Glossary
Advertisement
or
Ad
A
public
notice
in
any
medium
(television,
radio,
print,
out-of-home).
Advertising
Delivery
of
a
persuasive
message
about
a
product,
service,
or
idea
to
a
large
group
of
people
at
a
single
time
through
the
use
of
mass
media.
American
Federation
of
Television
and
Radio
Artists
(AFTRA)
A
union
representing
radio
talent
as
well
as
on-camera
and
off-camera
television
talent.
Arbitron
A
broadcast
rating
service
for
television
and
radio
that
uses
both
a
viewer
diary
method
and
an
electronic
recording
and
tabulating
system
to
measure
audience
size
and
characteristics.
Audience
Segmentation
The
process
of
dividing
up
or
grouping
a
target
audience
based
on
common
characteristics
related
to
behaviors
or
predictors
of
behavior,
such
as
geographic
region,
demographics,
psychographics,
and
product
usage.
Audience
segmentation
helps
to
target
media
messages
and
key
strategies.
Audit
Bureau
of
Circulation
A
company
that
collects
circulation
information
and
issues
reports
on
circulation
levels
for
various
publications.
Beta
(also
called
Beta
SP)
Videotape
The
videotape
format
most
widely
used
for
television
broadcast
and
high
quality
video
production.
Digibeta
is
a
newer
digital
form
of
Beta
tape
that
is
increasingly
being
used.
Billboard
A
common
name
for
outdoor
signs
located
along
streets
and
highways
in
either
paper
or
vinyl.
Bleed
Printing
to
the
edge
of
the
page,
leaving
no
margin.
Body
Copy
The
text
within
a
print
advertisement
that
helps
qualify
or
further
explains
the
headlines
or
subheadlines.
Bonus
Weight
Time
Extra
commercial
time
that
stations
provide
free
of
charge.
Stations
sometimes
grant
this
time
to
new
advertisers,
public
service/nonprofit
organizations,
or
advertisers
purchasing
large
media
buys.
The
bonus
time
may
be
either
during
the
same
day
part
as
the
purchased
time
or
may
be
fit
in
where
time
is
available.
Broadcast
Media
Television
or
Radio.
Bus
King
A
type
of
outdoor
transit
advertising
designed
for
the
outside
of
buses.
Bus
Shelter
A
type
of
transit
advertising
designed
for
the
shelters
at
bus
stops.
Can
also
be
used
inside
or
outside
train
stations.
Camera
Ready
An
ad,
art,
copy
text
or
graphic
ready
for
inclusion
in
publications.
Campaign
An
advertising
effort
on
behalf
of
a
particular
product,
service,
or
issue
that
lasts
for
a
specified
period
of
time;
is
intended
to
generate
specific
outcomes
or
effects;
and
targets
a
relatively
large
number
of
people.
A
single
campaign
generally
is
based
around
a
common
theme
and
target
audience,
and
often
includes
ads
in
several
media
types.
In
addition
to
referring
to
the
advertising
effort,
campaign
can
also
refer
to
the
set
of
materials
used.
Circulation
For
publications,
the
total
number
of
copies
that
are
distributed,
usually
a
total
of
subscriptions
plus
single
copies
sold.
City
Zone
The
portion
of
a
newspaper’s
coverage
area
that
includes
the
corporate
city
plus
adjacent
areas
that
have
the
characteristics
of
the
city.
Column
Inch
A
unit
of
publication
space
1
column
wide
and
1
inch
long.
Commercial
A
short
advertisement,
message,
or
announcement
recorded
in
an
audio
or
audio/visual
format,
three
minutes
or
less
in
length,
intended
for
television
or
radio
use,
which
may
be
either
a
public
service
announcement,
a
paid
advertisement,
or
both.
Copy
Any
text
to
be
included
in
an
advertisement.
Copyright
A
legal
term
referring
to
protection
granted
an
individual
or
organization
against
the
use
of
an
original
work
without
expressed
consent.
Cost
Per
Thousand
(CPM)
A
cost-efficiency
measure
that
indicates
the
cost
of
reaching
1,000
readers,
viewers,
or
listeners
through
an
advertisement.
Counter-Advertising
Any
efforts
or
campaigns
aimed
at
countering
the
advertising
by
the
tobacco
industry
and
other
pro-tobacco
influences.
Counter-advertising
seeks
to
replace
these
pro-tobacco
messages
and
influences
with
persuasive,
pro-health,
anti-tobacco
messages.
This
can
take
many
forms
including
television,
radio,
print,
billboard,
theater,
and
other
out-of-home
advertising.
