Advertising – Business English Words


Word

Meaning

advertisement Item of publicity to promote a product or service in newspapers, magazines, on TV, etc.
advertising agency Marketing services firm that assists companies in planning advertisements.
AIDA Attention, Interest, Desire, Action – the aim of all advertising.
benefit Advantage of a product or service.
billboard Signboard for advertising posters.
broadsheet Newspaper printed in a large format.
campaign Organized course or plan of action.
circulation Average number of copies of newspapers or magazines sold over a period of time.
classified ads Small advertisements in newspapers or magazines, divided into categories.
commercial Advertisement on radio or television.
coupon Part of a printed advertisement to be used to order goods or samples.
direct mail Advertisement sent by post to prospective customers.
double-page spread Advertisement printed across two pages in a newspaper or magazine.
editing Reviewing or rewriting in order to make suitable for publication.
eye-catcher Something that particularly attracts one’s attention.
features Special characteristics of a product.
generic advertising Advertising for a whole sector, such as tourism, rather than a specific product.
hoarding Wooden structure or signboard, used to carry advertisements.
hype Excessive or intensive publicity;  exaggerated claims made in advertising.
jingle Catchy tune, with a short simple rhyme, used to promote a product.
key words Informative words chosen to indicate the content of a document.
launch To start an action in order to introduce something (e.g. a new proeduct).
mailshot Piece of advertising material sent to potential customers by post.
mass media The main means of mass communication (newspapers, TV and radio).
plug Favourable publicity in the media for a commercial product
(e.g. a book).
poster Large sheet of paper used in advertising.
prime time Hours on radio and TV with the largest audience, usually the evening.
promote Use advertising and publicity to try to increase sales of a product.
roadside signs Large panels along roads and motorways used for outdoor advertising.
slogan Phrase used to advertise a product, or to identify a company or organization.
slot Specific time in a broadcasting schedule allotted for a commercial.
soundbite Short extract from a recorded interview or speech.
spam Unsolicited advertising sent through the internet as an email message.
spot Position of a commercial in a radio programme or TV schedule.
tabloid Newspaper printed in small format, usually with a lot of photographs.
target Objective;  what is aimed at.
U.S.P. Unique Selling Proposition;  a declaration of what makes a product different.
write copy Write a text to be printed or spoken in an advertisement or a commercial.

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