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| B2B
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Or Business to Business refers to a business or a website that serves and works with other businesses of a commercial nature.
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| Baby Boomers
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The generation of Americans born between 1946 and 1964.
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| Back Of Book
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The section of a magazine following the main editorial section.
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| Back To Back
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Running more than one commercial, with one following immediately after another.
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| Backbone
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A central network connecting other networks together.
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| Backlinks
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All the links pointing at a particular web page. Also called inbound links. Source: Webmaster World Forums
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| Bait Advertising
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Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised.
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| Balance
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1. The amount of money in an account. 2. Comparing checksyou wrote with the ones your credit union has received plus any deposits and minus any fees. You balance your checking account to make sure you dont write check for more money than you have.
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| Balanceoftrade Deficit
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A situation where the monetary value of countrys imports exceeds its exports.
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| Bandwidth
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1) the transmission rate of a communications line or system, expressed either as cycles per second/hertz for analog lines, or as bits (bps) or kilobits per second (Kbps) for digital systems; 2) line speed; 3) the amount of information that can be transmitted over communications lines at one time.
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| Bandwidth Competition
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A bottleneck, however brief, when two or more files are simultaneously transmitted over a single line. Unless the system is able to prioritize among the files, the effect is to slow delivery of each.
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| Banned
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When pages are removed from a search engines index specifically because the search engine has deemed them to be spamming or violating some type of guidelines.
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| Banned
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A term that means a site has been removed from a search engines index.
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| Banner
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A graphical online ad sized at 468x60 pixels. A wide variety of standard sizes exist for graphical ads each with different names, but banner could be used as a synonym for other graphical ad units.
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| Banner
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A graphic image displayed on an HTML page used as an ad. Please refer iab.net for voluntary guidelines defining specifications of banner ads.
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| Banner
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Banners or banner ads are the most commonly used forms of online advertising. Banners of varied sizes such as 468x60 are used to carry the ad message at strategic positions on a website. Banner advertising and banner exchange programs are gaining centre stage.
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| Banner Ad.
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A graphic image, usually a GIF or JPEG, that can be placed anywhere on a web page, most frequently centered across the top. The tile ad is a smaller counterpart, typically grouped with other tile ads along a side margin. The standard banner ad is 468 x 60 pixels; the most common size for tile ads is 125 x 125 pixels.
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| Banner Advertising
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Creation of online banners and placement such that internet users find them easily and are attracted to them. Clicking on a banner ad usually redirects users to a specific landing page.
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| BAR
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Broadcasting Advertiser Reports, an organization that monitors and reports on network and selected spot TV and network radio commercial activity. The information is useful in determining competitive spending and scheduling patterns.
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| Barrier To Entry
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Conditions that make it difficult for a firm to enter the market in a particular industry, such as high advertising budgets.
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| Barter
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Exchange of advertising time and/or product mentions for merchandise supplied by the advertiser.
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| Barter
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Exchanging merchandise, or something other than money, for advertising time or space.
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| Barter
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The exchange of goods and services without the use of cash. The value of the barter is the dollar value of the goods and services being exchanged for advertising. This is a recognized form of revenue under gaap (generally accepted accounting principles).
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| Barter Syndication
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The offering of television programs to local stations free or at a reduced rate but with some of the advertising time presold to national advertisers. The remaining advertising time can be sold to local advertisers.
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| Barter Syndication
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Marketing of firstrun television programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers.
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| Base Art
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The first image on an artboard on which an overlay may be placed.
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| Baseband
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A type of digital data transmission in which each wire carries only one signal, or channel, at a time.
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| Basic Bus
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In transit advertising, all the inside space on a group of buses, which thereby gives the advertiser complete domination.
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| Basket Of Goods
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A selection of what people are buying; also refers to goods used by governments to determine the Consumer Price Index.
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| BBS Bulletin Board System
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Software that enables users to log into email, usenet and chat groups via modem.
