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A/B Test: Sending an ad or webpage, with different headlines or copy to two different groups to determine the effectiveness of each.

Above the Fold: The upper half of a newspaper or the section of a webpage that is visible without scrolling.

Above the Line: Above the line advertising (ABT) refers to advertising mediums which reach a wide, general audience. TV, radio, billboard. See also Below the Line

Ad Click: This term refers to the action taken when a user interacts with an ad by clicking on it (presumably to be taken elsewhere to learn more or to show interest).

Ad Copy: All printed text in an advertisement.

Ad Impressions: The number of times an advertisement is seen by audiences.

Ad Server: A web server that saves online ads and delivers them to website visitors.

Ad Words: An advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in search engine results.

Advertising: A paid commercial message promoting the university and/or its campuses, units, programs, events, and people.
An advertisement can appear in print or electronic publications, on websites; on radio, television, or other means of electronic distribution
(such as podcasts); and on public media such as banners, billboards, kiosks, and signage in transportation hubs.

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 resembles a news article or editorial in a print or electronic communication that promotes a single
program, service, or point of view.

Agency Commission: The agency's fee for designing and placing advertisements. Generally, this is calculated as 15 percent to 20
percent of the amount spent to purchase space or time in the various media used for the advertising.

Aggregator: A publication that collects content about a similar topic from many sources and distributes it one package. Most common in email newsletter format.

AIDA: This is an abbreviation which stands for Attention, Interest, Desire, and Action. This is a historical model of how dales & advertising works, by first getting the consumer’s attention, then their interest, etc.

Audience: The intended target market for an advert, usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviours).

Average Persons: This is the number of people that, on average, will be exposed to each Spot. Average Persons is calculated by multiplying  Population by Rating then dividing by 100.

B2B: Business-to-Business; commerce transactions between businesses.

B2C: Business-to-Consumer; goods or service transactions between a business and the end-user or consumer.

Banner Ad: A graphic image used on websites to advertise a product or service. Banner ads come in numerous sizes but often are rectangular.

Banner advert: This is a common form of online advertising, and entails embedding a static, video or interactive advertisement into a web page

Below the Line: Below the line advertising (ABT) refers to advertising mediums which reach a specific, targeted audience. See also Above the Line

Billboard: An outdoor sign or poster. Costs for a specific billboard are determined by the board's size and the amount of traffic that passes its location.

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

Body Copy: This is the core text of an advertisement, not including the headline, logo, or subscript material.

Bounce Rate: The percentage of initial visitors to a site who “bounce” to another site instead of staying on the original website.

Bus Card: An advertising poster attached to the side or back of a bus.

Bus Wrap: An advertising message imprinted on high-quality vinyl adhesive that is attached to the bus exterior.

 

Cable TV: Television stations whose signals are carried to households by cable and paid by subscription.

Call To Arms: This is the content of an advert that tells the viewer what you want them to do

Channel: Any medium through which a message can be sent to a receiver, including oral communication, print media, TV, and the internet.

Circulation: The total number of distributed copies of a publication at a specified time.

Classified Advertisement: In print media, any advertisement that is limited to certain classifications of goods and services (such as program and events listings) and usually limited in size and content.

Click Through: The action of clicking on a digital ad, which results in being redirected to the web page to which the ad is hyperlinked.

Click Through Rate: The percentage of impressions that resulted from a Click Through, calculated by dividing the number of clicks by the number of impressions.

Closing Date: The date by which all advertising must be ordered from a specific medium in order to secure dates, times, and placements.

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

Comp: Short for comprehensive, this is a layout that resembles, as closely as possible, the finished project. Comps are often created for ads, brochures, packaging, etc.

Conversion Rate: This is a result of the performance of the adv xpressed as a percentage, a conversion rate is calculated by dividing the number of views or visits by the number of form fills

CPC: Cost Per Click is one of the online payment models used to charge advertisers for each click through on a digital ad.

CPM: Cost per thousand; an online payment model which charges advertisers for every 1,000 impressions their ad receives.

CRM: Customer Relationship Management refers to how a company manages data about its customers.

