General Advertising Glossary
A glossary of General Advertising Terms
General Advertising
Out-of-Home
Out-of-home advertising, also called outdoor advertising, is designed to reach consumers when they are not in their homes. Examples include billboards, bus shelters and traditional store signage.
General Advertising
Outdoor
Outdoor advertising, also called out-of-home advertising, is designed to reach consumers when they are not in their homes. Examples include billboards, bus shelters and traditional store signage.
General Advertising
Packaging Design
Packaging design is the creation of a product’s container, including the shape of the package and the text and graphics on it, to appeal to current and prospective purchasers.
General Advertising
Paid Search
Also called search-engine marketing or pay-per-click advertising, paid search results appear at the top of search-engine results pages, appearing similar to organic results.
General Advertising
Personalization
Personalization, also called retargeting, tracks a user’s internet-browsing behavior to deliver customized advertising. Cookies, for example, collect user information on websites. This information can be used to reach out to potential customers and to deliver ads to users after they leave a company’s website, to direct them back.
General Advertising
Podcasting
Podcasting is broadcasting audio shows via the internet and played back on mobile devices or computers, either downloaded or streamed. The word “podcast” is often cited as a portmanteau of “iPod” and “broadcast.”
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Postproduction
Postproduction describes the steps taken after filming or recording has finished: editing film and sound, adding effects and other processes.
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Preroll Ad
A preroll ad is a promotional message that plays before selected video content. Some can be skipped after a certain amount of time.
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Privacy
Privacy is freedom from being observed by others. Often paired with “data” in digital use, privacy is protecting user data from being sold or used by other entities to customize ads or access to services.
General Advertising
Production Company
A production company handles all elements of preparing and creating a film or radio program, including shooting, recording and editing.
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Programmatic Advertising
Programmatic advertising is automated buying and selling ad inventory, utilizing software to make data-driven decisions. It is touted as efficient and affordable.
General Advertising
Programming
Programming is content that is broadcast to audiences, either solely audio (e.g., radio and podcasts) or both audio and visual (in the case of television). Programming can also refer to deciding what content is broadcast when.
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PSA
A PSA, short for public service announcement or public service ad, is content shared to inform the public of an issue rather than to advertise products or services.
General Advertising
Public Relations
Public relations is tasked with using media to maintain favorable perceptions of individuals or organizations and to build trust between those entities and the public.
General Advertising
Ratings
Ratings measure a program’s audience. They indicate households or other specified groups, out of the whole audience, that watch or listen to a show. Advertisers use ratings to inform media buying.
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Real-Time Response
Real-time response is the actual time during which a relevant answer is generated, generally the quicker the better.
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Rebranding
Rebranding is changing one or many aspects of an existing corporate image. This can include a name change, new logo, updated slogan, etc. Rebranding is often done in response to a change in company practices, customer needs or even mistakes in the original branding.
General Advertising
Regional Agency
Regional agencies tend to serve nearby clients, offering local knowledge and understanding of life and culture. Nearby clients are not necessarily small businesses; some regional agencies represent nationwide companies that are headquartered in their areas.
General Advertising
Retargeting
Retargeting, also called personalization, is aimed at directing an internet user back to a website they left, via tracking browsing behavior to deliver customized advertising. Cookies, for example, collect user information on websites. This information can be used to reach out to potential customers and to deliver ads to users after they leave a company’s […]
General Advertising
Review
A company launches a review when it is evaluating its agency-of-record relationships. A consultancy typically searches for agencies that best suit the company’s needs, and then the company narrows it down to a few agencies that are then asked to participate in a competitive pitch for the given account. Incumbent agencies are sometimes invited to […]
General Advertising
Scatter
Scatter is buying and selling ad inventory on a short-term basis, closer to the programming airing, rather than all at once for a publisher’s or broadcaster’s year. (See “upfront.”)