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| T1
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A highspeed (1.54 megabits/second) Internet connection.
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| T3
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A very highspeed (45 megabits/second or higher) Internet connection.
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| Tabloid
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A size of newspaper that is roughly half the size of a standard newspaper.
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| Tabloid
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A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14 high by 12 wide.
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| Tabloid Newspaper
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A newspaper size generally about half as deep as a standardsized newspaper; it is usually about 4 inches deep and inches wide.
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| Tachistoscope Testing
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A method used in advertising and packaging recall tests. Used to measure a viewers recognition and perception of various elements within an ad by using the different lighting and exposure techniques of a Tachistoscopea device that projects an image at a fraction of a second.
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| Tachistoscope Testing.
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A method used in advertising and packaging recall tests. Used to measure a viewer’s recognition and perception of various elements within an ad by using the different lighting and exposure techniques of a Tachistoscope – a device that projects an image at a fraction of a second.
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| Tactics
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The precise details of a companys marketing strategy that determine the specific shortterm actions that will be used to achieve its marketing objectives.
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| Tag Line
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A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
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| Tag Line.
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A slogan or phrase that conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
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| Tagline
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Please refer slogan.
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| Takeones
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In transit advertising, pads of business reply cards or coupons, affixed to interior advertisements for an extra charge, that allow passengers to request more detailed information, send in application blanks, or receive some other product benefit.
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| TALENT
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Actors, models, and singers employed in advertisements.
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| Talent
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The actors in commercials.
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| TALENT AGENCY
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An organization that represents actors and models appearing in advertisements.
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| Tangible.
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Can be directly perceived through the senses, such as by visual inspection or the sense of touch. Example: "This car has a V-8 engine." (Darley & Smith 1993, p. 101.)
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| Target Audience
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A specified audience or demographic group for which an advertising message is designed.
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| TARGET AUDIENCE
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The consumer group most likely to buy a specific product and identified by region, age, demographics, or economic status. The target audience might be as wide as "adults aged 35-54," or as narrow as "female high school prom-goers in Wabash, Indiana." Effective ads are created and placed in media with the target audience clearly in mind.
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| Target Audience
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The intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.) Product purchase behavior, product usage or media usage.
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| Target Audience
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The specific group of individuals to whom the advertising message is directed.
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| Target Audience
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A specified audience or demographic group for which an advertising message is designed
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| Target Audience.
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A specified audience or demographic group for which an advertising message is designed.
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| Target Audience.
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The intended audience for an ad, usually defined in terms of specific demographics (age, income, etc.), product purchase behavior, product usage, or media usage.
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| Target Demo Demo
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An age group or audience makeup that you target with your commercial message.
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| TARGET MARKET
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Target audience.
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| Target Market
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A group of individuals whom collectively, are intended recipients of an advertisers message.
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| Target Market
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The market segment or group within the market segment toward which all marketing activities will be directed.
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| Target Marketing Process
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The sequence of activities aimed at assessing various market segments, designating certain ones as the focus of marketing activities, and designing marketing mixes to communicate with and make sales to these targets.
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| Taxicab Exteriors
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In transit advertising, internally illuminated, twosided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear.
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| Tcommerce
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Electronic commerce on interactive television.
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| TCP/IP Transfer Control Protocol/Internet Protocol
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A software standard used by the Internet to understand all computer languages and most computers.
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| Tear Sheets
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A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion. Also used to check color reproduction of advertisements.
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| Tearsheets
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The printed ad cut out and sent by the publisher to the advertiser as a proof of the ads print quality and that it was published.
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| Teaser Campaign
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An advertising campaign aimed at arousing interest and curiosity for a product.
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| Teaser Campaign.
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An advertising campaign aimed at arousing interest and curiosity for a product.
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| Technical
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One of the three components of message strategy, it refers to the preferred execution approach and mechanical outcome including budget and scheduling limitations
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| Telemarketing
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Selling products and services by using the telephone to contact prospective customers.
