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.
Courtesy of www.GreatNewspaperAds.com
Home of the
Do-It-Yourself Newspaper Advertising Course That Gets You Results.
A card issued by an advertising
medium listing its rates, requirements, and information needed from the
A rating indicates the estimated
percentage of population that has the opportunity to be exposed to the
The number of people or households
that will be exposed to a specific advertising message over a period of
time, typically four weeks.
Information on usersí experience
with the ad. This may include information such as amount of airplay, calls
generated, or anecdotal information on public response to the ad.
Readers per Copy (RPC)
The number of individuals
who read a given copy of a publication.
A print publicationís circulation
multiplied by its pass-along audience, normally expressed in "readers
The extent to which the target
audience remembers seeing or hearing a message or advertisement. Recall
is one determinant of the effectiveness of an advertising campaign.
Correcting or improving photographs
or other artwork.
Run of Paper (ROP)
Any location in a publication,
in contrast to preferred position.