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Your guide to advertising

Click the links below to find out all about the advertising industry, its terminology, useful templates and more...

Key advertising sectors


Cinema advertising is a highly impactful medium which allows advertisers to showcase their creatives on screens within cinema auditoriums before a captive audience who have paid to see a film on the big screen. The adverts run sequentially to form an ad reel which precedes a selection of film trailers followed by a feature film.

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Different social media channels should have different roles. Use Twitter for customer service, Facebook for building a community, Instagram for showcasing your products. It can be tightly targeted to audiences and locations with campaigns designed to drive footfall, engagement or awareness.


Investment into Google and Bing will ensure that your brand is discoverable online.


This is a type of online advertising on web sites, which includes many different formats and sizes, and may contain text, images, video and audio.

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Out of Home has developed significantly over the last few years introducing far more digital screens to the range of billboards. It reaches 98% of the UK population every week. It is a very flexible medium, you can buy a broadcast campaign that reaches a broad audience or you can focus on a handful of sites that are within close proximity to a specific location

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National, regional, local press are still one of the most trusted media, reaching over 90% of the UK population each month. Most titles now have a digital offering, which can be bought as one package.

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Magazines are also hugely trusted by readers with levels of trust at over 60%. Published monthly or weekly, they also have digital platforms that can be bought alongside print as a package.

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In the UK, we listen to lots of radio. It’s an increasingly powerful medium for captive audiences and listeners are at their highest levels, at 36 million. It can be produced to fit any budget or target audience.

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TV can be bought on a regional basis. Costs will vary month by month and by audience group. ITV, Channel 4, Channel 5 and Sky are the main commercial channels. TV reaches 98% of the population in any one month. 

TV is rocket fuel for brands: it delivers great effectiveness and efficiency at minimal risk. 2017 saw 785 new or returning advertisers coming onto TV.


Explore why TV works; find useful advice about getting started on TV, whatever your budget, and gain inspiration from other advertisers who have dipped their toes in the TV waters with great success. You can also find out about planning and buying TV; how to get the best creativity you can, and a whole lot more.

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Jargon busting


Agency structures

Different type of agencies will specialise in different elements of communications e.g. brand strategy and creativity, media planning and buying, PR and events, Shopper marketing, search and affiliates…. Some of the larger ones will have departments for each.


Broadly most agencies have a similar structure: your business will be managed by an account director who will be responsible for day to day management. There will be a planner (more focussed on the brief) or a strategist (looking at the longer term challenges/opportunities for your business). And a creative director (who leads the creative work). Media agencies will also have a buying or investment director (focussed on negotiating the cost of media).


Direct mail can increase your return on investment by as much as 12%. It encompasses a wide variety of marketing materials. These include brochures, catalogues, postcards, newsletters and sales letters. It is an effective way to reach out to new and existing clients.

Door drops take business into the heart of the home, giving you access to new customers.

In the home, door drops may be read, shared and kept by customers and referred back to when they make decisions about household purchases.

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