"A discounted media rate, based on volume or frequency of media placement."

This is the number of advertising exposures deemed necessary in your marketing plan objectives to generate the required response from your target market.

This is the reach deemed necessary in your marketing plan objectives to generate the required response from your target market.

"A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers."

Outdoor signs or billboards composed largely of lighting or other electrical components.

"Shall mean any sign which has characters, letters, figures, design, faces, backgrounds, or outline illuminated by incandescent or fluorescent lams or luminous tubes"

"A unit of type measurement, based on the ""M"" character."

"The person who actually uses a product, whether or not they are the one who purchased the product."

A direct mail advertisement included with another mailed message (such as a bill).

"A Federal Communications Commission requirement that when a broadcaster allows a political candidate broadcast a message, opposing candidates must be offered equal broadcast time."

"Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it."

The area of design made as a cut-out that extends beyond the basic rectangular space of an advertising structure. Added costs are normal practice for the use of extensions but are typically worth the added expense as they make your ad stand out.

"A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements."