Advertising Glossary
advertisement â ad market coverage
advertiser mass advertising
advertising - publicity mass communication
advertising agency mass media - media
advertising agent media buyer
advertising budget media buying
advertising campaign media buying agency
advertising columns media department
advertising consultant media planner
advertising dealer media planning
advertising effectiveness media strategy
advertising expenses merchandising
advertising in the yellow pages misprint
advertising man - adman mural advertising
advertising manager neon sign
advertising media news agency
advertising planner newsletter
advertising poster (GB) - advertising board (US) number of copies
advertising rate opinion leaders
advertising support opinion maker
advertising to sales ratio opinion poll
announcement - press release order card
art director outdoor sign
audience pay-off
audience composition peak time
average audience periodic
average circulation pocket edition
billboards (GB) - hoardings (US) point of purchase advertising (POPA)
billsticking - billposting point of sale material
bleed page popularity rating - audience
Blow-up poster (GB) - board (US)
body copy - copy posting
booklet press agent
brand image press cutting - clippings
broadcasting press office
brochure press release
campaign briefing to promote
campaign evaluation promoter
campaign testing promotion
campaign turnover promotional action
caption promotional campaign
cartoons promotional costs
Cast promotional support
circulation publisher
classified advertisements publishing
Clip radio commercial
clipping agency ratings
Close-up readership
column recall
column width reportage
columnist sales incentive
commercial salesforce promotion
commercial break script
communication shop display
communication plan shop sign
comparative advertising shop window
complimentary copy short
consumer acceptance short commercial
consumer advertising sketch
consumer promotion sky-writing
copywriter slide
corporate advertising slogan
corporate campaign socio-economic groups
creative department sponsor
creativity to sponsor
Cross advertising sponsorship
daily paper spot
Direct advertising storyboard
door-to-door advertising strategic planning
economy size strengthening of the campaign
editor subheading
editorial advertising subliminal advertising
editorial article Subscriber
effective reach Subtitle
exhibitors' area support campaign
feedback supporting promotion
follow-on campaign Tabloid
follow-up campaign tailor-made promotion
frame target group
gag tax on advertising
gatefold technical magazine
graphic designer television audience measurement (TAM)
graphics test campaign
headline Testimonial
high circulation throwaway â flier
high-circulation weekly magazine tied-in advertising
house agency tied-in campaign
house magazine total ratings
household panel trade journal
image trade magazine
informative advertising transfer (GB) - decal (US)
insertion - advertisement transport advertising
inside cover TV network
in-store demo TV spot â commercial
in-store promotion Visual
jingle visual appeal
key-account manager visual proposal
large print run to Visualize
layout Visualizer
leaflet (GB) - folder (US) window bill
leit motiv window display
lettering window streamer
local advertising window-dresser
magazine circulation Zaping
mail advertising
A
Accordian insert
An ad inserted in a magazine, folded with an accordian-style fold.
Acetate
Transparent plastic sheet frequently used for overlays in ad layouts.
Ad copy
The printed text or spoken words in an advertisement.
Adjacencies
Time periods immediately before and after a television program, normally used as a commercial break between programs.
Adnorm
A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average.
Advance premium
A premium provided to a consumer, on the condition of some later purchase.
Advertiser
The manufacturer, service company, retailer, or supplier who advertises their product or service.
Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63-77.)
Advertising allowance
Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising.
Advertising budget
Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget.
Advertising elasticity
The relationship between a change in advertising budget and the resulting change in product sales.
Advertising page exposure
A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad.
Advertising plan
An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.
Advertising research
Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.
Advertising specialty
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.
Advertorial
An advertisement that has the appearance of a news article or editorial, in a print publication. See Infomercial, below.
Advocacy advertising
Advertising used to promote a position on a political, controversial or other social issue.
Agency commission
The agency's fee for designing and placing advertisements. Historically, this was calculated as 15 percent of the amount spent to purchase space or time in the various media used for the advertising. In recent years the commission has, in many cases, become negotiable, and may even be based on some measure of the campaign's success.
AIDA
Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc.
Aided recall
A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.
Airbrush
An artist's technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a model's skin.
Ala carte services
Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase.
Answer print
The final edited version (print) of a television commercial, for approval by the client. It may still need color correction, etc.
Appeal
The advertisement's selling message.
Arbitron
Television and rating rating service that publishes regular reports for selected markets.
Art proof
The artwork for an ad, to be submitted for client approval.
Artwork
The visual components of an ad, not including the typeset text.
Audience
The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material conveyed by that vehicle.
Audience duplication
The number of people who saw or heard more than one of the programs or publications in which an ad was placed.
Availability
Advertising time on radio or television that is available for purchase, at a specific time.
Average Audience (AA)
The number of homes or persons tuned to a television program during an average minute, or the number of persons who viewed an average issue of a print publication.
B
Back to back
Running more than one commercial, with one following immediately after another.
Bait advertising
Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised.
Barter
Exchanging merchandise, or something other than money, for advertising time or space.
Billboard
(1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of a television show.
Billings
Total amount charged to clients, including the agency commission, media costs, production costs, etc.
Blueline
A blue line drawn on a mechanical to indicate where a page will be cut.
Body copy
The text of a print ad, not including the headline, logo, or subscript material.
Brand manager
Person who has marketing responsibilities for a specific brand.
Brand name
Name used to distinguish one product from it's competitors. It can apply to a single product, an entire product line, or even a company.
Bridge
Transition from one scene to another, in a commercial or program.
Broadsheet
Standard size newspaper.
Broadside
A promotion that is printed on a single large sheet of paper, usually on only one side of the paper, as opposed to a tabloid or other off-size newspaper.
Bulldog edition
An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation newspaper.
Buried position
Placing an ad between other ads in a print publication, so that readers are less likely to see it.
Business-to-business advertising
Advertising directed to other businesses, rather than to consumers.
C
Camera-ready art
Artwork that is in sufficiently finished form to be photographed for printing.
Caption
(1) An advertisement's headline; (2) The text accompanying an illustration or photograph.
Car card
A poster placed in buses, subways, etc. Also called a Bus card.
Card rate
Media rates published by a broadcast station or print publication on a "rate card." This is typically the highest rate charged by a vehicle.
Category development index (CDI)
A comparison of the percent of sales of a product category in a market, to the percent of population in that market.
Channels of distribution
The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc.
Circulation
Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster. This term sometimes is used for broadcast, as well, but the term "audience" is used more frequently.
Classified advertising
Print advertising that is limited to certain classes of goods and services, and usually limited in size and content. CLASSIFIED AD â A brief listing appearing in a periodical of items for sale and/or services offered, usually arranged by category. Motto Advertising has extensive experience in writing and inserting effective classified ads in newspapers, magazines, on television and the internet.
Client
The ad agency's term for the advertisers it represents.
Closing date
The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.
Clutter
When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer's or listener's attention.
Coincidental survey
A survey of viewers or listeners of broadcast programming, conducted during the program.
Collateral materials
Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered "collateral" to the sales message delivered by the sales person.
Collectibles
A type of premium that consumers may desire to have as a part of a greater collection of similar goods.
Color proof
An early full-color print of a finished advertisement, used to evaluate the ad's final appearance.
Color separation
A full-color ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors.
Column inch
A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.
Commercial advertising
Advertising that involves commercial interests rather than advocating a social or political cause.
