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above the fold

above the fold  

Originally the upper half of the front page of a newspaper that was visible when the paper was folded, which was the normal presentation format to customers when displayed by newspaper vendors on a ...
account planning

account planning  

The process of market and client research, development of a strategy that is specific to the client's needs, and the programmes and creative briefs that address them. The function was developed in UK ...
ad copy

ad copy  

A printed text or spoken words in an advertisement.
ad speak

ad speak  

The language, acronyms, and idioms used by people in the advertising industry. Many of these phrases have become part of idiomatic language.
advertising agency

advertising agency  

A business organization specializing in planning and handling advertising on behalf of clients. A full-service agency provides a range of services to clients, including booking advertising space, ...
advertising research

advertising research  

A method conducted to determine the efficacy of advertising. Such research focuses on either the performance of a specific advert, or advertising campaign, or at a more general understanding of how ...
advertising-to-sales ratio

advertising-to-sales ratio  

The percentage of advertising expenses relative to sales revenues: often used as a prime measure of advertising effectiveness, particularly for consumer products and services.
ambient media

ambient media  

Description of unusual objects or places in which advertising is found, such as light projected into the skies or imposed on any non-traditional physical object such as roofs, pavements and floors, ...
bait and switch

bait and switch  

The practice of enticing or ‘baiting’ the potential customer with a misleading advertisement (e.g. offering goods deceptively cheap) then persuading them to buy something more expensive (‘switching’) ...
below-the-line

below-the-line  

Denoting those entries printed below the horizontal line on a company’s profit and loss account that show how the profit is distributed or where the funds to finance the loss have come from. Compare ...
Bill Backer

Bill Backer  

(1926–)During his 25-year career with the advertising agency McCann-Erickson Worldwide, New York, Backer created some of the more successful advertising campaigns in history. For example: Campbell's ...
Bill Bernbach

Bill Bernbach  

(1911–82)The joint founder of the Doyle Dane Bernbach agency in New York in 1949. Often regarded as the most influential figure in the 20th-century advertising industry, Bernbach is remembered for ...
billboard

billboard  

The board on which posters, or bills, are pasted. It can also be known as a hoarding or poster site. Billboards can be placed at the side of buildings on a near-permanent basis. They are often used ...
blanket coverage

blanket coverage  

Promotions and advertising without prior market segmentation or targeting of a specific audience or type of customer. Typically used in mass consumer goods or awareness creation campaigns.
blitzkrieg advertising

blitzkrieg advertising  

A technique used in advertising in which an advertising placement is concentrated in the media for an intensive and short period of time. This is used to gain rapid awareness or a quick response from ...
brand

brand  

A tradename used to identify a specific product, manufacturer, or distributor. The sale of most branded products began in the UK at the turn of the century; some, such as Bovril (Trademark) and ...
broadcast media

broadcast media  

An advertising technique that uses media such as radio and television that reach target audiences using airwaves as the transmission medium. Broadcast media advertising remains the most expensive ...
brochures

brochures  

An everyday form of advertising. Like catalogues, they are usually portable, either mailed directly or handed over in person. This medium is very dominant for physical products, professional ...
button ad

button ad  

A graphical advertising unit used on the World Wide Web that is smaller than a banner ad. Button ads measure typically 120 × 90, 120 × 60, 125 × 125, and 88 × 31 pixels. Whereas banners are often ...
button exchange

button exchange  

A network where participating sites on the World Wide Web display button ads in exchange for credits, which are converted (using a predetermined exchange rate) into ads to be displayed on other ...

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