Advertising Terms ExplainedAdvertising – 1) the action of calling something (as a commodity for sale, a service offered or desired) to the attention of the public, especially by means of printed or broadcast paid announcements; 2) advertisements; 3) the business or profession of designing and preparing advertisements for publication and broadcast. Advertiser – a person who advertisers. Advertising (ad) copy – the text of an advertisement. Body copy – the main text of an advertisement, in contrast to headlines and the name plate. Brand name – the spoken part of a trademark in contrast to the pictorial mark. Branding – the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Caption – the heading of an advertisement; the descriptive matter accompanying an illustration. Certification mark – an identifying mark or symbol used by a company that certifies, approves, or in some manner gives testimonials to the products or services of others. Circular – an advertisement printed on a sheet or folder. Classified advertising – advertising published in sections of a newspaper or magazine set aside for certain classes of goods or services, in columns so labeled: Help Wanted, Positions Wanted, Houses for Sale, Cars for Sale. Copywriter – a person who creates the text of advertisements. Jingles – popular ways of making a slogan that rhymes memorable, provided the slogan contains a real selling message. Logotype (logo) – a trademark or trade name embodied in the form of a distinctive lettering or design. Slogan – a brief striking phrase used in advertising or promotion (e.g. “Beans of Glick Always Click”).
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