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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
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