Termeni advertising Accordian insert Adjacencies Advertising page exposure Advertorial An advertisement that is inserted in a magazine, with a fold

resembling an accordion. Spatiu publicitar intre programele de televiziune. Time periods immediately before and after a television program, normally used as a commercial break between programs. Number of times a reader is exposed to a particular print advertisement, regardless of if they look at the ad. Advertorial = advertisement + editorial An advertorial is an advertisement written in the form of an objective article, and presented in a printed publicationusually designed in the style of that magazine, in the hope of conferring the magazines values upon the product or service. Revelation of information in an advertisement, required by the authority, that may not be desired by the advertiser, such as admission of limitation of the product. Cigarette warnings are the most common example of this. A standard unit of measure used to calculate the cost of advertising space, used especially for classified advertisements; one column-inch is divided into 14 agate lines. The date scheduled for a radio or television broadcast Version presented to the client for optical approval, after which it is corrected for color, quality, and synchronization, and a final print is made. Diary for recording television viewing habits: a diary kept by selected audience members to record which television programs they watched, used as a means of calculating television program ratings. Running more than one commercial, with one following immediately after another. An advertisement for a product at an extremely low price to encourage consumers to come to the store or visit online when the company does not plan on selling the item. Instead, a similar, more expensive item is offered in its place. When Text or graphics extend all the way to the edge of the page, leaving no margin. Bleeds are used in publishing for graphical effect. A printed card "blown" into a publication and, therefore, loose rather than bound to the publication. Most blow-in cards are used to solicit subscriptions to the publications into which they are inserted. A reproduction of the material submitted for printing. It allows a final opportunity to detect errors and make minor corrections. additional TV or radio spot provided to an advertiser at no charge, as part of an advertising package Break-Even = The point at which total revenue is equal to total cost. to print an advertisement across the centre of a double-page spread in a magazine a standardized calendar used for the planning and purchase of radio and television programs and advertising. The week starts on a Monday and ends on a Sunday. a sizable sheet of paper printed on one side, with advertising (afis) Edition of a daily morning newspaper that is distributed and sold at newsstands the night before the date it bears. Placing an ad between other ads in a print publication, so that readers are less likely to see it. "An order issued to an advertiser to stop (cease) running a deceptive or unfair advertisement, campaign, and not to take it up again later (desist). ntrerupere de emisiune, mesaj publicitar inserat n pauz. A pause for station identification, and commercials, during a network telecast. Clay + animation Tehnic de animaie imagine cu imagine, care utilizeaz personaje modelate n plastelin or alte aluaturi; (ex. Chicken Run - 2000). An animation method that uses clay figurines. Date all advertising must be ordered/reserved in a particular publication or broadcast media outlet in order to secure the requested dates, times and/or positions

Affirmative disclosure Agate Line Air date Answer print Audilog Back to back Bait advertising Bleed Blow-in card Blueline Bonus spot Break position Bridge Broadcast calendar Broadside Bulldog edition Buried Position Cease And Desist Order Chain break Claymation Closing date

Collectibles Column Inch Combination rate Competitive parity Controlled circulation Cooperative advertising Corrective advertising Cost per inquiry Counter advertising Crop marks

The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot. object valued by collectors A type of premium that consumers may desire to have as a part of a greater collection of similar goods. =one column wide by one inch high (14 agate lines). A unit of measurement for advertising space. Reduced rate offered to advertisers for placing advertising in two or more publications owned by the same publisher (a package deal) A method of determining an advertising budget based on the amounts spent by competitors. the idea is that one should spend as much (or as little) as one's competitor on advertising. Free distribution of a publication to readers with special qualifications, individuals that have the ability to purchase or influence the purchase of products and services advertised in the publication. Co-op program. A system that allows two parties (often a producer and a distributor - because of their shared interest in selling the product) to share advertising costs. messages within advertisements launched by a company for the purpose of correcting consumers' mistaken impressions created by its previous advertising." The cost of getting one person to inquire (ask) about your product or service. This term is used in direct response advertising. The advertisement cost us $1000. As a result, we had 200 calls from customers, so CPI was $5 advertising aimed as a reply to a competitors advertisements lines drawn on an image or a page (or on a transparent overlay attached) that indicate where to cut (may be drawn on manually or automatically) Abreviere pentru audienta cumulativa neta. termen de analiz a audienei totale pentru prima oar (telespectatorii care vd filmul sau programul de mai multe ori sunt luai n calcul o singur dat); net cumulative audience. the number of people reached by an advertisement at least once over a period of time To intrude or interrupt. a local announcement inserted into a network program It stands for Defining Advertising Goals for Measured Advertising Results (acronym). The process involves setting specific, measurable objectives for an ad campaign to determine if specific objectives were met. a gradual transition from one scene to the next. fade out then fade in Two facing pages used for a single, unbroken advertisement or editorial. Also called a two-page spread and usually incorporating the gutter Used in radio, this refers to morning and afternoon times when consumers are driving to and from work. A discounted media rate, based on volume or frequency of media placement. A unit of measurement used in the field of typography, based on the ""M"" character. This unit defines the proportion of the letter width and height. (also called envelope enclosure) An advertising material which is mailed in an envelope with another mailed message (such as a bill), used to present products or services = expunere. Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it. In outdoor advertising this refers to the number of billboards at a location facing the same direction. In marketing, it refers to the number of units facing the shopper on a shelf in the stores. Right of first refusal (ROFR or RFR) is a contractual right that gives its holder the option to enter a business transaction with the owner of something, according to specified terms, before the owner is entitled to enter into that transaction with a third party. A guaranteed position for an advertisement in a specific location in a publication, or running a commercial at a fixed time of day. A method of determining an advertising budget, which is based directly on the number of units sold. Linear rate - a fixed media rate