Communication process
A description or explanation of the chain-of-events involved in communicating information from one party to another.
Comparative advertising
An advertising appeal that consists of explicitly comparing one product brand to a competitive brand.
Competition-oriented pricing
A pricing strategy that is based upon what the competition does.
Competitive parity
A method of determining an advertising budget, designed to maintain the current "share of voice."
Comprehensive layout
A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look.
Consumer advertising
Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer.
Consumer behavior
Study of how people behave when obtaining, using, and disposing of products (and services).
Consumer stimulants
Promotional efforts designed to stimulate short-term purchasing behavior. Coupons, premiums, and samples are examples of consumer stimulants.
Consumerism
(1) Advocating the rights of consumers, as against the efforts of advertisers, (2) The emphasis of advertising and marketing efforts toward creating consumers. These two definitions are almost opposite in meaning, but the former is commonly used today, while the latter was common prior to the 1970s.
Continuity
Scheduling advertisements to appear at regular intervals over a period of time.
Continuous advertising
Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or service, so that consumers are constantly reminded of the brand.
Continuous tone art
Where a photograph or other art depicts smooth gradations from one level of gray to another.
Controlled (qualified) circulation
Publications, generally business-oriented, that are delivered only to readers who have some special qualifications. Generally, publications are free to the qualified recipients.
Copy
All spoken words or written text in an advertisement.
Copy testing
Research to determine an ad's effectiveness, based on consumer responses to the ad.
Corporate advertising campaign
A campaign that promotes a corporation, rather than a product or service sold by that corporation.
Corrective advertising
Advertisements or messages within advertisements, that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers' mistaken impressions created by prior advertising.
Cost efficiency
For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price.
Cost per inquiry
The cost of getting one person to inquire about your product or service. This is a standard used in direct response advertising.
Counter advertising
Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that might be made by another party's advertising.
Coverage
A measure of a media vehicle's reach, within a specific geographic area.
Creative strategy
An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a "copy platform."
Creatives
The art directors and copywriters in an ad agency.
Cutting
A film editing technique that creates a quick transition from one scene to another.
D
Dailies
Also called rushes, this refers to unedited film. These are called Dailies because the film typically is viewed from a single day's shooting, even if the final commercial or program will take many days or weeks of shooting.
DAGMAR
This refers to a process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.
Day-after recall test
A research method that tests consumers' memories the day after they have seen an ad, to assess the ad's effectiveness.
Daypart
Broadcast media divide the day into several standard time periods, each of which is called a "daypart." Cost of purchasing advertising time on a vehicle varies by the daypart selected.
Decay constant
An estimate of the decline in product sales if advertising were discontinued.
Deceptive advertising
FTC definition: A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material. See Materiality, below.
Demographic segmentation
Dividing consumers into groups based on selected demographics, so that different groups can be treated differently. For example, two advertisements might be developed, one for adults and one for teenagers, because the two groups are expected to be attracted to different types of advertising appeal. See Demographics, below.
Demographics
Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. See Psychographics, below.
Depth interview
A method of research, whereby a trained interviewer meets with consumers individually and asks a series of questions designed to detect attitudes and thoughts that might be missed when using other methods.
Direct house
An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than through retailers.
Direct mail
Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.
Direct marketing
Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.
Direct response
Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other means of communication. Some practitioners use this as a synonym for Direct Marketing.
Directory advertising
Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek.
Display advertisement
(1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone, such as window sign.
Dissolve
Fading from one scene to another in a film or television production.
Distributor
A company or person that distributes a manufacturer's goods to retailers. The terms "wholesaler" and "jobber" are sometimes used to describe distributors.
Door-opener
A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch.
Duplicated audience
That portion of an audience that is reached by more than one media vehicle.
E
Earned rate
A discounted media rate, based on volume or frequency of media placement.
End-user
The person who actually uses a product, whether or not they are the one who purchased the product.
Eighty-twenty rule
A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers.
Exposure
Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it.
Eye tracking
A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.
F
Facings
Refers to the number of billboards used for an advertisement.
Factory pack
A premium attached to a product, in or on the packaging.
Family brand
A brand name that is used for more than one product, i.e., a family of products.
Fixed-sum-per-unit method
A method of determining an advertising budget, which is based directly on the number of units sold.
Flat rate
A media rate that allows for no discounts.
Flighting
A media schedule that involves more advertising at certain times and less advertising during other time periods.
Focus group interview
A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.
Four Ps
Stands for Product, Price, Place (i.e., distribution), and Promotion. This is also known as the Marketing Mix, see below.
Four-color process
A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a full-color print.
Franchised position
An ad position in a periodic publication (e.g., back cover) to which an advertiser is given a permanent or long-term right of use.
Frequency
(1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time period. (2) The position of a television or radio station's broadcast signal within the electromagnetic spectrum.
Fringe time
A time period directly preceding and directly following prime time, on television.
Full position
An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.
Full-service agency
An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing.
G
Galley proof
A typeset copy of an ad or editorial material, before it is made into pages for final production.
Guaranteed circulation
A media rate that comes with a guarantee that the publication will achieve a certain circulation.
Generic brand
Products not associated with a private or national brand name.
Green advertising
Advertising that promotes a product or service's ability to help or, more likely, not hurt the environment.
Gross audience
The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.
Gross impressions
Total number of unduplicated people or households represented by a given media schedule.
Gross rating points (GRPs)
Reach times average frequency. This is a measure of the advertising weight delivered by a vehicle or vehicles within a given time period.
H
Hierarchy-of-effects theory
A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product).
Hologram
A three-dimensional photograph or illustration, created with an optical process that uses lasers.
Horizontal discount
A discount on a media purchase resulting from a promise to advertise over an extended period of time.
Horizontal publications
Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
I
ID
Station identification during a commercial break in a television or radio program.
Image advertising
Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., "This is a woman's cigarette"). .
Imprinted product
A promotional product, this is a product with a company logo or advertising message printed on it.
In-pack premium
A premium included in the packaging of another product (e.g., buy a can of shaving cream and get a free razor in the same package). The term Package enclosure is also used.
Incentive catalog company
A company that creates an incentive program for sales people, and provides them with a catalog from which they can select their prize or premium.
Independent contractor
A person who is hired by a company, but works for himself/herself. The company is a client, rather than an employer.
Independent station
A broadcast station that is not affiliated with a national network of stations.
Industrial advertising
A form of business-to-business advertising (see above), this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
Inquiries
Consumer response to a company's advertising or other promotional activities, such as coupons. Used for measuring the effectiveness of some promotions.
Insert
An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-standing insert, above.
Insertion
Refers to an ad in a print publication.
Insertion order
An agency or advertiser's authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.
Institutional advertising
Advertising to promote an institution or organization, rather than a product or service, in order to create public support and goodwill.
Integrated Marketing Communication (IMC)
A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion, public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation.
Intensive distribution
Distributing a product through a wide variety of outlets.
International advertising
Advertising a product or service in a country other than where it originates.
J
Jingle
A short song, usually mentioning a brand or product benefit, used in a commercial.
K
Keeper
A premium used to induce a consumer to take some action, such as completing a survey or trying a product.
L
Layout
A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad.
Leave-behind
A premium left with prospective customers by a sales person, to remind them of the product or service being sold.
Lifestyle segmentation
Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.
Local advertising
(1) Advertising to a local merchant or business as opposed to regional or national advertising. (2) Advertising placed at rates available to local merchants.
