"Marketing activities that stimulate consumer purchasing and dealer effectiveness through a combination of personal selling, advertising, and all supplementary selling activities."

Refers to the effect of advertising on sales.

"A typestyle of lettering with no serifs, or cross strokes at the end of main strokes."

"An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for interpreting documents, invoices, bar-codes, and photos for use in Color separations."

"The process of using realistic sounds to stimulate noise in backgrounds during radio production such as car horns, sirens, recorded laughter, etc."

(1) A printing process in which a squeegee forces paint or ink through a screen which is decorated with stenciled designs onto the paper. (2) The surface onto which an image of a slide or television picture is shown.

"In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays."

"The variation in sales for goods and services throughout the year, depending on the season, e.g. hot chocolate is advertised more in the winter, as opposed to summer months."

"This is a product's predisposed seasonal fluctuations, such as the need for cold medicines in winter, roses on Valentine's Day, sunscreen and swimsuits in summer"

Advertising which promotes a particular manufacturer's brand as opposed to a generic product. See Primary demand.

Allows manufacturers to maintain more control over the way their products are sold and discourages price competition among sellers of the products by distributing their products only to those wholesalers and retailers who follow the manufacturer's guidelines.

A premium offer paid by the consumer whose total cost including handling fees are paid for in the basic sales transaction.

A direct-mail piece in which no envelope or wrapper is required for mailing.

A premium offer that is partially paid by the consumer as well as the manufacturer.

"Refers to theories regarding symbolism and how people glean meaning from words, sounds, and pictures. Sometimes used in researching names for various products and services."

"Short, decorative cross lines or tails at the ends of main strokes in some typefaces, such as Roman lettering."

The percent of television sets that are tuned into a particular broadcast during a specific amount of time.

"The percent of audiences that are tuned into a particular medium at a given time, e.g. the number of people watching television between the hours of 8:00 p.m. to 11:00 p.m."

"A printed advertising message which is hung over the edge of a retail store shelf, e.g. ""On Special,"" or ""Sale item."""

"(1) A musical theme associated with a television program, radio show, or a particular product or service. Also referred to as a Theme song. (2) Single printing sheet which folds into 4, 8, 12, 16, and so on pages to be gathered and bound to form a part of a book, or pamphlet."

"A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and onto the printing surface. Also referred to as Serigraphy."

A syndicated service which provides audience exposure and product usage data for print and broadcast media.

The gathering and evaluation of information to identify the target group and strategic direction of an advertising campaign.

A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction.

Fees paid by a manufacturer to a retailer for the retailer's shelf space.

The technique of using low pressure appeals in advertisements and commercials.

An arrangement of type lines set vertically as closely as possible. Also referred to as solid set.

This is the older term used for Promotional products (see above). It remains a commonly used term by many companies.

Outdoor display which is larger than normal or located in a specific area whereby it is unusually and spectacular to the viewer. Typically long term contracts only.

"A sample promotional product, with the prospective buyer's imprint on it, produced with the hope that the customer will purchase it."

"Two or more different forms of an advertisement which are ran simultaneously in different copies of the same publication, used to test the effectiveness of one advertisement over another to appeal to regional or other specific markets."

Commercial or public service announcements that are placed on television or radio programs.

"The technique of coloring for emphasis some areas of basic black-and-white advertisements, usually with a single color."

"Time slots in geographic broadcast areas, purchased on a market-to-market basis rather than through a network."

a market map with Dots or arrows to show The avaialble locations for a buy.

"Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages."

advertising structures built with each face set on top of The other

A schedule of advertisements in a number of periodicals which have different insertion dates.

A set of uniform advertising procedures developed by the American Newspaper Publishers Association.

Defined by the U.S Department of Commerce to be a classification of businesses in a numeric hierarchy.

"A commercial firm that publishes reference volumes that include up-to-date information on rates, requirements, closing dates, and other information necessary for ad placement in the media."

A research organization (Starch INRA Hooper) that provides an advertisement's rank in issue and Starch scores.

"A result of a method used by Daniel Starch and staff in their studies of advertising readership which include noted, or the percent of readers who viewed the tested ad, associated, or the percent of readers who associated the ad with the advertiser, and read-most, or the percent of readers who read half or more of the copy."

A single image printed repeatedly in a pattern on a single sheet of paper.

"A Latin term meaning ""let it stand,"" which instructs a printer or typesetter to ignore an alteration called for in a proof."

A photographic technique in which inanimate objects appear to move.

"A blueprint for a TV commercial which is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script."

Determination of the steps required to reach an objective of achieving the optimum fit between the organization and the marketplace.

An equally measured statistical sample which represents all the categories into which the population has been divided.

Positioning film negatives or positives of copy and illustrations for the purpose of creating a printing plate for that ad or page. Also referred to as image assembly.

"An advertising message presented below the threshold of consciousness. A visual or auditory message that is allegedly perceived psychologically, but not consciously. Also called Subception."

"A process in TV production where an image, words, or phrases are imposed over another image."

"Non-mass media vehicles that are used to promote products, e.g., Point-of-purchase advertising."

"Companies that sell goods or services to an advertising agency for their use in constructing advertisements, e.g., design studios, color houses, printers, and paper producers."

major streets of city or town that are easily accessable.

"A sample of the material for a promotional product, with the customer's artwork printed on it in the specified colors."

"Refers to a time during the months of November, March, and May, when both Nielson and Arbitron survey all local market broadcast media for the purpose of rating the stations and their programming."

A television or radio program that is distributed in more than one market by an organization other than a network.