Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

There are 61 entries in this glossary.
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Term Definition

A phrase that conveys a brand’s most important product attribute or benefit in a short memorable phrase. Used as a synonym for “slogan.”

Time compression

A device used in broadcast production to delete time from television or radio commercials, primarily by reducing the intervals between words.

Transformational product

See Hedonic product.

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