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| Laboratory Tests
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Tests of consumer reactions to advertising under controlled conditions.
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| Lag
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The amount of time between making an online request or command and receiving a response. Please refer latency.
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| LAN Local Area Network
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A group of computers connected together (a network) which are at one physical location.
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| Landing Page
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Usually used in conjunction with a PPC campaign, they are calltoaction pages that prompt the user to engage the site.
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| Landing Page
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The specific web page that a visitor ultimately reaches after clicking a search engine listing. Marketers attempt to improve conversion rates by testing various landing page creative, which encompasses the entire user experience including navigation, layout and copy.
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| Landing Page.
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An active web page where Internet users will "land" when they click your online ad. Your landing page doesn't need to be your home page. In fact, ROI usually improves if your landing page directly relates to your ad and immediately presents a conversion opportunity — whether that means signing up for a newsletter, downloading a software demo, or buying a product. Also known as a destination URL or clickthrough URL.
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| Lanham Act
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Federal trademark law.
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| Lanham Act
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A federal law that permits a company to register a trademark for its exclusive use. The Lanham Act was recently amended to encompass false advertising and prohibits any false description or representation including words or other symbols tending falsely to describe or represent the same.
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| Large Rectangle
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An IMU size. The iabs voluntary guidelines include seven Interactive Marketing Unit (IMU) ad formats; two vertical units and five large rectangular units. Please refer iab.net for more information
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| Latency
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1) time it takes for a data packet to move across a network connection; 2) visible delay between request and display of content and ad. Latency sometimes leads to the user leaving the site prior to the opportunity to see. In streaming media, latency can create stream degradation if it causes the packets, which must be received and played in order, to arrive out of order.
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| Latent Semantic Indexing LSI
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A technique in information retreival used to process large natural language documents, such as websites, to identify the overall focus of the document by tackling two main problemsidentifying synonyms and differentiating polysems (same word with multiple meanings).
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| LAUNCH
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The introduction of a new product or service.
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| Layout
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A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) Of an ad.
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| LAYOUT
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A design for graphic advertising production, roughly depicting the look of the finished advertisement.
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| Layout
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An orderly formation of all the parts of an advertisement. In print, it refers to the arrangement of the headline, subheads, visuals, copy, picture captions, trademarks, slogans, and signature. In television, it refers to the placement of characters, props, scenery, and product elements, the location and angle of the camera, and the use of lighting. Please refer also design.
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| Layout
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The physical arrangement of the various parts of an advertisement including the headline, subheads, illustrations, body copy, and any identifying marks.
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| Layout.
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1) A general appearance of what the finished advertisement will look like, indicating the relationship between the text and graphic images . 2) Involves decisions about how the various components of headline, illustration, copy and identification marks are to be arranged and positioned on the page before the ad is run (BMA).
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| Lead
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A person or company who has expressed some sort of interest in your companys products or services. Leads may come in as ordinary inquiries or with an intention to buy.
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| Lead
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An inquiry about your college programs. Leads for colleges are potential students that have expressed an interest in learning more about the college and its programs.
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| Leadin Paragraph
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In print ads, a bridge between the headlines, the subheads, and the sales ideas presented in the text. It transfers reader interest to product interest.
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| Lead-In.
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Introductory monologue, as in a television or radio show .
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| Leading
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The measurement of the space between separate lines of text (pronounced ledding).
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| Leading
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The space between lines of type.
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| Learning
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A relatively permanent change in thought processes or behavior that occurs as a result of reinforced experience.
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| Leavebehind
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A premium left with prospective customers by a sales person, to remind them of the product or service being sold.
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| Left-Branching Sentence
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A sentence where the cause precedes the effect.
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| Legibility.
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| Letter Shop
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A firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing.
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| Letterhead Design
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Please refer Identity Systems
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| Letterpress
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A printing method that stamps ink onto paper, using raised lettering.
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| Lexicographic Decision Rule
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A type of decision rule where choice criteria are ranked in order of importance and alternatives are evaluated on each attribute or criterion beginning with the most important one.
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| Licensed Brands
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Brand names that other companies can buy the right to use.
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| Lifestyle
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Associates product with a particular style of living/way of doing things.
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| Lifestyle Segmentation
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Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.
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| Lifestyle Technique
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Type of commercial in which the user is presented rather than the product. Typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers.
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| Lifetime Customer Value LTCV
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A measurement of a consumers economic value to a company over the course of his or her entire lifetime which comes from developing lasting relationships.
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| Light Face.
