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Advertising Terms (663) a la carte services above the line absorbed overhead absorption costing absorption rate accelerator principle acceptance accordion insert account activity account manager account planner account planning accountability accounting rate of return accumulation acetate acid rain activity based costing (ABC) ad copy ad inserts ad norm ad recall ad tip ins ad volume ad-hoc models adjacencies administered marketing system administrative expenses adoption process advance premium advertiser advertising advertising allowance advertising budget advertising effectiveness advertising elasticity advertising page exposure advertising plan advertising research advertising specialty advertising target advertorial advocacy advertising affirmative disclosure agate line agency commission agent aggregate demand aging agreement AIDA aided recall airbrush allocation American Academy of Advertising (AAA) American Association of Advertising Agencies (AAAA) anchor stores and equipment and equipment turnover ansoff matrix answer print appeal appendix applied research apportionment appraisal approvers arbitron area of dominant influence art proof article artwork assessment centers asset asset turnover association advertising Association of National Advertisers (ANA) atmosphere attitude attributable fixed cost attribution theory audience audience duplication audilog audimeter Audit Bureau of Circulations (ABC) availability average audience (AA) average price strategy avoidable costs awareness set baby boom back to back backward invention bait advertising balance of payment balance of trade balance sheet barriers to entry barter basing-point pricing Bayesian decision theory behavioral models belief below-the-line promotions ben day process benchmarking benefit segmentation benefit sought biliography billboard billings black box models bleed blocked currency blow-in card blue line body copy booklet boom Boston classification boutique boycott brand brand development index brand equity brand identity brand loyalty brand manager brand mark brand name breakeven pricing break-even-analysis break-even-chart bridge brief British Standards Institute broadsheet broadside broker budget budget committee budget manual budget period budgetary control budgeting bulldog edition bundle pricing bundling Bureaucracy buried position business business analysis business cycle business life cycle business mission business name business portfolio business process re-engineering business strategy business values business-to-business business-to-business advertising buyer buyer behavior theory buyer decision process buyers buying associations buying center Cable TV advertising CAD Computer aided design CAM Computer aided manufacturing camera-ready art campaign cannibalization capacity capital capital equipment capital items capital market caption car card card rate cartel cash budget cash cows cash discount cash flow statement cash refund offers casual research catalog showroom catalogs category development index cause-related marketing caveat emptor caveat vindictor CD-ROM cease-and-desist order census central planning centralized organization chain break chain stores champion change change agent channel conflict channel level channels of distribution character symbol charismatic leadership charity checklist choice criteria chrome circulation classified advertising claymation clearance client closing date clutter co branding coated stock code of practice cognitive dissonance coincidental survey cold type collateral materials collectibles color proof color separation column inch combination rate commercial advertising committed cost commodity rates common market communication communication model communication process communications strategy planning community advertising company comparative advertising competition-oriented pricing competitive advertising competitive parity comprehensive layout concentrated marketing concentration rations concept testing condition conditioning Conglomerate diversification consensus consent order consequentialism consideration consistency theories constraints constructive dismissal consumer consumer advertising consumer behavior consumer jury test consumer stimulants consumerism container premium continuity continuous advertising continuous tone art controlled circulation cooperative advertising cooperative program copy copy platform copy testing corporate advertising campaign corrective advertising cost efficiency cost per inquiry cost per rating point (CPP) cost per thousand (CPM) Council of Better Business Bureaus (CBBB) counter advertising coverage creative strategy crop crop marks cumes cumulative audience cut cutting dagmar dailies day-after recall test daypart decay constant deceptive advertising demographic segmentation demographics depth interview designated market area (DMA) direct house direct mail direct marketing direct premium direct response directory advertising display advertisement dissolve door-opener double truck drive time dummy duplicated audience earned rate eighty-twenty rule electric spectacular em end-user envelope stuffer equal time exposure eye tracking facings factory pack fairness doctrine family brand Federal Communications Commission (FCC) Federal Trade Commission (FTC) fixed-sum-per-unit method flat rate flighting focus group interview font four-color process franchised position free-standing insert (FSI) fringe time fulfillment house full position full-service agency galley proof galvanometer gatefold generic brand gravure green advertising grid card gross audience gross impressions gross rating points guaranteed circulation gutter halftone hierarchy-of-effects theory holding power holdover audience hologram horizontal discount horizontal publications host/hostess gift hot composition house agency house organ Households using televisions (HUT) ID image advertising imprinted product incentive catalog company independent contractor independent station industrial advertising infomercial inherited audience in-pack premium inquiries insert insertion insertion order institutional advertising intaglio integrated marketing communication (IMC) intensive distribution international advertising island display island position jingle jumble display keeper kerning Lanham Act layout leading leave-behind letterpress lifestyle segmentation linage line conversion list broker lithography local advertising local rate logo logotype loss leader lottery loyalty index macro marketing mail-in premium mail-order advertising make good marginal analysis market profile market segmentation market share marketing firm marketing index marketing research master tape materiality mattle shot mechanical paste up media buying service media concentration theory media dominance theory media plan media strategy medium merchandising the advertising micro marketing milline rate motivation research narrow casting Nation brand National advertising National Advertising Division (NAD) National Advertising Review Board (NARB) National Association of Broadcasters (NAB) near-pack premium negative net cost net unduplicated audience network network option time newsprint Nielsen rating noncommercial advertising O and O Station off card offset lithography on-air tests open end opticals outdoor advertising out-of-home advertising overlay overrun package package enclosure package insert painted bulletin panels Pantone Matching System (PMS) parity products participation pass-along readers paste-up payout planning per inquiry perceived risk percent-of-sales method personal selling personalize persons using television (PUT) persons viewing television (PVT) persuasion process phantom photoanimation photoboards photocomposition photoengraving photoplatemaking photostat pica picture window piggyback point point-of-purchase displays (POP) positive poster panel posttesting preemptible rate preferred postition premium preprint pretesting primary demand advertising prime time private brand prize product differentiation product lifecycle product management product positioning production product-related segmentation professional advertising program delivery rate progressive proofs promotion promotional mix promotional product proof psychographics psychological segmentation public relations (PR) public relations advertising public service advertising (PSA) publicity puffery pulsing pupil metrics qualitative research quantitative research random sample rate rate card rating point reach readership recognition reference group referral premium register marks remnant space renewal rate rep representative residuals resolution restricted line retail advertising retail trading zone retouching rip-o-matic road block romance card rotogravure rotoscoping rough cut run-of-press (ROP) run-of-schedule(ROS) rushes sales promotion sales-response function sans-serif type scanners scene setting screen seasonal rating adjustments seasonality selective demand advertising selective distribution self-liquidating premium self-mailer semi-liquidator semiotics serif type sets in use (SIU) share-of-audience share-of-voice (SOV) shelf screamers signature silk screening Simmons Market Research Bureau (SMRB) situation analysis slicks slotting allowances soft sell solid specialty advertising speculative sample split run spot announcements spot color spot television spread staggered schedule standard advertising unit system (SAUS) standard industrial classification (SIC) standard rate and data service (SRDS) starch readership service starch scores step-and-repeat stet stipping stop motion storyboard strategic planning stratified selection subliminal persuasion superimposition supplementary media swatch proof sweeps syndicated program tabloid tachistoscope testing tag line target audience target market tear sheets teaser campaign telemarketing theater testing thumbnail time compression tracking studies trade advertising trade stimulants trademark traffic builder transit advertising transparency transparent ink trap trim size turnover type font typeface typography unaided recall unfair advertising unique selling proposition up-front-buys utility values and lifestyle research (VALS) vehicle velox vertical discount vertical publications vignette voiceover (VO) voice-pitch analysis (VOPAN) wash drawings waste circulation wave scheduling wear out weight weighted index wheel of retailing concept white spaces wholesaler wholesaling wipe word painting World Bank yellow pages zero based budget zone pricing
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Advertising Terms.
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