Glossary

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UNAIDED RECALL
The process of determining whether a person saw or heard a given ad or commercial or brand sometime after exposure with only minimal cueing such as mention of product class (not brand).

UNDER
Broadcast term meaning to hold a particular sound, dialogue, music in the background while something more crucial is being featured up front.

UNDUPLICATED AUDIENCE
The total number of different people who were exposed to an advertisement or campaign through multiple insertions in more than one media vehicle (see Cumulative audience).

UNIT
Advertising unit; the form and context in which an advertisement appears in a media vehicle; for example, full-page, half-page vertical, center spread, black and white, back cover, two colors; thirty-second commercial, ten-second ID, and so on.

UNIT AUDIT
An audited report attesting to the accuracy and validity of the number of units, plants or establishments a publication is serving.

UNIVERSAL POSTAL UNION (UPU)
An international congress that meets every five years to determine terminal dues (see definition) and other matters affecting mail exchanged among various countries.

UNIVERSAL PRODUCT CODE (UPC)
The barcode on products that allows retailers to automatically record the sale of those products. Magazines are assigned a unique number (a "BIPAD", after the Bureau of Independent Publishers and Distributors), which is the last five digits of the UPC. The number allows retail scanners to automatically input a magazine’s price and allows wholesaler equipment to identify the publication sold and process returns.

UNPAID COPIES
Circulation or distribution that is either entirely free or at a price inadequate to qualify them as paid in accordance with established rules.

UNPAID DISTRIBUTION
A term used in the ABC report; reported by averages for the six-month period covered by that report. It is broken into four categories; rotated or occasional; allocated for shows and conventions; checking and promotional copies for advertisers and ad agencies; and miscellaneous, including staff copies.

UP
Broadcast term meaning to increase the volume.

UPFRONT BUYING
Initial purchasing of network television advertising by firms wishing to have optimal selection of available programs; reserving advertising time on network television programs when the seasonal schedule is first announced; this tactic often requires longer schedules and higher prices.

UPPERCASE
Capital letters of a typeface, in contrast to lowercase or small letters.

UPSCALE
A general description of a medium's audience indicating upper socioeconomic class membership.

USAGE LEVEL
Classifying media audiences by the amount of the product or service they use.

USER SESSIONS
From the moment a single visitor logs onto (enters) a web site until logging off (exiting) is considered a user session. During a session, the visitor will typically view several web pages. On SiteNet, visitors spend an average of nine minutes during each user session.

USP
The Unique Selling Proposition of every product advertised – an actual or perceived difference from the competition.