Advertising jargon set to music 🎶
Every industry has its buzzwords, but adland takes the cake. Between endless emails, decks, and briefs, our favorite English acronyms and jargon have been repeated so much they’ve lost all meaning—often sounding less like marketing strategy and more like indie rock bands. I invite you to rediscover this industry lexicon through a fresh lens, paying tribute to the brilliant 2008 Radio Nova campaign 🎹
“An album that invigorates faith in consumption” The reasons to believe are all the evidences that will support a promise. This is the proofs which make a message tangible to consumers, anything that the product or the brand does better than others. For instance, if it’s a phone, RTB will be the list of the technical specifications of a new model. Not to be confused with the USP.
“More than just a disk, a true societal phenomenon.” 'Brand equity' is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more revenue simply from brand recognition; that is from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names.