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Type letter of normal form and size, but with reduced stroke width. This is normal (or medium) Bauhaus type. This is the light variation of Bauhaus typeface. [need to show difference when printed]
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| Lightness
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Refers to the range of achromatic colors ranging from white through gray to black. Achromatic color is produced when all wavelengths are equally reflected (white) or equally absorbed (black). Specific hues may be mixed with achromatic colors, and the lightness of the achromatic color will determine the lightness of the resulting mixture. For instance, white combined with red produces pink, a light color, while black combined with red produces a deep red that is not as light. Lightness is thus related to the reflectance of an object's surface.
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| Limen
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Our threshold of perception.
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| LINAGE
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Total lines of advertising; for example, a three column by ninety line advertisement has a total linage of 270 lines. A client’s linage in a specific publication may run to tens of thousands per month. By anticipating its clients’ linage requirements, Michael J. Motto Advertising can negotiate more advantageous rates with the media.
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| Linage
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Refers to the size of an ad, based on the number of lines of type taken up by the ad.
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| Line Conversion
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A highcontrast reproduction of an illustration, where all shading is reduced to either black or white.
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| Line Extension
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The strategy of applying an existing brand name to another product in the same category.
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| Line Film
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The product of a photograph shot with orthographic film which yields a highcontrast blackandwhite image with no gray tones.
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| Line Plate
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A printing plate used to produce blackandwhite artwork from line film
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| Line Rate
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Cost per agate line, the basic unit used to compute the cost for newspaper space.
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| Link
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An electronic connection between two Web sites. Also called hot link and hyperlink.
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| Link
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Also known as a hyperlink, it is the clickable area of text or image that allows for navigation on the Internet.
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| Link Farm
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A site that features links in no particular order which are totally unrelated to each other.
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| Link Farm
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Free for All links. These are places that allow anyone to add a link and are viewed as spam by the search engines.
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| Link Maximization
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The method of getting popular sites in your industry to link to your website.
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| Link Popularity
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How many sites link to your website.
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| Link Popularity
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A raw count of how popular a page is based on the number of backlinks it has. It does not factor in link context or link quality, which are also important elements in how search engines make use of links to impact rankings.
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| Link Text
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The clickable part of a hyperlink. Also known as Anchor Text or Anchor Link.
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| Link Text
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The text that is contained within a link. For example, search engine is a link that contains the link text search engine.
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| Linkage
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A count of the number of links pointing (inbound links) at a web site and links pointing out (outbound links). Many search engines now count linkage in their algorithms.
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| Linkage Media
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In direct marketing, media that help prospects and customers link up with a company.
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| LinkRot
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A reference to when urls are removed and the URL goes 404.
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| List Broker
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An agent who sells lists of sales prospects.
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| List Broker
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An intermediary who handles rental of mailing lists for list owners on a commission basis.
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| Listening Area
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Total extent of a radio stations signal.
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| Listings
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The information that appears on a search engines results page in response to a search.
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| Listserv
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A mailing list comprised of email addresses.
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| Listserver
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A program that automatically sends email to a list of subscribers or listserv.
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| Lithography
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A printing method in which the printing and nonprinting areas exist on the same plane, as opposed to a bileveled reproduction.
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| Live Action
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The basic production technique in television that portrays real people and settings, as opposed to animation.
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| Live Local
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The new name of MSN Local Search. Launched along with Live.com in the UK and US. The version of Microsoft Live Search that allows users to search for websites based on proximity to a location they specify along with the search string.
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| Live Read
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Announcement is read live onair by a station personality.
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| Live Search
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The new name of MSN Search. Launched along with Live.com and Live Local in the UK and US. Harnesses Web 2.0 technologies to provide personalised search and information.
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| LIVE TAG
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The voice-over at the end of a prerecorded commercial that provides current or local information, dealer addresses, etc.
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| LNA
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Leading National Advertisers, a syndicated source which analyzes advertising activity for major advertisers in six medianetwork TV, Spot TV, Network Radio, Magazines, Newspaper Supplements and Outdoor.
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| Load
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Usually used with upload or download, it means to transfer files or software from one computer or server to another computer or server. In other words, it is the movement of information online.
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| Loan
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An agreement in which lender lets borrower use money with the promise to return it in certain amount of time. The borrower usually pays back more than he borrowed to make the deal worth it to the lender. This extrrepayment is known as interest.
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| Loan Officer
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The person at a credit union or bank who reviews loan applications and decides whether to approve or reject them. Heres story about what loan officer does.
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| Loan Shark
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Person who lends people money and charges an extremely high interest rate on the loan. Loan sharks are usurers who operate secretly, without government regulation, so that people who borrow from them have little or no consumer protection.
