Advertising and Marketing Vocabulary
Advertising and marketing vocabulary covers the persuasive-business-English register that fills brand campaigns, product launches, and consumer-facing communication. Target audience, market segment, demographic, brand identity, brand awareness, USP (unique selling point), positioning, market share, conversion rate, customer journey, call-to-action, lead generation, retention, engagement, reach, impression, ROI (return on investment). The worksheet trains B2 learners to read marketing texts, understand campaign briefs, and discuss commercial communication critically.
This worksheet builds B2 fluency with advertising and marketing vocabulary in campaign and analytical contexts.
Worksheet preview
What’s inside:
- Vocabulary box with 35+ marketing terms grouped by function (audience, brand, campaign, metrics)
- Marketing-brief gap-fill targeting key vocabulary
- Multiple-choice items distinguishing similar terms (reach vs impression, engagement vs conversion)
- Production task: write a short campaign brief for a product of your choice
- Full Answer Key plus Teacher Notes with case-study extension
Common challenges: Acronyms are dense — KPI, ROI, CTA, USP, SEO, PPC, B2B, B2C — and need explicit unpacking. Persuasive register is full of superlative claims that learners need to read sceptically (revolutionary, breakthrough, game-changing). False friends: German Reklame maps to advertising in older usage but feels outdated; Werbung is the modern term. Marketing-English is heavily Americanised globally — trash talk, snail mail, no-brainer feel natural in US marketing English and forced elsewhere.
For: Adult and teenage learners (14+) at CEFR B2, in upper-intermediate classes, 1:1 lessons, or self-study — particularly working professionals in marketing, sales, communications, or media. Tested in Cambridge B2 First (FCE), C1 Advanced (CAE), and BEC. Part of the Work & Money collection — the natural next step is Job Interview Vocabulary, which extends business-and-marketing English into the career-application dimension.
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