Lista Advertising Eng

8/8/2019 Lista Advertising Eng

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1. Accordian insert

An ad inserted in a magazine, folded with an accordion-style fold.

Reclama inserata intr-o revista, impaturita in stil de acordeon.

2. Advertising page exposure

Number of times the reader of a publication has the opportunity to see a print advertisement,

whether or not he/she actually sees it.

3. Advertorial

Large advertisement deliberately styled to look like the editorial (non-advertisement) matter of a

newspaper or magazine in which it appears. Its television equivalent is infomercial.

Un hibrid intre publicitate si jurnalism intalnit mai ales in reviste. Clientul plateste echipa

editoriala sa scrie un articol ce ii prezinta produsul in stilul acelei reviste in speranta de a induce

asupra acelui produs/serviciu valorile revistei.

4. Affirmative disclosure

Revelation of information that may be damaging to the one revealing it, such as admission of

limitation(s) in an offer or product by an advertiser.

O parte din informatia continuta de o reclama, care este inclusa la cererea unei autoritati (CNA,de exemplu), fara a se tine cont de firma care face publicitate. Aceasta parte de informatie

deseori atrage atentia asupra unor limitari ale produsului sau ale ofertei facute in reclama.

5. Agate line (agate)


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US measure of printing and advertising space. In printing, one agate equals 5.14 points. In

advertising, one column-inch is divided into 14 agate lines, each equal to 1.81 millimeter or 0.07

of an inch. See also Milline rate.

Spatiu de publicitate intr-un ziar de 14 inch pe 1 inch, adesea denumita simplu linie. O

alternativa mai putin folosita la masurile coloanelor inch de afisare a spatiului de media. 14

agate lines = 1 inch pe o coloana( a se vedea SCC, SCI).

6. Audilog diary for recording television viewing habits

A diary kept by selected audience members to record which television programs they watched,

used as a means of calculating television program ratings.

7. Bait/ Bait and switch advertising scheme to tempt buyers

A tactic used in sales in which buyers are tempted by an advertised bargain but are then

persuaded to buy a more expensive item instead.

8. Bleed something that overruns printed page

1. An illustration or piece of text printed in such a way that part of it is cut off the page. 2.

Printing industry term for a page on which the printed (inked) area does not have the usual blank

(inkless) margins. In all printing processes, a narrow space must be left along the papers edges

for it to be gripped, and to prevent printing ink/toner from going on the ink-free/toner-free parts

of the machine. Bleed printing is more expensive where it requires oversized printing plates

and/or paper (from which inkless margins are trimmed off to leave only the inked part).

O reclama tiparita care depaseste marginea paginii. Are un pret de rate card mare, desi poate fi

diminuat prin negocieri.


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9. Buried position

Placement of an advertisement, announcement, or news, deep in the clutter of other printed

matter in a publication, that makes it difficult to be noticed.

Plasarea unei reclame intre alte reclame dintr-o publicatie, astfel incat ea este greu de observat.

10. Cease-and-desist order

Order issued by the federal trade commission to stop a particular advertising practice or unfair

method of competing that the commission feels is in violation of any of the acts that govern

commerce and that fall under the agencys jurisdiction.

11. Claymation (SYN. trademark)

A service mark for an animated motion-picture process using clay figurines that are moved and

filmed so as to create lifelike imagery and motion.

Metoda de animatie care foloseste figurine de lut.

12. Collectibles

Rare, valuable items such as antiques, art, books, coins, acquired for their value as an

investment. This value rises in inflationary times and falls in deflationary times.

Un tip de recompensa pe care consumatorii ar dori sa o primeasca pentru a completa o colectie

mai mare de bunuri similare.

13. Column inch (colum centimeter)


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Unit of measure in which advertising space is sold in most of the world. Each unit is one column

wide and one centimeter high. Width of the column, which may vary from one publication to

another, remains unchanged within a publication. In the US, column-inch unit is used which is

one column wide and one inch high. The standard US column width is 2 1/16 inch.

