Marketing Vocab - 1

Out of Home Advertising (OOH)

This category of advertising includes any, typically, large format, visual advertising designed to reach consumers while they are in public places, commuting, or waiting for transport. Billboard fall under this category.

Endorsement

A form of advertising where a public figure uses their fame and trustworthiness to publicly recommend or vouch for a product, service, brand, or idea.

Commercial storyboard

Is a visual blueprint, like a comic strip, that sequences sketches or images to map out a video advertisement shot-by-shot, detailing camera angles, actions, dialogue, and sounds to guide production and align the team’s creative vision before filming begins, ensuring a clear effective message.

Licensing

When Brand “A” gives permission to Brand “B” to use Brand A’s logos and images for a fee.

Liscensor

The owner who grants rights (like using a brand, patent, or property) in a licensing agreement.

Liscensee

Is the recipient who pays for and uses those granted rights without gaining ownership.

Patent

A government-granted legal right that gives an inventor exclusive ownership over an invention for a limited time - typically 20 years. It prevents others from making, using, or selling the invention without permission. Patents cover new, useful processes, machines, or products.

Sponsorship

When a company pays to be associated with an individual, group, or event.

Why would a company want to be a sponsor?

The company wants to expose people to a new product, or enhance their image.

Benefits of Billboard Advertising

People in Atlanta are always driving, and billboards are literally in you face. Outdoor advertising doesn’t disrupt people in any way.

What are some examples of sponsorship in sports and entertainment?

sponsoring a team, half-time show, or person on the red carpet