dictionari termeni advertising

8/2/2019 Dictionari Termeni Advertising

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Termeni advertising

Accordian insertAn advertisement that is inserted in a magazine, with a fold resembling an

accordion.

AdjacenciesSpatiu publicitar intre programele de televiziune.Time periods immediately before and after a television program, normally

used as a commercial break between programs.Advertisingpage exposure

Number of times a reader is exposed to a particular print advertisement,regardless of if they look at the ad.

Advertorial

Advertorial = advertisement+ editorialAn advertorial is an advertisement written in the form of an objective

article, and presented in a printed publicationusually designed in the style ofthat magazine, in the hope of conferring the magazines values upon the productor service.

Affirmativedisclosure

Revelation of information in an advertisement, required by the authority,that may not be desired by the advertiser, such as admission of limitation of theproduct. Cigarette warnings are the most common example of this.

Agate LineA standard unit of measure used to calculate the cost of advertising

space, used especially for classified advertisements; one column-inch is dividedinto 14 agate lines.

Air date The date scheduled for a radio or television broadcast

Answer print Version presented to the client for optical approval, after which it iscorrected for color, quality, and synchronization, and a final print is made.

AudilogDiary for recording television viewing habits: a diary kept by selected

audience members to record which television programs they watched, used as ameans of calculating television program ratings.

Back to backRunning more than one commercial, with one following immediately after

another.

Bait advertisingAn advertisement for a product at an extremely low price to encourage

consumers to come to the store or visit online when the company does not planon selling the item. Instead, a similar, more expensive item is offered in its place.

Bleed When Text or graphics extend all the way to the edge of the page, leavingno margin. Bleeds are used in publishing for graphical effect.

Blow-in card

A printed card "blown" into a publication and, therefore, loose rather than

bound to the publication. Most blow-in cards are used to solicit subscriptions tothe publications into which they are inserted.

BluelineA reproduction of the material submitted for printing. It allows a final

opportunity to detect errors and make minor corrections.

Bonus spotadditional TV or radio spot provided to an advertiser at no charge, as part

of an advertising packageBreak position Break-Even = The point at which total revenue is equal to total cost.

Bridgeto print an advertisement across the centre of a double-page spread in a

magazine

Broadcastcalendar

a standardized calendar used for the planning and purchase of radio andtelevision programs and advertising. The week starts on a Monday and ends on aSunday.

Broadside a sizable sheet of paper printed on one side, with advertising (afis)Bulldog edition

Edition of a daily morning newspaper that is distributed and sold atnewsstands the night before the date it bears.

Buried PositionPlacing an ad between other ads in a print publication, so that readers are lesslikely to see it.

Cease AndDesist Order

"An order issued to an advertiser to stop (cease) running a deceptive orunfair advertisement, campaign, and not to take it up again later (desist).

Chain breakntrerupere de emisiune, mesaj publicitar inserat n pauz .A pause for station identification, and commercials, during a network telecast.

Claymation

Clay + animation Tehnic de anima ie imagine cu imagine, care utilizeaz personaje

modelate n plastelin or alte aluaturi; (ex. Chicken Run - 2000).An animation method that uses clay figurines.Closing date Date all advertising must be ordered/reserved in a particular publication

or broadcast media outlet in order to secure the requested dates, times and/orpositions


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The day final copy and other materials must be at the vehicle in order toappear in a specific issue or time slot.

Collectiblesobject valued by collectorsA type of premium that consumers may desire to have as a part of a

greater collection of similar goods.

Column Inch=one column wide by one inch high (14 agate lines). A unit of

measurement for advertising space.Combinationrate

Reduced rate offered to advertisers for placing advertising in two or morepublications owned by the same publisher (a package deal)

Competitiveparity

A method of determining an advertising budget based on the amountsspent by competitors. the idea is that one should spend as much (or as little) asone's competitor on advertising.

Controlledcirculation

Free distribution of a publication to readers with special qualifications,individuals that have the ability to purchase or influence the purchase of productsand services advertised in the publication.

Cooperativeadvertising

Co-op program. A system that allows two parties (often a producer and adistributor - because of their shared interest in selling the product) to shareadvertising costs.

Correctiveadvertising

messages within advertisements launched by a company for the purposeof correcting consumers' mistaken impressions created by its previousadvertising."

