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| S Accades
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Although readers think that their eyes move smoothly across print, this is not so. In the late 1800s a French ophthalmologist named Javal found that the eye makes a series of discrete fixations with fast movements inbetween. The movements take less than 15 milliseconds, during which little information is obtained. The information comes from the fixations, known as saccades, which represent 90 to 95% of the reading time (Just & Carpenter 1987). [check this]
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| Sale Advertising
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A type of retail advertising designed to stimulate the movement of particular merchandise or generally increase store traffic by placing the emphasis on special reduced prices.
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| Sales Letters
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The most common form of direct mail. Sales letters may be typewritten, typeset and printed, printed with a computer insert (such as your name), or fully computer typed.
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| Sales Promotion
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Marketing activities that stimulate consumer purchasing and dealer effectiveness through a combination of personal selling, advertising, and all supplementary selling activities.
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| Sales Promotion
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A direct inducement offering extra incentives all along the marketing routefrom manufacturers through distribution channels to customersto accelerate the movement of the product from the producer to the consumer. 5,
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| Sales Promotion Department
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In larger agencies, a staff to produce dealer ads, window posters, pointofpurchase displays, and dealer sales material.
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| Sales Test
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A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the companys marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads.
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| Salesresponse Function
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Refers to the effect of advertising on sales.
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| Salestarget Objectives
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Marketing objectives that relate to a companys sales. They should be specific as to product and market, quantified as to time and amount, and realistic. They may be expressed in terms of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross profit.
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| Sample
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A subset of a universe whose properties are studied to gain information about that universe.
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| Sample
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A portion of the population selected by market researchers to represent the appropriate targeted population. Also, a free trial of a product.
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| Sample Unit
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The actual individuals chosen to be surveyed or studied.
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| Sampling
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Offering consumers a free trial of the product, hoping to convert them to habitual use.
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| Sampling Frame
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The source from which the sample is drawn.
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| SANDWICH BOARD
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Two hinged boards, adorned with advertising messages, that are placed at an advantageous location or hung over someone’s shoulders.
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| Sans Serif
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A type group that is characterized by a lack of serifs.
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| Sans Serif Typeface.
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Sans serif is a type style without serifs, and usually with minimal or no variation in thickness of strokes. This is a sans-serif face (Helvetica).
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| Sansserif Type
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A typestyle of lettering with no serifs, or cross strokes at the end of main strokes.
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| Saturation
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A sensation related to the number of different wavelengths present and contributing to the sensation of color. Usually we do not receive a single wavelength corresponding to a pure color. Instead we receive several different wavelengths simultaneously, and these are perceived as one unified color. A highly saturated color is made up of a very narrow band of wavelengths, for instance, in a true red. A less saturated color is made up of a wider band of wave lengths, for instance, a bluish red or a yellowish red or a pink. In addition, adding achromatic light (for example, white or gray) to a color produces a desaturated hue.
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| SAU
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Please refer standard advertising unit.
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| Scale
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The regular charge for talent and music agreed to in the union contract.
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| Scanners
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An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for interpreting documents, invoices, barcodes, and photos for use in Color separations.
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| SCATTER PACKAGE
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An arrangement to air television commercials at various times or intervals.
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| Scenarios.
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A detailed story about the future, told in the past tense. Unfortunately, as noted in the Oxford English Dictionary, this term is often misused as a synonym for “alternatives.”
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| Scene Setting
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The process of using realistic sounds to stimulate noise in backgrounds during radio production such as car horns, sirens, recorded laughter, etc.
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| Scientific/Statistical Claim
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Provides some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
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| Scooter
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The name of the Altavista search engines spider.
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| Screen
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(1) A printing process in which a squeegee forces paint or ink through a screen which is decorated with stenciled designs onto the paper. (2) The surface onto which an image of a slide or television picture is shown.
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| Script
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Format for radio and television copywriting resembling a twocolumn list showing dialog and/or visuals.
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| Script Writing
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The ad copy and direction for commercials and multimedia presentations.
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| Scripts
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Files that initiate routines like generating Web pages dynamically in response to user input.
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| SDSL Symmetrical Digital Subscriber Line
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A type of DSL that uses only one of the two cable pairs for transmission. SDSL allows residential or small office users to share the same telephone for data transmission and voice or fax telephony.
