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| A County
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A definition used by the A. C. Nielsen Company to describe any county belonging to the 25 largest cities and consolidated urban areas in the U.S.
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| AAAA
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Please refer American Association of Advertising Agencies.
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| AAAA American Association Of Advertising Agencies
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A nonprofit trade association dedicated to improving and strengthening the advertising agency business. Please refer www.aaaa.org for more information.
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| AAF
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Please refer American Advertising Federation.
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| Abandon
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When a user leaves a shopping cart with something in it prior to completing the transaction.
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| ABC
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Please refer Audit Bureau of Circulations.
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| ABC
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Audit Bureau of Circulation, an organization supported by publishers, advertisers, and their agencies to certify circulation statements of magazines and newspapers. .
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| Abort
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When a Web server does not successfully transfer a unit of content or ad to a browser. This is usually caused by a user hitting the stop button, the ESC key, or clicking on another link prior to the completion of a download.
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| Above The Fold
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In web advertising, an ad placed on a web page in such a way that you do not need to scroll horizontally or vertically to view it.
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| Above The Fold
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The top 1/3 area of the email message, which first appears when the message is opened.
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| Absolute Costs
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The actual total cost of placing an ad in particular media vehicle.
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| Access Period
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Television time period (7:308:00pm ETZ) returned to the local stations by the networks under a 1970 FCC ruling.
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| Accordion Insert
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An ad inserted in a magazine, folded with an accordionstyle fold.
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| Account
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The relationship between agency and client - an account may cover one campaign or many years of advertising, and may include all the products marketed by a client or just one
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| Account
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The relationship between agency and client - an account may cover one campaign or many years of advertising, and may include all the products marketed by a client or just one
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| Account
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Money that youdepositin the credit union. You can withdraw money from your account as needed.
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| ACCOUNT
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A term commonly used within the advertising business to refer to the corporate entity employing an advertising agency. MJM's account roster includes a wide variety of businesses and service organizations.
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| Account
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The term account refers to the client / employer of the ad agencya business entity, organization or a corporate that employs the advertising agency.
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| ACCOUNT COORDINATOR
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The advertising agency employee responsible for much of the day-to-day business of servicing an account. Motto Advertising takes pride in the expertise and dedication of our account coordinators, who assist account executives and oversee traffic, production and media scheduling within the agency.
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| Account Executive
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A professional who represents the advertising agency to its clients. He / she is the link between the ad agency and the organization hiring the agency.
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| ACCOUNT EXECUTIVE (A/E)
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The agency employee responsible for a client’s marketing and administrative efforts. At Motto Advertising, account executives deal directly with the client, vendors and the media. Our AE’s are all highly experienced and have more autonomy than at most other agencies.
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| Account Executive AE
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The liaison between the agency and the client. The account executive is responsible both for managing all the agencys services for the benefit of the client and for representing the agencys point of view to the client.
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| Account Executives
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The individual who serves as the liaison between the advertising agency and the client. The account executive is responsible for managing all of the services the agency provides to the client and representing the agencys point of view to the client.
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| Account Planning
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A hybrid discipline that bridges the gap between traditional research, account management, and creative direction whereby agency people represent the view of the consumer in order to better define and plan the clients advertising program.
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| Accounting Standards
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Rules that govern the practice of accounting. The standards are legally binding.
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| Accumulation
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An audiencecounting method, where each person exposed to a specific vehicle is counted once within a certain time period.
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| Acetate
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Transparent plastic sheet frequently used for overlays in ad layouts.
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| Acquisition Marketing
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Marketing to those who are NOT existing clients/customers and prospects, with the goal of acquiring or adding them as a new client/customer or prospect. Opposite of Retention Marketing.
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| Acquisitions
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When a company actively seeks to purchase another business, usually through buying a controlling interest in its shares, to facilitate growth and expansion.
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| Acrobat
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Acrobat is part of a set of applications developed by Adobe to create and view PDF files. Acrobat is used to create the PDF files, and the freeware Acrobat Reader is used to read the PDF files
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| Acronym
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A shortcut version for a longer name, usually referred to by initials, e.g. ANZ for the historical name Australia and New Zealand Banking Group Ltd.
