GLOSSARY OF TERMS

A

Accordian insert

An ad inserted in a magazine, folded with an accordian-style fold.

Ad copy

The printed text or spoken words in an advertisement.

Advance premium

A premium provided to a consumer, on the condition of some later purchase.

Advertising

A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.

Advertising allowance

Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising.

Advertising budget

Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget.

Advertising plan

An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.

Advertorial

An advertisement that has the appearance of a news article or editorial, in a print publication. See Infomercial, below.

AIDA

Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc.

Ala carte services

Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase.

Animated GIF

an animation created by combining multiple GIF images in one file. The result is multiple images, displayed sequentially, giving the appearance of movement.

Art proof

The artwork for an ad, to be submitted for client approval.

Artwork

The visual components of an ad, not including the typeset text.

Audience

The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material conveyed by that vehicle.

 

B

 

Bandwidth

the transmission rate of a communications line or system, expressed as kilobits per second (kbps) or megabits per second (Mbps) for digital systems; the amount of data that can be transmitted over communications lines in a given time.

Beta

a test version of a product, such as a Web site or software, prior to final release.

Billboard

An outdoor sign or poster; Sponsor identification at the beginning or end of a television show.

Bleed

Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.

Blog

Generic name for any Website featuring regular posts arranged chronologically, typically inviting public comments from readers. Blog postings are generally short and informal, and blog software is generally free and very easy for individual users, making it a popular tool for online diaries as well as more professional publications.

Body copy

The text of a print ad, not including the headline, logo, or subscript material.

Boutique

An agency that provides a limited service, such as one that does creative work but does not provide media planning, research, etc. Usually, this refers to a relatively small company.

Brand development index (BDI)

A comparison of the percent of a brand's sales in a market to the percent of the national population in that same market.

Brand manager

Person who has marketing responsibilities for a specific brand.

Brand name

Name used to distinguish one product from it's competitors. It can apply to a single product, an entire product line, or even a company.

Broadband

an Internet connection that delivers a relatively high bit rate - any bit rate at or above 256 Kbps. Cable modems and DSL all offer broadband connections.

Bulldog edition

An edition of a print publication that is available earlier than other editions. Usually, this is the early edition of a large circulation newspaper.

Business-to-business advertising

Advertising directed to other businesses, rather than to consumers.

 

C

 

Camera-ready art

Artwork that is in sufficiently finished form to be photographed for printing.

Caption

An advertisement's headline; The text accompanying an illustration or photograph.

Circulation

Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster. This term sometimes is used for broadcast, as well, but the term "audience" is used more frequently.

Classified advertising

Print advertising that is limited to certain classes of goods and services, and usually limited in size and content.

Closing date

The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.

Coated stock

Paper with a slick and smooth finish.

Collateral materials

Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered "collateral" to the sales message delivered by the sales person.

Color proof

An early full-color print of a finished advertisement, used to evaluate the ad's final appearance.

Color separation

A full-color ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors.

Column inch

A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.

Communication process

A description or explanation of the chain-of-events involved in communicating information from one party to another.

Comprehensive layout (comp)

A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look.

Consumer advertising

Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer.

Consumer behavior

Study of how people behave when obtaining, using, and disposing of products (and services).

Continuity

Scheduling advertisements to appear at regular intervals over a period of time.

Continuous advertising

Scheduling advertisements to appear regularly, even during times when consumers are not likely to purchase the product or service, so that consumers are constantly reminded of the brand.

Continuous tone art

Where a photograph or other art depicts smooth gradations from one level of gray to another.

Copy

All spoken words or written text in an advertisement.

Corporate advertising campaign

A campaign that promotes a corporation, rather than a product or service sold by that corporation.

Cost efficiency

For a media schedule, refers to the relative balance of effectively meeting reach and frequency goals at the lowest price.

CPA (Cost-per-Action)

cost of advertising based on a visitor taking some specifically defined action in response to an ad. "Actions" include such things as a sales transaction, a customer acquisition, or a click.

CPM  (Cost per thousand)

The cost, per 1000 people reached, of buying advertising space in a given media vehicle.

