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.


When commercials air during higher rated viewing dayparts instead of during the lower rated dayparts as purchased.

Usage Limitations

Restrictions on the placement of a commercial (e.g., PSA use only).

Use Fees

In paid broadcast advertising, the fees paid to performers used in television commercials or radio spots. The fee is based on the number of airplays and the number and size of media markets in which the advertisement will air. Use fees are paid in addition to holding fees.



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