Glossary

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EARNED RATE
Cost of advertising based on advertiser's actual volume and frequency (where these affect the rate) during a contract rate specified in the original agreement.

EDITION
That portion of the total distribution of an issue of a periodical, which is unchanged, except for replate or split-run.

EDITORIAL
1. The non-advertising part of a publication.
2. Article expressing the policy of the publication or the view of the editor.

EFFECTIVE BUYING INCOME (EBI)
A classification developed exclusively by Market Statistics to distinguish it from other sources reporting income data. EBI is defined as personal income less personal tax and non-tax payments, a number often referred to as "disposable" or "after-tax" income. Income and all income-related fields are benchmarked to the Census.
Generally speaking, EBI is a bulk measurement of market potential indicating the ability to buy, and is essential for selecting, comparing and grouping markets. For products that appeal to more specific income classes, marketers should examine data showing the Percentage of Households by EBI Group and the Buying Power Index (BPI).
Personal income is the aggregate of wages and salaries, other labor-related income (such as employer contributions to private pension funds), proprietors' income, rental income (which includes imputed rental income of owner-occupants and non-farm dwellings), dividends paid by corporations, interest income from all sources, and transfer payments (such as pensions and welfare assistance).
Deducted from this total are personal taxes (national, federal, state, and local), non-tax payments (fines, fees, penalties, etc.), and personal contributions to social insurance. According to the governments definitions, the resultant figure is commonly known as "disposable personal income".

EFFECTIVE FREQUENCY
Level or range of audience exposure that provides what an advertiser considers to be the minimal effective level, and no more than this optimal level or range; also called “effective reach”.

EFFECTIVE REACH/FREQUENCY
The reach of a medium or media schedule at a predetermined level of frequency (as opposed to total reach).

EFFORT
Any individual promotion to a subscriber or prospect. A new-business, qualification, renewal or requalification series will comprise several efforts.

EIGHT-SHEET POSTER
A small-scale version of the thirty-sheet poster. Also called junior panel.

ELECTRONIC NEWSPAPER
The use of a home CRT to receive newspaper-type textual material such as news, stock listings, and sports.

EM
Printer’s unit of measurement based on the width of the letter “m”.

EM-DASH
Long dash used to indicate a break in thought.

EM-SPACE
A blank space representing the square of a given point size of type; e.g., in 10-point type, the em measures ten points high and ten points wide.

EN
Printer’s unit of relative measurement, equal to half of a face’s point size.

EN-DASH
Short dash, one en wide, used in place of the words “to” or “through”.

END USERS
The final users or consumers of a product.

ENTER
To put a subscriber name or subscription record on the file. This does not mean “to start service.” (See “Start.”)

ESTABLISHING SHOT
Generally a long shot that features the setting for a TV commercial; it sets the stage for the action to follow.

ETHNIC MEDIA
A catch-all term for those newspapers, magazines, and radio and television stations that direct their editorial and/or language to specific ethnic groups.

EUROCHEQUE
A payment option used widely in Europe. A Eurocheque can be written in most European currencies on a bank that is part of the system.

EUROPEAN ARTICLE NUMBERING (EAN)
The European version of the UPC (see definition) system used at retail in the U.S. and Canada to identify products so that they can be handled by electronic scanning.

EXCHANGE COPY
Complimentary copy sent to other publishers in return for receipt of copy of their publication.

EXCLUSIVITY
Freedom from competing advertising within a given communications medium enjoyed by one advertiser; requires major space or time purchases.

EXPANSION PLAN
An outline of the media to be used and timing thereof for a brand that plans to apply a theoretical national plan to portions of the country subsequent to testing and prior to actual national application. The expansion areas are the geographical units in which the product is to be sold.

EXPIRE(S)
As a verb, what happens when a subscription reaches the end of the period paid for without renewing. As a noun, a subscription or group of subscriptions that run out on a certain date (“the January expires”). Expires can also refer to a list of expired subscribers. Because expires are prime prospects for new offers, expire lists (also called “hold lists”) are valuable commodities.

EXPIRE DROP
A subscription or group of subscriptions removed from the active file when they have expired. Usually, expires receive several “grace copies” (see definition) before being dropped.

EXPOSURE
"Open eyes facing a medium". Practically, however, measurements are based on respondents who either say with assurance that they have looked into a given magazine, or that, after looking at a list of magazines, say that they havelooked into those they checked on the list. In broadcast, those who are sitting in the room while a television or radio program is being broadcast.

EXPOSURE, DEPTH OF
The value credited to an increased number of broadcast commercials or multipage spreads in the form of heightened consciousness of an advertisement. While the audience for such media usage generally does not increase proportionally with the amount of additional investment made, the depth of exposure tends to provide adequate compensation.

EXPOSURE, OPPORTUNITY OF
The degree to which an audience may reasonably be expected to see or heat an advertising message.

EXTENDED TYPE
Wide version of a normal typeface.