14. Combination rate rate for advertising in multiple publications

1. A rate that a publisher charges advertisers for advertising in more than one of its publications.

2. Reduced rate offered to advertisers for placing advertising in two or more publications owned

by the same publisher. In order to take advantage of a combination rate, the advertisement must

be the same for all publications in terms of copy and size, and the individual publications must

be bought at the same time or within the same 24-hour period. Combination rate advertising

appears most frequently in a morning and evening edition of the same paper or morning and

evening editions of newspapers under the same ownership.

Un discount oferit agentiilor care cumpara spatii in doua sau mai multe publicatii ale aceluiasi

trust.

15. Cooperative advertising

1. Agreement between a manufacturer and a member of distribution chain (distributor,

wholesaler, or retailer) under which the manufacturer shares a certain percentage of the

members advertising and promotion costs, or contributes a fixed sum. 2. Agreement between

two or more marketers with complementary products (such as cosmetics and toiletries) or

different seasonal sales cycles (such as raincoats and winter coats) to promote or sell each others

products with their own. Also called cooperative marketing or co-marketing.

16. Cost per inquiry (CPI)

Standard unit of cost used in direct response marketing, computed by dividing total promotional

cost with the number of inquiries generated. 2. Mathematical calculation of the promotion costs


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divided by the number of inquiries received. The cpi is used to evaluate the relative performance

of a promotion. A promotion begins to be profitable at the point revenue expected from inquiry

conversions equals or exceeds promotion costs.

Costul necesar pentru a face o persoana sa se intereseze de produsul sau serviciul companiei.

Acest standard e folosit in advertisingul cu raspuns direct.

17. Counter advertising

Advertising that takes a position contrary to an advertising message that preceded it. Such

advertising may be used to take an opposing position on a controversial topic, or to counter an

impression that might be made by another partys advertising.

Advertising platit de grupuri de presiune care apar in opozitie cu anumite produse.

18. Cumes (acronim cumulative audience)

Number of unduplicated individuals or households reached by (or exposed to) an advertising

medium (broadcast or print) over a specified period. Also called accumulated audience,

cumulative reach, Reach, net unduplicated audience, or unduplicated audience. {Cumes An

abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes

in a broadcast programs audience within a specified time period. This term is used by A.C.

Nielsen. It also is used by many advertising practitioners to refer to the unduplicated audience of

a print vehicle, or an entire media schedule.}

Abreviere pentru audienta cumulativa neta. Se refera la numarul de persoane sau case in audienta

unui canal de difuziune pe o perioada de timp. Termen folosit de A.C. Nielsen. Termenul este

folosit si de multi practicieni de advertising cu referire la audienta nedublata a unui canal

mediatic tiparit sau a intregului program mediatic.

19. DAGMAR


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and so on. So named because traditionally it is defined as the width of a capital (uppercase)

letter M in the face and point of type being used.

24. Exposure

Degree to which an audience (readers, listeners, viewers, visitors to a website) is in receipt of a

promotional message.

25. Flat rate

Service charge or advertising rate where no discount is offered to repeat customers or volume

buyers.

Pret pentru canalele mediatice care nu permite nici o reducere.

26. Fringe time

Period that precedes or follows prime time.

Perioada de timp care precede direct si care urmeaza imediat dupa prime time, in televiziune.

27. Full position

Placement of a print advertisement in which it is surrounded by reading (editorial) matter.

Print care este inconjurat de articole intr-un ziar, lucru care face mai probabila citirea lui. Este un

spatiu extram de dezirabil pentru un print.

28. Gatefold


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One or more large pages that are inserted and folded to fit the page size of a publication. The

gatefold must be opened or unfolded in order to read the content. Vehicle manufacturers often

use gatefolds in automobile magazines to advertise new models.

O macheta de presa care se impatureste. Acorda unui advertiser cel putin 2 pagini succesive din

acelasi spatiu publicitar. De obieci este atasta la coperta a II-a. Poate fi, de asemenea, un leaf

impaturit care se desface intr-un print.