Creative strategy

An outline of what message should be conveyed, to whom, and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement. Within the context of that assignment, any ad that is then created should conform to that strategy. The written statement of creative strategy is sometimes called a "copy platform."

Creatives

The art directors and copywriters in an ad agency.

Crop

To eliminate or cut off specific portions of a photograph or illustration.

Crop marks

Marks to indicate which portions a photograph or illustration are to be used, and which are to be eliminated.

Cumes (Cumulative audience)

An abbreviation for net cumulative audience. Refers to the number of unduplicated people or homes in a broadcast program's audience within a specified time period. This term is used by A.C. Nielsen. It also is used by many advertising practitioners to refer to the unduplicated audience of a print vehicle, or an entire media schedule.

Cut

An antiquated term that refers to a photograph or illustration.

Cutting

A film editing technique that creates a quick transition from one scene to another.

 

D

 

Dailies

Also called rushes, this refers to unedited film. These are called Dailies because the film typically is viewed from a single day's shooting, even if the final commercial or program will take many days or weeks of shooting.

Deceptive advertising

FTC definition: A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material.

Demographics

Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. See Psychographics, below.

Designated market area (DMA)

A geographic designation, used by A.C. Nielsen, that specifies which counties fall into a specific television market. See also, Area of dominant influence.

Direct mail

Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.

Direct marketing

Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.

Direct response

Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other means of communication. Some practitioners use this as a synonym for Direct Marketing.

Directory advertising

Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek.

Dissolve

Fading from one scene to another in a film or television production.

Double truck

A two-page spread in a print publication, where the ad runs across the middle gutter.

Dummy

A copy (e.g., xerographic duplicate) of an ad, or even blank sheets of paper, provided to a printer or artist as an example of the size, color, or other aspect of the ad to be produced.

 

E

 

Em

A unit of type measurement, based on the "M" character.

E-mail Advertising

banner ads, links or advertiser sponsorships that appear in e-mail newsletters, e-mail marketing campaigns and other commercial e-mail communications. Includes all types of electronic mail (e.g., basic text or HTML-enabled).

E-mail Bounce

An e-mail that cannot be delivered to the mailbox provider and is sent back to the e-mail Service Provider that sent it. A bounce is classified as either “hard” or “soft.” Hard bounces are the failed delivery of e-mail due to a permanent reason, such as a non-existent address. Soft bounces are the failed delivery of e-mail due to a temporary issue, such as a full inbox or an unavailable ISP server.

E-mail campaign

advertising campaign distributed via e-mail.

E-mail Preview Pane

a small window within a mailbox provider that allows the user to view some e-mail content without opening the e-mail.

Envelope stuffer

A direct mail advertisement included with another mailed message (such as a bill).

Eighty-twenty rule

A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers.

Exposure

Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it.

 

F

 

Fairness Doctrine

Until the mid-1980s, a Federal Communications Commission policy that required broadcasters to provide time for opposing viewpoints any time they broadcast an opinion supporting one side of a controversial issue.

FAQ

frequently asked questions.

Focus group interview

A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.

Fold

The line below which a user has to scroll to see content not immediately visible when a Web page loads in a browser. Ads or content displayed “above the fold” are visible without any end-user interaction. Monitor size and resolution determine where on a Web page the fold lies.

Font

A typeface style, such as Helvetica, Times Roman, etc., in a single size. A single font includes all 26 letters, along with punctuation, numbers, and other characters.

Four-color process

A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a full-color print.

Frequency

(1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time period. (2) The position of a television or radio station's broadcast signal within the electromagnetic spectrum.

FTP (File Transfer Protocol)

Internet protocol which facilitates downloading or uploading digital files.

Fulfillment house

A coupon clearing house. A company that receives coupons and manages their accounting, verification and redemption.

Full position

An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.

 

G

 

Gatefold

Double or triple-size pages, generally in magazines, that fold out into a large advertisement.

Green advertising

Advertising that promotes a product or service's ability to help or, more likely, not hurt the environment.

Gross impressions

Total number of unduplicated people or households represented by a given media schedule.

Guerilla Marketing

campaign tactic involving the placement of often humorous brand-related messages in unexpected places either online or in the real world; intended to provoke word-of-mouth and build buzz

Gutter

The inside margins of two pages that face each other in a print publication.

 

H

 

Halftone

A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots.

Hierarchy-of-effects theory

A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a product).

Hit

when users access a Web site, their computer sends a request to the site's server to begin downloading a page. Each element of a requested page (including graphics, text, and interactive items) is recorded by the site's Web server log file as a "hit." If a page containing two graphics is accessed by a user, those hits will be recorded once for the page itself and once for each of the graphics. Webmasters use hits to measure their servers' workload. Because page designs and visit patterns vary from site to site, the number of hits bears no relationship to the number of pages downloaded, and is therefore a poor guide for traffic measurement.

Home page

the page designated as the main point of entry of a Web site (or main page) or the starting point when a browser first connects to the Internet. Typically, it welcomes visitors and introduces the purpose of the site, or the organization sponsoring it, and then provides links to other pages within the site.

Horizontal publications

Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.

House agency

An advertising agency owned and operated by an advertiser, which handles the advertiser's account.

Hyperlink

a clickable link, e.g., on a Web page or within an e-mail, that sends the user to a new URL when activated.

 

I

 

Imprinted product

A promotional product, this is a product with a company logo or advertising message printed on it.

Industrial advertising

A form of business-to-business advertising (see above), this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.

Insert

An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-standing insert, above.

Insertion

Refers to an ad in a print publication.

Insertion order

An agency or advertiser's authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.

International advertising

Advertising a product or service in a country other than where it originates.

 

K

 

Kerning

Spacing between the letters of a word.

 

L

 

Layout

A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad.

Leading

The space between lines of type.

Leave-behind

A premium left with prospective customers by a sales person, to remind them of the product or service being sold.

Letterpress

A printing method that stamps ink onto paper, using raised lettering.

Linage

Refers to the size of an ad, based on the number of lines of type taken up by the ad.

Link

a clickable connection between two Web sites. Formally referred to as a hyperlink.

Line conversion

A high-contrast reproduction of an illustration, where all shading is reduced to either black or white.

List broker

An agent who sells lists of sales prospects.

Lithography

A printing method in which the printing and non-printing areas exist on the same plane, as opposed to a bi-leveled reproduction.

Logotype (logo)

A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.

Lottery

A scheme in which making a required purchase gives a person a chance to win a prize which is awarded at random, usually through an electronic drawing. Lotteries may not be used as promotion devices under U.S. laws.

 

M

 

Market profile

A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.

Marketing mix

The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results.

Master tape

An edited audio tape or video tape to be recorded on quantity prints or dubs.

Mechanical (paste-up)

A finished layout that is photographed for offset printing.

Media plan

A plan designed to select the proper demographics for an advertising campaign through proper media selection.

Media strategy

A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.

Medium (plural, Media)

A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include television, cable television, magazines, radio, billboards, etc.

Micro-sites

multi-page ads accessed via click-through from initial ad. The user stays on the publisher’s Web site, but has access to more information from the advertiser than a display ad allows.

Midroll

Form of online video ad placement where the ad is played during a break in the middle of the content video. See Preroll and Postroll.

MP3

Codec most commonly used for digital music online. Generic term for any digital music file, regardless of codec used to create or play it.

MPEG

the file format that is used to compress and transmit movies or video clips online; standards set by the Motion Picture Exports Group for video media.

N

NAB

National Association of Broadcasters. An association whose membership is largely composed of radio and television stations.

NAD

National Advertising Division of the Council of Better Business Bureaus. This organization serves as a major self-regulatory mechanism for advertising.

NARB

National Advertising Review Board of the Council of Better Business Bureaus. When an alleged problem arises with an advertisement, and a satisfactory solution is not obtained via the NAD, above, the NARB acts in the capacity of an appeals board. It reviews the decision of the NAD, and passes judgment on it.

National brand

A nationally distributed product brand name. May also be distributed regionally or locally.

Negative

Developed film that contains an image that has reversed shadows and light areas.

Newsprint

A soft, course wood pulp paper used in printing newspapers.

Nielsen rating

A measurement of the percentage of U.S. television households tuned to a network program for a minute of its telecast.

 

O

 

Offset lithography

A planographic printing process; A photographic image from a printing plate is transferred to a rubber blanket, which, in turn, transfers or prints the image onto the paper.

