Advertising Concepts

A collection of flashcards covering essential advertising concepts and terminology.

Advertising

Paid communication with the users (or prospective users) of a product or service.

Reach

The number or percentage of individuals in a target audience that saw your advertising.

Frequency

The average number of times an individual in a target audience saw your advertising.

Unique Selling Proposition (USP)

A statement that contains the ONE THING that makes your brand/product BETTER than the competition.

Interruptive / Push Advertising

Ads that interrupt a consumer’s media consumption experience with a paid advertising message.

Awareness Campaigns

Advertising that promotes a brand or product, a brand’s message, or a brand’s values.

Direct Response Campaign

Advertising that attempts to elicit an immediate consumer response that delivers results of immediate value.

Content Marketing

Creating helpful relevant original content for customers who are actively seeking information.

Permission Marketing

When advertisers get explicit or implicit permission from customers to receive relevant advertising messages.

PESO Model

An integrated model of media adapted for the digital age: Paid, Earned, Shared, and Owned media.

Paid Media

When media channels are paid to broadcast, display, or publish advertising content.

Earned Media

Brand or product mentions on third-party media channels that were not paid placements.

Shared Media

When advertiser content is shared on social platforms, creating additional reach and engagement.

Owned Media

When an advertiser owns the media channel that information is published on.

Recency

Reaching customers who are in the right 'window of opportunity' to purchase a product.

Relevancy

Reaching customers who are most likely to have a need for a product.

Engagement

A measure of how prospective or existing customers are responding to advertising content.

Conversions

A measure of how many prospects became paying customers.