|
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| Facings
|
|
Refers to the number of billboards used for an advertisement.
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| FACT SHEET
|
|
A standard page in a company’s press kit, the fact sheet gives a brief description of the company’s business and area of expertise, the company’s address(es), phone numbers, principals, date of establishment, etc. A well-prepared fact sheet saves the journalist hours of time and increases the company’s chance of press coverage.
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| Factbased Thinking
|
|
A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution. (Ch. 11)
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| Factory Pack
|
|
A premium attached to a product, in or on the packaging.
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| Failure Fee
|
|
A trade promotion arrangement whereby a market agrees to pay a penalty fee if a product stocked by a retailer does not meet agreedupon sales levels.
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| Failure To Transfer
|
|
Content requested by a browser can fail to transfer if the page is abandoned by the browser which requested it (Please refer abandon) or if the server is unable to send the complete page, including the ads (known as an error or a communications error).
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| Fairness Doctrine
|
|
Until the mid1980s, a Federal Communications Commission policy that required broadcasters to provide time for opposing viewpoints any time they broadcast an opinion supporting one side of a controversial issue.
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| Fairness Doctrine
|
|
A Federal Communications Commission program that required broadcasters to provide time for opposing viewpoints on important issues.
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| Family Brand
|
|
The marketing of various products under the same umbrella name. (Ch. 5)
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| Family Brand
|
|
A brand name that is used for more than one product, i.e., a family of products.
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| Family/Ad Family
|
|
A collection of one or more ad creatives. Also called ad campaign.
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| FAQ
|
|
Frequently asked questions
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| FAQ
|
|
Frequently asked questions.
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| Farm Advertising
|
|
Advertising directed to farmers as businesspeople and to others in the agricultural business. Also called agricultural advertising. (Ch. 1)
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| Farm Publications
|
|
Magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services. (Ch. 14)
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| FCC
|
|
Please refer Federal Communications Commission. (Ch. 2)
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| FCC
|
|
Federal Communications Commission. The federal agency responsible for regulating broadcast and electronic communications.
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| FCC (Federal Communications Commission).
|
|
The federal agency responsible for regulating broadcast and electronic communications.
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| FDA
|
|
Please refer Food and Drug Administration. (Ch. 2)
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| FDA (Food And Drug Administration)
|
|
Government agency that regulates advertising of foods, drugs, and cosmetics.
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| Fear Appeals
|
|
An advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior.
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| Feathering
|
|
Feathering the edge of a graphic image gradually dissipates the edge, making the edge look blurry.
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| Feature Article
|
|
Soft news about companies, products, or services that may be written by a PR person, the publications staff, or a third party. (Ch. 10)
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| Features
|
|
The particular factual attributes of a product that make it interesting to prospects, such as size, shape and colour.
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| Federal Communications Commission FCC
|
|
Federal regulatory body with jurisdiction over radio, television, telephone, and telegraph industries. Through its licensing authority, the FCC has indirect control over broadcast advertising. (Ch. 2)
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| Federal Reserve Bank
|
|
Financial institution that holds money and lends money to other banks and credit unions. There are federal reserve banks in 12 regions of the u.s. they make up the federal reserve system.
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| Federal Trade Commission Act
|
|
Federal legislation passed in 1914 that created the Federal Trade Commission and gave it the responsibility to monitor deceptive or misleading advertising and unfair business practices.
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| Federal Trade Commission FTC
|
|
The major federal regulator of advertising used to promote products sold in interstate commerce. (Ch. 2)
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| Feecommission Combination
|
|
A pricing system in which an advertising agency charges the client a basic monthly fee for its services and also retains any media commissions earned. (Ch. 3)
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| Feecommission Combination
|
|
A type of compensation system whereby an advertising agency establishes a fixed monthly fee for its services to a client and media commissions received by the agency are credited against the fee.
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|
| Feedback
|
|
Part of message recipients response that is communicated back to the sender. Feedback can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received.
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| Feedback
|
|
A message that acknowledges or responds to an initial message. (Ch. 1, 4)
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| Feel Products.
|
|
Feel products are those that offer positive experiences. They are typically “feel-good” products.
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| FFA
|
|
Free For All links. These are places that allow anyone to add a link. Search engines do not endorse FFA and ignore them. FFA has become one of the biggest sources of email addresses for spammers.
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| FFA Free For All
|
|
A site where anyone can list their link. Dont waste any time submitting your site to these places.
