Advertising Terms Explained

Advertising – 1) the action of calling something (as a commodity for sale, a service offered or desired) to the attention of the public, especially by means of printed or broadcast paid announcements; 2) advertisements; 3) the business or profession of designing and preparing advertisements for publication and broadcast.

Advertiser – a person who advertisers.

Advertising (ad) copy – the text of an advertisement.

Body copy – the main text of an advertisement, in contrast to headlines and the name plate.

Brand name – the spoken part of a trademark in contrast to the pictorial mark.

Branding – the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers.

Caption – the heading of an advertisement; the descriptive matter accompanying an illustration.

Certification mark – an identifying mark or symbol used by a company that certifies, approves, or in some manner gives testimonials to the products or services of others.

Circular – an advertisement printed on a sheet or folder.

Classified advertising – advertising published in sections of a newspaper or magazine set aside for certain classes of goods or services, in columns so labeled: Help Wanted, Positions Wanted, Houses for Sale, Cars for Sale.

Copywriter – a person who creates the text of advertisements.

Jingles – popular ways of making a slogan that rhymes memorable, provided the slogan contains a real selling message.

Logotype (logo) – a trademark or trade name embodied in the form of a distinctive lettering or design.

Slogan – a brief striking phrase used in advertising or promotion (e.g. “Beans of Glick Always Click”).