Glossary

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I.B.C.
Inside back cover (also called third cover).

ID
Identification. A spot television commercial eight to ten seconds in length, during a station break; the last two seconds of the visual time may be reserved for showing the station call letters ("station identification"); a ten-second broadcast commercial announcement, sometimes referred to as a "ten".

I.F.C.
Inside front cover (also called second cover).

IMPACT
The extent and degree of consumer awareness of an advertisement within a specific medium, and the degree to which a medium and an ad within that medium affect the ad's audience.

IMPRESSION
The pressure of the blanket cylinder as it transfers the image to the paper in offset printing.

IMPRESSIONS
Each time a banner is displayed on a web page, it is counted as one "impression". If your banner was displayed 50 times in one day, 50 "impressions" were delivered. Also known as "ad views".

IN
Broadcast term meaning to introduce or begin an audio effect – e.g.,bring in music here.

IN-COLOMN ADS
Ads run in the classified section of the newspaper, one column wide, without borders.

INDEPENDENT FIELD REPORT
Reports obtained by independent field service organizations under contract to a publisher.

INDEPENDENT STATION
A broadcast station that is not affiliated with a network.

INDEX
A percentage showing the relationship of a set of numbers to a standard base. Shows propensity to be above the average (101 or greater), average (100), or below average (99 or less) of a particular demographic.

INDICIA
1. A page in a publication with contains name of publication, date of issue, frequency, serial number, publication office, subscription price and notice of entry to appear within first five pages of issue.
2. Markings on bulk mail that take the place of postage stamps, cancellations and postmarks.

INDIVIDUAL LOCATION
An outdoor location that has room only for one billboard.

INDUSTRIAL ADVERTISING
Advertising of capital goods, supplies, and services directed mainly to industrial or professional firms that require them in the course of manufacturing.

INITIAL AUDIT REPORT
The first audit made for a publication, may be for any consecutive six-month period.

INITIAL CAP
Large capital letter, often decorative, placed at the beginning of a chapter, letter, paragraph, and the like.

INK JET MESSAGES
Customized ink jet message available on reply cards, supplied inserts and printed advertising pages.

INSERT
1. In letter or packages, an enclosure with information on the product and its uses or an advertising message.
2. In periodicals, a page or pages, printed completely or partially by the advertiser, or for him, and forwarded to the publisher, who bids it up in the publication; usually in colors and on heavier stock thant the periodical.
3. An extra negative put in some are of the main negative before printing and etching the plate.
4. New copy to be incorporated, in a story or other editorial matter.

INSERT (ACCORDION)
An advertisement not printed by the publisher, but inserted in a magazine, folded in such a way as to appear an accordion fold

INSERT (BOUND)
Are printed materials from a single advertiser bound into the magazine.
Insert possibilities: Total edition or parts thereof (single copy circulation, subscription circulation, Nielsen areas...).

INSERT (COUPON)
An IBM-type coupon attached to a carrier unit that is bound into the subscription copies of a magazine much like a normal page is inserted. Several configurations are availabe depending on the size of magazine, the manner in which it is bound, and the number of coupons to be carried.

INSERT (FREE-STANDING) (FSI)
A preprinted advertisement in single or multiple page form that is inserted loose into newspapers, particularly Sunday editions.

INSERT (GLUED)
Are affixed to the basic advertisement (min...page colour or b/w) in such a way that they can be easily removed. They can include:
(a) postcards or empty envelopes
(b) rectangular, unfolded printed matter as well as envelopes containing printed matter, folders and product samples in an airtight, flexible packaging...
(c) they can be use by more than one advertiser.
Insert possibilities: Total edition or parts thereof (single-copy circulation, subscription circulation, Nielsen areas...).

