The ABCs of Ad Agencies: I

Working with an advertising agency often means measurable results, friendly customer service, and creative ideas that drive brand awareness. But it also can mean confusing jargon. Here are some common terms you may come across while working on your next campaign.

Identity

A brand’s identity is the combination of elements a brand uses to present themselves. The name, logo, tagline, and typefaces are all elements that go into a brand’s identity. The identity is how they’d like to be seen by their audience and they are in control of all of the elements. Brand identity is not to be confused with brand image, which is how they are actually seen by their audience, or their reputation.

Impressions

Each time a digital ad is shown, it counts as an impression. Whether or not a person took the time to look at it or interact with it is not taken into account. If the ad is presented on an open webpage, it counts as an impression. Impressions are one way to pay for a digital ad (cost-per-impression), and other options include cost-per-click and cost-per-conversion.

Insertion Order

When a print ad is fully produced and ready to be run, it gets sent to the appropriate publisher (e.g. a magazine or newspaper). An insertion order is a documentation of any information the publisher will need to run the ad, including the cost, run dates, and dimensions of the ad.