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


Self-liquidating premium
A premium offer paid by the consumer whose total cost including handling fees are paid for in the basic sales transaction.

Self-mailer
A direct-mail piece in which no envelope or wrapper is required for mailing.

Semi-liquidator
A premium offer that is partially paid by the consumer as well as the manufacturer.

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.

Serif type
Short, decorative cross lines or tails at the ends of main strokes in some typefaces, such as Roman lettering.

Sets in use (SIU)
The percent of television sets that are tuned into a particular broadcast during a specific amount of time.

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.

Share-of-voice (SOV)


Shelf screamers (shelf talkers)
A printed advertising message which is hung over the edge of a retail store shelf, e.g. 'On Special,' or 'Sale item.'

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.

Silk screening
A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and onto the printing surface. Also referred to as Serigraphy.

Situation analysis
The gathering and evaluation of information to identify the target group and strategic direction of an advertising campaign.

Slicks
A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction.

Slotting allowances
Fees paid by a manufacturer to a retailer for the retailer's shelf space.

Soft sell
The technique of using low pressure appeals in advertisements and commercials.

Solid
An arrangement of type lines set vertically as closely as possible. Also referred to as solid set.

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.

Split run
Two or more different forms of an advertisement which are ran simultaneously in different copies of the same publication, used to test the effectiveness of one advertisement over another to appeal to regional or other specific markets.

Spot announcements
Commercial or public service announcements that are placed on television or radio programs.

Spot color
The technique of coloring for emphasis some areas of basic black-and-white advertisements, usually with a single color.

Spot television (or radio)
Time slots in geographic broadcast areas, purchased on a market-to-market basis rather than through a network.

Spread
Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.

Staggered schedule
A schedule of advertisements in a number of periodicals which have different insertion dates.

Starch Readership Service
A research organization (Starch INRA Hooper) that provides an advertisement's rank in issue and Starch scores.

Starch scores
A result of a method used by Daniel Starch and staff in their studies of advertising readership which include noted, or the percent of readers who viewed the tested ad, associated, or the percent of readers who associated the ad with the advertiser, and read-most, or the percent of readers who read half or more of the copy.

Step-and-repeat
A single image printed repeatedly in a pattern on a single sheet of paper.

Stet
A Latin term meaning 'let it stand,' which instructs a printer or typesetter to ignore an alteration called for in a proof.

Stop motion
A photographic technique in which inanimate objects appear to move.

Storyboard
A blueprint for a TV commercial which is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script.

Strategic planning
Determination of the steps required to reach an objective of achieving the optimum fit between the organization and the marketplace.

Stratified selection
An equally measured statistical sample which represents all the categories into which the population has been divided.

Stripping
Positioning film negatives or positives of copy and illustrations for the purpose of creating a printing plate for that ad or page. Also referred to as image assembly.

Subliminal persuasion
An advertising message presented below the threshold of consciousness. A visual or auditory message that is allegedly perceived psychologically, but not consciously. Also called Subception.

Superimposition (super)
A process in TV production where an image, words, or phrases are imposed over another image.

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.

Swatch proof
A sample of the material for a promotional product, with the customer's artwork printed on it in the specified colors.

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.

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.

Tear sheets
A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion. Also used to check color reproduction of advertisements.

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.

Theater testing
A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad.

Thumbnail
A rough, simple, often small sketch used to show the basic layout of an ad.

Time compression
A technique used in broadcast production to delete time from television commercials.

Tracking studies
A type of research study that follows the same group of subjects over an extended period of time.

Trade advertising
Advertising designed to increase sales specifically for retailers and wholesalers.

Trade character
People, characters, and animals that are used in advertising and are identified with the products, e.g. Jolly Green Giant and Tony the Tiger.

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.

Traffic builder
A promotional tactic using direct mail. Designed to draw consumers to the mailer's location.

Transit advertising
Advertising that appears on public transportation or on waiting areas and bus stops.

Transparency
A positive, color photographic image on clear film.

Transparent ink
Ink used in four color printing process that allows for colors underneath the ink to show through.

Trap
To combine different layers of colors in order to create various colors in the four color printing process.

Trim size
A size of a magazine or newspaper page after trimming.

Turnover
The rate of audience change for a specific program during a specific amount of time.

Type font
Refers to the complete alphabet for a specific typeface.

Typeface
A designed alphabet with consistent characteristics and attributes.

Typography
The designated setting of type for printing purposes.

Unaided recall
A research method in which a respondent is given no assistance in answering questions regarding a specific advertisement.

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.

Up-front buys
The purchasing of both broadcast and print early in the buying season.

Utility
The value a consumer receives from a product's design.

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.

Velox
A type of paper used for it's superior reproduction qualities.

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.

Vignette
(1) An illustration that has soft edges, often produced by using cutouts or masks. (2) A photograph or halftone in which the edges, or parts of, are shaded off to a very light gray.

Voice-pitch analysis (VOPAN)
An advertising research technique of analyzing a subject's voice during their responses, to test their feelings and attitudes about an ad.

Voiceover (VO)
The technique of using the voice of an unseen speaker during film, slides, or other voice material.

Wash drawings
Tonal drawing, similar to watercolor, intended for halftone reproduction.

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.

Weight
(1) An adjustment made in a survey sample to correct for demographic or geographic imbalances. (2) Number of exposures of an advertisement.

White space
Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc.

Wipe
A transition of scenes in a visual production where one image appears to wipe the previous one from the screen.

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.