GLOSSARY+OF+ADVERTISING+TERMS


 * **Term **
 * < **Definition ** ||
 * < **Agency ** ||< The organisation which takes care of advertising for clients. ||
 * < **Anchorage ** ||< The 'pinning down of meaning' that a caption provides when coupled with an ambiguous image - or vice versa ||
 * < **Benefits ** ||< The features of a product which are highlighted to customers in ads. there are only two true benefits: better and cheaper. An ad may highlight the supposed emotional benefits of owning a product (e.g. you'll be happier, more attractive) ||
 * < **Billboard ** ||< Space for outdoor advertising ||
 * < **Brand ** ||< A brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer. ||
 * < **Brief ** ||< The outline of a campaign's purpose given to the agency by the client. The brief is then developed further by the agency for internal use ||
 * < **Campaign ** ||< A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorised together as they are the execution of a central idea ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Client ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">The organisation who pays the agency ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Connotations ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">Ideas associated with a product/ service ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Creative ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">The creative ideas behind an ad, or the person/team who comes up with them ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Copy/ Body copy ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">The text created for an ad ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Demographics ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">Describing an audience by age, gender, ethnicity, location - ie the facts about them ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Denotation ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">The literal (dictionary) representation of the product ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Product Placement ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">The practice of paying for a branded product to be used by a character in a movie - eg James Bond driving a BMW Z3 ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Psychographics ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">Describing an audience by their shared psychological profile (likes, dislikes etc) ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">Slogan (Tagline) ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">Line of copy which encapsulates the campaign strategy ||
 * < **<span style="font-family: 'Verdana','sans-serif'; font-size: 10pt;">USP ** ||< <span style="font-family: 'Verdana','sans-serif'; font-size: 10pt; margin: 0in 0in 0pt;">Unique Selling Proposition/point - a highlighted benefit of a product which makes it stand out from all rival brands. ||