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| Galley Proof
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A typeset copy of an ad or editorial material, before it is made into pages for final production.
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| Galvanometer
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A device for measuring galvanic skin response or GSR. The galvanometer indirectly assesses the degree of emotional response to an advertisement by measuring minute amounts of perspiration. . Imagine that you are asked to divide a line to that the raio of the short segment to the longer segment is the same as the raio of the longer segment to the whole line. That is, if a represents the length of the short segment and b represents the length of the longer segment, find values for a and b such that . B a b b a + = where a + b = 1. The division of a line that answers to this requirement has come to be known as the “golden section” of a line. The ratio is 1.618. (Green 1995)
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| Galvanometer Test
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A research method that measures physiological changes in consumers when asked a question or shown some stimulus material (such as an ad).
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| Game
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A promotion that is a form of sweepstakes because it has a chance element or odds of winning associated with it. Games usually involve game card devices that can be rubbed or opened to unveil a winning number or prize description.
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| Game
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A sales promotion activity in which prizes are offered based on chance. The big marketing advantage of games is that customers must make repeat visits to the dealer to continue playing. (Ch. 9)
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| Gatefold
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Double or triplesize pages, generally in magazines, that fold out into a large advertisement.
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| Gatefold
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A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium. (Ch. 14)
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| Gatefolds
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An oversize magazine page or cover that is extended and folded over to fit into the publication. Gatefolds are used to extend the size of a magazine advertisement and are always sold at a premium.
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| Gateway Page
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A web page submitted to a search engine (spider) to give the relevancealgorithm of that particular spider the data it needs, in the format that it needs it, in order to place a site at the proper level of relevance for the topic(s) in question.
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| General Consumer Agency
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An agency that represents the widest variety of accounts, but it concentrates on companies that make goods purchased chiefly by consumers. (Ch. 3)
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| General Preplanning Input
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Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.
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| Generic Brand
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Products not associated with a private or national brand name.
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| Geodemographic Segmentation
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Combining demographics with geographic segmentation to select target markets in advertising. (Ch. 5)
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| Geographic Editions
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Magazines that target geographic markets and have different rates for ads. (Ch. 14)
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| Geographic Segmentation
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A method of segmenting a market on the basis of different geographic units or areas.
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| Geographic Segmentation
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A method of segmenting markets by geographic regions based on the shared characteristics, needs, or wants of people within the region. (Ch. 5)
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| Geographical Weighting
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A media scheduling strategy where certain geographic areas or regions are allocated higher levels of advertising because they have greater sales potential.
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| Geo-Targeting.
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The distribution of ads to a particular geographical area. For example, you can use a place name in your keyword, such as "Minnesota multimedia" or "Sacramento farm equipment." Some search engines allow you to target specific countries – and languages – without using keyword relevance.
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| GIF
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Stands for graphics interchange format. GIF images are the most widely used graphic format on the Internet. GIF images display up to 256 colors.
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| GIF Graphic Interchange Format
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A graphic format which uses compression to store and display images.
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| GIF89a/Animated GIF
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An extension of the .gif format which creates animation through a sequence of images being stored in a single image. A delay is customizable between frames to render the appearance of animation, much like a flappable picturebook.
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| Gigabyte
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One gigabyte equals 1000 megabytes.
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| GIVEAWAY
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A novelty or gift used in a promotion. Banks frequently offer giveaways, or prizes, to customers opening accounts.
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| Global Advertising
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The use of the same basic advertising message in all international markets.
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| Global Advertising
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Advertising used by companies that market their products, goods, or services throughout various countries around the world with messages that remain consistent. (Ch. 1)
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| Global Marketers
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Multinationals that use a standardized approach to marketing and advertising in all countries. (Ch. 3)
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| Global Marketing
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A strategy of using a common marketing plan and program for all countries in which a company operates, thus selling the product or services the same way everywhere in the world.
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| Global Positioning System GPS
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New satellitebased system whereby outdoor advertising companies give their customers the exact latitude and longitude of particular boards. Media buyers, equipped with sophisticated new software on their desktop computers, can then integrate this information with demographic market characteristics and traffic counts to determine the best locations for their boards without ever leaving the office. (Ch. 17)
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| Glow
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A glow is the opposite of a shadow in that it creates a surrounding highlight of an image. A high radiance creates a soft, subtle glow and a low radiance creates a hard, bright glow.
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| Go.com
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A failed search engine owned by Disney, that has now become a portal for their media properties (Disney, ABC, ESPN). Its search is now provided by Overture.
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| Goods
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Tangible products such as suits, soap, and soft drinks. (Ch. 1)
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| Google
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Currently, the worlds #1 search engine.
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| Google AdWords
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Googles PPC program.
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| Google Adwords™ Program.
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A flexible program based on cost-per-click (CPC) pricing, with dynamic placement at the side of Google search results. You set a maximum CPC and only pay when a customer clicks on your ad, no matter how many times it is shown. A syndication option allows top-performing ads to reach users on Google's network of search and content sites, including AOL, Ask Jeeves, earthlink, AT&T Worldnet, compuserve, Netscape, ABC.com, and About.com. Adwords enables you to manage the details of your campaign over the Internet at any time. For advertisers with more extensive campaigns and larger budgets, Google provides a full suite of premium strategic services.
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| Google Analytics
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Googles website visitor tracking and analysis service. Formerly known as Urchin.
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| Google Bombing
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A technique where using the same text anchor links, many people link to a certain page, usually of irrelevant content.
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| Google Mobile Sitemaps
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An extension of Google Sitemaps that enables you to submit urls that serve content for mobile devices into our mobile index.
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| Google Sitemaps
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Recently renamed to Google Webmaster Tools
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| Google Toolbar
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A browser plugin in the form of a toolbar featuring a Google search bar, as well as other Google tools.