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| Beacon
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A snippet of code placed in an ad, on a Web page, or in an email which helps measure whether the ad, page or email was delivered to the browser and to track actions in general. Also known as a clear GIF or pixel tag.
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| Beacon
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A small transparent 1x1 pixel image that is show to web users to track their progress or actions in an ad campaign or other web site activity.
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| Beacon.
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A line of code placed in an ad or on a web page that helps track the visitor's actions, such as registrations or purchases. A web beacon is often invisible because it's only 1 x 1 pixel in size and has no color. Also known as web bug, 1 by 1 GIF, invisible GIF or tracker GIF.
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| Beauty Appeal
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Beauty attracts us; we are drawn to beautiful people, places, and things.
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| Behavioristic Segmentation
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A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product or service.
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| Behavioristic Segmentation
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Method of determining market segments by grouping consumers into productrelated groups based on their purchase behavior.
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| Ben Day Process
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A shading or dot pattern on a drawing.
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| Benchmark Measures
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Measures of a target audiences status concerning response hierarchy variables such as awareness, knowledge, image, attitude, preferences, intentions, or behavior. These measures are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign.
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| Benchmarking
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Process in which an organization continuously compares and measures itself against business leaders anywhere in the world to learn how it could improve performance.
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| Benchmarks
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A process where a business compares its performance in a particular area with that of other, similar businesses. Often businesses seek an international benchmark.
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| Benefit Headline
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Type of headline that makes a direct promise to the reader.
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| Benefit Segmentation
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A method of segmenting markets on the basis of the major benefits consumers seek in a product or service.
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| Benefit Segmentation
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Method of segmenting consumers based on the benefits being sought.
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| Benefits
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The features of a product which are highlighted to customers in ads. There are only two true benefits: better and cheaper. An ad may highlight the supposed emotional benefits of owning a product (eg you'll be happier, more attractive)
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| Benefits
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The particular product attributes offered to customers, such as high quality, low price, status, speed, sex appeal, good taste, and so on.
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| Best Food Day
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Generally Wednesday or Thursday, the day when newspapers devote added space to food related ads and editorial.
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| Best Practice
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A proven method or system that is recognised as being the most successful. Organisations attempt to develop best practice approaches to deliver on their mission and objectives.
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| Best Time Available BTA
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Commercials which are scheduled by the station to run at the best available time after all other sponsor commitments are met.
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| Beta
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A test version of a product, such as a Web site or software, prior to final release.
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| Better Business Bureau BBB
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An organization established and funded by businesses that operates primarily at the local level to monitor activities of companies and promote fair advertising and selling practices.
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| Better Business Bureau BBB
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A businessmonitoring organization funded by dues from more than 100,000 member companies. It operates primarily at the local level to protect consumers against fraudulent and deceptive advertising.
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| Bevel
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Adding a beveled effect to a graphic image gives the image a raised appearance by applying highlight colors and shadow colors to the inside and outside edges.
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| Beyondthebanner
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A term referring to any advertisement that is not a banner, e.g. An interstitial, streaming video ads, etc.
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| Beyond-The-Banner.
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Any advertisement that is not a banner, such as an interstitial or a pop-up ad.
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| Bid
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Written sales proposal from a vendor.
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| Bid Management Software
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Software or services that allow web sites to set bidding rules for how much to pay for PPC search engine traffic. With many sites using such tools it is possible to be locked into escalating bidding wars that could be very costly.
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| Big Idea
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A unique or creative idea for an advertisement or campaign that attracts consumers attention, gets a reaction, and sets the advertisers product or service apart form the competition.
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| Big Idea
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The flash of creative insightthe bold advertising initiativethat captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.
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| Billboard
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(1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of a television show.
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| Billboard
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Sponsoring the announcement/identification at the beginning, end or break of a radio or television program.
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| Billboard
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An announcement (usually five seconds in length) identifying an advertiser at the beginning, end, or breaks of a broadcast. Also, an outdoor advertising display.