Counter-Marketing
Refers
to
marketing
and
communications
efforts
aimed
at
countering
the
marketing
efforts
(including
but
not
limited
to
advertising)
of
the
tobacco
industry
and
other
pro-tobacco
influences.
Counter-marketing
can
include
such
efforts
as
media
advocacy,
media
relations,
in-school
curriculum
programs,
and
sponsorships
and
promotions,
as
well
as
paid
counter-advertising.
Coverage
The
percentage
of
households
or
individuals
in
a
designated
area
that
have
access
to
a
specific
advertising
medium.
Dailies
Newspapers
that
are
published
every
day
of
the
week.
Daily
Effective
Circulation
(DEC)
The
total
number
of
people,
regardless
of
duplication
or
their
participation
in
your
target,
exposed
to
an
out-of-home
advertising
message
in
1
day.
Dayparts
The
different
segments
of
the
broadcast
day
(e.g.,
daytime,
primetime,
and
early
fringe.
Daytime
The
TV
daypart
that
generally
begins
at
9
a.m.
and
ends
at
5
p.m.
Description
A
brief
synopsis
of
the
advertisement.
Digibeta
Videotape
Beta
(also
called
Beta
SP)
is
the
videotape
format
most
widely
used
for
television
broadcast
and
high
quality
video
production.
Digibeta
is
a
newer
digital
form
of
Beta
tape
that
is
increasingly
being
used.
Display
Advertising
Print
advertising
that
usually
includes
illustrations,
typography,
colors,
and
design
to
attract
attention,
in
contrast
to
classified
advertising
which
usually
consists
only
of
text.
Drive
Time
The
peak
period
for
radio
listenership.
Drive
time
is
normally
between
6
a.m.
and
10
a.m.
and
3
p.m.
and
7
p.m.,
when
people
are
driving
to
and
from
work.
Early
Fringe
The
daypart
between
daytime
and
primetime,
generally
5:00-7:00
p.m.
EST.
Ethnicity
The
specific
ethnic
or
racial
group
that
the
advertiser
is
attempting
to
reach
and
influence
or
the
ethnic
or
racial
identify
of
an
actor
or
model
in
an
advertisement.
Execution
A
specific
advertisement.
(Note:
there
may
be
several
different
executions
with
the
same
advertising
strategy.)
Execution
Style
Tone
of
the
advertisement
(e.g.,
humorous,
serious,
etc.).
Flat
Rate
A
uniform
charge
for
advertising
space
or
time,
with
no
discounts
for
volume
or
frequency.
Flight
A
period
of
time
during
which
a
concentration
of
radio
or
television
commercials
are
aired.
Font
A
complete
assortment
of
type
characters
of
one
style
(e.g.,
Times
New
Roman).
Frequency
The
average
number
of
times
an
audience
is
exposed
to
a
specific
advertising
message
over
a
period
of
time,
typically
four
weeks.
Goal
The
overall
improvement
the
program
will
strive
to
create.
Gross
Ratings
Points
(GRPs)
An
estimate
of
the
percentage
of
individuals
or
households
that
will
be
exposed
to
a
television
or
radio
commercial.
Guaranteed
Circulation
A
minimum
circulation
level
guaranteed
by
print
publications.
Half
Run
Placement
of
a
transit
advertisement
in
every
other
car
of
the
transit
system.
Also
referred
to
as
a
half
showing.
Holding
Fees
In
paid
broadcast
and
cable
television
advertising,
fees
paid
to
retain
principal
performers
in
commercials.
These
are
paid
in
13-week
cycles,
regardless
of
whether
the
commercials
are
actually
aired.
There
are
no
holding
fees
for
radio.
Insertion
Date
The
date
a
print
advertisement
will
appear
in
a
publication.
Insertion
Order
In
print
advertising,
a
space
reservation
that
indicates
the
insertion
date,
position,
and
size
of
the
print
advertisement.
ISCI
(Industry
Standard
Coding
Identification)
The
standard
codes
used
to
identify
radio
and
television
ads.
Key
Message
The
main
idea
the
advertisement
is
intended
to
convey.
Keyline
In
artwork,
an
outline
drawing
of
finished
art
to
indicate
the
exact
shape,
position,
and
size
for
such
elements
as
half-tones,
line
sketches
etc.
Kill
Date
The
expiration
date
of
advertising
materials.
Kill
dates
notify
media
outlets
that
an
advertisement
should
not
be
broadcast
or
placed
after
that
date.
Language(s)
Identifies
the
language(s)
in
which
an
ad
is
available.
Late
Fringe
A
TV
daypart
that
follows
primetime,
usually
from
11:30
p.m.
to
1:30
a.m.
