| ADVERTISING
TERMS - - Whether you're an actor working in a TV
Commercial or a model for a print ad , it is in your best interest to know
these terms. |
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| Adjacency
- A commercial placed next to a special feature such as weather, news,
sports or traffic reports. |
| Affidavit
- Notarized invoices showing specific days and times commercials ran.
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| Afternoon
Drive - The 3pm-7pm section of a radio day or daypart. |
| Announcement-
Commercial message of varying lengths on radio or television. |
| Annual
Discount - Rate discount applied to contracts of 52 continuous week
duration. |
| Billboard
(Radio) - An ID announcement of a program or feature sponsor.
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| Billboard
(Outdoor) - Painted , printed or poster advertising boards along roads
and highways. |
| Branding
- The process of building a business name and reputation. |
| Brochure
- Printed promotional piece available in many sizes. |
| Cable -
Television signals transmitted by wire, or cable, instead of through the
air. Cable television provides the availability of programming from more
and distant stations for a monthly fee. |
| Cash
Discount - A deduction sometimes passed on to advertisers for payment
of invoices within a short period of time -- usually fifteen days.
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| Cancellation
Date - A specific, published date for canceling an advertising
contract. |
| Circulation
( Print) - Number of copies sold or delivered. |
| Circulation
(Outdoor) - Number of people who drive by a given board location
within a 24 hr period. |
| Column Inch
- A newspaper measurement of the smallest possible ad -- one
column wide by one inch long. |
| Co--op
Advertising - The shared cost of advertising between an advertiser and
a manufacturer. |
| Copy -
The written script for radio or television spots or the word section of a
print ad. |
| Couponing
- Distribution of coupons through the mail, print or in-store
promotion. |
| Coverage Map
- Diagram showing a medium's geographical audience potential. |
| Daypart
- A specific segment of a broadcast day. |
| Demographics
- Segments of population grouped by age and gender. |
| Direct Mail
- Print pieces sent through the mail to consumers. |
| Drive Time
- Morning and afternoon radio dayparts (5:30--10 AM and 3-7PM) |
| Dub - A
copy of a radio or television commercial. |
| Exclusivity
- Advertising at a given period of time free from competing ads.
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| Fixed Rate
- Cost of spots running at the same time every day. |
| Flat Rate
- Advertising rate before discounts. |
| Frequency
- Average number of times a person is exposed to a commercial message.
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| Frequency
Discount - Discounts given for reaching a specific number of
commercials of print, radio, television, or outdoor ads per week, month or
year. |
| Flight -
A short radio or television schedule. |
| HUT -
Households using television - audience determination. |
| Insert -
a printed piece delivered to consumers inside of a daily/weekly newspaper.
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| Makegood -
a commercial run as a replacement for one missed or preexempted from a
regular schedule on radio, television or in print. |
| Primary
Audience - A station's largest demographic segment of viewers or
listeners. |
| Promotion -
A heightened form of advertising including special extra features.
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| Pulsing -
Advertising technique of scheduling alternating periods of advertising
and periods of non- advertising. |
| PUT -
Persons using television |
| Rate Card -
A published list of rates, deadlines, and cancellation specifications
for media. |
| Remnant
Space - Radio, television or print space sold at reduced rates. |
| Reach -
The number of different persons or households exposed to a commercial
message. |
| Shared
Advertising - an advertising campaign featuring the sharing of
commercial production and cost by two or more advertisers. |
| Shopper -
a local weekly newspaper delivered to homes at no cost. |
| Showing -
A group of outdoor billboards up at one time in various locations. |
| Sponsorship
- purchase by an advertiser of a specific feature such as weather,
sports, news or traffic reports. |
| Spot -
one commercial on radio or television. |
| Strategic
Advertising - running a small schedule over a long period of time.
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| Tabloid -
a smaller than standard- sized newspaper or special newspaper section.
|
| Tactical
Advertising - running a large amount of commercials in a short period
of time. |
| Target
Audience - a specific group of people defined by age and gender by an
advertiser. |
| Tear Sheet -
an actual page containing the advertising being invoiced as proof of
publication. |
| Vehicle -
a specific station or publication within a general media
classification. |
| Volume
Discount - a rated discount given for running a large number of radio,
television, or print advertisements within a given contract.
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