Advertising and PR Terms
Pojmy z reklamy a PR

Seznam lekcí

AAA

AAAA

ANA

Accordian insert

Accumulation

Acetate

Ad copy

Adjacencies

Adnorm

Advance premium

Advertiser

Advertising

Advertising allowance

Advertising budget

Advertising elasticity

Advertising page exposure

Advertising plan

Advertising research

Advertising specialty

Advertorial

Advocacy advertising

Affirmative disclosure

Agate line

Agency commission

AIDA

Aided recall

Airbrush

Ala carte services

Answer print

Appeal

Arbitron

Area of dominant influence (ADI)

Art proof

Artwork

Audience

Audience duplication

Audilog

Audimeter

Audit Bureau of Circulations (ABC)

Availability

Average Audience (AA)

Back to back

Bait advertising

Barter

Ben Day process

Billboard

Billings

Bleed

Blow-in card

Blueline

Body copy

Boutique

Brand development index (BDI)

Brand manager

Brand name

Bridge

Broadsheet

Broadside

Bulldog edition

Buried position

Business-to-business advertising

CBBB

Camera-ready art

Caption

Car card

Card rate

Category development index (CDI)

Cease-and-desist order

Chain break

Channels of distribution

Chrome

Circulation

Classified advertising

Claymation

Clearance

Client

Closing date

Clutter

Coated stock

Coincidental survey

Cold type

Collateral materials

Collectibles

Color proof

Color separation

Column inch

Combination rate

Commercial advertising

Communication process

Comparative advertising

Competition-oriented pricing

Competitive parity

Comprehensive layout

Consent order

Consumer advertising

Consumer behavior

Consumer jury test

Consumer stimulants

Consumerism

Container premium

Continuity

Continuous advertising

Continuous tone art

Controlled (qualified) circulation

Cooperative (Co-op) program

Cooperative advertising

Copy

Copy platform

Copy testing

Corporate advertising campaign

Corrective advertising

Cost efficiency

Cost per inquiry

Cost per rating point (CPP)

Cost per thousand (CPM)

Counter advertising

Coverage

Creative strategy

Creatives

Crop

Crop marks

Cumes

Cumulative audience

Cut

Cutting

Dailies

DAGMAR

Day-after recall test

Daypart

Decay constant

Deceptive advertising

Demographic segmentation

Demographics

Depth interview

Designated market area (DMA)

Direct house

Direct mail

Direct marketing

Direct premium

Direct response

Directory advertising

Display advertisement

Dissolve

Distributor

Door-opener

Double truck

Drive time

Dummy

Duplicated audience

Earned rate

Electric spectacular

Em

End-user

Envelope stuffer

Equal time

Eighty-twenty rule

Exposure

Eye tracking

FCC

FTC

Facings

Factory pack

Fairness Doctrine

Family brand

Fixed-sum-per-unit method

Flat rate

Flighting

Focus group interview

Font

Four As

Four Ps

Four-color process

Franchised position

Free-standing insert (FSI)

Frequency

Fringe time

Fulfillment house

Full position

Full-service agency

Galley proof

Galvanometer test

Gatefold

Guaranteed circulation

Generic brand

Gravure

Green advertising

Grid card

Gross audience

Gross impressions

Gross rating points (GRPs)

Gutter

Halftone

Hierarchy-of-effects theory

Holding power

Holdover audience

Hologram

Horizontal discount

Horizontal publications

Host/Hostess gift

Hot composition

House agency

House organ

Households using television (HUT)

ID

Image advertising

Imprinted product

In-pack premium

Incentive catalog company

Independent contractor

Independent station

Industrial advertising

Infomercial

Inherited audience

Inquiries

Insert

Insertion

Insertion order

Institutional advertising

Intaglio

Integrated Marketing Communication (IMC)

Intensive distribution

International advertising

Island display

Island position

Jingle

Jumble display

Keeper

Kerning

Lanham Act

Layout

Leading

Leave-behind

Letterpress

Lifestyle segmentation

Linage

Line conversion

List broker

Lithography

Local advertising

Local rate

Logotype (logo)

Loss leader

Lottery

Loyalty index

Macromarketing

Mail-in premium

Mail-order advertising

Make good

Marginal analysis

Market profile

Market segmentation

Market share

Marketing firm

Marketing mix

Marketing research

Master tape

Materiality

Matte shot

Mechanical (paste-up)