29. Gross impressions

Total number of unduplicated people or households represented by a given media schedule.

Numarul toatal, fara dubluri, de oameni sau de locuinte pe care ii reprezinta un anumit program

mediatic.

30. Holding power

Ability of a radio or television program to keep the audience from switching the channel or

station, expressed as the percentage of total audience.

Abilitatea de a tine audienta pe un canal. Reprezentata ca procent din audienta totala.

31. Hot composition

A method of typesetting that uses molten metal to form the letters for a typeface. 2. automated

composition technique that utilizes a machine to create properly spaced metal type in one

complete line at a time. This solves some of the problems of manual composition, such as the

storage, retrieval, and composition of individual type slugs. Hot type is melted down after use

rather than returned to storage. It is used for newspapers, print advertisements, business forms,

and all types of promotions. Hot type is not as versatile as computerized composition because

word breaks at the end of each line must be operator controlled. There are two types of hot-type


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composition. Monotype systems create individual slugs of metal type for each character or space.

Linecasting machines create a solid line of metal type.

32. Inquires

Preliminary response from prospective customers, generally following an advertisement or sales

promotion campaign. Number of inquiries (and their conversion into sales revenue) is a measure

of the effectiveness of a firms marketing efforts. Also spelled as enquiry.

33. Intaglio

In the various intaglio printing methods, the area of the image to be printed is recessed into the

surface of the printing plate and the recessed areas are filled with ink. The incised image may be

etched, engraved with chemicals or tools. The image to be printed is incised into the plates, the

incisions filled with ink, and excess ink wiped from the plates. Heavy pressure is applied to

transfer the ink from the plates to the paper, leaving the surface slightly raised and the back side

slightly indented.

Forma de tiparire pe o suprafata neplana.

34. Kerning

Adjustment of space between certain characters in a line of text, using their natural shape and

slope to improve their appearance. Without kerning, several letter combinations (such as WA

and VA) can look awkward and may impede smooth flow of eye movement along the text.

Kerning becomes more important in italic types, and as the size of the font increases (such as in

headlines). Modern desktop publishing programs (such Adobe Pagemaker, Adobe Indesign, and

QuarkXpress) allow both automatic and manual kerning. Simultaneous adjustment of space

between many letters in a piece of text is called range kerning. See also letter spacing and

tracking.


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Spatiu intre literele unui cuvant.

35. Linage (alta scriere pt. lineage.)

Total number of lines in a classified advertisement used in its costing. It is computed by

multiplying column width of the ad by the number of lines per column. For example, a three

column by 90 line ad will have a lineage of 270. Also spelled as linage.

Se refera la marimea unei reclame, masurata in numarul de linii tehnoredactate dupa o reclama.

36. Loss leader

Good or service advertised and sold at below cost price. Its purpose is to bring in (lead)

customers in the retail store (usually a supermarket) on the assumption that, once inside the store,

the customers will be stimulated to buy full priced items as well. See also price leader.

Produs oferit spre vanzare la costul de achizitie/de fabricatie (sau chiar in pierdere) in scopul

sporirii traficului unui magazin. V. produs de atractie.

37. Media concentration theory

The idea that for an advertising message to be effective, it must be continually carried before the

public.

38. Media dominance theory

Technique of scheduling media that involves buying a large amount of space in one medium, and

shifting to another medium after achieving optimum coverage and frequency.

39. Near-pack


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An item offered free or at a discount with the purchase of another product. The item can be

positioned close to but may not touch the purchased product. A type of product promotion.

Promovare a vanzarilor in care cadoul va fi ridicat de cumparatorii unui anumit produs din alta

locatie din acelasi magazin.

40. Open end

(1) Time left at the end of a commercial or program which is provided for the use of local

advertising or station identification. (2) A radio or television program with no specific time to

end.

1) Timp ramas la sfasitul unei reclame sau program, careeste folosit pentru advertising local sau

pentru indentificarea postului. (2) O emisiune radio sau tv care nu are durata fixa.

