GLOSSARY. · Advertising –any paid form of nonpersonal communication through the mass media about a product by an identified sponsor

· Advertising – any paid form of nonpersonal communication through the mass media about a product by an identified sponsor.

· Word-of-mouth advertising – a form of advertising whenpeople tell their friends about the benefits of products or services that they have purchased

· Institutional or prestige advertising – a form of advertising which is designed to build up their reputation rather than to sell particular products

· Descriptive advertising – gives the most important facts about the product.

· Persuasive advertising – tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products.

· Adversisement /advert/ad – an announcement in a newspaper, on television, or on a poster about something such as a product, event, or job.

· Commercials – advertisements on the radio and TV

· Classified advertisements (also classifieds or want ads) – small adverts placed in a newspaper

· Junk mail is advertisements that you receive through the post, which you have not asked for and which you do not want.

· Spam is unwanted e-mail advertisements sent to a large number of people.

· Agreed budget/brief – a statement of the objectives of the advertising campaign

· Media plan specifies which media – newspapers, magazines, radio, television, cinema, posters, mail, etc. – will be used and in which proportions

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