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| R Agged Left Type.
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| Radio Personality
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A disk jockey or talk show host.
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| Ragged Right Type.
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A style of type setting in which the right margin is uneven. It was developed to eliminate the need for uneven inter-word spacing or hyphens.
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| Random Probability Samples
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A sampling method in which every unit in the population universe is given an equal chance of being selected for
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| Random Sample
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A sample taken from any given population in which each person maintains equal chances of being selected.
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| Random Sample.
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A sample taken from any given population in which each person maintains equal chances of being selected as part of that sample.
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| Rank Or Ranking
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How well a particular web page or web site is listed in a search engine results. For example, a web page about apples may be listed in response to a query for apples. However, rank indicates where exactly it was listedbe it on the first page of results, the second page or perhaps the 200th page. Alternatively, it might also be said to be ranked first among all results, or 12th, or 111th. Overall, saying a page is listed only means that it can be found within a search engine in response to a query, not that it necessarily ranks well for that query. Also called position or positioning. (in the context of search engines, it is the position that a sites entry is displayed in a search engine query results).
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| RATE
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A cost-per-space-unit of print advertising or cost-per-time-unit in radio and TV advertising. Newspapers usually publish rates per column inch or line. The electronic media sell 15-, 30-, or 60-second time units.
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| Rate
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(1) The amount charged by a communications medium to an advertiser based on per unit of space or time purchased. The rate may vary from national to local campaigns, or may be a fixed rate. (2) To estimate a particular medias audience size based on a research sample.
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| Rate Base
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With magazines, the circulation figure on which the publisher bases its rates.
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| Rate Card
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The list of prices and products and packages offered by a media company.
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| Rate Card
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Information cards, provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.
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| Rate Card
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A printed information form listing a publications advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertiser needs to know before placing an order.
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| RATEHOLDER
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A small classified ad run in every issue of a print publication for the duration of an advertising contract. The total linage entitles the advertiser to the lowest possible rate on all classified ads, both display and in-column.
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| Rating
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The percentage of homes or individuals exposed to an advertising medium.
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| RATING
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A measure of audience for a television or radio program, used to establish advertising rates.
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| Rating Point
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(1) In television, one percentage of all TV households who are viewing a particular station at a given time. (2) In radio, one percentage of all listeners who are listening to a particular station at a given time. Both instances vary depending on time of day.
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| Rating Services
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These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners.
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| Rational Appeal
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Marketing appeals that are directed at the consumers practical, functional need for the product or service.
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| Rational Benefit
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A statement of a brand’s logical objective benefits.
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| Rationale
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Please refer message strategy.
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| Reach
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The number of unique viewers exposed to a campaign.
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| Reach
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(1) The estimated number of individuals in the audience of a broadcast that is reached at least once during a specific period of time. (2) Also applies to Outdoor advertising audiences.
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| Reach
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1) unique users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category; also called unduplicated audience; 2) the total number of unique users who will be served a given ad.
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| Reach
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The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks. Reach measures the unduplicated extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number.
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| Reach
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Similar to coverage
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| Reach.
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The total number of unique users who will be served your ad over a specific period of time. Reach is often expressed as a percent of the universe for the demographic category. Also known as an unduplicated audience.
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| Readable, Readability.
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Capable of being undersood with pleasure or interest.
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| Readers Per Copy RPC
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Variable used to determine the total reach of a given print medium. RPC is multiplied by the number of vendor and subscription sales to determine the total audience size.
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| Readership
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(1) The total number of readers of a publication (includes Primary and Passalong readers). (2) The percentage of people that can recall a particular advertisement, aided or unaided.
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| Reading Notice
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A variation of a display ad designed to look like editorial matter. It is sometimes charged at a higher space rate than normal display advertising, and the law requires that the word advertisement appear at the top.
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| Real Time
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Events that happen in real time are happening virtually at that particular moment. When one chats in a chat room, or sends an instant message, one is interacting in real time since it is immediate.
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| RealAudio®
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A software program that downloads and plays streaming audio files.
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| Rebates
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Larger cash refunds on items from cars to household appliances.
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| Rebel
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Associates products with behaviors or lifestyles that oppose society’s norms.
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| Rebus Layout.
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| Recall Tests
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Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched.
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| Receiver
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In oral communication, this party decodes the message to understand it and responds by formulating a new idea, encodes it, and sends it back.
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| Recency Planning
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Erwin Ephrons theory that most advertising works by influencing the brand choice of consumers who are ready to buy, suggesting that continuity of advertising is most important.
