shweta

Package Package enclosure Same as In-pack premium, above. Package insert Separate advertising material included in merchandise packages that advertises goods or services; also referred to as Package Stuffer. Painted bulletin A freestanding steel or wooden structure, approximately 50′ wide by 15′ high, with molding around the outer edges similar to a poster panel, and including […]

O & O station Radio and television stations owned and operated by a network. Off card Refers to advertising time sold at a rate that does not appear on the rate card. Offset lithography A planographic printing process. A photographic image from a printing plate is transferred to a rubber blanket, which, in turn, transfers

NAB National Association of Broadcasters. An association whose membership is largely composed of radio and television stations. NAD National Advertising Division of the Council of Better Business Bureaus. This organization serves as a major self-regulatory mechanism for advertising. NARB National Advertising Review Board of the Council of Better Business Bureaus. When an alleged problem arises

Macromarketing A type of marketing in which a company adapts itself to uncontrollable factors within the industry. Mail-in premium A premium obtained by mailing in a suitable response to the manufacturer or distributor, with or without money. Mail-order advertising Advertising which supplies paperwork for the purpose of soliciting a purchase made through the mail. Make

Lanham Act Federal trademark law. Layout A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad. Leading The space between lines of type. Leave-behind A premium left with prospective customers by a sales person, to remind them of the product or service being sold.  

Keeper A premium used to induce a consumer to take some action, such as completing a survey or trying a product. Kerning Spacing between the letters of a word. Keystone Markup Doubling the cost to arrive at a price. Thus a men’s clothing store which purchases a suit at $125 and retails it for $250 is