Glosario

BUSINESS ENGLISH VOCABULARY
Advertising
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Word Meaning
advertisement Item of publicity to promote a product or service in newspapers, magazines, on TV, etc.
advertising agency Marketing services firm that assists companies in planning advertisements.
AIDA Attention, Interest, Desire, Action - the aim of all advertising.
benefit Advantage of aproduct or service.
billboard Signboard for advertising posters.
broadsheet Newspaper printed in a large format.
campaign Organized course or plan of action.
circulation Average number of copies of newspapers or magazines sold over a period of time.
classified ads Small advertisements in newspapers or magazines, divided into categories.
commercial Advertisement on radio or television.
coupon Partof a printed advertisement to be used to order goods or samples.
direct mail Advertisement sent by post to prospective customers.
double-page spread Advertisement printed across two pages in a newspaper or magazine.
editing Reviewing or rewriting in order to make suitable for publication.
eye-catcher Something that particularly attracts one's attention.
features Special characteristics of aproduct.
generic advertising Advertising for a whole sector, such as tourism, rather than a specific product.
hoarding Wooden structure or signboard, used to carry advertisements.
hype Excessive or intensive publicity; exaggerated claims made in advertising.
jingle Catchy tune, with a short simple rhyme, used to promote a product.
key words Informative words chosen to indicate the content ofa document.
launch To start an action in order to introduce something (e.g. a new proeduct).
mailshot Piece of advertising material sent to potential customers by post.
mass media The main means of mass communication (newspapers, TV and radio).
plug Favourable publicity in the media for a commercial product
(e.g. a book).
poster Large sheet of paper used in advertising.
prime time Hours onradio and TV with the largest audience, usually the evening.
promote Use advertising and publicity to try to increase sales of a product.
roadside signs Large panels along roads and motorways used for outdoor advertising.
slogan Phrase used to advertise a product, or to identify a company or organization.
slot Specific time in a broadcasting schedule allotted for a commercial.
soundbiteShort extract from a recorded interview or speech.
spam Unsolicited advertising sent through the internet as an email message.
spot Position of a commercial in a radio programme or TV schedule.
tabloid Newspaper printed in small format, usually with a lot of photographs.
target Objective; what is aimed at.
U.S.P. Unique Selling Proposition; a declaration of what makes a product different.write copy Write a text to be printed or spoken in an advertisement or a commercial.






BUSINESS ENGLISH VOCABULARY
Writing Business Letters
General Guidelines
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If writing a business letter takes you much longer than in your own language,
here are a few guidelines that you may find helpful.
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• Planbefore you write.
o Look up words you need before you start.
o Note the points you want to make, and order them into logical paragraphs.
• Tone
o Write as you would speak in a business conversation.
The tone should be friendly and polite.
• Names
o Make sure you check the gender of the addressee (the recipient),
as well as the correct spelling of the person's name and title.
o Use Ms.for women and Mr. for men.
You can use Mrs. for a woman if you are 100% sure that she is married.
• Dates
o To avoid any confusion, write the month instead of using numbers
(e.g. January 15th, 2012 or 15 January 2012).
• Be concise and clear. The easier it is to read a letter the better.
o Keep sentences and paragraphs short and simple.
o Use straightforward vocabulary to avoid any...