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| D County
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An A. C. Nielsen definition for any county that is not an A, B, or C county.
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| DAGMAR
|
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This refers to a process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.
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| DAGMAR
|
|
An acronym that stands for defining advertising goals for measured advertising results. An approach to setting advertising goals and objectives developed by Russell Colley.
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| Dailies
|
|
Also called rushes, this refers to unedited film. These are called Dailies because the film typically is viewed from a single days shooting, even if the final commercial or program will take many days or weeks of shooting.
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| Daily Inch Rate
|
|
A cost figure used in periodicals based on an advertisement placed one inch deep and one column wide (whatever the column inch).
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| Daily Newspapers
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|
Often called dailies, these newspapers are published at least five times a week, in either morning or evening editions. (Ch. 14)
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| Dangling Link
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This term is applied to a web page with no links to any other pages. Also known as an Orphan Page.
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| Data Access
|
|
Characteristic of a database that enables marketers to manipulate, analyze, and rank all the information they possess in order to make better marketing decisions. (Ch. 9)
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| Data Centre
|
|
The physical location where electronic information is housed. The data centre of a hosting company is the place where Internet files are stored on servers, accessed by unique IP addresses.
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| Data Cleaning / Data Cleansing
|
|
Removing duplicate or incorrect information, updating records, and deleting out of date entries on a database.
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| Data Extraction
|
|
Drawing meaningful data from a large database to enable analysis of only the relevant data. Usually part of a data mining exercise.
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| Data Management
|
|
The process of gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in a companys database. (Ch. 9)
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| Data Mining
|
|
Analysis of vast quantities of data to find precious information about customers, suppliers etc. Involves elementary analysis and multipoint statistical and temporal analysis.
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| Database
|
|
The corporate memory of all important customer information: name and address, telephone number, NAIC code (if a business firm), source of inquiry, cost of inquiry, history of purchases, and so on. It should record every transaction across all points of contact with both channel members and customers. (Ch. 9)
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| Database
|
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A listing of current and/or potential customers for a companys product or service that can be uses for direct marketing purposes.
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| Database
|
|
A database is a collection of information, stored in a computer, which can be readily accessed when needed.
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| Database Marketing
|
|
Tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs. (Ch. 9)
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| Database Marketing
|
|
The use of computers to identify and target messages toward specific groups of potential customers.
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| Daughter Window
|
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An ad that runs in a separate ad window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears thereafter.
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| Daughter Window.
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|
An ad that runs in a separate window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears a moment later.
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|
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| Dayafter Recall Test
|
|
A research method that tests consumers memories the day after they have seen an ad, to assess the ads effectiveness.
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| Day-After Recall Test.
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|
A research method that tests customers’ memories the day after they have seen an ad.
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| Daypart
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|
Divisions of the broadcast day into general time periods (i.e. 6am10am, 4pm6pm). In television: day, early fringe, weekend and prime. In radio: breakfast, day, drive and evening. Also known as a Timeblock or Timeperiod.
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| Daypart
|
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The time segments into which a day is divided by for the purpose of selling advertising time. Primary dayparts are morning (or AM drive), midday, afternoon (or PM drive), and evening.
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| Daypart
|
|
Broadcast media divide the day into several standard time periods, each of which is called a daypart. Cost of purchasing advertising time on a vehicle varies by the daypart selected.
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| Daypart Mix
|
|
A media scheduling strategy based on the TV usage levels reported by the rating services. (Ch. 15)
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| Dayparts
|
|
The time segments into which a day is divided by radio and television networks and station for selling advertising time.
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| DB
|
|
Delayed Broadcast is the airing of network program in a local market at a time other than its regularly scheduled broadcast.
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| DDB.
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|
Doyle, Dane and Bernbach advertising agency, especially well known for its advertising in the 1960’s.
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| Dead Link
|
|
A hyperlink pointing to a nonexistent URL.
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| Dead Link
|
|
An Internet link which doesnt lead to a page or site, probably because the server is down or the page has moved or no longer exists.
