[Home page] [Company profile ] [Services] [Reseach & Creativety] [Vietnam advertising connection] [Data Place] <ALIGN="LEFT" A variety of advertising-related terms are defined below, for your use. Be aware, however, that these definitions are necessarily simple, and in some cases even simplistic. QUICK INDEX A B C D E F G H I J K L M N O P Q R S T U V W X Y Z A AAA American Academy of Advertising. An association of educators, students, and former educators in advertising. AAAA American Association of Advertising Agencies. An association whose members are ad agencies. ANA Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their products or services. Accordian insert An ad inserted in a magazine, folded with an accordian-style fold. Accumulation An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period. Acetate Transparent plastic sheet frequently used for overlays in ad layouts. Ad copy The printed text or spoken words in an advertisement. Adjacencies Time periods immediately before and after a television program, normally used as a commercial break between programs. Adnorm A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average. Advance premium A premium provided to a consumer, on the condition of some later purchase. Advertiser The manufacturer, service company, retailer, or supplier who advertises their product or service. Advertising There are a variety of definitions, with subtle but important distinctions. While the general public frequently views advertising as encompassing all forms of promotional communication, most advertising practitioners limit it to paid communications conveyed by a mass medium. The latter definition distinguishes advertising from other forms of marketing communication, such as Sales Promotion, Public Relations, and Direct Marketing. Advertising allowance Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising. Advertising budget Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget. Advertising elasticity The relationship between a change in advertising budget and the resulting change in product sales. Advertising page exposure A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad. 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. Advertising research Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives. Advertising specialty A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product. Advertorial An advertisement that has the appearance of a news article or editorial, in a print publication. See Infomercial, below. Advocacy advertising Advertising used to promote a position on a political, controversial or other social issue. Affirmative disclosure A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the advertisement. Agate line A measure of newspaper advertising space, one column wide and 1/14th inch deep. Agency commission The agency's fee