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| Billboard
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Space for outdoor advertising
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| BILLBOARD
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A large outdoor printed sign. Costs for a specific billboard are determined by the amount of traffic that passes its location, plus the board’s size and visibility.
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| Billboard Radio Billboard
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Name mentions given to an advertiser in return for a program/station commitment (often to a sponsor of the program).
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| Billboards
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Are widely used large sized outdoor signs that carry the advertising message on a mega scale. Billboards are able to catch the attention of passers by and other traffic due to their heightened visibility.
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| Billboards
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Please refer 30sheet poster panel.
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| Billings
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The amount of client money agencies spend on media purchase and other equivalent activities. Billings are often as a way of measuring the size of advertising agencies.
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| Billings
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Total amount charged to clients, including the agency commission, media costs, production costs, etc.
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| BILLINGS
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The agency’s annual gross dollar volume generated from one or several accounts.
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| Biotech
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Abbreviation for biotechnology. Biotechnology is any technique used to make or modify the products of living organisms in order to improve plants or animals.
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| Bit
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The smallest unit of data in a computer. A bit has a single binary value of either 0 or 1. There are eight bits in a byte.
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| Bit Rate
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A measure of bandwidth which tells you how fast data is traveling from one place to another on a computer network. Bit rate is usually expressed in kilobits (100 bits) per second or kbps.
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| Bitmap Image
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A graphic image stored as a specific arrangement of screen dots, or pixels. Web graphics are bitmap images. A graphic which is defined by specifying the colors of dots or pixels which make up the picture. Also known as raster graphics. Common types of bitmap graphics are GIF, JPEG, Photoshop, PCX, TIFF, Macintosh Paint, Microsoft Paint, BMP, PNG, FAX formats, and TGA.
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| Black Face Or Black Letter.
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A type group that has straight thick and thin strokes meeting at acute angles, in imitation of priestly calligraphy. Old English and Fraktur are examples.
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| Black Hat SEO
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A term referring to the practice of unethical SEO. These techniques are used to gain an advantage over your competition.
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| Bleed
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An advertisement in which all or part of the graphic material runs to the margins of the page. A premium of 15% over the basic rate is usually charged.
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| Bleed
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Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.
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| Bleed.
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An illustration that runs off the page, with no border. Non-bleed advertisements have a border or a frame.
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| Bleeds
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Colors, type, or visuals that run all the way to the edge of the page.
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| Blinking
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A scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads.
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| BLISTER PACK
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A display package in which clear plastic seals the product, which rests against a "backer" sheet, usually made of card stock.
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| Block Programming
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Programming of shows, with a common demographic appeal, one after another.
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| Blog
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A Web Log that is updated frequently and is usually the opinion of one person. Also joking stands for Better Listing on Google.
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| Blog
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It started out as referring to specific content management software (blogger), and has transitioned into a description for a wide range of personal pages, journals, and diary type setups.
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| Blowin Card
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An advertisement, subscription request, or other printed card blown into a print publication rather than bound into it.
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| Blueline
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A proof created by shining light through the negatives and exposing a lightsensitive paper that turns from white to blue; it helps reveal scratches and flaws in the negatives.
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| Blueline
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A blue line drawn on a mechanical to indicate where a page will be cut.
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| Board
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Please refer audio console board.
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| Board Of Directors
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1. People elected by credit union members to give instructions to the people who run credit union. 2. People elected by companys stockholders to give instructions to the people who run company. Companys board of directors decides when to pay dividends to members or stockholders.
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| Body Copy
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The main text portion of a print ad. Also often referred to as copy.
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| Body Copy
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The text of an advertisement that tells the complete story and attempts to close the sale. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads.
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| Body Copy
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The text of a print ad, not including the headline, logo, or subscript material.
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| Body Text Or Body Copy.
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The main text of an advertisement, not including the headline or title.
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| Bold Face.
