Glossary

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T.F.
1. Till forbid; instructions to run an advertisement until notice is given to stop.
2. To fill; instructions to set copy submitted in size of type to fill space indicated in layout.
3. To follow; instruction that copy is still to come.

TABLOID
Format of newspaper or business paper, smaller than regular newspaper.

TAG
Dealer identification, usually added to the end of a broadcast commercial announcement to indicate where the product or service being advertised can be purchased in the local market.

TAKE
A completed scene in a TV commercial.

TARGET AUDIENCE
The desired or intended audience for advertising as described or determined by the advertiser. Usually defined in terms of specific demographic (age, sex, income, etc.), purchase, or ownership characteristics.

TARGET GROUP
Those persons to whom a campaign is directed; those individuals with similar characteristics who are prospects for a product or service; also called "consumer profile".

TARGET MARKET
The geographic area or areas to which a campaign is directed; the areas where a product is being sold or introduced; also called "market profile".

TARGET PROFILE
A demographic description of the target groups, often including the geographic target markets.

TEAR SHEETS
Pages upon which an advertisement appears, torn or cut out of publications, used to serve as proffs of insertion, for study of advertisements, etc.

TEASER
An advertisement that precedes the major portion of an advertising campaign, intended to build curiosity.

TELEMARKETING
Selling subscriptions by telephone solicitation, or by getting the prospect to respond by phone to a DRTV (see definition) or other sub promotion.

TELL-ALL COPY
Advertising technique that gives all operational data and information necessary for making a decision to purchase, used especially in business paper advertising.

TELL'N'SELL
Is a telephone message and answering service for private party and commercial classified advertisers.

TEN
Slang for a ten-second broadcast commercial announcement.

TERMINAL DUES
The fees postal administrations of various countries pay one another for handling international mail.

TERRITORIAL DISTRIBUTION
Break-down of circulation required by zones/states/regions...

TEST MARKET
A given marketing area, usually a metropolitan census region, in which a market test is conducted. Sometimes used as a verb to refer to introduction of a new product.

TEST MARKET TRANSLATION
The use of local media that are available in a specific market to replace the national media included in a brand's national plan. The theoretical national plan must be reproduced as carefully and as accurately as possible in the test market since sales results will be used by company management to determine whether or not the product should be expanded to national distribution.

THIRTY
Slang for a 30-second broadcast commercial announcement.

THROUGH-THE-BOOK
A technique of determining a print medium's audience size by having respondents go through a stripped-down issue with an interviewer to learn which articles are most interesting. After this preliminary examination, respondents are asked whether they are sure they looked into the magazine. Only those who answer positively are counted as readers.

THROWAWAYS
Free shopping newspapers.

THUMBNAIL SKETCH
A small, loose pencial sketch, perhaps 1/8 to ¼ the size of the actual ad, used in the early stages of print ad development to try out ideas.

TIE-IN
Advertisement run by retail outlets in a newspaper referring to or associating with another ad in the same newspaper. Tie-ins are paid for by the retail outlets running them.

TILL FORBIDDEN (TF)
A newspaper insertion order abbreviation; run the advertisement until told to stop.

TILT
Vertical mouvement of camera head, up or down, from a fixed pivot.

TIME BUYER
The person who is responsible for purchasing advertising on radio and television (see Media buyer).

TIME DISCOUNT
Discount given to an advertiser for the frequency or regularity with which he/she inserts advertisements in a publication; compare quantity discount.

TIME PERIOD RATING (TPR)
The rating for a particular broadcast time period, regardless of the programm that was broadcast during that slot.

TIME SHEET
A form used by a time buyer to keep track of the data on a media buy; also called a "buy sheet": the form used to keep track of how advertising agency personnel use their time, for application in billing purposes.

TIP-IN
An insert or single sheet fastened by a hinge instead of a wraparound in a bound book or periodical; a page fastened in a book, periodical, or brochure by a thin strip of paste on the inside edge of the separately produced page.

TITLE
This is the name of the publication as it appears on its bannerhead.

TMC
Total Market Coverage. The blanket distribution of a publication to both paid and non-paid subscribers by geographic areas or selected groups. Distributed by carrier or other available sources.

TO BE ANNOUNCED (TBA)
Used as a notification in broadcast program schedules.

TOTAL AUDIENCE
The number of all the different homes or individuals who are tuned to a broadcast program for six minutes or longer.

TOTAL AUDIENCE RATING
The sum of all exposures to several issues of the same publication or several issuesof different publications.

TOTAL NET PAID
Total of all classes of a publication's circulation for which the ultimate purchasers have paid in accordance with the standards set by the rules; includes single copy sales, mail subscriptions and specials; reported "including bulk" and excluding "bulk".

TOTAL PAID
Total of all classes of a publication's distribution for which the purchasers have paid in accordance with the standards set by the rules.

TRACEABLE EXPENDITURES
Published reports on advertising expenditures by media for different advertisers. Currently, traceable expenditures are available for consumer magazines, farm publications, supplements, newspapers, spot TV, network TV (gross time only), and outdoor.

TRADE ADVERTISING
Advertisements of consumer items directed to wholesalers and retailers in the distribution channel.

TRADE CHARACTER
Distinctive people, cartoon characters, animals, puppets, etc. used throughout a company's or product promotion. May or may not be used as a trademark.

TRADE PAPER
Publication covering the commercial activities of wholesale and retail outlets, but many reach the sales departments of manufacturers. Trade papers include all publications that offer a manufacturer the opportunity to reach those who will sell the product for him, either from the standpoint of the retail or wholesale level.

TRADE PUBLICATION
Serving a specifically definable industrial, business, service or professional audience.

TRADING AREA
The area surrounding a city set up by the Audit Bureau of Circulations whose residents would normally be expected to use the city as their trading center.

TRAFFIC AUDIT BUREAU (T.A.B.)
An organization sponsored by outdoor advertising plants, advertising companies, and national advertisers for the purpose of authenticating circulation as related to outdoor advertising.

TRAFFIC ACCOUNT
The number of persons who pass an outdoor panel location.

TRAFFIC COUNT
The evaluation of outdoor poster circulation by an actual count of traffic passing the poster.

TRAFFIC PATTERN
Comparisons of customer count to establish averages. How customers behave as to shopping time, hour of day, day of week, frequency.

TRANSIENT RATE
Same as one-time rate in buying space.

TRANSIT ADVERTISING
Advertising on transportation vehicles such as buses, subways, street cars, etc. Uses poster-type ads.

TRIM SIZE
The final magazine page size, after it is trimmed.

TRUCKING SHOT
Camera moves alongside object being photographed; such as in automotive commercials, where camera is often mounted in a track.

TRULINE RATE
A rate concept sometimes used at the local level. It is computed by multiplying the agate line rate by 1'000'000 circulation and dividing it by the retail trading zone circulation.

TURNOVER
The ratio of a weekly rating to a four-week reach. This ratio serves as an indication of the relative degree to which the audience of a program changes. The greater the turnover in the audience, the higher the ratio.

TWENTY
Slang for a 20-second broadcast commercial announcement also called a "chain break" or "station break".

TWO-COLOR PROCESS
Reproduction process from two plates printed in constrasting colors giving a full-color effect.

TWO-PAGES FACING
Two advertising pages opposite one another without printing in the gutter space between them.

TWO-PAGE SPREAD
A single print advertisement that crosses two facing pages; also called "double spread" or "double truck" (see Center spread and double truck).

TYPOGRAPHY
Everything concerned with the setting of type in a print message.