Terms in the Advertising World
Advertising terms are frequently used in the marketing world and help to manage advertising campaigns more effectively. Here are some of the must-know terms in advertising.
1. Brief
A document given to the agency at the beginning of an advertising campaign or project, containing information such as the purpose of the campaign, target audience, message and budget.
2. Creative
The creative part of advertising. Advertising agencies offer original and creative solutions for brands; this process is carried out by the creative team.
3. Target Audience
The specific group of consumers that the advertisement wants to reach. It is defined by demographic and psychographic characteristics such as age, gender, interests and buying habits.
4. USP (Unique Selling Proposition)
It refers to the unique advantage of a brand or product that distinguishes it from its competitors and is presented to the consumer. The USP is the main message that the advertisement focuses on.
5. Media Plan
A plan showing which media channels (television, radio, digital, outdoor, etc.) and when the ads will run.
6. ROI (Return on Investment)
The return on the advertising campaign. In other words, what was the return on the money spent on the campaign?
7. CTA (Call to Action)
A phrase at the end of an ad that directs the consumer to take a specific action (purchase, fill out a form, click, etc.). For example, “Buy Now” or “Learn More”.
8. CPM (Cost Per Mille)
It refers to the cost per 1,000 impressions of the ad. Used especially in digital advertising.
9. CTR (Click-Through Rate)
Ad click-through rate. A metric that shows how many times the ad was viewed and how many of those views resulted in clicks.
10. Brand Awareness
A concept that refers to the extent to which a brand is recognized and known by its target audience.
11. Insight
Insights about consumers' behavior, motivations or desires. Used in strategic planning of advertising campaigns.
12. Frequency
A term that refers to the number of times a target audience member has seen a particular ad.
13. Reach
Metric that shows how many people the ad reached within the target audience.
14. Landing Page
In digital advertising, the web page to which a user is redirected after clicking on an advertisement. Usually offers campaign-oriented content.
15. Native Advertising
Natural advertising. An unobtrusive ad format that fits with the content of the platform it's on. Can be seen on social media or blogs.
16. Retargeting
Ads aimed at users who have visited a website but have not taken any action. It aims to draw the user back to the site.
17. Conversion
The realization of the targeted action (purchase, registration, etc.) in an advertising campaign.
18. Brand Positioning
It expresses how a brand is differentiated from its competitors and how it gains a place in consumer minds.
19. Advertorial
An article-style advertisement in which a brand or product is promoted, combining advertising with editorial content.
20. Impression
The number of times an ad is viewed. Each view counts as an impression, whether the user clicks on the ad or not.
21. Conversion Rate
The ratio of the number of users who perform the targeted action of a campaign or advertisement to the total number of users.
22. Viral Marketing
A marketing technique that reaches large audiences as a result of the rapid sharing of a piece of content by users on social media.
23. CPC (Cost Per Click)
Cost per click on an ad. Commonly used in digital advertising.
24. Earned Media
Content about a brand or product that is organically generated by users or the media. Social media posts, press reports, etc.
25. Ad Copy
Ad copy. Short and punchy written content used in an advertisement.
26. Creative Brief
A document that guides the creative direction of an advertising campaign. It provides information about the brand, target audience, message and creative objectives.
27. Lookalike Audience
A term used to create new audiences with demographic and behavioral characteristics similar to the existing customer profile.
28. Remarketing
Repeat advertising efforts aimed at users who have previously interacted with a brand.
29. A/B Testing
A method of testing two different versions of an ad to see which is more effective.
30. Geotargeting
Advertising strategy targeting users in a specific geographic area. Used for location-based campaigns.
These terms are important to better understand and manage advertising campaigns and marketing strategies. To be successful in the advertising world, it is a great advantage to have a good command of these concepts.
Nur Oğuz