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Advertising, marketing and PR : Jargon buster

Advertising, marketing and PR: Jargon buster

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  1. Overview
  2. Job roles
  3. Entry and progression
  4. Typical employers
  5. Opportunities abroad
  6. Future trends
  7. Jargon buster

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Case studies

  • Brand - a product or service that has been refined and given a registered name to distinguish it from other products/services.
  • Brief - the outline of what needs to be done on a project.
  • B2B - business-to-business (providing products/services between businesses).
  • B2C - business-to-consumer (as above but products/services are between business and the end consumer).
  • Call to action - a marketing message that includes a focused and specific appeal to the consumer to take action following the receipt of the message.
  • Copy - written material for printing, the text of an advertisement, a press release or an article that is being written (before it has been published).
  • Copywriting - the production of text for marketing materials, such as advertising leaflets, publications and websites.
  • Corporate identity - the ways in which companies identify and brand themselves. This can be through logos, house style and uniforms.
  • Corporate Social Responsibility (CSR) - makes companies responsible for their use of resources, both environmentally and socially.
  • Crisis management - used within the PR industry, this term refers to the development of plans that can be effectively implemented when something goes wrong as part of a campaign for an organisation.
  • Digital marketing - is the promotion of brands, products and services using online, mobile and other interactive channels.
  • Evaluation - measuring the impact of an advertising/marketing/PR campaign. This process is typically linked with planning and research.
  • Fees - charges agencies/consultancies make for the time spent working on client accounts. This is often invoiced in regular monthly instalments or quarterly in advance.
  • Fundraising/sponsorship - sourcing of partners/organisations to provide financial support or support ‘in kind’ for an event or activity where both parties will benefit.
  • In-house - staff within a company or organisation responsible for marketing or PR functions.
  • Internal communications - use of communication to promote messages within an organisation in order to achieve corporate objectives.
  • News/press release - written information that is deemed to be newsworthy. Often sent out to journalists and/or other interested parties.
  • Out to tender - where companies looking for an agency to work on a brand or project will invite various agencies to indicate their formal interest in the project demonstrating how they will meet requirements and proposed costs.
  • Pitch - a presentation where an agency outlines a mock campaign for a particular brand or project to an organisation. The best proposal wins the account.
  • Press office - handles all media enquiries and puts out all company messages to the media on behalf of a particular organisation.
  • Print production - process of producing printed material such as brochures, posters and leaflets.
  • Publics - audiences important to the organisation.
  • Social media - features user-generated content and allows the general public to publish and share information and opinions. Examples of social media include blogs, Facebook, Delicious, YouTube and Flickr.
  • Spokesperson - the PR person authorised to speak on behalf of an organisation/individual.
  • Stakeholders - can also be referred to as publics; audiences important to the organisation.
  • Target market - the audience(s) an organisation has chosen to be the recipient of key messages and communication.
 
 
 
AGCAS
Written by Julie Waddell, Aston University
Date: 
July 2011
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