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| Reciprocal Link
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A link exchange between two sites.
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| Recognition
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(1) Formal acknowledgment given by a communications medium to an advertising agency to recognize that agency as being bona fide, competent, and ethical; therefore, entitled to discounts. (2) The ability of research subjects to recall a particular ad or campaign when they Please refer or hear it.
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| Recruitment Advertising
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A special type of advertising, most frequently found in the classified sections of daily newspapers and typically the responsibility of a personnel department aimed at attracting employment applications.
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| Redirect
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When used in reference to online advertising, one server assigning an adserving or adtargeting function to another server, often operated by a third company. For instance, a web publishers ad management server might redirect to a thirdparty hired by an advertiser to distribute its ads to target customers; and then another redirect to a rich media provider might also occur if streaming video were involved before the ad is finally delivered to the consumer. In some cases, the process of redirects can produce latency. Please refer ad serving, latency.
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| Reference Group
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A group of people or organization of which an individual respects, identifies with, or aspires to join, e.g., membership or associative groups.
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| Reference Group.
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A group of people or organization which an individual respects, identifies with, or aspires to join.
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| Reference Groups
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People we try to emulate or whose approval concerns us.
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| Reference Price
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The price that a consumer uses as a standard for comparing the current price of a product.
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| Referral Fees
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Fees paid by advertisers for delivering a qualified sales lead or purchase inquiry.
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| Referral Fees.
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Fees paid in exchange for delivering a qualified sales lead or purchase inquiry. For example, an affiliate drives traffic to other companies' sites, typically in exchange for a percentage of sales or a flat referral fee.
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| Referral Link
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The referring page, or referral link is a place from which the user clicked to get to the current page. In other words, since a hyperlink connects one url to another, in clicking on a link the browser moves from the referring url to the destination url. Also known as source of a visit.
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| Referral Premium
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A premium offered to customers for helping sell a product or service to a friend or acquaintance.
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| Referrer
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The URL of the web page from which a visitor came. The servers referrer log file will indicate this. If a visitor came directly from a search engine listing, the query used to find the page will usually be encoded in the referrer URL, making it easy to Please refer which keywords are bringing visitors. The referrer information can also be accessed as document referrer within javascript or via the HTTP_REFERER environment variable (accessible from scripting languages).
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| Refresh Tag
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Meta Refresh tag reloads a page at a set time.
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| REFUSAL
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The right of the first actor or model cast in an advertisement to refuse or accept the assignment.
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| Refutation.
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Defending one’s brand by showing that negative claims by others are unjustified.
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| Regional Advertiser
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Companies that operate in one part of the country and market exclusively to that region.
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| Regional Advertising
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Advertising used by companies that market their products, goods, or services in a limited geographic region.
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| Regional Agency
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Advertising agency that focuses on the production and placement of advertising suitable for regional campaigns.
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| Regional Publications
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Magazines targeted to a specific area of the country, such as the West or the South.
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| Register Marks
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Indicator symbols located in the margins of negatives to be used as guides for perfect registration.
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| Registration
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A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of content and ads. Registration can be required or voluntary.
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| Regular Price.
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Retail price at which the product is sold when there is no promotion.
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| Regular Priceline Advertising
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A type of retail advertising designed to inform consumers about the services available or the wide selection and quality of merchandise offered at regular prices.
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| Relationship Marketing
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Creating, maintaining, and enhancing longterm relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value.
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| Relative Advantage
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The degree to which a brand is perceived as better than a competitive brand.
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| RELEASE
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The signed permission given by a person to use his or her photo, voice, name, or testimonial statement commercially.
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| Relevance.
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A measure of how closely a search result – or a search ad – matches the user's query. Relevance is key to harnessing the power of search advertising. The more relevant your ad, the more likely the audience will be motivated to respond to your call-to-action. At the same time, the relevance of your ad and your ad's landing page can enhance the user's search experience, while irrelevant ads can cause users to ignore advertising altogether.
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| Relevancy
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How well a document provides the information a user is looking for, as measured by the user.
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| Relevancy Algorithm
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The method a search engine or directory uses to match the keywords in a query with the content of each web page, so that the web pages found can be ordered suitably in the query results. Each search engine or directory is likely to use a different algorithm, and to change or improve its algorithm from time to time.
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| Reliability
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An important characteristic of research test results. For a test to be reliable, it must be repeatable, producing the same result each time it is administered.
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| Remnant Inventory.
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Low-cost advertising space that is relatively undesirable or otherwise unsold.
