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Advertising Chapter 8
Moriarty Mitchell Wells
53
Advertising
Undergraduate 4
03/29/2011

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Term
bleed page
Definition
A full-page ad with no outside margins—the color extends to the edge of the page.
Term
broadsheet
Definition
A newspaper with a page size eight columns wide and 22 inches deep
Term
circulation
Definition
The number of copies sold.
Term
classified ads
Definition
Commercial messages arranged in the newspaper according to the interests of readers.
Term
consumer magazines
Definition
A publication oriented to a general (non-business) audience.
Term
controlled circulation
Definition
Publications that are distributed, usually free, to selected individuals.
Term
co-op advertising
Definition
Also called cooperative advertising; an arrangement between a retailer and manufacturer in which the manufacturer reimburses the retailer for all or part of the retailer’s advertising costs.
Term
cross media
Definition
An advertising plan that uses several different forms of media, such as TV, print, radio, and online.
Term
cutouts
Definition
Irregularly shaped extensions added to the top, bottom, or sides of standard outdoor boards.
Term
display advertising
Definition
Sponsored messages that can be of any size and location within the newspaper, except the editorial page.
Term
double-page spread
Definition
An advertisement that crosses two facing pages in a magazine.
Term
engagement
Definition
Advertisement that gets and holds the attention of its audience.
Term
extensions
Definition
Embellishments to painted billboards that expand the scale and break away from the standard rectangle limitations.
Term
free-standing insert
Definition
Preprinted advertisement placed loosely in the newspaper.
Term
frequency
Definition
The number of times an audience has an opportunity to be exposed to a media vehicle or vehicles in a specified time span.
Term
gatefold
Definition
Four or more connected pages that fold in on themselves.
Term
gross impressions
Definition
The sum of the audiences of all the media vehicles used within a designated time span.
Term
guaranteed circulation
Definition
Publications such as magazines guarantee to their advertisers that a certain number of copies will be sold or distributed to subscribers.
Term
gutter
Definition
The white space, or inside margins, where two facing magazine pages join.
Term
horizontal publication
Definition
Publications directed at people who hold similar jobs.
Term
impressions
Definition
In media planning, one person’s opportunity to be exposed to an advertising message.
Term
kiosks
Definition
Multisided bulletin board structures designed for public posting of messages.
Term
media buyer
Definition
Specialists who implement the media plan by contracting with various media for placement of an advertisement.
Term
media mix
Definition
Selecting the best combination of media vehicles, nontraditional media, and marketing communication tools to reach the targeted stakeholder audiences.
Term
media plan
Definition
A decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives.
Term
media planning
Definition
The way advertisers identify and select media options based on research into the audience profiles of various media.
Term
media reps (brokers)
Definition
Media salespeople who sell media time and space for a variety of media outlets.
Term
media researchers
Definition
The specialists who gather information about media audiences and performance.
Term
media vehicle
Definition
A single program, magazine, or radio station.
Term
multichannel
Definition
An advertising plan that uses several different forms of media, such as TV, print, radio, and online.
Term
outdoor advertising
Definition
Advertising on billboards along streets and highways.
Term
out-of-home advertising (OOH)
Definition
All advertising that is displayed outside the home, from billboards, to blimps, to in-store aisle displays.
Term
painted bulletins (outdoor)
Definition
A type of advertisement that is normally created on-site and is not restricted to billboards as the attachment.
Term
preferred-posititon rate
Definition
Charges by media for space or time that are in high demand because they have a special appeal to the target audience.
Term
printed posters (outdoor)
Definition
A type of advertisement that is created by designers, printed, and shipped to an outdoor advertising company who prepastes and applies it in sections to the poster panel’s face on location.
Term
rate card
Definition
A list of the charges for advertising space.
Term
reach
Definition
The percentage of different homes or people exposed to a media vehicle or vehicles at least once during a specific period of time. It is the percentage of unduplicated audience.
Term
run-of-paper rate
Definition
In newspaper advertising, a rate based on a locaton that is at the discretion of the publisher.
Term
sales kits
Definition
Packets of information used by media representatives and other types of sales personnel.
Term
showings
Definition
The percentage of the market population exposed to an outdoor board during a specific time.
Term
standard advertising unit (SAU)
Definition
A standardized system of advertising sizes in newspapers.
Term
standard advertising unit (SAU)
Definition
A standardized system of advertising sizes in newspapers.
Term
supplements
Definition
Syndicated or local full-color advertising inserts that appear in newspapers throughout the week.
Term
supplements
Definition
Syndicated or local full-color advertising inserts that appear in newspapers throughout the week.
Term
tabloid
Definition
A newspaper with a page size five to six columns wide and 14 inches deep.
Term
touch point
Definition
The contact points where customers interact with the brand and receive brand messages.
Term
touch point
Definition
The contact points where customers interact with the brand and receive brand messages.
Term
vertical publication
Definition
Publications targeted at people working in the same industry.
Term
word-of-mouth
Definition
Free advertising that comes from people talking about a product.
Term
word-of-mouth
Definition
Free advertising that comes from people talking about a product.
Term
Yellow pages
Definition
A form of directory advertising that lists the names of people or companies, their phone numbers, and addresses.
Term
zines
Definition
Magazines or newsletters that are only available online.
Term
zines
Definition
Magazines or newsletters that are only available online.
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