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Random House Word Menu by Stephen Glazier

Word Menu is the ultimate language reference for inexperienced and proficient writers alike — students, learners of English, creative writers, journalists, business executives and office professionals.

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A-board - display in which two sloping boards are joined at top, used for outdoor signs
accordion - hinged display structure that folds like an accordion and expands or contracts to fill space
account - client or person employing agency to create ads
account coordinator - person responsible for maintaining good relations between client and media
account executive - advertising agency employee who oversees marketing and administrative efforts for one or more clients’ campaigns and deals directly with client
account supervisor - person who oversees account executives
action cards - mail-order device in which set of postcards with order forms and return addresses for a variety of products and companies is sent to potential customers
ad - advertisement
AD - art director
admass - Chiefly Brit. high-pressure marketing using mass media advertising to reach large numbers of people
advertisement - paid public announcement describing something for sale
advertising - calling public attention to a particular product by paid announcements so as to arouse desire to buy it; any public notice
advertising manager - client representative responsible for overseeing marketing efforts related to product, including budgeting, creative activities, and liaison with agency
advertising sales representative - media planner who contacts publications
advertorial - advertisement that resembles newspaper editorial but promotes advertiser’s product, service, or point of view
agate line - measure of advertising space, 1 1/4 of an inch by one column wide
age group - target audience based on age
agency - company in business of creating advertisements, packaging, and product names for clients’ products and services
airplane banner - flag or banner bearing advertisement, trailing behind low-flying airplane
appeal - approach used to promote sales
art direction - general approach to and look of an advertisement
art director - AD; person responsible for creative positioning and graphic design of advertisement
audiovisual - (adj) A/V; pertaining to simultaneous use of tape recordings, slides, and video to support pitch, presentation, or display
A/V - audio visual
billboard - very large outdoor printed sign
billings - gross income to agency from one account or several accounts
blister pack - display package in which clear plastic seals product against cardboard sheet
book - talent agency listing, with pictures, of actors and models
booking - scheduling of talent and staff offered work on shoot or photo session
brainstorming - meeting to generate creative ideas
broadside - sheet printed on one or both sides with advertising message
brochure - folded leaflet with advertising message, usu. illustrated
bumper sticker - advertising strip attached to automobilebumper
bus card - advertising poster attached to side or back of bus, esp. in city public bus system
business-to-business - (adj) designating communications or dealings by agencies or between companies
buzzword - word or phrase that takes on added significance or new meaning through repetition or special usage
calling card - small card with person’s name, business name, telephone number, and address; any identifying symbol, trademark, or object
campaign - total planned sales effort on behalf of specific client, usu. multimedia and over period of time
catalog - illustrated booklet listing available products
classified ad - brief listing in periodical of items for sale and services offered, arranged by category; want ad
client - company, or its representative, that employs agency to create advertisements
Clio - annual award given for excellence in radio and television advertising
color separation - photographic process using separate plates for each color
commercial - advertising announcement on television or radio or in movie theater; (adj) designating product or service suitable for wide, popular market
competitive bid - anticipated charges requested by agency from suppliers for preparing materials for advertising, compared with bids of other suppliers
concept - general idea behind slogan, pitch, or campaign
consumer - private individual at whom advertisements are aimed
consumer market - defined group of consumers
cooperative advertising - sharing of cost of advertisement between manufacturer and retailer
copy - written part of advertisement
copywriter - person responsible for writing advertising copy and creating concept with art director
corporate identity - words and graphics that project image that corporate client wishes to convey to public
cost per thousand - CPM; cost of advertising per thousand potential customers reached through publication, broadcast, or outdoor advertisement
CPM - cost per thousand (roman numeral M)
creative director - person responsible in agency for developing concepts, coordinating production of art and copy, and executing campaign
