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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 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 codes

advertising codes  

Reference type:
Overview Page
Subject:
Media studies
1. Formal, published ethical codes of professional practice within the advertising industry.2. In semiotics, conventions of form and/or content regularly employed within advertisements. See also ...
Advertising Cookbooklets and Recipes

Advertising Cookbooklets and Recipes  

Since the mid-nineteenth century, recipes have been used to sell products. At first, recipes were incidental to the products advertised. Publishers hoped that readers interested in the recipes would ...
advertising cultures

advertising cultures  

Reference type:
Overview Page
Subject:
Media studies
The occupational contexts in which advertising is practised and the prevailing practices, value systems, and professional discourses within the advertising industry and advertising agencies. Compare ...
advertising discourse

advertising discourse  

Reference type:
Overview Page
Subject:
Media studies
1. In linguistics and discourse analysis, the ways in which different forms of language and various linguistic (and sometimes also visual and aural) techniques—are deployed within the advertising ...
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.
alcohol abuse

alcohol abuse  

Excessive consumption of alcohol, especially when it is habitual or frequently repeated and associated with impaired capacity to function in the family and society, operate a motor vehicle or moving ...
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, ...
anti-ads

anti-ads  

Reference type:
Overview Page
Subject:
Media studies
A genre of advertisements that emerged in the 1980s and drew attention to discrepancies between advertising and reality. Although anti-ads were created by commercial companies to sell products, they ...
appropriation

appropriation  

Reference type:
Overview Page
Subject:
Media studies
1. (cultural appropriation) The adoption by one cultural group of some of the cultural forms of a different cultural group (including subcultures). For instance, ‘metrosexual’ fashions can be seen as ...
audited circulation

audited circulation  

Reference type:
Overview Page
Subject:
Media studies
Industry-standard figures for the average number of copies of each issue of a particular newspaper or magazine in circulation. The actual readership is likely to be larger. These figures are ...

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