ESL For Advertising/Advertisers 4
Practice the English vocabulary used in advertising and brand communication. The terms here reflect the language of campaigns, creative strategy, and media planning.
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Choose the correct response to complete each sentence.
1. Our recent account ______________ have allowed us to hire 100 more people.
Correct answer: wins.
2. I enjoy working for them because they encourage original, ______________ (meaning: not typical) work.
Correct answer: distinctive.
3. A ______________ challenge = A big challenge
Correct answer: stiff.
4. A mistake or an unsuccessful attempt to do something is commonly referred to as a ____________________.
Correct answer: misfire.
5. Last year, our agency won three ____________________ competitions involving agencies from across the country.
Correct answer: national.
6. This is where the line between advertising and marketing begins to ______________. (meaning: where it begins to become difficult to tell what is advertising and what is marketing)
Correct answer: blur.
7. We don't do anything on ______________ - we require payment for everything we work on.
Correct answer: spec.
8. This part of the portfolio displays the brand ______________ work that we've done. (meaning: shows examples of how we changed the look of a brand)
Correct answer: transformation.
9. A well-planned advertising campaign can be an effective way to ______________ a brand.
Correct answer: build.
10. We are talking about a $100-million-____________________ account.
Correct answer: plus.
📚 Important Words to Know
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
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
▶ Keep practicing — more exercises for you:
Marketing English 1
Marketing English 2
Marketing English 3
Marketing English 4
Marketing English 5
Marketing English 6
Sales English 1
Sales English 2
Marketing English 2
Marketing English 3
Marketing English 4
Marketing English 5
Marketing English 6
Sales English 1
Sales English 2
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