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| Telemarketing
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Use of the telephone as an interactive medium for promoting a product (outbound telemarketing) or promotion response (inbound telemarketing).
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| TELEMARKETING
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Selling, or advertising, or market research done by telephone.
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| Telemarketing
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The use of the telephone as a medium to sell, promote, or solicit goods and services.
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| Telephone Sales
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Please refer telemarketing.
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| Teleprompter
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A twoway mirror mounted on the front of a studio video camera that reflects moving text to be read by the speaker being taped.
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| Television Households TVHH
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Households with TV sets.
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| Tensile Claims.
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Price claims that show the upper or lower range of percentage savings on a selection of products.
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| Terminal Posters
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Onesheet, twosheet, and threesheet posters in many bus, subway, and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such attention getters as floor displays, island showcases, illuminated signs, dioramas (threedimensional scenes), and clocks with special lighting and moving messages.
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| Termination Stage
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The ending of a clientagency relationship.
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| Terms & Conditions
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The details of the contract accompanying an insertion order. Please refer iab.net for voluntary guidelines for standard terms & conditions for internet advertising for media buys.
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| Test Market
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An isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout.
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| TEST MARKET
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A consumer group interviewed to determine target audience.
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| TEST MARKET SPOT
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A spot used exclusively on the test market and monitored for its effectiveness.
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| TESTIMONIAL
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A statement, often given by a celebrity, affirming the value of a product, event or service. The authority, glamour, character or special knowledge of a celebrity can reflect on the advertised product. Michael Jordan, perceived as an expert on sports footwear, speaks for Nike. Customer testimonials are also commonly used.
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| Testimonial
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The use of satisfied customers and celebrities to endorse a product in advertising.
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| Testimonial.
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A commercial using real people who endorse a product.
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| Text
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Please refer body copy.
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| Text Ad.
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An ad designed for text delivery, with concise, action-oriented copy and a link to your website. Because they are not accompanied by graphics, text links are easy to create and improve page download time. Also known as a sponsored link.
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| Text Paper
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Range of less expensive papers that are lightweight. More porous versions are used in printing newspapers and finer, glossier versions are used for quality printed materials like magazines and brochures.
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| Text Type
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The smaller type used in the body copy of an advertisement.
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| Textual Ad Impressions
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The delivery of a textbased advertisement to a browser. To compensate for slow internet connections, visitors may disable auto load images in their graphical browser. When they reach a page that contains an advertisement, they please refer a marker and the advertisers message in text format in place of the graphical ad. Additionally, if a user has a textonly browser, only textual ads are delivered and recorded as textual ad impressions.
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| THE CLIOS
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Annual awards given for excellence in radio and television advertising.
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| Theater Testing
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A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad.
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| Themeline
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Please refer slogan.
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| Theory Of Cognitive Dissonance
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The theory that people try to justify their behavior by reducing the degree to which their impressions or beliefs are inconsistent with reality.
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| Think Product
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| Thirdparty Ad Server
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Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers declared or predicted characteristics or preferences.
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| Thread
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A series of messages related to the same topic in a discussion group or newsgroup, such as an original post and related followups.
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| Throughput
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The amount of data transmitted through Internet connectors in response to a given request.
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| THROWAWAY
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A handbill or some other printed matter distributed free to residences and containing local advertising; a novelty item used to entice consumers into buying an item for sale.
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| Thumbnail
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A rough, rapidly produced pencil sketch that is used for trying out ideas.
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| Thumbnail
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A rough, simple, often small sketch used to show the basic layout of an ad.
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| TIE-IN
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A campaign to link products, media, or markets.
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| Time Compression
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A technique used in broadcast production to delete time from television commercials.
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| Time Compression.
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A technique used in broadcast production to delete time from television commercials.
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| TIME SLOT
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A specific time bought for airing a commercial on radio or television.