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| REMNANT SPACE
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Print advertising space that is left over and sold at a discount at the last minute.
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| Remnant Space
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Discounted magazine space which is sold to help fill regional editions of the publication.
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| Renewal Rate
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The percentage of individuals that renew their print media subscriptions to extend beyond the previous expiration date.
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| Rep
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Short for representative. The station account executive who serves a local advertiser or agency.
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| Rep Or Representative
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A person who solicits advertising space on behalf of a particular medium.
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| Repeat Visitor
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Unique visitor who has accessed a Web site more than once over a specific time period.
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| Repeat Visitor.
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A unique visitor who has accessed a website more than once over a specific time period.
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| Reputation Management
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In public relations, the name of the longterm strategic process to manage the standing of the firm with various publics.
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| Reseller Markets
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Individuals or companies that buy products for the purpose of reselling them.
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| RESIDUAL
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A payment made to a model, actor, or singer each time an advertisement is played, shown or run.
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| Residual Fee
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Payment to the talent if the commercial is extended beyond its initially contracted run.
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| Residuals
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A sum paid to a performer on a TV or radio commercial each time it is run, and is usually established by AFTRA (American Federation of Television and Radio Artists) or SAG (Screen Actors Guild) contract.
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| Resolution
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Refers to the clarity of a television image as received by a set.
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| Resolution
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The quality of a graphic expressed in the number of “dots” (otherwise known as bits or pixels). A highresolution graphic has more dots per inch (dpi) than a low-resolution graphic. Resolution applies both to graphics designed for print (typically high-resolution) as well as for the web (low-resolution).
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| Restricted Line
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Sales items that are not legally sold in certain geographic areas, or only under special legal restrictions.
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| Results Page
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After a user enters a search query, the page that is displayed, is call the results page. Sometimes it may be called serps, for search engine results page. Source: Webmaster World Forums
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| Retail Advertising
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Advertising sponsored by retail stores and businesses.
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| Retail Advertising
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Advertising which promotes local merchandisers goods and services. Also referred to as Local Advertising.
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| Retail Trading Zone
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Defined by the Audit Bureau of Circulation as the area beyond an urban area whose residents regularly trade with retail merchants within the urban area.
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| Retainer Method
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Please refer straightfee method.
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| Retention Marketing
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Marketing to existing clients/customers and prospects, with the goal of retaining their business while stimulating the marketers sales. Opposite of Acquisition Marketing.
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| Retouching
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To alter photographs, artwork, or film to emphasize or introduce desired features and also to eliminate unwanted ones.
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| Retouching
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To alter photographs, artwork, or film to emphasize or introduce desired features and eliminate unwanted ones.
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| Return On Investment (ROI).
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| Return On Investment (ROI).
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The benefit gained in return for the cost of your ad campaign. Although exact measurement is nearly impossible, your clickthrough rate and your conversion rate combined with your advertising costs, can help you assess the ROI of your campaign.
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| Return Visits
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The average number of times a user returns to a site over a specific time period.
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| Reverse Knockout
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Area within a field of printed color on a page that is free of ink and allows the papers surface to show.
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| Reverse Type (Or Reverse Print)
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White letters on a black [or colored] print background on hard copy.
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| RFM Formula
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The RFM formula is a mathematical model that provides marketers with a method to determine the most reliable customers in a companys database, according to Recency, Frequency, and Monetary variables.
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| Rhetorical Question
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This technique poses a question to the consumer that demands a response. A question is asked and the consumer is supposed to answer in such a way that affirms the product’s goodness.
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| Rich Media
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A method of communication that incorporates animation, sound, video, and/or interactivity. It can be used either singularly or in combination with the following technologies: streaming media, sound, flash, and with programming languages such as java, javascript, and dhtml. It is deployed via standard web and wireless applications including email, web design, banners, buttons, and interstitials.
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| Right-Branching Sentence.
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When the effect precedes the cause in a sentence.
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| Ripomatic
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A very rough rendition of a proposed commercial, composed of images and sounds borrowed (rippedoff) from other commercials or broadcast materials.
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| Road Block
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A method of scheduling broadcast commercials to obtain maximum reach by simultaneously showing the identical advertisement on several different stations.
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| Roadblocking
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Buying simultaneous air time on all four television networks.
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| Robot
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A program that runs automatically without human intervention. Typically, a robot is endowed with some artificial intelligence so that it can react to different situations it may encounter. Two common types of robots are agents and spiders. Commercial robots are programs that are used to fetch web pages, but the user never has an opportunity to please refer the content of the requested documents. Personal robots provide the user with the opportunity to please refer the requested web pages, usually in an offline mode. Also known as bots.