creative team - art director, copywriter, and creative director involved in initial development of advertisement
cycle - schedule of periodic, often quarterly, residual payments to actors, models, and singers
dealer spot - spot advertisement placed by retail dealer of product rather than manufacturer
decal - specially prepared paper from which graphics can be transferred to another surface
direct mail - direct marketing exclusively by mail
direct marketing - marketing via leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to potential consumers; any medium used to elicit responses directly from consumers
display - any of various structures used to describe or show product being advertised
display ad - illustrated advertisement in newspaper or magazine
dog and pony show - Informal. elaborate pitch, presentation, or campaign
drive time - Slang. ads directed at commuters in cars, esp. during morning and late afternoon
dummy - rough layout of assembled work for print advertisement
dump-bin - floor display holding an assortment of loose items
electronic billboard - electronic sign that displays animated, full-color messages in a public place
estimate - proposed or expected budget of campaign
exclusivity - prohibition on performing in commercial for product that is competitive with one for which actor has commercial currently on hold or running; right to use specific talent, art, music, etc., in advertising
exhibition - public show or display
exposure - number of potential consumers reached through specific medium
flack - press agent or publicist, sometimes considered disparaging
flier - fly sheet
flip chart - chart with series of illustrated pages bound at top so that pages can be lifted vertically and dropped behind other pages, used in presentation
fly sheet - handbill, loose sheet with printed advertisement; flier
focus group - group of potential consumers used in market research to determine likely effectiveness of advertising
freelance - copywriter, graphic artist, or creative person employed by agency or client on intermittent basis
giveaway - promotion involving free novelties or gifts
graphic design - any form of visual artistic representation of product or layout of advertisement
graphic designer - person responsible for implementing art direction of print advertisement
grinder - Slang. actor impersonating doctor or other professional authority on television commercial
halftone - printed image formed by close-set dots of varying sizes
handbill - small, printed advertising sheet distributed by hand
hard sell - aggressive advertising technique
head shot - glossy 8 x 10-inch picture of actor’s or model’s face
hidden persuaders - subtle or subliminal advertising messages and techniques
hold - period during which commercial is held by agency prior to release
hook - clever phrase or melody used to capture consumer’s attention; peg; slant
huckster - Informal. person who works in advertising industry
hymn - Slang. hidden or subliminal message
hype - Informal. extravagant promotion of person, idea, or product
IBM - Slang. advertisement with corporate look
impact - degree of success of campaign; reaching of consumers
impulse buying - buying for momentary pleasure rather than out of genuine need, sometimes encouraged by advertising
independent - agency functioning alone, without control by larger corporation
ink - Slang. print publicity; press coverage
insert - printed sheet or sheets inserted into publication or enclosed with mailing
jiffy hanger - metal hook attached by grommet to piece of buckram coated with adhesive that is applied to wall or display surface
jingle - catchy, repetitious musical refrain used in radio or TV advertising
junk mail - unsolicited advertising material sent by post
kickapoo - Slang. client’s product
knockdown - display or exhibit that can be disassembled easily for shipping
launch - introduction of new product or service
layout - design for graphic advertising production, roughly depicting look of advertisement
linage - total lines of advertising placed in publication in one issue over period of time
live tag - voice-over at end of prerecorded commercial that provides current or local information
logo - recognizable trademarked design and lettering for trade, product, or organization; logotype
logotype - logo
Madison Avenue - advertising in general; New York City street that is location of many large agencies
magalog - Informal. mail-order catalog that carries editorial matter and advertisements for other companies
mailer - advertisement sent by mail
mailing list - list of prospective customers organized by location, income, or other aspect of consumer profile
mail order - retail sales conducted by mail
mall-fixture advertisement - poster advertisement mounted in glassed frame in kiosk or other public place in mall or transportation depot
market - prospective customers for given product
marketing - strategy and specific techniques used in reaching consumers
market profile - characteristics of group or area targeted for campaign
market research - study of consumer groups and business competition used to define projected market