Local rate
An advertising rate charged to a local advertiser , typically a retailer, by local media and publications, as distinguished from a national rate that is charged to a national advertiser, typically a manufacturer.
Logotype (logo)
A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.
Lottery
A scheme in which making a required purchase gives a person a chance to win a prize which is awarded at random, usually through an electronic drawing. Lotteries may not be used as promotion devices under U.S. laws.
M
Macromarketing
A type of marketing in which a company adapts itself to uncontrollable factors within the industry.
Mail-in premium
A premium obtained by mailing in a suitable response to the manufacturer or distributor, with or without money.
Mail-order advertising
Advertising which supplies paperwork for the purpose of soliciting a purchase made through the mail.
Make good
(1) To present a commercial announcement after it âs scheduled time because of an error. (2) To rerun a commercial announcement because of technical difficulties the previous time it was run. (3) To rerun a print advertisement due to similar circumstances.
Marginal analysis
Technique of setting the advertising budget by assuming the point at which an additional dollar spent on advertising equals additional profit.
Market profile
A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.
Market segmentation
To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.
Market share
The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company.
Marketing firm
A business that affects the distribution and sales of goods and services from producer to consumer; including products or service development, pricing, packaging, advertising, merchandising, and distribution.
Marketing mix
The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results.
Marketing research
The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.
Master tape
An edited audio tape or video tape to be recorded on quantity prints or dubs.
Mechanical (paste-up)
A finished layout that is photographed for offset printing.
Media dominance theory
Technique of scheduling media that involves buying a large amount of space in one medium, and shifting to another medium after achieving optimum coverage and frequency.
Media plan
A plan designed to select the proper demographics for an advertising campaign through proper media selection.
Media strategy
A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.
Medium (plural, Media)
A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include television, cable television, magazines, radio, billboards, etc.
Merchandising the advertising
The promoting of a firmâs advertising abilities to distributors.
Micromarketing
The activities a firm practices in order to react controllably to external forces, e.g., setting objectives and selecting target markets.
Milline rate
Used to determine the cost effectiveness of advertising in a newspaper; reached by multiplying the cost per agate line by one million, then dividing by the circulation. Also referred to as Milline.
Motivation research
Used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences.
N
National advertising
Advertising which is aimed at a National Market, as opposed to Local Advertising.
National brand
A nationally distributed product brand name. May also be distributed regionally or locally.
Near-pack (Near Pack Premium)
An item offered free or at a discount with the purchase of another product. The item can be positioned close to but may not touch the purchased product. A type of product promotion.
Negative
Developed film that contains an image that has reversed shadows and light areas.
Net cost
The costs associated with services rendered by an advertising agency excluding the agency commission.
Net unduplicated audience
The combined cumulative audience exposed to an advertisement.
Network
A national or regional group of affiliated broadcast stations contractually bound to distribute radio or television programs for simultaneous transmission.
Network option time
Programming time the network controls on each of its affiliate stations. Also referred to as network time.
Newsprint
A soft, course wood pulp paper used in printing newspapers.
Noncommercial advertising
Radio and television advertising that is designed to educate and promote ideas or institutions, e.g., public service announcements.
O
On-pack (On-pack Premium)
Used to promote sales of a product. Discount coupons or gifts that are attached to or accompany the product to be purchased.
Open end
(1) Time left at the end of a commercial or program which is provided for the use of local advertising or station identification. (2) A radio or television program with no specific time to end.
Out-of-home advertising
Exposure to advertising and mass media away from one's home. Included are outdoor, point-of-purchase, and radio.
Outdoor advertising
Any outdoor sign that publicly promotes a product or service, such as billboards, movie kiosks, etc.
Overrun
Additional numbers of a print vehicle that are produced in excess of those needed for distribution. Overruns may take place to meet unexpected needs or demands.
P
Package
(1) A combination of programs or commercials offered by a network that is available for purchase by advertisers either singly or as a discounted package deal. (2) A merchandise enclosure or container.
Package insert
Separate advertising material included in merchandise packages that advertises goods or services; also referred to as Package Stuffer.
Painted bulletin
A freestanding steel or wooden structure, approximately 50' wide by 15' high, with molding around the outer edges similar to a poster panel, and including a hand painted copy message. Bulletins are generally found near highways or roofs of buildings in high traffic areas.
Panels
This includes regular and illuminated types of outdoor advertising. A regular panel is only seen during the daytime, while an illuminated panel is seen also from dusk until dawn.
Participation
Announcements made inside the context of a program as opposed to those shown during station breaks. (2) An announcement or amount of broadcasting time which is shared by several advertisers.
Pass-along readers
A reader which becomes familiar with a publication without the purchase of a publication. These readers are taken into account when calculating the total number of readers of a publication.
Payout planning
Approach to advertising budgeting in which the dollars spent to advertise are represented as an investment toward sales and profits.
Personal selling
Sales made through a medium of face-to-face communication, personal correspondence, or personal telephone conversation, etc.
Persuasion process
The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion.
Photoboards
A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or client.
Photocomposition
A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also referred to as Cold type.
Picture window
An ad layout in which the picture is placed at the top of the page, and the copy is placed below.
Positive
A photographic image which appears as the original image, as opposed to a negative which reverses the black and white.
Poster panel
An outdoor billboard in which advertising is displayed on printed paper sheets rather than being painted. The most widely used form of outdoor advertising; standard size approximately 25' x 12' with the image printed on sections of 24 to 30 sheets.
Premium
An item, other than the product itself, which is offered free or at a nominal price as an incentive to purchase the advertised product or service.
Preprint
A reproduction of an advertisement which is viewed before actual publication and is created by an advertiser for special purposes, e.g., to serve as retail displays or to gain support from retailers.
Pretesting
Testing an advertisement or an audience sample prior to placing the ad in the media.
Primary demand advertising
Advertising designed for the generic product category, as opposed to selective demand advertising.
Prime time
The broadcast periods viewed or listened to by the greatest number of persons and for which a station charges the most for air time. In television, the hours are usually 8:00 p.m. to 11:00 p.m. E.S.T. (7:00 p.m. to 10:00 p.m. C.S.T.).
Private brand
Product brand owned by a retailer, wholesaler, dealer, or merchant, as opposed to a manufacturer or producer, and bearing it's own company name or another name it owns exclusively. Also referred to as Private label.
Prize
Barters of merchandise given as prizes on television or radio shows in return for mentions of the brand names of the merchandise donated.
Product differentiation
Developing unique product differences with the intent to influence demand.
Product life cycle
A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline.
Product management
Assigning specific products or brands to be managed by single managers within an advertising agency.
Product positioning
The consumer perception of a product or service as compared to it's competition.
Product-related segmentation
A method of identifying consumers by the amount of product usage, usually categorized demographically or psychographically.
Production
Process of physically preparing the advertising idea into a print or broadcast advertisement.
Professional advertising
Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers.
Promotion
All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc.
Promotional mix
Using several different types of communication to support marketing goals which include Advertising (see above), Personal selling (see above), Publicity (see above), and Sales promotions (see below).
Promotional product
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called an Advertising Specialty.
Proof
An impression on paper of type, an engraving or the like, for the purpose of checking the correctness and quality of the material to be printed.
Public relations (PR)
Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.
Public relations advertising
Advertising by a corporation that focuses on public interest but maintains a relationship to the corporation's products or agencies.
