dictionary publicitaria

1. Dictionary of
Comunicación Publicitaria
Grado en Comunicación Audiovisual
Realized by Marina de Tena Domínguez, Julio Gómez Cerrato, Sergio Vera Sanguino, José Ángel
González Sequedo and María Paniagua Hernández
Dictionary of English
Terms
Comunicación Publicitaria
Grado en Comunicación Audiovisual
Realized by Marina de Tena Domínguez, Julio Gómez Cerrato, Sergio Vera Sanguino, José Ángel
González Sequedo and María Paniagua Hernández
English
Comunicación Publicitaria
Realized by Marina de Tena Domínguez, Julio Gómez Cerrato, Sergio Vera Sanguino, José Ángel

2. Dictionary of English Terms
Comunicación Publicitaria
Universidad de Extremadura
2
ABOVE THE LINE. Known by its initials ATL) or Advertising “over the line” of
investment. It’s the type of advertising that uses conventional means (televisión, radio,
cinema, press, internet, outside). With this strategy it tries to reach a wider audience,
as it uses massive means, where the investment in advertising campaigns is usually
high.
ACCOUNT MANAGER. An account manager is a person who works for a company and
is responsible for the sales management and relationships with particular customers.
The account manager does not manage the daily running of the account itself. They
manage the relationship with the client of the account(s) they are assigned to.
Generally, a client will remain with one account manager throughout the duration of
hiring the company. Account managers serve as the interface between the customer
service and the sales team in a company.
ADVERTISEMENT. Commercial.
ADVERTISING. Publicity.
ANIMATIC. It is an storyboard in video format realized with the essential images of
the spot with sound or dubbed, so the client can see the effect of the voices integrated
with the images.
BANNER. It is an advertising format on internet. It consists on including an advertising
piece inside a web page. Almost in all cases, his aim is to attract traffic towards the
web site of the advertiser who pays for his incorporation.
BARTERING. It’s a non convencional way of advertising, for example in radio, that
consists on placing the product, brand or message inside the programming and not in
the advertising space. In bartering, the advertiser intervenes in the program
production, providing the station a complete elaborated piece and ready to be
realeased. It has an identical narrative structure as a normal program, and its length
swings between 15 and 30 minutes.
BELOW THE LINE. “Under the line” (of investment), more known by its initials BTL.It
consists of the employment of not massive forms of communication for marketing
focused on specific segments of market. Traditionally, these ways for advertising didn’t
have high investment (that’s the reason of the name “below the line”), but nowadays
more companies invest their money in non massive forms of comunication, even more
than in traditional forms, but it has kept the same name.
BRAINSTORMING. Group work method that stimulates creativity to generate
proposals, develop ideas and solve problems. The main objective is to create an
propitious environment for the creative thinking, from which we can generate
innovative and original ideas that are expected to solve the problem or the question.
BRAND MANAGER. He is the manager or Factory Brand Manager. A Factory Brand is
an specific brand of a product or lines of products. This person is the manager of the
commercialization, marketing, positioning, segmentation, etc., of the brand on the

3. Dictionary of English Terms
Comunicación Publicitaria
Universidad de Extremadura
3
market in which he competes. For most companies, the brand has more value than the
product itself.
BRIEFING. It is a written document used by the client to transfer the information the
agency needs to develop a communication action. Its purpose is to facilitate the work
of the agency and to coincide with the objectives of the client company, so that the
two sides lost the shortest possible time. The aim is to ensure that both the client and
the agency reach a single definition of the problem, the objectives pursued and the
manner in which the goal should be achieved.
CIBERSPOT. It’s a new mean of distribution for online advertising. It allows, through a
mix of instalable software and web infrastructure, to make profitable the time of
connection and the desktop space in each PC in cyber coffes, with the aim to distribute
advertising spots in various formats.
CONTRABRIEFING. It is the information that transmits the advertising agency to
marketing in which does not agree with the information facilitated in the briefing.
COPY. Inside an advertising agency, it is the specialist in text drafting, addapting the
client information to an advertising language which at the same time has to be
addapted to the concept created by the creative manager, achieving to communicate
in a simple and effective way.
COPY STRATEGY. Creative platform. It is a document in which it is posed the
strategic line to follow in the campaign: some facts from the briefing are collected, it is
specified how to achieve the goal and it is determined the campaign tone and the
creative model. It precedes the creative strategy.
GRP´S (GROSS RATING POINT´S). Index that allows us to measure the impact that a
campaign has reached, where we have to consider the coverage (percentage) for the
impact frequency or number of advertisements (absolute).
HOLDING. Financial society that own the majority of the actions and lead the
administration of a group of companies which are dedicated to different economical or
industrial activities.
INTERSTITIAL. It is a banner that occupies all the navigator window (800x600 pixels).
It is called interstitial because it usually appears between a user’s click on a link and
the content of that link, as well as before the first page loads. Sometimes it’s shown in
the main homepage of the website, so it forces the user to click to skip the
advertisement and access to the content. As it occupies most part of the screen visible
area, interstitials are very effective to catch the user’s attention. However, for most of
the users it is very intrusive.
JINGLE. The jingle is a very short sound effect that consists only of a slogan or melody.
It is the main element of the radio score. They can play different roles and can be
classified into several types. The most important are: Jingle program, used to identify a
particular program and Jingle ID, which is like an identity card and serves to identify