market share - percentage of specific market reached or sold by given product, advertisement, or agency
marquee - billboard advertising theater performance
media - forms of mass communication that carry advertising, esp. newspapers, magazines, television, and radio
media buying service - company that specializes in buying print and television or radio time for advertisements
media planner - employee of advertiser or advertising agency who coordinates media aspects of campaign and selects which media to use
media research - study of radio, television, and magazines for purpose of reaching optimal consumer audience
mention - brief item in press or on broadcast referring to person, product, or service
merger - combining of two or more agencies to pool accounts and staff; takeover of one agency by another
Merry Andrew - Slang. actor impersonating victim of headache or indigestion in commercial
message - underlying theme or idea in advertisement
Middle America - conservative, middle-class segment of U.S. population that makes up largest consumer group
mockup - scale-dimensional display model used in planning
model - actor employed by agency to appear in advertisement
mom-and-pop - (adj) having a traditional, rural look in advertisements; designating a small advertising agency
MOS - supposedly from Germanism mit-out sprache; commercial filmed without recording sound and without speaking actors
multimedia - (adj) involving use of several media simultaneously in single advertisement or campaign
national - advertising spot running throughout the country
novelties - free items, such as matches, calendars, or buttons, bearing advertiser’s logo
outdoor - Informal. billboard, bus card, mall-fixture, or other outdoor advertisement
P and G - Slang. lit. Proctor & Gamble; advertisement with Middle American appeal, style, and art direction
paste-up - formation of graphic design or layout by pasting objects to stiff board; mechanical
payback - return on investment; success of advertisement
payoff - results of advertising campaign
peg - Informal. strong, appealing, notable element of press release or campaign; hook; slant
penalty payment - required payment, usu. to actors, models, and singers, for violation of standard booking practices
photo opportunity - sometimes staged event having visual appeal or interest to photographers, used to generate publicity and free advertising
piggyback - (vb) run group of commercials back to back, usu. for same client, in time frame such as four fifteen-second spots for price of one sixty-second spot
piggy spot - Slang. pain is good spot; radio or television commercial for painkiller featuring actor impersonating pain sufferer
pitch - presentation of advertising message
planned obsolescence - method of stimulating consumer demand by designing products to become outdated or broken after limited use
plug - Informal. favorable mention or picture of product in nonadvertising portion of media presentation
point-of-purchase advertising - signs, displays, and other techniques of attracting attention and promoting products at their point of sale, such as at the counter of a retail store
point-of-purchase display - arrangement of goods in retail store with conspicuous advertising copy
POP - point-of-purchase
pop-up - display or mailer, part of which automatically moves or lifts from surface as it is opened
portfolio - large, bound volume containing pictures from ads, used by agency or talent to generate new jobs
poster - graphic advertisement attached to flat surface or standing up with clip backing
PR - public relations
premium - something offered free or at reduced price as inducement to buy something else
presentation - pitch, description of advertising campaign
press agent - publicist
press kit - collection of editorial and promotional materials distributed to press
principal - performer in commercial who can be recognized or identified, including but not limited to speaking parts
print - advertising in newspapers, magazines, catalogs, or mailers, usu. photographs or other graphic material
production manager - person responsible for overseeing details in making of video or print advertisement
promotion - method of increasing sales of merchandise through advertising; any activity aimed at increasing sales
propaganda - promotion of specific ideas or views, esp. political
publicist - person hired to promote cause, individual, or product by generating free advertising; flack; press agent
publicity - dissemination of promotional material to draw interest or generate sales
public relations - PR; business of inducing goodwill and acceptance in public toward individual, cause, company, or product
puffery - undue or exaggerated praise or claims used in advertising and publicity
rates - cost per inch of print advertising; cost per minute of radio and TV advertising
rating - measure of audience for television show, used to establish rates
refusal - right of first actor or model selected for advertisement to refuse or accept assignment
regional - advertisement appearing in one region only
release - signed permission given by person to use his or her photo, voice, name, or testimonial statement commercially
