Lesson
Marketing and advertising vocabulary
Text
This lesson introduces key vocabulary used in advertising and marketing. You will learn common terms, how they are used in context, and typical collocations useful for business and TOEIC tasks.
Focus on meaning and typical collocations for each word.
Table
| Term | Part of speech | Example |
|---|---|---|
| advertisement | noun | The advertisement aired during the evening news. |
| campaign | noun | The company launched a social media campaign for the new product. |
| target audience | noun phrase | The target audience for the campaign is young professionals aged 25–34. |
| slogan | noun | Their new slogan emphasizes reliability and speed. |
| brand | noun | The brand invested heavily in rebranding last quarter. |
| call to action | noun phrase | The email included a clear call to action: 'Sign up now.' |
| conversion rate | noun | Improving the conversion rate was the campaign's main KPI. |
| impression | noun | The ad received over a million impressions in its first week. |
Tip
Choose advertising vocabulary depending on medium, goal, and metric:
Think: medium = where, goal = what, metric = how measured
Example
The marketing team prepared a digital campaign to increase lead generation.
We tested two slogans to see which resonates better with our audience.
The report shows a 4% increase in conversion rate after optimizing the landing page.
Place the call to action above the fold to maximize clicks.
Tip
Learners often make universal errors when using advertising vocabulary. Watch out for:
When unsure, choose precise terms and check common collocations.
Quiz
Choose the correct definition of 'call to action':
Hint: Focus on what the ad asks the audience to do
Correct!
A call to action (CTA) is a prompt that encourages the audience to take a specific action, like clicking a link or completing a purchase.
Incorrect
The correct answer was: An instruction telling the audience what to do next, such as 'Buy now'.
A call to action (CTA) is a prompt that encourages the audience to take a specific action, like clicking a link or completing a purchase.
Quiz
Complete: The marketing team launched a _____ to promote the new product.
Hint: Think of a coordinated set of promotional actions
Correct!
A 'campaign' is a coordinated set of advertising and promotional activities designed to achieve a marketing goal.
Incorrect
The correct answer was: campaign
A 'campaign' is a coordinated set of advertising and promotional activities designed to achieve a marketing goal.
Quiz
Which sentence uses 'slogan' correctly?
Hint: Look for the option where 'slogan' is used as a noun meaning a short phrase
Correct!
A slogan is a short, memorable phrase used in marketing. It is something you write or create, not a verb in standard usage.
Incorrect
The correct answer was: They wrote a memorable slogan for the brand's re-launch.
A slogan is a short, memorable phrase used in marketing. It is something you write or create, not a verb in standard usage.
Vocabulary
A public notice or announcement promoting a product, service, or event.
The advertisement ran in both print and online media.
Vocabulary
A planned series of operations or activities to achieve a specific marketing goal.
The campaign aimed to increase brand awareness among millennials.
Vocabulary
The specific group of consumers that an advertiser aims to reach.
We adjusted the message to better suit the target audience's interests.
Vocabulary
A short, memorable phrase used in advertising to represent a brand or product.
The company's slogan emphasizes quality and trust.
GrammarPoint
A prompt in advertising that tells the audience what action to take next (e.g., 'Subscribe', 'Buy now').
Include a clear call to action at the end of the ad.
Vocabulary
The percentage of users who take a desired action, such as making a purchase or signing up.
Optimizing the landing page improved the conversion rate by 3%.
Vocabulary
A single instance of an ad being displayed to a user; a measure of visibility.
The banner achieved three million impressions during the campaign.