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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Paid Advertising or Paid Media

Ads that you pay to place in any medium. Because they are paid, the advertiser controls the placement and content of messages, making them very useful in targeting specific audience segments.

Pass-along Readers

Readers of a publication who are not primary readers that originally purchased the publication.


The extent to which a newspaper advertisement reaches a particular audience. Usually expressed as a percentage of the total audience.


A sheet containing a number of frames and the script from a television commercial.


A unit of measurement for type and printed materials. Six picas equal 1 inch.


A unit of measurement for type and printed materials. Twelve points equal 1 pica.


The part of the page, page number, and section where an advertisement appears.

Post-buy Report

A report provided by broadcast stations to advertisers that identifies the exact times, dates, programs, and estimated dollar value of the airtime in which the advertiserís commercials were broadcast.


The physical application of printed sheets to billboards.

Preferred Position

An advertising position within a publication or within a block of television ads for which the advertiser must pay a premium price.

Primary Readers

Readers who purchased a magazine or who are members of a household in which the publication was purchased.


A continuous period of time not less than 3 hours per broadcast day as designated by the station. Usually 8-11 p.m. EST, 7-10 p.m. CST, and 8-11 p.m. PST.

Produced (recorded) Tag

A tag that is recorded in a studio and added to the end of a spot.

Produced By

Ad agency or organization that produced the advertisement.

Production Date

Date that the ad was created.

Produced For

Health or tobacco control organization that paid for or arranged for production of the ad.

Produced Radio Spot

Radio advertisement that has been prerecorded.


Noncommercial entertainment, sports, and informational broadcast programs.


A copy of an advertisement as it will appear once produced or printed.

Public Service Announcement (PSA)

Any advertising intended for the public good that is placed free of charge. Usually refers to commercials intended for nonpaid placement on television or radio, in accordance with the Public Service Announcement/Government Agency Messages waiver provisions of the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA) Commercials contract. Also used informally for nonpaid placement on print and out-of-home vehicles.

Publisherís Statement

The statement of a publicationís circulation; reports are issued by the Audit Bureau of Circulation twice a year.



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