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| Action Advertising
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Advertising intended to bring about immediate action on the part of the reader or viewer.
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| ACTION CARDS
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A mail-order device in which a set of postcards with order forms and return addresses for a variety of products and companies is wrapped in plastic and sent to demographically and/or psychographically selected potential customers.
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| Action Oriented
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A television programming type designed to attract younger male audiences. Police and adventure stories, such as Adam 12 or Hawaii 50, are examples of the genre.
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| Action Programs
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Please refer tactics.
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| Activity Audit
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Independent verification of measured activity for a specified time period. Some of the key metrics validated are ad impressions, page impressions, clicks, total visits and unique users. An activity audit results in a report verifying the metrics. Formerly known as a count audit.
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| Actual Consumers
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The people in the real world who comprise an ads target audience. They are the people to whom the sponsors message is ultimately directed.
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| Actuaries
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Insurance experts who calculate risks and premiums.
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| Ad Agency
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An independent entity that works for various clients and helps them in promoting their brand by designing and creating attention grabbing advertisements and campaigns. Also handles other promotional work for the client.
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| Ad Audience
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The number of unique users exposed to an ad within a specified time period.
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| Ad Banner
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A graphic image or other media object used as an advertisement. Please refer iab.net for voluntary guidelines for banner ads.
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| Ad Blocker
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Software on a users browser which prevents advertisements from being displayed.
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| Ad Campaign Audit
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An activity audit for a specific ad campaign.
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| Ad Centric Measurement
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Audience measurement derived from a thirdparty ad servers own server logs.
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| Ad Click
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A measurement of the userinitiated action of responding to (such as clicking on) an ad element causing a redirect to another Web location or another frame or page within the advertisement. There are three types of ad clicks: 1) clickthroughs; 2) inunit clicks; and 3) mouseovers. Ad clickthroughs should be tracked and reported as a 302 redirect at the ad server and should filter out robotic activity.
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| Ad Click Rate
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Ratio of ad clicks to ad impressions.
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| Ad Copy
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The printed text or spoken words in an advertisement.
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| Ad Display/Ad Delivered
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When an ad is successfully displayed on the users computer screen.
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| Ad Download
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When an ad is downloaded by a server to a users browser. Ads can be requested, but aborted or abandoned before actually being downloaded to the browser, and hence there would be no opportunity to please refer the ad by the user.
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| Ad Impression
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1) An ad which is served to a users browser. Ads can be requested by the users browser (referred to as pulled ads) or they can be pushed, such as emailed ads; 2) a measurement of responses from an ad delivery system to an ad request from the users browser, which is filtered from robotic activity and is recorded at a point as late as possible in the process of delivery of the creative material to the users browsertherefore closest to the actual opportunity to please refer by the user. Two methods are used to deliver ad content to the usera) serverinitiated and b) clientinitiated. Serverinitiated ad counting uses the publishers web content server for making requests, formatting and redirecting content. Clientinitiated ad counting relies on the users browser to perform these activities. For organizations that use a serverinitiated ad counting method, counting should occur subsequent to the ad response at either the publishers ad server or the web content server. For organizations using a clientinitiated ad counting method, counting should occur at the publishers ad server or thirdparty ad server, subsequent to the ad request, or later, in the process. Please refer iab.net for ad campaign measurement guidelines.
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| Ad Impression (Ad View)
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The number of times an advertisement is display or viewed by browsers.
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| Ad Impression Ratio
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Clickthroughs divided by ad impressions. Please refer click rate.
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| Ad Insertion
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When an ad is inserted in a document and recorded by the ad server.
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| Ad Inventory
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The number of page views a site has available for advertising.
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| Ad Materials
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The creative artwork, copy, active urls and active target sites which are due to the seller prior to the initiation of the ad campaign.
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| Ad Network
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An aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the web sites within the network.
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| Ad Recall
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A measure of advertising effectiveness in which a sample of respondents are exposed to an ad and then at a later point in time are asked if they recall the ad. Ad recall can be on an aided or unaided basis. Aided ad recall is when the respondent is told the name of the brand or category being advertised.