41. Out-of-home advertising

Exposure to advertising and mass media away from ones home. Included are outdoor, point-of-

purchase, and radio.

Expunerea la advertising si mass media in afara casei. Inclusiv reclamele outdoor, punctele de

cumparare si radio.

42. Overrun

Additional numbers of a print vehicle that are produced in excess of those needed for

distribution. Overruns may take place to meet unexpected needs or demands.

Numarul aditional de copii produse in exces de un aparat de printare, pe langa cele necesare

pentru distribuire. Overrun-urile pot aparea pentru comenzi suplimentare.


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43. Pass-along readers

A reader which becomes familiar with a publication without the purchase of a publication. These

readers are taken into account when calculating the total number of readers of a publication.

Cititorii unei publicatii, altii decat cumparatorii propriu-zisi sau celor carora li se adreseaza o

publicatie gratuita.

44. Phantom

An illustration showing the exterior of an object as if it were transparent, while revealing interior

detailing.

O ilustratie care arata exteriorul unui obiect ca si cum ar fi transparent, aratand interiorul.

45. Piggyback

(1) A direct mail offer that is included free with another offer. (2) Two commercials which are

shown back-to-back by the same sponsor.

Sistem de transport care necesita transferarea cantainerelor din camion in tren

46. Preferred position

A position in a printed publication that is thought to attract most reader attention and is sold at a

higher rate; for example, the back cover of a magazine.

O pozitie intr-o publicatie despre care se crede ca atrage atentia majoritatii cititorilor si care este

vanduta la o rata mai mare, de exemplu, coperta din spate a unei reviste.

47. Private brand


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51. Remnant Space

Discounted magazine space which is sold to help fill regional editions of the publication.

Spatiu dintr-o publicatie, aflat la reducere, care este vandut pentru a ajuta la completarea editiilor

regionale ale publicatiei.

52. Renewal Rate

The percentage of individuals that renew their print media subscriptions to extend beyond the

previous expiration date.

Procentajul de indivizi care isi reinnoiesc abonamentele la printuri media care se exind peste data

de expiarare.

53. Road Block

A method of scheduling broadcast commercials to obtain maximum reach by simultaneously

showing the identical advertisement on several different stations.

O metoda de stabilire a unui program pentru reclame pentru a obtine audienta maxima prin

difuzarea simultana a aceleiasi reclame pe mai multe posturi.

54. Rotoscoping

The process of using live and animated characters within an advertisement.

Procesul de a folosi personaje vii sau animate intr-un advertisement.

55. Run-of-press (ROP)


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A newspaper publishers option to place an ad anywhere in the publication that they choose, as

opposed to Preferred position. Also referred to as Run-of paper.

Optiunea unui editor de ziar de a plasa un ad oriunde aleg in publicatie, in opozitie cu Preferred

position.

56. Run-of-schedule (ROS)

A stations option to place a commercial in any time slot that they choose.

Optiunea unui post de a plasa o reclama in orice segment de timp doresc.

57. Seasonal rating adjustaments (Seasonality)

The variation in sales for goods and services throughout the year, depending on the season, e.g.

hot chocolate is advertised more in the winter, as opposed to summer months.

In media(radio si tv), modificarile de rating care reflecta schimbarile dintr-un, e.g. starea vremii

si vacantele.

58. Slicks

A high-quality proof of an advertisement printed on glossy paper which is suited for

reproduction.

O dovada a unui ad, de calitate exceptionala, printata pe hartie lucioasa si care este potrivit

pentru reproducere.

59. Speculative (spec) Sample


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A sample promotional product, with the prospective buyers imprint on it, produced with the

hope that the customer will purchase it.

Un produs monstra, promotional, cu marca potentialului cumparator , produs in speranta ca

clientul il va cumpara.

60. Split Run

Two or more different forms of an advertisement which are ran simultaneously in different

copies of the same publication, used to test the effectiveness of one advertisement over another

to appeal to regional or other specific markets.