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| Field Of Experience
|
|
The experiences, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation.
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| Field Tests
|
|
Tests of consumer reactions to an advertisement that are taken under natural viewing situations rather than in a laboratory.
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|
|
| FILLER
|
|
A short, interesting, sometimes humorous news item used to fill leftover space on the page. The most widely read "articles" in any newspaper, fillers constitute an excellent (and often overlooked) vehicle for obtaining press coverage for an organization.
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|
| Filter Words
|
|
Words such as is, am, were, was, the, for, do, ETC, that search engines deem irrelevant for indexing purposes. Also known as Stop words.
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|
|
| Filtering
|
|
The process of removing robotic activity and error codes from measurement records to make the remaining records representative of valid human Internet actions.
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|
|
| Filtration Guidelines
|
|
IAB voluntary guidelines for removing nonhuman activity in the reported measurement of ad impressions, page impressions, unique visitors and clicks. Please refer iab.net for ad campaign measurement guidelines.
|
|
|
| Financial Audit
|
|
An aspect of the advertising agency evaluation process that focuses on how the agency conducts financial affairs related to serving a client.
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|
|
| Finger
|
|
An Internet software tool for locating people on other Internet sites. A finger is also sometimes used to give access to nonpersonal information, but the most common use is to Please refer if a person has an account at a particular Internet site. Not all sites allow incoming finger requests.
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|
| Firewall
|
|
A security barrier placed between an organizations internal computer network and the Internet. A firewall is based on rules which allow and disallow traffic to pass, based on the level of security and filtering a network administrator wishes to employ.
|
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|
| Firstrun Syndication
|
|
Programs produced specifically for the syndication market.
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|
|
| Firstrun Syndication
|
|
Programs produced specifically for the syndication market. (Ch. 15)
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| Five Ms T
|
|
He elements of the media mix that include markets, money, media, mechanics, and methodology. (ch. 8)
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| Fix.
|
|
A point at which display material being scanned attracts the reader’s eyes and sends a subconscious message to the effect that this material looks interesting and may be worth reading.
|
|
|
| Fixed Bidding
|
|
Unlike auto-bidding, in fixed bidding there will be no automatic setting of the bid amount. You will pay the amount that you bid on each keyword.
|
|
|
| Fixed Position
|
|
The guaranteed location of an ad in a particular vehicle (e.g., opposite the table of contents). Also, the guaranteed location of a commercial at a specific time on a specific day.
|
|
|
| Fixed Position sometimes Called “anchored”
|
|
A commercial scheduled to run at a precise time, or a commercial scheduled to run within specific programming content.
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|
|
| Fixed Rate
|
|
A premium priced broadcast announcement which is guaranteed as nonpreemptible.
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|
|
| Fixedfee Arrangement
|
|
A method of agency compensation whereby the agency and client agree on the work to be done and the amount of money the agency will be paid for its services.
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|
|
| Fixedsumperunit Method
|
|
A method of determining an advertising budget, which is based directly on the number of units sold.
|
|
|
| Flame
|
|
An inflammatory opinion or criticism distributed by email or posted on a newsgroup.
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|
| Flash
|
|
A Rich Media file format allowing for high animation and audio compression. Requires a plugin for viewing.
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| Flash Downloading
|
|
The ability to automatically send software upgrades to a settop box network.
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|
|
| Flash™
|
|
Macromedias vectorbased graphics file format which is used to display interactive animations on a Web page. This form of rich media technology is available via a plugin.
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|
|
| Flat Rate
|
|
A media rate that allows for no discounts.
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|
|
| Flat Rate
|
|
A standard newspaper advertising rate with no discount allowance for large or repeated space buys. (Ch. 14)
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|
|
| Flat Rates
|
|
A standard newspaper advertising rate where no discounts are offered for large quantity or repeated space buys.