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| Decay Constant
|
|
An estimate of the decline in product sales if advertising were discontinued.
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|
|
| Decentralized Organizational Structure
|
|
A method of organizing for international advertising and promotion where managers in each market or country have decisionmaking authority.
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| Decentralized System
|
|
An organizational system whereby planning and decisionmaking responsibility for marketing, advertising, and promotion lies with a product/brand manager or management team rather than a centralized department.
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| Decentralized System
|
|
The establishment of advertising departments by products or brands or in various divisions, subsidiaries, countries, regions, or other categories that suit the firms needs, which operate with a major degree of independence. (Ch. 3)
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|
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| Deception
|
|
According to the Federal Trade Commission, a misrepresentation, omission, or practice that is likely to mislead the consumer acting reasonably in the circumstances to the consumers detriment.
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| Deceptive Advertising
|
|
According to the FTC, any ad in which there is a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment. (Ch. 2)
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|
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| Deceptive Advertising
|
|
FTC definition: A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material. Please refer Materiality, below.
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| Deceptive Advertising.
|
|
FTC definition: “A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances.” To fall under FTC regulations, a deceptive claim must also be material.
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| Decline Stage
|
|
The stage in the product life cycle when sales begin to decline due to obsolescence, new technology, or changing consumer tastes. (Ch. 5)
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|
|
| Decoding
|
|
The interpretation of a message by the receiver. (Ch. 1)
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|
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| Decoding
|
|
The process by which a message recipient transforms and interprets a message.
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|
| Dedicated Line
|
|
A dedicated line is a permanent connection to the Internet using an individual, separate phone line.
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|
|
| Deep Crawl
|
|
Once a month, Googlebot will crawl all of the links it has listed in its database on your site. This is known as the Deep Crawl.
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|
|
| Deep Linking
|
|
Linking to content buried deep within a web site. The link is referred to as deep because it is often linked to content found two or more directories deep within a web site.
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|
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| Delisting
|
|
When pages are removed from a search engines index. This may happen because they have been banned or for other reasons, such as an accidental glitch on the search engines part.
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|
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| Delisting
|
|
When a site gets removed from the search index of a search engine.
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|
|
| Delivery
|
|
The estimated or actual audience and rating achievement of an advertising purchase (i.e. Radio or television schedule).
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|
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| Demo
|
|
Refers to the age group that is being used for planning, buying, researching, etc. Also known as Demographic.
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| Demo Target Demo
|
|
The age group and makeup of the audience that you wish to receive your product or service message.
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| Demographic
|
|
The specific characteristics of the target audience. It includes variables like age, income, gender and occupation.
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| Demographic
|
|
Refers to the age group that is being used (for planning, buying, researching, etc. Also known as Demo.
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| Demographic Edition
|
|
A special edition of a magazine targeted for a specific demographic group.
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|
| Demographic Editions
|
|
Magazines that reach readers who share a demographic trait, such as age, income level, or professional status. (Ch. 14)
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|
|
| Demographic Segmentation
|
|
A method of segmenting a market based on the demographic characteristics of consumers.
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| Demographic Segmentation
|
|
Dividing consumers into groups based on selected demographics, so that different groups can be treated differently. For example, two advertisements might be developed, one for adults and one for teenagers, because the two groups are expected to be attracted to different types of advertising appeal. Please refer Demographics, below.
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|
| Demographic Segmentation
|
|
Based on a populations statistical characteristics such as sex, age, ethnicity, education, occupation, income, or other quantifiable factors. (Ch. 5)
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|
|
| Demographic Segmentation.
|
|
Dividing consumers into groups based on selected demographics, so that different groups can be targeted differently. For example, two advertisements might be developed, one for adults and one for teenager, because the two groups are expected to be attracted to different types of advertising appeal.
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|
|
| Demographics
|
|
Common characteristics used for population or audience segmentation, such as age, gender, household income, etc.