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| Robot
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Any browser program which follows hypertext inks and accesses web pages but is not directly under human control. Examples are the search engine spiders, the harvesting programs which extract email addresses and other data from web pages and various intelligent web searching programs.
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| Robot.
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A program that runs automatically without human intervention. A robot is typically endowed with some artificial intelligence, so it can adjust to the various situations it may encounter. Two common types of robots are agents and spiders. Also known as a bot.
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| Robots.txt
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A text file stored in the top level directory of a web site to deny access by robots to certain pages or subdirectories of the site. Only robots which comply with the Robots Exclusion Standard will read and obey the commands in this file. Robots will read this file on each visit, so that pages or areas of sites can be made public or private at any time by changing the content of robots.txt before resubmitting to the search engines.
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| ROI
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The return on investment is the amount that you receive in return to the amount you spend/invest.
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| ROI
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Stands for Return On Investment and refers to the percentage of profit or revenue generated from a specific activity. For example, one might measure the ROI of a paid listing campaign by adding up the total amount spent on the campaign (say $200) versus the amount generated from it in revenue (say $1,000). The ROI would then be 500 percent. Or often referred to sales per lead.
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| ROI / Return On Investment
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A calculation of the amount of profit generated by an expenditure. ROI is used as a metric to help managers effectively spend resources. ROI=(Revenue-Cost)/Cost or ROI=(Revenue/Cost)-1
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| ROI Return On Investment
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Net profit divided by investment.
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| ROI.
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See Return on investment.
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| ROLLOUT (Informal)
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Geographic expansion of a campaign from a single test market outward, as to a regional or national market.
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| Roman Type.
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Vertical type style with serifs and variation of thickness in strokes. You are reading a roman type.
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| Romance Card
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Written material that accompanies an advertising specialty, providing information about the product and its background.
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| RON
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RON: Run of Network. Large advertising brokers can sell ads across the entire network of member sites.
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| RON RunofNetwork
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The scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion, according to available inventor. The advertiser usually forgoes premium positioning in exchange for more advertising weight at a lower CPM.
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| ROP Advertising Rates
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Run of paper. A term referring to a newspapers normal discretionary right to place a given ad on any page or in any position it desiresin other words, where space permits. Most newspapers make an effort to place an ad in the position requested by the advertiser.
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| ROS
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ROS: Run of Site. An ad that can be placed anywhere on a web site without restrictions.
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| ROS RunofSite
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The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site subsections.
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| Rotation
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The distribution of commercials across a section of days and hours within the purchased time period.
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| Rotogravure
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A magazine supplement that is printed by a gravure process, and run on a rotary press. This process is useful for large runs of pictorial effects.
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| Rotoscoping
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The process of using live and animated characters within an advertisement.
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| Rough
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Penciled sketch of a proposed design or layout.
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| Rough
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An unfinished layout of an ad which shows only a general conception to be presented for analysis, criticism, and approval.
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| Rough
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An unfinished layout of an ad which shows only a general conception to be presented for analysis, critique, and approval.
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| Rough Cut
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A preliminary arrangement of film or tape shots that are roughly edited together without voiceover or music to serve purpose in the early stages of editing.
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| Rules
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Used in Dynamic Content Delivery. A collection of 2 or more Statements. Rules are used to make realtime decisions on the composition of an outgoing email message. By applying a rule (or multiple rules) to a clientsupplied database, we can change all or part of the content of each message in accordance with the recipients database information. This is not to be confused with personalization.
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| Run Of Schedule ROS
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Commercials scheduled to run across multiple dayparts and multiple days. Usually mondayfriday, 6AM12AM
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| Run Of Station ROS
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Leaving placement of radio spots up to the station in order to achieve a lower ad rate.
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| Runofpaper
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Please refer ROP advertising rates.
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| Runofpress ROP
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A newspaper publishers option to place an ad anywhere in the publication that they choose, as opposed to Preferred position. Also referred to as Runof paper.
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| Runofschedule ROS
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A stations option to place a commercial in any time slot that they choose.
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| Run-Of-Site (ROS).
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The scheduling of ads across an entire site, often at a lower cost than the purchase of specific pages or sub-sections of the site. A run-of-site ad campaign is rotated on all general, non-featured ad spaces on a site.
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| Rushes
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Rough, unedited prints of a commercial to be used for editing purposes. Also referred to as dallies.
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