Media Glossary

Here is a selection of some of the words being used to talk about media and advertising. If there are any terms that you would like us to add, please use our contact form here.


A shortened term for advertising expenditure, or how much a company spends on advertising.


Making something known generally or in public, especially in order to sell products or services.


An advertisement that has the appearance of a news article or editorial, in a print publication.

Ambient advertising

Advertising found in our surroundings. Examples would include ads printed on the back of cinema tickets, floor stickers in supermarkets and on supermarket trolleys.

Banner ad

Usually used to describe online ads which appear along the top of websites.


Ability of some internet browsers to block the appearance of online ads.


From 'web log', meaning a website updated regularly and chronologically by the author giving their views and opinions.

Brand awareness

The extent to which the public are aware of a product, company or brand.

Citizen journalism

When members of the public engage in journalism. Examples include providing pictures or film of events to news organisations or reporting events in blogs.


Information stored on a user's computer by a website so preferences or details are remembered for future visits to that site.


All spoken words or written text in an advertisement.

Direct mail

Advertising or marketing material posted to people at home or work.

Guerrilla marketing

Unconventional marketing or stunts designed to attract maximum attention.

Gutter ad

Refers to press advertising in the area of the page closest to the spine of the publication.


A short ad to identify the programme's sponsor at the beginning and end of a TV programme section.


Extent to which an ad is noticed by the audience.


Printed advertising inserted into printed publications.


Encouraging people to buy a product or service.


Generally used to describe newspapers, television and radio and other forms of receiving information.

Micro site

Small website with a focused message. Often used to promote new products.

Mouse roll over

Used in online ads. When the visitors cursor rolls over the ad an animation or sound effect is triggered to attract attention.

New media

Online and digital ways of receiving information.


Poster advertising.


Printed advertising attached to the outside of printed publications, for example wrapped around the cover.


An online ad that appears in a new window, in front of the web content being viewed.


A free gift given away with a purchase as a promotional offer.

Proximity marketing

Located near shops, posters, at bus stops or other public places, proximity marketing uses Bluetooth technology to send tailored advertising messages to people's mobile phones.

Share of audience

Usually refers to TV audiences, indicating the extent of the viewing public watching a particular channel or programme.

Skyscraper ad

An online ad that appears down the side of a web page.


Stands for 'short messaging service' and is used to send text messages between mobile phones.

Social marketing

Marketing and advertising that reaches potential consumers via social networking website, such as


Unwanted, unsolicited emails frequently used to sell.

Splash page

A branded web page, usually highly animated, seen before accessing a website's home page.


Payment for advertising related to an event or programme that supports the running of the event or the production of the programme. Examples include sponsorship of television programmes or sporting events.


Ad aimed at generating curiosity and interest.


Using the telephone to promote and sell goods and services.

Viral marketing

A marketing strategy that encourages the audience to pass on the marketing material themselves. Examples include short films and clips sent by email.


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