Important Vocabulary

  • Word-of-mouth advertising: Free advertising, when satisfied customers recommend products to their friends
  • Institutional or prestige advertising: Advertising that mentions a company’s name but not specific products
  • Advertising agencies: Companies that handle advertising for clients
  • An account: A contract with a company to produce its advertising
  • An advertising budget: The amount of money a company plans to spend in developing its advertising and buying media time or space
  • A brief: The statement of objectives of an advertising campaign that a client works out with an advertising agency
  • Advertising campaign: The advertising of a particular product or service during a particular period of time
  • Target customers or markets: A defined set of customers whose needs a company plans to satisfy
  • Media planners: The people who choose where to advertise, in order to reach the right customer
  • Threshold effect: The fact that a certain amount of advertising is necessary to attract a prospective customer’s attention
  • Comparative-parity method: Choosing to spend the same amount on advertising as one’s competitors
  • Counter-cyclical advertising: Advertising during periods or seasons when sales are normally relatively poor

Extracted From

MacKenzie, I. (2002). English for Business Studies: A course for Business Studies and Economics students (2nd ed.). Cambridge University Press.

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