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|
|
| Demographics
|
|
The statistical characteristics of the population. (Ch. 5)
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|
|
| Demographics
|
|
Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. Please refer Psychographics
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|
|
| Demographics
|
|
A term used to describe audience classification (for a specific population group) by characteristics such as age, sex, education, occupation etc.
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|
|
| Demographics
|
|
Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. Please refer Psychographics, below.
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|
|
| Demographics
|
|
Statistics about customers that refer to external life patternssuch as age, sex, income level, education, size of family, etc.
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|
|
| Demographics
|
|
Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers (psychographics).
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|
|
| Demographics
|
|
Describing an audience by age, gender, ethnicity, location - ie the facts about them
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|
|
| Demonstration
|
|
A type of TV commercial in which the product is shown in use. (Ch. 12)
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|
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| Demonstration.
|
|
Visual proof that the product or service does what it claims it can do .
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|
|
| Departmental System
|
|
The organization of an advertising agency into departments based on functions such as account services, creative, media, marketing services, and administration.
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|
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| Departmental System
|
|
The organization of an ad agency into departments based on function: account services, creative services, marketing services, and administration. (Ch. 3)
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|
|
| Deposit
|
|
1. Money you put into your credit union account. 2. To put money in your credit union account.
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|
|
| Depository Bank
|
|
Place where financial institutions, like credit unions and banks, keep their extra money until its needed. Money in depository bank earns interest for your credit union.
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|
|
| Depth Interview
|
|
A method of research, whereby a trained interviewer meets with consumers individually and asks a series of questions designed to detect attitudes and thoughts that might be missed when using other methods.
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|
|
| Deregulated
|
|
The process of freeing up previously restricted markets to a range of competitors.
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|
|
| Derived Demand
|
|
A situation where demand for a particular product or service results from the need for other goods and/or services. For example, demand for aluminum cans is derived from consumption of soft drinks or beer.
|
|
|
| Descending Letters.
|
|
Letters with a projection below the body, such as g, j, p, q, and y.
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|
|
| Description
|
|
The two lines statement that tries to describe the features of the site or the products/services being offered by the website.
|
|
|
| Description
|
|
Descriptive text associated with a web page and displayed, usually with the page title and URL, when the page appears in a list of pages generated by a search engine or directory as a result of a query. Some search engines take this description from the DESCRIPTION Meta tagothers generate their own from the text in the page. Directories often use text that was provided at registration.
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|
|
| Description Meta Tag
|
|
Special HTML tag in the Head of an HTML document. Contains a brief description of the content found on the page.
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|
|
| Design
|
|
Visual pattern or composition of artistic elements chosen and structured by the graphic artist. (Ch. 12)
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|
|
| Design Brief
|
|
A written explanation given to a designer, outlining the aims, objectives and milestones of a design project. A thorough and articulate design brief is a critical part of the design process.
|
|
|
| Designated Market Area DMA
|
|
The geographic areas used by the Nielsen Station Index in measuring audience size. Dmas are nonoverlapping areas consisting of groups of counties from which stations attract their viewers.
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|
|
| Designated Market Area DMA
|
|
A geographic designation, used by A.C. Nielsen, that specifies which counties fall into a specific television market. Please refer also, Area of dominant influence.
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|
|
| Designated Market Areas DMA
|
|
The geographical areas in which TV stations attract most of their viewers. (Ch. 15)
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|
|
| Destination URL
|
|
The page that the advertiser wants to associate with a particular ad of the campaign.
|
|
|
| Development Stage
|
|
In the agencyclient relationship, the honeymoon period when both agency and client are at the peak of their optimism and are most eager to quickly develop a mutually profitable mechanism for working together. (Ch. 3)
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|
|
| Device Copy
|
|
Advertising copy that relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks or gimmicks. (Ch. 12)
|
|
|
| DHTML Dynamic Hypertext Markup Language
|
|
An extended set of HTML commands which are used by Web designers to create much greater animation and interactivity than HTML.
|
|
|
| Dialog/monolog Copy
|
|
A type of body copy in which the characters illustrated in the advertisement do the selling in their own words either through a quasitestimonial technique or through a comic strip panel. (Ch. 12)
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|
|
| Differentiate/differentiation
|
|
Emphasising some aspect(s) of a product or service that makes it stand out from the similar product or service sold by other producers.
|
|
|
| Differentiated Marketing
|
|
A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each.
