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Texas Advertising and Public Relations
Category: Management > Advertising
Date & country: 11/08/2008, US
Words: 204


AAAA
American Association of Advertising Agencies. An association whose members are ad agencies.

Acetate
Transparent plastic sheet frequently used for overlays in ad layouts.

Ad copy
The printed text or spoken words in an advertisement.

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.

Aided recall
A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.

Appeal
The advertisement's selling message.

Arbitron
Television and radio rating service that publishes regular reports for selected markets.

Audience duplication
The number of people who saw or heard more than one of the programs or publications in which an ad was placed.

Ben Day process
A shading or dot pattern on a drawing.

Billboard
(1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of a television show.

Blueline
A blue line drawn on a mechanical to indicate where a page will be cut.

Brand development index (BDI)
A comparison of the percent of a brand's sales in a market to the percent of the national population in that same market.

Brand manager
Person who has marketing responsibilities for a specific brand.

Broadsheet
Standard size newspaper.

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.

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.

CBBB
Council of Better Business Bureaus. A national organization of local business bureaus.

Chrome
A color photographic transparency.

Claymation
An animation method that uses clay figurines.

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.

Coated stock
Paper with a slick and smooth finish.

Collectibles
A type of premium that consumers may desire to have as a part of a greater collection of similar goods.

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.

Continuity
Scheduling advertisements to appear at regular intervals over a period of time.

Continuous tone art
Where a photograph or other art depicts smooth gradations from one level of gray to another.

Copy
All spoken words or written text in an advertisement.

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.

Creatives
The art directors and copywriters in an ad agency.

Crop
To eliminate or cut off specific portions of a photograph or illustration.

Cut
An antiquated term that refers to a photograph or illustration.

Cutting
A film editing technique that creates a quick transition from one scene to another.

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.

Decay constant
An estimate of the decline in product sales if advertising were discontinued.

Direct mail
Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.

Direct premium
A premium provided to the consumer at the same time as the purchase.

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.

Electric spectacular
Outdoor signs or billboards composed largely of lighting or other electrical components.

Envelope stuffer
A direct mail advertisement included with another mailed message (such as a bill).

Facings
Refers to the number of billboards used for an advertisement.

FCC
Federal Communications Commission. The federal agency responsible for regulating broadcast and electronic communications.

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.

FTC
Federal Trade Commission. The federal agency primarily responsible for regulating national advertising.

Galvanometer test
A research method that measures physiological changes in consumers when asked a question or shown some stimulus material (such as an ad).

Generic brand
Products not associated with a private or national brand name.

Gravure
A printing process that uses an etched printing cylinder.

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.

Guaranteed circulation
A media rate that comes with a guarantee that the publication will achieve a certain circulation.

Gutter
The inside margins of two pages that face each other in a print publication.

Holdover audience
The percent of a program's audience that watched or listened to the immediately preceding program on the same station. Also called Inherited audience (see below).

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.

Host/Hostess gift
A gift to a consumer who sponsors a sales demonstration party or meeting.

Households using television (HUT)
The number of households in a given market watching television at a certain time. This term is used by A.C. Nielsen.

ID
Station identification during a commercial break in a television or radio program.

Independent station
A broadcast station that is not affiliated with a national network of stations.

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.

Intaglio
A form of printing that results in a raised or engraved print surface.

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.

Kerning
Spacing between the letters of a word.

Lanham Act
Federal trademark law.

Leading
The space between lines of type.

List broker
An agent who sells lists of sales prospects.

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.

Loyalty index
Frequency of listenership of a particular broadcast station.

Macromarketing
A type of marketing in which a company adapts itself to uncontrollable factors within the industry.

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 ”s 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.

Master tape
An edited audio tape or video tape to be recorded on quantity prints or dubs.

Matte shot
A camera shot made with a matte or mask in part of the frame to allow another shot to be printed in the opaque area.

Mechanical (paste-up)
A finished layout that is photographed for offset printing.

Media buying service
Agency that specializes in the services of media buying.

Media concentration theory
Technique of scheduling media that involves buying space in one medium only and developing strength through concentration.

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.

Merchandising the advertising
The promoting of a firm`s advertising abilities to distributors.

NAB
National Association of Broadcasters. An association whose membership is largely composed of radio and television stations.

NAD
National Advertising Division of the Council of Better Business Bureaus. This organization serves as a major self-regulatory mechanism for 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.

Nielsen rating
A measurement of the percentage of U.S. television households tuned to a network program for a minute of its telecast.

Off card
Refers to advertising time sold at a rate that does not appear on the rate card.