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| Habit
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An acquired or developed behavior pattern that has become nearly or completely involuntary. (Ch. 4)
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| HALFTONE
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An image formed by printing close-set dots of varying sizes on paper or other "hard" media.
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| Halftone
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A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots.
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| Halftone Plate
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Plate that prints dots, the combination of which, when printed, produces an optical illusion of shading as in a photograph. (Ch. 13)
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| Halftone Screen
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A glass or plastic screen, crisscrossed with fine black lines at right angles like a window screen, which breaks continuoustone artwork into dots so that it can be reproduced. (Ch. 13)
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| Halo Effect
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In ad pretesting, the fact that consumers are likely to rate the one or two ads that make the best first impression as the highest in all categories. (Ch. 6)
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| Halo Effect
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The tendency for evaluations of one attribute or aspect of a stimulus to distort reactions to its other attributes or properties.
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| HANDBILL
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A small, printed advertising sheet or flyer distributed by hand.
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| HARD SELL
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A general term to describe any aggressive advertising technique.
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| HDTV HighDefinition Television
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A higher quality signal resolution using a digital format for the transmission and reception of TV signals. HDTV provides about five times more picture information (picture elements or pixels) than conventional television, creating clarity, wider aspect ratio, and digital quality sound.
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| Head End
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The site in a cable system or broadband coaxial network where the programming originates and the distribution network starts. Signals are usually received off the air from satellites, microwave relays, or fiberoptic cables at the head end for distribution.
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| HEAD SHOT
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A glossy 8 x 10-inch photo focused on the face, usually of an actor or model.
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| Heading
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Many search engines give extra weight and importance to the text found inside HTML heading sections. It is generally considered good advice to use headings when designing web pages and to place keywords inside headings.
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| Headline
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Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention.
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| Headline
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The words in the leading position of an advertisementthe words that will be read first or that are positioned to draw the most attention. (Ch. 12)
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| Headline.
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1) Identifying statement, usually at the head of the page, usually one grammatical unit, usually largest type size, usually fairly brief (Holbrook & Lehmann 1980). 2) The largest display matter of an advertisement, which sets the theme of the copy .
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| Hedonic Products.
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It would be possible to test the hierarchy of effects – ask some people to use it to develop a campaign, and prohibit others. Then test the campaigns. Which are more profitable? Until we obtain supporting evidence, however, I suggest that you ignore the hierarchy of effects
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| Hemisphere Lateralization
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The notion that the human brain has two relatively distinct halves or hemispheres with each being responsible for a specific type of function. The right side is responsible for visual processing while the left side conducts verbal processing.
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| Heuristic
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A way to measure a users unique identity. This measure uses deduction or inference based on a rule or algorithm which is valid for that server. For example, the combination of ip address and user agent can be used to identify a user in some cases. If a server receives a new request from the same client within 30 minutes, it is inferred that a new request comes from the same user and the time since the last page request was spent viewing the last page. Also referred to as an inference.
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| Heuristics
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Simplified or basic decision rules that can be used by a consumer to make a purchase choice, such as buy the cheapest brand.
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| Hidden Differences
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Imperceptible but existing differences that may greatly affect the desirability of a product. (Ch. 5)
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| HIDDEN PERSUADERS
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A range of subtle or subliminal advertising messages.
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| Hidden Text
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Text on a web page which is visible to search engine spiders but not visible to human visitors. This is sometimes because the text has been set the same color as the background. Hidden text is often used for spamdexing. Many search engines can now detect the use of hidden text, and often remove offending pages from their database or lower such pages positioning.
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| Hidden Text
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Text that cant be seen normally in a browser.
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| Hierarchy Of Effects Model
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A model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action. The stages include awareness, interest, evaluation, trial, and adoption.
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| Hierarchy Of Needs
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Abraham Maslows theory that human needs are arranged in an order of hierarchy based on their importance. The need hierarchy includes physiological, safety, social/love and belonging, esteem, and selfactualization needs.
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| Hierarchy Of Needs
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Maslows theory that the lower biological or survival needs are dominant in human behavior and must be satisfied before higher, socially acquired needs become meaningful. (Ch. 4)
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| Hierarchyofeffects Theory
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A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product).
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| High-Involvement Goods.
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Products or services that people think carefully about when making a decision to buy. They are likely to be expensive or visible products that involve some risk, such as automobiles.
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| History Lists
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A pulldown menu which displays the sites youve recently visited so you can return to the site instantly or view your latest session. The same mechanism makes it possible for servers to track where you were before visiting a particular site.
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| Hit
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In the context of visitors to web pages, a hit (or site hit) is a single access request made to the server for either a text file or a graphic. If, for example, a web page contains ten buttons constructed from separate images, a single page will involve eleven hits on the server. In the context of a search engine query, a hit is a measure of the number of web pages matching a query returned by a search engine or directory.
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| Hit
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When users access a Web site, their computer sends a request to the sites server to begin downloading a page. Each element of a requested page (including graphics, text, interactive items) is recorded by the sites Web server log file as a hit. If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement.
