"A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots."

"A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product)."

"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."

The percent of a program's audience that watched or listened to the immediately preceding program on the same station. Also called Inherited audience (see below).

"A three-dimensional photograph or illustration, created with an optical process that uses lasers."

A discount on a media purchase resulting from a promise to advertise over an extended period of time.

Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.

A gift to a consumer who sponsors a sales demonstration party or meeting.

"A method of typesetting that uses molten metal to form the letters for a typeface. See Cold type, above."

"An advertising agency owned and operated by an advertiser, which handles the advertiser's account."

"A publication owned and operated by an advertiser, and used to promote the advertiser's products or services."

The number of households in a given market watching television at a certain time. This term is used by A.C. Nielsen.