Shortcuts used in advertising

Hi,

Foreign copywriter here. I got an assignment to write "an email headline and up to 2 alts" - does this "alts" mean alternative headlines or something else?

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It made me think that I don't know English shortcuts used in advertising very well. Could you share some shortcuts and what does it stand for in advertising world? That would be very helpful. For example, you don't say "key visual" just "KV".