Cross-Channel: This relates to technology or media that applies across multiple formats and across multiple devices. This is different from “cross-device”, which implies only multi-device application rather than multiple formats within devices

CTA: Call to Action is a marketing message that directs visitors to a specific action such as requesting a brochure.

CTR: An abbreviation for Click Through Rate

 

Demographics: Information regarding the size and characteristics of a particular population of interest such as age, gender, income, education, etc.

Designated Market Areas (DMA): The geographical areas in which TV stations attract most of their viewers.

Direct Marketing: The process used to send advertising messaging directly to customers or potential customers; commonly used in email campaigns.

Direct Response: Ads that allow recipients to respond directly to the sender to purchase a product or service or get more information.

Display Advertisement: In print media, any advertisement other than a classified ad.

Display Advertising: This is a form of online advertising where an advertiser‘s message is shown on a web page, generally set off in a box at the top or bottom or to one side of the content of the page.
In printed publications, display advertising refers to the corporate advertisements

DMPU: This is short for Double Mid-page Unit, a digital advert that measures 300 pixels wide and 600 pixels high. This is also known as a tall rectangle or a half-page unit and almost always appear along the left or right side of a webpage.

DOOH: This stands for ‘Digital Out-Of-Home’ advertising, that is, digital ads that are marketed to consumers when they are “on the go”, such as in transit, in commercial locations, or in waiting areas.

DPS: Double Page Spread is the size of the advert across two full pages of a publication. This is one of the most costly adverts as it has huge impact.

Drive Time: The hours when the most commuters are in their cars. During "drive time," radio advertising costs more because of increased listeners.

Duration: The length of viewing/listening/broadcast time (in hours:minutes:seconds) for a radio, television, webcast, podcast, CD, video, or other electronic formatted production.

 

Editorial Calendar: The part of a magazine or newsletter media kit that describes the editorial content planned for each issue in the coming year.

Email Marketing: Also known as eMarketing or eShots, this is a type of advertising that pushes your message to the recipient of a targeted email address, landing directly in their inbox. The advert message is coded and sent through specific eMarketing software such as MailChimp.

 

Flat Rate: A media rate that allows for no discounts.

Frequency: Term used to describe the number of times and ad is shown to the same visitor during a particular session or time-frame.

Full-Service Agency: An agency that handles all aspects of the advertising process, including planning, design, production, and placement.

 

Geotargeting: Showing ads or content based on the physical location of the user’s internet access.

GIF: Graphical Interchange Format—a graphic file extension

GRP: This stands for ‘gross rating point’ and is a measure of the size of an advertising campaign by a specific medium or schedule. GRP is calculated by multiplying the number of Spots by Rating.

 

HTML: Hyper text Markup Language is a computer programming language that helps control the format of a document’s content and design online. Often used to format email marketing messages for reliable display in many email clients. 

Hyperlink: HTML code that, when clicked on, redirects the user’s browser to another web page.

 

Impressions: Use each news outlet's circulation number (or listenership, viewership, audience, or number of subscribers or members).

Inline Ad: An online ad located anywhere on the page that consists of a few lines of copy and/or an image together with a link or email address for action.

Insert: Advertisement or other promotional matter published by an advertiser to be inserted in a magazine or newspaper. It may be bound into the publication or inserted loose without binding.

Insertion Date(s): The day or issue month your advertisement appears in the publication.

Insertion Order: A written authorization for a publisher to run a print advertisement in a specific publication on a certain date at a specified price.

IP Address: The numeric address that is translated into a domain name by a domain name server.

JPEG (.jpg): A common image file format that is very effective at displaying high color images in a compact file size. Photographs to be used on the internet often are compressed as .jpgs.

Jump Page: The page that is displayed when a user clicks on a website banner. Often this is just the homepage for a product or service, but special promotions may have more complicated pages.

Keyword: A word or phrase entered into a search engine to receive matching and relevant results.

Keyword Density: The measurement of how frequently a keyword appears within a web page.

KPI: The ‘Key Performance Indicator’ is a measurable value that demonstrates how effectively a company is achieving key business objectives.

 

Landing Page: The page on a website where one is taken after clicking on a digital ad.

Local Time: Radio spots available for purchase by a local advertiser.

