Termeni advertising

An advertisement that is inserted in a magazine, with a fold resembling

Accordian insert
an accordion.
Spatiu publicitar intre programele de televiziune.
Adjacencies Time periods immediately before and after a television program,
normally used as a commercial break between programs.
Advertising Number of times a reader is exposed to a particular print advertisement,
page exposure regardless of if they look at the ad.
Advertorial = advertisement + editorial
An advertorial is an advertisement written in the form of an objective
Advertorial article, and presented in a printed publication—usually designed in the style of
that magazine, in the hope of conferring the magazine’s values upon the
product or service.
Revelation of information in an advertisement, required by the authority,
Affirmative
that may not be desired by the advertiser, such as admission of limitation of the
disclosure
product. Cigarette warnings are the most common example of this.
A standard unit of measure used to calculate the cost of advertising
Agate Line space, used especially for classified advertisements; one column-inch is divided
into 14 agate lines.
Air date The date scheduled for a radio or television broadcast
Version presented to the client for optical approval, after which it is
Answer print
corrected for color, quality, and synchronization, and a final print is made.
Diary for recording television viewing habits: a diary kept by selected
Audilog audience members to record which television programs they watched, used as
a means of calculating television program ratings.
Running more than one commercial, with one following immediately
Back to back
after another.
An advertisement for a product at an extremely low price to encourage
consumers to come to the store or visit online when the company does not plan
Bait advertising
on selling the item. Instead, a similar, more expensive item is offered in its
place.
Bleed When Text or graphics extend all the way to the edge of the page,
leaving no margin. Bleeds are used in publishing for graphical effect.
A printed card "blown" into a publication and, therefore, loose rather
Blow-in card than bound to the publication. Most blow-in cards are used to solicit
subscriptions to the publications into which they are inserted.
A reproduction of the material submitted for printing. It allows a final
Blueline
opportunity to detect errors and make minor corrections.
additional TV or radio spot provided to an advertiser at no charge, as
Bonus spot
part of an advertising package
Break position Break-Even = The point at which total revenue is equal to total cost.
to print an advertisement across the centre of a double-page spread in a
Bridge
magazine
a standardized calendar used for the planning and purchase of radio and
Broadcast
television programs and advertising. The week starts on a Monday and ends on
calendar
a Sunday.
Broadside a sizable sheet of paper printed on one side, with advertising (afis)
Edition of a daily morning newspaper that is distributed and sold at
Bulldog edition
newsstands the night before the date it bears.
Placing an ad between other ads in a print publication, so that readers are less
Buried Position likely to see it.