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| Seal
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A type of certification mark offered by such organizations as the Good Housekeeping Institute and Underwriters Laboratories when a product meets standards established by these institutions. Seals provide an independent, valued endorsement for the advertised product.
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| Search Claims.
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Claims that can be easily and accurately evaluated by the consumer prior to purchase by inspecting the product or by using information sources such as Consumer Reports or amazon.com.
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| Search Engine
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Websites that are devoted to finding and retrieving requested information from the World Wide Web. Because search engines are the gatekeepers to information on the Internet they are extremely popular with advertisers.
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| Search Engine
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The software that searches an index and returns matches. Search engine is often used synonymously with spider and index, although these are separate components that work with the engine. Some of the major search engines are altavista, Google, Teoma, and alltheweb. Note: that Yahoo is a directory, not a search engine. The term Search Engine is also often used to describe both directories and search engines.
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| Search Engine
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A program that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.
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| Search Engine
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A search engine is a program that searches documents (i.e. Web pages, which are htmldocuments) for specified keywords and returns the list of documents. A search engine has two parts, a spider and an indexer. The spider is the program that fetches the documents, and the indexer reads the documents and creates an index based on the words or ideas contained in each document.
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| Search Engine
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A web site that indexes many of the pages on the Internet and provides the ability for users to research web pages that contain information they seek. Engines are really a very powerful database that are built by programs called spiders, or robots, that read web pages all day long (crawling). Search results, and the order they are shown, are determined by intricate proprietary algorythms calculated by the engine. A search engine is to the Internet as an index is to a book.
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| Search Engine Marketing
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The act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search enginerelated activities.
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| Search Engine Optimization
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The act of altering a web site so that it does well in the organic, crawlerbased listings of search engines. In the past, has also been used as a term for any type of search engine marketing activity, though now the term search engine marketing itself has taken over for this. Also called SEO.
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| Search Optimization.
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Tactics and techniques that make it easier for spiders to find your page, contributing to higher ranking on a list of search engine results. Basic optimization starts with listing relevant keywords in your metatags and building clear and descriptive words into page copy, title, text hyperlinks, and image file names. It's also important to design your site on a logical link structure and follow standard HTML conventions, avoiding the use of frames, dynamic urls, Image Maps, and javascript for navigation.
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| Search Terms
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The words (or word) a searcher enters into a search engines search box. Also used to refer to the terms a search engine marketer hopes a particular page will be found for. Also called keywords, query terms or query.
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| Seasonal Rating Adjustments
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In broadcast media, rating modifications that reflect changes in the season, e.g. Weather and holidays.
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| Seasonality
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The variation in sales for goods and services throughout the year, depending on the season, e.g. Hot chocolate is advertised more in the winter, as opposed to summer months.
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| Secondary Data
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Information that has previously been collected or published.
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| Secondary passalong Readership
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The number of people who read a publication in addition to the primary purchasers.
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| Seed List
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A list of email addresses of individuals, who are part of the senders organization, who will receive the live launch. These addresses are seeded or added to the live launch list.
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| Selective Demand
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Consumer demand for the particular advantages of one brand over another.
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| Selective Demand Advertising
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Advertising which promotes a particular manufacturers brand as opposed to a generic product. Please refer Primary demand.
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| Selective Distribution
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Allows manufacturers to maintain more control over the way their products are sold and discourages price competition among sellers of the products by distributing their products only to those wholesalers and retailers who follow the manufacturers guidelines.
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| Selective Distribution
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Strategy of limiting the distribution of a product to select outlets in order to reduce distribution and promotion costs.
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| Selective Perception
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The ability of humans to select from the many sensations bombarding their central processing unit those sensations that fit well with their current or previous experiences, needs, desires, attitudes, and beliefs, focusing attention on some things and ignoring others.
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| Selfconcept
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The images we carry in our minds of the type of person we are and who we desire to be.
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| Selfliquidating Premium
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A premium offer paid by the consumer whose total cost including handling fees are paid for in the basic sales transaction.
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| Selfmailer
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A directmail piece in which no envelope or wrapper is required for mailing.
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| Selfmailer
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Any type of directmail piece that can travel by mail without an envelope. Usually folded and secured by a staple or a seal, selfmailers have a special blank space for the prospects name and address.
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| Sellthrough Rate
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The percentage of ad inventory sold as opposed to traded or bartered.