 

Marketing Campaign: A specific series of strategies, tactics, and activities designed to get desired marketing messages to intended target markets. A marketing plan should be researched and developed to include an outline of what goals the campaign is to achieve, how to accomplish those goals, and how to measure the success of the campaign in achieving those goals.

Media Cost: This is the price you pay to present your advertisement. There are many different ways to price media including points, impressions, clicks, leads, actions, days, weeks, months, etc. However, it ultimately boils down to the amount you pay to present your advertisement, which is Media Cost. Media Cost excludes the cost to create the advertisement and other costs.

Media Kit: Information offered to potential advertisers by publishers to help the advertisers understand the publisher's rates, visitor demographics, terms, etc.

Media Market: This describes the set of people that could potentially be exposed to your advertisement. The media market is often described using Designated Market Areas or DMAs, (which are trademarked by Nielsen). However, Media Market can be any market you define.

Media Outlet: A publication or broadcast organization that transmits information, news, entertainment, and advertising messages. Media outlets can include print publications, electronic newsletters, websites, billboard, radio stations, as well as broadcast and cable TV stations.

Medium (plural, Media): A vehicle or group of vehicles—such as newspapers, websites, television, cable television, radio, billboards—used to convey information, news, entertainment, and advertising messages to an audience.

Message Recall: A measurement used that evaluate an advertisement’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Typically measured using a control/exposed survey methodology.

Mobile Advertising: This is paid advertising which occurs on mobile phones or devices that have a wireless internet connection.

MPU: This stands for mid-page unit and refers to a digital banner ad that is 300 pixels wide and 250 pixels high, usually appearing on the left of right hand side panels of a website.

 

Out-of-Home: OOH is advertising that reaches the consumers while they are outside their homes and would include advertisements placed on billboards, buses, shopping area directories, etc.

Opt-In: A process where a user voluntarily agrees to receive email.

Opt-Out: A process where a user voluntarily agrees to stop receiving email.

Organic Searches: This is one of two types of results based on search engine marketing (SEM). Results are ‘advertised’ based on the search term types into a search engine. Organic searches are those within the results which are not sponsored ads

 

Page View: When a user’s browser requests a webpage.

Pay Per Click: An online payment model where advertisers pay for each click through on their ad.

Pay Per Impression: Online payment model where advertisers pay for every 1,000 impressions of their ad.

PDF (Portable Document Format): An open file format used to create or view documents. PDF files can be used to review and approve ads. In some cases, they also can be used as the final file format sent to the media outlet.

Placement: This is a term used to cover the action of the booking of an advertisement to appear in a physical or digital location. For example, roadside billboards, train or bus interiors, online publication

Podcast/Podcasting: A media file that is distributed over the internet using syndication feeds for playback on portable media players and personal computers.

Pop-Up: An ad that appears in a separate window either on top of or underneath the user's current webpage.

Population: This is the total number of people in your Media Market.

PPC: Standing for ‘pay per click’, this is a type of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC

Preferred Position: A position in a printed publication that is thought to attract more reader attention and is sold at a higher rate; for example, the back or inside front cover of a magazine.

Prime Time: Highest level of TV viewing (8 to 11 p.m. EST).

Print Ready: Also known as ‘press ready’, this is an artworking term used to suggest the artwork of the advertisement has been set up correctly for the way it needs to be printed.

Proof: Copy of the advertisement distributed for changes or corrections prior to final approval.

Public Service Announcement (PSA): Announcement on television or radio serving the public interest typically run by the media at no charge.

 

Rate: The amount charged to an advertiser based on unit of space or time purchased. The rate may vary from national to local campaigns, or it may be a fixed rate based on a specific market.

Rate Card: Information cards provided by both print and broadcast media that contain information about advertising costs, mechanical requirements, special issues, closing dates, cancellation dates, circulation data, etc.

Rating: This is the percentage (0 to 100) of the market that will likely be exposed to your advertisement. Rating is an estimate based on past performance often sourced from surveys.

Reach: The total number of people or households exposed to an advertisement during a specified time. Reach measures the true extent of audience exposure to a medium and is usually expressed as a percentage of the total market.

Reservation Date: The day you request that a publication set aside space for your organization because you will be advertising in a particular issue. Typically, advertisement space must be reserved a number of days in advance of the insertion date.