Cost per inquiryThe cost of getting one person to inquire (ask) about your product or

service. This term is used in direct response advertising. The advertisement costus $1000. As a result, we had 200 calls from customers, so CPI was $5

Counteradvertising

advertising aimed as a reply to a competitors advertisements

Crop markslines drawn on an image or a page (or on a transparent overlay attached)

that indicate where to cut (may be drawn on manually or automatically)

Cumes

Abreviere pentru audienta cumulativa neta. termen de analiz a audien ei totale pentru prima oar (telespectatorii care v d filmul sau programul de mai multe ori sunt lua i n calcul o singur dat );

net cumulative audience. the number of people reached by anadvertisement at least once over a period of time

Cut-in To intrude or interrupt. a local announcement inserted into a network

program

DagmarIt stands for Defining Advertising Goals for Measured Advertising Results

(acronym). The process involves setting specific, measurable objectives for an adcampaign to determine if specific objectives were met.

Dissolve a gradual transition from one scene to the next. fade out then fade in

Double truckTwo facing pages used for a single, unbroken advertisement or editorial.

Also called a two-page spread and usually incorporating the gutter

Drive timeUsed in radio, this refers to morning and afternoon times when consumers

are driving to and from work.

Earned rateA discounted media rate, based on volume or frequency of media

placement.

EmA unit of measurement used in the field of typography, based on the ""M""

character.This unit defines the proportion of the letter width and height.

Envelope stuffer(also called envelope enclosure) An advertising material which is mailed in

an envelope with another mailed message (such as a bill), used to presentproducts or services

Exposure= expunere. Consumers who have seen (or heard) a media vehicle,

whether or not they paid attention to it.

FacingIn outdoor advertising this refers to the number of billboards at a location

facing the same direction. In marketing, it refers to the number of units facing theshopper on a shelf in the stores.

First refusal

Right of first refusal (ROFR or RFR) is a contractual right that gives itsholder the option to enter a business transaction with the owner of something,according to specified terms, before the owner is entitled to enter into thattransaction with a third party.

Fixed position A guaranteed position for an advertisement in a specific location in apublication, or running a commercial at a fixed time of day.Fixed-sum-per-unit method

A method of determining an advertising budget, which is based directly onthe number of units sold.

Flat rate Linear rate - a fixed media rate


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FlightingA media schedule that involves more advertising at certain times and less

advertising during other time periods.See Continuity; Pulsing.

Fringe timeTV time around prime time where there is usually more availability. Periodthat precedes or follows prime time.

Full positiona printadvertisement surrounded by reading (editorial) matter, making it

more likely consumers will read the ad.

Galley proofA copy of the text of a publication before it has been arranged in page

formats

Gatefold

An oversize page in a book or magazine that is folded in to be the same

size. It must be unfolded or "opened" to be read. Often attached to the insidefront cover of a magazine.

Grid cardlists rates on a grid, aligning the specific time periods advertisement and

the corresponding price.Grossimpressions

the total number of people who have seen an advertisement, multipliedby the number of times it has been run.

Guarantee"I vouch for the quality of my products". A written assurance that some

product or service will be provided or will meet certain specifications

Gutterthe area where the two pages meet in a publication. It can be left blank or

can be printed across to form aDouble truck (double-page spread).

Heavy-up

a high concentration of advertising for a short period of time in a mediaschedule. If an advertiser's product is more likely to be used at one specific timethan at another, the advertiser may choose to heavy-up the advertising for thattime period. For example, a candy manufacturer may opt for heavy-upadvertising during the two weeks prior to Halloween.

Hiatus

Break, gapIn television: a break of at least several weeks of a television program

(during a season or between seasons). In marketing: a period during a campaignwhen an advertisers schedule is suspended for a time.

Holding powerAbility of a radio or television program to keep the audience from

switching the channel or station, expressed as the percentage of total audience.Holdoveraudience

Percent of a radio or television program audience who listened to orwatched two programs in a row. Also called Inherited audience.

Horizontaldiscount

A discount on a media purchase resulting from a promise to advertiseover an extended period of time.

Horizontalpublications

Business publications designed to appeal to people of similar interests orresponsibilities in a variety of companies or industries. !!! diferit de Verticalpublications ="Publications whose editorial content deals with the interests of aspecific industry

Hot compositionA method of typesetting that involve pouring hot molten metal into molds

for different type fonts."

