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.
Paid Advertising or Paid
Ads that you pay to place
in any medium. Because they are paid, the advertiser controls the placement
and content of messages, making them very useful in targeting specific
Readers of a publication who
are not primary readers that originally purchased the publication.
The extent to which a newspaper
advertisement reaches a particular audience. Usually expressed as a percentage
of the total audience.
A sheet containing a number
of frames and the script from a television commercial.
A unit of measurement for
type and printed materials. Six picas equal 1 inch.
A unit of measurement for
type and printed materials. Twelve points equal 1 pica.
The part of the page, page
number, and section where an advertisement appears.
A report provided by broadcast
stations to advertisers that identifies the exact times, dates, programs,
and estimated dollar value of the airtime in which the advertiserís commercials
The physical application of
printed sheets to billboards.
An advertising position within
a publication or within a block of television ads for which the advertiser
must pay a premium price.
Readers who purchased a magazine
or who are members of a household in which the publication was purchased.
A continuous period of time
not less than 3 hours per broadcast day as designated by the station.
Usually 8-11 p.m. EST, 7-10 p.m. CST, and 8-11 p.m. PST.
Produced (recorded) Tag
A tag that is recorded in
a studio and added to the end of a spot.
Ad agency or organization
that produced the advertisement.
Date that the ad was created.
Health or tobacco control
organization that paid for or arranged for production of the ad.
Produced Radio Spot
Radio advertisement that has
sports, and informational broadcast programs.
A copy of an advertisement
as it will appear once produced or printed.
Public Service Announcement
Any advertising intended for
the public good that is placed free of charge. Usually refers to commercials
intended for nonpaid placement on television or radio, in accordance with
the Public Service Announcement/Government Agency Messages waiver provisions
of the Screen Actors Guild (SAG) and the American Federation of Television
and Radio Artists (AFTRA) Commercials contract. Also used informally for
nonpaid placement on print and out-of-home vehicles.
The statement of a publicationís
circulation; reports are issued by the Audit Bureau of Circulation twice