Advertising: the promotion of goods, services, companies or ideas, usually by an identified sponsor. Advertising in the United States dates back to Colonial America when classified ads were prominent in newspapers. The first advertising agency in the United States was established in Philadelphia in 1843 by Volney Palmer.
AIDA: acronym for attention, interest, desire, action – the four parts of a successful advertisement.
Call to action: the part of an advertisement that tells the reader who is interested what to do next. Often includes instructions to call, click, or return a response device.
Press release: a message sent to media outlets containing relevant, newsworthy information about a company, its products and services, or its employees.
Public relations: the art and science of managing communication between an organization and its key audiences to build, manage and sustain its positive image. The earliest public relations were practiced by publicists who specialized in promoting circuses, theatrical performances and other public spectacles. Public relations has its origins in the United States; many practices were developed to support the expansion of the railroads.
Urgency: a means of motivating a reader to take action quickly. Common techniques for creating urgency include limiting time for response or limiting the number of premiums available to respondents.
URL: acronym for uniform resource locator, the address of web pages on the World Wide Web.
