Advertising Dictionary

There's a lot of jargon and lingo in the advertising industry. That's why this glossary/dictionary was created - to help you change advertising gobblydegook into plain english. Just click on the first letter of the term you want to look up.


Dictionary Courtesy of www.GreatNewspaperAds.com
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Substitute airtime that is given to the advertiser free of charge to make up for a commercial that did not air during a daypart that the advertiser had bought.

Materials Close

The deadline for a publication to receive print advertising materials, such as camera-ready art.


A term for a camera-ready paste-up of artwork. It includes type, photos, line art, etc., all on one piece of artboard.

Media Campaign

See Campaign.

Media Plan or Media Buy Plan

A part of the communications plan that details how various media will be employed. Identifies the specific schedule of paid placements that have been negotiated for an ad or collection of ads, including the times and programs during which television and radio ads will run, the locations and sizes of billboards that will be placed, the publications and placement within those publications in which print ads will run, etc. The media plan also contains a summary of expected target audience reach and frequency.

Media Strategy

A part of the marketing plan that specifies how media will be used to accomplish marketing objectives.

Media Type or Medium

Format of the advertisement (e.g., radio, television, print, or out-of-home). Also referred to as media vehicle, media channel, or media outlet.


Composer or performer of the music heard in the advertisement.



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