Term
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Definition
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the number of different people exposed, at least once, to a medium during a given period of time
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Term
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Definition
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the average number of times those people are exposed to that medium during that period of time
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Term
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Definition
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those advertising elements the company controls to achieve its advertising objectives, including the target audience, the product concept, the communications media, and the advertising message
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Term
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Definition
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colors, type, or visuals that run all the way to the edge of the page
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Definition
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advertising space on the front inside, back inside, and back cover pages of a publication that is usually sold at a premium price
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Term
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Definition
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a large magazine advertisement [60% of the page] placed in the middle of a page and surrounded by editorial matter
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Definition
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a half-page of magazine space that is surrounded on two or more sides by editorial matter. this type of ad is designed to dominate a page and is therefore sold at a premium price
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Term
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Definition
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an ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper
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Term
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Definition
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a magazine cover or page extended and folded over to fit into the magazine. the gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium
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Term
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Definition
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information- or entertainment-oriented periodicals directed toward people who buy products for their own consumption
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Definition
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magazines directed toward farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services
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Definition
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the largest category of magazines, they target business readers and include: trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals
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Definition
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most major U.S. cities have one of these publications. typical readership is upscale, professional people interested in local arts, fashion, and business.
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Definition
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magazines targeted to a specific area of the country, such as the West or South
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Definition
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magazines that are distributed throughout a country
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Term
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Definition
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with magazines, the circulation figure on which the publisher bases its rates
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Term
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Definition
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the number of copies of a magazine that the publisher expects to sell. if this figure is not reached, the publisher must give a refund to advertisers
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Term
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Definition
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thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations [ABC]
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Term
| Audit Bureau of Circulations [ABC] |
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Definition
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an organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its marketers
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Term
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Definition
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the number of people who receive a publication, whether through direct purchase or subscription
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Term
| secondary [or pass-along] readership |
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Definition
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the number of people who read a publication in addition to the primary purchasers
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Term
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Definition
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business publications aimed at people within a specific industry; for example, Restaurants & Institutions
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Term
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Definition
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business publications targeted at people with particular job functions that cut across industry lines, such as Purchasing magazine
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Term
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Definition
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the total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales
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Term
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Definition
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a free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products
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Term
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Definition
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the date printed on the cover of a publication
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Term
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Definition
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the date a magazine is actually issued
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Term
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Definition
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a publication's final deadline for supplying printing material for an advertisement
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Term
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Definition
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a common term describing the cost of reaching 1,000 people in a medium's audience. it is used by media planners to compare the cost of various media vehicles
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Term
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Definition
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in newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period
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Term
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Definition
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discounts given to advertisers for purchasing print space or broadcast time in bulk quantities
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Term
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Definition
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magazines that target geographic markets and have different rates for ads
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Term
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Definition
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magazines that reach readers who share a demographic trait, such as age, income level, or professional status
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Term
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Definition
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often called dailies, these newspapers are published at least five times a week, in either morning or evening editions
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Term
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Definition
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newspapers that are published once a week and characteristically serve readers in small urban or suburban areas or farm communities with exclusive emphasis on local news and advertising
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Term
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Definition
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the standard newspaper size, measures approximately 22 inches deep and 13 inches wide and is divided into six columns
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Term
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Definition
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a newspaper size generally about half as deep as a standard-sized newspaper; it is usually about 14 inches deep and 11 inches wide
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Term
| standard advertising unit [SAU] |
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Definition
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a system of standardized newspaper advertisement sizes that can be accepted by all standard-sized newspapers without consideration of their precise format or page size. this system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of the format
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Term
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Definition
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the basic unit by which publishers bill for advertising. it is one vertical inch of a column. today, most newspapers - and virtually all dailies - have converted to the SAU system. a SAU column inch is 2-1/16 inches wide by 1 inch deep
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Term
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Definition
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a newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock
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Term
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Definition
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free publications, delivered by hand or direct mail or in supermarket racks, consisting almost entirely of local advertising. consumers tend to use these publications to find dealers and to make price conparisons
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Term
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Definition
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type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components
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Term
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Definition
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a variation of a display ad designed to look like editorial matter. it is sometimes charged at a higher space rate than normal display advertising, and the law requires that th word "advertisement" appear at the top
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Term
| cooperative [or co-op] advertising |
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Definition
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the sharing of advertising costs by the manufacturer and the distributor or retailer. the manufacturer must repay 50 or 100% of the dealer's advertising costs or some other amount based on sales.