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|
|
| Flats
|
|
Opaque plastic sheets that film negatives are mounted on in perfect registration; light passes through only where lines and dots are to appear on the printing plate. (Ch. 13)
|
|
|
| Flesch Formula
|
|
A test used to assess the difficulty level of writing based on the number of syllables and sentences per 100 words.
|
|
|
| Flight
|
|
A portion of an advertising campaign run without hiatus for a specific period of time.
|
|
|
| Flight
|
|
Advertising agency scheduling concept that alternates periods of advertising activity with periods of no activity.
|
|
|
| Flight Dates
|
|
Start and end dates of an advertising campaign.
|
|
|
| Flighting
|
|
A media schedule that involves more advertising at certain times and less advertising during other time periods.
|
|
|
| Flighting
|
|
The period during which an advertiser runs their advertising (less than 52 weeks) as opposed to continuous advertising. Periodic waves of advertising, separated by periods of total inactivity.
|
|
|
| Flighting
|
|
Scheduling patterns characterized by periods of activity (flights) separated by periods on inactivity.
|
|
|
| Flighting
|
|
An intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all. (Ch. 8)
|
|
|
| Flighting.
|
|
A media schedule that involves more advertising during certain time periods and less advertising during others.
|
|
|
| Floating Ads
|
|
An ad or ads that appear within the main browser window on top of the Web pages normal content, thereby appearing to float over the top of the page.
|
|
|
| Floating Ads.
|
|
An ad that appears within the main browser window on top of the page's normal content, appearing to "float" over the top of the page.
|
|
|
| Flyer
|
|
A one page, (usually 8 1/2 x 11), printed piece
|
|
|
| FLYER
|
|
A handbill or loose sheet with a printed advertisement.
|
|
|
| FM
|
|
Frequency Modulation, variation of the oscillation patterns of the electromagnetic signal to transmit audio information. Generally providing greater fidelity and less interference than AM Radio, the FM band lies between 88.1 and 107.9 megacycles.
|
|
|
| Focus Group
|
|
A qualitative method of research in which four or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more. (Ch. 6)
|
|
|
| FOCUS GROUP
|
|
A group of potential consumers used in a market research effort, which is usually designed to determine the likely effectiveness of a product or advertising strategy.
|
|
|
| Focus Group Interview
|
|
A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.
|
|
|
| Focus Group Interview.
|
|
A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer. Focus groups are often mis-used. So often, in fact, that they should seldom be used. For more on this, go to jscottarmstrong.com and search under focus groups.
|
|
|
| Focus Groups
|
|
A qualitative marketing research method whereby a group of 1012 consumers from the target market are led through a discussion regarding a particular topic such as a product, service, or advertising campaign.
|
|
|
| Focus Groups
|
|
Small, select groups representing a target audience who are paid to answer questions at the behest of a market research organisation
|
|
|
| Fold
|
|
An ad or content that is viewable as soon as the Web page arrives. One does not have to scroll down (or sideways) to Please refer it. Since screen resolution can affect what is immediately viewable, it is good to know whether the Web sites audience tends to set their resolution at 640 x 480 pixels or at 800 x 600 (or higher).
|
|
|
| Folders
|
|
Large, heavystock fliers, often folded and sent out as selfmailers. (Ch. 16)
|
|
|
| Font
|
|
A typeface style, such as Helvetica, Times Roman, etc., in a single size. A single font includes all 26 letters, along with punctuation, numbers, and other characters.
|
|
|
| Font
|
|
A uniquely designed set of capital, small capital, and lowercase letters, usually including numerals and punctuation marks. (Ch. 13)
|
|
|
| Font Size.
|
|
Size is typically measured as points, where a point is about 1/82 of an inch. (mccarthy & Mothersbaugh (1992).
|
|
|
| Font.
|
|
A typeface style, such as Helvetica, or Times Roman, in a single size. A single font in English includes all 26 letters of the alphabet, along with punctuation, numbers, and other characters.
|
|
|
| Food And Drug Administration FDA
|
|
Federal agency that has authority over the labeling, packaging, and branding of packaged foods and therapeutic devices. (Ch. 2)
|
|
|
| Foreign Media
|
|
The local media of each country used by advertisers for campaigns targeted to consumers or businesses within a single country. (Ch. 3)
|
|
|
| Formal Research
|
|
Collecting primary data directly from the marketplace using qualitative or quantitative methods. (Ch. 6)
|
|
|
| Format
|
|
Type of programming featured on a radio station, e.g., news/talk, adult contemporary.
|
|
|
| Forms
|
|
HTML tags that define and label textentry boxes, check boxes, and radio buttons to create simple onscreen forms for collecting information from the viewer.
|
|
|
| Forward Buying
|
|
A retailers stocking up on a product when it is discounted and buying smaller amounts when it is at list price. (Ch. 9)
|
|
|
| Forward Buying
|
|
A practice whereby retailers and wholesalers stock up on a product being offered by a manufacturer at a lower deal or offinvoice price and resell it to consumers once the marketers promotional period has ended.
|
|
|
| Four As
|
|
Please refer AAAA, above.