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| Ad Request
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An opportunity to deliver an advertising element to a website visitor.
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| Ad Request
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The request for an advertisement as a direct result of a users action as recorded by the ad server. Ad requests can come directly from the users browser or from an intermediate internet resource, such as a web content server.
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| Ad Serving
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The delivery of ads by a server to an end users computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a web publisher, or by a thirdparty ad server. Ads can be embedded in the page or served separately.
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| Ad Space
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The location on a page of a site in which an advertisement can be placed. Each space on a site is uniquely identified. Multiple ad spaces can exist on a single page.
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| Ad Space
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Refers to the space on a web page that is used for placing and showing ads.
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| Ad Stream
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The series of ads displayed by the user during a single visit to a site (also impression stream).
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| Ad Transfers
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The successful display of an advertisers Web site after the user clicked on an ad. When a user clicks on an advertisement, a clickthrough is recorded and redirects or transfers the users browser to an advertisers Web site. If the user successfully displays the advertisers Web site, an ad transfer is recorded.
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| Ad View
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When the ad is actually seen by the user. Note this is not measurable today. The best approximation today is provided by ad displays.
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| Ad Views
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The number of times an advertisement is shown.
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| Ad Window
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Separate from the content window.
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| Ad/advertisement
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A commercial message targeted to an advertisers customer or prospect.
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| Ad/Banner Management Software
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Software or a web-based service that send ad images to the users computer and carefully tracks the number of impressions and clicks.
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| Adacard
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A perforated, tearoff coupon attached to ads in Sunday comics and supplements.
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| Added Value Affiliates
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Provide a valueadded service to visitors in addition to affiliate links and affiliate content.
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| Address
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A unique identifier for a computer or site online, usually a URL for a Web site or marked with an @ for an email address. Literally, it is how one computer finds the location of another computer using the Internet.
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| Adds Value
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How a department, function or individual contributes to the business, in order to achieve company goals or increase profit.
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| ADI
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Area of Dominant Influences, arbs definition of the exclusive geographic area consisting of all counties in which the Home Market Stations receive a preponderance of total viewing hours. Equivalent in concept (though not necessarily in county roster) to Nielsens Designated Market Area.
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| Adjacencies
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Time periods immediately before and after a television program, normally used as a commercial break between programs.
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| Adjacencies
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Commercial spots purchased from local television stations that generally appear during the time periods adjacent to network programs.
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| Adjacency
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A commercial time slot immediately before or after a specific program.
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| Adjacency
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An announcement between two programs.
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| Adnorm
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A measure of readership averages for print publications over a twoyear period, used as a baseline for comparing specific ads to an average.
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| AdSense Link Clicking Bots
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Automated programs that try to spoof random IP addresses to click through adwords displayed on a site.
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| Adult Words
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Words that are censored by search engines. These include the fccs seven forbidden words. Search engines often maintain two databases, to allow a user to search all data or to filter offensive results.
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| Advance Premium
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A premium provided to a consumer, on the condition of some later purchase.
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| Advertise.
|
|
“It is now spoken with the accent on the last syllable; but appears to have been anciently accented on the second. 1. To inform another; to give intelligence; 2. To give notice on any thing by means of advertisement in the public prints.” – Samuel Johnson, A Dictionary of the English Language, 1755.
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| Advertisement
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According to the American Marketing Association, Chicago, Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor.
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| ADVERTISEMENT
|
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A paid public announcement appearing in the media.
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| Advertisement Click (Ad Click)
|
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The number of times an advertisement is clicked by a potential customer.
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| Advertiser
|
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The manufacturer, service, company, retailer, or supplier who advertises their product or service.
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| Advertiser
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The company paying for the advertisement.
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| Advertiser
|
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An individual or organization interested in running advertisement campaigns including banner, tile, email or sponsorship advertisements, for themselves or a client.
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| ADVERTISING
|
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Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action.
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| Advertising
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The structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.