EST
(or
later).
Lead
Time
The
time
period
between
when
an
ad
is
required
to
be
submitted
to
the
media
outlet
and
when
it
actually
runs.
Length
For
television
or
radio,
the
duration
of
the
spot,
measured
in
seconds,
not
including
the
tagging.
Live
Announcer
Spots
A
type
of
radio
advertising
in
which
the
sponsor
supplies
a
script
to
be
read
live
on
the
air
by
the
station
announcer
or
radio
personality.
Live
Announcer
Tag
A
disc
jockey
or
announcer
from
the
radio
station
comes
"on
the
air"
and
reads
your
tag,
live,
after
the
produced
spot
has
played.
Makegood
Substitute
airtime
that
is
given
to
the
advertiser
free
of
charge
to
make
up
for
a
commercial
that
did
not
air
during
a
daypart
that
the
advertiser
had
bought.
Materials
Close
The
deadline
for
a
publication
to
receive
print
advertising
materials,
such
as
camera-ready
art.
Mechanical
A
term
for
a
camera-ready
paste-up
of
artwork.
It
includes
type,
photos,
line
art,
etc.,
all
on
one
piece
of
artboard.
Media
Campaign
See
Campaign.
Media
Plan
or
Media
Buy
Plan
A
part
of
the
communications
plan
that
details
how
various
media
will
be
employed.
Identifies
the
specific
schedule
of
paid
placements
that
have
been
negotiated
for
an
ad
or
collection
of
ads,
including
the
times
and
programs
during
which
television
and
radio
ads
will
run,
the
locations
and
sizes
of
billboards
that
will
be
placed,
the
publications
and
placement
within
those
publications
in
which
print
ads
will
run,
etc.
The
media
plan
also
contains
a
summary
of
expected
target
audience
reach
and
frequency.
Media
Strategy
A
part
of
the
marketing
plan
that
specifies
how
media
will
be
used
to
accomplish
marketing
objectives.
Media
Type
or
Medium
Format
of
the
advertisement
(e.g.,
radio,
television,
print,
or
out-of-home).
Also
referred
to
as
media
vehicle,
media
channel,
or
media
outlet.
Music
Composer
or
performer
of
the
music
heard
in
the
advertisement.
Network
In
broadcasting,
a
group
of
stations
affiliated
by
contract
and
usually
interconnected
for
the
simultaneous
broadcasting
of
programs
(e.g.,
ABC,
CBS).
Nielsen,
A.C.
A
media
research
company
that
surveys
the
viewing
levels
of
all
TV
stations
in
all
markets
in
the
United
States
and
issues
reports
at
least
four
times
a
year
for
each
market.
Objective
A
quantifiable
statement
of
a
desired
program
achievement
necessary
to
reach
a
program
goal.
Open
Rate
In
print
advertising,
the
highest
rate
from
which
all
discounts
are
computed.
Optimal
Placement
A
recommendation
on
where
or
when
an
ad
should
be
placed
Recommendations
are
based
on
an
ad’s
target
audience,
key
message,
etc.
and
the
audience
that
is
reached
by
the
recommended
TV
show,
billboard
location,
etc.
Outdoor
Advertising
Signs
or
billboards
placed
along
streets
and
highways,
in
both
painted
and
poster
formats.
Out-of-Home
Primarily
print
advertising
seen
outside
of
the
home
such
as
those
on
billboards,
taxis,
bus
shelters,
and
the
sides
of
city
buses,
as
well
as
in
transit
stations,
airports,
and
malls.
Paid
Advertising
or
Paid
Media
Ads
that
you
pay
to
place
in
any
medium.
Because
they
are
paid,
the
advertiser
controls
the
placement
and
content
of
messages,
making
them
very
useful
in
targeting
specific
audience
segments.
Pass-along
Readers
Readers
of
a
publication
who
are
not
primary
readers
that
originally
purchased
the
publication.
Penetration
The
extent
to
which
a
newspaper
advertisement
reaches
a
particular
audience.
Usually
expressed
as
a
percentage
of
the
total
audience.
Photoboard
A
sheet
containing
a
number
of
frames
and
the
script
from
a
television
commercial.
Pica
A
unit
of
measurement
for
type
and
printed
materials.
Six
picas
equal
1
inch.
Point
A
unit
of
measurement
for
type
and
printed
materials.
Twelve
points
equal
1
pica.
Positioning
The
part
of
the
page,
page
number,
and
section
where
an
advertisement
appears.