House organa magazine published by a company in order to promote that company's

productsInquiries a request for information about a product

Intaglio

A form of printing: the lines of the image are incised, or cut, into a metalplate (matrix). Ink is applied, the remaining ink is removed, and the plate is readyfor printing. The plate and a paper are run through a printing press that, throughpressure, transfers the ink from the incisions of the plate to the paper, resultingin a raised print surface.

Island displayAn exhibition stand separated from others. ORA print advertisement surrounded completely by editorial and often time

found in the center of a page.

Jumble displaymixture of products for sale: a display of several different products

arranged together for sale

Kerningthe adjustment of the space between individual printed characters alter its

fit or to give a neater appearanceLetterpressprinting

Letterpress puts a bite into the paper; is a relief printing process whereraised inked surfaces are pressed against paper to transfer images

LinageThe number of lines of printed or written material.used to calculate how

much the writer is paidLocal rate Pre ul de baz al anun ului publicitar aplicabil anun torilor locali ( localadvertising), spre

deosebire de tarifele negociate n campaniile de anvergur na ional (national advertising);
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An advertising rate charged to a local advertiser by local media andpublications

Loss leader An article of merchandise sold at a loss in order to attract customers

MakegoodAn advertisement placed again in a magazine or newspaper free of

charge, because a mistake was made in it when it was previously published (suchas in the wrong position or one that contained an error caused by the publisher.)

Master tape

Matte shotthe process of combining separately photographed shots onto one print,

usually used to create special effects such as combining a cartoon character with

a human actorMediaconcentrationtheory

Technique of scheduling media that involves buying space in one mediumonly and developing strength through concentration.

Mediadominancetheory

Technique of scheduling media that involves buying a large amount ofspace in one medium, and shifting to another medium after achieving optimumcoverage and frequency.

Milline rateused to determine Measure of the cost effectiveness of a particular

newspaper or magazine as an advertising vehicle. Formula: Cost of advertisingspace per agate line x 1,000,000 circulation

Narrowcasting

The transmission of data to a specific group of audience. Example: Cabletelevision (since the cable TV signals are sent only to homes that have subscribedto the cable service), magazines, radio stations.Perhaps the best example areelectronic mailing lists where messages are sent only to individuals whosubscribe to the list. Opposite of broadcasting.

Near-pack

In-packitem enclosed in a products packaging; On-packan itemattached to, the exterior of a product's packaging. Near-packan item offeredfree or for a discounted price with the purchase of another product, positionednear the product

On-air testsA test of recollection among viewers of a commercial or program during

real time broadcast of the tested communication.

Open end(1) Time left at the end of a commercial or program which is provided for

the use of local advertising or station identification. (2) A radio or televisionprogram with no specific time to end.

Out-of-homeadvertising

Outdoor advertising is essentially any type of advertising that reaches the

consumer while he or she is outside the home:in public places, in transit, waiting(such as in a medical office), and/or in specific commercial locations (such as in aretail venue)

Overnights

n audiometriedatele de audien disponibile a doua zi pentru difuz rile din ajun, combinate de agen ia Nielsen pentru cele mai importante 25 de pie e;

Next-day television ratings: television rating estimates available withinone day of a broadcast and derived from households with television meteringdevices

Overrun

(1) excess of cost over budget(2) to print more copies than needed for distribution of a publication.

Overruns may take place to meet unexpected needs or demands.(3) of a broadcast, to take more time than the allotted slot

Participation

Anunturi facute in timpul unei emisiuni, spre deosebire de cele facute in

pauzele dintre emisiuni. (2) Un anunt sau spatiu de difuzare care este impartit dediversi advertiseri.

Announcements made inside the context of a program as opposed tothose shown during station breaks. (2) An announcement or amount ofbroadcasting time which is shared by several advertisers.

Pass-alongreaders

reader who did not buy publication. A reader which becomes familiar witha publication without the purchase of a publication. These readers are taken intoaccount when calculating the total number of readers of a publication.

Per inquiryAn agreement between a media representative and an advertiser in which

all advertising fees are paid based on a percentage of all money received from anadvertiser's sales or inquires.

PhantomAn illustration showing the exterior of an object as if it were transparent,

while revealing interior detailing.Photoboards

A set of still photographs made from a television commercial,accompanied with a script, to be kept as records by an agency or client.

Picture windowAn ad layout in which the picture is placed at the top of the page, and the

copy is placed below.Piggyback (1) A direct mail offer that is included free with another offer. (2) Two


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commercials which are shown back-to-back by the same sponsor.

Preemptiblerate

discounted rate for commercial time which is sold to an advertiser and isnot guaranteed. Time may be sold to another advertiser who is willing to paymore; therefore, the advertiser buying this rate gambles to save money on thespot.

Pre-emption

A system of buying TV airtime in an auction. Under this system, airtimecan be sold at any one of a number of quoted rates for a given commercial breakor time segment. The buyer will elect which rate he wishes to pay for a spot buthe can lose the spot if "pre-empted" by another buyer subsequently willing to pay

more for the spot unless he is prepared to raise his stake. The theory behind thissystem is that the final cost will be governed by demand. Also the right of astation or network to cancel a regular programme to run a special programme ornews.

Preferredposition

O pozitie intr-o publicatie despre care se crede ca atrage atentiamajoritatii cititorilor si care este vanduta la o rata mai mare, de exemplu, copertadin spate a unei reviste

A position in a printed publication that is thought to attract most readerattention and is sold at a higher rate; for example, the back cover of a magazine.

Private brand

Un brand detinut de un wholesaler sau retailer, numit si si etichetapersonala. Vezi Manufacturer's Brand

A brand owned by a wholesaler or retailer; also called a private label. SeeManufacturer's Brand.

Progressiveproofs (Progs)

Set de urme facute in timpul procesului de printare in 3 culori, care aratafiecare culoare separat si in combinatii. Numita si Color proofs

Set of proofs made during the four-color printing process which showseach color plate separately and in combination. Also referred to as Color proofs.

Puffery(Puffing)

O practica legitima de a face evidente afirmatiile exagerate dinadvertising,e.g "cleaner than clean".

The legitimate practice of making obviously exaggerated claims inadvertising, eg. "cleaner than clean

Rating point

Puncte de rating reprezinta procentul din totalul impresiilor audientei tintadisponibila, care este reusit de catre un mijloc de media.

Rating points represent the percent of the total available target audienceimpressions that are delivered by a media vehicle.

Remnant spaceSpatiu dintr-o publicatie, aflat la reducere, care este vandut pentru a ajutala completarea editiilor regionale ale publicatiei.Discounted magazine space which is sold to help fill regional editions of

the publication.

Renewal rate

Procentajul de indivizi care isi reinnoiesc abonamentele la printuri mediacare se exind peste data de expiarare.

The percentage of individuals that renew their print media subscriptionsto extend beyond the previous expiration date

ResidualsA payment to performers, directors, or writers when their filmed work is

shown again, especially on television

Road block

O metoda de stabilire a unui program pentru reclame pentru a obtineaudienta maxima prin difuzarea simultana a aceleiasi reclame pe mai multeposturi

A method of scheduling broadcast commercials to obtain maximum reachby simultaneously showing the identical advertisement on several differentstations

Roll out

Lansarea unui nou produs intr-o regiune pe criteriul alegerii unei singureregiuni, in opozitie cu lansarea la ni vel national. Aceasta are scopul de aminimiza riscul si de a reduce investitia in productie si marketing. Vezi NationalIntroduction; New Product Development.

The launch of a new product on a region by region basis as opposed to anational introduction; the rollout is intended to minimise the risk and to reducethe investment in production and marketing. See National Introduction; NewProduct Development.

Romance cardWritten material that accompanies an advertising specialty, providing

information about the product and its background.

RotoscopingProcesul de a folosi personaje vii sau animate intr-un advertisement. The process of using live and animated characters within an

advertisement.Rough cut Approximate measure used for estimating the soundness of a quantity.Run-of-press Optiunea unui editor de ziar de a plasa un ad oriunde aleg in publicatie, in


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(ROP)

opozitie cu Preferred position. Numita si Run-of paperA newspaper publisher's option to place an ad anywhere in the publication

that they choose, as opposed to Preferred position. Also referred to as Run-ofpaper.