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| Advertising
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Sales messages you Please refer in newspapers, magazines, and letters; on billboards, television, or the Internet; and you hear on the radio.Marketerspay for the space that carries their messages to you. The word ads is short for advertisements.
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| Advertising
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Mass communication or direct-to-purchaser communication that is non-personal and paid for by various firms, nonprofit organizations, and individuals identified in the advertising message who hope to inform or persuade members of a particular audience. There are a variety of other definitions, with subtle important distinctions. While the general public frequently views advertising as encompassing all forms of promotional communication, most advertising practitioners limit what they call advertising to paid communications conveyed by a mass medium. The latter definition distinguishes advertising from other forms of marketing communications, such as sales promotion, public relations, and direct marketing.
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| Advertising
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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), 6377.)
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| Advertising
|
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Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is typically done with signs, brochures, radio or TV commercials, direct mailings or email messages, personal contact and the like. Please refer also, brand awareness, promotion
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| Advertising
|
|
There are a variety of definitions, with subtle but important distinctions. While the general public frequently views advertising as encompassing all forms of promotional communication, most advertising practitioners limit it to paid communications conveyed by a mass medium. The latter definition distinguishes advertising from other forms of marketing communication, such as Sales Promotion, Public Relations, and Direct Marketing.
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| Advertising
|
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Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
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| Advertising Agency
|
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A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.
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| Advertising Agency
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An independent organization of creative people and businesspeople who specialize in developing and preparing advertising plans, advertisements, and other promotional tools for advertisers. The agency also arranges for or contracts for purchase of space and time in various media.
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| Advertising Allowance
|
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Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising.
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| Advertising Appeal
|
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The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.
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| Advertising Budget
|
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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.
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| Advertising Campaign
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A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
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| Advertising Creativity
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The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
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| Advertising Elasticity
|
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The relationship between a change in advertising budget and the resulting change in product sales
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| Advertising Elasticity
|
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The relationship between a change in advertising budget and the resulting change in product sales.
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| Advertising Elasticity.
|
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The relationship between percentage changes in advertising and unit sales. Thus, an elasticity of 0.1 means that if the expenditure on advertising for a brand went up by ten percent, unit sales would go up by one percent.
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| Advertising Impression
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Either a percentage of gross purchases or a flat fee paid to the retailer for advertising the manufacturers product.
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| Advertising Impression
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A possible exposure of the advertising message to one audience member; Please refer opportunitytoplease refer (OTS).
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| ADVERTISING MANAGER
|
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A client representative responsible for overseeing marketing efforts related to product, including budgeting, creative activities and liaison with agency.
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| Advertising Manager
|
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The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.
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| Advertising Message
|
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An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say itverbally or nonverbally.
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| Advertising Network
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The Internet equivalent of a media rep firm, ad networks act as brokers for advertisers and websites. Ad networks pool hundreds or even thousands of Web pages together and facilitate advertising across these pages, thereby allowing advertisers to gain maximum exposure by covering even the small sites.
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| Advertising Page Exposure
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A measure of the opportunity for readers to Please refer a particular print advertisement, whether or not that actually look at the ad.
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| Advertising Plan
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The plan that directs the companys advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created.
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| Advertising Plan
|
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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.
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| Advertising Research
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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.
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| Advertising Research
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The systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns.
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| Advertising Response Curve
|
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Studies of this indicate that incremental response to advertising actually diminishesrather than buildswith repeated exposure.
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| Advertising Revenue
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Revenue realized from the sale of advertising. Please refer interactive advertising revenue.
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| Advertising Specialties
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Items used as giveaways to serve as a reminder or stimulate remembrance of a company or brand such as calendars, Tshirts, pens, key tags, and the like. Specialties are usually imprinted with a company or brand name and other identifying marks such as an address and phone number.
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| Advertising Specialty
|
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A promotional product, usually imprinted with an advertisers name, message, or logo, that is distributed free as part of a marketing communications program.
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| Advertising Specialty
|
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A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.
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| Advertising Specialty
|
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Refers to advertising on promotional productssuch as items of daily use which are used to carry the advertising message for a Company or brand. The message can be a Company logo, or a slogan, etc.
