FTC Ad Vocab

https://www.consumer.ftc.gov/Admongo/glossary.html

Advertising

A tool used to get people's attention and to get people to do

Association

Referring to popular values or showing popular images in an ad

Behavioral Advertising

When a company directs internet advertising to a computer based on what sites the users of that computer have visited. For example

Brand

The personality of a product or company that is created through its advertising and marketing.

Call to action

The part of the ad that tells consumers what to do. A call to action can be express ("call now!") or implied ("our phones are open now").

Claim

Information about how a product or service works

Consumer

Someone who buys and uses products and services.

Disclosure

Language in an ad that is intended to qualify a claim. When an ad's headline states that a pill makes people lose weight

Fear appeal

Showing a product or service as a solution for something people worry about

FTC

Federal Trade Commission

Games

Presenting a commercial in the form of a game

Humor

Making consumers laugh to catch their attention and make an ad more memorable. Critical thinking question  What happens if I separate the humor from the actual product?

Hype

Using words like greatest

Licensing

Paying a fee for the right to use an entertainment character as a part of advertising. For example

Logo

A symbol or graphic design that identifies a product or company. Over time

Must-have

The technique of portraying a product or services as something that consumers must have to be happy

Packaging and labeling

A product's outer wrapping and the other information distributed with it

Placement

The process of distributing ads. Advertisers put their ads in media that they think will best reach the intended target audience

Point of view

The advertiser's perspective on and opinions about the product or service being advertised. For example

Prizes

sweepstakes

Product placement

Arranging for product or service’s name or image to be used in a television show

the product may be used as a prop

or a billboard for a product might appear in the background of a film or game. Sometimes the advertiser pays for the product placement

but other times the advertiser provides the product for free.

Point-of-purchase advertising

Advertising that appears inside stores

Public service announcement (“PSA”)

An advertisement by a government or non-profit organization. Television and radio stations often air these for free.

Repetition

The technique of repeating a message or idea so consumers are more likely to remember it. Critical thinking question Is this product better than others

Sales and price references

The technique of suggesting that the price is low

Sense appeal

The technique of using images and sounds to appeal to one or more of the five senses. For example

Slogans or taglines

Short phrases

Special or scientific ingredients

The technique of giving a product or one of its ingredients a special name that suggests that it must be new and effective. Critical thinking question  Is the ingredient really special – or is this just an example of creative advertising?

Sponsorships

When a business pays to get its name used in connection with an event (the “Acme Race”) or a location (the “Acme Stadium”).

Target audience

A group of people to whom advertising is directed. The process of creating an ad to appeal to a target audience

Testimonials and endorsements

When a celebrity

Viral or Word-of-Mouth Marketing

An ad – often in the form of a funny message or video – that is intended to be spread from person to person