Media buying service

Media concentration theory

Media dominance theory

Media plan

Media plan

Media strategy

Medium (plural, Media)

Merchandising the advertising

Metropolitan Statistical Area (MSA)

Micromarketing

Milline rate

Motivation research

NAB

NAD

NARB

Narrowcasting

National advertising

National brand

Near-pack (Near Pack Premium)

Negative

Net cost

Net unduplicated audience

Network

Network option time

Newsprint

Nielsen rating

Noncommercial advertising

O & O station

Off card

Offset lithography

On-air tests

On-pack (On-pack Premium)

Open end

Opticals

Out-of-home advertising

Outdoor advertising

Overlay

Overrun

Package

Package enclosure

Package insert

Painted bulletin

Panels

Pantone Matching System (PMS)

Parity products

Participation

Pass-along readers

Paste-up

Payout planning

Per inquiry

Percent-of-sales method

Perceived risk

Personal selling

Personalize

Persons using television (PUT)

Persons viewing television (PVT)

Persuasion process

Phantom

Photoanimation

Photoboards

Photocomposition

Photoengraving

Photoplatemaking

Photostat

Pica

Picture window

Piggyback

Point

Point-of-Purchase (POP) displays

Positive

Poster panel

Posttesting

Preemptible rate

Preferred position

Premium

Preprint

Pretesting

Primary demand advertising

Prime time

Private brand

Prize

Product differentiation

Product life cycle

Product management

Product positioning

Product-related segmentation

Production

Professional advertising

Program delivery (rate)

Progressive proofs (Progs)

Promotion

Promotional mix

Promotional product

Proof

Psychographics

Public relations (PR)

Public relations advertising

Public service advertising (PSA)

Publicity

Puffery

Pulsing

Pupilometrics

Psychological segmentation

Qualitative research

Quantitative research

Random sample

Rate

Rate card

Rating point

Reach

Readership

Recognition

Reference group

Referral premium

Register marks

Remnant Space

Renewal rate

Renewal rate

Rep or Representative

Residuals

Resolution

Restricted line

Retail advertising

Retail trading zone

Retouching

Rip-o-matic

Road block

Romance card

Rotogravure

Rotoscoping

Rough

Rough cut

Run-of-press (ROP)

Run-of-schedule (ROS)

Rushes

Sales promotion

Sales-response function

Sans-serif type

Scanners

Scene setting

Screen

Seasonality

Seasonal rating adjustments

Selective demand advertising

Selective distribution

Self-liquidating premium

Self-mailer

Semi-liquidator

Semiotics

Serif type

Sets in use (SIU)

Share-of-audience

Shelf screamers (shelf talkers)

Signature

Silk screening

Simmons Market Research Bureau (SMRB)

Situation analysis

Slicks

Slotting allowances

Soft sell

Solid

Specialty advertising

Speculative (spec) sample

Split run

Spot announcements

Spot color

Spot television (or radio)

Spread

Staggered schedule

Standard Advertising Unit System (SAUS)

Standard Industrial Classification (SIC)

Standard Rate and Data Service (SRDS)

Starch scores

Starch Readership Service

Step-and-repeat

Stet

Stop motion

Storyboard

Strategic planning

Stratified selection

Stripping

Subliminal persuasion

Superimposition (super)

Superimposition (super)

Supplementary media

Supplier

Swatch proof

Sweeps

Syndicated program

Tabloid

Tachistoscope testing

Tag line

Target audience

Target market

Tear sheets

Teaser campaign

Telemarketing

Theater testing

Thumbnail

Time compression

Tracking studies

Trade advertising

Trade character

Trade name

Trade stimulants

Trademark

Traffic builder

Transit advertising

Transparency

Transparent ink

Trap

Trim size

Turnover

Type font

Typeface

Typography

Unaided recall

Unfair advertising

Unique selling proposition

Up-front buys

Utility

Values and lifestyles (VALS) research

Vehicle

Velox

Vertical discount

Vertical publications

Vignette

Voice-pitch analysis (VOPAN)

Voiceover (VO)

Wash drawings

Waste circulation

Wave scheduling

Wear out

Weight

White space

Wipe

Word painting