Glossary

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VALS
Acronym meaning Values and Lifestyles – a method of segmenting consumer markets based on certain psychographic attributes, into three main groups and nine subgroups.

VCR
Video tape recorder that copies programming off the air.

VEHICLE
A particular component of a media class, e.g., a particular magazine or broadcast program.

VELOX
An image, such as an illustration, logo or photograph, reproduced on light sensitive paper. The image can be enlarged, reduced or copied by either a photographic or digital scanning process.

VERTICAL CUME
In broadcast research, a cumulative rating for two or more programs broadcast on the same day.
The total number of different people who were tuned to successive broadcast programs.

VERTICAL DISCOUNT
Broadcast media discount earned through maintenance of specified frequency during given time period, e.g., six spots per week.

VERTICAL PUBLICATION
A business publication that appeals to a specific trade, industry, business, or profession.

VERTICAL SATURATION
Many broadcast commercial announcements scheduled throghout the course of a single day, generally designed to reach many different people, in an attempt to reach a high percentage of the broadcast audience.

VIDEO
The left side of a television script indicting camera action, scenes and instructions. Also, the visual part of a TV commercial.

VIEWERS PER SET (VPS)
The average number of persons watching or listening to a program in each home.

VOICE OVER
In television advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard. Designated VO in the script.

VOLUME DISCOUNT
A discount given for running a certain volume of space in a publication. An advertiser might use many small insertions to make up the required number of pages.

 

 

 

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