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| SEM
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Acroymn for search engine marketing and may also be used to refer to a person or company that does search engine marketing (i.e.., Theyre an SEM firm).
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| SEM / Search Engine Marketing
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Any marketing using search engines, including SEO, PPC, Paid Inclusion. Sometimes SEO is considered a separate entity (because there is no direct cost per visitor)
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| Semiliquidator
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A premium offer that is partially paid by the consumer as well as the manufacturer.
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| Semiotics
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Refers to theories regarding symbolism and how people glean meaning from words, sounds, and pictures. Sometimes used in researching names for various products and services.
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| Semiotics.
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Refers to theories regarding symbolism and how people glean meaning from words, sounds, and pictures. Sometimes used in researching names for various products and services.
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| SEMPO
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Search Engine Marketing Professional Organization, a nonprofit, formed to increase the awareness of and educate people on the value of search engine marketing.
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| SEO
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Acronym for search engine optimization and often also used to refer to a person or company that does search engine optimization (i.e., They do SEO).
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| SEO / Search Engine Optimization
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Getting your web pages listed for free on search engines like Google, Yahoo, MSN, Ask Jeeves. This does not include paid listings.
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| Serif
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The most popular type group that is distinguished by smaller lines or tails called serifs that finish the ends of the main character strokes and by variations in the thickness of the strokes.
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| Serif Type
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Short, decorative cross lines or tails at the ends of main strokes in some typefaces, such as Roman lettering.
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| Serif Typeface.
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A type style with definitive endings (serifs) to the open-ended letter strokes and most corners of letters. (In other words, the small finishing lines attached to the letters.) You are now reading a moderate Serif face (Times). The origin of the word “serif” is obscure, but may be from the Dutch word “schreef,” a stroke. Some serifs appear sculptured, like this. Some serifs are straight, like this.
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| SERPS
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Short for Search Engine Results Page. This is the page that is generated by a search engine in response to a search query.
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| Server
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A computer, program or process which responds to requests for information from a client. On the Internet, all web pages are held on servers. This includes those parts of the search engines and directories which are accessible from the Internet.
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| Server
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A host computer that stores and serves data to sites, newsgroups, email recipients and can run processes that manage and manipulate data. Also referred to as a Web Server.
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| Server
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A computer which distributes files which are shared across a LAN, WAN or the Internet. Also known as a host.
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| Server Centric Measurement
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Audience measurement derived from server logs.
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| Server Logs
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Electronic records of user actions on your web site. Depending on the type and setup of your web server they may provide a very comprehensive view of user activity including page views, referring sites, errors and other valuable information.
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| Server Pull
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A process whereby a users browser maintains an automated or customized connection or profile with a Web server. The browser usually sets up a unique request that is recorded and stored electronically for future reference. Examples are: requests for the automated delivery of email newsletters, the request for Web content based on a specific search criteria determined by the user, or setting up a personalized Web page that customizes the information delivered to the user based on predetermined self selections.
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| Server Push
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A process whereby a server maintains an open connection with a browser after the initial request for a page. Through this open connection the server continues to provide updated pages and content even though the visitor has made no further direct requests for such information.
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| Server Side Includes
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A means of creating a template web page, which places some standard text in a set of web pages or applies a consistent appearance across a set of web pages.
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| Serverinitiated Ad Impression
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One of the two methods used for ad counting. Ad content is delivered to the user via two methodsserverinitiated and clientinitiated. Serverinitiated ad counting uses the publishers web content server for making requests, formatting and redirecting content. For organizations using a serverinitiated ad counting method, counting should occur subsequent to the ad response at either the publishers ad server or the web content server, or later in the process. Please refer clientinitiated ad impression.
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| Services
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A bundle of benefits that may or may not be physical, that are temporary in nature, and that come from the completion of a task.
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| Session
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The time when the recording and mixing of a radio commercial takes place.
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| SESSION
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Recording session for a radio or TV commercial; also, a photo session.
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| Session
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1) a sequence of Internet activity made by one user at one site. If a user makes no request from a site during a 30 minute period of time, the next content or ad request would then constitute the beginning of a new visit; 2) a series of transactions performed by a user that can be tracked across successive Web sites. For example, in a single session, a user may start on a publishers Web site, click on an advertisement and then go to an advertisers Web site and make a purchase. Please refer visit.