Public service advertising (PSA)
Advertising with a central focus on public welfare, and is generally sponsored by a non-profit institution, civic group, religious organization, trade association, or political group.
Publicity
A type of public relations in the form of a news item or story which conveys information about a product, service, or idea in the media.
Pupilometrics
A method of advertising research in which a study is conducted on the relationship between a viewer's pupil dilation and the interest factor of visual stimuli.
Psychological segmentation
The separation of consumers into psychological characteristic categories on the basis of standardized tests.
Q
Qualitative research
A method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups.
Quantitative research
A method of advertising research that emphasizes measurement of incidence of consumer trends within a population.
R
Random sample
A sample taken from any given population in which each person maintains equal chances of being selected.
Rate
(1) The amount charged by a communications medium to an advertiser based on per unit of space or time purchased. The rate may vary from national to local campaigns, or may be a fixed rate. (2) To estimate a particular mediaâs audience size based on a research sample.
Rating point
(1) In television, one percentage of all TV households who are viewing a particular station at a given time. (2) In radio, one percentage of all listeners who are listening to a particular station at a given time. Both instances vary depending on time of day.
Reach
(1) The estimated number of individuals in the audience of a broadcast that is reached at least once during a specific period of time. (2) Also applies to Outdoor advertising audiences.
Readership
(1) The total number of readers of a publication (includes Primary and Pass-along readers). (2) The percentage of people that can recall a particular advertisement, aided or unaided.
Recognition
(1) Formal acknowledgment given by a communications medium to an advertising agency to recognize that agency as being bona fide, competent, and ethical; therefore, entitled to discounts. (2) The ability of research subjects to recall a particular ad or campaign when they see or hear it.
Reference group
A group of people or organization of which an individual respects, identifies with, or aspires to join, e.g., membership or associative groups.
Referral premium
A premium offered to customers for helping sell a product or service to a friend or acquaintance.
Register marks
Indicator symbols located in the margins of negatives to be used as guides for perfect registration.
Renewal rate
The percentage of individuals that renew their print media subscriptions to extend beyond the previous expiration date.
Resolution
Refers to the clarity of a television image as received by a set.
Retail advertising
Advertising which promotes local merchandisers' goods and services. Also referred to as Local Advertising.
Retail trading zone
Defined by the Audit Bureau of Circulation as the area beyond an urban area whose residents regularly trade with retail merchants within the urban area.
Rough
An unfinished layout of an ad which shows only a general conception to be presented for analysis, criticism, and approval.
Rough cut
A preliminary arrangement of film or tape shots that are roughly edited together without voice-over or music to serve purpose in the early stages of editing.
Run-of-press (ROP)
A newspaper publisher's option to place an ad anywhere in the publication that they choose, as opposed to Preferred position. Also referred to as Run-of paper.
Run-of-schedule (ROS)
A station's option to place a commercial in any time slot that they choose.
Rushes
Rough, unedited prints of a commercial to be used for editing purposes. Also referred to as dallies.
S
Sales promotion
Marketing activities that stimulate consumer purchasing and dealer effectiveness through a combination of personal selling, advertising, and all supplementary selling activities.
Sales-response function
Refers to the effect of advertising on sales.
Scanners
An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for interpreting documents, invoices, bar-codes, and photos for use in Color separations.
Scene setting
The process of using realistic sounds to stimulate noise in backgrounds during radio production such as car horns, sirens, recorded laughter, etc.
Screen
(1) A printing process in which a squeegee forces paint or ink through a screen which is decorated with stenciled designs onto the paper. (2) The surface onto which an image of a slide or television picture is shown.
Seasonality
The variation in sales for goods and services throughout the year, depending on the season, e.g. hot chocolate is advertised more in the winter, as opposed to summer months.
Seasonal rating adjustments
In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays.
Selective demand advertising
Advertising which promotes a particular manufacturer's brand as opposed to a generic product. See Primary demand.
Selective distribution
Allows manufacturers to maintain more control over the way their products are sold and discourages price competition among sellers of the products by distributing their products only to those wholesalers and retailers who follow the manufacturer's guidelines.
Semiotics
Refers to theories regarding symbolism and how people glean meaning from words, sounds, and pictures. Sometimes used in researching names for various products and services.
Share-of-audience
The percent of audiences that are tuned into a particular medium at a given time, e.g. the number of people watching television between the hours of 8:00 p.m. to 11:00 p.m.
Signature
(1) A musical theme associated with a television program, radio show, or a particular product or service. Also referred to as a Theme song. (2) Single printing sheet which folds into 4, 8, 12, 16, and so on pages to be gathered and bound to form a part of a book, or pamphlet.
Slotting allowances
Fees paid by a manufacturer to a retailer for the retailer's shelf space.
Specialty advertising
This is the older term used for Promotional products (see above). It remains a commonly used term by many companies.
Speculative (spec) sample
A sample promotional product, with the prospective buyer's imprint on it, produced with the hope that the customer will purchase it.
Strategic planning
Determination of the steps required to reach an objective of achieving the optimum fit between the organization and the marketplace.
Supplementary media
Non-mass media vehicles that are used to promote products, e.g., Point-of-purchase advertising.
Supplier
Companies that sell goods or services to an advertising agency for their use in constructing advertisements, e.g., design studios, color houses, printers, and paper producers.
Sweeps
Refers to a time during the months of November, March, and May, when both Nielson and Arbitron survey all local market broadcast media for the purpose of rating the stations and their programming.
Syndicated program
A television or radio program that is distributed in more than one market by an organization other than a network.
T
Tabloid
A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14" high by 12" wide.
Tachistoscope testing
A method used in advertising and packaging recall tests. Used to measure a viewer's recognition and perception of various elements within an ad by using the different lighting and exposure techniques of a Tachistoscope - a device that projects an image at a fraction of a second.
Tag line
A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
Target audience
A specified audience or demographic group for which an advertising message is designed
Target market
A group of individuals whom collectively, are intended recipients of an advertiser's message.
Teaser campaign
An advertising campaign aimed at arousing interest and curiosity for a product.
Telemarketing
The use of the telephone as a medium to sell, promote, or solicit goods and services.
Thumbnail
A rough, simple, often small sketch used to show the basic layout of an ad.
Trade advertising
Advertising designed to increase sales specifically for retailers and wholesalers.
Trade name
The name under which a company operates.
Trade stimulants
Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.
Trademark
Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
Transit advertising
Advertising that appears on public transportation or on waiting areas and bus stops.
Transparency
A positive, color photographic image on clear film.
Turnover
The rate of audience change for a specific program during a specific amount of time.
U
Unfair advertising
Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair advertising that falls within a very specific legal definition.
Unique selling proposition
The unique product benefit that the competition can not claim.
Utility
The value a consumer receives from a product's design.
V
Values and lifestyles (VALS) research
A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics.
Vehicle
A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would be magazines, while one vehicle would be Time magazine.
Vertical discount
A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one week.
Vertical publications
Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and Retail Baking Today.
Voiceover (VO)
The technique of using the voice of an unseen speaker during film, slides, or other voice material.
W
Waste circulation
(1) Advertising in an area where the product or service is not available or has no sales potential. (2) Persons in an advertiser's audience who are not potential consumers.
Wave scheduling
An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks off.
Wear out
The point reached when an advertising campaign loses it's effectiveness due to repeated overplay of ads.
Word painting
A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.
advertiser mass advertising
advertising - publicity mass communication
advertising agency mass media - media
advertising agent media buyer
advertising budget media buying
advertising campaign media buying agency
advertising columns media department
advertising consultant media planner
advertising dealer media planning
advertising effectiveness media strategy
advertising expenses merchandising
advertising in the yellow pages misprint
advertising man - adman mural advertising
advertising manager neon sign
advertising media news agency
advertising planner newsletter
advertising poster (GB) - advertising board (US) number of copies
advertising rate opinion leaders
advertising support opinion maker
advertising to sales ratio opinion poll
announcement - press release order card
art director outdoor sign
audience pay-off
audience composition peak time
average audience periodic
average circulation pocket edition
billboards (GB) - hoardings (US) point of purchase advertising (POPA)
billsticking - billposting point of sale material
bleed page popularity rating - audience
Blow-up poster (GB) - board (US)
body copy - copy posting
booklet press agent
brand image press cutting - clippings
broadcasting press office
brochure press release
campaign briefing to promote
campaign evaluation promoter
campaign testing promotion
campaign turnover promotional action
caption promotional campaign
cartoons promotional costs
Cast promotional support
circulation publisher
classified advertisements publishing
Clip radio commercial
clipping agency ratings
Close-up readership
column recall
column width reportage
columnist sales incentive
commercial salesforce promotion
commercial break script
communication shop display
communication plan shop sign
comparative advertising shop window
complimentary copy short
consumer acceptance short commercial
consumer advertising sketch
consumer promotion sky-writing
copywriter slide
corporate advertising slogan
corporate campaign socio-economic groups
creative department sponsor
creativity to sponsor
Cross advertising sponsorship
daily paper spot
Direct advertising storyboard
door-to-door advertising strategic planning
economy size strengthening of the campaign
editor subheading
editorial advertising subliminal advertising
editorial article Subscriber
effective reach Subtitle
exhibitors' area support campaign
feedback supporting promotion
follow-on campaign Tabloid
follow-up campaign tailor-made promotion
frame target group
gag tax on advertising
gatefold technical magazine
graphic designer television audience measurement (TAM)
graphics test campaign
headline Testimonial
high circulation throwaway â flier
high-circulation weekly magazine tied-in advertising
house agency tied-in campaign
house magazine total ratings
household panel trade journal
image trade magazine
informative advertising transfer (GB) - decal (US)
insertion - advertisement transport advertising
inside cover TV network
in-store demo TV spot â commercial
in-store promotion Visual
jingle visual appeal
key-account manager visual proposal
large print run to Visualize
layout Visualizer
leaflet (GB) - folder (US) window bill
leit motiv window display
lettering window streamer
local advertising window-dresser
magazine circulation Zaping
mail advertising
A
Accordian insert
An ad inserted in a magazine, folded with an accordian-style fold.
Acetate
Transparent plastic sheet frequently used for overlays in ad layouts.
Ad copy
The printed text or spoken words in an advertisement.
Adjacencies
Time periods immediately before and after a television program, normally used as a commercial break between programs.
Adnorm
A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average.
Advance premium
A premium provided to a consumer, on the condition of some later purchase.
Advertiser
The manufacturer, service company, retailer, or supplier who advertises their product or service.
Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63-77.)
Advertising allowance
Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising.
Advertising budget
Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget.
Advertising elasticity
The relationship between a change in advertising budget and the resulting change in product sales.
Advertising page exposure
A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad.
Advertising plan
An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.
Advertising research
Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.
Advertising specialty
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.
Advertorial
An advertisement that has the appearance of a news article or editorial, in a print publication. See Infomercial, below.
Advocacy advertising
Advertising used to promote a position on a political, controversial or other social issue.
Agency commission
The agency's fee for designing and placing advertisements. Historically, this was calculated as 15 percent of the amount spent to purchase space or time in the various media used for the advertising. In recent years the commission has, in many cases, become negotiable, and may even be based on some measure of the campaign's success.
AIDA
Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc.
Aided recall
A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.
Airbrush
An artist's technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a model's skin.
Ala carte services
Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase.
Answer print
The final edited version (print) of a television commercial, for approval by the client. It may still need color correction, etc.
Appeal
The advertisement's selling message.
Arbitron
Television and rating rating service that publishes regular reports for selected markets.
Art proof
The artwork for an ad, to be submitted for client approval.
Artwork
The visual components of an ad, not including the typeset text.
Audience
The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material conveyed by that vehicle.
Audience duplication
The number of people who saw or heard more than one of the programs or publications in which an ad was placed.
Availability
Advertising time on radio or television that is available for purchase, at a specific time.
Average Audience (AA)
The number of homes or persons tuned to a television program during an average minute, or the number of persons who viewed an average issue of a print publication.
B
Back to back
Running more than one commercial, with one following immediately after another.
Bait advertising
Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised.
Barter
Exchanging merchandise, or something other than money, for advertising time or space.
Billboard
(1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of a television show.
Billings
Total amount charged to clients, including the agency commission, media costs, production costs, etc.
Blueline
A blue line drawn on a mechanical to indicate where a page will be cut.
Body copy
The text of a print ad, not including the headline, logo, or subscript material.
Brand manager
Person who has marketing responsibilities for a specific brand.
Brand name
Name used to distinguish one product from it's competitors. It can apply to a single product, an entire product line, or even a company.
Bridge
Transition from one scene to another, in a commercial or program.
Broadsheet
Standard size newspaper.
Broadside
A promotion that is printed on a single large sheet of paper, usually on only one side of the paper, as opposed to a tabloid or other off-size newspaper.
Bulldog edition
An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation newspaper.
Buried position
Placing an ad between other ads in a print publication, so that readers are less likely to see it.
Business-to-business advertising
Advertising directed to other businesses, rather than to consumers.
C
Camera-ready art
Artwork that is in sufficiently finished form to be photographed for printing.
Caption
(1) An advertisement's headline; (2) The text accompanying an illustration or photograph.
Car card
A poster placed in buses, subways, etc. Also called a Bus card.
Card rate
Media rates published by a broadcast station or print publication on a "rate card." This is typically the highest rate charged by a vehicle.
Category development index (CDI)
A comparison of the percent of sales of a product category in a market, to the percent of population in that market.
Channels of distribution
The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc.
Circulation
Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster. This term sometimes is used for broadcast, as well, but the term "audience" is used more frequently.
Classified advertising
Print advertising that is limited to certain classes of goods and services, and usually limited in size and content. CLASSIFIED AD â A brief listing appearing in a periodical of items for sale and/or services offered, usually arranged by category. Motto Advertising has extensive experience in writing and inserting effective classified ads in newspapers, magazines, on television and the internet.
Client
The ad agency's term for the advertisers it represents.
Closing date
The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.
Clutter
When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer's or listener's attention.
Coincidental survey
A survey of viewers or listeners of broadcast programming, conducted during the program.
Collateral materials
Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered "collateral" to the sales message delivered by the sales person.
Collectibles
A type of premium that consumers may desire to have as a part of a greater collection of similar goods.
Color proof
An early full-color print of a finished advertisement, used to evaluate the ad's final appearance.
Color separation
A full-color ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors.
Column inch
A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.
Commercial advertising
Advertising that involves commercial interests rather than advocating a social or political cause.
Communication process
A description or explanation of the chain-of-events involved in communicating information from one party to another.
