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Important Terms in Advertising

1. Above-the-line cost: A budgeted expenses in television production (e.g., producers,

directors, cast, script etc.).
2. Account: A general term for the business relationship existing between an advertising
agency and its clients. A client of an advertising agency.
3. Account conflict: The opposing interests that occur when an advertising agency accepts
competing clients.
4. Account executive: An executive responsible co-coordinating an account.
5. AD: Art director or Assistant director.
6. Ad: Advertisement.
7. Ad copy: The portions of an advertisement, commercial, or promotional piece.
8. Adman: A person working in the advertising industry.
9. Below the line cost: Cost that is not included in above-the-line items (e.g. props,
transportation, set construction etc.)
10. Brand: A graphic symbol, trade name, or combination of both that distinguishes a
product or service of one seller from those of others.
11. Brand name: A word or group of words, usually trademarked, that identify a product or
12. Brand image: The pattern of feelings, associations, and ideas held by the public
generally in regard to a specific brand. It is also called Brand Personality.
13. Promotion: An effort, usually temporary, to create interests in the purchase of a
product or service by offering extra values; includes temporary discounts, allowances,
premium offers, coupons, contests etc.
14. Positioning: It is strategic placement of products, ideas, services in the market to
create a distinct brand image in the same segment.
15. Segment: A market segment consists of a group of customers who share a similar set
of wants.

Example: A car company might say that it would target young, middle-income car buyers.
The problem is that the young, middle-income buyers will differ about what they want in a
car. Some will want a low-cost car and others will want an expensive car. Young, middle-
income car buyers is a sector. Young, middle income car buyers who want a low-cost car is
a segment.
16. Sponsor: Generally, an advertiser that pays for broadcast time. An advertiser that
purchases an entire program.
17. Sponsored program: A TV or Radio program paid for by one or more advertisers, as
opposed to a sustaining program.
18. Sustaining program: A TV or radio program supported by a commercial station or
networks, without sponsorship by an advertiser, usually scheduled in the public interests.
19. Target Market: A target market is the market segment to which a particular product is
20. Marketing: The business activities that affect the distribution and sales of goods and
services from producer to consumer; including product or service development, pricing,
packaging, advertising, merchandising, and distribution.
21. Brand loyalty: The consistent purchase and use of a specific product by a consumer
over a period of time.
22. USP: The original and unique benefit claimed for an advertised product or service.
23. Slogan: A sentence or phrase used consistently in advertising to identify an advertisers
product or services.
24. Logo: A brand name, publication title, or the like, presented in a special lettering style
or typeface and used in the name of a trademark.
25. Propaganda: A communication intended to influence, belief and action, whether true or
false information is contained in such communication. Ex: Every God-fearing/God-believing
person should support us to free the J&K from the oppressions of the Govt. of India.
26. Publicity: Information regarding a person, corporation, product etc. released for non-
paid use by the mass media; often disguised as news.