Advertising copy: The advertising content of printed media e.g. magazines or newspapers.
Editorial copy: The non-advertising content of printed media.
Marketing: Including the 4ps (product, price, placement and promotion) - marketing is the umbrella term that advertising is a part of.
Advertising: The physical communication of making an audience aware of a brand.
Product: An object being sold e.g. trainers.
Brand: The image, name and identity of an object e.g. Nike trainers.
Brand identity: How that image is sold through advertising e.g. through logo, colour, sound, typeface, connotations, star marketing, graphics, use of language…..it is recognisable and memorable.
Advertising agency: The organisation that is often approached by a brand to coordinate their marketing campaign. Barnardos approached the agency BBH (Bartle, Bogle and Hegarty) in 2000 and they have been designing their campaigns ever since. BBH are an in-house agency while some agencies will contract out film production and digital campaigns for example.
Creative brief: The document, or agreement that is drawn up between the client and the agency e.g. Honda and Widen and Kennedy.
Corporate brand: A brand, like Virgin who have a number of products that share the same brand name – Virgin Airlines, Cola, Phone Network, Broadband, Make Up, Credit Card….
Global brand: A brand, like Coco-cola, which is advertised, and sold all over the world.
Product use: Where audiences see the product physically used and perform in the advert e.g. Calgon (washing machines).
Advertising jingle: A piece of music that is often associated with an audio-visual advert.
Product image: Where a brand is sold through imagery associated with it – sometimes you don’t see the brand until the end of the advert.
Media agency: An organisation that is responsible for buying advertising space e.g. slots/spots between television programmes, on the back cover of magazines, banner adverts...
