ad vs promotional material

ad and promotional material both are nouns.

Word	Noun	Adjective	Verb	Adverb
ad	Yes	No	No	No
promotional material	Yes	No	No	No

As nouns, promotional material is a hypernym of ad; that is, promotional material is a word with a broader meaning than ad:

ad: a public promotion of some product or service
promotional material: a message issued in behalf of some product or cause or idea or person or institution

Other hypernyms of ad include packaging, promo, promotion, publicity.

ad (noun)	promotional material (noun)
a public promotion of some product or service	a message issued in behalf of some product or cause or idea or person or institution