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Term
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Definition
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newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. rates are based on the number of lines the ad occupies. most employment, housing, and automotive advertising is in the form of classififed advertising.
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Term
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Definition
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ads that run in the classified section of the newspaper but have larger-size type, photos, art borders, abundant white space, and sometimes color
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Term
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Definition
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for a nominal fee, newspapers carry these legal changes in business, personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports
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Term
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Definition
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newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. preprints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper
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Term
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Definition
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advertising on Internet Web sites
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Term
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Definition
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a printed information form listing a publication's advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertiser needs to know before placing an order
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Term
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Definition
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a newspaper advertising rate that is higher, attributed to the added costs of serving national advertisers
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Term
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Definition
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a standard newspaper advertising rate with no discount allowance for large or repeated space buys
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Term
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Definition
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the highest rate for a one-time insertion in a newspaper
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Term
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Definition
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a special rate for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases
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Term
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Definition
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newspapers offer advertisers decreasing rates [calculated by multiplying the number of inches by the cost per inch] as they use more inches
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Term
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Definition
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A discount applied retroactively as the volume of advertising increases through the year
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Term
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Definition
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The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted.
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Term
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Definition
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Special newspaper advertising rates offered for placing a given ad in [1] morning and evening editions of the same newspaper, [2] two or more newspapers owned by the same publisher, or [3] two or more newspapers affiliated in a syndicate or newspaper group.
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Term
| Run-of-paper [ROP] advertising rates |
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Definition
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Run of paper. A term referring to a newspapers normal discretionary right to place a given ad on any page or in any position it desires – in other words, where space permits. Most newspapers make an effort to place an ad in the position requested by the advertiser.
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Term
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Definition
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A choice position for a newspaper or magazine ad for which a higher rate is charged.
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Term
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Definition
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In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reading matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 50% more than ROP rates.
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Term
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Definition
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A feature of many newspapers [and magazines] that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, to the same or different press runs on the same day.
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Term
| Newspaper Association of America [NAA] |
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Definition
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The promotional arm of the American Newspaper Publishers Association and the nation’s newspaper industry.
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Term
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Definition
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A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date[s] on which the ad is to run, its size, the requested position, and the rate.
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Term
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Definition
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A copy of the completed advertisement that is used to check for final errors and corrections.
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Term
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Definition
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The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad’s print quality and that it was published.
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Term
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Definition
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Television sent over airwaves as opposed to over cables.
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Term
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Definition
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Television signals carried to households by cable and paid by subscription.
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Term
| Digital video recorder [DVR] |
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Definition
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A device [such as TiVo] that is similar to a VCR, but records programs on a hard drive in digital format, providing high-quality image and sound and the ability to “pause live TV.”
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Term
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Definition
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Any of the national television or radio broadcasting chains or companies such as ABC, CBS, NBC, or Fox. Networks offer the large advertiser convenience and efficiency because the message can be broadcast simultaneously throughout the country.
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Term
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Definition
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The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.
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Term
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Definition
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Several advertisers share the sponsorship of a television program. A “participating” advertiser has no control of the program content. Partnership commitment is usually limited to a relatively short period.
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Term
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Definition
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An individual commercial message run between programs but having no relationship to either. Spots may be sold nationally or locally. They must be purchased by contacting individual stations directly.
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Term
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Definition
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Commercial time for advertisers.
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Term
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Definition
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The availability of programs that originally appeared on networks to individual stations for rebroadcast.
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Term
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Definition
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Programs produced specifically for the syndication market.
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Term
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Definition
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Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers.
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Term
| Program-length advertisement [PLA] |
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Definition
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A long-form television commercial that may run as long as an hour; also called an infomercial.
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Term
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Definition
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A long TV commercial that gives consumers detailed information about a product or service.
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Term
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Definition
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These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners.
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Term
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Definition
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The four, month-long periods each year when rating services measure all TV markets for station viewing habits and demographic information for the purpose of setting advertising rates. Sweep months are February, May, July, and November.