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|
|
| Differentiation
|
|
A situation where a particular company or brand is perceived as unique or better than its competitors.
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|
|
| Digital Interactive Media
|
|
Electronic channels of communicationincluding online databases, the Internet, cdroms, and standalone kioskswith which the audience can participate actively and immediately. (Ch. 3, 16)
|
|
|
| Digital Media
|
|
Channels of communication that join the logic of multimedia formats with the electronic system capabilities and controls of modern telephone, television, and computer technologies. (Ch. 13)
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|
|
| Digital Proof##
|
|
A prepress proof that uses inkjet technology and offers fairly accurate reliability as well as lower cost and faster turnaround time. Also called an Iris. (Ch. 13)
|
|
|
| Digital Signatures
|
|
Signatures for electronic documents. They establish identity and therefore can be used to establish legal responsibility and the complete authenticity of whatever they are affixed toin effect, creating a tamperproof seal.
|
|
|
| Digital Video Effects DVE Unit
|
|
In video, specialeffects equipment for manipulating graphics on the screen to produce fades, wipes, zooms, rotations, and so on. (Ch. 13)
|
|
|
| Digital Video Server
|
|
A robust, dedicated computer at a central location that receives command requests from the television viewer through a videoondemand application. Once it receives this request, it then instantly broadcasts specific digital video streams to that viewer.
|
|
|
| DirecPC
|
|
Satellitebased system to connect with the Internet that offers very fast downloadingfaster even than cablebut is still very expensive and requires a dialup modem and separate phone line for sending material. (Ch. 16)
|
|
|
| Direct Broadcast By Satellite DBS
|
|
A television signal delivery system whereby programming is beamed from satellites to special receiving dishes mounted on the home or yard.
|
|
|
| Direct Channels
|
|
A marketing channel where a producer and ultimate consumer interact directly with one another.
|
|
|
| Direct Distribution
|
|
The method of marketing in which the manufacturer sells directly to customers without the use of retailers. (Ch. 5)
|
|
|
| Direct Headline
|
|
A headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interested in a product or service.
|
|
|
| Direct Hit
|
|
A system which monitors the search engine users selections from search engine results, counting which results are clicked on most, and how long visitors spend at that site. This is done so as to improve the relevancy of search results.
|
|
|
| Direct House
|
|
An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than through retailers.
|
|
|
| DIRECT MAIL
|
|
A marketing effort conducted exclusively by mail.
|
|
|
| Direct Mail
|
|
Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.
|
|
|
| Direct Mail Marketing
|
|
Promoting products and services by sending brochures and information in physical form via post or a delivery service, direct to target customers.
|
|
|
| Direct Marketing
|
|
Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.
|
|
|
| Direct Marketing
|
|
Marketing efforts that are targeted directly and proactively towards the customer, such as marketing via email, physical mail, fax etc.
|
|
|
| DIRECT MARKETING
|
|
Marketing via leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to current and potential consumers. The direct marketing industry has grown enormously as a result of increasingly specialized mailing lists.