Comparative advertising
An advertising appeal that consists of explicitly comparing one product brand to a competitive brand.
Competition-oriented pricing
A pricing strategy that is based upon what the competition does.
Competitive parity
A method of determining an advertising budget, designed to maintain the current "share of voice."
Comprehensive layout
A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look.
Consumer advertising
Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer.
Consumer behavior
Study of how people behave when obtaining, using, and disposing of products (and services).
Consumer stimulants
Promotional efforts designed to stimulate short-term purchasing behavior. Coupons, premiums, and samples are examples of consumer stimulants.
Consumerism
(1) Advocating the rights of consumers, as against the efforts of advertisers, (2) The emphasis of advertising and marketing efforts toward creating consumers. These two definitions are almost opposite in meaning, but the former is commonly used today, while the latter was common prior to the 1970s.
Continuity
Scheduling advertisements to appear at regular intervals over a period of time.
Continuous advertising
Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or service, so that consumers are constantly reminded of the brand.
Continuous tone art
Where a photograph or other art depicts smooth gradations from one level of gray to another.
Controlled (qualified) circulation
Publications, generally business-oriented, that are delivered only to readers who have some special qualifications. Generally, publications are free to the qualified recipients.
Copy
All spoken words or written text in an advertisement.
Copy testing
Research to determine an ad's effectiveness, based on consumer responses to the ad.
Corporate advertising campaign
A campaign that promotes a corporation, rather than a product or service sold by that corporation.
Corrective advertising
Advertisements or messages within advertisements, that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers' mistaken impressions created by prior advertising.
Cost efficiency
For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price.
Cost per inquiry
The cost of getting one person to inquire about your product or service. This is a standard used in direct response advertising.
Counter advertising
Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that might be made by another party's advertising.
Coverage
A measure of a media vehicle's reach, within a specific geographic area.
Creative strategy
An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a "copy platform."
Creatives
The art directors and copywriters in an ad agency.
Cutting
A film editing technique that creates a quick transition from one scene to another.
D
Dailies
Also called rushes, this refers to unedited film. These are called Dailies because the film typically is viewed from a single day's shooting, even if the final commercial or program will take many days or weeks of shooting.
DAGMAR
This refers to a process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.
Day-after recall test
A research method that tests consumers' memories the day after they have seen an ad, to assess the ad's effectiveness.
Daypart
Broadcast media divide the day into several standard time periods, each of which is called a "daypart." Cost of purchasing advertising time on a vehicle varies by the daypart selected.
Decay constant
An estimate of the decline in product sales if advertising were discontinued.
Deceptive advertising
FTC definition: A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material. See Materiality, below.
Demographic segmentation
Dividing consumers into groups based on selected demographics, so that different groups can be treated differently. For example, two advertisements might be developed, one for adults and one for teenagers, because the two groups are expected to be attracted to different types of advertising appeal. See Demographics, below.
Demographics
Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. See Psychographics, below.
Depth interview
A method of research, whereby a trained interviewer meets with consumers individually and asks a series of questions designed to detect attitudes and thoughts that might be missed when using other methods.
Direct house
An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than through retailers.
Direct mail
Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.
Direct marketing
Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.
Direct response
Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other means of communication. Some practitioners use this as a synonym for Direct Marketing.
Directory advertising
Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek.
Display advertisement
(1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone, such as window sign.
Dissolve
Fading from one scene to another in a film or television production.
Distributor
A company or person that distributes a manufacturer's goods to retailers. The terms "wholesaler" and "jobber" are sometimes used to describe distributors.
Door-opener
A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch.
Duplicated audience
That portion of an audience that is reached by more than one media vehicle.
E
Earned rate
A discounted media rate, based on volume or frequency of media placement.
End-user
The person who actually uses a product, whether or not they are the one who purchased the product.
Eighty-twenty rule
A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers.
Exposure
Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it.
Eye tracking
A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.
F
Facings
Refers to the number of billboards used for an advertisement.
Factory pack
A premium attached to a product, in or on the packaging.
Family brand
A brand name that is used for more than one product, i.e., a family of products.
Fixed-sum-per-unit method
A method of determining an advertising budget, which is based directly on the number of units sold.
Flat rate
A media rate that allows for no discounts.
Flighting
A media schedule that involves more advertising at certain times and less advertising during other time periods.
Focus group interview
A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.
Four Ps
Stands for Product, Price, Place (i.e., distribution), and Promotion. This is also known as the Marketing Mix, see below.
Four-color process
A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a full-color print.
Franchised position
An ad position in a periodic publication (e.g., back cover) to which an advertiser is given a permanent or long-term right of use.
Frequency
(1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time period. (2) The position of a television or radio station's broadcast signal within the electromagnetic spectrum.
Fringe time
A time period directly preceding and directly following prime time, on television.
Full position
An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.
Full-service agency
An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing.
G
Galley proof
A typeset copy of an ad or editorial material, before it is made into pages for final production.
Guaranteed circulation
A media rate that comes with a guarantee that the publication will achieve a certain circulation.
Generic brand
Products not associated with a private or national brand name.
Green advertising
Advertising that promotes a product or service's ability to help or, more likely, not hurt the environment.
Gross audience
The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.
Gross impressions
Total number of unduplicated people or households represented by a given media schedule.
Gross rating points (GRPs)
Reach times average frequency. This is a measure of the advertising weight delivered by a vehicle or vehicles within a given time period.
H
Hierarchy-of-effects theory
A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product).
Hologram
A three-dimensional photograph or illustration, created with an optical process that uses lasers.
Horizontal discount
A discount on a media purchase resulting from a promise to advertise over an extended period of time.
Horizontal publications
Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
I
ID
Station identification during a commercial break in a television or radio program.
Image advertising
Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., "This is a woman's cigarette"). .
Imprinted product
A promotional product, this is a product with a company logo or advertising message printed on it.
In-pack premium
A premium included in the packaging of another product (e.g., buy a can of shaving cream and get a free razor in the same package). The term Package enclosure is also used.
Incentive catalog company
A company that creates an incentive program for sales people, and provides them with a catalog from which they can select their prize or premium.
Independent contractor
A person who is hired by a company, but works for himself/herself. The company is a client, rather than an employer.
Independent station
A broadcast station that is not affiliated with a national network of stations.
Industrial advertising
A form of business-to-business advertising (see above), this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
Inquiries
Consumer response to a company's advertising or other promotional activities, such as coupons. Used for measuring the effectiveness of some promotions.
Insert
An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-standing insert, above.
Insertion
Refers to an ad in a print publication.
Insertion order
An agency or advertiser's authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.
Institutional advertising
Advertising to promote an institution or organization, rather than a product or service, in order to create public support and goodwill.
Integrated Marketing Communication (IMC)
A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion, public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation.
Intensive distribution
Distributing a product through a wide variety of outlets.
International advertising
Advertising a product or service in a country other than where it originates.
J
Jingle
A short song, usually mentioning a brand or product benefit, used in a commercial.
K
Keeper
A premium used to induce a consumer to take some action, such as completing a survey or trying a product.
L
Layout
A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad.
Leave-behind
A premium left with prospective customers by a sales person, to remind them of the product or service being sold.
Lifestyle segmentation
Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.
Local advertising
(1) Advertising to a local merchant or business as opposed to regional or national advertising. (2) Advertising placed at rates available to local merchants.
