Advertising Terms
- Self-liquidating Premium :
- A premium offer paid by the consumer whose total cost including handling fees are paid for in the basic sales transaction.
- Semi-liquidator :
- A premium offer that is partially paid by the consumer as well as the manufacturer.
- Semiotics :
- Refers to theories regarding symbolism and how people glean meaning from words, sounds, and pictures. Sometimes used in researching names for various products and services.
- Serif Type :
- Short, decorative cross lines or tails at the ends of main strokes in some typefaces, such as Roman lettering.
- Self-mailer :
- A direct-mail piece in which no envelope or wrapper is required for mailing.
- Sets In Use (SIU) :
- The percent of television sets that are tuned into a particular broadcast during a specific amount of time.
- Share-of-audience :
- The percent of audiences that are tuned into a particular medium at a given time, e.g. the number of people watching television between the hours of 8:00 p.m. to 11:00 p.m.
- Share-of-voice (SOV) :
- DEFINITION: SOV = Share of Voice. The total percentage that you possess of the particular niche, market, or audience you are targeting.
- Shelf Screamers (shelf talkers) :
- A printed advertising message which is hung over the edge of a retail store shelf, e.g. "On Special," or "Sale item."
- Signature :
- (1) A musical theme associated with a television program, radio show, or a particular product or service. Also referred to as a Theme song. (2) Single printing sheet which folds into 4, 8, 12, 16, and so on pages to be gathered and bound to form a part of a book, or pamphlet.
- Silk Screening :
- A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and onto the printing surface. Also referred to as Serigraphy.
- Simmons Market Research Bureau (SMRB) :
- A syndicated service which provides audience exposure and product usage data for print and broadcast media.
- Situation Analysis :
- The gathering and evaluation of information to identify the target group and strategic direction of an advertising campaign.
- Slicks :
- A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction.
- Slotting Allowances :
- Fees paid by a manufacturer to a retailer for the retailer's shelf space.
- Soft Sell :
- The technique of using low pressure appeals in advertisements and commercials.
- Solid :
- An arrangement of type lines set vertically as closely as possible. Also referred to as solid set.
- Specialty Advertising :
- This is the older term used for Promotional products (see above). It remains a commonly used term by many companies.
- Speculative (spec) Sample :
- A sample promotional product, with the prospective buyer's imprint on it, produced with the hope that the customer will purchase it.
- Split Run :
- Two or more different forms of an advertisement which are ran simultaneously in different copies of the same publication, used to test the effectiveness of one advertisement over another to appeal to regional or other specific markets.
- 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 in geographic broadcast areas, purchased on a market-to-market basis rather than through a network.
- Spot Announcements :
- Commercial or public service announcements that are placed on television or radio programs.
- Staggered Schedule :
- A schedule of advertisements in a number of periodicals which have different insertion dates.
- Standard Advertising Unit System (SAUS) :
- A set of uniform advertising procedures developed by the American Newspaper Publishers Association.
- Standard Industrial Classification (SIC) :
- Defined by the U.S Department of Commerce to be a classification of businesses in a numeric hierarchy.
- Spread :
- Refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.
- Starch Scores :
- A result of a method used by Daniel Starch and staff in their studies of advertising readership which include noted, or the percent of readers who viewed the tested ad, associated, or the percent of readers who associated the ad with the advertiser, and read-most, or the percent of readers who read half or more of the copy.
- Starch Readership Service :
- A research organization (Starch INRA Hooper) that provides an advertisement's rank in issue and Starch scores.
- Standard Rate And Data Service (SRDS) :
- A commercial firm that publishes reference volumes that include up-to-date information on rates, requirements, closing dates, and other information necessary for ad placement in the media.
- Stet :
- A Latin term meaning "let it stand," which instructs a printer or typesetter to ignore an alteration called for in a proof.
- Stop Motion :
- A photographic technique in which inanimate objects appear to move.
- Step-and-repeat :
- A single image printed repeatedly in a pattern on a single sheet of paper.
- Storyboard :
- A blueprint for a TV commercial which is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script.
- Stratified Selection :
- An equally measured statistical sample which represents all the categories into which the population has been divided.
- Strategic Planning :
- Determination of the steps required to reach an objective of achieving the optimum fit between the organization and the marketplace.
- Stripping :
- Positioning film negatives or positives of copy and illustrations for the purpose of creating a printing plate for that ad or page. Also referred to as image assembly.
- Subliminal Persuasion :
- An advertising message presented below the threshold of consciousness. A visual or auditory message that is allegedly perceived psychologically, but not consciously. Also called Subception.
- Superimposition (Super) :
- A process in TV production where an image, words, or phrases are imposed over another image.
- Supplementary Media :
- Non-mass media vehicles that are used to promote products, e.g., Point-of-purchase advertising.