Outdoor advertising

Any outdoor sign that publicly promotes a product or service, such as billboards, movie kiosks, etc.

Overlay

A transparent or opaque covering used to protect designs or layouts in the form of separate transparent prints that combine to form a finished design or graphic.

Overrun

Additional numbers of a print vehicle that are produced in excess of those needed for distribution. Overruns may take place to meet unexpected needs or demands.

 

P

 

Package

A combination of programs or commercials offered by a network that is available for purchase by advertisers either singly or as a discounted package deal; A merchandise enclosure or container.

Pantone Matching System (PMS)

A system that precisely characterizes a color, so that a color can be matched, even by different printers. By knowing the Pantone color specifications, a printer does not even need to see a sample of the color in order to match it.

Paste-up

A camera-ready layout of illustrative and type material which is configured in the proper position on paperboard and is used for reproductive purposes.

Pay-per-Click

an advertising pricing model in which advertisers pay agencies and/or media companies based on how many users clicked on an online ad or e-mail message.

Per inquiry

An agreement between a media representative and an advertiser in which all advertising fees are paid based on a percentage of all money received from an advertiser's sales or inquires.

Phantom

An illustration showing the exterior of an object as if it were transparent, while revealing interior detailing.

Photoanimation

A process of creating animation through the use of still photographs.

Photocomposition

A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also referred to as Cold type.

Photoengraving

The process of making letterpress printing plates by photochemical means; A picture printed from a plate made by this process.

Photoplatemaking

A process which converts original art material into printing plates that are required to print ads.

Pica

A unit of measurement for type specification and printing which measures width; 6 picas to one inch; A size of type, 12 points.

Piggyback

A direct mail offer that is included free with another offer; Two commercials which are shown back-to-back by the same sponsor.

Point

A small unit of measurement for type, equal to 1/72 of an inch; A small unit for measuring the thickness of paper, equaling 0.001 inch.

Point-of-Purchase (POP) displays

Advertising display material located at the retail store, usually placed in an area where payment is made, such as a check-out counter.

Positive

A photographic image which appears as the original image, as opposed to a negative which reverses the black and white.

Postroll

form of online video ad placement where the advertisement is played after the content video plays. See Preroll and Midroll.

Preroll

form of online video ad placement where the advertisement is played before the content video plays. See Postroll and Midroll

Preferred position

A position in a printed publication that is thought to attract most reader attention and is sold at a higher rate; for example, the back cover of a magazine.

Production

Process of physically preparing the advertising idea into a print or broadcast advertisement.

Professional advertising

Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers.

Promotion

All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc.

Promotional mix

Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions.

Proof

An impression on paper of type, an engraving or the like, for the purpose of checking the correctness and quality of the material to be printed.

Public relations (PR)

Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product, or idea.

Publicity

A type of public relations in the form of a news item or story which conveys information about a product, service, or idea in the media.

 

Q

 

Qualitative research

A method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups.

Quantitative research

A method of advertising research that emphasizes measurement of incidence of consumer trends within a population.

 

R

 

Rate card

Information cards, provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.

Reach

The estimated number of individuals in the audience of a broadcast that is reached at least once during a specific period of time; Also applies to Outdoor advertising audiences.

Registration marks

Indicator symbols located in the margins of negatives to be used as guides for perfect registration.

Residuals

A sum paid to a performer on a TV or radio commercial each time it is run, and is usually established by AFTRA (American Federation of Television and Radio Artists) or SAG (Screen Actors Guild) contract.

Restricted line

Sales items that are not legally sold in certain geographic areas, or only under special legal restrictions.

Retouching

To alter photographs, artwork, or film to emphasize or introduce desired features and also to eliminate unwanted ones.

Rich media

advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, page take-overs, and tear-backs

ROI (Return on Investment)

Net profit divided by investment.

Rip-o-matic

A very rough rendition of a proposed commercial, composed of images and sounds borrowed (ripped-off) from other commercials or broadcast materials.

Road block

A method of scheduling broadcast commercials to obtain maximum reach by simultaneously showing the identical advertisement on several different stations.

Romance card

Written material that accompanies an advertising specialty, providing information about the product and its background.