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|
|
| Direct Marketing
|
|
A system of marketing in which companies build their own database of customers and use a variety of media to communicate with them directly such as through ads and catalogs. (Ch. 5, 9)
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|
|
| Direct Marketing
|
|
Refers to marketing a brands identity using mailers, leaflets, brochures etc.
|
|
|
| Direct Marketing
|
|
A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction.
|
|
|
| Direct Marketing.
|
|
Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.
|
|
|
| Direct Premium
|
|
A premium provided to the consumer at the same time as the purchase.
|
|
|
| Direct Questioning
|
|
A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development. (Ch. 6)
|
|
|
| Direct Reports
|
|
People in the organisation who are directly accountable to a particular manager.
|
|
|
| Direct Response
|
|
Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, email, or some other means of communication. Some practitioners use this as a synonym for Direct Marketing.
|
|
|
| DIRECT RESPONSE
|
|
An advertising technique that urges the audience to respond in a particular manner, usually to buy a product, and provides that audience with the means to do so. A business reply card (BRC) is a direct response tool.
|
|
|
| Direct Response Agencies
|
|
Companies that provide a variety of direct marketing services to their clients including database management, direct mail, research, media service, and creative and production capabilities.
|
|
|
| Direct Response.
|
|
Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, email, or some other means of communication. Some practitioners use this as a synomym for Direct Marketing.
|
|
|
| Direct Sales Strategy
|
|
Strategy where representatives sell to customers directly at home or work rather than through a retail establishment or other intermediary. (Ch. 9)
|
|
|
| Direct Selling
|
|
The direct personal presentation, demonstration, and sale of products and services to consumers usually in their homes or at their jobs.
|
|
|
| Direct Selling
|
|
Facetoface selling away from a fixed retail location. Usually refers to a method of marketing consumer goodseverything from encyclopedias and insurance to cosmetics and nutritional products. (Ch. 9)
|
|
|
| Direct Subscriber Line DSL
|
|
Technology that transforms a traditional telephone line into a highspeed digital link to provide homes and small businesses with alwayson, broadband Internet access. (Ch. 16)
|
|
|
| Directaction Advertising
|
|
Advertising designed to produce and immediate effect such as the generation of store traffic or sales.
|
|
|
| Directional Medium
|
|
Advertising media that re not used to create awareness or demand for products or services but rather to inform customers as to where purchases can be made once they have decided to buy. The Yellow Pages are an example of a directional medium.
|
|
|
| Directmail Advertising
|
|
All forms of advertising sent directly to prospective customers without using one of the commercial media forms. (Ch. 3, 16)
|
|
|
| Directmarketing Media
|
|
Media that are used for directmarketing purposes including direct mail, telemarketing, print, and broadcast.
|
|
|
| Director
|
|
The director supervises preproduction, production, and postproduction of radio and television commercials. (Ch. 13)
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|
|
| Director
|
|
Xlistings, often in booklet form, that serve as locators, buying guides, and mailing lists. (Ch. 17)
|
|
|
| Directories
|
|
A type of search engine where listings are gathered through human efforts, rather than by automated crawling of the web. In directories, web sites are often reviewed, summarized in about 25 words and placed in a particular category.
|
|
|
| Directory
|
|
A web-based catalog of information, typically organized by human editors. A directory is to the Internet as the table of contents are to a book. Yahoo was the first widely popular directory. Directories also include white and yellow pages for finding people and businesses, to specialized directories for individual subjects and markets.
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|
|
| Directory
|
|
Usually human edited, a directory contains sites that are sorted by categories.
|
|
|
| Directory
|
|
A directory (such as Yahoo, commonly mistaken for a search engine) depends on people for listings. The main difference between a search engine and a directory is that a directory does not make use of a spider or robot. In other words, a directory will not list your web page if you do not register it with them. Directories are usually divided into categories and you must submit your URL under the most appropriate categories.
|
|
|
| Directory Advertising
|
|
Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek.
|
|
|
| Directory.
|
|
A compilation of websites reviewed and organized by human editors into useful categories and topics, similar to the organization of the Yellow Pages. Examples of directories are the Google Directory, About.com, and the Open Directory Project.
|
|
|
| Directresponse Advertising
|
|
A method of direct marketing whereby a product or service is promoted through an advertisement that offers the customer the opportunity to purchase directly from the manufacturer.
