| Advertising
– The paid promotion of goods, services, companies, or ideas
by an identified sponsor. Marketers see advertising as part of an
overall promotional strategy.
Advertising campaign – A series
of advertisements, commercials, and related promotional materials
that share a single idea or theme. Designed to be used simultaneously
as part of a coordinated advertising plan.
Advertorial – An advertisement
in a print publication that has the appearance of a news article.
Affiliate marketing – Considered
a widespread method of website promotion, affiliate marketing rewards
an affiliate for every visitor, subscriber and/or customer provided
through its efforts. It is a modern variation of the practice of
paying finder's-fees to individuals who introduce new clients to
a business.
Affinity marketing – Affinity
marketing targets promotional efforts toward one group or category
of clients based upon established buying patterns. The marketing
offer is communicated via e-mail promotions, online, or offline
advertising.
Angle – The viewpoint from which
a story is told. Publicists, reporters, and journalists all use
a specific angle, or approach, to communicate their story to a targeted
audience. Typically, it is not possible to write about subjects
in their entirety. The “angle” narrows the focus of
the story to communicate a clear, yet limited, perspective of an
issue, event, etc.
Arbitron – A radio audience research
company which collects data by selecting a random sample of the
population. The participants maintain written diaries detailing
what radio programs they have listened to within a specified time
period. (See also Nielsen Media Research)
Billboard – (1) An outdoor sign
or poster which is typically displayed on the sides of buildings
or alongside highways; (2) An introductory list of program/sponsor
highlights that appears at the beginning or end of a television
show or magazine.
Blog – Short for weblog, a blog
is a web-based publication consisting primarily of periodic articles
and commentaries by a specific author. Companies large and small
use blogs to stay in touch with a much larger audience.
Boilerplate – Often found in press
releases, a boilerplate is standard verbiage that gives a brief
history of the organization(s) and is located at the bottom of all
company-issued releases. The term comes from the early 1900s, when
steel was issued in steam boilers – the boilerplate text is
“strong as steel”.
Brand identity – The outward expression
of the brand, which is the symbolic embodiment of all information
connected with a product or service, including its name and visual
appearance. The brand's identity is its fundamental means of consumer
recognition and differentiates the brand from competitors.
Broadcast media – Communication
outlets that utilize air space, namely television and radio. Advertising
in broadcast media often targets a specific demographic group, is
designed to create buzz, and can also be used as a strategic branding
tool.
Broadsheet – Standard size newspaper
(i.e. New York Times) which is characterized by long vertical pages
(Typical size: 16 x 24 inches). Another popular newspaper format
is the tabloid.
Buzzword – Considered hip and
trendy, a buzzword is a word or phrase that takes on added significance
through repetition or special usage. Although buzzwords are widely
used, they rarely have definitive meanings.
Byline – The name, and often the
position, of the writer of the article. Bylines are traditionally
placed between the headline and the text of the article, or at the
bottom of the page to leave more room for graphical elements around
the headline. |