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| Session Cookies
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Cookies which are loaded into a computers RAM, and only work during that browser session. When the browser exits, these cookies are erased. They are temporary cookies, and no cookie is written to a users hard drive. Please refer cookie.
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| SESSION FEE
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The amount paid to talent or artist for a day’s work in a single session.
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| Sets In Use SIU
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The percent of television sets that are tuned into a particular broadcast during a specific amount of time.
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| Settop Box
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An electronic device that sits on top of ones TV set and allows it to connect to the Internet, game systems, or cable systems.
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| SFX (Sound Effects)
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Sounds that are added after filming.
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| SGML Standard Generalized Markup Language
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The parent language for HTML.
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| Shade.
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A color value achieved by adding black to a color.
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| Share Of Voice.
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A relative portion of inventory available to a single advertiser within a defined market sector over a specified time period.
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| Shareofaudience
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The percent of audiences that are tuned into a particular medium at a given time, e.g. The number of people watching television between the hours of 8:00 p.m. To 11:00 p.m.
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| Shareofmarket/shareofvoice Method
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A method of allocating advertising funds based on determining the firms goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firms budget.
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| Shelf Screamers shelf Talkers
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A printed advertising message which is hung over the edge of a retail store shelf, e.g. On Special, or Sale item.
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| Shockwave
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A browser plugin developed by Macromedia which allows multimedia objects to appear on the Web (animation, audio and video).
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| SHOOT
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The taping or filming of a commercial, in a studio or on location.
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| Shoot
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Once an adverting concept is ready, it has to be converted into reality and made believable. An advertisement shoot leads to the filming of the ad using models in the right location giving substance to the concept.
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| Shop Bot
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Intelligent agent which searches for the best price.
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| Shopping Search
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Shopping search engines allow shoppers to look for products and prices in a search environment. Premium placement can be purchased on some shopping search indices.
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| Short Rate
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The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted.
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| Shortterm Manipulative Arguments
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Criticisms of advertising that focus on the style of advertising (e.g., that it is manipulative or deceptive).
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| Shoskeles.
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An animated ad that moves across the browser, usually with sound effects. It animates only long enough to play a message before settling into a stationary ad on the page.
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| Shot
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In film or tape, usually one scene.
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| Showing
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A traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage. For example, a 00 showing provides an even and thorough coverage of the entire market.
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| Signage
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Indoor or outdoor presence or advertising.
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| Signature
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(1) A musical theme associated with a television program, radio show, or a particular product or service. Also referred to as a Theme song. (2) Single printing sheet which folds into 4, 8, 12, 16, and so on pages to be gathered and bound to form a part of a book, or pamphlet.
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| Signature Cut
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Please refer logotype.
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| Silk Screening
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A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and onto the printing surface. Also referred to as Serigraphy.
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| Silk Screening
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A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and onto the printing surface.
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| Simile
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A form of figurative language that uses a comparative term such as “like” or “as” to join items from different classes of experience (e.g., “love is like a rose”).
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| Simmons Market Research Bureau SMRB
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A syndicated service which provides audience exposure and product usage data for print and broadcast media.
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| Simmons Market Research Bureau SMRB
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A syndicated research organization that publishes magazine readership studies.
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| Simulcast
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When two or more Radio stations broadcast the same programs and same commercials at the same times.
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| Siphoning
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The use of various means to steal another sites traffic. Techniques used include the wholesale copying of web pages (with the copied page altered slightly to direct visitors to a different site, and then registered with the search engines) and the use of keywords or keyword phrases belonging to other organizations, companies or web sites.
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| Sitecentric Measurement
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Audience measurement derived from a Web sites own server logs.
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| Situation Analysis
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A factual statement of the organizations current situation and how it got there. It includes relevant facts about the companys history, growth, products and services, sales volume, share of market, competitive status, market served, distribution system, past advertising programs, results of market research studies, company capabilities, and strengths and weaknesses.
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| Situation Analysis
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The gathering and evaluation of information to identify the target group and strategic direction of an advertising campaign.
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| SIZZLE
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Dazzle or excitement, as opposed to substance. In its bid for consumers, some advertising plays up the "sizzle" rather than the "steak."
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| Skins
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Customized and interchangeable sets of graphics, which allow Internet users to continually change the look of their desktops or browsers, without changing their settings or functionality. Skins are a type of marketing tool.