|
|
|
| Directresponse Advertising
|
|
An advertising message that asks the reader, listener, or viewer to provide feedback straight to the sender. Directresponse advertising can take the form of direct mail, or it can use a wide range of other media, from matchbook covers or magazines to radio, TV, or billboards. (Ch. 1, 9)
|
|
|
| Discrepancy
|
|
An unreconciled disagreement involving differences among station logs, contracts, invoices, and the buyers records.
|
|
|
| Display
|
|
Successful download giving the user an opportunity to see.
|
|
|
| DISPLAY AD
|
|
An illustrated advertisement in a newspaper or magazine.
|
|
|
| Display Advertisement
|
|
(1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone, such as window sign.
|
|
|
| Display Advertisement.
|
|
(1) In print media, any advertisement other than a classified ad. (2) An ad that stands alone, such as window sign.
|
|
|
| Display Advertising
|
|
Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components. (Ch. 14)
|
|
|
| Display Advertising
|
|
Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual elements in addition to copy text.
|
|
|
| Display Allowances
|
|
Fees paid to retailers to make room for and set up manufacturers displays. (Ch. 9)
|
|
|
| Display Type
|
|
A style of typeface used in advertising that is larger and heavier than normal text type. Display type is often used in headlines, subheads, logos, and addresses, and for emphasis. (Ch. 13)
|
|
|
| Display URL
|
|
Your website name that is displayed in the search results of the PPC search engine.
|
|
|
| Display.
|
|
Arrangement of typographical and design elements to make printed material attractive to the reader. See also “layout.”
|
|
|
| Dissolve
|
|
Fading from one scene to another in a film or television production.
|
|
|
| Dissolve.
|
|
A gradual fade from one scene to another in a film or television production, usually denoting passage of time .
|
|
|
| Dissonance/attribution Model
|
|
A type of response hierarchy where consumers first behave, then develop attitudes or feelings as a result of that behavior, and then learn or process information that supports the attitude and behavior.
|
|
|
| Distribution Channel
|
|
The network of all the firms and individuals that take title, or assist in taking title, to the product as it moves from the producer to the consumer. (Ch. 5)
|
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| Distribution Element
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How and where customers will buy a companys product; either direct or indirect distribution. (Ch. 5)
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| Distribution Objectives
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Where, when, and how advertising should appear. (Ch. 8)
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| Distributor
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A company or person that distributes a manufacturers goods to retailers. The terms wholesaler and jobber are sometimes used to describe distributors.
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| Dithered/Dithering
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In order to display a fullcolor graphic image on a 256color monitor, computers must simulate the colors it cannot display. They do this by dithering which is combining pixels from a 256color palette into patterns that approximate other colors. At a distance, the human eye merges the pixels into a single color. Up close, the graphic image will appear pixelated and speckled.
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| Diversification Strategy
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An approach to investment that emphasises the need to have a range of investment types as part of an investors portfolio. This allows the risk of investment to be spread.
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| Diversified
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The participation of a business in a range of different sectors and/or industries. It can result in improved income streams and a method of spreading risk.
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| Diversity
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The range of people in a business in relation to gender, ethnicity, age and other characteristics that distinguish individuals from each other. Modern management views diversity as a way of creating competitive advantage as well as being a socially responsible employment practice.
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| Diverting
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Purchasing large quantities of an item at a regional promotional discount and shipping portions to areas of the country where the discount isnt being offered. (Ch. 9)
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| Diverting
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A practice whereby a retailer or wholesaler takes advantage of a promotional deal and then sells some of the product purchased at the low price to a store outside of their area or to a middleman who will resell it to other stores.
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| Dividend
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The money credit union gives its members for keeping their money in the credit union. Dividends come from the extrmoney credit union earns. Credit unions return all extrmoney to members because the members own the credit union. Bank gives its extrmoney, called profit to the stockholders that own it. But the stockholders dont have to keep their money in the bank.
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| Dividends
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The part of a companys earnings that is distributed to shareholders in return for their capitalthey are paid regularly (usually halfyearly) and provide some indication of the companys success.