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Type letter of normal form and size but with heavier strokes. Some typefaces have a black form, which is heavier than bold. This is regular Arial type,
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| Boldface
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Heavier type.
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| Bond
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Piece of paper that is legal document, such as certificate. It contains promise to repay money that you or someone has borrowed, along with interest. Governments, corporations, small businesses, and other kinds of institutions raise money by selling bonds to investors.
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| Bonus Impressions
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Additional ad impressions above the commitments outlined in the approved insertion order.
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| Bonus Packs
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Special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price.
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| Bonus Spot
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An additional radio or television commercial given to an advertiser at no cost.
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| Bonus Spot
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A free announcement added to a schedule, most often to compensate for scheduling problems or to increase total volume of a package.
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| BOOK
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A talent agency’s listing, with pictures of actors and models.
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| Book Jacket
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The distinguishing cover of a book.
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| Bookends
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Spots airing at the beginning and end of a commercial cluster.
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| BOOKING
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A scheduling of the talent and staff that will work on a shoot or photo session.
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| Bookmark
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Just as a paper bookmark is used as a reminder of the page you are on in a book, electronic bookmarks are used to bring you back to a web site or other site you may want to return to. The Netscape browser lets you bookmark any site and save the bookmarks in a file you can recall at any time. Microsoft Internet Explorer uses the term favorite instead of bookmark for the same concept.
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| Boolean Search
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A search allowing the inclusion or exclusion of documents containing certain words through the use of operators such as AND, NOT and OR.
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| Booths
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At trade shows, a major factor in sales promotion plans. To stop traffic, it must be simple and attractive and have good lighting and a large visual.
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| Bot
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Short for robot. Please refer intelligent agent, robot.
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| Bot
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Short for robot. Often used to refer to a search engine spider.
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| Bottomup Marketing
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The opposite of standard, topdown marketing planning, bottomup marketing focuses on one specific tactic and develops it into an overall strategy
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| Bounce
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What happens when emails are returned to the mail server as undeliverable.
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| Bounce
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A term used for the act of not being able to deliver an email message as well as the email address that could not receive the email message.
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| Bounce Back Coupon
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A coupon offer made to consumers as an inducement to repurchase the brand.
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| Bounce Rate
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Percentage of visitors who leave a website on the entry page without clicking further into the website. A high bounce rate indicates that visitors are not finding what they were looking for on the page.
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| Boutique
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An agency that provides a limited service, such as one that does creative work but does not provide media planning, research, etc. Usually, this refers to a relatively small company.
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| BOW
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Best of Web, a reference to one search engine that classifies its core set of sites as the best of web. BOW is also used as a reference to the BOW TIE theory. It states that the core of the web is a central hub with two off shoots extending in either direction. A graphical map of that theory appears to look like a Bow Tie.
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| Brainstorming
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A process in which two or more people get together to generate new ideas; often a source of sudden inspiration.
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| Brainstorming
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A method of generating ideas involving asking groups of people to think up concepts regardless of how fanciful they might seem. The complete list of brainstormed ideas can then be analysed to ascertain what is feasible.
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| Brainstorming
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Brainstorming sessions are meetings in which the advertising agency staff meet and share ideas with each other to come up with creative concepts.
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| BRAINSTORMING
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A meeting to generate creative ideas. At Michael J. Motto Advertising, daily, weekly and bi-monthly brainstorming sessions are held by various work groups within the firm. Our monthly I-Power brainstorming meeting is attended by the entire agency staff.
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| Brainstorming.
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In recent years, the word brainstorming has lost is meaning in common use. People typically use it as a synonym for “talking in a group.” Brainstorming is a highly structured process to help generate ideas. It is based on the principle that you as an individual cannot generate and evaluate ideas at the same time. To use brainstorming, you must first gain agreement from the group to try brainstorming for a fixed interval (e.g. Six minutes). Do not brainstorm for long periods. Ten minutes is usually sufficient. To make brainstorming work, you need a “facilitator.” This person: a) Does not introduce ideas (concentrates only on helping the group follow the rules). B) Records ideas. C) Encourages quantity of ideas. D) Reminds group not to evaluate (either favorably or unfavorably). E) Encourages wild, outside-the-box ideas. Research on brainstorming has shown that people get better at brainstorming as they gain experience with it. But it also shows that a group will be even more effective by using brain-writing.
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| Brainwriting.
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Group members take a short time interval, say 7 to 10 minutes, and write all of the solutions they can think of for a given problem. The ideas are collated. This procedure is more effective than brainstorming.
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| Branch Network
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The use of local, but connected outlets that provide a business with the opportunity to service a wide geographical area such as a state or territory. Each network is usually supported by a centralised infrastructure (head office) that provides HR, IT and supply chain management support
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| Brand
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See full definition on page
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| Brand
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That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing productsthe fundamental differentiating device for all products.
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| Brand
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A name, term, sign, symbol, design, or some combination that identifies the products of a firm.
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| Brand
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The name of a product, plus any characteristics that add value to a product. Name used to distinguish one product from its competitors. It can apply to a single product, an entire product line, or even a company.
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| Brand Alignment
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Creating alignment across all the layers of a brand, e.g. Positioning, values and differentiation, and in creating that same alignment between your customers, employees and your message: making sure that the message the company is presenting is the same message that employees and customers experienc
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| Brand Awareness
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The profile that a particular product has with consumers in the market. Advertising can enhance brand awareness.
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| Brand Development Index BDI
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The percentage of a brands total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.
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| Brand Development Index BDI
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An index that is calculated by taking the percentage of a brands total sales that occur in a given market as compared to the percentage of the total population in the market.
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| Brand Development Index BDI
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A comparison of the percent of a brands sales in a market to the percent of the national population in that same market.
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| Brand Equity
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The totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time; in short, it is the value of the brands capital.
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| Brand Extension Strategy
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The strategy of applying an existing brand name to a new product.
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| Brand Image Or Brand Identity
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The personality of a brand, including all graphic elements that make a brand’s communications consistent and distinctive.up.
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| Brand Interest
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An individuals openness or curiosity about a brand.
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| Brand Loyalty
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When consumers continue to buy the same brand of a product or products, i.e. They do not buy that product from a range of brand producers.
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| Brand Loyalty
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Preference by a consumer for a particular brand that results in continual purchase of it.
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| Brand Loyalty
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The consumers conscious or unconscious decisionexpressed through intention or behaviorto repurchase a brand continually. This occurs because the consumer perceives that the brand has the right product features, image, quality, or relationship at the right price.
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| Brand Manager
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The individual in an organization responsible for planning, implementing, and controlling the marketing program for a particular brand. Brand managers are sometimes referred to as product managers.
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| Brand Manager
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Person who has marketing responsibilities for a specific brand.
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| Brand Manager
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The individual within the advertisers company who is assigned the authority and responsibility for the successful marketing of a particular brand.
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| Brand Name
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Name used to distinguish one product from its competitors. It can apply to a single product, an entire product line, or even a company.
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| Brand Planning
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Having a fresh, compelling, proposition that makes products and services stand out from the competition. Brand marketing will have the brand planning targeted at specific people who are especially likely to want to buy the products and services, and who will give the return on investment that is ne
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| Brand Recall
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The extent to which consumers remember advertising and other messages they have been sent about a brand. Its a type of brand awareness where the consumer recognises or identifies a brand, using information from their memory.
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| Brand Values
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The key aspects, message, or factors specific to, the brand.
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| Brandfunded Entertainment
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When a television program receives its revenue from specific advertisers who promote their products during the show.
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| Branding
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The trading name of a product that has a high level of recognition in the market place. Successful development of the brand and brand mark (identifying symbols and design) is a considerable marketing tool.
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| Branding
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A marketing function that identifies products and their source and differentiates them from all other products.