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| Skyscraper
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A tall, thin online ad unit. The iab guidelines recommend two sizes of skyscrapers: 120 x 600 and 160 x 600.
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| Skyscraper.
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A tall, thin ad unit that runs down the side of a web page. A skyscraper can be 120 x 600 pixels or160 x 600 pixels.
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| SKYWRITING
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Writing across the sky by means of chemically produced smoke emitted from an airplane.
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| SLANT
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The emphasis of a campaign or advertisement; hook; peg.
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| Sleeper Effect.
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When the delayed impact of a message is greater athan its initial impact. According to Lariscy and Tinkham (1999), this was first named by Hovland, Lumsdaine & Sheffield in 1949. For example, it can occur when the message is sent by a source that is not credible, and over time, the source and the message become dissociated.
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| Sliceoflife
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A type of commercial consisting of a dramatization of a reallife situation in which the product is tried and becomes the solution to a problem.
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| SLICE-OF-LIFE
|
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Denoting any presentation that depicts naturalistic, everyday activities.
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| Slice-Of-Life
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A commercial that uses a realistic situation and natural dialogue to simulate real life.
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| Slicks
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A highquality proof of an advertisement printed on glossy paper which is suited for reproduction.
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| Slider
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A new type of popup Adware that is slightly less obtrusive because of the way it slides onto the users web browser.
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| SLOGAN
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Short, memorable advertising phrase: Examples include "Coke Is It," "Just Do It," and "Don’t Leave Home Without It." When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public’s perception of the product.
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| Slogan
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A standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement.
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| Slogan
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Line of copy which encapsulates the campaign strategy
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| Slogan
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An adverting campaign often carries a slogan which is a combination of catchy and memorable words that represent the Companys message and often identifies the brand.
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| Slotting Allowances
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Fees paid by a manufacturer to a retailer for the retailers shelf space.
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| Slotting Allowances
|
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Fees that manufacturers pay to retailers for the privilege of obtaining shelf or floor space for a new product.
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| Slotting Fee
|
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A fee charged to advertisers by media companies to get premium positioning on their site, category exclusivity or some other special treatment. It is similar to slotting allowances charged by retailers.
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| Slurp
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The name of the spider used by Inktomi.
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| Smart Card
|
|
Identical in size and feel to credit cards, smart cards store information on an integrated microprocessor chip located within the body of the card. These chips hold a variety of information, from stored (monetary)value used for retail and vending machines, to secure information and applications for higherend operations such as medical/healthcare records. The different types of cards being used today are contact, contactless and combination cards. Contact smart cards must be inserted into a smart card reader. These cards have a contact plate on the face which makes an electrical connector for reads and writes to and from the chip when inserted into the reader. Contactless smart cards have an antenna coil, as well as a chip embedded within the card. The internal antenna allows for communication and power with a receiving antenna at the transaction point to transfer information. Close proximity is required for such transactions, which can decrease transaction time while increasing convenience. A combination card functions as both a contact and contactless smart card. Specific to interactive television, the viewer can insert smart cards into the settop box to trigger the box to decrypt contact programming.
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| SMPT Simple Mail Transfer Protocol
|
|
The protocol used to transfer email.
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| Sniffer
|
|
Software that detects capabilities of the users browser (looking for such things as Java capabilities, plugins, screen resolution, and bandwidth).
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| SNIPING
|
|
The act of pasting up outdoor posters over billboards or on empty structures, walls, and traffic poles, often without permission.
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| Social Classes
|
|
Traditional divisions in societies by sociologistsupper, uppermiddle, lowermiddle, and so onwho believed that people in the same social class tended toward similar attitudes, status symbols, and spending patterns.
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| Social Responsibility
|
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Acting in accordance to what society views as best for the welfare of people in general or for a specific community of people.
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| SOFT SELL
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Subtle or unpressured advertising technique.
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| Soft Sell
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The technique of using low pressure appeals in advertisements and commercials.
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| Solid
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An arrangement of type lines set vertically as closely as possible. Also referred to as solid set.
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| Sound Track
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The audio portion of a commercial. A combination of voice track, music track, and effects track.
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| Source
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In oral communication, this party formulates the idea, encodes it as a message, and sends it via some channel to the receiver.
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| SPACE
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A page or section of a page bought for advertising purposes in a newspaper, magazine, or catalog.
