There's a lot of jargon and lingo in the advertising industry. That's
why this glossary/dictionary was created - to help you change advertising
gobblydegook into plain english. Just click on the first letter of the
term you want to look up.
Courtesy of www.GreatNewspaperAds.com
Home of the
Do-It-Yourself Newspaper Advertising Course That Gets You Results.
An ad, art, copy text or graphic
ready for inclusion in publications.
An advertising effort on behalf
of a particular product, service, or issue that lasts for a specified
period of time; is intended to generate specific outcomes or effects;
and targets a relatively large number of people. A single campaign generally
is based around a common theme and target audience, and often includes
ads in several media types. In addition to referring to the advertising
effort, campaign can also refer to the set of materials used.
For publications, the total
number of copies that are distributed, usually a total of subscriptions
plus single copies sold.
The portion of a newspaper’s
coverage area that includes the corporate city plus adjacent areas that
have the characteristics of the city.
A unit of publication space
1 column wide and 1 inch long.
A short advertisement, message,
or announcement recorded in an audio or audio/visual format, three minutes
or less in length, intended for television or radio use, which may be
either a public service announcement, a paid advertisement, or both.
Any text to be included in
A legal term referring to
protection granted an individual or organization against the use of an
original work without expressed consent.
Cost Per Thousand (CPM)
A cost-efficiency measure
that indicates the cost of reaching 1,000 readers, viewers, or listeners
through an advertisement.
Any efforts or campaigns aimed
at countering the advertising by the tobacco industry and other pro-tobacco
influences. Counter-advertising seeks to replace these pro-tobacco messages
and influences with persuasive, pro-health, anti-tobacco messages. This
can take many forms including television, radio, print, billboard, theater,
and other out-of-home advertising.
Refers to marketing and communications
efforts aimed at countering the marketing efforts (including but not limited
to advertising) of the tobacco industry and other pro-tobacco influences.
Counter-marketing can include such efforts as media advocacy, media relations,
in-school curriculum programs, and sponsorships and promotions, as well
as paid counter-advertising.
The percentage of households
or individuals in a designated area that have access to a specific advertising