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| Advertising Strategy
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The methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and advertising message. (Also called the creative mix.)
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| Advertising Strategy Research
|
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Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles.
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| Advertising Substantiation
|
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A Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisements.
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| Advertising Weigh
|
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Tthe level of advertising support for a brand, expressed in terms of Gross Impressions, grps, or number of spots or insertions.
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| Advertising Weight
|
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The level of advertising support for a brand, expressed in terms of Gross Impressions, grps, or number of spots or insertions.
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| Advertorial
|
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An advertisement that has the appearance of a news article or editorial, in a print publication.
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| Advertorial
|
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An advertisement that has the appearance of a news article or editorial, in a print publication. Please refer Infomercial, below.
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| Advertorial
|
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An paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from true (in theory unbiased) editorial content
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| Advertorial
|
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An ad that is half advertising, half editorial, aimed at swaying public opinion rather than selling products.
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| ADVERTORIAL
|
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An advertisement that resembles a newspaper editorial or a television program but promotes a single advertiser’s product, service, or point of view.
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| Advocacy Advertising
|
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Advertising used to communicate an organizations views on issues that affect society or business.
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| Advocacy Advertising
|
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Advertising that is concerned with the propagation of ideas and elucidation of social issues of public importance in a manner that supports the position and interest of the sponsor.
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| Advocacy Advertising
|
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Advertising used to promote a position on a political, controversial or other social issue.
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| Adware
|
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Free software that is loaded onto a users computer, with the users permission, to perform some useful task (like automatically filling in their web forms), in exchange for the ability to track the users web activity and show the user targeted contextual ads. Users of Adware have legally opted into the software license.
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| Aerial Advertising
|
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A form of outdoor advertising where messages appear in the sky in the form of banners pulled by airplanes, skywriting, and on blimps.
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| Affective Referral Decision Rule
|
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A type of decision rule where selections are made on the basis of an overall impression or affective summary evaluation of the various alternatives under consideration.
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| Affidavit
|
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Written legal proofofperformance, from a radio or television station, that a commercial ran at the time indicated.
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| Affidavit
|
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Notarized record of commercial announcements aired by a station, listing broadcast date and time.
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| Affidavit Of Performance
|
|
A signed and notarized form sent by a television station to an advertiser or agency indicating what spots ran and when. It is the stations legal proof that the advertiser got what was paid for.
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| Affiliate Marketing
|
|
An agreement between two sites in which one site (the affiliate) agrees to feature content or an ad designed to drive traffic to another site. In return, the affiliate receives a percentage of sales or some other form of compensation generated by that traffic.
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| Affiliate Program
|
|
This form of online marketing is gaining tremendous popularity and is based on the concept that affiliates are paid when their marketing efforts boost sales and generate revenue for the advertiser. Affiliate marketing programs create a winwin situation for all parties concerned.
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| Affiliates
|
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Local television stations that are associated with a major network. Affiliates agree to preempt time during specified hours for programming provided by the network and carry the advertising contained in the program.
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| Affinity Marketing
|
|
Selling products or services to customers on the basis of their established buying patterns. The offer can be communicated by email promotions, online or offline advertising.
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| Affirmative Action
|
|
Measures taken to eliminate direct and indirect discrimination, and for implementing positive steps to overcome the current historical causes of lack of equal employment opportunity.
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| Affirmative Disclosure
|
|
A Federal Trade Commission program whereby advertisers may be required to include certain types of information in their advertisements so consumers will be aware of all the consequences, conditions, and limitations associated with the use of the product or service.
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| Affirmative Disclosure
|
|
A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the advertisement.
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| Affirmative Disclosure
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Advertisers must make known their products limitations or deficiencies.
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| Affordable Method
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A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation.
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| Afternoon Drive PM Drive
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Monday though Friday from 37PM.
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| Agate Line
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A measure of newspaper advertising space, one column wide and 1/14th inch deep.