Cumes

Cut-in Dagmar Dissolve Double truck Drive time Earned rate Em Envelope stuffer Exposure Facing

First refusal Fixed position Fixed-sum-perunit method Flat rate

Flighting Fringe time Full position Galley proof Gatefold Grid card Gross impressions Guarantee Gutter

Heavy-up

Hiatus Holding power Holdover audience Horizontal discount Horizontal publications Hot composition House organ Inquiries Intaglio

A media schedule that involves more advertising at certain times and less advertising during other time periods. See Continuity; Pulsing. TV time around prime time where there is usually more availability. Period that precedes or follows prime time. a print advertisement surrounded by reading (editorial) matter, making it more likely consumers will read the ad. A copy of the text of a publication before it has been arranged in page formats An oversize page in a book or magazine that is folded in to be the same size. It must be unfolded or "opened" to be read. Often attached to the inside front cover of a magazine. lists rates on a grid, aligning the specific time periods advertisement and the corresponding price. the total number of people who have seen an advertisement, multiplied by the number of times it has been run. "I vouch for the quality of my products". A written assurance that some product or service will be provided or will meet certain specifications the area where the two pages meet in a publication. It can be left blank or can be printed across to form a Double truck (double-page spread). a high concentration of advertising for a short period of time in a media schedule. If an advertiser's product is more likely to be used at one specific time than at another, the advertiser may choose to heavy-up the advertising for that time period. For example, a candy manufacturer may opt for heavy-up advertising during the two weeks prior to Halloween. Break, gap In television: a break of at least several weeks of a television program (during a season or between seasons). In marketing: a period during a campaign when an advertisers schedule is suspended for a time. Ability of a radio or television program to keep the audience from switching the channel or station, expressed as the percentage of total audience. Percent of a radio or television program audience who listened to or watched two programs in a row. Also called Inherited audience. A discount on a media purchase resulting from a promise to advertise over an extended period of time. Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries. !!! diferit de Vertical publications = "Publications whose editorial content deals with the interests of a specific industry A method of typesetting that involve pouring hot molten metal into molds for different type fonts." a magazine published by a company in order to promote that company's products a request for information about a product A form of printing: the lines of the image are incised, or cut, into a metal plate (matrix). Ink is applied, the remaining ink is removed, and the plate is ready for printing. The plate and a paper are run through a printing press that, through pressure, transfers the ink from the incisions of the plate to the paper, resulting in a raised print surface. An exhibition stand separated from others. OR A print advertisement surrounded completely by editorial and often time found in the center of a page. mixture of products for sale: a display of several different products arranged together for sale the adjustment of the space between individual printed characters alter its fit or to give a neater appearance Letterpress puts a bite into the paper; is a relief printing process where raised inked surfaces are pressed against paper to transfer images The number of lines of printed or written material. used to calculate how much the writer is paid Preul de baz al anunului publicitar aplicabil anuntorilor locali (local advertising), spre deosebire de tarifele negociate n campaniile de anvergur naional (national advertising);

Island display Jumble display Kerning Letterpress printing Linage Local rate

Loss leader Makegood Master tape Matte shot Media concentration theory Media dominance theory Milline rate

