English For Advertising/Advertisers 5

📚 Key vocabulary
above-the-line (ATL) — advertising through mass media channels with broad reach, such as TV, radio, and national print
below-the-line (BTL) — targeted, direct advertising activities such as email campaigns, sponsorships, and in-store promotions
reach — the total number of unique individuals exposed to an advertisement over a specified period
frequency — the average number of times a target audience member is exposed to an advertisement
impressions — the number of times an advertisement is displayed, regardless of whether it is clicked on
copywriting — the craft of writing persuasive text for advertisements, websites, and other marketing materials
creative brief — a document outlining the objectives, target audience, and guidelines for an advertising campaign
media buy — the purchase of advertising space or time from a media outlet to run a campaign
programmatic advertising — automated buying and selling of online advertising using data and algorithms in real time
sponsored content — paid material that resembles editorial content, designed to promote a brand in a less intrusive way