A sample taken from any given population in which each person maintains equal chances of being selected.

"(1) The amount charged by a communications medium to an advertiser based on per unit of space or time purchased. The rate may vary from national to local campaigns, or may be a fixed rate. (2) To estimate a particular media”s audience size based on a research sample."

"Information cards, provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc."

"(1) In television, one percentage of all TV households who are viewing a particular station at a given time. (2) In radio, one percentage of all listeners who are listening to a particular station at a given time. Both instances vary depending on time of day."

"This is the audience size of the medium expressed as a percentage of the universe (the ""universe"" is the single market or geographic region you are targeting), also referred to as percent coverage. If you use a medium once, then the Rating is the same as its Reach. "

"This is the total number of individual prospects exposed to your message. It is usually stated as a percentage of the target market. It is also referred to as net, cume, or cumulative. "

"(1) The total number of readers of a publication (includes Primary and Pass-along readers). (2) The percentage of people that can recall a particular advertisement, aided or unaided."

"(1) Formal acknowledgment given by a communications medium to an advertising agency to recognize that agency as being bona fide, competent, and ethical; therefore, entitled to discounts. (2) The ability of research subjects to recall a particular ad or campaign when they see or hear it."

"A group of people or organization of which an individual respects, identifies with, or aspires to join, e.g., membership or associative groups."

A premium offered to customers for helping sell a product or service to a friend or acquaintance.

Indicator symbols located in the margins of negatives to be used as guides for perfect registration.

Discounted magazine space which is sold to help fill regional editions of the publication.

The percentage of individuals that renew their print media subscriptions to extend beyond the previous expiration date.

A person who solicits advertising space on behalf of a particular medium.

The average number of times each person is exposed to an advertisment. Also known as frequency.

an additional fee for changing artwork during a given display period.

"A sum paid to a performer on a TV or radio commercial each time it is run, and is usually established by AFTRA (American Federation of Television and Radio Artists) or SAG (Screen Actors Guild) contract."

Refers to the clarity of a television image as received by a set.

"Sales items that are not legally sold in certain geographic areas, or only under special legal restrictions."

Advertising which promotes local merchandisers' goods and services. Also referred to as Local Advertising.

Defined by the Audit Bureau of Circulation as the area beyond an urban area whose residents regularly trade with retail merchants within the urban area.

"To alter photographs, artwork, or film to emphasize or introduce desired features and also to eliminate unwanted ones."

a physical inspection a market to see The billboards and evaluate them after they have been posted.

"A very rough rendition of a proposed commercial, composed of images and sounds borrowed (ripped-off) from other commercials or broadcast materials."

A method of scheduling broadcast commercials to obtain maximum reach by simultaneously showing the identical advertisement on several different stations.

"Written material that accompanies an advertising specialty, providing information about the product and its background."

"A magazine supplement that is printed by a gravure process, and run on a rotary press. This process is useful for large runs of pictorial effects."

The process of using live and animated characters within an advertisement.

"An unfinished layout of an ad which shows only a general conception to be presented for analysis, criticism, and approval."

A preliminary arrangement of film or tape shots that are roughly edited together without voice-over or music to serve purpose in the early stages of editing.

"A newspaper publisher's option to place an ad anywhere in the publication that they choose, as opposed to Preferred position. Also referred to as Run-of paper."

A station's option to place a commercial in any time slot that they choose.

"Rough, unedited prints of a commercial to be used for editing purposes. Also referred to as dallies."

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