"A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14"" high by 12"" wide."

A method used in advertising and packaging recall tests. Used to measure a viewer's recognition and perception of various elements within an ad by using the different lighting and exposure techniques of a Tachistoscope - a device that projects an image at a fraction of a second.

"A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign."

a consumer group selected to be reached by an advertiser.

A specified audience or demographic group for which an advertising message is designed

"A group of individuals whom collectively, are intended recipients of an advertiser's message."

"advertising structures that are part of taxicabs, on The roof, rear or window."

A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion. Also used to check color reproduction of advertisements.

An advertising campaign aimed at arousing interest and curiosity for a product.

"The use of the telephone as a medium to sell, promote, or solicit goods and services."

"A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad."

"A rough, simple, often small sketch used to show the basic layout of an ad."

A technique used in broadcast production to delete time from television commercials.

This is the number of individual prospects exposed to at least one of your advertising messages. You can arrive at your Total Reach by dividing your Gross Rating Points by your Average Frequency.

A type of research study that follows the same group of subjects over an extended period of time.

Advertising designed to increase sales specifically for retailers and wholesalers.

"People, characters, and animals that are used in advertising and are identified with the products, e.g. Jolly Green Giant and Tony the Tiger."

The name under which a company operates.

Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.

"Icon, symbol, or brand name used to identify a specific manufacturer, product, or service."

A promotional tactic using direct mail. Designed to draw consumers to the mailer's location.

The number of vehicles that pass an out-of-home unit each day. used to calculate DEC.

"out-of-home media typically found on The outside or inside of Public transportation vehicles or stations such as buses, subways, and trains."

Advertising that appears on public transportation or on waiting areas and bus stops.

structures for people to wait for Public trnasportation at. out-of-home companies often create advertising Space on them for traffic and pedestrians.

"A positive, color photographic image on clear film."

Ink used in four color printing process that allows for colors underneath the ink to show through.

To combine different layers of colors in order to create various colors in the four color printing process.

A size of a magazine or newspaper page after trimming.

"Advertising display usually the size of a tradional billboard that uses moving panels to rotate its surface. This shows three different ad messages in predetermined order and for set amounts of time each, usually 6 or 7 seconds."

The rate of audience change for a specific program during a specific amount of time.

Refers to the complete alphabet for a specific typeface.

A designed alphabet with consistent characteristics and attributes.

The designated setting of type for printing purposes.