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| Division
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An independent unit within a company or group of companies which has a focus on a particular aspect of the businessdivisions can be established by product/service type, geography or customer.
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| DMA
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Designated Market Area, Nielsens geographic definition of TV markets by county.
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| DMA
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Please refer designated market areas. (Ch. 15)
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| DMCA Digital Millennium Copyright Act
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A declaration that protects digital works found online.
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| DMOZ
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Also known as the Open Directory Project.
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| DNS
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Stands for Domain Name System. The DNS translates URL text addresses.
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| DNS Domain Name System
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A protocol that lets computers recognize each other through an IP Address, whereas the human sees a website URL.
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| DNS Lookup
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Sometimes referred to as Reverse Domain Name Server Lookup. Most often used by webmasters while looking at server log files. It converts a unique IP address of a site visitor to its domain name.
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| DOG AND PONY SHOW (Colloquial)
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An elaborate pitch or presentation of an advertising campaign.
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| Dogpile
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A Meta search engine. Found at http://www.dogpile.com
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| Domain
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An Internet address. The most significant part of the address comes at the end. Typical toplevel domains are .com, .edu, .gov, .org. There are also various geographic toplevel domains (e.g, .ar, .ca, .fr, .ro, etc.)
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| Domain Name
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The unique name that identifies an Internet site. Every domain name consists of one top or highlevel and one or more lowerlevel designators. Toplevel domains (tlds) are either generic or geographic. Generic toplevel domains include .com (commercial), .net (network), .edu (educational), .org (organizational, public or noncommercial), .gov (governmental), .mil (military); .biz (business), .info (informational),.name (personal), .pro (professional), .aero (air transport and civil aviation), .coop (business cooperatives such as credit unions) and .museum. Geographic domains designate countries of origin, such as .us (United States), .fr (France), .uk (United Kingdom), etc.
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| Donut
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When writing a jingle, a hole left for spoken copy. (Ch. 12)
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| Dooropener
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A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch.
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| Doorway Page
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A web page created expressly in hopes of ranking well for a term in a search engines nonpaid listings and which itself does not deliver much information to those viewing it. Instead, visitors will often Please refer only some enticement on the doorway page leading them to other pages (i.e., Click Here To Enter), or they may be automatically propelled quickly past the doorway page. With cloaking, they may never Please refer the doorway page at all. Several search engines have guidelines against doorway pages, though they are more commonly allowed in through paid inclusion programs. Also referred to as bridge pages, gateway pages and jump pages, among other names.
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| Doorway Page
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A web page designed to draw in Internet traffic from search engines, and then direct this traffic to another website.
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| Double Truck
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A twopage spread in a print publication, where the ad runs across the middle gutter.
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| Downscale
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A word to describe a persons status at the lower end of the socioeconomic scale.
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| DPI
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Stands for dots per inch. DPI specifies the resolution of an output device, such as a computer screen or a printer, or an input device, such as a scanner. Web page resolution ranges from 7286 dots per inch. Print resolution usually runs from 300600 dots per inch on a Laser Printer and 125200 dots per inch for photographic images on a print brochure.
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| DPO Distinct Point Of Origin
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A unique address from which a browser connects to a Web site on the Internet.
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| Drama Message
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One of the three literary forms of advertising messages in which the characters act out events directly in front of an imagined empathetic audience. (Ch. 1)
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| Drill Down
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When an online user accesses more and more pages of the Web site, i.e., he or she goes deeper into the content of the site.
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| DRIVE TIME
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The hours when the most commuters are in their cars. During "drive time," radio advertising costs more because of increased listenership.
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| Drive Time
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Used in radio, this refers to morning and afternoon times when consumers are driving to and from work. Please refer Daypart, above.
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| Drive Times
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Radio use Monday through Friday at 610 A.M. and 37 P.M. (Ch. 15)
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| Drop Capital Or Drop Initial.