4. Dictionary of English Terms
Comunicación Publicitaria
Universidad de Extremadura
4
the station. The effectiveness of a jingle for marketing is essential because it has to be
printed in the memory of the listener.
JUNIOR. Person with less category inside an organization (less professional
experience, training and task complexity), for example a young professional or student
who has just begun working in Marketing with tasks according to his experience.
LAYER. Dynamic elements that cross the user’s screen over the information. It
strenghtens the notoriety of other communicatin actions like banners, to which they
can complement.
LAYOUT. Design, plan, layout. The word is used in marketing to refer to the design or
layout of certain products and services in sectors or positions in the outlets in a
particular company. Furthermore in the field of design it is also used the layout word
corresponding to a sketch, diagram, or outline of distribution of parts or elements that
are within a particular design, in order to introduce such a scheme client to sell the
idea, and after reaching an agreement and accept the idea, to do the final work on the
basis of this sketch.
MARKETING. Internal process of a society by which it is previously planned how to
increase and satisfy the composition of demand for products and services of a
commercial nature through the creation, promotion, trade and physical distribution of
such goods or services.
MERCHANDISING. Marketing technique that is dedicated to studying how to increase
profitability in the outlets. These are activities that stimulate the purchase by
customers in certain areas of a shop. It is done through studies and implementation of
commercial techniques to present the product or service in the best way to customers.
For its implementation, various techniques that will make the product or service more
attractive to potential consumers are used.
METATAGS. They are HTML labels that are incorporated in the head of a web page
and are almost invisible for a normal visitor, but very useful for navigators and other
programs that can rely on this information. Its purpose is to include reference
information (metafacts) about the web page: author, title, key words, description, etc.
NESTED LINKS. They are hypertext links included in an editorial text. It consists on
taking fully benefit of the reader’s particular interest for a concrete content. The
advertiser website seems to be much more related with the support. If it is well
designed it could look like another informative content (informative advertising). This
increases the message credibility. For example, in the automobile section of a web
page we can include a link from one of the components of a car to the component’s
manufacturer website.
NEWSLETTER. It is a content page that is normally recieved periodically and has
information, commercial promotion or advertising from the releasing web page.
Newsletters are received in the mail of the addressee, who previously has to
voluntarily subscribe to this service that the web page offers.

5. Dictionary of English Terms
Comunicación Publicitaria
Universidad de Extremadura
5
OFFLINE/ONLINE. The anglicisms online - on line, in network - and offline -out of line
or network - are the condition of being connected or disconnected of a network or
comunication system, energy, etc.
OTS (OPPORTUNITY TO SEE). Evaluation of a media plan whose resulting figure
represents the average number of times a person from the previously given target may
see a concrete advertisement on television, print or billboards, for example.
PLANNER. Strategic planner. Person who, starting from an investigation about
patterns and behaviours of the consumer, the product marketing and the potential
offered by the brand, elaborates a communication strategy. The planner represents
the consumer in all the agency movements, and his real purpose is to direct the
creative effort.
POP UP. Pop-up window or emergent window, it is a new window that appears
suddenly on your computer screen. You will see pop-ups, for example, when you open
a new program, when you change from one program to another and when you use a
dropdown menu. In addition, a navigator can launch a second window that appears as
a mini-window on your computer screen. If you don’t want to see the window,
normally you can close it by clicking on the X in the right upper corner.
PRIME TIME. In media planning, it is the time zone where the higher number of
possibly contact opportunities is concentrated. It’s usually the space where the most
expensive programs (or those that have high audience) are. This characteristic is only
useful in multimedia means, basically television and radio. The difference between
both means is the way the consumers consume it: the radio is a mean much more
consumed in the morning time zone and its prime time is there, but television is
consumed at night and at home, and it is here where the audience increases.
PRODUCER. Person responsible of coordinating the productions of the campaign. He
executes this labour in direct contact with the Creative Department and the account
executive.
PRODUCT MANAGER. Also chief of product. Investigates, selects, and stimulates the
development of products in an organization, realizing the tasks of "product
management".
PRODUCT/ PROMOTION/ PLACE/ PRICE. The four basic elements of Marketing
Mix.
 PRODUCT. Everything (tangible or intangible) that is offered to a market for
purchase, use or consumption and that can satisfy a need or desire. The term
product can be applied to material objects or goods, services, people, places,
organizations or ideas.
 PROMOTION. Communicate, inform and persuade the customer and other
stakeholders about the company, its products, and offers, for achieving
organizational objectives. The promotional mix consists of Sales promotion,
sales force or Personal Selling, Advertising and Public Relations, and Interactive