Are loc atunci and rulezi o reclama in distributia unui mijloc media si alta reclama, de obicei

pentru aceeasi companie, la sfarsitul distributiei. Adesea folosit in advertising-ul cu raspuns

direct pentru a testa eficacitatea a 2 oferte diferite, tehnici sau mijloace creative. Aceasta metoda

este folosita si in media pan-regionala pentru a oferi flexibilitate geografica.

61. Staggered Schedule

A schedule of advertisements in a number of periodicals which have different insertion dates.

Un program al reclamelor intr-un numar de perioade care au date de insertie diferite.

62. Stop Motion

A photographic technique in which inanimate objects appear to move.

O tehnica fotografica in care obiectele neanimate par sa se miste.

63. Superimposition (Super)


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A process in TV production where an image, words, or phrases are imposed over another image.

64. Swatch Proof

A sample of the material for a promotional product, with the customers artwork printed on it in

the specified colors.

65. Tag Line

A slogan or phrase that visually conveys the most important product attribute or benefit that the

advertiser wishes to convey. Generally, a theme to a campaign.

Un slogan sau fraza care exprima vizual cel mai important atribut sau beneficiu al produsului, pe

care advertiserul vrea sa-l transmita. In general, o tema a campaniei.

66. Tear Sheets

A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad

insertion. Also used to check color reproduction of advertisements.

O pagina taiata dintr-o revista sau ziar care este trimis advertiserului ca dovada a insertiei ad-

ului. De asemenea, folosita pentru verificarea reproducerii culorii reclamelor.

67. Traffic Builder

A promotional tactic using direct mail. Designed to draw consumers to the mailers location.

Obiectul cu pretul cel mai mic dintr-o linie de productie. Vezi Prestige Builder, Product Line.

68. Unique Selling Proposition


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The unique product benefit that the competition can not claim.

Calitatea, beneficiul sau trasatura specifica a unui produs pe care nu o poate oferi nici un

competitor. Folosit uzual sub forma de USP.

69. Vertical Publications

Publications whose editorial content deals with the interests of a specific industry, e.g., National

Petroleum Magazine and Retail Baking Today.

Publicatii ale caror continut se confrunta cu interesele anumitei industrii, de exemplu National

Petroleum Magazine (revista petrolului national) sau Retail Banking Today.

70. Voice-pitch Analysis (VOPAN)

An advertising research technique of analyzing a subjects voice during their responses, to test

their feelings and attitudes about an ad.

Tehnica de cercetare de marketing care analizeaza vocea persoanelor chestionate cu scopul de a

afla atitudinile si sentimentele pe care le au vizavi de o reclama.

71. Voiceover (VO)

The technique of using the voice of an unseen speaker during film, slides, or other voice

material.

Suprapunerea unei voci pe fundalul unui spot publicitar filmat.

72. Waste Circulation


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(1) Advertising in an area where the product or service is not available or has no sales potential.

(2) Persons in an advertisers audience who are not potential consumers.

(1) advertising intr-o zona in care produsul nu este disponobil sau unde nu are potential de

vanzare. (2) Persoane din audienta care nu pot fi potentiali consumatori.

73. Wear Out

The point reached when an advertising campaign loses its effectiveness due to repeated

overplay of ads.

Descrie momentul in care eficacitatea unei campanii se diminueaza datorita expunerii prelungite

sau supra-expunerea aceleiasi reclame.

74. Wipe

A transition of scenes in a visual production where one image appears to wipe the previous one

from the screen.

Tranzitie de scene intr-o productie vizuala in care o imagine apare pentru a o sterge pe cea de

dinainte de pe ecran.

75. Cut-in

1. (broadcasting) a local announcement inserted into a network program) 2. film a still picture

that is introduced and that interrupts the action of a film)

76. Pre-emption

The substitution of one advertisers local TV commercial by another advertiser paying a higher

price for the spot, or by a different program of interest.


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77. Overnight

Audience data provided by Nielsen or Arbitron to metered market clients the day after the

broadcast.