Cease And "An order issued to an advertiser to stop (cease) running a deceptive or
Desist Order unfair advertisement, campaign, and not to take it up again later (desist).
Întrerupere de emisiune, mesaj publicitar inserat în pauză.
Chain break
A pause for station identification, and commercials, during a network telecast.
Clay + animation
Tehnică de animaţie imagine cu imagine, care utilizează personaje
Claymation
modelate în plastelină or alte aluaturi; (ex. Chicken Run - 2000).
An animation method that uses clay figurines.
Closing date Date all advertising must be ordered/reserved in a particular publication
or broadcast media outlet in order to secure the requested dates, times and/or
 positions
The day final copy and other materials must be at the vehicle in order to
appear in a specific issue or time slot.
object valued by collectors
Collectibles A type of premium that consumers may desire to have as a part of a
greater collection of similar goods.
=one column wide by one inch high (14 agate lines). A unit of
Column Inch
measurement for advertising space.
Combination Reduced rate offered to advertisers for placing advertising in two or more
rate publications owned by the same publisher (a package deal)
A method of determining an advertising budget based on the amounts
Competitive
spent by competitors. the idea is that one should spend as much (or as little) as
parity
one's competitor on advertising.
Free distribution of a publication to readers with special qualifications,
Controlled
individuals that have the ability to purchase or influence the purchase of
circulation
products and services advertised in the publication.
Co-op program. A system that allows two parties (often a producer and a
Cooperative
distributor - because of their shared interest in selling the product) to share
advertising
advertising costs.
messages within advertisements launched by a company for the purpose
Corrective
of correcting consumers' mistaken impressions created by its previous
advertising
advertising."
The cost of getting one person to inquire (ask) about your product or
Cost per inquiry service. This term is used in direct response advertising. The advertisement
cost us $1000. As a result, we had 200 calls from customers, so CPI was $5
Counter advertising aimed as a reply to a competitor’s advertisements
advertising
lines drawn on an image or a page (or on a transparent overlay
Crop marks attached) that indicate where to cut (may be drawn on manually or
automatically)
Abreviere pentru audienta cumulativa neta. termen de analiză a
audienţei totale pentru prima oară (telespectatorii care văd filmul sau
Cumes programul de mai multe ori sunt luaţi în calcul o singură dată);
net cumulative audience. the number of people reached by an
advertisement at least once over a period of time
To intrude or interrupt. a local announcement inserted into a network
Cut-in
program
It stands for Defining Advertising Goals for Measured Advertising Results
Dagmar (acronym). The process involves setting specific, measurable objectives for an
ad campaign to determine if specific objectives were met.
Dissolve a gradual transition from one scene to the next. fade out then fade in
Two facing pages used for a single, unbroken advertisement or editorial.
Double truck
Also called a two-page spread and usually incorporating the gutter
Used in radio, this refers to morning and afternoon times when
Drive time
consumers are driving to and from work.
A discounted media rate, based on volume or frequency of media
Earned rate
placement.
A unit of measurement used in the field of typography, based on the
Em
""M"" character. This unit defines the proportion of the letter width and height.
(also called envelope enclosure) An advertising material which is mailed
Envelope
in an envelope with another mailed message (such as a bill), used to present
stuffer
products or services
= expunere. Consumers who have seen (or heard) a media vehicle,
Exposure
whether or not they paid attention to it.
In outdoor advertising this refers to the number of billboards at a
Facing location facing the same direction. In marketing, it refers to the number of units
facing the shopper on a shelf in the stores.
Right of first refusal (ROFR or RFR) is a contractual right that gives its
holder the option to enter a business transaction with the owner of something,
First refusal
according to specified terms, before the owner is entitled to enter into that
transaction with a third party.
A guaranteed position for an advertisement in a specific location in a
Fixed position
publication, or running a commercial at a fixed time of day.
Fixed-sum-per- A method of determining an advertising budget, which is based directly
unit method on the number of units sold.
Flat rate Linear rate - a fixed media rate
A media schedule that involves more advertising at certain times and
Flighting
less advertising during other time periods. See Continuity; Pulsing.
TV time around prime time where there is usually more availability.
Fringe time
Period that precedes or follows prime time.
a print advertisement surrounded by reading (editorial) matter, making
Full position
it more likely consumers will read the ad.
A copy of the text of a publication before it has been arranged in page
Galley proof
formats
An oversize page in a book or magazine that is folded in to be the same
Gatefold size. It must be unfolded or "opened" to be read. Often attached to the inside
front cover of a magazine.
lists rates on a grid, aligning the specific time periods advertisement and
Grid card
the corresponding price.
Gross the total number of people who have seen an advertisement, multiplied
impressions by the number of times it has been run.
"I vouch for the quality of my products". A written assurance that some
Guarantee
product or service will be provided or will meet certain specifications
the area where the two pages meet in a publication. It can be left blank
Gutter
or can be printed across to form a Double truck (double-page spread).
a high concentration of advertising for a short period of time in a media
schedule. If an advertiser's product is more likely to be used at one specific
Heavy-up time than at another, the advertiser may choose to heavy-up the advertising for
that time period. For example, a candy manufacturer may opt for heavy-up
advertising during the two weeks prior to Halloween.
Break, gap
In television: a break of at least several weeks of a television program
Hiatus
(during a season or between seasons). In marketing: a period during a
campaign when an advertiser’s schedule is suspended for a time.
Ability of a radio or television program to keep the audience from
Holding power
switching the channel or station, expressed as the percentage of total audience.
Holdover Percent of a radio or television program audience who listened to or
audience watched two programs in a row. Also called Inherited audience.
Horizontal A discount on a media purchase resulting from a promise to advertise
discount over an extended period of time.
Business publications designed to appeal to people of similar interests or
responsibilities in a variety of companies or industries. !!! diferit de Vertical
Horizontal
publications = "Publications whose editorial content deals with the interests of a
publications
specific industry

