Refers to the number of billboards used for an advertisement.

"A premium attached to a product, in or on the packaging."

"Until the mid-1980s, a Federal Communications Commission policy that required broadcasters to provide time for opposing viewpoints any time they broadcast an opinion supporting one side of a controversial issue."

"A brand name that is used for more than one product, i.e., a family of products."

"A method of determining an advertising budget, which is based directly on the number of units sold."

"A space position value factor. Specifically applied to a panel which is visible for less than 40 feet to pedestrian traffic, less than 75 feet to travel moving at less than 30 miles per hour."

A media rate that allows for no discounts.

A media schedule that involves more advertising at certain times and less advertising during other time periods.

Lighting outdoor advertising displays by means of very powerful illumination which is directed on to the display from any convenient location.

"A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer."

"A typeface style, such as Helvetica, Times Roman, etc., in a single size. A single font includes all 26 letters, along with punctuation, numbers, and other characters."

"Stands for Product, Price, Place (i.e., distribution), and Promotion. This is also known as the Marketing Mix, see below."

"A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a full-color print."

"An ad position in a periodic publication (e.g., back cover) to which an advertiser is given a permanent or long-term right of use."

"An advertisement or group of ads inserted - but not bound - in a print publication, on pages that contain only the ads and are separate from any editorial or entertainment matter."

This is the number of exposures your target market has to your marketing message.

"A time period directly preceding and directly following prime time, on television."

"A coupon clearing house. A company that receives coupons and manages their accounting, verification and redemption."

"An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad."

"An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing."