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| A full-page ad with no outside margins—the color extends to the edge of the page. |
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| A newspaper with a page size eight columns wide and 22 inches deep |
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| The number of copies sold. |
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| Commercial messages arranged in the newspaper according to the interests of readers. |
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| A publication oriented to a general (non-business) audience. |
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| Publications that are distributed, usually free, to selected individuals. |
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| Also called cooperative advertising; an arrangement between a retailer and manufacturer in which the manufacturer reimburses the retailer for all or part of the retailer’s advertising costs. |
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| An advertising plan that uses several different forms of media, such as TV, print, radio, and online. |
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| Irregularly shaped extensions added to the top, bottom, or sides of standard outdoor boards. |
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| Sponsored messages that can be of any size and location within the newspaper, except the editorial page. |
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| An advertisement that crosses two facing pages in a magazine. |
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| Advertisement that gets and holds the attention of its audience. |
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| Embellishments to painted billboards that expand the scale and break away from the standard rectangle limitations. |
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| Preprinted advertisement placed loosely in the newspaper. |
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| The number of times an audience has an opportunity to be exposed to a media vehicle or vehicles in a specified time span. |
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| Four or more connected pages that fold in on themselves. |
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| The sum of the audiences of all the media vehicles used within a designated time span. |
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| Publications such as magazines guarantee to their advertisers that a certain number of copies will be sold or distributed to subscribers. |
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| The white space, or inside margins, where two facing magazine pages join. |
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| Publications directed at people who hold similar jobs. |
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| In media planning, one person’s opportunity to be exposed to an advertising message. |
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| Multisided bulletin board structures designed for public posting of messages. |
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| Specialists who implement the media plan by contracting with various media for placement of an advertisement. |
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| Selecting the best combination of media vehicles, nontraditional media, and marketing communication tools to reach the targeted stakeholder audiences. |
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| A decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives. |
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| The way advertisers identify and select media options based on research into the audience profiles of various media. |
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| Media salespeople who sell media time and space for a variety of media outlets. |
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| The specialists who gather information about media audiences and performance. |
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| A single program, magazine, or radio station. |
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| An advertising plan that uses several different forms of media, such as TV, print, radio, and online. |
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| Advertising on billboards along streets and highways. |
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| out-of-home advertising (OOH) |
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| All advertising that is displayed outside the home, from billboards, to blimps, to in-store aisle displays. |
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| painted bulletins (outdoor) |
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| A type of advertisement that is normally created on-site and is not restricted to billboards as the attachment. |
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| Charges by media for space or time that are in high demand because they have a special appeal to the target audience. |
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| printed posters (outdoor) |
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| A type of advertisement that is created by designers, printed, and shipped to an outdoor advertising company who prepastes and applies it in sections to the poster panel’s face on location. |
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| A list of the charges for advertising space. |
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| The percentage of different homes or people exposed to a media vehicle or vehicles at least once during a specific period of time. It is the percentage of unduplicated audience. |
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| In newspaper advertising, a rate based on a locaton that is at the discretion of the publisher. |
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| Packets of information used by media representatives and other types of sales personnel. |
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| The percentage of the market population exposed to an outdoor board during a specific time. |
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| standard advertising unit (SAU) |
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| A standardized system of advertising sizes in newspapers. |
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| standard advertising unit (SAU) |
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| A standardized system of advertising sizes in newspapers. |
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| Syndicated or local full-color advertising inserts that appear in newspapers throughout the week. |
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| Syndicated or local full-color advertising inserts that appear in newspapers throughout the week. |
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| A newspaper with a page size five to six columns wide and 14 inches deep. |
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| The contact points where customers interact with the brand and receive brand messages. |
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| The contact points where customers interact with the brand and receive brand messages. |
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| Publications targeted at people working in the same industry. |
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| Free advertising that comes from people talking about a product. |
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| Free advertising that comes from people talking about a product. |
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| A form of directory advertising that lists the names of people or companies, their phone numbers, and addresses. |
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| Magazines or newsletters that are only available online. |
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| Magazines or newsletters that are only available online. |
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