An advertising rate charged to a local advertiser by local media and publications An article of merchandise sold at a loss in order to attract customers An advertisement placed again in a magazine or newspaper free of charge, because a mistake was made in it when it was previously published (such as in the wrong position or one that contained an error caused by the publisher.) the process of combining separately photographed shots onto one print, usually used to create special effects such as combining a cartoon character with a human actor Technique of scheduling media that involves buying space in one medium only and developing strength through concentration. Technique of scheduling media that involves buying a large amount of space in one medium, and shifting to another medium after achieving optimum coverage and frequency. used to determine Measure of the cost effectiveness of a particular newspaper or magazine as an advertising vehicle. Formula: Cost of advertising space per agate line x 1,000,000 circulation The transmission of data to a specific group of audience. Example: Cable television (since the cable TV signals are sent only to homes that have subscribed to the cable service), magazines, radio stations. Perhaps the best example are electronic mailing lists where messages are sent only to individuals who subscribe to the list. Opposite of broadcasting. In-packitem enclosed in a products packaging; On-packan item attached to, the exterior of a product's packaging. Near-packan item offered free or for a discounted price with the purchase of another product, positioned near the product A test of recollection among viewers of a commercial or program during real time broadcast of the tested communication. (1) Time left at the end of a commercial or program which is provided for the use of local advertising or station identification. (2) A radio or television program with no specific time to end. Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home: in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue) n audiometrie datele de audien disponibile a doua zi pentru difuzrile din ajun, combinate de agenia Nielsen pentru cele mai importante 25 de piee; Next-day television ratings: television rating estimates available within one day of a broadcast and derived from households with television metering devices (1) excess of cost over budget (2) to print more copies than needed for distribution of a publication. Overruns may take place to meet unexpected needs or demands. (3) of a broadcast, to take more time than the allotted slot Anunturi facute in timpul unei emisiuni, spre deosebire de cele facute in pauzele dintre emisiuni. (2) Un anunt sau spatiu de difuzare care este impartit de diversi advertiseri. Announcements made inside the context of a program as opposed to those shown during station breaks. (2) An announcement or amount of broadcasting time which is shared by several advertisers. reader who did not buy publication. A reader which becomes familiar with a publication without the purchase of a publication. These readers are taken into account when calculating the total number of readers of a publication. 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. An illustration showing the exterior of an object as if it were transparent, while revealing interior detailing. A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or client. An ad layout in which the picture is placed at the top of the page, and the copy is placed below. (1) A direct mail offer that is included free with another offer. (2) Two

Narrowcasting

Near-pack On-air tests Open end Out-of-home advertising

Overnights

Overrun

Participation

Pass-along readers Per inquiry Phantom Photoboards Picture window Piggyback

Preemptible rate

Pre-emption

Preferred position

Private brand

Progressive proofs (Progs) Puffery (Puffing)

Rating point

Remnant space

Renewal rate Residuals

Road block

Roll out

Romance card Rotoscoping Rough cut Run-of-press

commercials which are shown back-to-back by the same sponsor. discounted rate for commercial time which is sold to an advertiser and is not guaranteed. Time may be sold to another advertiser who is willing to pay more; therefore, the advertiser buying this rate gambles to save money on the spot. A system of buying TV airtime in an auction. Under this system, airtime can be sold at any one of a number of quoted rates for a given commercial break or time segment. The buyer will elect which rate he wishes to pay for a spot but he can lose the spot if "pre-empted" by another buyer subsequently willing to pay more for the spot unless he is prepared to raise his stake. The theory behind this system is that the final cost will be governed by demand. Also the right of a station or network to cancel a regular programme to run a special programme or news. O pozitie intr-o publicatie despre care se crede ca atrage atentia majoritatii cititorilor si care este vanduta la o rata mai mare, de exemplu, coperta din spate a unei reviste 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. Un brand detinut de un wholesaler sau retailer, numit si si eticheta personala. Vezi Manufacturer's Brand A brand owned by a wholesaler or retailer; also called a private label. See Manufacturer's Brand. Set de urme facute in timpul procesului de printare in 3 culori, care arata fiecare culoare separat si in combinatii. Numita si Color proofs Set of proofs made during the four-color printing process which shows each color plate separately and in combination. Also referred to as Color proofs. O practica legitima de a face evidente afirmatiile exagerate din advertising,e.g "cleaner than clean". The legitimate practice of making obviously exaggerated claims in advertising, eg. "cleaner than clean Puncte de rating reprezinta procentul din totalul impresiilor audientei tinta disponibila, care este reusit de catre un mijloc de media. Rating points represent the percent of the total available target audience impressions that are delivered by a media vehicle. Spatiu dintr-o publicatie, aflat la reducere, care este vandut pentru a ajuta la completarea editiilor regionale ale publicatiei. Discounted magazine space which is sold to help fill regional editions of the publication. Procentajul de indivizi care isi reinnoiesc abonamentele la printuri media care se exind peste data de expiarare. The percentage of individuals that renew their print media subscriptions to extend beyond the previous expiration date A payment to performers, directors, or writers when their filmed work is shown again, especially on television O metoda de stabilire a unui program pentru reclame pentru a obtine audienta maxima prin difuzarea simultana a aceleiasi reclame pe mai multe posturi A method of scheduling broadcast commercials to obtain maximum reach by simultaneously showing the identical advertisement on several different stations Lansarea unui nou produs intr-o regiune pe criteriul alegerii unei singure regiuni, in opozitie cu lansarea la ni vel national. Aceasta are scopul de a minimiza riscul si de a reduce investitia in productie si marketing. Vezi National Introduction; New Product Development. The launch of a new product on a region by region basis as opposed to a national introduction; the rollout is intended to minimise the risk and to reduce the investment in production and marketing. See National Introduction; New Product Development. Written material that accompanies an advertising specialty, providing information about the product and its background. Procesul de a folosi personaje vii sau animate intr-un advertisement. The process of using live and animated characters within an advertisement. Approximate measure used for estimating the soundness of a quantity. Optiunea unui editor de ziar de a plasa un ad oriunde aleg in publicatie, in