Local rate
An advertising rate charged to a local advertiser , typically a retailer, by local media and publications, as distinguished from a national rate that is charged to a national advertiser, typically a manufacturer.
Logotype (logo)
A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.
Lottery
A scheme in which making a required purchase gives a person a chance to win a prize which is awarded at random, usually through an electronic drawing. Lotteries may not be used as promotion devices under U.S. laws.
M
Macromarketing
A type of marketing in which a company adapts itself to uncontrollable factors within the industry.
Mail-in premium
A premium obtained by mailing in a suitable response to the manufacturer or distributor, with or without money.
Mail-order advertising
Advertising which supplies paperwork for the purpose of soliciting a purchase made through the mail.
Make good
(1) To present a commercial announcement after it âs scheduled time because of an error. (2) To rerun a commercial announcement because of technical difficulties the previous time it was run. (3) To rerun a print advertisement due to similar circumstances.
Marginal analysis
Technique of setting the advertising budget by assuming the point at which an additional dollar spent on advertising equals additional profit.
Market profile
A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.
Market segmentation
To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.
Market share
The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company.
Marketing firm
A business that affects the distribution and sales of goods and services from producer to consumer; including products or service development, pricing, packaging, advertising, merchandising, and distribution.
Marketing mix
The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results.
Marketing research
The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.
Master tape
An edited audio tape or video tape to be recorded on quantity prints or dubs.
Mechanical (paste-up)
A finished layout that is photographed for offset printing.
Media dominance theory
Technique of scheduling media that involves buying a large amount of space in one medium, and shifting to another medium after achieving optimum coverage and frequency.
Media plan
A plan designed to select the proper demographics for an advertising campaign through proper media selection.
Media strategy
A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.
Medium (plural, Media)
A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include television, cable television, magazines, radio, billboards, etc.
Merchandising the advertising
The promoting of a firmâs advertising abilities to distributors.
Micromarketing
The activities a firm practices in order to react controllably to external forces, e.g., setting objectives and selecting target markets.
Milline rate
Used to determine the cost effectiveness of advertising in a newspaper; reached by multiplying the cost per agate line by one million, then dividing by the circulation. Also referred to as Milline.
Motivation research
Used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences.
N
National advertising
Advertising which is aimed at a National Market, as opposed to Local Advertising.
National brand
A nationally distributed product brand name. May also be distributed regionally or locally.
Near-pack (Near Pack Premium)
An item offered free or at a discount with the purchase of another product. The item can be positioned close to but may not touch the purchased product. A type of product promotion.
Negative
Developed film that contains an image that has reversed shadows and light areas.
Net cost
The costs associated with services rendered by an advertising agency excluding the agency commission.
Net unduplicated audience
The combined cumulative audience exposed to an advertisement.
Network
A national or regional group of affiliated broadcast stations contractually bound to distribute radio or television programs for simultaneous transmission.
Network option time
Programming time the network controls on each of its affiliate stations. Also referred to as network time.
Newsprint
A soft, course wood pulp paper used in printing newspapers.
Noncommercial advertising
Radio and television advertising that is designed to educate and promote ideas or institutions, e.g., public service announcements.
O
On-pack (On-pack Premium)
Used to promote sales of a product. Discount coupons or gifts that are attached to or accompany the product to be purchased.
Open end
(1) Time left at the end of a commercial or program which is provided for the use of local advertising or station identification. (2) A radio or television program with no specific time to end.
Out-of-home advertising
Exposure to advertising and mass media away from one's home. Included are outdoor, point-of-purchase, and radio.
Outdoor advertising
Any outdoor sign that publicly promotes a product or service, such as billboards, movie kiosks, etc.
Overrun
Additional numbers of a print vehicle that are produced in excess of those needed for distribution. Overruns may take place to meet unexpected needs or demands.
P
Package
(1) A combination of programs or commercials offered by a network that is available for purchase by advertisers either singly or as a discounted package deal. (2) A merchandise enclosure or container.
Package insert
Separate advertising material included in merchandise packages that advertises goods or services; also referred to as Package Stuffer.
Painted bulletin
A freestanding steel or wooden structure, approximately 50' wide by 15' high, with molding around the outer edges similar to a poster panel, and including a hand painted copy message. Bulletins are generally found near highways or roofs of buildings in high traffic areas.
Panels
This includes regular and illuminated types of outdoor advertising. A regular panel is only seen during the daytime, while an illuminated panel is seen also from dusk until dawn.
Participation
Announcements made inside the context of a program as opposed to those shown during station breaks. (2) An announcement or amount of broadcasting time which is shared by several advertisers.
Pass-along readers
A reader which becomes familiar with a publication without the purchase of a publication. These readers are taken into account when calculating the total number of readers of a publication.
Payout planning
Approach to advertising budgeting in which the dollars spent to advertise are represented as an investment toward sales and profits.
Personal selling
Sales made through a medium of face-to-face communication, personal correspondence, or personal telephone conversation, etc.
Persuasion process
The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion.
Photoboards
A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or client.
Photocomposition
A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also referred to as Cold type.
Picture window
An ad layout in which the picture is placed at the top of the page, and the copy is placed below.
Positive
A photographic image which appears as the original image, as opposed to a negative which reverses the black and white.
Poster panel
An outdoor billboard in which advertising is displayed on printed paper sheets rather than being painted. The most widely used form of outdoor advertising; standard size approximately 25' x 12' with the image printed on sections of 24 to 30 sheets.
Premium
An item, other than the product itself, which is offered free or at a nominal price as an incentive to purchase the advertised product or service.
Preprint
A reproduction of an advertisement which is viewed before actual publication and is created by an advertiser for special purposes, e.g., to serve as retail displays or to gain support from retailers.
Pretesting
Testing an advertisement or an audience sample prior to placing the ad in the media.
Primary demand advertising
Advertising designed for the generic product category, as opposed to selective demand advertising.
Prime time
The broadcast periods viewed or listened to by the greatest number of persons and for which a station charges the most for air time. In television, the hours are usually 8:00 p.m. to 11:00 p.m. E.S.T. (7:00 p.m. to 10:00 p.m. C.S.T.).
Private brand
Product brand owned by a retailer, wholesaler, dealer, or merchant, as opposed to a manufacturer or producer, and bearing it's own company name or another name it owns exclusively. Also referred to as Private label.
Prize
Barters of merchandise given as prizes on television or radio shows in return for mentions of the brand names of the merchandise donated.
Product differentiation
Developing unique product differences with the intent to influence demand.
Product life cycle
A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline.
Product management
Assigning specific products or brands to be managed by single managers within an advertising agency.
Product positioning
The consumer perception of a product or service as compared to it's competition.
Product-related segmentation
A method of identifying consumers by the amount of product usage, usually categorized demographically or psychographically.
Production
Process of physically preparing the advertising idea into a print or broadcast advertisement.
Professional advertising
Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers.
Promotion
All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc.
Promotional mix
Using several different types of communication to support marketing goals which include Advertising (see above), Personal selling (see above), Publicity (see above), and Sales promotions (see below).
Promotional product
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called an Advertising Specialty.
Proof
An impression on paper of type, an engraving or the like, for the purpose of checking the correctness and quality of the material to be printed.
Public relations (PR)
Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.
Public relations advertising
Advertising by a corporation that focuses on public interest but maintains a relationship to the corporation's products or agencies.
