Marketing Glossary

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

CBBB Council of Better Business Bureaus. A national organization of local business bureaus. Camera-ready art Artwork that is in sufficiently finished form to be photographed for printing. Caption Car card A poster placed in buses, subways, etc. Also called a Bus card. Card rate Media rates published by a broadcast station or print publication on

Back to Back Running more than one commercial, with one following immediately after another. Bait Advertising Advertising a product at a very low price, when it is difficult or even impossible to obtain the product for the price advertised. Barter Exchanging merchandise, or something other than money, for advertising time or space. A term used

AAA American Academy of Advertising. An association of educators, students, and former educators in advertising. AAAA American Association of Advertising Agencies. An association whose members are ad agencies. ANA Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their products or services.   Accordion insert An ad inserted in a