(ROP)

Scene setting

Seasonal rating adjustaments Self-mailer Shelf screamers (self takers) Short rate Simulcast Slicks

opozitie cu Preferred position. Numita si Run-of paper A newspaper publisher's option to place an ad anywhere in the publication that they choose, as opposed to Preferred position. Also referred to as Run-of paper. Procesul de folosire a unor sunete realiste pentru a stimula zgomote pe fundal in timpul productiei radio, cum ar fi claxoane, sirene, raseste inregistrate, etc The process of using realistic sounds to stimulate noise in backgrounds during radio production such as car horns, sirens, recorded laughter, etc. In media(radio si tv), modificarile de rating care reflecta schimbarile dintrun, e.g. starea vremii si vacantele. In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays. Postcard-like direct mail piece that can be mailed as it is, without the need for an envelope or wrapper Un mesaj de advetising printat care este agatat pe marginea unui raft dintr-o magazin, ex. "On Special," or "Sale item." A printed advertising message which is hung over the edge of a retail store shelf, e.g. "On Special," or "Sale item." A program that is broadcast simultaneously on both television and radio, on multiple channels, or in multiple languages O dovada a unui ad, de calitate exceptionala, printata pe hartie lucioasa si care este potrivit pentru reproducere. A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction. Un produs monstra, promotional, cu marca potentialului cumparator , produs in speranta ca clientul il va cumpara. A sample promotional product, with the prospective buyer's imprint on it, produced with the hope that the customer will purchase it. Gradul in care o media este receptata intr-o tara straina mai mult decat in tara de origine. The degree to which advertising media are seen in countries other than the country of origin. Are loc atunci and rulezi o reclama in distributia unui mijloc media si alta reclama, de obicei pentru aceeasi companie, la sfarsitul distributiei. Adesea folosit in advertising-ul cu raspuns direct pentru a testa eficacitatea a 2 oferte diferite, tehnici sau mijloace creative. Aceasta metoda este folosita si in media pan-regionala pentru a oferi flexibilitate geografica. Occurs when you run one advertisement in part of a media vehicles distribution and another, usually for the same company, in the remainder of its distribution. Often used in direct response advertising to test the relative effectiveness of two different offers, creative treatments or techniques. Also offered increasingly by pan-regional media to provide more geographic flexibility.

Speculative sample (spec)

Spill-in/ Spill out

Split run

Scheduling two or more executions of an advertising message in alternate copies of a magazine's circulation in a given issue
Staggered schedule Step-and-repeat Stop motion

Strip (strip programming)

Superimposition

Un program al reclamelor intr-un numar de perioade care au date de insertie diferite A schedule of advertisements in a number of periodicals which have different insertion dates. Noting or pertaining to a process by which successive photo-offset plates are produced automatically or semiautomatically with great precision: used esp. in making plates for multicolor printing. O tehnica fotografica in care obiectele neanimate par sa se miste. A photographic technique in which inanimate objects appear to move. Grila unui post care este alcatuita astfel incat sa ruleze acelasi program sau acelasi gen de progame in fiecare zi este cunoscuta ca avand un format strip. Este echivalentul TV/radio pentru o publicatie verticala(vezi: Vertical Publication). A broadcasters programme schedule which is constructed to run either the same programme or the same programme genre segment each weekday is known as a strip format. The broadcasting equivalent of a vertical publication (see Vertical Publication). Lay something over something: to place something such as a transparent image on or over something else, often with the result that both