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| AGATE LINE
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A measure of advertising space, 1/14 of an inch in depth by one column in width. Thus there are 14 agate lines to the column inch. At Michael J. Motto Advertising, we precisely measure all of the classified ads we run and pay only for the exact size ad that runs. In this way we take thousands of dollars in linage corrections each month on behalf of our clients.
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| Agate Line
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The basic unit of newspaper space equal to one column in width and 1/14 inch in height (i.e., agate lines per inch).
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| Agate Line.
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A measure of newspaper advertising space, one column wide and 1/14th inch deep.
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| AGE GROUP
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A target audience defined by age.
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| Agency
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The organisation which takes care of advertising for clients.
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| AGENCY
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A company in the business of creating advertisements, packaging and names for products and services, as well as providing marketing and merchandizing advice and general business and promotional counsel to its clients.
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| Agency Commission
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The agencys 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 campaigns success.
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| Agency Evaluation Process
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The process by which a company evaluates the performance of its advertising agency. This process includes both financial and qualitative aspects.
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| Agent Name Delivery
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The process of sending search engine spiders to a tailored page, yet directing your visitors to what you want them to see. This is done using Server Side includes (or other dynamic content techniques). SSL, for example, can be used to deliver different content to the client depending on the value of HTTP_USER_AGENT. Most normal browser software packages have a user agent string which starts with Mozilla. Most search engine spiders have specific agent names, such as Scooter, Googlebot, Lycos spider and Slurp.
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| Agricultural Advertising
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Please refer farm advertising.
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| AIDA
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Attention, Interest, Desire, Action: A term used to describe a formula to increase conversions.
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| AIDA
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Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumers attention, then their interest, etc.
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| AIDA (Attention, Interest, Desire, Action)
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A version of the Hierarchy of Effects scheme. This is a historical model of how advertising works, by first getting the consumer’s attention, then maintaining their interest, arousing desire, and getting action.
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| AIDA Model
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A model that depicts the successive stages a buyer passes through in the personal selling process including: attention, interest, desire, and action.
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| Aided Recall
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A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.
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| Aided Recall.
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A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.
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| Airbrush
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An artists technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a models skin.
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| AIRPLANE BANNER
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A flag or banner bearing an advertisement that trails behind a low-flying airplane.
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| Ala Carte Services
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Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase.
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| Algorithm
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A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query. No search engine reveals exactly how its own algorithm works, to protect itself from competitors and those who wish to spam the search engine. (it is the mathematical program formula used to determine which web pages are displayed in search results and what order).
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| Algorithm
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A mathematical formula used to determine the value of a page when compared against others.
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| Alignment
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The positioning of a body of text. Text can be positioned to the left, right, or center of a page.
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| All Week
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Refers to the entire broadcast time measured for radio: monsun 5a1a
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| Allfamilyprogramming
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Generally refers to early fringe programs intended to attract all demographic groups, including children. Partridge Family and Andy Griffith are examples of allfamily programs.
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| Alliances
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When businesses join together to achieve a favourable outcome for both parties.
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| AllTheWeb
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A popular search engine. Alltheweb is the main search engine for FAST available at alltheweb.com.
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| AllTheWeb
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Second Tier search engine. Now owned by Yahoo and using its database, but presenting results differently.
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| Alpha Activity
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A measure of the degree of brain activity that can be used to assess an individuals reactions to an advertisement.
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| ALT Tag
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An HTML tag that allows a browser to display text instead of a graphic. Some search engines read these tags in order to help with rankings. All images can be given an ALT tag.
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| ALT Text
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The text that appears when you put your mouse on top of an image or a picture.
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| ALTattribute
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Part of the image source tag in HTML. A good web designer will always include text in all of your image sources for three reasons: (1) if any of your visitors choose not to view graphic images on your web pages, the alternative text will be shown; (2) search engines index the text in the altattribute; and (3) if your visitors use Internet Explorer as their browser and they leave the mouse over any graphic image, they will view the text in your altattribute.
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| AltaVista
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A popular search engine, available at www.altavista.com.
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| AltaVista
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Used to be the #1 search engine until Google came along. Now more popular for its free online translation servicebabelfish.altavista.com.