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| Bridge
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Transition from one scene to another, in a commercial or program.
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| Brief
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The outline of a campaign's purpose given to the agency by the client. The brief is then developed further by the agency for internal use
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| Brightness
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Refers to the dimension of dull to bright. Brightness is determined by the intensity of the light source illuminating the object. Thus, while lightness is a property of an object, brightness is determined by the amount of illumination cast upon the object. The eye is differentially sensitive to different wavelengths; so as the intensity of illumination increases, different wavelengths in the reflected light become perceivable, thus causing the sensation of a change of color, It is important to note that, whereas lightness and brightness are distinguishable characteristics of a printed hard copy, the nature of a color display does not allow lightness and brightness to be varied independently.
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| Broad Keyword Match.
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This is the default option. When you include keyword phrases – such as tennis shoes – in your keyword list, your ads will appear when users search for tennis and shoes, in any order – and possibly along with other terms. Broad matches are often less targeted than exact or phrase matches. If you decide to run your ads on broad-matched keywords, we recommend creating keyword phrases containing at least two descriptive words.
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| Broadband
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An Internet connection that delivers a relatively high bit rateany bit rate at or above 100 Kbps. Cable modems, DSL and ISDN all offer broadband connections.
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| Broadband
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A type of digital data transmission that enables a single wire to carry multiple signals simultaneously.
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| Broadcast Media
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Media that use the airwaves to transmit their signal and programming. Radio and television are examples of broadcasting media.
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| Broadcast TV
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Television sent over airwaves as opposed to over cables.
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| Broadsheet
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Standard size newspaper.
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| Broadside
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A promotion that is printed on a single large sheet of paper, usually on only one side of the paper, as opposed to a tabloid or other offsize newspaper.
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| Broadside
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A form of directmail advertisement, larger than a folder and sometimes used as a window display or wall poster in stores. It can be folded to a compact size and fitted into a mailer.
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| Brochure
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A tool that carries the advertising message.
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| Brochure
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Sales materials printed on heavier paper and featuring color photographs, illustrations, typography. Please refer also folders.
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| Brochure
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A flyer, broadside or bound printed piece often included in your direct mail package. This piece usually highlights a product and offer, and should include all the benefits of the product.
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| BROCHURE
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A folded leaflet with an advertising or promotional message.
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| Brochure
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A printed piece that is folded into panels.
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| Browser
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The software used to view, manage, and access web pages by interpreting hypertext and hyperlinks. The two most common browsers are Netscape Communicator and Microsoft Internet Explorer. Web pages often appear differently depending on the brand and version of the browser intended to view them in.
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| Browser
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Software application used to browse the internetmozilla Firefox and Internet Explorer are the 2 most popular browsers.
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| Browser
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A software program that can request, download, cache and display documents available on the World Wide Web. Browsers can be either textbased or graphical.
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| Browser
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An application that acts as an interface for processing code, allowing for viewing and interaction on Web Pages.
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| Browser Sniffer
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Please refer sniffer.
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| BTF Below The Fold
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This is the part of the users screen that is hidden unless the user scrolls down on the page.
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| BtoB/B2B BusinesstoBusiness
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Businesses whose customers are other businesses.
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| BtoC BusinesstoConsumer
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Businesses whose major customers are consumers.
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| Budget
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Expenditure allocated for specific advertising projects (i.e. Radio or television campaign).
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| Budget Buildup Method
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Please refer objective/task method.
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| Buffering
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When a streaming media player saves portions of a streaming media file until there is enough information for the stream to begin playing.
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| Buildup Approach
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A method of determining the budget for advertising and promotion by determining the specific tasks that have to performed and estimating the costs of performing them.
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| Bulk Discounts
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Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches.
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| Bulk Mail
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Large quantities of direct mail (packages, catalogues, selfmailers) that are sorted before going to the post office. Bulk mail allows the mailer quantity discounts.
