Glossary

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QUALIFIED CIRCULATION
The distribution of a publication that is restricted to individuals who meet certain requirements; for example, member physicians are qualified to receive the Journal of the…

QUALIFIED ISSUE READER
A respondent who qualifies to be interviewed about advertisements in a magazine on the basis of having read the study issue of a magazine. Requirements for such qualification vary: for Starch interviews, readers have merely to claim they looked into the issue when shown the cover; for Gallup & Robinson studies, respondents must prove reading by correctly describing some article when shown the cover and Table of Contents.

QUALIFIED RECIPIENTS
Recipients who receive every issue of the publication and who meet the publisher's definition of recipient qualification whithin a field served.

QUANTITY DISCOUNT
Price allowance for volume purchase (especially of advertising) at one time or within a specified period of time.

QUARK XPRESS
A computer program used to create newspaper pages and advertising electronically.

QUARTER-RUN
One-fourth of the car cards that are required for a full run in transit; a card in every fourth transit system vehicle.

QUARTERFOLD
A printer product which is one-quarter the size of a regular newspaper page.

QUINTILE
The division of any sample of respondents into five equal-sized groups ranging from the heaviest to the lightest amount of exposure to the medium. Samples may also be divided into tertiles, quartiles, deciles, etc.

QUOTA
A predetermined media goal in a market. Goals can be established in £,$...spent, number of spots/ads to be purchased, or GRPs to be achieved. Used as a target for the agency time buyer in implementing a media plan.