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Glossary Terms

A/S Ratio

ABC Report

Accordian insert

Account Executive

Accumulation

Accuracy

Ad click

Ad testing

Adjacencies

Advertiser

Advertising

Advertising Agency

Advertising budget

Advertising plan

Affiliate marketing

Agency

Agency of Record

Animatic

Announcement

Auction Pricing System

Audience Duplication

Audit Bureau of Circulations

Average Costs

Average Frequency

Average Quarter Hour

Awareness level

Bait advertising

Banner

Barter

Benefits

Beta coefficient

Bias

Billboard

Bleed

Blow-in card

Blueline

Brand Management

Brand Share

Brand switching

Brief

Buckslip

Bulldog edition

Buried position

Burn-Rate

Camera Ready

Campaign

Captive Market

Category development index

Chain break

Chi-square distribution

Christie Diagram

Circulation

Classified

Click stream

Clipping service

Closing date

Clutter

Co-op Advertising

Coated paper/stock

Color Separating

Commission

Conjoint analysis

Consumer behavior

Contextual Marketing

Controlled (qualified) circulation

Corrective advertising

Cost per thousand

Cost-per-action

Coverage

Creative strategy

Cross Analysis

Cross Tabulation

Cumes

Dailies

Daypart

Demand bias

Demographics

Density Range

Depth interview

Diadic

Die cut

Diffusion Process

Digital signatures

Diminishing Returns

Dinky

Direct house

Direct marketing

Disintermediation

Disposable Income

Distributor

Dithering

Dithering

Dot Gain

Dots Per Inch

Dots per inch

Double Truck

Double truck

Drive Time

Dummy

Dummy Magazine

Ear (-Space) of a Newspaper

Early adopter

Effective Reach

Equal time

Evoked set

Execution

Exposure

Eye tracking

Facings

Family brand

Feasibility study

Feature article

Field

Filtering

Fixed Costs

Flexie

Flexie

Flight (flight saturation)

Focus group interview

Focus Groups

Foil stamp

Foil stamping

Forking

Franchised position

Free Association

Frequency

Frequency discount

Fringe Time

Fulfillment house

Full-service agency

Funnel design or funnel sequencing

Ganged Separations

Gap analysis

Gatefold

Gatefold

Gravure

Green advertising

Grid card

Gross audience

Gross Impressions

Groupware

Guardbook

Gutter

Halo effect

Hard Data

Holding power

Holdover Audience

Horizontal publications

House organ

Image advertising

Impulse Buying

Incidence

Increasing Returns

Independent contractor

Indicia

Insert

Insertion Order

Integrated Marketing Communications

Inter-Media Comparisons

Intercept interview

Johnson box

Judgment sample

Jumble display

Keeper

Kern

Latent structure analysis

Layout

Lead In / Lead Out

Learning Curve

Lettershop

Lifetime Value

Linage

Line Art

Line Rate

Lithography

Loading

Local rate

Longitudinal research

M-Commerce

Macromarketing

Magazine Supplement

Make-good

Marginal Costs

Mark-up

Market segmentation

Market Share

Market simulation

Marketing firm

Mass Media

Material closing

Matte shot

Media dominance theory

Media Fighting

Media Involvement

Media strategy

Merchandising

Metropolitan area

Milking a Brand

Milline rate

Minor Civil Division

Mock Double Truck

Mock-up

Monadic

Motivation research

Nameplate

National Retail Advertisements

Net

Net Rating Point

Net Reach

Network

Networked Economy

Non-directed probe

Non-marketing considerations

Noncommercial advertising

Observation

Offset

Omnibus survey

Opportunity Costs

Optimisation

Out of Register

Outdoor Advertising

Outlier

Overrun

Page Proof(s)

Paid circulation

Paired comparison

Pantone® Matching System

Parity products

Peak Time

Penetration

People Meter

Per Inquiry Payments

Percent-of-sales method

Perceptual Mapping

Perfect bind

Perfect-bound/perfect binding

Permission Marketing

Persuasion process

Photography, stock

Piggyback

Pitch

Placement

Point of Purchase

Point-of-Purchasing Advertising

Portable

Positioning statement

Poster panel

Pre-Money Valuation

Pre-testing

Preferred Position

Preferred Position

Premium (Offer)

Primary data

Private brand

Process Color

Product life cycle

Product selection motivator

Production Manager

Programme Rating

Promotion

Propaganda

Proprietary Study

Psychographics

Psychometrics

Public Relations

Public relations advertising

Puffery

Pull

Pulling Power

Pupilometrics

Pure Play Business

Qualitative research

Quantitative research

Randomized response technique

Rapport

Rate

Rate Card

Rating

Rating point

Reach (%)

Readership

Ream

Recruiting

Referral premium

Registered Readership

Relationship Marketing

Relevant range

Reminder advertising

Repeat purchase

Resolution

Response

Restricted line

Restricted line

Retail Advertisement

Retouching

Rich Media

Road block

Run of press

Run-of-schedule

Run-ons

Sales promotion

Sampling Error

Sare of voice

Satement stuffer

Saturation

Schedule

Screening Week

Seasonality

Selective media

Seondary data

Sets in use

Sgmentation

Shortrate

Showing

Signature

Slitting

Smantic differential

Sowball sample

Space

Specialty advertising

Split run

Sponsorship

Srvice mark

Standard Advertising Units

Stock Keeping Unit

Stock Options

Storyboard

Stripping

Subliminal persuasion

Sunk Costs

Swatch proof

Syndicate

Tabloid

Tachistoscope testing

Target Group Index

Target Marketing

Target Pricing

Tearsheet

Teaser Campaign

Telemarketing

Test Market

Testimonial release

Text Messaging

Theoretical error

Tile

Time Channel

Tip on

Tipping Point

Trade advertising

Trade Show

Trademark

Transit advertising

Turnover

Two-tailed test

Typeface

Umbrella Advertising

Unaided recall

Unfair advertising

Unique Selling Proposition/point

Universal Product Code

Universe

Unstructured observation

UV coating

Values and lifestyles research

Variable Cost

Varnish

Velox

Venture Capital

Verification

Vertical Publication

Vesting

Vignette

Violator

Voice-pitch analysis

Volume Discount

Waste circulation

Wave scheduling

Weight

White space

Winner Takes All

Wire-O binding

Word painting

Zoned Edition



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