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| Bulldog Edition
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An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation newspaper.
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| Bulletin Boards
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An internal public relations means for announcing new equipment, meetings, promotions, new products, construction plans, and recreation news.
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| Bulletin Structures
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A type of outdoor advertising meant for longterm use and works best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure.
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| BUMPER STICKER
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An advertising strip attached to an automobile bumper.
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| Buried Position
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Placing an ad between other ads in a print publication, so that readers are less likely to Please refer it.
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| Burke Test
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A method of posttesting television commercials using a dayafter recall test (now known as ASI Recall Plus Test)
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| Bursting
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A media scheduling method for promoting highticket items that require careful consideration, such as running the same commercial every halfhour on the same network in prime time.
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| BUS CARD
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An advertising poster attached to the side or back of a bus.
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| Business Advertising
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Advertising directed at people who buy or specify goods and services for business use. Also called businesstobusiness advertising.
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| Business Card
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A small print advertisement, announcing a business, that does not change over time.
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| Business Ethics
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A set of moral principles that an organisation needs to establish and follow.
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| Business Intelligence
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The process for increasing the competitive advantage of a business by intelligent use of available data in decision making.
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| Business Magazines
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The largest category of magazines, they target business readers and include: trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals.
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| Business Markets
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Organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product.
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| Business Objectives
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The targets that a business pan sets out to achieve.
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| Business Plan
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A written document detailing the overall plan for the business in terms of marketing, operations and finance.
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| Business Plan
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A written plan for a business that includes every aspect of operation
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| BUSINESS REPLY CARD (B.R.C.)
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A preprinted postcard enabling direct mail recipients to respond easily. Direct mail offers that include brcs have a much higher response rate.
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| Business Reply Mail
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A type of mail that enables the recipient of directmail advertising to respond without paying postage.
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| Business Units
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When a business is broken up into distinct groups, for example it may be based on a geographic region.
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| BUSINESS-TO-BUSINESS (B-TO-B)
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Communications or commerce between companies (as distinguished from dealings between a company and a consumer); frequently conducted through trade journals.
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| Businesstobusiness Advertising
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Please refer business advertising.
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| Businesstobusiness Advertising
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Advertising used by one business to promote the products and/or services it sells to another business.
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| Businesstobusiness Advertising
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Advertising directed to other businesses, rather than to consumers.
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| Businesstobusiness Agency
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Represents clients that market products to other businesses; also called hightech agency.
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| Busorama
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In transit advertising, a jumbo roof sign, which is actually a fullcolor transparency backlighted by fluorescent tubes, running the length of the bus.
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| Button
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1) clickable graphic that contains certain functionality, such as taking one someplace or executing a program; 2) buttons can also be ads. Please refer iab.net for voluntary guidelines defining specifications of button ads.
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| Button
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In Internet advertising, buttons are small versions of a banner and sometimes look like an icon, and they usually provide a link to an advertisers home page. Because buttons take up less space than banners, they also cost less.
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| Button.
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A clickable graphic that takes the user to another page or executes a program, such as a software demo or a video player.
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| Buy
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The list of broadcast media to be used during an advertising campaign, including a list of the number of spots to be run and their specific timing. Cost, commercial length and audience delivery may also be reported. Also known as a Schedule.
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| Buyback
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A companys repurchase of the shares it has issued, usually considered a sign that the companys management is optimistic about the future and that the current share price is undervalued.
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| Buyback Allowance
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A manufacturers offer to pay for an old product so that it will be taken off the shelf to make room for a new product.
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| Buyer
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Agent who purchases media time for an advertiser.
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| Buying Center
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A committee or group of individuals in an organization who are responsible for evaluating products and services and making purchase decisions.
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| Buying Service
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An organization specializing in the purchase of advertising time and space.
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| BUZZWORD
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A word or phrase that takes on added significance through repetition or special usage. "Customer Retention Program" has become a buzzword among retailers.
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