Glossary

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A.B.C.(Audit Bureau of Circulation)
An organization that provides certified statements of net paid circulation of magazines and newspapers, supported jointly by advertisers, agencies, and media.

A.B.P. (Associated Business Publications)
A trade association of business (industrial, trade, and technical) publications.

ACCOUNT EXECUTIVE
Advertising agency representative who is the service and contact person for a specific client account or accounts; performs all supervision and liaison work between client and agency services. 

ACCUMULATION
A method of counting audiences wherein each person exposed to a vehicle is counted once, either in a given time period such as four weeks for broadcast, or for one issue in print.

ACROSS THE BOARD
A program that is broadcast at the same time period every day (see Strip). 

ADDRESSES
Details of postal addresses along with telephone, fax, ISDN, e-mail and personnel contacts, are given for the publisher´s address, followed by similar details for other offices associated with the publication.

ADDS
New names added to the circulation file.

ADJACENCY
A program or a commercial announcement that is adjacent to another either preceding or following, on the same station. 

ADNORM
A term used by Daniel Starch & Associates to indicate readership averages by publication, by space size and color, and by type of product for ads studied by Starch in a two-year period. It is used to provide a standard of comparison for individual ads against averages of similar types of ads.

ADVANCE RENEWAL
Generally, a renewal generated by a promotional effort that goes out well in advance of the rest of the renewal promotional series. Some advance or early renewals come in unsolicited.

ADVERTISER´S COPY
Courtesy checking copy sent free to advertiser´s by publisher and reported in audit to arrive at a total distribution.

ADVERTISING ALLOWANCE
Money paid under contract by the manufacturer or his representative to a wholesaler or a retailer for the express purpose of being spent to advertise a specified product, brand, or line. Usually used for consumer advertising.

ADVERTISING CHECKING BUREAU
An organization which verifies publication of advertisements.

ADVERTISING APPROPRIATION
A company´s estimated dollar,franc... for an advertising effort of a short-term flight, seasonal campaign and/or total marketing year. Usually reflects general categories for media, production, promotion, and reserve and is based on projected business volume.

ADVERTISING CHECKING BUREAU (ACB)
A service organization that supplies advertisers and agencies with tearsheets of advertisements run in publications and with other information, in order that client and competitor advertising impact can be assessed.

ADVERTISING IMPRESSION
One person or home exposed to a single advertisement: on a gross basis, the sum of all impressions to the ads in a schedule. This includes duplication, for some of those exposed may be exposed more than once. In some instances, advertising impression refers to those persons or homes that are exposed to a media vehicle (magazine, television show, etc.) and is developed by multiplying the audience of each vehicle (on a household or person basis) by the number of advertisements or commercials carried by each vehicle and obtaining the total. In other cases, it refers to the number of persons or homes exposed to an advertisement or commercial within the carrier. In these cases, data on ad/commercial exposure are applied to the carrier audiences.

ADVERTISING PAGE EXPOSURE (APX)
A measurement of physical opportunity to observe a print ad. Defined as the act of opening a spread of facing pages wide enough to glance at any advertising.

ADVERTISING WEIGHT
The amount of advertising planned for, or used by, a brand. Although it is not limited to a particular measurement, it is most frequently stated in terms of the number of messages or impression delivered or broadcasts/insertions placed over a period of time.

AFFILIATE
A broadcast station that grants a network an option of specific times for broadcasting network programming in return for compensation. 

AGATE LINE (usually simplified to Line)
A unit of space by which newspaper and other print advertising space is sold. One agate line represents a space 1 column wide and 1.8 mm high.

AGENCY COMMISION
This is the discount given by the publisher to recognised advertising agencies or publishers, expressed as a percentage. It is normally conditional on the supply of artwork to required specifications.

AGENCY OF RECORD
Advertising agency that coordinates an advertiser s promotion of several products handled by more than a single agency (see Blanket contract).

AGENCY RECOGNITION
Acknowledgment by media owners that certain advertising agencies are good credit risks and/or fulfill certain requirements, thus qualifying for a commission.

AGENT-SOLD SUBS
Paid subscriptions sold by commissionable, outside agencies.

AIR CHECK
Recording a broadcast to serve as an archival or file copy.

ALIGNMENT
Designates ends of lines of type as: flush right or left, justified, centered.

ALLOTMENT
In single-copy sales, the term generally used in referring to the number of copies of an issue scheduled to be shipped to a wholesaler. Sometimes also used to refer to the number of copies shipped to a retailer, although the more common term for this is "draw" .

ALTERNATE SOURCE
Any subscription source other than direct mail.

ALTERNATE SPONSORSHIP
Two advertisers who sponsor a single program - one advertiser sponsors one week and the other sponsors the alternate week (see Crossplugs).

AM PAPER
Morning newspaper.

ANCILLARY PRODUCTS
Any non-magazine product or service sold by a publisher. As database marketing is becoming more common, "ancillary" is becoming a misnomer. (See "Brand Extensions" ) Increasingly, magazines are only one of many information media or vehicles being sold by historically magazine-driven companies. In some companies, non-magazine media and spin-off products contribute as much or more revenue as magazines.

ANGLE
An approach to a story; the perspective in which it is viewed.

ANIMATIC
A TV storyboard filmed in such a way that it resembles a regular commercial. Often used for test purposes. Illusion of motion is achieved through such camera usages as pans, zooms and dissolves.

ANNOUNCEMENT
An advertising message that is broadcast between programm (see Station break, Participation, Billboard), or an advertisement within a syndicated program or feature film; any broadcast commercial regardless of time length, within or between programs, that presents an advertiser´s message or a public service message.