78. Simulcast

A broadcast that is carried simultaneously by radio and television (or by FM and AM radio)

79. Strip

Futures and options trading: Triple-option contract consisting of one call option and two put

options at the same exercise price and expiration date, and for the same underlying asset.

(Stripping Positioning film negatives or positives of copy and illustrations for the purpose of

creating a printing plate for that ad or page. Also referred to as image assembly.

80. Total Audience Plan (TAP)

An advertising schedule that places ads in a pattern that utilizes all station dayparts for maximum

station audience exposure.

81. Turnover

The rate of audience change for a specific program during a specific amount of time.

82. Up-front (Buys)

The purchasing of both broadcast and print early in the buying season.

83. (Right) First Refusal


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Contractual right under which a seller must give a party (such as a partner) an opportunity to

match (within a specified timeframe) a price at which a third party agrees to buy a specified asset

(such as a certain number of shares), on the same terms offered to the third party. Compare with

preemption right.

84.Heavy-up

An advertising term referring to a high concentration of advertising for a short period of time in a

media schedule.

85. Hiatus

A period during a campaign when an advertisers schedule is suspended for a time, after which it

resumes, as seen in a burst laydown pattern for example (see Burst Campaign).

86. Make Good

(1) To present a commercial announcement after it s scheduled time because of an error. (2) To

rerun a commercial announcement because of technical difficulties the previous time it was run.

(3) To rerun a print advertisement due to similar circumstances.

87. Per Inquiry

An agreement between a media representative and an advertiser in which all advertising fees are

paid based on a percentage of all money received from an advertisers sales or inquires.

88. Roll Over

An advertising technique where advertising is expanded to cover more and more markets as

distribution/ product sales are also expanded.


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89. Short rate

The cost difference between the discounted contract rate and the higher rate actually earned by

an advertiser if he fails to fulfill the contracted amount of advertising.

90. Answer Print

The final edited version (print) of a television commercial, for approval by the client. It may still

need color correction, etc.

91. Back To Back

Running more than one commercial, with one following immediately after another.

92. Blow-in Card

An advertisement, subscription request, or other printed card blown into a print publication

rather than bound into it.

93. Bridge

Transition from one scene to another, in a commercial or program.

94. Broadside

A promotion that is printed on a single large sheet of paper, usually on only one side of the

paper, as opposed to a tabloid or other off-size newspaper.

95. Bulldog Edition


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An edition of a print publication that is available earlier than other editions. Usually, this is the

early edition of a large circulation newspaper.

96. Competitive Parity

A method of determining an advertising budget, designed to maintain the current share of

voice.

97. Controlled (Qualified) Circulation

Publications, generally business-oriented, that are delivered only to readers who have some

special qualifications. Generally, publications are free to the qualified recipients.

98. Crop Marks

Marks to indicate which portions a photograph or illustration are to be used, and which are to be

eliminated.

99. Dissolve

Fading from one scene to another in a film or television production.

100. Facings

Refers to the number of billboards used for an advertisement.

101. Fixed-sum-per-unit Method


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A method of determining an advertising budget, which is based directly on the number of units

sold.

102. Galley Proof

A typeset copy of an ad or editorial material, before it is made into pages for final production.

103. Grid Card

A broadcast media rate card that lists rates on a grid, according to the time periods that might be

selected for the ad.

104. Gutter

The inside margins of two pages that face each other in a print publication.

105. Horizontal Discount

A discount on a media purchase resulting from a promise to advertise over an extended period of

time.

106. Vertical Discount

A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited

amount of time, e.g., one week.

107. Holdover Audience

The percent of a programs audience that watched or listened to the immediately preceding

program on the same station. Also called Inherited audience (see below).


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108. Horizontal Publications

Business publications designed to appeal to people of similar interests or responsibilities in a

variety of companies or industries.

109. House Organ

A publication owned and operated by an advertiser, and used to promote the advertisers

products or services.

110. Island Display

An in-store product display situated away from competing products, typically in the middle or at

the end of an aisle.

111. Jumble Display

A mixture of products or brands on a single display, such as a clearance table.

