A department within a company who are responsible for developing the advertising and marketing functions. They will perform a similar role to an advertising agency.

A selection of people brought together to discuss certain aspects of a brand or product. The people will not usually be directly associated with the agency or the brand.

Body Copy is the lengthy text of an advert that explains the benefits of the product or service in more detail.

A description of requirements for a single advert or campaign. The client and agency will agree the brief before it is given to the creative team, who will then attempt to create an advert in as creative way as possible whilst still adhering to the brief.

Business to Consumer: Advertising or Marketing that offers products or services to consumers.

Business to Business: Advertising or Marketing that offers products or services between businesses.

Voice Over: A narration spoken over the the TV or Radio advert.

A series of related adverts that communicate a single brand message. The adverts will will be united by a single underlying idea. Usually a campaign is deemed to consist of at least three adverts but can be much more.

A suit (in advertising) is a slang term for an Account manager or Planner.

A rough drawing / layout.

A strapline, also known as a slogan, is a sentence attached to a brand name. The purpose of the strapline is to create or re-enforce the brand identity. A strapline might include the name of the brand, but does not have to, as a rule. e.g Beanz Meanz Heinz.

A good strapline should opitimise the brand's personality and should be highly memorable. Straplines should aviod being 'all things to all people' and should give an asprirational quality to the brand.

A highly over used strapline is the variation on the theme of 'For Life'. Many brands have adopted this as their strapline, yet it says very little about what their product does or even how the brand can help improve your life.

Gold Ad-Vice: Try not to include the words 'For Life' in any strapline.

Some examples of straplines

Nike: Just do it.
Nokia: Connecting people
HSBC: The world's local bank

In literal terms, a copywriter is the person responsible for writing the 'copy' (text). However, the job title does little to explain what a copywriter really does in modern advertising because their main role is an ideas generator, creating concepts for adverts and marketing strategies. Often a copywriter with be paired with an Art Director to form a 'creative team'. Sometimes an advert may contain no copy at all but the copywriter will still have played a part in developing the idea.

The person responsible for the Artwork in an advert. The Art Director is not usually the person that creates the Artwork, but they will oversee all aspects of the production process. An Art Director will usually be paired with a 'Copywriter' to form a creative team.