|
|
|
| Four Color
|
|
Black and three colors (Blue, Yellow, Red) which are combined to produce full color print advertising.
|
|
|
| Four Ps
|
|
Please refer marketing mix. (Ch. 5)
|
|
|
| Four Ps
|
|
Stands for Product, Price, Place (i.e., distribution), and Promotion. This is also known as the Marketing Mix, Please refer below.
|
|
|
| Four Ps.
|
|
Stands for the primary policy variables in marketing: Product, Price, Place (i.e., distribution), and Promotion. This is also known as the Marketing Mix.
|
|
|
| Fourcolor Process
|
|
The method for printing color advertisements with tonal values, such as photographs and paintings. This process is based on the principle that all colors can be printed by combining the three primary colorsyellow, magenta (red), and cyan (blue)plus black (which provides greater detail and density as well as shades of gray). (Ch. 13)
|
|
|
| Fourcolor Process
|
|
A printing process that combines differing amounts of each of four colors (magenta, yellow, cyan & black) to provide a fullcolor print.
|
|
|
| Fourcolor Process
|
|
A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a fullcolor print.
|
|
|
| Fragmentation
|
|
The division of available audience in a market among multiple vehicles of a particular medium.
|
|
|
| Fragments.
|
|
Ads made up from parts of longer ads.
|
|
|
| Fragrance Strips
|
|
Perfume samples included in sealed inserts in magazines. (Ch. 14)
|
|
|
| Frame Rate
|
|
The number of frames of video displayed during a given time. The higher the frame rate, the more highquality the image will be.
|
|
|
| Frames
|
|
An HTML technique for combining two or more separate HTML documents within a single web browser screen. A framed web site often causes great problems for search engines, and may not be indexed correctly.
|
|
|
| Frames
|
|
In HTML, providing the ability to break the Web page into multiple, separately scrollable areas. Because some search engines cannot follow links in a framed web site, a good web designer will contain text in a noframestag and provide a link for search engines to index your site.
|
|
|
| Frames
|
|
Multiple, independent sections used to create a single Web page. Each frame is built as a separate HTML file but with one master file to control the placement of each section. When a user requests a page with frames, several files will be displayed as panes. Sites using frames report one page request with several panes as multiple page requests. IAB ad campaign measurement guidelines call for the counting of one file per frame set as a page impression.
|
|
|
| Framing.
|
|
|
|
|
| Franchise Position
|
|
A specific position in a newspaper or magazine reserved for an advertiser through an agreement with the publication.
|
|
|
| Franchised Position
|
|
An ad position in a periodic publication (e.g., back cover) to which an advertiser is given a permanent or longterm right of use.
|
|
|
| Franchising
|
|
A type of vertical marketing system in which dealers pay a fee to operate under the guidelines and direction of the manufacturer. (Ch. 5)
|
|
|
| Free Standing Insert Also Free Standing Stuffer
|
|
A preprinted ad of one or more pages which is inserted unbound into newspapers, especially Sunday editions.
|
|
|
| Freestanding Insert FSI
|
|
An advertisement or group of ads insertedbut not boundin a print publication, on pages that contain only the ads and are separate from any editorial or entertainment matter.
|
|
|
| Freestanding Inserts FSIs
|
|
Coupons distributed through inserts in newspapers. (Ch. 9)
|
|
|
| Freeware
|
|
Software distributed for free on the web.
|
|
|
| Frequency
|
|
The number of times a target audience is exposed to a media vehicle(s) in a specified period.
|
|
|
| Frequency
|
|
The average number of times an advertisement is run. Frequency, together with reach, determines what percentage of people are being targeted and how often they are seeing the message from your company.
|
|
|
| Frequency
|
|
The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency.
|
|
|
| Frequency
|
|
The number of times a unique recipient or user has viewed the same email message or web page.
|
|
|
| Frequency
|
|
The number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, frequency is calculated as the average number of times individuals or homes are exposed to the vehicle. (Ch. 8)
|
|
|
| Frequency
|
|
(1) The number of times, on average, within a given time period that members of the target audience are exposed to the advertiser’s message. Also called average frequency. (2) The position of a television or radio station’s broadcast signal within the electromagnetic spectrum.
|
|
|
| Frequency
|
|
(1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time period. (2) The position of a television or radio stations broadcast signal within the electromagnetic spectrum.
|
|
|
| Frequency
|
|
The number of times an audience get the opportunity to see an ad
|
|
|
| Frequency
|
|
The average number of times the same person will hear a commercial.
