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.