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| Space
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The pages in a magazine or newspaper which can be sold (as double spreads, foldouts, full, half and quarter pages) to advertisers
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| Spam
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Slang term describing unsolicited email.
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| Spam
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Any search engine marketing method that a search engine deems to be detrimental to its efforts to deliver relevant, quality search results. Some search engines have written guidelines about what they consider to be spamming, but ultimately any activity a particular search engine deems harmful may be considered spam, whether or not there are published guidelines against it. Example of spam include the creation of nonsensical doorway pages designed to please search engine algorithms rather than human visitors or heavy repetition of search terms on a page (i.e. The search terms are used tens or hundreds or times in a row). These are only two of many examples. Determining what is spam is complicated by the fact that different search engines have different standards. A particular search engine may even have different standards of whats allowed, depending on whether content is gathered through organic methods versus paid inclusion. Also referred to as spamdexing.
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| Spam
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Unsolicited email messaging sent to a recipient who did not request to receive the communication, or has requested to no longer receive communications from the sender.
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| Spam
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Unsolicited, mass email advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.
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| Spamdexing
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Please refer spam.
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| Spammer
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One who is responsible for sending Spam. In many cases, this may not actually be the sending party who provides the technology to send the mailing, but rather, the advertiser in the message.
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| SPEC
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Short for "speculation." Work done "on spec" is done for no guaranteed remuneration, in hope of winning the job, campaign or account in question. Pitches to prospective clients used to be done almost exclusively on spec.
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| Special Effects
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Unusual visual effects created for commercials.
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| Special Events
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Scheduled meetings, parties, and demonstrations aimed at creating awareness and understanding for a product or company.
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| Specialty Advertising
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This is the older term used for Promotional products (Please refer above). It remains a commonly used term by many companies.
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| Spectaculars
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Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in hightraffic areas.
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| Speculative Presentation
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An agencys presentation of the advertisement it proposes using in the event it is hired. It is usually made at the request of a prospective client and is often not paid for by the client.
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| Speculative spec Sample
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A sample promotional product, with the prospective buyers imprint on it, produced with the hope that the customer will purchase it.
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| Speechwriting
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Function of a public relations practitioner to write speeches for stockholder meetings, conferences, conventions, etc.
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| Spider
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A program that automatically fetches Web pages. Spiders are used to feed pages to search engines. It is called a spider because it crawls over the Web. Because most Web pages contain links to other pages, a spider can start almost anywhere. As soon as it sees a link to another page, it goes off and fetches it. Large search engines have many spiders working in parallel. Please refer robot.
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| Spider, Spyder
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That part of a search engine which surfs the web, storing the urls and indexing the keywords and text of each page it finds.
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| Spider.
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A program that automatically fetches web pages and feeds them to search engines. (It's called a "spider" because it crawls around the web.) Because most web pages contain links to and from other pages, a spider can start almost anywhere. As soon as it recognizes a link to another page, it goes off and fetches it. Large search engines have many spiders working simultaneously. Also known as a crawler.
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| Spider/Robot
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A software program that search engines use that visit every site on the web, following all of the links and cataloguing all of the text of every web page.
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| Spidering
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The process of surfing the web, storing urls and indexing keywords, links and text. Typically, even the largest search engines cannot spider all of the pages on the net. This is due to the huge amount of data available, the speed at which the new data appears, the use of politeness windows and practical limits on the number of pages that can be visited in a given time. The search engines have to make compromises in order to visit as many sites as possible, and they do this in different ways. For example some only index the home pages of each site, some only visit sites theyre explicitly told about, and some make judgments about the importance of sites (from number and quality of inbound links) before digging deeper into the subpages of a site.
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| Spiff
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Please refer push money.
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| Spillover Media
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Foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country.
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| Splash Page
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A preliminary page that precedes the userrequested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Also known as an interstitial. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.
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| Splash Page
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Similar to a gateway page but provides an initial display which must be viewed before a visitor reaches the main page. This usually acts as a kind of opening title sequence, and can be extremely annoying.
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| Split Run
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Two or more different forms of an advertisement which are ran simultaneously in different copies of the same publication, used to test the effectiveness of one advertisement over another to appeal to regional or other specific markets.
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| Split Runs
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A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs on the same day.
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| Split-Run
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Different versions of an advertisement in the same issue of a publication are used to test ad effectiveness.
