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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Rate Card

A card issued by an advertising medium listing its rates, requirements, and information needed from the advertiser.


A rating indicates the estimated percentage of population that has the opportunity to be exposed to the advertising message.


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 per copy."


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.



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