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.
A media pattern of intense
frequency over a relatively short period of time. Implies simultaneous
achievement of wide reach and frequency designed to achieve maximum impact,
coverage, or both.
Screen Actors Guild (SAG)
The union representing on-camera
and off-camera actors.
The written text of a television
or radio advertisement, often including character dialog, audio/visual
effects, and stage directions.
Secondary Target Audience
Groups that have some influence
or control over the primary target audience. For example, if youth age
12-17 is the primary target audience, a secondary target audience might
be teachers, coaches or parents. Secondary target audiences can also be
groups that are specific sub-categories within the primary target audience
that need their own communication strategies, messages, and media vehicles.
For example, if youth age 12-17 is the primary target audience, Hispanic
youth could be a secondary target audience.
A direct mail piece that can
be mailed without a wrapper or envelope.
A group of related ads that
were produced to convey a specific message and are part of the same campaign.
A measurement of audience
exposure to out-of-home advertising. A showing is the daily total of the
advertisementís reach times the frequency of audience exposure to it.
Tagging of out-of-home advertising.
Usually consists of a sticker with the sponsoring organizationís tag and
is placed directly on the ad, sometimes to cover up an existing tag.
The deadline for ordering
advertising space in publications.
An ad: a public notice published
in the press or broadcast over the air.
Two facing pages in a publication.
Also called a double truck.
Designated time between network
programs or within programs set aside for local station identification.
A panel or series of panels
on which a set of sketches or pictures is arranged depicting consecutively
the important changes of scene and action in a series of shots for a television
commercial. Often accompanied by the script.
The communication plan used
to develop the ad.
Super (Superimposed words)
A visual text tag, usually
in the final frames of the commercial.
A special newspaper feature
section usually in magazine format and distributed in Sunday editions.
Also referred to as Sunday supplement or Sunday magazine.