Advertising Terms

The printed text or spoken words in an advertisement.

• Essay

• Ad copy

• File

• Document

The manufacturer, service company, retailer, or supplier who advertises their product or service.

• Advertiser

• CEO

• Boss

• Manager

A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.

• Book

• Social Media

• TikTok

• Advertising

The artwork for an ad, to be submitted for client approval.

• Art proof

• E-mail

• Board

• Layout

The visual components of an ad, not including the typeset text.

• Story

• Template

• Photos

• Artwork

Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.

• Bleed

• Extend

• Draw

• Float

The text of a print ad, not including the headline, logo, or subscript material.

• Body copy

• Headline

• Essay

• Caption

The name used to distinguish one product from its competitors. It can apply to a single product, an entire product line, or even a company.

• Design

• Label

• Brand

• Package

Advertising that involves commercial interests rather than advocating a social or political cause.

• Commerical advertising

• Public advertising

• Public relations

• Social media

The text accompanying an illustration or photograph

• Note

• Alt Text

• Caption

• Signature