Scene setting

Procesul de folosire a unor sunete realiste pentru a stimula zgomote pefundal in timpul productiei radio, cum ar fi claxoane, sirene, raseste inregistrate,etc

The process of using realistic sounds to stimulate noise in backgroundsduring radio production such as car horns, sirens, recorded laughter, etc.

Seasonal ratingadjustaments

In media(radio si tv), modificarile de rating care reflecta schimbarile dintr-un, e.g. starea vremii si vacantele.In broadcast media, rating modifications that reflect changes in the

season, e.g. weather and holidays.

Self-mailerPostcard-like direct mail piece that can be mailed as it is, without the need

for an envelope or wrapper

Shelf screamers(self takers)

Un mesaj de advetising printat care este agatat pe marginea unui raftdintr-o magazin, ex. "On Special," or "Sale item."

A printed advertising message which is hung over the edge of a retailstore shelf, e.g. "On Special," or "Sale item."

Short rate

SimulcastA program that is broadcast simultaneously on both television and radio,

on multiple channels, or in multiple languages

Slicks

O dovada a unui ad, de calitate exceptionala, printata pe hartie lucioasa sicare este potrivit pentru reproducere.

A high-quality proof of an advertisement printed on glossy paper which issuited for reproduction.

Speculativesample (spec)

Un produs monstra, promotional, cu marca potentialului cumparator ,produs in speranta ca clientul il va cumpara.

A sample promotional product, with the prospective buyer's imprint on it,produced with the hope that the customer will purchase it.

Spill-in/ Spill out

Gradul in care o media este receptata intr-o tara straina mai mult decat intara de origine.

The degree to which advertising media are seen in countries other thanthe country of origin.

Split run

Are loc atunci and rulezi o reclama in distributia unui mijloc media si altareclama, de obicei pentru aceeasi companie, la sfarsitul distributiei. Adeseafolosit in advertising-ul cu raspuns direct pentru a testa eficacitatea a 2 ofertediferite, tehnici sau mijloace creative. Aceasta metoda este folosita si in mediapan-regionala pentru a oferi flexibilitate geografica.

Occurs when you run one advertisement in part of a media vehiclesdistribution and another, usually for the same company, in the remainder of itsdistribution. Often used in direct response advertising to test the relativeeffectiveness of two different offers, creative treatments or techniques. Alsooffered increasingly by pan-regional media to provide more geographic flexibility.

Scheduling two or more executions of an advertising message inalternate copies of a magazine's circulation in a given issue

Staggeredschedule

Un program al reclamelor intr-un numar de perioade care au date deinsertie diferite

A schedule of advertisements in a number of periodicals which havedifferent insertion dates.

Step-and-repeatNoting or pertaining to a process by which successive photo-offset plates

are produced automatically or semiautomatically with great precision: used esp.in making plates for multicolor printing.

Stop motionO tehnica fotografica in care obiectele neanimate par sa se miste.A photographic technique in which inanimate objects appear to move.

Strip (strip

programming)

Grila unui post care este alcatuita astfel incat sa ruleze acelasi programsau acelasi gen de progame in fiecare zi este cunoscuta ca avand un formatstrip. Este echivalentul TV/radio pentru o publicatie verticala(vezi: VerticalPublication).

A broadcasters programme schedule which is constructed to run eitherthe same programme or the same programme genre segment each weekday isknown as a strip format. The broadcasting equivalent of a vertical publication(see Vertical Publication).

Superimposition Lay something over something: to place something such as atransparent image on or over something else, often with the result that both


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things appear simultaneously, although one may partially obscure the other

Swatch proofA sample of the material for a promotional product, with the customer's

artwork printed on it in the specified colors.

Tag line

Un slogan sau fraza care exprima vizual cel mai important atribut saubeneficiu al produsului, pe care advertiserul vrea sa-l transmita. In general, otema a campaniei.

A slogan or phrase that visually conveys the most important productattribute or benefit that the advertiser wishes to convey. Generally, a theme to acampaign.

Tear sheets

O pagina taiata dintr-o revista sau ziar care este trimis advertiserului cadovada a insertiei ad-ului. De asemenea, folosita pentru verificarea reproduceriiculorii reclamelor.

A page cut from a magazine or newspaper that is sent to the advertiser asproof of the ad insertion. Also used to check color reproduction ofadvertisements.

Thumbnail

O schita simpla, deseori mica ca dimaesiuni folosita pentru a arata layout-ul de baza al unui ad.

