazines, TV, radio, posters, billboards, social media, etc …

Advertising Appeals

The use of ethos, pathos and/or logos to develop a direct link between the product or service and the consumer’s needs or wants.

Billboard

An outdoor sign or poster.  Costs for a specific billboard are determined by the board's size and the amount of traffic that passes its location.

Brand Loyalty

The advertiser wants you to continue buying the established brand, especially those older, well-established businesses, for example: Coca-Cola, Nike, Lululemon.

Celebrity endorsement

An advertisement or promotion featuring testimonials for products by a well-known personality from the field of entertainment, sport, and politics.  For example: Michael Jordan for Nike or Drake for Sprite.

Consumer

Individuals who use goods or services (personal use) → always the end user of a product or service but might not necessarily have purchased it.

Convenience and Physical Comfort

This appeal is usually for work-saving and time-saving devices, or items designed to enhance comfort.

Creativity and Individuality

This encourages the buyer to add a personal touch to the product’s use.

Customer

A person or business that buys or purchases goods or services from another business (but might not be the end user).

Conformity

The “bandwagon” approach.  Everybody is trying this product or brand, don’t be left behind.

Demographics

Information regarding the size and characteristics of a particular population of interest such as age, gender, income, education, etc …

Glittering Generalities

Using attractive/positive but vague words to make a product sound better.

Humour

Entertaining and funny but possibly deceptive, says little about the product.

Logo

An iconic/identifiable symbol used to identify a brand.  Easily recognizable.

Motto/Slogan

A motto or slogan is a short and catchy phrase that reinforces a brand's values and increases awareness of - and demand for - products or services. For example: Subway: “Eat Fresh”.

Marketing Campaign

A specific series of strategies, tactics, and activities designed to get desired marketing messages to intended target markets.  A marketing plan should be researched and developed to include an outline of the goals, how to accomplish them, and how to measure their success.

Media Outlet/Platform

A publication or broadcast organization that transmits information, news, entertainment, and advertising messages.  Media outlets can include print publications, social media platforms, websites, billboards, radio stations, as well as broadcast and cable TV stations. Ex: CBC, TikTok.

Medium (plural, Media)

A vehicle or group of vehicles—such as newspapers, social media websites, television, cable television, radio, billboards—used to convey information, news, entertainment, and advertising messages to an audience.

Physical Attractiveness

A wishful-thinking ad appealing to people who wish to be sexier and more beautiful, alluring or appealing to others.

Product Comparison

The use of juxtaposition, to show how your product/service compares/is better than the competitors’.

Product Placement

A form of advertising in which branded goods and services are featured in a production that targets a large audience. For example: Pizza Hut in the film “Wayne’s World.”

Security

This appeals to many different kinds of security: social, emotional, financial, etc …

Spot (Spot Announcement)

15-, 30-, or 60-second radio or television commercial.

Status

An appeal to the buyers’ class-consciousness.

Symbolic Codes

The use of  language, dress and actions of characters to convey meaning/a message.

Target audience

A specific audience or demographic group for which an advertising message is designed.

Technical Codes

The use of camera angles, sound  and lighting to convey meaning/a message.

Testimonial

The endorsement of a product by a well known person or organization.