- Supplier :
- Companies that sell goods or services to an advertising agency for their use in constructing advertisements, e.g., design studios, color houses, printers, and paper producers.
- Swatch Proof :
- A sample of the material for a promotional product, with the customer's artwork printed on it in the specified colors.
- Syndicated Program :
- A television or radio program that is distributed in more than one market by an organization other than a network.
- Tabloid :
- A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14" high by 12" wide.
- Tachistoscope Testing :
- A method used in advertising and packaging recall tests. Used to measure a viewer's recognition and perception of various elements within an ad by using the different lighting and exposure techniques of a Tachistoscope - a device that projects an image at a fraction of a second.
- Sweeps :
- Refers to a time during the months of November, March, and May, when both Nielson and Arbitron survey all local market broadcast media for the purpose of rating the stations and their programming.
- Tag Line :
- A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
- Target Audience :
- A specified audience or demographic group for which an advertising message is designed.
- Target Market :
- A group of individuals whom collectively, are intended recipients of an advertiser's message.
- Tear Sheets :
- A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion. Also used to check color reproduction of advertisements.
- Teaser Campaign :
- An advertising campaign aimed at arousing interest and curiosity for a product.
- Telemarketing :
- The use of the telephone as a medium to sell, promote, or solicit goods and services.
- Theater Testing :
- A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad.
- Thumbnail :
- A rough, simple, often small sketch used to show the basic layout of an ad.
- Tracking Studies :
- A type of research study that follows the same group of subjects over an extended period of time.
- Trade Advertising :
- Advertising designed to increase sales specifically for retailers and wholesalers.
- Trade Character :
- People, characters, and animals that are used in advertising and are identified with the products, e.g. Jolly Green Giant and Tony the Tiger.
- Trade Name :
- The name under which a company operates.
- Time Compression :
- A technique used in broadcast production to delete time from television commercials.
- Trade Stimulants :
- Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.
- Trademark :
- Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
- Traffic Builder :
- A promotional tactic using direct mail. Designed to draw consumers to the mailer's location.
- Transit Advertising :
- Advertising that appears on public transportation or on waiting areas and bus stops.
- Transparency :
- A positive, color photographic image on clear film.
- Transparent Ink :
- Ink used in four color printing process that allows for colors underneath the ink to show through.
- Trap :
- To combine different layers of colors in order to create various colors in the four color printing process.
- Trim Size :
- A size of a magazine or newspaper page after trimming.
- Turnover :
- The rate of audience change for a specific program during a specific amount of time.
- Type Font :
- Refers to the complete alphabet for a specific typeface.
- Typeface :
- A designed alphabet with consistent characteristics and attributes.
- Typography :
- The designated setting of type for printing purposes.
- Unaided Recall :
- A research method in which a respondent is given no assistance in answering questions regarding a specific advertisement.
- Unfair Advertising :
- Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair advertising that falls within a very specific legal definition.
- Unique Selling Proposition :
- The unique product benefit that the competition can not claim.
- Up-front Buys :
- The purchasing of both broadcast and print early in the buying season.
- Utility :
- The value a consumer receives from a product's design.
- Values And Lifestyle (VALS) Research :
- A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics.
- Vehicle :
- A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would be magazines, while one vehicle would be Time magazine.
- Velox :
- A type of paper used for it's superior reproduction qualities.
- Vertical Discount :
- A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one week.
- Vignette :
- (1) An illustration that has soft edges, often produced by using cutouts or masks. (2) A photograph or halftone in which the edges, or parts of, are shaded off to a very light gray.
- Voice-pitch Analysis (VOPAN) :
- An advertising research technique of analyzing a subject's voice during their responses, to test their feelings and attitudes about an ad.
- Voiceover (VO) :
- The technique of using the voice of an unseen speaker during film, slides, or other voice material.
- Vertical Publications :
- Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and Retail Baking Today.
- Wash Drawings :
- Tonal drawing, similar to watercolor, intended for halftone reproduction.
- Waste Circulation :
- (1) Advertising in an area where the product or service is not available or has no sales potential. (2) Persons in an advertiser's audience who are not potential consumers.
- Wave Scheduling :
- An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks off.
- Wear Out :
- The point reached when an advertising campaign loses it's effectiveness due to repeated overplay of ads.
- Weight :
- (1) An adjustment made in a survey sample to correct for demographic or geographic imbalances. (2) Number of exposures of an advertisement.
- Word Painting :
- A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.
- White Space :
- Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc.
- Wipe :
- A transition of scenes in a visual production where one image appears to wipe the previous one from the screen.
- Vertical Scheduling :
- An advertising strategy that takes a commercial load, picks one or two days and books the exact same times every week for an entire year.
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