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| Alternate Text
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A word or phrase that is displayed when a user has image loading disabled in their browser or when a user abandons a page by hitting stop in their browser prior to the transfer of all images. Also appears as balloon text when a user lets their mouse rest over an image.
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| Alternative Media
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A term commonly used in advertising to describe support media.
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| AM
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Amplitude Modulation is the variation of the intensity of electromagnetic waves to transmit audio patterns. The AM radio band lies between 540 and 1600 kilocycles.
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| AM Drive Morning Drive
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Monday through Friday from 5:30AM to 10AM.
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| Ambassadors
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A representative (often not an employee) of an organisation of high distinction, for example, a professional athlete.
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| Ambush Marketing
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A promotional strategy utilized by nonsponsors to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors, such as by buying up all the billboard space around an athletic stadium. Often employed by the competitors of the propertys official sponsor.
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| American Advertising Federation AAF
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A nationwide association of advertising people. The AAF helped to establish the Federal Trade Commission, and its early vigilance committees were the forerunners of the Better Business Bureaus.
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| American Association Of Advertising Agencies AAAA
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(The national organization of the advertising business. It has members throughout the United States and controls agency practices by denying membership to any agency judged unethical.
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| ANA
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Please refer Association of National Advertisers.
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| ANA Association Of National Advertisers
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The trade association serving the needs of advertisers and marketers by providing leadership in advertising and marketing trends and best practices. Please refer ana.net for more information.
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| Analog Proof
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Please refer Chromalin proof.
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| Anchor Text
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Also known as Link Text, the clickable text of a hyperlink.
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| Anchor.
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| Anchorage
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The 'pinning down of meaning' that a caption provides when coupled with an ambiguous image - or vice versa
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| Animated Ad.
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An ad with movement, often an interactive Java applet or Shockwave or GIF89a file.
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| Animated Advertisement
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An ad that changes over time. For example, an animated ad is an interactive java applet or shockwave or gif89a file.
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| Animated GIF
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A GIF graphic file, which consists of two or more images shown in a timed sequence to give the effect of motion.
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| Animated GIF
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An animation created by combining multiple GIF images in one file. The result is multiple images, displayed one after another, that give the appearance of movement.
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| Animated GIF
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In the online world, animated GIF (graphical interchange format) is very commonly used especially in the form of banners which display graphical images one after the other. It is generally seen that moving images / banners are effective in catching the attention of online surfers and in most cases register a high click through rate.
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| Animatic
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A rough television commercial produced by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape. It is used primarily for testing purposes.
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| Animatic
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A filmed storyboard, where stills or short extracts are put together as a rough edit to show the client prior to the filming and editing of a full quality (and therefore expensive) TVC
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| Animatic
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A preliminary version of a commercial whereby a videotape of the frames of a storyboard is produced along with an audio soundtrack.
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| Animation
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The use of cartoons, puppet characters, or demonstrations of inanimate characters come to life in television commercials; often used for communicating difficult messages or for reaching specialized markets, such as children.
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| Annual Percentage Rate APR
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Theinterestcost of aloan divided by the amount borrowed.
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| Annual Turnover
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The annual amount of money earned by a business through sales of goods and services.
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| Anonymizer
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An intermediary which prevents Web sites from seeing a users Internet Protocol (IP) address.
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| Answer Print
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The final edited version (print) of a television commercial, for approval by the client. It may still need color correction, etc.
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| Answer Print
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The final print of a filmed commercial, along with all the required optical effects and titles, used for review and approval before duplicating.
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| AntiAliasing
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Smoothing or blending the transition of pixels in an image. Antialiasing the edges on a graphic image makes the edges appear smooth, not jagged.
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| AOL
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America onlinegreat for novice users, uses Google as part of its search results.
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| AOL Netfind
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The default search engine for users of the AOL Internet service provider, and thus a busy site.
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| Apache Web Server
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The leading web server software of the Internet. Apache is an open source project.
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| Aperture
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The opening in a camera that determines the amount of light that reaches the film or videotape.
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| Appeal
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The advertisements selling message.
