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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Do-It-Yourself Newspaper Advertising Course That Gets You Results.


A quantifiable statement of a desired program achievement necessary to reach a program goal.

Open Rate

In print advertising, the highest rate from which all discounts are computed.

Optimal Placement

A recommendation on where or when an ad should be placed Recommendations are based on an adís target audience, key message, etc. and the audience that is reached by the recommended TV show, billboard location, etc.

Outdoor Advertising

Signs or billboards placed along streets and highways, in both painted and poster formats.


Primarily print advertising seen outside of the home such as those on billboards, taxis, bus shelters, and the sides of city buses, as well as in transit stations, airports, and malls.



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