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| SPOKESPERSON
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A well-known person serving as a regular advocate of specific product or cause. Skiing star Picabo Street is firmly associated with Chapstick; Candice Bergen, with Sprint.
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| Sponsor
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The company or organization ultimately responsible for the message and distribution of an advertisement. Although the sponsor is often not the author, the sponsor typically pays for the creation of the ad and its distribution.
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| Sponsor
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1) a sponsor is an advertiser who has sponsored an ad and, by doing so, has also helped sponsor or sustain the Web site itself; 2) an advertiser that has a special relationship with the Web site and supports a specific feature of a Web site, such as a writers column or a collection of articles on a particular subject.
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| Sponsorial Consumers
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A group of decision makers at the sponsors company or organization who decide if an ad will run or not, typically composed of executives and managers who have the responsibility for approving and funding a campaign.
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| Sponsorship
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The presentation of a radio or TV program, or an event, or even a website by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials. 5,
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| Sponsorship
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The purchase of a radio program or specific feature.
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| Sponsorship
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An association with a Web site in some way that gives an advertiser some particular visibility and advantage above that of runofsite advertising. When associated with specific content, sponsorship can provide a more targeted audience than runofsite ad buys.
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| SPOT (SPOT ANNOUNCEMENT)
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15- or 30-second radio or television commercial.
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| SPOT ADVERTISING
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Any advertising presented in selected locales rather than on a national level.
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| Spot Announcements
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Commercial or public service announcements that are placed on television or radio programs.
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| Spot Announcements
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An individual commercial message run between programs but having no relationship to either. Spots may be sold nationally or locally. They must be purchased by contacting individual stations directly.
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| Spot Announcements.
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Commercial or public service announcements that are placed on television or radio programs.
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| Spot Color
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The technique of coloring for emphasis some areas of basic blackandwhite advertisements, usually with a single color.
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| Spot Color.
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Color applied for emphasis to areas of a basically black and white advertisement . A single color used as a display feature.
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| Spot Radio
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National advertisers purchase of airtime on individual stations. Buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy.
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| Spot Television or Radio
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Time slots in geographic broadcast areas, purchased on a markettomarket basis rather than through a network.
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| SPREAD
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Advertisement or other print presentation that takes two facing pages in a magazine or newspaper. A full-page "spread" fills both pages and may take up the gutter in between as well.
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| Spread
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Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.
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| Spyware
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Just like Adware, except that the software abuses its ability to monitor the users activity.
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| SRDS
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Please refer Standard Rate and Data Service.
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| SSI
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Server Side Includes. Used (for example) to add dynamically generated content to a web page.
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| STABILE
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Display that is suspended or that rises from a pedestal at different levels and planes, none of which move.
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| Staggered Schedule
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A schedule of advertisements in a number of periodicals which have different insertion dates.
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| Stakeholders
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In relationship marketing, customers, employees, centers of influence, stockholders, the financial community, and the press. Different stakeholders require different types of relationships.
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| STANDARD ADVERTISING UNIT (S.A.U.)
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System of standard dimensions for print display advertising based on six columns, each 2 1/16 inches wide, with a 1/8 inch "gutter" between columns. Because nearly all broadsheet newspapers are now in SAU in their display pages, a single ad may be used in many places without resizing.
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| Standard Advertising Unit SAU
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A system of standardized newspaper advertisement sizes that can be accepted by all standardsized newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of the format.
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| Standard Advertising Unit System SAUS
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A set of uniform advertising procedures developed by the American Newspaper Publishers Association.
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| Standard Industrial Classification SIC
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Defined by the U.S Department of Commerce to be a classification of businesses in a numeric hierarchy.
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| Standard Rate And Data Service SRDS
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A commercial firm that publishes reference volumes that include uptodate information on rates, requirements, closing dates, and other information necessary for ad placement in the media.
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| Standard Rate And Data Service SRDS
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A publisher of media information directories that eliminate the necessity for advertisers and their agencies to obtain rate cards for every publication.
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| Standardized Outdoor Advertising
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Specialized system of outdoor advertising structures located scientifically to deliver an advertisers message to an entire market.
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| Standardsize Newspaper
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The standard newspaper size, measuring approximately 22 inches deep and 3 inches wide and is divided into six columns.
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| Starch Readership Service
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A research organization (Starch INRA Hooper) that provides an advertisements rank in issue and Starch scores.