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| Holding Power
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The ability to keep an audience throughout a broadcast, rather than having them change channels. It is represented as a percent of the total audience.
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| Holdover Audience
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The percent of a programs audience that watched or listened to the immediately preceding program on the same station. Also called Inherited audience (Please refer below).
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| Hologram
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A threedimensional photograph or illustration, created with an optical process that uses lasers.
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| Home Page
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In Internet advertising, an advertisers virtual storefront or gateway to more specific information about the company and its products. (Ch. 16)
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| Home Page
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The page designated as the main point of entry of a Web site (or main page) or the starting point when a browser first connects to the Internet. Typically, it welcomes you and introduces the purpose of the site, or the organization sponsoring it, and then provides links to other pages within the site.
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| Hook
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The part of a jingle that sticks in your memory. (Ch. 12)
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| HOOK
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A clever phrase or melody used to capture the consumer’s attention and help make the advertising message more memorable.
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| Horizontal Cooperative Advertising
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Joint advertising effort of related businesses (car dealers, realtors, etc.) To create traffic for their type of business. (Ch. 14)
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| Horizontal Cooperative Advertising
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A cooperative advertising arrangement where advertising is sponsored in common by a group of retailers or other organizations providing products or services to a market.
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| Horizontal Discount
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A discount on a media purchase resulting from a promise to advertise over an extended period of time.
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| Horizontal Publications
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Business publications targeted at people with particular job functions that cut across industry lines, such as Purchasing magazine. (Ch. 14)
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| Horizontal Publications
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Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
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| Horizontal Rotation
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The distribution of broadcast spots on different days of the week at the same time of day.
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| Host
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Any computer on a network that offers services or connectivity to other computers on the network. A host has an ip address associated with it.
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| Host/Hostess Gift
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A gift to a consumer who sponsors a sales demonstration party or meeting.
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| Hot Composition
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A method of typesetting that uses molten metal to form the letters for a typeface. Please refer Cold type, above.
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| Hot Spot
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Please refer Hyperlink.
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| Hotbot
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A search engine converted into a Meta search engine that displays results from Google, Teoma, Inktomi and Fast. The URL is http://www.hotbot.com.
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| HotBot
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One of the first generation of search engines. Now just offers search powered by a choice of Google or askjeeves.
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| Hotlists
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Pulldown or popup menus often displayed on browsers or search engines that contain new or popular sites.
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| House Ads
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Ads for a product or service from the same company. Revenues from house ads should not be included in reported revenues.
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| House Agency
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An advertising agency owned and operated by an advertiser, which handles the advertisers account.
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| House List
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A companys most important and valuable directmail list, which may contain current, recent, and longpast customers or future prospects. (Ch. 16)
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| House Organ
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A publication owned and operated by an advertiser, and used to promote the advertisers products or services.
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| House Organs
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Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a companys advertising or public relations department or by its agency. (Ch. 10, 16)
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| Households Using Television HUT
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The percentage of homes in a given area that are watching television during a specific time period.
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| Households Using Television HUT
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The number of households in a given market watching television at a certain time. This term is used by A.C. Nielsen.
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| Households Using TV HUT
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The percentage of homes in a given area that have one or more TV sets tuned on at any particular time. If 1,000 TV sets are in the survey area and 500 are turned on, the HUT figure is 50 percent. (Ch. 15)
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| HTML
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Hypertext Markup Languagethe (main) language used to write web pages.
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| HTML Hypertext Markup Language
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A set of codes called markup tags in a plain text (*.txt) file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered.
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| HTML Page
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A hypertext Markup Language document stored in a directory on a Web server and/or created dynamically at the time of the request for the purpose of satisfying that request. In addition to text, an HTML page may include graphics, video, audio, and other files.
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| HTTP Hypertext Transfer Protocol
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It is a generic, stateless, protocol which can be used for many tasks.
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| HTTP HyperText Transfer Protocol
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The format most commonly used to transfer documents on the World Wide Web.
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| HTTPS HyperText Transfer Protocol Secure
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It is a generic, stateless, protocol which can be used for many tasks, but has security features enabled to protect sensitive data.
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| Hub
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A site that has many outbound links, and few sites linking back.
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| Hue.
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The visual sensation that varies according to light wavelength. Hue is the basic component of what we usually mean when we use the term color.
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| HUT
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Homes Using Televisionthe percentage of television households viewing at a given time.
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| Hybrid Pricing
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Pricing model which is based on a combination of a CPM pricing model and a performancebased pricing model. Please refer CPM pricing model and performancebased pricing model.
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| HYPE
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Extreme promotion of a person, idea, or product.
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| Hyperlink
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HTML programming which redirects the user to a new URL when the individual clicks on hypertext.
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| Hypertext
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Text or graphical elements on a page which activates a hyperlink when clicked.
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| Hypoing
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Extra promotional or programming support to increase the audience of a station during the sweep periods when the national rating services are studying the market.
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