6. Dictionary of English Terms
Comunicación Publicitaria
Universidad de Extremadura
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Communication (Direct Marketing mailing, emailing, catalogs, websites,
telemarketing, etc.).
 PLACE. Where to market the product or service that is offered (essential for
the product to be accessible to the consumer element). It considers the
effective management of the distribution channel, having achieved that the
product reaches the right place at the right time and in the right conditions.
 PRICE. It is the value of a product or article, expressed in monetarian terms. It
is proposed through a previous market investigation, which will define the price
that will be assigned to the product when it gets in the market.
PUBLICITY. It refers to the appearance in the media without a payment through
advertising. We talk about actions or creative campaigns based on public relations and
quality content, getting attention and causing you to talk about them massively.
RAPPEL. Commercial discount based on having reached a determined volume of
requisitions.
RATING. Estimating the size of a television audience in relation to the universe or
total sample, expressed as a percentage. In other words, it´s the estimated percentage
of all the homes or persons tuned to a channel or a specific station.
REASON WHY. It´s the reason that a brand gives so the consumer believes what it
says. Advertisers need to provide "evidence" to convince consumers. That is why the
basic benefit of a product or service becomes tangible. It helps to explain the reason
why the product can do what the marketing campaign or online brand communication
says.
SENIOR. More experienced professional inside an organization. They take charge of
more complex tasks than the juniors and normally they earn more money.
SEX APPEAL. Use of sexual attraction as a persuasive technique to focus the interest
of the audience on a specific product, with selling this product as its main objective,
generally using attractive models or sexual symbols.
SHARE. Percentage of houses with the TV on and that are tuned to a specific program
or channel at any given time.
SHORTLIST. It is the idea that we have of some brands that we consider to be
"trustworthy" or "better" at the moment of buying a product (mind positioning).
STAR STRATEGY. Associating the product to a known character or creating it for this
purpose. The accession or the sympathy that the public feels for that character is what
can lead to the desire to buy the product.
STORYBOARD. It is a set of illustrations presented sequentially in order to serve as a
guide to understanding a story, preview an animation or plan the structure of a film. A
story is basically a series of vignettes that are ordered according to a previous story. It
is used as graphical planning, organizing document as sequences, scenes and therefore

7. Dictionary of English Terms
Comunicación Publicitaria
Universidad de Extremadura
7
levels (determined in the shooting script) here (in the story) and visualize the type of
framing and viewing angle that is to be used.
STREET MARKETING. It is the marketing or the promotion of products or services in
a not conventional way in public places. The principal point of street marketing is that
the activities carry out exclusively in the streets or other public places, as malls.
TARGET. It is the market segment to which it is addressed marketing action. Market
segments are determined considering criteria such as age, sex and socioeconomic or
educational level of potential consumers for which a product or service, among other
things, has been designed.
TIMING. To organize a series of tasks or actions inside a concrete period of time for
the development of a campaign, which will help us to achieve the objectives in the
determined date. In this way we can go ahead, define and prepare all the
documentation that will be needed in each project phase, avoiding improvisation,
forgetfulness and delays. It can be the global timing of a campaign or the diffusion
timing, which reflects the appearances in the media.
TRAINING. Professional collaboration, in internship scheme, for a period of time from
3 to 6 months, for recent graduates or students in their last college year.
UNIQUE SELLING PROPOSITION. Creative model whose focus is related to the
distinguishing feature that makes a product, service or brand unique, or it may seem in
the eyes of the consumer. It seeks an answer- behaviour of the consumer and not just
to transmit information; the goal is to sell, so it must be relevant, important, concrete
and persuasive.