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| Starch Scores
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A result of a method used by Daniel Starch and staff in their studies of advertising readership which include noted, or the percent of readers who viewed the tested ad, associated, or the percent of readers who associated the ad with the advertiser, and readmost, or the percent of readers who read half or more of the copy.
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| Starch Scores (Or More Recently Starch/INRA/Hooper).
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A result of a method used by Daniel Starch and staff in their studies of advertising readership which include noted, or the percent of readers who viewed the tested ad, seenassociated, or the percent of readers who associated the ad with the product, and read-most, or the percent of readers who read half or more of the copy.
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| Statement Stuffers
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Advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies.
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| Static Ad Placement/Static Rotation
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1) ads that remain on a Web page for a specified period of time; 2) embedded ads.
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| Stealth Script
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A CGI script which switches page content depending on who or what is accessing the page.
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| Stemming
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The ability for a search to include the stem of words. For example, stemming allows a user to enter swimming and get back results also for the stem word swim.
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| Stepandrepeat
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A single image printed repeatedly in a pattern on a single sheet of paper.
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| Stet
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A Latin term meaning let it stand, which instructs a printer or typesetter to ignore an alteration called for in a proof.
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| STET
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From Latin for "let it stand." Used in copyediting and proofreading to signify that the original copy, not the revision, should be used.
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| Stickiness
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A measure used to gauge the effectiveness of a site in retaining individual users. Stickiness is usually measured by the duration of the visit.
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| Stimulus
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Physical data that can be received through the senses.
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| Stimulusresponse Theory
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Also called conditioning theory. Some stimulus triggers a consumers need or want, and this in turn creates a need to respond.
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| Stock Music
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Existing music that can be purchased for an agreed-upon usage fee.
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| Stock Posters
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A type of outdoor advertising consisting of readymade 30sheet posters, available in any quantity and often featuring the work of firstclass artists and lithographers.
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| Stop Motion
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A photographic technique in which inanimate objects appear to move.
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| Stop Word
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A word which is ignored in a query because the word is so commonly used that it makes no contribution to relevancy. Examples are, common net words such as computer and web, and general words like get, I, me, the, and you.
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| Storyboard
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In the case of a television ad, the storyboard represents the various stages of the commercial from start to finish.
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| Storyboard
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A sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views.
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| Storyboard
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Drawings that depict the action of a commercial, together with a written description of what the viewer will see and hear.
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| STORYBOARD
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A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard gives the client a good idea of the agency’s concept for a commercial, before extensive production charges are incurred.
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| Storyboard
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A blueprint for a TV commercial which is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script.
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| Storyboard Roughs
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A rough layout of a television commercial in storyboard form.
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| Straight Announcement
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The oldest type of radio or television commercial, in which an announcer delivers a sales message directly into the microphone or oncamera or does so offscreen while a slide or film is shown onscreen.
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| Straightfee retainer Method
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A method of compensation for ad agency services in which a straight fee, or retainer, is based on a costplusfixedfees formula. Under this system, the agency estimates the amount of personnel time required by the client, determines the cost of that personnel, and multiplies by some factor.
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| Straightsell Copy
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A type of body copy in which the text immediately explains or develops the headline and visual in a straightforward attempt to sell the product.
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| Strategic Planning
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Determination of the steps required to reach an objective of achieving the optimum fit between the organization and the marketplace.
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| Stratified Selection
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An equally measured statistical sample which represents all the categories into which the population has been divided.
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| STREAMER
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A long, narrow sign with a message in bold type hung across open area, window, or doorway.
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| Streaming
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1) technology that permits continuous audio and video delivered to a computer from a remote Web site; 2) an Internet data transfer technique that allows the user to Please refer and hear audio and video files. The host or source compresses, then streams small packets of information over the Internet to the user, who can access the content as it is received.
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| Streaming Media
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Typically refers to video or sound delivered through a media player on the Internet.
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| Streaming Media Player
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A software program which decompresses audio and/or video files so the user can hear and/or Please refer the video or audio file. Some examples are Real Player, Windows Media and Quick Time Player.
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| Stripping
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Positioning film negatives or positives of copy and illustrations for the purpose of creating a printing plate for that ad or page. Also referred to as image assembly.
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| Stripping
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Assembling line and halftone negatives into one single negative, which is then used to produce a combination plate.
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| STYLIST
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Hair and/or makeup artist on a television shoot.
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| Subculture
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