Public service advertising (PSA)
Advertising with a central focus on public welfare, and is generally sponsored by a non-profit institution, civic group, religious organization, trade association, or political group.
Publicity
A type of public relations in the form of a news item or story which conveys information about a product, service, or idea in the media.
Pupilometrics
A method of advertising research in which a study is conducted on the relationship between a viewer's pupil dilation and the interest factor of visual stimuli.
Psychological segmentation
The separation of consumers into psychological characteristic categories on the basis of standardized tests.
Q
Qualitative research
A method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups.
Quantitative research
A method of advertising research that emphasizes measurement of incidence of consumer trends within a population.
R
Random sample
A sample taken from any given population in which each person maintains equal chances of being selected.
Rate
(1) The amount charged by a communications medium to an advertiser based on per unit of space or time purchased. The rate may vary from national to local campaigns, or may be a fixed rate. (2) To estimate a particular mediaâs audience size based on a research sample.
Rating point
(1) In television, one percentage of all TV households who are viewing a particular station at a given time. (2) In radio, one percentage of all listeners who are listening to a particular station at a given time. Both instances vary depending on time of day.
Reach
(1) The estimated number of individuals in the audience of a broadcast that is reached at least once during a specific period of time. (2) Also applies to Outdoor advertising audiences.
Readership
(1) The total number of readers of a publication (includes Primary and Pass-along readers). (2) The percentage of people that can recall a particular advertisement, aided or unaided.
Recognition
(1) Formal acknowledgment given by a communications medium to an advertising agency to recognize that agency as being bona fide, competent, and ethical; therefore, entitled to discounts. (2) The ability of research subjects to recall a particular ad or campaign when they see or hear it.
Reference group
A group of people or organization of which an individual respects, identifies with, or aspires to join, e.g., membership or associative groups.
Referral premium
A premium offered to customers for helping sell a product or service to a friend or acquaintance.
Register marks
Indicator symbols located in the margins of negatives to be used as guides for perfect registration.
Renewal rate
The percentage of individuals that renew their print media subscriptions to extend beyond the previous expiration date.
Resolution
Refers to the clarity of a television image as received by a set.
Retail advertising
Advertising which promotes local merchandisers' goods and services. Also referred to as Local Advertising.
Retail trading zone
Defined by the Audit Bureau of Circulation as the area beyond an urban area whose residents regularly trade with retail merchants within the urban area.
Rough
An unfinished layout of an ad which shows only a general conception to be presented for analysis, criticism, and approval.
Rough cut
A preliminary arrangement of film or tape shots that are roughly edited together without voice-over or music to serve purpose in the early stages of editing.
Run-of-press (ROP)
A newspaper publisher's option to place an ad anywhere in the publication that they choose, as opposed to Preferred position. Also referred to as Run-of paper.
Run-of-schedule (ROS)
A station's option to place a commercial in any time slot that they choose.
Rushes
Rough, unedited prints of a commercial to be used for editing purposes. Also referred to as dallies.
S
Sales promotion
Marketing activities that stimulate consumer purchasing and dealer effectiveness through a combination of personal selling, advertising, and all supplementary selling activities.
Sales-response function
Refers to the effect of advertising on sales.
Scanners
An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for interpreting documents, invoices, bar-codes, and photos for use in Color separations.
Scene setting
The process of using realistic sounds to stimulate noise in backgrounds during radio production such as car horns, sirens, recorded laughter, etc.
Screen
(1) A printing process in which a squeegee forces paint or ink through a screen which is decorated with stenciled designs onto the paper. (2) The surface onto which an image of a slide or television picture is shown.
Seasonality
The variation in sales for goods and services throughout the year, depending on the season, e.g. hot chocolate is advertised more in the winter, as opposed to summer months.
Seasonal rating adjustments
In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays.
Selective demand advertising
Advertising which promotes a particular manufacturer's brand as opposed to a generic product. See Primary demand.
Selective distribution
Allows manufacturers to maintain more control over the way their products are sold and discourages price competition among sellers of the products by distributing their products only to those wholesalers and retailers who follow the manufacturer's guidelines.
Semiotics
Refers to theories regarding symbolism and how people glean meaning from words, sounds, and pictures. Sometimes used in researching names for various products and services.
Share-of-audience
The percent of audiences that are tuned into a particular medium at a given time, e.g. the number of people watching television between the hours of 8:00 p.m. to 11:00 p.m.
Signature
(1) A musical theme associated with a television program, radio show, or a particular product or service. Also referred to as a Theme song. (2) Single printing sheet which folds into 4, 8, 12, 16, and so on pages to be gathered and bound to form a part of a book, or pamphlet.
Slotting allowances
Fees paid by a manufacturer to a retailer for the retailer's shelf space.
Specialty advertising
This is the older term used for Promotional products (see above). It remains a commonly used term by many companies.
Speculative (spec) sample
A sample promotional product, with the prospective buyer's imprint on it, produced with the hope that the customer will purchase it.
Strategic planning
Determination of the steps required to reach an objective of achieving the optimum fit between the organization and the marketplace.
Supplementary media
Non-mass media vehicles that are used to promote products, e.g., Point-of-purchase advertising.
Supplier
Companies that sell goods or services to an advertising agency for their use in constructing advertisements, e.g., design studios, color houses, printers, and paper producers.
Sweeps
Refers to a time during the months of November, March, and May, when both Nielson and Arbitron survey all local market broadcast media for the purpose of rating the stations and their programming.
Syndicated program
A television or radio program that is distributed in more than one market by an organization other than a network.
T
Tabloid
A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14" high by 12" wide.
Tachistoscope testing
A method used in advertising and packaging recall tests. Used to measure a viewer's recognition and perception of various elements within an ad by using the different lighting and exposure techniques of a Tachistoscope - a device that projects an image at a fraction of a second.
Tag line
A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
Target audience
A specified audience or demographic group for which an advertising message is designed
Target market
A group of individuals whom collectively, are intended recipients of an advertiser's message.
Teaser campaign
An advertising campaign aimed at arousing interest and curiosity for a product.
Telemarketing
The use of the telephone as a medium to sell, promote, or solicit goods and services.
Thumbnail
A rough, simple, often small sketch used to show the basic layout of an ad.
Trade advertising
Advertising designed to increase sales specifically for retailers and wholesalers.
Trade name
The name under which a company operates.
Trade stimulants
Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.
Trademark
Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
Transit advertising
Advertising that appears on public transportation or on waiting areas and bus stops.
Transparency
A positive, color photographic image on clear film.
Turnover
The rate of audience change for a specific program during a specific amount of time.
U
Unfair advertising
Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair advertising that falls within a very specific legal definition.
Unique selling proposition
The unique product benefit that the competition can not claim.
Utility
The value a consumer receives from a product's design.
V
Values and lifestyles (VALS) research
A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics.
Vehicle
A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would be magazines, while one vehicle would be Time magazine.
Vertical discount
A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one week.
Vertical publications
Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and Retail Baking Today.
Voiceover (VO)
The technique of using the voice of an unseen speaker during film, slides, or other voice material.
W
Waste circulation
(1) Advertising in an area where the product or service is not available or has no sales potential. (2) Persons in an advertiser's audience who are not potential consumers.
Wave scheduling
An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks off.
Wear out
The point reached when an advertising campaign loses it's effectiveness due to repeated overplay of ads.
Word painting
A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.
posted by Mehmet Atasagun at 7:31 ÖS
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