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| GoogleBot
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The spider that performs a deep crawl of your site.
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| Googlebowling
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To nudge a competitor from the serps.
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| GOOGOL
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This is the term that inspired the creators of Google to use this nameit means: 10100 = 1 followed by 100 zeros
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| Googolplex
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The largest number with name. If we knew how many atoms there are in the universe, that number would still be less than googolplex. Notice that googolplex is not simply the largest number, because there is always googolplex + 1!
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| GoTo
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The previous name of Overture, which operates a payperclick scheme where web sites can pay to increase their hierarchy. The URL is http://www.overture.com.
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| Government Markets
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Governmental bodies that buy products for the successful coordination of municipal, state, federal, or other government activities. (Ch. 4)
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| Gradient
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A gradient is a gradual transition of colors. Many metallic images are gradients. Web images that use gradient fills as a special effect should be saved as a JPEG rather than a GIF.
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| Graphic Backgrounds
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The bottommost layer on a web page, usually with either a design or color that highlights the above copy. A small graphic can be tiled to create a background texture for a web page.
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| Graphic Design
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The art of visual communication. The conception, planning and execution of designs that communicate a specific message to a specific audience within a given limitationfinancial, physical, or psychological.
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| GRAPHIC DESIGN
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Any form of visual artistic representation.
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| GRAPHIC DESIGNER
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The person responsible for producing artistic representations, usually under the guidance of an art director or creative director.
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| Gravure
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A printing process that uses an etched printing cylinder.
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| GREEK
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The gibberish or nonsense text placed in a "dummy" to signify where the copy will eventually be.
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| Green Advertising
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Advertising that promotes a product or services ability to help or, more likely, not hurt the environment.
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| Green Advertising.
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Advertising that promotes a product or service’s ability to help or, more likely, not hurt the environment.
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| Green Marketing
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The marketing and promotion of products on the basis of environmental sensitivity.
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| Grid Card
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A broadcast media rate card that lists rates on a grid, according to the time periods that might be selected for the ad.
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| Gross Audience
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The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.
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| Gross Audience.
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The combined audience of all possible media in a campaign. Some or much of the gross audience may actually represent duplicated audience. [clarify]
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| Gross Exposures
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The total number of times an ad is served, including duplicate downloads to the same person.
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| Gross Impressions
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The total of all the audiences delivered by a media plan. (Ch. 8)
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| Gross Impressions
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Total number of unduplicated people or households represented by a given media schedule.
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| Gross Impressions
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The total number of exposures to an advertisement or commercial.
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| Gross Impressions GIs
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The sum of the Average quarterhour Persons (AQH) audience for all commercials in a given schedule. The total number of times a commercial will be heard over the course of a schedule.
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| Gross Impressions.
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Total number of unduplicated people or households represented by a given media schedule.
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| Gross Rating Points (Grps)
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A statistic that represents the mathematical product of reach multiplied by frequency. The number of grps indicates the total exposure of advertising during a time period, that is, the gross coverage or duplicated audience that is exposed to a particular advertising schedule.
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| Gross Rating Points GRPs
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A measure that represents the total delivery or weight of a media schedule during a specified time period. Grps are calculated by multiplying the reach of the media schedule by the average frequency.
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| Gross Rating Points GRPs
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The total audience delivery or weight of a specific media schedule. It is computed by dividing the total number of impressions by the size of the target population and multiplying by 100, or by multiplying the reach, expressed as a percentage of the population, by the average frequency. In television, gross rating points are the total rating points achieved by a particular media schedule over a specific period. For example, a weekly schedule of five commercials with an average household rating of 20 would yield 100 grps. In outdoor advertising, a 100 gross rating point showing (also called a number 100 showing) covers a market fully by reaching 9 out of 10 adults daily over a 30day period. (Ch. 8, 15)
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| Gross Rating Points GRPs
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Reach times average frequency. This is a measure of the advertising weight delivered by a vehicle or vehicles within a given time period.
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| Gross Rating Points GRPs
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The sum of all rating points achieved for a particular commercial schedule.
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| Group System
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System in which an ad agency is divided into a number of little agencies or groups, each composed of an account supervisor, account executives, copywriters, art directors, a media director, and any other specialists required to meet the needs of the particular clients being served by the group. (Ch. 3)
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| Group System
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The organization of an advertising agency by dividing it into groups consisting of specialists from various departments such as creative, media, marketing services, and other areas. These groups work together to service particular accounts.
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| Growth Stage
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The period in a product life cycle that is marked by market expansion as more and more customers make their first purchases while others are already making their second and third purchases. (Ch. 5)
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| GRPs
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Please refer gross rating points. (Ch. 8, 15)
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| GSM Global System For Mobile
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The wireless telephone standard in Europe.
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| Guaranteed Circulation
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A media rate that comes with a guarantee that the publication will achieve a certain circulation.
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| Guaranteed Circulation
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The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers. (Ch. 14)
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| GUI Graphical Interchange Format
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A way of enabling users to interact with the computer using visual icons and a mouse rather than a commandlike prompt/interpreter.
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| Gunning Fog Index.
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A measure of readability based on the length of sentences and big words. G = 0.4 * (S+W), where S is the average number of words per sentence, and W is the percentage of words with three or more syllables (ignoring common suffixes such as “ed” and “ing”). The resulting index approximates the number of years of schooling needed to understand the material. Abruzzini (1967) discusses this and other ways to measure readability. Word processing programs allow for easy assessment of readability, although the analyst should purge tables, references, subtitles, and numbers when doing the calculations. The score indicates the number of years of education to represent the reading level.
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| Gutter
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The inside margins of two pages that face each other in a print publication.
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| GUTTER
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The white space formed by the inner margins on two facing pages.
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