|
|
|
| Frequency Cap
|
|
The maximum number of times or length of times a site visitor will be shown the same or related advertisement.
|
|
|
| Frequency Discount
|
|
Reduced rates offered for multiple usage of a vehicle.
|
|
|
| Frequency Discounts
|
|
In newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period. (Ch. 14)
|
|
|
| Frequency Distribution
|
|
A breakdown by levels of frequency, of the number of persons reached, i.e. Reach broken down into x people exposed to the advertisement once, y people exposed twice, z people exposed three times, and so on.
|
|
|
| Frequency Distribution
|
|
A breakdown of the number of times various audience subgroups are exposed to an ad.
|
|
|
| Frequency.
|
|
The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies to track frequency.
|
|
|
| Fresh Crawl
|
|
Utilizes freshbot to review already indexed pages and any pages where the content has been updated.
|
|
|
| FreshBot
|
|
A sister to googlebot, this spider crawls highly ranked sites on a very frequent basis.
|
|
|
| Freshen Ads.
|
|
To repeat the basic message in newer ads, but with minor variations.
|
|
|
| Fringe
|
|
A television term referring to the period of time surrounding the prime time broadcast hours.
|
|
|
| Fringe Time
|
|
Television time periods adjacent to primetime in which the bulk of programming is locally originated and where more availabilitys exist. Early Fringe is between 4:00 and 7:30pm, Late Fringe after 11:00pm, ETZ.
|
|
|
| Fringe Time
|
|
A time period directly preceding and directly following prime time, on television.
|
|
|
| Frontload
|
|
Refers to creating a schedule that tends to place more commercials on days of the week that have less demand.
|
|
|
| FTC
|
|
Federal Trade Commission. The federal agency primarily responsible for regulating national advertising.
|
|
|
| FTC
|
|
First telecast, first date on which a commercial or program is scheduled for airing.
|
|
|
| FTC
|
|
Please refer Federal Trade Commission. (Ch. 2)
|
|
|
| FTC (Federal Trade Commission).
|
|
The federal agency primarily responsible for regulating national advertising.
|
|
|
| FTP
|
|
Stands for File Transfer Protocol. FTP allows you to copy or send files (htmldocuments, graphic images, spreadsheets) from one computer to another on the Internet.
|
|
|
| FTP File Transfer Protocol
|
|
Internet protocol which facilitates transfer of files.
|
|
|
| FTP File Transfer Protocol
|
|
Technology that allows file transfers from a local machine to a remote host.
|
|
|
| Fulfillment
|
|
Fulfillment is the back end of a direct marketing campaign, or all the activities that go on once the customers order is received: sending out mailers, opening orders, entering information in the computer and so on.
|
|
|
| Fulfillment House
|
|
A coupon clearing house. A company that receives coupons and manages their accounting, verification and redemption.
|
|
|
| Full Coverage Area FC
|
|
The geographical area covered by a stations signal, which may vary for different stations in a given market, and may change from survey to survey. It includes any area in which diaries are tabulated showing tuning to the station. Full Coverage audience cannot be expressed as percentages (reach%, rating) because a geographical area is not specifically defined.
|
|
|
| Full Position
|
|
An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.
|
|
|
| Full Position
|
|
In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reading matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 50 percent more than ROP rates. (Ch. 14)
|
|
|
| Full Showing
|
|
A unit of purchase in transit advertising where one card will appear in each vehicle in the system. (Ch. 17)
|
|
|
| Fullservice Advertising Agency
|
|
An agency equipped to serve its clients in all areas of communication and promotion. Its advertising services include planning, creating, and producing advertisements as well as performing research and media selection services. Nonadvertising functions include producing sales promotion materials, publicity articles, annual reports, trade show exhibits, and sales training materials. (Ch. 3)
|
|
|
| Fullservice Agency
|
|
An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, fullservice generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing.
|
|
|
| Fullservice Agency
|
|
An advertising agency that offers clients a full range of marketing and communications services including the planning, creating, producing, and placing of advertising messages and other forms of promotion.
|
|
|
| Fulltext Index
|
|
An index containing every word of every document cataloged, including Stop Words.
|
|
|
| Functional Consequences
|
|
Outcomes of product or service usage are tangible and can be directly experienced by a consumer.
|
|
|
| Fuzzy Search
|
|
A search that will find matches even when words are only partially spelled or misspelled.
|