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| Applet
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A small program, often written in Java, which usually runs in a web browser, as part of a web page. It is possible that the use of such a program may cause spiders and robots to stop indexing a page.
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| Applet
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A small, selfcontained software application that is most often used by browsers to automatically display animation and/or to perform database queries requested by the user.
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| Applicable Browser
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Any browser an ad will impact, regardless of whether it will play the ad.
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| Apprenticeships
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A highly structured onthejob training programme in which typically a new entrant to the workforce formally agrees with an employer to undertake practical work combined with structured training on and off the job.
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| ARB
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Arbitron, (formerly, American Research Bureau) a rating service using a daily diary to measure the audience size and composition of local television and radio stations.
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| Arbitrary Allocation
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A method for determining the budget for advertising and promotion based on arbitrary decisions of executive.
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| Arbitron
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Television and radio rating service that publishes regular reports for selected markets.
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| Arbitron
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Radio ratings service.
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| Arbitron.
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Television rating service that publishes regular reports for selected markets.
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| Area
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A BBM area is a defined geographical area which is comprised of one or more BBM cells. Please refer also Central Market Area, Extended Market Area and Full Coverage Area.
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| Area Of Dominant Influence ADI
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A geographical survey area created and defined by Arbitron. Each county in the nation is assigned to an ADI, which is an exclusive geographic area consisting of all counties in which the home market stations receive a preponderance of viewing.
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| Area Of Dominant Influence ADI
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A geographic designation, used by Arbitron, that specifies which counties fall into a specific television market. See, also, Designated Market Area.
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| ARF Advertising Research Foundation
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A nonprofit trade association whose mission is profitable business through effective research and insights. Please refer arfsite.org for more information.
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| Art
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The whole visual presentation of a commercial or advertisementthe body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion.
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| Art Direction
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Supervision of all original artwork, photography, and layout from conception to production.
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| Art Direction
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The act or process of managing the visual presentation of an ad or commercial.
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| ART DIRECTOR
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The person responsible for the graphic design and creative positioning of an advertisement or campaign; the person in charge of an agency’s production department.
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| Art Director
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Is an artist with strong visualization & drawing skills. This is the person who oversees the work of graphic artists. In some smaller agencies, the art director takes the complete responsibility of designing and converting ideas into aweinspiring visuals within an adfrom ad layouts, to storyboarding and compilations.
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| Art Director
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Along with graphic designers and production artists, determines how the ads verbal and visual symbols will fit together.
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| Art Proof
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The artwork for an ad, to be submitted for client approval.
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| Art Studio
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Company that designs and produces artwork and illustrations for advertisements, brochures, and other communication devices.
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| Artifacting
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Distortion that is introduced into audio or video by the compression algorithm (codec). Compressed images may have stray pixels (often white dots) that were not present in the original image. Please refer codec.
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| Artist Role
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A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea.
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| Artwork
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The visual components of an ad, not including the typeset text.
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| Artwork (Or Art)
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Visual material (drawing or photograph) prepared for reproduction in a print advertisement. Line art is a drawing or visual that has no tonal values, so it can be used without a halftone screen. Tone art or continuous tone [?]Usually refers to a photograph or image. Art proof is the artwork for an ad to be submitted for client approval.
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| Ask Jeeves
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A Meta search engine which can be asked questions in common English (http://www.askjeeves.com).
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| AskJeeves
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Now considered to be one of the Top 3 along with Yahoo and MSN, following Google.
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| ASP
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Active Server Pages, a server based scripting language that is used to provide dynamic content and build database driven web sites where the browser may not have any scripting.
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| Aspect Ratio
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The widthtoheight ratio of the picture frame. Tv broadcasts at a 4:3 (1.33:1) aspect ratio; digital tv will be broadcast with a 16:9 (1.78:1) ratio; and most feature films are shot in at least a 1.85:1 ratio. Imus have an aspect ratio of 6:5 (330x 250; 336 x 280; and 180 x 150).
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| Association Of National Advertisers ANA
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An organization composed of 400 major manufacturing and service companies that are clients of member agencies of the |