Post-buy
Report
A
report
provided
by
broadcast
stations
to
advertisers
that
identifies
the
exact
times,
dates,
programs,
and
estimated
dollar
value
of
the
airtime
in
which
the
advertiser’s
commercials
were
broadcast.
Postings
The
physical
application
of
printed
sheets
to
billboards.
Preferred
Position
An
advertising
position
within
a
publication
or
within
a
block
of
television
ads
for
which
the
advertiser
must
pay
a
premium
price.
Primary
Readers
Readers
who
purchased
a
magazine
or
who
are
members
of
a
household
in
which
the
publication
was
purchased.
Primetime
A
continuous
period
of
time
not
less
than
3
hours
per
broadcast
day
as
designated
by
the
station.
Usually
8-11
p.m.
EST,
7-10
p.m.
CST,
and
8-11
p.m.
PST.
Produced
(recorded)
Tag
A
tag
that
is
recorded
in
a
studio
and
added
to
the
end
of
a
spot.
(Note:
if
you
plan
to
use
this
type
of
tagging,
you
will
be
responsible
for
producing
the
tag
and
providing
it
to
the
MCRC.)
Produced
By
Ad
agency
or
organization
that
produced
the
advertisement.
Production
Date
Date
that
the
ad
was
created.
Produced
For
Health
or
tobacco
control
organization
that
paid
for
or
arranged
for
production
of
the
ad.
Produced
Radio
Spot
Radio
advertisement
that
has
been
prerecorded.
Programming
Noncommercial
entertainment,
sports,
and
informational
broadcast
programs.
Proof
A
copy
of
an
advertisement
as
it
will
appear
once
produced
or
printed.
Public
Service
Announcement
(PSA)
Any
advertising
intended
for
the
public
good
that
is
placed
free
of
charge.
Usually
refers
to
commercials
intended
for
nonpaid
placement
on
television
or
radio,
in
accordance
with
the
Public
Service
Announcement/Government
Agency
Messages
waiver
provisions
of
the
Screen
Actors
Guild
(SAG)
and
the
American
Federation
of
Television
and
Radio
Artists
(AFTRA)
Commercials
contract.
Also
used
informally
for
nonpaid
placement
on
print
and
out-of-home
vehicles.
Publisher’s
Statement
The
statement
of
a
publication’s
circulation;
reports
are
issued
by
the
Audit
Bureau
of
Circulation
twice
a
year.
Rate
Card
A
card
issued
by
an
advertising
medium
listing
its
rates,
requirements,
and
information
needed
from
the
advertiser.
Rating
A
rating
indicates
the
estimated
percentage
of
population
that
has
the
opportunity
to
be
exposed
to
the
advertising
message.
Reach
The
number
of
people
or
households
that
will
be
exposed
to
a
specific
advertising
message
over
a
period
of
time,
typically
four
weeks.
Reactions
Information
on
users’
experience
with
the
ad.
This
may
include
information
such
as
amount
of
airplay,
calls
generated,
or
anecdotal
information
on
public
response
to
the
ad.
Readers
per
Copy
(RPC)
The
number
of
individuals
who
read
a
given
copy
of
a
publication.
Readership
A
print
publication’s
circulation
multiplied
by
its
pass-along
audience,
normally
expressed
in
"readers
per
copy."
Recall
The
extent
to
which
the
target
audience
remembers
seeing
or
hearing
a
message
or
advertisement.
Recall
is
one
determinant
of
the
effectiveness
of
an
advertising
campaign.
Retouching
Correcting
or
improving
photographs
or
other
artwork.
Run
of
Paper
(ROP)
Any
location
in
a
publication,
in
contrast
to
preferred
position.
Saturation
Campaign
A
media
pattern
of
intense
frequency
over
a
relatively
short
period
of
time.
Implies
simultaneous
achievement
of
wide
reach
and
frequency
designed
to
achieve
maximum
impact,
coverage,
or
both.
Screen
Actors
Guild
(SAG)
The
union
representing
on-camera
and
off-camera
actors.
Script
The
written
text
of
a
television
or
radio
advertisement,
often
including
character
dialog,
audio/visual
effects,
and
stage
directions.
Secondary
Target
Audience
Groups
that
have
some
influence
or
control
over
the
primary
target
audience.
For
example,
if
youth
age
12-17
is
the
primary
target
audience,
a
secondary
target
audience
might
be
teachers,
coaches
or
parents.
Secondary
target
audiences
can
also
be
groups
that
are
specific
sub-categories
within
the
primary
target
audience
that
need
their
own
communication
strategies,
messages,
and
media
vehicles.
For
example,
if
youth
age
12-17
is
the
primary
target
audience,
Hispanic
youth
could
be
a
secondary
target
audience.
