Copy of `Texas Advertising and Public Relations`

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Texas Advertising and Public Relations
Category: Management > Advertising
Date & country: 11/08/2008, US
Words: 487


House agency
An advertising agency owned and operated by an advertiser, which handles the advertiser's account.

House organ
A publication owned and operated by an advertiser, and used to promote the advertiser's products or services.

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.

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.

Infomercial
A commercial that is very similar in appearance to a news program, talk show, or other non-advertising program content. The broadcast equivalent of an Advertorial (see above).

Inherited audience
Same as Holdover audience, above.

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.

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.

Island display
An in-store product display situated away from competing products, typically in the middle or at the end of an aisle.

Island position
A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no adjoining advertisements to compete for audience attention.

Jingle
A short song, usually mentioning a brand or product benefit, used in a commercial.

Jumble display
A mixture of products or brands on a single display, such as a clearance table.

Keeper
A premium used to induce a consumer to take some action, such as completing a survey or trying a product.

Kerning
Spacing between the letters of a word.

Lanham Act
Federal trademark law.

Layout
A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad.

Leading
The space between lines of type.

Leave-behind
A premium left with prospective customers by a sales person, to remind them of the product or service being sold.

Letterpress
A printing method that stamps ink onto paper, using raised lettering.

Lifestyle segmentation
Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.

Linage
Refers to the size of an ad, based on the number of lines of type taken up by the ad.

Line conversion
A high-contrast reproduction of an illustration, where all shading is reduced to either black or white.

List broker
An agent who sells lists of sales prospects.

Lithography
A printing method in which the printing and non-printing areas exist on the same plane, as opposed to a bi-leveled reproduction.

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.

Loss leader
A retail item advertised at an invitingly low price in order to attract customers for the purchase of other, more profitable merchandise.

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.

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-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 ”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.

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.

Materiality
The FTC theoretically will not regulate a deceptive advertisement unless the deceptive claim is also material. This means, in simple terms, that the claim must be important to consumers, rather than trivial. The FTC requires that the deception be likely to affect consumers' 'choice of, or conduct regarding, a product.'

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 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 firm`s advertising abilities to distributors.

Metropolitan Statistical Area (MSA)
An urban area with a population of at least 50,000 that is designated by the Office of Management and Budget for statistical reporting purposes and used in audience measurement studies. This is generally synonymous with the former term Standard Metropolitan Statistical Area.

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.

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.

NARB
National Advertising Review Board of the Council of Better Business Bureaus. When an alleged problem arises with an advertisement, and a satisfactory solution is not obtained via the NAD, above, the NARB acts in the capacity of an appeals board. It reviews the decision of the NAD, and passes judgment on it.

Narrowcasting
Using a broadcast medium to appeal to audiences with special interests. For example, the 'All Knitting Station' would be a narrowcast, because it appeals to an audience with a specific interest.

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.

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

Noncommercial advertising
Radio and television advertising that is designed to educate and promote ideas or institutions, e.g., public service announcements.

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

Offset lithography
A planographic printing process. A photographic image from a printing plate is transferred to a rubber blanket, which, in turn, transfers or prints the image onto the paper.

On-air tests
Tests recall among viewers of a commercial or program during a real broadcast of the tested communication.

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.

Opticals
Visual effects used to instill interest as well as portray mood and continuity to a commercial. Dissolves, Cross fades, and Montages are all opticals.

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.

Overlay
A transparent or opaque covering used to protect designs or layouts in the form of separate transparent prints that combine to form a finished design or graphic.

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.

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 enclosure
Same as In-pack premium, above.

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.

Pantone Matching System (PMS)
A system that precisely characterizes a color, so that a color can be matched, even by different printers. By knowing the Pantone color specifications, a printer does not even need to see a sample of the color in order to match it.