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Term
| Designated Market Areas [DMAs] |
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Definition
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The geographical areas in which TV stations attract most of their viewers.
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Term
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Definition
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Highest level of TV viewing [8 pm to 11 pm].
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Term
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Definition
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A media scheduling strategy based on the TV usage levels reported by the rating services.
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Term
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Definition
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Term
| Households using TV [HUT] |
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Definition
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The percentage of homes in a given area that have one or more TV sets tuned on at any particular time. If 1000 TV sets are in the survey area and 500 are turned on, the HUT figure is 50%.
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Term
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Definition
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the percentage of TV households in an area that are tuned in to a specific program
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Term
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Definition
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the percentage of homes with TV sets in use [HUT] tuned to a specific program
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Term
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Definition
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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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Term
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Definition
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the distribution of an audience into demographic or other categories.
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Term
| gross rating points [GRPs] |
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Definition
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the total audience delivery or weight of a specific media schedule. one rating point equals 1& of a particular market's population.
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Term
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Definition
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an abbreviated term referring to the TV time slots that are available to an advertiser.
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Term
| cost per rating point [CPP] |
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Definition
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a simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. the CPP is determined by dividing the cost of the show by the show's expected rating against the target audience.
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Term
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Definition
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a common term describing the cost of reaching 1,000 people in a medium's audience. it is used by media planners to compare the cost of various media vehicles.
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Term
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Definition
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lower TV advertising rates that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing to pay a higher rate.
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Term
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Definition
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a signed and notarized form sent by a television station to an advertiser or agency indicating what spots ran and when. it is the station's legal proof that the advertiser got what was paid for.
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Term
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Definition
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tv spots that are aired to compensate for spots that were missed or run incorrectly.
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Term
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Definition
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when advertisers run a schedule on TV and then convert the audio portion to radio commercials, fully 75% of consumers replay the video in their minds when they hear the radio spot.
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Term
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Definition
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the genre of music or other programming style that characterizes and differentiates radio stations from each other [i.e., contemporary hit radio, country, rock, etc.]
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Term
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Definition
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national advertisers' purchase of airtime on individual stations. buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy.
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Term
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Definition
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radio spots purchased by a local advertiser
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Term
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Definition
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radio use Monday through Friday at 6 - 10 am and 3 - 7 pm
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Term
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Definition
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leaving placement of radio spots up to the station in order to achieve a lower ad rate
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Term
| total audience plan [TAP] |
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Definition
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a radio advertising package rate that guarantees a certain percentage of spots in the better dayparts
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Term
| average quarter-hour audience [AQH persons] |
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Definition
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a radio term referring to the average number of people who are listening to a specific station for at least 5 minutes during a 15 minute period of any given daypart
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Term
| average quarter-hour rating |
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Definition
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the average quarter-hour persons estimate expressed as a percentage of the estimated population
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Term
| average quarter-hour share |
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Definition
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the radio station's audience [AQH persons] expressed as a percentage of the toal radio listening audience in the area
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Term
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Definition
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the total of all the audiences delivered by a media plan
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Term
| gross rating points [GRPs] |
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Definition
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the toal audience delivery or weight of a specific media schedule. one rating point equals 1% of a particular market's population.
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Term
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Definition
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the total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart
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Term
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Definition
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the estimated number of cume persons expressed as a percentage of the total market population
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Term
| digital interactive media |
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Definition
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electronic channels of communication - including online databases, the Internet, CD-ROMs, and stand-alone kiosks - with which the audience can participate actively and immediately
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Term
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Definition
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a worldwide network of computer systems that facilitates global electronic communications via email, the World Wide Web and other data protocols.
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Term
| Internet service provider [ISP] |
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Definition
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companies that offer consumer and business access to the Internet
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Term
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Definition
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computer program that porvides computer users with a graphical interface to the Internet
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Term
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Definition
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information available on the internet that can be easily accessed with software called a browser. it is named the Web because it is made up of many sites linked together; users can travel from one site to another by clicking on hyperlinks.
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Term
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Definition
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a document or file, written in HTML, that is stored on a web server and can be viewed over the Internet using a Web browser.