remnant space - unsold print advertising space sold at a discount
residual - payment to model, actor, or singer each time advertisement is played, shown, or run
rollout - Informal. geographic expansion of campaign from test market, as to regional or national market
sale - offering of retail goods at reduced prices to induce increased consumption
sandwich board - two hinged boards with advertising messages on them, worn hung over shoulders
SAU - standard advertising unit
scatter package - arrangement to air television commercials at various times or intervals
sell - (vb) promote an idea, product, or concept
session - recording session for radio or TV commercial; photograph-taking session
session fee - amount paid to talent or artist for day’s work on single session
shill - person planted in audience to lure onlookers into buying product or participating in activity
shoot - taping or filming of commercial in studio or on location
show bill - advertising poster
sizzle - Slang. image rather than substance
skywriting - writing across sky with chemically produced smoke emitted from airplane, usu. for purposes of advertising
slant - emphasis of a campaign or advertisement; hook; peg
slice-of-life - (adj) denoting advertisement that depicts naturalistic, everyday activities
slogan - short, memorable advertising phrase
sniping - pasting up outdoor posters over billboards or on empty structures, walls, and traffic poles, often without permission
soft sell - subtle advertising technique
space - page or section of page bought for advertisement in newspaper, magazine, or catalog
spokesperson - well-known person serving as regular advocate of specific product or cause
spot - spot announcement
spot advertising - advertising in selected locales rather than nationally
spot announcement - radio or television commercial of fifteen, thirty, or sixty seconds; spot
stabile - display that is suspended or that rises from pedestal at different levels and on different planes, none of which move
staff - permanent, full-time agency employees
standard advertising unit - SAU; system of standard dimensions for print advertising based on six columns, each 2 116 inches wide
static ad - photographic or print advertisement
storewide sale - sale in all departments of large store
storyboard - series of panels roughly depicting scenes, copy, and shots in television commercial
streamer - long, narrow sign with message in bold type hung across open area, window, or doorway
stylist - hair and makeup artist on television shoot
subliminal advertising - concealed appeal to consumers’ unconscious to buy product
subway card - advertising poster attached to interior or exterior side of subway car
sweepstakes - lottery in which winners are randomly selected, often used to induce purchase of product as means of entering contest
tabletop - type of shoot in which product is photographed on a table, either life-size or in miniature
table topper - exhibit arranged on table rather than floor
talent - actors, models, and singers employed in advertisements
talent agency - organization that represents actors and models appearing in advertisements
target audience - consumer group most likely to buy product, identified by region, age, demographics, or economic status; target market
target market - target audience
teaser - advertisement or publicity that arouses interest or curiosity about forthcoming product or event, sometimes without naming it
telemarketing - selling, advertising, or market research done by telephone
tent - display card folded and set up with two sloping sides, like inverted V, esp. for small displays on tables
testimonial - statement, often by celebrity or prominent person, affirming truth, fact, character, or value of a product, event, or service
test market - consumer group interviewed to determine target audience
test market spot - spot used exclusively on test market and monitored for its effectiveness
throwaway - handbill or other printed matter that is distributed free to residences and contains local advertising; novelty item used to entice consumers into buying more costly item
tie-in - campaign to link products, media, or markets
time slot - specific time bought for airing of commercial on radio or television
trade name - name used by company to describe and distinguish its brand of a generic product, usu. trademarked
trade-out - barter arrangement for exchange of commercial time, advertising space, products, or services
trade show - convention at which advertising agencies or related companies show and compare products and ideas
triptych - three-sided display with central element and two wings
turntable - revolving mechanical display platform
upscale - (adj) Informal. having a look aimed at the well-to-do urban market
VO - voice-over
voice-over - VO; recorded offscreen voice heard on television or radio commercial
volume - dollar amount of billings or revenue
want ad - classified ad
wild spot - spot appearing in various slots and locales, neither regional nor national, or on non-network station
window display - merchandise and/or advertising attractively arranged in store window