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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

service.

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

marketed.

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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.