A rough, simple, often small sketch used to show the basic layout of anad.

Total audienceplan

An advertising schedule that places ads in a pattern that utilizes allstation dayparts for maximum station audience exposure.

Traffic builder

Obiectul cu pretul cel mai mic dintr-o linie de productie. Vezi PrestigeBuilder, Product Line.

The lowest-priced item in a product line. See Prestige Builder; ProductLine.

Trim sizeMarimea unei reviste sau ziar dupa taiere.

A size of a magazine or newspaper page after trimming.

TurnoverRata schimbarii publicului pentru un program intr-un interval de timp dat.The rate of audience change for a specific program during a specific

amount of time.

Unique sellingproposition

Calitatea, beneficiul sau trasatura specifica a unui produs pe care nu opoate oferi nici un competitor. Folosit uzual sub forma de USP.

The particular quality, feature or benefit of a product which a competitor's

product, although similar, cannot or does not offer; commonly referred to as theUSP.

Upfront

Cumpararea de spatiu publicitar TV cu mult inainte sa inceapa campaniasi de obicei si o pentru o perioada dupa pentru a alege cele mai bune programe.Este un termen impamantenit in SUA, desi nu este folosit exclusiv aici.

Purchasing TV commercial airtime well in advance of the airdate time andgenerally for a protracted period in order to have optimal selection of availableprogrammes. A term coined in, though not exclusive to, the USA.

VeloxUn tip de hartie folosit pentru reproduceri de calitate superioara.A type of paper used for it's superior reproduction qualities.

Verticaldiscount

Pret redus acordat firmelor care cumpara spatiu publicitar la un canal deemisie pentru o perioada limitata de timp, de exemplu o saptamana.

A reduced rate offered to advertisers who purchase airtime on a broadcast

medium for a limited amount of time, e.g., one week.

Verticalpublications

Publicatii ale caror continut se confrunta cu interesele anumitei industrii,de exemplu National Petroleum Magazine (revista petrolului national) sau RetailBanking Today.

Publications whose editorial content deals with the interests of a specificindustry, e.g., National Petroleum Magazine and Retail Baking Today.

Voiceover (VO)

(1) advertising intr-o zona in care produsul nu este disponobil sau unde nuare potential de vanzare. (2) Persoane din audienta care nu pot fi potentialiconsumatori.

(1) Advertising in an area where the product or service is not available orhas no sales potential. (2) Persons in an advertiser's audience who are notpotential consumers.

Voice-pitchanalysis(VOPAN)

Tehnica de cercetare de marketing care analizeaza vocea persoanelorchestionate cu scopul de a afla atitudinile si sentimentele pe care le au vizavi deo reclama.

An advertising research technique of analyzing a subject's voice duringtheir responses, to test their feelings and attitudes about an ad.

Waste Readers of a periodical who are not prospects for the good or service


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circulation being advertised, or who are where it is not available.

Wavescheduling

Strategie de advertising care consta in planificarea spatiului in perioadelede intermitenta ale canalelor media, de exemplu, doua saptamani da, douasaptamani nu.

An advertising strategy that consists of scheduling space in the media inintermittent periods, e.g., two weeks on, two weeks off.

Wear out

Descrie momentul in care eficacitatea unei campanii se diminueazadatorita expunerii prelungite sau supra-expunerea aceleiasi reclame.

When a campaigns effectiveness diminishes due to prolonged or over

exposure of the same advertisement.

Wipe

Tranzitie de scene intr-o productie vizuala in care o imagine apare pentrua o sterge pe cea de dinainte de pe ecran.

A transition of scenes in a visual production where one image appears towipe the previous one from the screen.

Word painting

Tehnica folosita in industria radioului care foloseste multe cuvintedescriptive pentru a evoca imagini in materialele scrise cu scopul de a incerca sa-l aduca pe ascultator in mijlocul scenei.

A technique used in the radio broadcast industry that uses highlydescriptive words to evoke images in reading material as an attempt to place thelistener into the scene.

EM = Early Morning (07:00-10:00)DT = Day Time (10:00-16:00)EF = Early Fringe (16:00-19:00)PT = Prime Time (19:00-23:00)LF = Late Fringe (23:00-01:00)

dictionari termeni advertising

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