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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 ...
above-the-line

above-the-line  

Reference type:
Overview Page
Subject:
Media studies
A term which now has come to mean mass audience advertising and promotional campaigns—for example, to describe campaigns that are targeted at high volumes of consumers in a large number of countries ...
account handler

account handler  

Reference type:
Overview Page
Subject:
Media studies
In advertising and web design agencies, the person who acts as the intermediary between the agency and the client, whose job is to interpret the client's brief and manage the process of its ...
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 retention

ad retention  

Reference type:
Overview Page
Subject:
Media studies
(market research)The percentage of consumers who recall a specific advertisement or brand even after exposure to the advertising has ceased. Advertisements thus have a residual ‘half-life’. See also ...
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.
advertisement

advertisement  

Reference type:
Overview Page
Subject:
Media studies
An attention-grabbing presentation in any medium which typically serves the marketing function of persuading consumers to purchase a product or service but which may also function to raise or ...
Advertising

Advertising   Reference library

The Oxford Companion to Australian History

Reference type:
Subject Reference
Current Version:
2003
Subject:
History, Regional and National History
Length:
916 words

has always been a form of communication designed to influence consumers' behaviour. Its form, organisation, methods and content have all

advertising

advertising   Reference library

An Oxford Companion to the Romantic Age

Reference type:
Subject Reference
Current Version:
2009

The commercialization of British society was manifested in and sustained by an expanding advertising industry which assumed its modern shape

advertising

advertising   Reference library

The New Oxford Companion to Law

Reference type:
Subject Reference
Current Version:
2009
Subject:
Law
Length:
859 words

The development of mass production in the early twentieth century created a problem for producers who found that local and

Advertising

Advertising   Reference library

Michael Krondl

The Oxford Encyclopedia of Food and Drink in America (2 ed.)

Reference type:
Subject Reference
Current Version:
2013

When President Calvin Coolidge addressed a national advertising conference in 1926, he was pleased to report on the happy

Advertising

Advertising   Reference library

The Oxford Companion to Italian Literature

Reference type:
Subject Reference
Current Version:
2005
Subject:
Literature
Length:
548 words

The earliest examples of advertising in Italy date back to Roman times: inscriptions on the walls of premises in Pompei

advertising

advertising   Reference library

The Oxford Companion to Canadian History

Reference type:
Subject Reference
Current Version:
2004
Subject:
History, Regional and National History
Length:
557 words

Mediated communication intended for mass persuasion. Culturally, advertising manipulates selected words, images, and symbols to create a favourable impression for

Advertising

Advertising   Reference library

The New Oxford Companion to Literature in French

Reference type:
Subject Reference
Current Version:
2005
Subject:
Literature
Length:
538 words

The language of ‘la publicité’ with its reflection and creation of the tastes of the times, its verbal economy, its

Advertising

Advertising   Reference library

The Oxford Encyclopedia of Maritime History

Reference type:
Subject Reference
Current Version:
2007
Subject:
History, Military History
Length:
1,464 words
Illustration(s):
1

Shipping is an international enterprise, and advertising has long played a crucial part in its commercial success. The promotion of

Advertising

Advertising   Reference library

Oxford Encyclopedia of the Modern World

Reference type:
Subject Reference
Current Version:
2008
Subject:
History, Contemporary History (post 1945)
Length:
3,747 words
Illustration(s):
2

[This entry includes two subentries, an overview of advertising worldwide and a discussion of advertising in the United States.

advertising

advertising   Reference library

Encyclopedia of Semiotics

Reference type:
Subject Reference
Current Version:
2007
Subject:
Language reference, Linguistics
Length:
1,991 words

Since the 1960s, advertising has been one of the main areas of research in applied semiotics. The semiotics of advertising

advertising

advertising   Reference library

The Oxford Companion to Medicine (3 ed.)

Reference type:
Subject Reference
Current Version:
2006
Subject:
Medicine and health
Length:
2,744 words

is integral to a modern free market economy. It provides information (and misinformation) about goods and services, and seeks to

Advertising

Advertising   Reference library

The Oxford Encyclopedia of Economic History

Reference type:
Subject Reference
Current Version:
2005
Subject:
Social sciences, Economics
Length:
4,107 words
Illustration(s):
1

An old business adage declared that “It pays to advertise.” It also costs to advertise. Advertisers must invest something, whether

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