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| Title
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Title acts like the headline of the PPC advertisements. It is often a three to five word sentence that calls for attention and persuades a searcher to click on ads.
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| Title Tag
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It should be used to describe the web page using targeted keywords using no more that 60 characters, including spaces.
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| TLD
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Top Level Domain. This is the far right portion of any domain name. Examples: .com, .org, .uk, .net.
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| TLD Top Level Domain
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Most commonly thought of as a .com, also includes .org and .edu
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| Token
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Tracer or tag which is attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users.
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| Token.
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A tracer or tag attached by the receiving server to the address (URL) of a page requested by a user. A token lasts only through a continuous series of requests by a user, regardless of the length of the interval between requests. Tokens can be used to count unique users.
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| TOMA topofmindawareness
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Achieving a high level of recognition with a specific audience.
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| Topdown Marketing
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The traditional planning process with four main elements: situation analysis, marketing objectives, marketing strategy, and tactics or action programs.
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| Total Ad Impressions
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The total of all graphical and textual ad impressions delivered, regardless of the source. Please refer ad impression.
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| Total Audience
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The total number of homes reached by some portion of a TV program. This figure is normally broken down to determine the distribution of audience into demographic categories.
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| Total Audience Plan TAP
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A radio advertising package rate that guarantees a certain percentage of spots in the better dayparts.
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| Total Audience Plan TAP
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An advertising schedule that places ads in a pattern that utilizes all station dayparts for maximum station audience exposure.
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| Total Bus
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A special transit advertising buy that covers the entire exterior of a bus, including the front, rear, sides, and top.
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| Total Survey Area TSA
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Geographic area that encompasses the Metro Survey Area (MSA) and may include additional counties located outside the MSA which meet certain listening criteria.
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| Total Unique Users
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Please refer unique user.
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| Total Visitors
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Total number of browsers or individuals which have accessed a site within a specific time period.
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| Total Visits
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Total number of browsers accessing a Web site within a specific time period. Total visits should filter robotic activity, but can include visits from repeat visitors.
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| Tracking
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The ability of online advertising to measure every step of the advertising process from impression to click to action to advertiser revenue. Tracking is done with server logs, ad management software, and other software packages.
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| Tracking Code
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The code placed on your website to track the conversion and the visitors visiting the website.
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| Tracking Studies
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A type of research study that follows the same group of subjects over an extended period of time.
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| Tracking Study
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(1) Continuous in-market research that monitors a brand’s performance (including sales and attitudes) against competition. (2) A type of research study that follows the same group of subjects over an extended period of time.
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| Tracking URL
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Usually used in PPC campaigns, it is a URL that has special code added to it so that results can be monitored.
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| Tracking.
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Online advertising opens the opportunity to track audience response throughout the life of your campaign. Tracking and reporting tools can help you learn as you go, so you can refine your ad creative, placement options, and spending levels if you're not seeing the results you expect. The publisher of your ads typically will provide reports on ad impressions and clickthrough. For additional analysis of your traffic and actual customer conversion rates, you'll need to build tracking mechanisms into your website.
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| Trade Advertising
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The advertising of goods and services to middlemen to stimulate wholesalers and retailers to buy goods for resale to their customers or for use in their own businesses.
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| Trade Advertising
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Advertising designed to increase sales specifically for retailers and wholesalers.
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| Trade Character
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People, characters, and animals that are used in advertising and are identified with the products, e.g. Jolly Green Giant and Tony the Tiger.
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| Trade Concentration
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More products being sold by fewer retailers.
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| Trade Deals
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Shortterm dealer discounts on the cost of a product or other dollar inducements to sell a product.
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| Trade Name
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The name under which a company operates.
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| TRADE NAME
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The name used by a company to describe and distinguish its brand of a generic product. Kleenex is a trade name for a brand of tissue; Xerox, a single brand of copier.
