shweta

Jingle A short song, usually mentioning a brand or product benefit, used in a commercial. A programming element such as an anthem or musical song produced by professional studio singers for commercials or radio station promotional announcements. Jumble display A mixture of products or brands on a single display, such as a clearance table. Jobber […]

Halftone A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots. Hierarchy-of-effects theory A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a

Galley proof A typeset copy of an ad or editorial material, before it is made into pages for final production. Galvanometer test A research method that measures physiological changes in consumers when asked a question or shown some stimulus material (such as an ad). Gantry A framework of steel bars raised at two ends of

FCC Federal Communications Commission. The federal agency responsible for regulating broadcast and electronic communications. FTC Federal Trade Commission. The federal agency primarily responsible for regulating national advertising. Facings Refers to the number of billboards used for an advertisement. Factory pack A premium attached to a product, in or on the packaging. Fixed Position A guaranteed

Earned rate A discounted media rate, based on volume or frequency of media placement. Electric spectacular Outdoor signs or billboards composed largely of lighting or other electrical components. EM Unit of type measurement, based on the “M” character. End-user The person who actually uses a product, whether or not they are the one who purchased

Dailies Also called rushes, this refers to unedited film. These are called Dailies because the film typically is viewed from a single day’s shooting, even if the final commercial or program will take many days or weeks of shooting. DAGMAR This refers to a process of establishing goals for an ad campaign such that it is