Swatch proof

Tag line

Tear sheets

Thumbnail Total audience plan Traffic builder

Trim size Turnover

things appear simultaneously, although one may partially obscure the other A sample of the material for a promotional product, with the customer's artwork printed on it in the specified colors. Un slogan sau fraza care exprima vizual cel mai important atribut sau beneficiu al produsului, pe care advertiserul vrea sa-l transmita. In general, o tema a campaniei. A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign. O pagina taiata dintr-o revista sau ziar care este trimis advertiserului ca dovada a insertiei ad-ului. De asemenea, folosita pentru verificarea reproducerii culorii reclamelor. 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. O schita simpla, deseori mica ca dimaesiuni folosita pentru a arata layoutul de baza al unui ad. A rough, simple, often small sketch used to show the basic layout of an ad. An advertising schedule that places ads in a pattern that utilizes all station dayparts for maximum station audience exposure. Obiectul cu pretul cel mai mic dintr-o linie de productie. Vezi Prestige Builder, Product Line. The lowest-priced item in a product line. See Prestige Builder; Product Line. Marimea unei reviste sau ziar dupa taiere. A size of a magazine or newspaper page after trimming. Rata schimbarii publicului pentru un program intr-un interval de timp dat. The rate of audience change for a specific program during a specific amount of time. Calitatea, beneficiul sau trasatura specifica a unui produs pe care nu o poate oferi nici un competitor. Folosit uzual sub forma de USP. The particular quality, feature or benefit of a product which a competitor's product, although similar, cannot or does not offer; commonly referred to as the USP. Cumpararea de spatiu publicitar TV cu mult inainte sa inceapa campania si de obicei si o pentru o perioada dupa pentru a alege cele mai bune programe. Este un termen impamantenit in SUA, desi nu este folosit exclusiv aici. Purchasing TV commercial airtime well in advance of the airdate time and generally for a protracted period in order to have optimal selection of available programmes. A term coined in, though not exclusive to, the USA. Un tip de hartie folosit pentru reproduceri de calitate superioara. A type of paper used for it's superior reproduction qualities. Pret redus acordat firmelor care cumpara spatiu publicitar la un canal de emisie pentru o perioada limitata de timp, de exemplu o saptamana. A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one week. Publicatii ale caror continut se confrunta cu interesele anumitei industrii, de exemplu National Petroleum Magazine (revista petrolului national) sau Retail Banking Today. Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and Retail Baking Today. (1) advertising intr-o zona in care produsul nu este disponobil sau unde nu are potential de vanzare. (2) Persoane din audienta care nu pot fi potentiali consumatori. (1) Advertising in an area where the product or service is not available or has no sales potential. (2) Persons in an advertiser's audience who are not potential consumers. Tehnica de cercetare de marketing care analizeaza vocea persoanelor chestionate cu scopul de a afla atitudinile si sentimentele pe care le au vizavi de o reclama. An advertising research technique of analyzing a subject's voice during their responses, to test their feelings and attitudes about an ad. Readers of a periodical who are not prospects for the good or service

Unique selling proposition

Upfront

Velox Vertical discount

Vertical publications

Voiceover (VO)

Voice-pitch analysis (VOPAN) Waste

circulation Wave scheduling

Wear out

Wipe

Word painting

being advertised, or who are where it is not available. Strategie de advertising care consta in planificarea spatiului in perioadele de intermitenta ale canalelor media, de exemplu, doua saptamani da, doua saptamani nu. An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks off. Descrie momentul in care eficacitatea unei campanii se diminueaza datorita expunerii prelungite sau supra-expunerea aceleiasi reclame. When a campaigns effectiveness diminishes due to prolonged or over exposure of the same advertisement. Tranzitie de scene intr-o productie vizuala in care o imagine apare pentru a o sterge pe cea de dinainte de pe ecran. A transition of scenes in a visual production where one image appears to wipe the previous one from the screen. Tehnica folosita in industria radioului care foloseste multe cuvinte descriptive pentru a evoca imagini in materialele scrise cu scopul de a incerca sal aduca pe ascultator in mijlocul scenei. A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.

EM = Early Morning (07:00-10:00) DT = Day Time (10:00-16:00) EF = Early Fringe (16:00-19:00) PT = Prime Time (19:00-23:00) LF = Late Fringe (23:00-01:00)