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| Trade Promotions
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Please refer push strategy.
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| TRADE SHOW
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A convention at which advertising agencies or related companies show and compare products and ideas. Companies frequently underwrite elaborate displays, receptions, presentations and giveaways for trade shows in their industry.
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| Trade Show Graphics
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Large format graphics and displays designed for high visibility in a trade show setting.
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| Trade Shows
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Exhibitions where manufacturers, dealers, and buyers of an industrys products can get together for demonstrations and discussion; expose new products, literature, and samples to customers; and meet potential new dealers for their products.
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| Trade Stimulants
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Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.
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| Trademark
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Any word, name, symbol, device, or any combination thereof adopted and used by manufacturers or merchants to identify their goods and distinguish them from those manufactured or sold by others.
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| Trademark
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Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
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| Trademark
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Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
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| TRADE-OUT
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A barter arrangement for the exchange of commercial time, advertising space, products, or services.
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| Traffic
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The number of visitors a website receives over a given period. Usually reported on a monthly basis.
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| Traffic
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The number of visits and/or visitors who come to a Web site.
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| Traffic
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The visitors to a web page or web site. Also refers to the number of visitors, hits, accesses, etc., over a given period.
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| Traffic Builder
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A promotional tactic using direct mail. Designed to draw consumers to the mailers location.
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| Transactional Query
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A query where the user expects to conduct a transaction.
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| Transfer
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The successful response to a page request; also when a browser receives a complete page of content from a Web server.
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| Transformational Motives
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Positively originated motives that promise to transform the consumer through sensory gratification, intellectual stimulation, and social approval. Also called reward motives.
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| Transit Advertising
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Advertising that appears on public transportation or on waiting areas and bus stops.
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| Transit Advertising
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An outofhome medium that actually includes three separate media forms: inside cards; outside posters; and station, platform, and terminal posters.
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| Transit Shelter Advertising
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A newer form of outofhome media, where advertisers can buy space on bus shelters and on the backs of busstop seats.
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| Transitional Ad
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An ad that is displayed between Web pages. In other words, the user sees an advertisement as he/she navigates between page a and page b. Also known as an interstitial.
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| Transitional Pop Up
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An ad that pops up in a separate ad window between content pages.
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| Transnational global Markets
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Consumer, business, and government markets located in foreign countries.
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| Transparency
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A positive, color photographic image on clear film.
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| Transparent Ink
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Ink used in four color printing process that allows for colors underneath the ink to show through.
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| Trap
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Where, in the printing process, one color overlays the edge of another to keep the paper from showing through.
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| Trap
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To combine different layers of colors in order to create various colors in the four color printing process.
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| TRex
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The Lycos spider.
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| Trial Close
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In ad copy, requests for the order that are made before the close in the ad.
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| Triggers
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A command from the host server that notifies the viewers settop box that interactive content is available at this point. The viewer is notified about the available interactive content via an icon or clickable text. Once clicked by using the remote control, the trigger disappears and more content or a new interface appears on the tv screen.
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| Trim Size
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A size of a magazine or newspaper page after trimming.
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| Trope.
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A metaphor.
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| TrustRank
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A method of using a combination of limited human site review in conjunction with a search engines algorithm.
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| Turnover
|
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The rate of audience change for a specific program during a specific amount of time.
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| TV Households TVHH
|
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The number of households in a market area that own television sets.
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| Type Families
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Related typefaces in which the basic design remains the same but in which variations occur in the proportion, weight, and slant of the characters. Variations commonly include light, medium, bold, extra bold, condensed, extended, and italic.
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| Type Font
|
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Refers to the complete alphabet for a specific typeface.
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| Typeface
|
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A designed alphabet with consistent characteristics and attributes.
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| Typography
|
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The art of selecting, setting, and arranging type.
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| Typography
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The designated setting of type for printing purposes.
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| Typography
|
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The designated setting of type for printing purposes.
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