INSERT (HI-FI PREPRINTED)
A full-page, four-color gravure advertisement printed by a supplier in a coated newsprint and furnished to a newspaper in roll form for insertion in lieu of a page of standard newsprint. As the roll is fed into the newspaper, the newspaper prints normal editorial/advertising matter on the reverse side and, in some cases, a column of type next to the advertisement itself. The advertiser pays the supplier for producing the ad and the newspaper for distributing the ads (usually B&W space rates plus an insertion charge). Generally, the cost is twice as expensive as ROP color. Because there is no accurate cut-off on Hi-Fi pages, the copy and illustration has a repeating "wallpaper" design in order to insure full ad exposure.

INSERT (LOOSE)
Printed material loosely inserted in the magazine.
Co-op Supplements (loose inserts booked jointly by several advertisers).
Inserts possibilities: Total edition or parts thereof (single-copy circulation, subscription circulation, Nielsen areas...).

INSERT (PACKAGE)
Separate advertising material included in packaged goods.

INSERTER
Person who places preprints into newspapers; also referred to as a "stuffer".

INSERTION
An advertisement in a print medium.

INSERTION ORDER
Formal instruction from advertiser or advertising agency for medium owner (publisher) to run a specified advertisement at a certain time; such an order is under a contract for that (and other) space.

INSTALLMENT BILLING
Allowing a subscriber to pay in installments. Usually offered by magazines whose annual price tends to be perceived as high (weeklies, for instance) and frequently offered in direct mail agency (see definition) subscription promotions. Payments are not spread over the life of the subscription, but are collected in full during the first three to four months. Not to be confused with paid during service (see definition).

INSTITUTIONAL COPY
Advertising based not on product but on the advertiser’s philosophy, certain services, etc. Sometimes calles "image advertising" – corporate advertising designed to highlight the superiority or desirable characteristics of the advertiser.

INTEGRATED COMMERCIAL
A broadcast advertising message that is delivered as part of the entertainment portion of a program.

INTERIM STATEMENT
Sworn circulation statement of a publisher made quarterly to the A.B.C. at the publisher's option and issued unaudited but subject to audit. A situation that might call for an interim statement would occur when a community served by more than one newspaper loses one of them through consolidation or discontinuance and its circulation is absorbed by the other newspaper.

INTERNATIONAL BUSINESS REPLY SERVICE (IBRS)
An international service available between reciprocating countries for postpaid business reply mail.

INTERNATIONAL MAIL MANUAL (IMM)
The comprehensive U.S. Postal Service guide to rules and regulations for international mailing, including requirements for specific countries.

INTERNATIONAL SURFACE AIR LIFT (ISAL)
A bulk service for printed matter and small packets provided by the U.S. Postal Service. ISAL service is available to approximately 125 countries, but it has a growing number of competitors.

INVENTORY
A fulfillment report that is a computer print-out of all of a magazine’s subscriptions, usually tabulated by expire issue, price, term or source, without individual names and addresses. Used for source analysis and budgeting. Not to be confused with inventories of promotional materials, which should be referred to as "stock".

INVENTORY PROFILE
A series of monthly inventories, summarized by source.

ISA/IPO
Acronym for introductory slotting allowance/introductory pocket offer. A one-time payment made to the retailer for display placement. Publishers have always paid these allowances. Recently, retailers also have asked wholesalers to pay them on some titles that they distribute.

ISLAND AD
Smaller than page size magazine advertisement printed in center of page with editorial material surrounding it.

ISLAND POSITION
Advertising location on page where it is completely surrounded by non-advertising matter, that is by editorial text, editorial illustration and/or margins and gutter.
A broadcast commercial that is scheduled away from any other commercial, with program content before and after; often at premium advertising rates.

ISOLATED 30
A 30-second broadcast commercial that runs by itself and not in combination with any other announcement; usually found only on network television.

ISSUE
All the copies of a newspaper, magazine or publication distributed at the same time and with the same date (date of issue).

ISSUE LIFE
The time during which a publication accrues its total readership. For a weekly, this is generally five weeks; for a monthly, three months.

ITALICS
Slanted variation of a roman typeface, designed to complement the roman face’s letterforms; originally modeled after handwritten script of calligraphy.

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