Rotogravure

A magazine supplement that is printed by a gravure process, and run on a rotary press. This process is useful for large runs of pictorial effects.

Rough

An unfinished layout of an ad which shows only a general conception to be presented for analysis, criticism, and approval.

 

S

 

Sans-serif type

A typestyle of lettering with no serifs, or cross strokes at the end of main strokes (i.e. - Arial)

Scanners

An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for interpreting documents, invoices, bar-codes, and photos for use in Color separations.

Search engine optimization (SEO)

SEO is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.

Serif type

Short, decorative cross lines or tails at the ends of main strokes in some typefaces, such as Times.

Silk screening

A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and onto the printing surface. Also referred to as Serigraphy.

Skyscraper

a tall, thin online ad unit. The IAB guidelines recommend two sizes of skyscrapers: 120 X 600 and 160 x 600.

Slicks

A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction.

Split run

Two or more different forms of an advertisement which are ran simultaneously in different copies of the same publication, used to test the effectiveness of one advertisement over another to appeal to regional or other specific markets.

Spot color

The technique of coloring for emphasis some areas of basic black-and-white advertisements, usually with a single color.

Spread

Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.

Step-and-repeat

A single image printed repeatedly in a pattern on a single sheet of paper.

Storyboard

A blueprint for a TV or multimedia commercial which is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script.

Strategic planning

Determination of the steps required to reach an objective of achieving the optimum fit between the organization and the marketplace.

Stickiness

a measure used to gauge the effectiveness of a site in retaining individual users. Stickiness is usually measured by the duration of the visit.

Streaming

technology that permits continuous audio and video delivered to a computer from a remote Web site; an Internet data transfer technique that allows the user to see and hear audio and video files. The host or source compresses, then "streams" small packets of information over the Internet to the user, who can access the content as it is received.

Swatch proof

A sample of the material for a promotional product, with the customer's artwork printed on it in the specified colors.

 

T

Tabloid

A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14" high by 12" wide.

Tag line

A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey;  A theme to a campaign.

Target audience

A specified audience or demographic group for which an advertising message is designed

Target market

A group of individuals whom collectively, are intended recipients of an advertiser's message.

Tear sheets

A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion. Also used to check color reproduction of advertisements.

Teaser campaign

An advertising campaign aimed at arousing interest and curiosity for a product.

Thumbnail

A rough, simple, often small sketch used to show the basic layout of an ad.

Trade advertising

Advertising designed to increase sales specifically for retailers and wholesalers.

Trade character

People, characters, and animals that are used in advertising and are identified with the products, e.g. Jolly Green Giant and Tony the Tiger.

Trademark

Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.

Traffic

the number of visits and/or visitors who come to a Web site.

Transparency

A positive, color photographic image on clear film.

Trapping

In commercial printing, the process of adding a slight overlap between adjacent areas of color to avoid gaps caused by registration errors.

Trim size

A size of a magazine or newspaper page after trimming.

Typeface

A designed alphabet with consistent characteristics and attributes.

Type font

Refers to the complete alphabet for a specific typeface.

 

U

URL (Uniform Resource Locator)

the unique identifying address of any particular page on the Web. It contains all the information required to locate a resource, including its protocol (usually HTTP), server domain name (or IP address), file path (directory and name) and format (usually HTML or CGI).

 

V

 

Vertical publications

Publications whose editorial content deals with the interests of a specific industry

Viral marketing

Any advertising that propagates itself; Advertising and/or marketing techniques that "spread" like a virus by getting passed on from consumer to consumer and market to market.

Viral video

Online video clips (typically short and humorous) passed via links from one person to another.

Voiceover (VO)

The technique of using the voice of an unseen speaker during film, slides, or other voice material.

 

W

 

Webcasting

real-time or pre-recorded delivery of a live event’s audio, video, or animation over the Internet.

White space

Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc.

 

X

 

XML (eXtensible Markup Language)

a richer more dynamic successor to HTML utilizing SGML or HTML type tags to structure information. XLM is used for transferring data and creating applications on the Web.

 

Y

 

Yield

the percentage of clicks vs. impressions on an ad within a specific page. Also called ad click rate.