Advertising and Marketing Jargon Buster
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Picture this: You’re sat at your desk; on your computer, and you’re raring to figure out how to best advertise your brand…

…and then, the barrage of jargon hits you: PPC, SOV, 4 Sheet *cue spinning heads*

Researching the great world of advertising can be a minefield, and all the terms and endless acronyms are not the friendliest to new faces.

Luckily, we’re here to help break down some of the key advertising and marketing terms to help you gain a clearer understanding.

Print Advertising

1. Circulation

Circulation is simply the number of copies printed. For example, every day of the working week the Metro newspaper circulates 100,000 copies across the Midlands.

2. Pass-along readership/Secondary audience

An audience who does not buy the print item (e.g., newspaper, magazine) but reads a copy after the buyer has finished.

Online Advertising

1. Native Advertising

A form of advertising in which paid adverts match the look and function of the platform they are being utilised on. They seamlessly blend into the webpage and may not even look like an advert, ensuring the user has a seemingly ‘ad-free’ and uninterrupted experience.

2. Programmatic Advertising

A method to automatically buy and optimise digital campaigns, as opposed to buying directly from the publisher. This will result in targeted adverts appearing instantly in available advertising spaces across platforms e.g., online, radio etc.


Radio Advertising

1. DAX

DAX (or Digital Ad Exchange) is a Global platform which connects brands with audiences at scale across digital audio. For example, you could have a targeted advert across a variety of platforms (both Global and Non-Global owned) including Heart, ITV, Soundcloud, Capital etc. via connected devices.

2. Instream

Like DAX, Instream is Bauer’s digital audio advertising platform that allows brands to connect with their audiences. For example, you could have a targeted advert play across a variety of Bauer-owned radio stations (Magic, Kiss etc.) via connected devices.

Outdoor Advertising

1. Share Of Voice (SOV)

This is a way of measuring your brand’s visibility in comparison to competitors. For example, a digital billboard advert that had a 1 in 6 rotation would achieve a 16.6% SOV. Achieving a higher SOV will inevitably lead to higher brand/product awareness.

2. The ‘Sheets’ e.g., 48 Sheet / 6 Sheet / 4 Sheet 

Outdoor / Out of Home Advertising is often measured in ‘Sheets’. Sheets can range from large (96 Sheet) to small (4 Sheet). As an example, a standard bus shelter advert is better known as a ‘6 Sheet’ and a ‘48 sheet’ is your standard-size large billboard that you might see on the roadside.


Television Advertising

1. Clearcast

Clearcast is a non-governmental organisation which pre-approves most British television advertising. Clearcast is owned by four UK commercial broadcasters: ITV, Channel 4, Sky and Warner Media.

2. Linear TV

Simply, Linear TV is the traditional television form delivered via cable or satellite. So, when you pop your telly on and watch a channel on your Sky box, you’re tuning in to linear TV. As a brand, you have endless possibilities to advertise between linear TV ad breaks.


Marketing Terms

1. Call to Action (CTA)

A Call to Action (CTA) is a prompt designed to make someone take an action. An example of an everyday CTA would be a “Buy now” or “Contact us now” button next to a product or service on a webpage.

2. Pay-Per-Click (PPC)

Pay-Per-Click (PPC) is a digital advertising model where the advertiser pays a fee each time an ad of theirs is clicked. This a model frequently used in Meta (Facebook, Instagram etc.) and Google Ads advertising.

PPC runs alongside PPM (pay per thousand impressions) or PPI (Pay per impression) where instead of paying for clicks as an advertiser, you pay each time your advert is shown.

Don’t forget, at Shakespeare Media, we can research and procure all advertising for you at no cost. We don’t expect you to be experts in knowing what advertising works best, so that’s where we come into play!


Want to learn more about something we’ve jargon-busted? Contact us today:

T: 01789 720505

E: [email protected]

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