SCOPE
The range in which you’re operating within to reach milestones, deliverables, and end products that the budget or team capabilities can allow. During the brief, this is usually referred to as “the scope” in which work can or will be made. i.e. “Why not use the drones, we’re scoped for that.”
SCRIPT
The write up and story of the ad. This may include camera clues, visual references and indicate overlay copy.
SCRIPTLET
When coding in Windows, this is a script embedded in the SPEC file. But If you’re not a coder, this term is just some referring to a tiny script.
SECRET SAUCE
Yes, people still say this. Your secret sauce is your competitive edge or crucial differentiator. Means the same as “key benefit” , “unique benefit” , and “unique advantage”.
SEM
Search Engine Marketing. The act of using paid strategies to increase search visibility.
SEO
Search Engine Optimization. To use keywords or phrases to leverage a search engine.
SELF-MAILER
A direct-mail piece in which no envelope or wrapper is required for mailing.
SERPS
Search Engine Results Pages (i.e. Google Search Results)
SHOT LIST
A list of themes or desired angles you want for a commercial, lookbook or photoshoot.
SIGNAL CAPTURE
The process of collecting and analyzing data signals, such as user behavior or market trends, to gain insights and inform advertising strategies. It involves capturing and interpreting relevant signals to make informed decisions and optimize advertising campaigns.
SMB
Small Business
SME
Subject Matter Expert
SOLUTION PLAY
Product-oriented reasons to believe. See ‘RTB’.
STD
Save The Date
STRATEGIC PILLAR
Outline the purpose, perception, position, and promotion of your campaign strategy. This holds the integrity of your brand and the elements that inform every aspect of the campaign idea you’re trying to sell.
SPEC WORK
Speculative sample. A sample ad or promotional product with the prospective brand or buyer's imprint on it, produced with the hope that the customer will purchase it. Although this “work” isn’t officially certified, it can showcase the skills of the creative with total freedom.
SOW (SCOPE OF WORK)
It’s the agreed outline, limitations or deliverable for a project. This can be in document form containing any milestones, reports, deliverables, and end products that are expected to be provided to the client. This can also be relayed verbally and often referred to as the scope. Ie “A pop-up? We aren’t scoped for that”
SWIPE
A swipe is a collection of public ads and sales letters, posters or documents. Most advertising copywriters and creative directors use a swipe as a reference of ideas for projects.