GLOSSARY
account executive An advertising executive responsible for overseeing the
coordination of development and production and liaising with a client for a
campaign.
advertiser An entity (individual or corporation) that pays to promote a good or
service. Ad executives also refer to them as “clients.”
advertising executive A general industry term for those working on the
advertisement and development process.
Chinglish A niche advertising term referring to a language variety that
combines Chinese and English.
client An entity (individual or corporation) that pays to promote a good or
service. Ad executives also refer to them as “advertisers.”
copy Text that is printed or spoken in an advertisement.
creative (1) A portion of the advertising development process in which concepts,
copy, and other aspects of the ad’s conceit are developed. (2) An advertising
executive responsible for generating ideas and copy.
cross- cultural An industry term used by general market agencies to refer to an
emphasis on ethnic and racial diversity in advertising strategy.
emeasa A niche advertising acronym that refers to emerging areas of
multicultural marketing, specifically Eastern Europe, the Middle East, Africa,
and South Asia.
ethnoracial An academic term that refers to matters of ethnicity and race.
general market An industry term used to refer to agencies that do not
specialize in targeting any one population and create advertising for
mainstream audiences.
Hinglish A niche advertising term referring to a language variety that combines
Hindi and English.
in- culture A niche advertising term that refers to ethnically specific cultural
elements in an ad that differ from mainstream depictions.
in- language A niche advertising term that refers to non– American English
elements in an ad.
Konglish A niche advertising term referring to a language variety that
combines Korean and English.
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