Self
Mailer
A
direct
mail
piece
that
can
be
mailed
without
a
wrapper
or
envelope.
Series
A
group
of
related
ads
that
were
produced
to
convey
a
specific
message
and
are
part
of
the
same
campaign.
Showing
A
measurement
of
audience
exposure
to
out-of-home
advertising.
A
showing
is
the
daily
total
of
the
advertisement’s
reach
times
the
frequency
of
audience
exposure
to
it.
Sniping
Tagging
of
out-of-home
advertising.
Usually
consists
of
a
sticker
with
the
sponsoring
organization’s
tag
and
is
placed
directly
on
the
ad,
sometimes
to
cover
up
an
existing
tag.
Space
Close
The
deadline
for
ordering
advertising
space
in
publications.
Spot
An
ad:
a
public
notice
published
in
the
press
or
broadcast
over
the
air.
Spread
Two
facing
pages
in
a
publication.
Also
called
a
double
truck.
Station
Break
Designated
time
between
network
programs
or
within
programs
set
aside
for
local
station
identification.
Storyboard
A
panel
or
series
of
panels
on
which
a
set
of
sketches
or
pictures
is
arranged
depicting
consecutively
the
important
changes
of
scene
and
action
in
a
series
of
shots
for
a
television
commercial.
Often
accompanied
by
the
script.
Strategy
The
communication
plan
used
to
develop
the
ad.
Super
(Superimposed
words)
A
visual
text
tag,
usually
in
the
final
frames
of
the
commercial.
Supplement
A
special
newspaper
feature
section
usually
in
magazine
format
and
distributed
in
Sunday
editions.
Also
referred
to
as
Sunday
supplement
or
Sunday
magazine.
Tag
The
sponsor’s
identification,
and
in
some
cases,
contact
information.
Tagging
Lenth
of
time
available
on
a
television
or
radio
ad
for
sponsor
identification/tag.
Talent
Primarily
refers
to
actors
used
in
advertising.
Can
also
refer
to
voice
performers,
musicians,
etc.
Talent
Agency
Group
engaged
in
the
employment
and
payment
of
actors,
voice
performers,
and
musicians
etc.
used
in
advertising.
Target
Audience
or
Primary
Target
Audience
The
specific
group
that
the
advertiser
is
attempting
to
reach
and
influence.
Target
Market
Profile
A
demographic
and
psychographic
description
of
a
target
market.
Target
Rating
Points
(TRPs)
An
estimate
of
the
percentage
of
the
target
audience
that
will
be
exposed
to
a
television
or
radio
commercial.
Tear
Sheets
A
page
containing
an
advertisement
that
is
removed
from
a
publication
and
sent
to
an
advertiser,
allowing
the
advertiser
to
see
how
the
ad
appeared.
Testing/Research
Results
from
focus
groups
and
other
market
research
to
gauge
the
potential
effectiveness
of
a
message,
concept
or
advertisement.
Theme
Subject
or
topic
conveyed
in
an
advertisement.
Threshold
The
frequency
level
required
to
achieve
an
effect.
(Note:
an
ad
may
need
to
achieve
an
average
frequency
of
3
before
it
is
remembered.)
Title
A
descriptive
general
heading
that
identifies
the
advertisement.
Traffic
Instructions
Instructions
the
advertiser
gives
to
stations
regarding
the
proportion
of
airtime
to
be
allotted
each
advertisement.
Transit
Advertising
A
form
of
out-of-home
advertising
that
includes
placement
of
print
ads
on
buses
and
other
vehicles
and
in
train
stations
and
bus
shelters.
Upgrade
When
commercials
air
during
higher
rated
viewing
dayparts
instead
of
during
the
lower
rated
dayparts
as
purchased.
Usage
Limitations
Restrictions
on
the
placement
of
a
commercial
(e.g.,
PSA
use
only).
Use
Fees
In
paid
broadcast
advertising,
the
fees
paid
to
performers
used
in
television
commercials
or
radio
spots.
The
fee
is
based
on
the
number
of
airplays
and
the
number
and
size
of
media
markets
in
which
the
advertisement
will
air.
Use
fees
are
paid
in
addition
to
holding
fees.
Voiceover
A
recorded
tag
that
is
heard
during
the
final
few
seconds
of
a
spot.
We
don’t
recommend
this
type
of
tagging
due
to
cost.
Wave
Identifies
the
edition
of
the
MCRC
Video
Catalog
on
which
an
ad
was
first
cataloged.
Waves
1
and
2
correspond
with
volumes
1
and
2
of
the
Media
Campaign
Resource
Book.
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