ANNUAL REBATE
See Rebate.

AO
One of the classifications of international mail, referring to the French autres objects (other objects). AO mail includes regular printed matter, books, sheet music, matter for the blind, small packets and periodicals.

AP
Associated Press

ARB
American Research Bureau. One of several national firms engaged in radio and television research; the founder of Arbitron ratings.

AREA OF DOMINANT INFLUENCE (ADI)
(1)An exclusive cluster of counties in which the originating or home market section reflects the largest share of total viewing hours.
(2)Arbitron measurement area that comprises those countries in which stations of a single originating market account for a greater share of the viewing households than those from any other market; similar to Nielsen´s Designated Market Area. 

AREA GUIDE
It is specially arranged for regional clients with fixed budgets who wish to advertise their products and services.

ARREARS
See "Grace Copies" 

ART
The whole visual  presentation of the commercial or advertisement including how the words in the ad are arranged, what size and style of type are used, whether photos or illustrations should be used and, if so, how they should be organized, etc. Art also refers to what style of photography or illustration is employed, how color is used, and how these elements are arranged in an ad and relate to one another in size and proportion.

ART WORK
Materials, other than type, prepared for reproduction; for example, photographs, illustrations, diagrams, charts and graphs.

ASCENDER
A stroke of a lowercase letter that rises above the body of the letter (as in b, d, f, h, k, l, and t); also called the x-height. 

ASSIGNMENT
A reporting mission. 

ASSOCIATION/CO-OP
Bonafide associations are eligible for an association rate. Associations must provide a payment guarantee letter (listing all of the dealers in the association, names, titles and responsabilities of all association officers, and billing address of the association) and a copy of the association´s state charter. Rate applies to qualifying multiple dealer listings.
The Co-Op Action Plan (CAP) allows suppliers and retailers to share the cost of advertising.

ATTACHED RENEWAL
A renewal promotion mailed with the magazine, usually in a polybag, and in place of a first direct mail effort. Attached renewals involve polybag costs and a slight additional periodicals class postage charge, but these costs are significantly lower than standard A (formerly third) class postage. Moreover, an attached renewal may pull as well or better than a direct mail effort.

AUDIENCE
The number of people or households who are exposed to a medium. Exposure measurements indicate nothing about whether audiences saw, heard, or read either the advertisements or editorial contents of the medium.

AUDIENCE ACCUMULATION
The total net audience exposed to repeated periodical, outdoor, television, or radio advertising.

AUDIENCE COMPOSITION
Audience analysis expressed in demographic terms or other characteristics.

AUDIENCE DUPLICATION
In broadcast, a measurement of the number of listeners or viewers reached by two or more programs, or by the same program over repeated telecasts, sponsored by the same advertiser. In print, the measurement of the overlap of potential exposure between different issues of the same magazine or among issues of different magazines.

AUDIENCE FLOW
The movement of a broadcast audience´s attention from one station to another when the program changes, measured against the audience that stays tuned to the same station or network to view the new program (see Holdover audience).

AUDIENCE, PASS-ALONG
Individuals other than addressees who are exposed to some part of the content of a publication.

AUDIENCE, POTENTIAL
In broadcasting, the number of sets in use in the time period to be studied, or the number of set owners. In print, the total audience of an issue.

AUDIENCE, PRIMARY
Individuals for whom a magazine is edited and who are exposed to some part of the content, and who receive it first in order of time.

AUDIENCE PROFILE
The characteristics of the people who make up the audience of a magazine, TV show, newspaper, radio show, etc., in terms of age, family size, location, education, income, and other factors.

AUDIENCE TURNOVER
That part of a broadcast audience that changes over time (see Audience flow).

AUDIMETER
A.C. Nielsen Company´s automtic device attached to radio or television receiving sets that records usage and station information (see People meter).

AUDIO
The right side of a script for a TV commercial which indicates sound effects, spoken copy and music. Also, the spoken dialogue or copy in broadcast advertising.

AUDIT
A formal unbiased check particularly of circulation of advertising media such as by the Audited Bureau of Circulations or Business Publications Audit of circulation.

AUDIT BUREAU OF CIRCULATIONS (ABC)
An independent, non-profit organization of advertisers, agencies and the publishers which provides verified audits or the circulations of business publications, general magazines and newspapers.

AUDIT REPORT (White Audit)
Official document issued by the A.B.C. detailing its findings as a result of an audit. (Printed on white paper to diferentiate it from semiannual publisher´s statements printed on colored paper.) Audit reports are issued annually covering the twelve-month period of the two previous publisher´s statements. If the auditor´s findings differ from the information in the publisher´s statements, the discrepancies are reported and explained in the audit report.

AUTOMATIC RENEWAL
See Continous Service..

AVAILABILITY
A broadcast time period that is open for reservation by an advertiser in response to an advertiser´ s or agency´ s initial inquiry (slang "avail). 

AVERAGE AUDIENCE (AA)
In broadcasting, the number of homes/persons tuned in to a TV program for an average minute (a Nielsen network TV measurement). In print, the number of persons who looked into an average issue of a publication.

AVERAGE EXPOSURE
The average (mean) number of times that each audience member has been exposed to an advertisement. 

AVERAGE FREQUENCY
The number of times the average home (or person) reached by a media schedule is exposed to the schedule. This is measured over a specific period of time, e.g., four weeks in broadcast media.

AVERAGE NET PAID
Average paid circulation per issue arrived at by dividing total circulation of all issues during audit period by number of issues for the audit period.

AVERAGE PAID
Average circulation, qualified as paid circulation, of all the issues arrived at by dividing the total of all the paid copies during the period by the total number of issues. 

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