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Term
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Definition
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web pages that provide starting points or gateways to other resources on the Internet
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Term
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Definition
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web sites that are devoted to finding and retrieving requested information from the World Wide Web. because search engines are the gatekeepers to information on the Internet they are extremely popular with advertisers.
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Term
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Definition
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little billboards of various sizes that pop up when a visitor lands on a particular Web page
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Term
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Definition
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a type of digital data transmission in which wires carry only one signal [channel] at a time. examples of narrowband transmission include many telephone calls andmost transmissions between computers and peripheral devices such as printers
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Term
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Definition
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a type of digital data transmission that enables a single wire to cary multiple signals simultaneously. examples of braodband transmission include cable and DSL.
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Term
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Definition
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a measure of the capacity of a communications system. the higher a system's bandwidth, the more information it can carry
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Term
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Definition
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a system of connecting with the Internet that offers high-speed data transfer direct to the computer. only available from those cable TV companies that offer one of the new cable modem services such as Roadrunner or @Home.
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Term
| digital subscriber line [DSL] |
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Definition
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technology that transorms a traditional telephone line intoa high-speed digital link to provide homes and small businesses with always-on, broadband Internet access.
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Term
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Definition
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a collection of web pages on the World Wide Web that are linked together and maintained by a company, organization, or individual.
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Term
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Definition
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a document or file, written in HTML, that is stored on a Web server and can be viewed over the Internet using a Web browser.
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Term
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Definition
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little billboards of various sizes that pop up when a visitor lands on a particular Web page.
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Term
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Definition
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in Internet advertising, buttons are small versions of a banner and sometimes look like an icon, and they usually provide a link to an advertiser's home page. because buttons take up less space than banners, they also cost less.
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Term
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Definition
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the Web page that a person reaches when clicking on a search engine listing or ad. for best results, these pages are highly targeted for the reader and specific to the referring ad.
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Term
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Definition
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Internet advertising that utilizes full motion and animated technology such as Flash, Java applets, streaming video, and interactivity
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Term
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Definition
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animated screens, often advertisements, which pop up momentarily as teh computer searches for and downlaods information for a requested Web page. also known as "splash pages."
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Term
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Definition
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technology that allows graphics, vidwo, and audio to be included in an email message.
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Term
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Definition
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the presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. the advertiser is often responsible for the program content and the cost of production as well as the advertising. this is generally so costly that single sponsorships are usually limited to TV specials.
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Term
| pay per click [PPC] advertising |
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Definition
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a type of advertising price structure where the advertiser pays based on the number of times a published ad is clicked on. search engines often base search result rankings on teh dollar amount paid for each click. the highest ranking goes to the highest bidder.
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Term
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Definition
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a single word that a user inputs into an Internet search engine to request information that is similar in subject matter to that word. advertisers may buy keywords from search engines so that their advertisements appear when a user inputs the purchased word.
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Term
| search engine optimization |
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Definition
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the process of optimizing Web pages to achieve high rankings in the search results of spider-based search engines
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Term
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Definition
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a program that follows Web site links, seeking documents to be indexed in a database that can then be examined for amtches by search engines.
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Term
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Definition
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web sites that specialize in providing classified advertisements, often provided for free. many clasified ad Web sites are supported by ad banners of other advertisers.
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Term
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Definition
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has become one of the fastest growing and most effective ways to provide direct mail
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Term
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Definition
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unsolicited, mass email advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup
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Term
| customer relationship management [CRM] |
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Definition
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a promotional program that focuses on existing clients rather than prospecting for new clients
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Term
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Definition
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the Internet version of word-of-mouth advertising email
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Term
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Definition
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a possible exposure of the advertising message to one audience member.
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Term
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Definition
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in Internet advertising, the number of "clicks" on an advertisement divided by the number of ad requests. a method by which marketers can measure the frequency with which users try to obtain additional information about a product by clicking on an advertisement. also called "click-through rate"
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Term
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Definition
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small pieces of information that get stored on your coputer when you download certain web sites. these cookies can keep track of whether a certain user has ever before visited a certain site. this allows the Web site to identify returning users and to customize the information based on past browsing or purchase behavior.
