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.


The sponsorís identification, and in some cases, contact information.


Length of time available on a television or radio ad for sponsor identification/tag.


Primarily refers to actors used in advertising. Can also refer to voice performers, musicians, etc.

Talent Agency

Group engaged in the employment and payment of actors, voice performers, and musicians etc. used in advertising.

Target Audience or Primary Target Audience

The specific group that the advertiser is attempting to reach and influence.

Target Market Profile

A demographic and psychographic description of a target market.

Target Rating Points (TRPs)

An estimate of the percentage of the target audience that will be exposed to a television or radio commercial.

Tear Sheets

A page containing an advertisement that is removed from a publication and sent to an advertiser, allowing the advertiser to see how the ad appeared.


Results from focus groups and other market research to gauge the potential effectiveness of a message, concept or advertisement.


Subject or topic conveyed in an advertisement.


The frequency level required to achieve an effect. (Note: an ad may need to achieve an average frequency of 3 before it is remembered.)


A descriptive general heading that identifies the advertisement.

Traffic Instructions

Instructions the advertiser gives to stations regarding the proportion of airtime to be allotted each advertisement.

Transit Advertising

A form of out-of-home advertising that includes placement of print ads on buses and other vehicles and in train stations and bus shelters.



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