Here is some key English vocabulary to know for advertising and marketing:

Brand – a comprehensive representation of a company with a

particular product. For example, the Adidas three stripes logo, its
shoes with that design, and all of its apparel are representations of the
Adidas brand.

Banner – an elongated poster used to promote a product. Today,

people see banners in print form on buildings or on the top of company
websites.

Billboard – large, outdoor posters that advertise products. You often

see these on top of large city buildings or on the side of the motorway.

Client-base – a specific type of people that regularly buy a company’s

product. For Nintendo, it’s mostly young to middle-aged people,
whereas Carhartt Workwear are typically for middle-aged people
working manual labour jobs.

Copy – the text used in promotional or marketing pieces, like a

brochure, that potential clients read to learn about a product or service.
People that do this writing are called copywriters.

Coupon – a small electronic and/or paper promotion that helps market

a product by giving the recipient a discount off of their purchase.

Endorsement – when someone famous uses their own image to help

promote a particular product. Many famous musicians and DJ’s do this
for their favourite instrument, and many famous Hollywood actors do
this regularly.

Jingle – a short song or melody that helps sell a product through visual
or audio media. Often companies will license popular songs by famous
performers like The Ramones, Aretha Franklin, or The Black Keys to
act as their jingle.

Product placement – when companies make arrangements with

films, television shows, or events to have their product included in that
particular media to help promote their product further. If you ever see
your favourite actor or actress drink a Pepsi or Budweiser beer in a
film, the production company has likely been contracted by Pepsi or
Bud to do product placement.

Press kit – a media package of brochures, coupons, and other

assorted free materials sent to various outlets to help promote a
product. Film companies often issue these to magazines or audience
members to help give their new film exposure.

Slogan – a special saying made from a few words that helps identify
the company or brand. Think Coca-Cola’s ‘The Real Thing’, Nike’s
‘Just Do It’, or Ford’s ‘Built tough’.

Spread – a large promotion in a magazine of a particular product or

service across two full pages with glossy pictures.

SEO – Short for search engine optimisation. This is important for

anyone working in digital marketing and advertising today. Its concepts
determine rankings on search engines like Google, helping to push
products and make them easier to find online.

USP – A product’s unique sales point or unique sales proposition. All

products carry this, from Rolex watch’s commitment to building high
grade, non-electronic, handmade watches, to the Apple iPhone’s latest
model having all of the modern technological features that anyone
could want.

Viral marketing – a common expression that is used in today’s

technological age to help market a product across the internet. Often
this is done via paid advertisement on social media or through
interfaces like Google. Occasionally it’s done by accident when a wave
of internet popularity responds well to a particular product.