112. Letterpress

A printing method that stamps ink onto paper, using raised lettering.

113. Local Rate

An advertising rate charged to a local advertiser , typically a retailer, by local media and

publications, as distinguished from a national rate that is charged to a national advertiser,

typically a manufacturer.

114. Master Tape


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An edited audio tape or video tape to be recorded on quantity prints or dubs.

115. Matte Shot

A camera shot made with a matte or mask in part of the frame to allow another shot to be printed

in the opaque area.

116. Milline Rate

Used to determine the cost effectiveness of advertising in a newspaper; reached by multiplying

the cost per agate line by one million, then dividing by the circulation. Also referred to as

Milline.

117. Narrowcasting

Using a broadcast medium to appeal to audiences with special interests. For example, the All

Knitting Station would be a narrowcast, because it appeals to an audience with a specific

interest.

118. On-air Tests

Tests recall among viewers of a commercial or program during a real broadcast of the tested

communication.

119. 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.

120. Picture Window


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An ad layout in which the picture is placed at the top of the page, and the copy is placed below.

121. Preemptible Rate

A usually discounted rate for commercial time which is sold to an advertiser and is not

guaranteed. Time may be sold to another advertiser who is willing to pay more; therefore, the

advertiser buying this rate gambles to save money on the spot.

122. Residuals

A sum paid to a performer on a TV or radio commercial each time it is run, and is usually

established by AFTRA (American Federation of Television and Radio Artists) or SAG (Screen

Actors Guild) contract.

123. Romance Card

Written material that accompanies an advertising specialty, providing information about the

product and its background.

124. Rough Cut

A preliminary arrangement of film or tape shots that are roughly edited together without voice-

over or music to serve purpose in the early stages of editing.

125. Scene Setting

The process of using realistic sounds to stimulate noise in backgrounds during radio production

such as car horns, sirens, recorded laughter, etc.

126. Self-mailer


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A direct-mail piece in which no envelope or wrapper is required for mailing.

127. Shelf Screamers (shelf talkers)

A printed advertising message which is hung over the edge of a retail store shelf, e.g. On

Special, or Sale item.

128. Step-and-repeat

A single image printed repeatedly in a pattern on a single sheet of paper.

129. Thumbnail

A rough, simple, often small sketch used to show the basic layout of an ad.

130. Trim Size

A size of a magazine or newspaper page after trimming.

131. Velox

A type of paper used for its superior reproduction qualities.

132. Word Painting

A technique used in the radio broadcast industry that uses highly descriptive words to evoke

images in reading material as an attempt to place the listener into the scene.

133. Broadcast calendar


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Standardized calendar used primarily for the planning and purchase of radio and television

programs and advertising. Every week in the broadcast calendar starts on a Monday and ends on

a Sunday, and every month has either four or five such weeks. Broadcast calendar months thus

have either 28 or 35 days.

134. Spill-In

The amount of programming viewed within a market area to stations that are licensed to an

adjacent market.

135. Spill-Out

The amount of viewing to local stations outside the home market area.

136. Adjacencies

Time periods immediately before and after a television program, normally used as a commercial

break between programs.

137. Blueline

A blue line drawn on a mechanical to indicate where a page will be cut.

138. Chain Break

A pause for station identification, and commercials, during a network telecast.

139. Closing Date

The day final copy and other materials must be at the vehicle in order to appear in a specific

issue or time slot.


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140. Corrective Advertising

Advertisements or messages within advertisements, that the Federal Trade Commission orders a

company to run, for the purpose of correcting consumers mistaken impressions created by prior

advertising.

141. Envelope Stuffer

A direct mail advertisement included with another mailed message (such as a bill).

142. Flighting

A media schedule that involves more advertising at certain times and less advertising during

other time periods.

143. Participation

1) 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.

144. Air date

The first broadcast of a commercial; also refers to the exact date of a particular TV or radio

program

145. Bonus spot

Additional TV or radio spot provided to an advertiser at no charge to raise the overall audience

delivery of the schedule.


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Documents

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