Marketing Glossary
Billboard: An outdoor advertising display or in broadcast it is a short 5 to 10 second announcement indicating an advertiser's sponsorship of a program.
Bleed: Print advertisement that extends all the way to the edge of the page with no margin or lined border. A majority of publications will rate ads with a bleed at a higher price due to additional set-up and production work required.
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/or positions. Typically comes before the date artwork and/or broadcast commercial is due.
Column Inch: Unit of newspaper space one column wide and one inch deep (14 agate lines).
Direct Mail Advertising: Any printed material sent through the mail directly to prospective customers, typically in the form of a postcard or personalized letter.
Double Truck: A newspaper ad unit that is two full-pages, including the gutter or fold in size. Sometimes referred to as a two-page spread.
Facing: In 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 the shopper on a shelf in the grocery store, retails store, drug store, etc.
Gutter: The blank spaces between the margins of facing pages in a publication, that separates advertising or editorial content from one another.
Insertion Order: A written agreement between the advertiser or agency and the publication, which authorizes a publication to run a specific advertisement in specific issue or on a specific date. Order provides placement instructions to the publication, including: cost per ad, size of ad, requests for special position, and other details.
Island Position: A print advertisement surrounded completely by editorial and often time found in the center of a page.
Magazine Supplement: The magazine section of a Sunday newspaper produced either locally or nationally.
PBW, P4C: Abbreviations for Page Black & White and Page Four Color.
Pass-along Audience: Readers of magazines or newspapers who did not subscribe to the publication, but read another purchaser's copy. Also called Secondary Audience.
Poster Panel: The standard outdoor advertising display unit is usually 25 feet wide by 12 feet high.
Run Of Press or Run Of Paper (ROP): A newspaper insertion that leaves the exact position of the ad advertisement to the newspaper's discretion. Most publications will respect category exclusivity and not place competing business' print ads next to each other.
Split Run: Scheduling two or more executions of an advertising message in alternate copies of a magazine's circulation in a given issue.
Tabloid: A newspaper section that is 2/3 the size of a standard newspaper (5-6 columns wide).
TrueRemove™: A reliable service that manages subscriber opt-outs as specified by industry standards.
Vehicle: Any medium capable of exposing advertising to an audience.