Retargeting: Also known as remarketing, this is a term used for a type of digital advertising which allow you to specifically target those who have previously visited a webpage / website.

Rich Media: An advertising technique that includes richer graphics, audio or video within the ad.

Rich Media Advertising: This is a form of online page advertising that includes various types of media elements, such as audio, video, and images which often allow users to interact with the ad.

ROI: Return on Investment is the process used to determine if the benefits of an ad campaign are above or below the amount of money spent.

Rotation: A banner that is in rotation on a page or group of pages; other ads may be shown when the ad is reloaded.

RSS: Really Simple Syndication (RSS) is a format designed for automatically distributing headlines and other web content.

Run Date: The day your advertisement appears in the publication; also known as insertion date.

Run-of-Press (ROP): A newspaper publisher's option to place an advertisement in whatever section is available rather than in a preferred section, such as business, education, or classifieds. Also known as run-of-paper.

Run-of-Schedule (ROS): A broadcast station's option to place an advertisement in any time slot they choose; also known as run-of-station.

Run-of-Site: A website's option to place an advertisement on any webpage of the targeted site.

 

SEM: Search Engine Marketing is the practice of promoting a website through a search engine.

SEO: Search Engine Optimization is the practice of promoting a website by publishing content to attract a search engine’s organic listings.

Session: A series of web page requests by a visitor without 30 consecutive minutes of inactivity.

Sidebar Ad: An online ad (also known as a skyscraper ad) that is vertically oriented and positioned on the left or right edges of the webpage.

Site Skin: This is a digital display designed to sit as the background of a web page without encroaching on the main webpage content.

Skyscraper: This is one of those advertising terms used to describe a size of a printed or digital advert. A skyscraper is a tall, thin online.

Space Reservation: Notification to a media vendor, either written or verbal, of intentions to run an ad.

Spam: Sending unsolicited emails in bulk, often containing commercial advertising messages.

Splash Page: Also known as a “jump page”—a special entrance page to a site.

Split Run: Sending an ad or webpage, with different headlines or copy to three or more different groups to determine the effectiveness of each.

Spot (Spot Announcement): 15-, 30-, or 60-second radio or television commercial.

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

Spot Television (or Radio): Time slots purchased on a market basis rather than through a network and allowing for greater flexibility for advertisers.

Sticky: A term used to describe a website on which visitors stay for longer than normal.

Storyboard: A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard provides a good representation of the concept for a commercial before extensive production charges are incurred.

Submission Date: Date by which advertisement must be provided to the medium in order to appear on or in a specific date, time, or place.

Subway Card: Advertising poster attached to the interior of a subway car or train.

Syndication Feed: A form of syndication in which content on a website is made available for other sites to use.
 

Target Audience: A specific audience or demographic group for which an advertising message is designed.

Targeting: This refers to the action of defining and delivering an advertisement to a pre-selected audience based on various attributes, such as location, demographics, web browsing behaviour, preferences, etc.

Time Slot: A specific time bought for airing a commercial on radio or television.

Total Audience Plan (TAP): A radio advertising package rate that guarantees a percentage of spots in the better parts of the day.

 

Unique Visitors: The total number of distinct visitors to a site with a specified time frame.

URL (Uniform Resource Locator): The URL is the internet "address" of a website or webpage. A browser requires this information in its location box in order to load a webpage.

 

Voice Over: A recorded narrator who is heard but not seen in a television commercial, or narration that is distinct from the scene portrayed in a radio commercial.

Volume Discount: A price discount offered to advertisers willing to commit to a certain quantity of advertisements at a certain rate.

 

Webcasting: The process of delivering audio and/or video online. Audio or video webcasts can be delivered live (as an event happens) or on-demand (at the user's convenience). They can be streamed (delivered progressively as it is viewed) or downloaded (delivered in its entirety before it can be played) by the user. Advertisements can be inserted at the beginning of the webcast.

Website ads: These are digital display advertising that appear at the top, bottom or sides of websites

Whitelisting: The process by which an email domain is registered as trusted by a recipient server. Email coming from a whitelisted domain will not be flagged as spam. 

 

Yield: This is the percentage of clicks vs. impressions on an ad within a specific page. Also called “ad click rate.”