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| Advertising used to promote a position on a political, controversial or other social issue. |
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| Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc. |
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| An artist's technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a model's skin. |
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| (1) An outdoor sign or poster; (2) Sponsor identification at the beginning or end of a television show. |
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| Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page. |
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| An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement, campaign, or claim. |
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| A measure of a media vehicle's reach, within a specific geographic area. |
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| The ability to keep an audience throughout a broadcast, rather than having them change channels. It is represented as a percent of the total audience. |
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| An in-store product display situated away from competing products, typically in the middle or at the end of an aisle. |
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| A mixture of products or brands on a single display, such as a clearance table. |
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| The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company. |
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| A measurement of the percentage of U.S. television households tuned to a network program for a minute of its telecast. |
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| To add a name or other personal information about the recipient on direct mail advertising. |
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| A direct-mail piece in which no envelope or wrapper is required for mailing. |
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| Refers to a time during the months of November, March, and May, when both Nielson and Arbitron survey all local market broadcast media for the purpose of rating the stations and their programming. |
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| A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14" high by 12" wide. |
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| A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad. |
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| Unique selling proposition |
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| The unique product benefit that the competition can not claim. |
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| Values and lifestyles (VALS) research |
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| A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics. |
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| A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene. |
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