(1) A combination of programs or commercials offered by a network that is available for purchase by advertisers either singly or as a discounted package deal. (2) A merchandise enclosure or container.

"Same as In-pack premium, above."

Separate advertising material included in merchandise packages that advertises goods or services; also referred to as Package Stuffer.

"A freestanding steel or wooden structure, approximately 50' wide by 15' high, with molding around the outer edges similar to a poster panel, and including a hand painted copy message. Bulletins are generally found near highways or roofs of buildings in high traffic areas."

"This includes regular and illuminated types of outdoor advertising. A regular panel is only seen during the daytime, while an illuminated panel is seen also from dusk until dawn."

"A system that precisely characterizes a color, so that a color can be matched, even by different printers. By knowing the Pantone color specifications, a printer does not even need to see a sample of the color in order to match it."

"Product categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category."

Announcements made inside the context of a program as opposed to those shown during station breaks. (2) An announcement or amount of broadcasting time which is shared by several advertisers.

A reader which becomes familiar with a publication without the purchase of a publication. These readers are taken into account when calculating the total number of readers of a publication.

A camera-ready layout of illustrative and type material which is configured in the proper position on paperboard and is used for reproductive purposes.

Approach to advertising budgeting in which the dollars spent to advertise are represented as an investment toward sales and profits.

An agreement between a media representative and an advertiser in which all advertising fees are paid based on a percentage of all money received from an advertiser's sales or inquires.

A functional or psychosocial risk a consumer feels he/she is taking when purchasing a product.

"Method of determining the advertising budget based on an analysis of past sales, as well as a forecast for future sales."

"Sales made through a medium of face-to-face communication, personal correspondence, or personal telephone conversation, etc."

To add a name or other personal information about the recipient on direct mail advertising.

A percentage of all persons in a certain viewing area that are viewing television during a specific amount of time. Used by A.C. Nielson.

"Same meaning as above, except this term is used by Arbitron."

"The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion."

"An illustration showing the exterior of an object as if it were transparent, while revealing interior detailing."

A process of creating animation through the use of still photographs.

"A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or client."

"A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also referred to as Cold type."

(1) The process of making letterpress printing plates by photochemical means. (2) A picture printed from a plate made by this process.

A process which converts original art material into printing plates that are required to print ads.

A type of high contrast photographic negative or positive in the form of paper. Also referred to as Stat.

"(1) A unit of measurement for type specification and printing which measures width; 6 picas to one inch. (2) A size of type, 12 points."

"An ad layout in which the picture is placed at the top of the page, and the copy is placed below."

(1) A direct mail offer that is included free with another offer. (2) Two commercials which are shown back-to-back by the same sponsor.

An individual or company which owns poster panels and/or painted display structures

An individual or a company which operates and maintains poster panels and/or painted display structures

"(1) A small unit of measurement for type, equal to 1/72 of an inch. (2) A small unit for measuring the thickness of paper, equaling 0.001 inch."

"Advertising display material located at the retail store, usually placed in an area where payment is made, such as a check-out counter."

"A photographic image which appears as the original image, as opposed to a negative which reverses the black and white."

An outdoor billboard in which advertising is displayed on printed paper sheets rather than being painted. The most widely used form of outdoor advertising; standard size approximately 25' x 12' with the image printed on sections of 24 to 30 sheets.

The standard 24-sheet poster which provides a copy area measuring 8'-8 high by 19'-6 wide. This is the standard unit used in the outdoor advertising field

A small poster which provides a copy area measure 6 - 8 high by 3'-3 wide. Usually located on the outside walls of retail stores.

A poster which provides a copy area measuring 4' - 4 high by 9'-10 wide. Usually located on the outside walls of retail stores.

A poster which provides a copy area measuring 8' high by 7' wide. Usually located in vicinity of retail stores

Testing the effects of an ad after it has appeared in the media.

"A usually discounted rate for commercial time which is sold to an advertiser and is not guaranteed. Time may be sold to another advertiser who is willing to pay more; therefore, the advertiser buying this rate gambles to save money on the spot."

"A position in a printed publication that is thought to attract most reader attention and is sold at a higher rate; for example, the back cover of a magazine."

"An item, other than the product itself, which is offered free or at a nominal price as an incentive to purchase the advertised product or service."

"A reproduction of an advertisement which is viewed before actual publication and is created by an advertiser for special purposes, e.g., to serve as retail displays or to gain support from retailers."

Testing an advertisement or an audience sample prior to placing the ad in the media.

"Advertising designed for the generic product category, as opposed to selective demand advertising."

"The broadcast periods viewed or listened to by the greatest number of persons and for which a station charges the most for air time. In television, the hours are usually 8:00 p.m. to 11:00 p.m. E.S.T. (7:00 p.m. to 10:00 p.m. C.S.T.)."

"Product brand owned by a retailer, wholesaler, dealer, or merchant, as opposed to a manufacturer or producer, and bearing it's own company name or another name it owns exclusively. Also referred to as Private label."

Barters of merchandise given as prizes on television or radio shows in return for mentions of the brand names of the merchandise donated.

Developing unique product differences with the intent to influence demand.

"A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline."

"The five stages of a product's life include:

Introduction, during which costs typically exceed revenue

Growth, during which sales rapidly increase

Assigning specific products or brands to be managed by single managers within an advertising agency.

The consumer perception of a product or service as compared to it's competition.

Process of physically preparing the advertising idea into a print or broadcast advertisement.

"A method of identifying consumers by the amount of product usage, usually categorized demographically or psychographically."

"Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers."

Percentage of a sample group of people tuned in to a particular program at a particular time.

Set of proofs made during the four-color printing process which shows each color plate separately and in combination. Also referred to as Color proofs.

"All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc."

"Using several different types of communication to support marketing goals which include Advertising (see above), Personal selling (see above), Publicity (see above), and Sales promotions (see below)."

"A product imprinted with, or otherwise carrying, a logo or promotional message. Also called an Advertising Specialty."

"An impression on paper of type, an engraving or the like, for the purpose of checking the correctness and quality of the material to be printed."

A term that describes consumers or audience members on the basis of psychological characteristics initially determined by standardized tests.

The separation of consumers into psychological characteristic categories on the basis of standardized tests.

"Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea."

Advertising by a corporation that focuses on public interest but maintains a relationship to the corporation's products or agencies.

"Advertising with a central focus on public welfare, and is generally sponsored by a non-profit institution, civic group, religious organization, trade association, or political group."

"A type of public relations in the form of a news item or story which conveys information about a product, service, or idea in the media."

A legal exaggeration of praise lavished on a product that stops just short of deception.

"The use of advertising in regular intervals, as opposed to seasonal patterns."

A method of advertising research in which a study is conducted on the relationship between a viewer's pupil dilation and the interest factor of visual stimuli.