Ad Impressions: The number of times an advertisement is seen by audiences.
Advertising: A paid commercial message promoting the university and/or its campuses, units, programs, events, and people. An advertisement can appear in print or electronic publications, including internet sites and CDs; on radio, television, or other means of electronic distribution (such as podcasts); and on public media such as banners, billboards, kiosks, and signage in transportation hubs.
Advertising Plan: An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.
Advertorial: An advertisement that resembles a news article or editorial in a print or electronic communication that promotes a single program, service, or point of view.
Agency Commission: The agency's fee for designing and placing advertisements. Generally, this is calculated as 15 percent to 20 percent of the amount spent to purchase space or time in the various media used for the advertising.
Billboard: An outdoor sign or poster. Costs for a specific billboard are determined by the board's size and the amount of traffic that passes its location.
Bleed: Allowing a picture or advertisement to extend beyond the normal margin of a printed page, to the edge of the page.
Broadcast TV: Television stations whose signals are carried to households over airwaves.
Camera-Ready Ad: An advertisement that has been output through a high-quality laser printer and is in sufficiently finished form to be photographed for printing.
Channel: Any medium through which a message can be sent to a receiver, including oral communication, print media, TV, and the internet.
Circulation: The total number of distributed copies of a publication at a specified time.
Classified Advertisement: In print media, any advertisement that is limited to certain classifications of goods and services (such as program and events listings) and usually limited in size and content.
Closing Date: The date by which all advertising must be ordered from a specific medium in order to secure dates, times, and placements.
Column Inch: A unit of measure by newspapers whereby advertisement space is purchased by the width, in columns, and the depth in inches. For example, an advertisement that is three standard columns wide and five inches tall (or deep) would be 15 column inches.
Display Advertisement: In print media, any advertisement other than a classified ad.
DMA: Designated Market Area is the geographic area that your ad is reaching.
Double Truck: A two-page spread in a print publication, where the advertisement runs across the middle gutter.
Drive Time: The hours when the most commuters are in their cars. During "drive time," radio advertising costs more because of increased listeners.
Full-Service Agency: An agency that handles all aspects of the advertising process, including planning, design, production, and placement.
Inline Ad: An online ad located anywhere on the page that consists of a few lines of copy and/or an image together with a link or email address for action.
Insert: Advertisement or other promotional matter published by an advertiser to be inserted in a magazine or newspaper. It may be bound into the publication or inserted loose without binding.
Insertion Order: A written authorization for a publisher to run a print advertisement in a specific publication on a certain date at a specified price.
Jump Page: The page that is displayed when a user clicks on a website banner. Often this is just the home page for a product or service, but special promotions may have more complicated pages.
Local Time: Radio spots available for purchase by a local advertiser.
Marketing Campaign: A specific series of strategies, tactics, and activities designed to get desired marketing messages to intended target markets. A marketing plan should be researched and developed to include an outline of what goals the campaign is to achieve, how to accomplish those goals, and how to measure the success of the campaign in achieving those goals.
Media Kit: Information offered to potential advertisers by publishers to help the advertisers understand the publishers rates, visitor demographics, terms, etc.
Media Outlet: A publication or broadcast organization that transmits information, news, entertainment, and advertising messages. Media outlets can include print publications, electronic newsletters, websites, billboard, radio stations, as well as broadcast and cable TV stations.
Medium (plural, Media): A vehicle or group of vehicles—such as newspapers, websites, television, cable television, radio, billboards—used to convey information, news, entertainment, and advertising messages to an audience.
PDF (Portable Document Format): An open file format used to create or view documents. PDF files can be used to review and approve ads. In some cases, they also can be used as the final file format sent to the media outlet.
Podcast/Podcasting: A media file that is distributed over the internet using syndication feeds for playback on portable media players and personal computers.
Preferred Position: A position in a printed publication that is thought to attract more reader attention and is sold at a higher rate; for example, the back or inside front cover of a magazine.
Prime Time: Highest level of TV viewing (8 to 11 p.m. EST).
Proof: Copy of the advertisement distributed for changes or corrections prior to final approval.
Public Service Announcement (PSA): Announcement on television or radio serving the public interest typically run by the media at no charge.
Rate Card: Information cards provided by both print and broadcast media that contain information about advertising costs, mechanical requirements, special issues, closing dates, cancellation dates, circulation data, etc.
Reach: The total number of people or households exposed to an advertisement during a specified time. Reach measures the true extent of audience exposure to a medium and is usually expressed as a percentage of the total market.
Reservation Date: The day you request that a publication set aside space for your organization because you will be advertising in a particular issue. Typically, advertisement space must be reserved a number of days in advance of the insertion date.
Run Date: The day your advertisement appears in the publication; also known as insertion date.
Run-of-Press (ROP): A newspaper publisher's option to place an advertisement in whatever section is available rather than in a preferred section, such as business, education, or classifieds. Also known as run-of-paper.
Run-of-Schedule (ROS): A broadcast station's option to place an advertisement in any time slot they choose; also known as run-of-station.
Space Reservation: Notification to a media vendor, either written or verbal, of intentions to run an ad.
Spot (Spot Announcement): 15-, 30-, or 60-second radio or television commercial.
Spot Color: The technique of coloring for emphasis some areas of basic black-and-white advertisements, usually with a single color.
Spot Television (or Radio): Time slots purchased on a market basis rather than through a network and allowing for greater flexibility for advertisers.
Storyboard: A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard provides a good representation of the concept for a commercial before extensive production charges are incurred.
Submission Date: Date by which advertisement must be provided to the medium in order to appear on or in a specific date, time, or place.
Syndication Feed: A form of syndication in which content on a website is made available for other sites to use.
Total Audience Plan (TAP): A radio advertising package rate that guarantees a percentage of spots in the better parts of the day.
Volume Discount: A price discount offered to advertisers willing to commit to a certain quantity of advertisements at a certain rate.
Webcasting: The process of delivering audio and/or video online. Audio or video webcasts can be delivered live (as an event happens) or on-demand (at the user's convenience). They can be streamed (delivered progressively as it is viewed) or downloaded (delivered in its entirety before it can be played) by the user. Advertisements can be inserted at the beginning of the webcast.