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Glosar Publicitate Eng

Glosar Publicitate Eng

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Published by: madsheep01 on Mar 20, 2013
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 American Academy of Advertising. An association of educators, students, and formereducators in advertising.
 American Association of Advertising Agencies. An association whose members are adagencies.
 Association of National Advertisers. An association whose members are advertisers,i.e., companies that advertise their products or services.
Accordian insert
 An ad inserted in a magazine, folded with an accordian-style fold.
 An audience-counting method, where each person exposed to a specific vehicle iscounted once within a certain time period.
  Transparent plastic sheet frequently used for overlays in ad layouts.
Ad copy
  The printed text or spoken words in an advertisement.
  Time periods immediately before and after a television program, normally used as acommercial break between programs.
 A measure of readership averages for print publications over a two-year period, usedas a baseline for comparing specific ads to an average.
Advance premium
 A premium provided to a consumer, on the condition of some later purchase.
  The manufacturer, service company, retailer, or supplier who advertises their productor service.
  There are a variety of definitions, with subtle but important distinctions. While thegeneral public frequently views advertising as encompassing all forms of promotionalcommunication, most advertising practitioners limit it to
communicationsconveyed by a
mass medium
. The latter definition distinguishes advertising from otherforms of marketing communication, such as Sales Promotion, Public Relations, andDirect Marketing.
Advertising allowance
 Money provided by a manufacturer to a distributor for the purpose of advertising aspecific 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 elasticity
  The relationship between a change in advertising budget and the resulting change inproduct sales.
Advertising page exposure
 A measure of the
for readers to see a particular print advertisement,whether or not that actually
at the ad.
Advertising plan
 An explicit outline of what goals an advertising campaign should achieve, how toaccomplish those goals, and how to determine whether or not the campaign wassuccessful in obtaining those goals.
Advertising research
 Research conducted to improve the efficacy of advertising. It may focus on a specificad or campaign, or may be directed at a more general understanding of howadvertising works or how consumers use the information in advertising. It can entail avariety of research approaches, including psychological, sociological, economic, andother perspectives.
Advertising specialty
 A product imprinted with, or otherwise carrying, a logo or promotional message. Alsocalled a promotional product.
 An advertisement that has the appearance of a news article or editorial, in a printpublication. See Infomercial, below.
Advocacy advertising
 Advertising used to promote a position on a political, controversial or other socialissue.
Affirmative disclosure
 A disclosure of information in an advertisement, required by the Federal TradeCommission or other authority, that may not be desired by the advertiser. Thisinformation frequently admits to some limitation in the product or the offer made inthe advertisement.
Agate line
 A measure of newspaper advertising space, one column wide and 1/14th inch deep.
Agency commission
  The agency's fee for designing and placing advertisements. Historically, this wascalculated as 15 percent of the amount spent to purchase space or time in the variousmedia used for the advertising. In recent years the commission has, in many cases,become negotiable, and may even be based on some measure of the campaign'ssuccess.
 Stands for Attention, Interest, Desire, and Action. This is a historical model of howadvertising works, by first getting the consumer's attention, then their interest, etc.
Aided recall
 A research method frequently used to determine what consumers remember about anadvertisement they have seen or heard.
 An artist's technique for creating a smooth gradation of color. It is often used to coverimperfections in a photograph, e.g., in a model's skin.
Ala carte services
 Rather than provide
advertising services for one price, an agency may provide onlythe services that a client wishes to purchase.
Answer print
  The final edited version (print) of a television commercial, for approval by the client.It may still need color correction, etc.
  The advertisement's selling message.
  Television and rating rating service that publishes regular reports for selected markets.
Area of dominant influence (ADI)
 A geographic designation, used by Arbitron, that specifies which counties fall into aspecific television market. See, also,
Designated Market Area
Art proof 
  The artwork for an ad, to be submitted for client approval.
  The visual components of an ad, not including the typeset text.
  The number of people or households exposed to a vehicle, without regard to whetherthey actually saw or heard the material conveyed by that vehicle.
Audience duplication
  The number of people who saw or heard more than one of the programs orpublications in which an ad was placed.
 A diary kept by selected audience members to record which television programs theywatched, as a means of rating television shows. Used by A.C. Nielsen.
 An electronic recording device used by A.C. Nielsen to track when a television set isin use, and to what station it is set.
Audit Bureau of Circulations (ABC)
 A company that audits the circulation of print publications, to insure that reportedcirculation figures are accurate.
 Advertising time on radio or television that is available for purchase, at a specifictime.
Average Audience (AA)
  The number of homes or persons tuned to a television program during an averageminute, or the number of persons who viewed an average issue of a print publication.

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