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| Lobbying
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Informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.
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| Local Advertising
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(1) Advertising to a local merchant or business as opposed to regional or national advertising. (2) Advertising placed at rates available to local merchants.
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| Local Advertising
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Advertising done by companies within the limited geographic area where they do business.
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| Local Advertising
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Advertising by businesses within a city or county directed toward customers within the same geographical area.
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| Local Agency
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Advertising agencies that specialize in creating advertising for local businesses.
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| Local City Magazine
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Most major U.S. cities have one of these publications. Typical readership is upscale, professional people interested in local arts, fashion, and business.
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| Local Marketing Agreement LMA
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An arrangement where one station or owner takes sales responsibility for the commercial time on another station that it does not own.
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| Local Rate
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An advertising rate charged to a local advertiser , typically a retailer, by local media and publications, as distinguished from a national rate that is charged to a national advertiser, typically a manufacturer.
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| Local Time
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Radio spots purchased by a local advertiser.
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| Localised
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Refers to search results that have been ranked according to relelvance as well as proximity to the users physical location or a location specified along with the search query .
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| Localized Advertising Strategy
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Developing and advertising campaign specifically for a particular country or market rather than using a global approach.
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| Location
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Shooting away from the studio. Location shooting adds realism but can also be a technical and logistical nightmare, often adding cost and many other potential problems.
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| Log
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A file that keeps track of network connections.
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| Log
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A file that records all connections to a server.
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| Log Analysis Software
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Software that reads and analyzes server log files to provide usable reports to technical and management staff.
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| Log File
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A file that records transactions that have occurred on the Web server. Some of the types of data which are collected are: date/time stamp, URL served, IP address of requestor, status code of request, user agent string, previous URL of requestor, etc. Use of the extended log file format is preferable.
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| Log File
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Files maintained on a server in which details of all file accesses are stored. Analyzing log files can be a powerful way to find out about a web sites visitors, where they come from and which queries are used to access a site. Various software packages are available to analyze log files.
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| Logger
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A program that logs web page views. Most often a logger will also track referrals.
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| Login
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The identification or name used to access a computer, network or site.
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| LOGO
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A recognizable graphic design element, representing an organization or product.
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| Logo.
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A brand name or publication title presented in a special lettering style or typeface and used in the manner of a trademark .
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| Logotype
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Special design of the advertisers name (or product name) that appears in all advertisements. Also called a signature cut, it is like a trademark because it gives the advertiser individuality and provides quick recognition at the point of purchase.
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| LOGOTYPE
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The stylized lettering often employed in a logo.
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| Logotype logo
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A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.
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| Long Shot
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In film or photography, a scene that takes in the full view of the subject (e.g., the entire body of the person). A medium shot is from the waist up.
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| Long-Exposure Ads.
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Ads, such as in magazines or on websites, that allow the customers to take their time in viewing or reviewing an ad.
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| Longterm Macro Arguments
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Criticisms of advertising that focus on the social or environmental impact of marketing.
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| LookSmart
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A directory. The URL is http://www.looksmart.com
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| Loss Leader
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A retail item advertised at an invitingly low price in order to attract customers for the purchase of other, more profitable merchandise.
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| Loss Leader.
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A retail item advertised at an invitingly low price in order to attract customers for the purchase of other, more profitable merchandise.
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| Lot
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Acreage outside a studio that is shielded from stray, offsite sounds.
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| Lottery
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A scheme in which making a required purchase gives a person a chance to win a prize which is awarded at random, usually through an electronic drawing. Lotteries may not be used as promotion devices under U.S. laws.
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| Low Involvement Hierarchy
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A response hierarchy whereby a message recipient is viewed as passing from cognition to behavior to attitude change.
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| Low Risk/Routine Product.
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Low cost, day-to-day rewards to which we treat ourselves including beer, wine, soda, gum, hard candy, coffee, snack food, candy, fast food, desserts, and soft drinks (Weinberger, Spotts, Campbell, & Parsons 1995).
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| Lower Case.
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This term comes from the early period of hand-set and metal or wooden type; the compositor had two cases to hold the type – the lower case had the little letters and the one above it had the capitals.
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| Low-Involvement Goods.
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Goods about which people devote little effort when making a purchase decision.
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| Loyalty Index
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Frequency of listenership of a particular broadcast station.
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| LTC
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Last telecast, the last date on which a commercial or program is scheduled for airing.
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| Lumpsum Investment
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Money you deposit into your credit union savings account one time only. For example, you deposit $100 the day after your birthday.
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| Lycos
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A search engine. The URL is http://www.lycos.com
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