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A capital letter at the beginning of an article or paragraph, as in the sample below. Dcapitals may be two or more times as big as the body type, and may be inset into the beginning of the first two or three lines. When a drop initial is used, the first word of the text is often set in capitals.
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| Drop Shadow
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A drop shadow gives an image depth by creating a shading offset behind a selected image.
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| DSL
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Please refer direct subscriber line. (Ch. 16)
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| DSL Digital Subscriber Line
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A highspeed dedicated digital circuit from a given location to the telephone companys central office, using normal copper telephone lines. Dsl provides a separate channel for voice and fax, which means that phone calls and faxes can be carried at the same time highspeed data is flowing across the line. Dsl is a general term that includes several variations: adsl (asymmetric digital subscriber line), ranging up to 1.5 mbps; hdsl (highbitrate digital subscriber line), 1.5 mbps; sdsl (singleline digital subscriber line), 1.5 mbps; vdsl (very highdatarate digital subscriber line), ranging up to 2.3 mbps; and rdsl (rate adaptive digital subscriber line), various speeds.
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| Duallisted Company
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A registered public company that has its securities traded on more than one stock exchange.
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| Dubs
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Duplicates of radio commercials made from the master tape and sent to stations for broadcast. (Ch. 13)
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| Due Diligence
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The process of investigation into the details of a potential investment, such as the examination of operations, management and financial reports.
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| DUMMY
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A rough layout of assembled work for a brochure or other printed piece.
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| Dummy
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A copy (e.g., xerographic duplicate) of an ad, or even blank sheets of paper, provided to a printer or artist as an example of the size, color, or other aspect of the ad to be produced.
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| Dummy
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A threedimensional, handmade layout of a brochure or other multipage advertising piece put together, page for page, just like the finished product will eventually appear. (Ch. 12)
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| Dupes
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Copies of a finished television commercial that are delivered to the networks or TV stations for airing. (Ch. 13)
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| Duplicated Audience
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That portion of an audience that is reached by more than one media vehicle.
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| Duplicated Research
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Audience members exposed to a message as a result of messages having appeared in two or more different media vehicles.
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| Duplication
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The exposure of part of one vehicles audience to a second vehicle.
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| Duplication
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The number of people who are reached by two or more stations/timeblocks/spots/programs/media, etc.
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| DVR Digital Video Recorder
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A high capacity hard drive that is embedded in a settop box, which records video programming from a television set. These dvrs are operated by personal video recording software, which enables the viewer to pause, fast forward, and manage all sorts of other functions and special applications.
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| Dyadic Communication
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A process of direct communication between two persons or groups such as a salesperson and a customer.
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| Dynamic Ad Placement
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The process by which an ad is inserted into a page in response to a users request. Dynamic ad placement allows alteration of specific ads placed on a page based on any data available to the placement program. At its simplest, dynamic ad placement allows for multiple ads to be rotated through one or more spaces. In more sophisticated examples, the ad placement could be affected by demographic data or usage history for the current user.
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| Dynamic Content
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Information on web pages that change or is changed automatically, e.g. Based on database content or user information. Sometimes its possible to spot that this technique is being used, e.g. If the URL, ends with .asp, .cfm, .cgi or .shtml. It is possible to serve dynamic content using standard (normally static) .htm or .html type pages, though Search engines will currently index dynamic content in a similar fashion to static content, although they will not usually index urls which contain the ? Character.
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| Dynamic IP Address
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An IP address that changes every time a user logs on to the Internet.
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| Dynamic IP Address
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An IP address that changes each time you connect to the Internet.
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| Dynamic Rotation
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Delivery of ads on a rotating, random basis so that users are exposed to different ads and ads are served in different pages of the site.
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| Dynamic Rotation.
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Delivery of ads on a rotating, random basis. Dynamic rotation allows ads to be served on different pages of the site and exposes users to a variety of ads.
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| Dynamic Site
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A site that uses a database to store its content and is delivered based on the variable passed to the page.
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