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Term
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Definition
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a single word that a user inputs into an Internet search engine to request information that is similar in subject matter to that word. advertisers may buy keywords from serach engines so that their advertisements appear when a user inputs the purchased word.
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Term
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Definition
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a term used in reference to when a World Wide Web user clicks on an ad banner to visit the advertiser's site. some Web publishers charge advertisers according to the number of click-throughs on a given ad banner
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Term
| affiliate marketing program |
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Definition
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a contractual advertising program, often used in e-commerce, under which a seller pays a manufacturer, marketer, or other business a percentage of the sale price of an item sold. this payment is compensation for services or cooperation in making the sale. for example, a site devoted to music reviews may have a banner link to an online music retailer. when consumers use that link to buy music, the music seller pays the owner of the mucis reviews site a percentage of the sale as consideration for the banner link.
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Term
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Definition
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the internet eqivalent of media rep firm, ad networks act as brokers for advertisers and Web sites. ad networks pool hundreds or even thousands of web pages together and facilitate advertising across these pages, thereby allowing advertisers to gain maximum exposure by covering even the small sites.
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Term
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Definition
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acronym for compact disk-read only memory, computer storage disk that offers a large amount of storage space.
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Term
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Definition
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interactive computers in a stand-alone cabinet that make information available 24 hours a day even in remote areas
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Term
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Definition
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a personal audience venue where people can personally guide TV programming through a remote control box while watching TV
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Term
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Definition
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a communication channel that a user can employ to send data back to a broadcaster. it might be a modem that's connected to a telephone line, a satellite connection, a cable box, the Internet, or some other network
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Term
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Definition
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all forms of advertising sent directly to the prospective customers without using one of teh commerical media forms
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Term
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Definition
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direct-mail advertising that utilizes three-dimensional shapes and unusual materials
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electronic mail-messages transmitted electronically between computers
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the most common form of direct mail. sales letters may be typewritten, typeset and printed, printed with a computer insert [such as your name], or fully computer typed
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cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic
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a type of mail that enables the recipient of direct-mail advertising to respond without paying postage
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large, heavy-stock fliers, often folded and sent out as self-mailers
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sales materials printed on heavier paper and featuring color photographs, illustrations, typography.
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a form of direct-mail advertisement, larger than a folder and sometimes used as a window display or wall poster in stores. it can be folded to a compact size and fitted into a mailer.
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any type of direct-mail piece that can travel by mail without an envelope. usually folded and secured by a staple or seal, self-mailers have a special blank space for the prospect's name and address.
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advertisements enclosed in the montly customers statements mailed by department stores, banks, utilities, or oil companies
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internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. most are produced by a company's advertising or public relations department or by its agency
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reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.
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a company's most important and valuable direct-mail list, which may contain current, recent, ang long-past customers or future prospects.
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a type of direct-mail list, composed of people who have responded to the direct-mail solicitations of other companies, especially those whose efforts are complementary to the advertiser's.
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a type of direct-mail list that has been compiled by another source, such as lists of automobile owners, new home purchasers, business owners, union members, and so forth. it is the most readily available type of list but offers the lowest response expectation.
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an intermediary who handles rental of mailing lists for list owners on a commission basis.
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a firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing
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media such as outdoor advertising [billboards] and transit advertising [bus and car cards] that reach prospects outside their homes
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an out-of-home medium in the form of billboards
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types of outdoor advertising meant for long-term use and that work best where traffic is heavy and visibility is good. they carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure.
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the basic outdoor advertising structure; it consists of blank panels with a standardized size and border. its message is first printed on large sheets of paper and then mounted by hand on the panel.
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a type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers.
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a type of outdoor advertising offering a 5-foot by 11-foot printing area on a panel surface 6 feet tall by 12 feet wide.
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giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas
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the basic unit of sale for billboards or posters is 100 gross rating points daily. one rating point equals 1% of a particular market's population
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Term
| global positioning systems [GPS] |
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new satellite-based system whereby outdoor advertising companies give their customers the exact latitude and longitude of particular boards. media buyers, equipped with sophisticated new software on their desktop computers, can then integrte this information with demographic market characteristics and traffic counts to determine the best locations for their boards without ever leaving the office.
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an out-of-home 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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