A method of typesetting that involve pouring hot molten metal into

Hot composition
molds for different type fonts."
a magazine published by a company in order to promote that company's
House organ
products
Inquiries a request for information about a product
A form of printing: the lines of the image are incised, or cut, into a metal
plate (matrix). Ink is applied, the remaining ink is removed, and the plate is
Intaglio ready for printing. The plate and a paper are run through a printing press that,
through pressure, transfers the ink from the incisions of the plate to the paper,
resulting in a raised print surface.
An exhibition stand separated from others. OR
Island display A print advertisement surrounded completely by editorial and often time
found in the center of a page.
mixture of products for sale: a display of several different products
Jumble display
arranged together for sale
the adjustment of the space between individual printed characters alter
Kerning
its fit or to give a neater appearance
Letterpress Letterpress puts a bite into the paper; is a relief printing process where
printing raised inked surfaces are pressed against paper to transfer images
The number of lines of printed or written material. used to calculate how
Linage
much the writer is paid
Local rate Preţul de bază al anunţului publicitar aplicabil anunţătorilor locali (local
advertising), spre
 deosebire de tarifele negociate în campaniile de anvergură naţională
(national advertising);
An advertising rate charged to a local advertiser by local media and
publications
Loss leader An article of merchandise sold at a loss in order to attract customers
An advertisement placed again in a magazine or newspaper free of
charge, because a mistake was made in it when it was previously published
Makegood
(such as in the wrong position or one that contained an error caused by the
publisher.)
the process of combining separately photographed shots onto one print,
Matte shot usually used to create special effects such as combining a cartoon character
with a human actor
Media Technique of scheduling media that involves buying space in one
concentration medium only and developing strength through concentration.
theory
Media Technique of scheduling media that involves buying a large amount of
dominance space in one medium, and shifting to another medium after achieving optimum
theory coverage and frequency.
used to determine Measure of the cost effectiveness of a particular
Milline rate newspaper or magazine as an advertising vehicle. Formula: Cost of advertising
space per agate line x 1,000,000 ÷ circulation
The transmission of data to a specific group of audience. Example: Cable
television (since the cable TV signals are sent only to homes that have
Narrowcasting subscribed to the cable service), magazines, radio stations. Perhaps the best
example are electronic mailing lists where messages are sent only to
individuals who subscribe to the list. Opposite of broadcasting.
In-pack—item enclosed in a products packaging; On-pack—an item
attached to, the exterior of a product's packaging. Near-pack—an item offered
Near-pack
free or for a discounted price with the purchase of another product, positioned
near the product
A test of recollection among viewers of a commercial or program during
On-air tests
real time broadcast of the tested communication.
(1) Time left at the end of a commercial or program which is provided
Open end for the use of local advertising or station identification. (2) A radio or television
program with no specific time to end.
Outdoor advertising is essentially any type of advertising that reaches
Out-of-home the consumer while he or she is outside the home: in public places, in transit,
advertising waiting (such as in a medical office), and/or in specific commercial locations
(such as in a retail venue)
În audiometrie – datele de audienţă disponibile a doua zi pentru
difuzările din ajun, combinate de agenţia Nielsen pentru cele mai importante 25
de pieţe;
Overnights
Next-day television ratings: television rating estimates available within
one day of a broadcast and derived from households with television metering
devices
(1) excess of cost over budget
(2) to print more copies than needed for distribution of a publication.
Overrun
Overruns may take place to meet unexpected needs or demands.
(3) of a broadcast, to take more time than the allotted slot
Anunturi facute in timpul unei emisiuni, spre deosebire de cele facute in
pauzele dintre emisiuni. (2) Un anunt sau spatiu de difuzare care este impartit
de diversi advertiseri.
Participation
Announcements made inside the context of a program as opposed to
those shown during station breaks. (2) An announcement or amount of
broadcasting time which is shared by several advertisers.
reader who did not buy publication. A reader which becomes familiar
Pass-along with a publication without the purchase of a publication. These readers are
readers taken into account when calculating the total number of readers of a
publication.
An agreement between a media representative and an advertiser in
Per inquiry which all advertising fees are paid based on a percentage of all money received
from an advertiser's sales or inquires.
An illustration showing the exterior of an object as if it were transparent,
Phantom
while revealing interior detailing.
Photoboards A set of still photographs made from a television commercial,
 accompanied with a script, to be kept as records by an agency or client.
An ad layout in which the picture is placed at the top of the page, and
Picture window
the copy is placed below.
(1) A direct mail offer that is included free with another offer. (2) Two
Piggyback
commercials which are shown back-to-back by the same sponsor.
discounted rate for commercial time which is sold to an advertiser and is
Preemptible not guaranteed. Time may be sold to another advertiser who is willing to pay
rate more; therefore, the advertiser buying this rate gambles to save money on the
spot.