Речник

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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.

Accessibility
One of the four major requirements (with actionability, measurability and substantiality) for useful market segmentation; accessibility expresses the notion that the segment targeted must be able to be reached and served adequately by the firm's promotion and distribution system.

Accordian insert
An ad inserted in a magazine, folded with an accordian-style fold.

Accumulation
An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period.

Acetate
Transparent plastic sheet frequently used for overlays in ad layouts.

Across-the-board (дословно "Всеобхващащо")
Предаване, излъчвано всекидневно в едно и също време през цялата седмица. Такива предавания обикновенно имат една и съща аудитория и са удобни за реклама, насочена към определен сегмент от зрители.

Active listening
A method of listening that attempts to draw out as much information as possible by actively processing information received and stimulating the communication of additional information.

Ad (Аds)
Съкращение от Advertising, Advertisement - реклама.

Ad copy
The printed text or spoken words in an advertisement.

Adjacencies
Time periods immediately before and after a television program, normally used as a commercial break between programs.

Adnorm
Процент от зрителите, запомнили определена реклама.

Adnorm
A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average.

Adoption
The choice of one product over another.

Advance premium
A premium provided to a consumer, on the condition of some later purchase.

Advertise
Да рекламираш, да направиш обява за нещо.

Advertiser
Рекламодател - обикновено компания, която плаща за поместване на нейни рекламни материали.

Advertiser
The manufacturer, service company, retailer, or supplier who advertises their product or service.

Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63-77.)

Advertising allowance
Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising.

Advertising budget
Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget.

Advertising effectiveness
The degree to which the objectives of an advertisement or advertising campaign have been achieved; the effectiveness is commonly gauged by measuring the effect on sales, brand awareness, brand preference, etc.

Advertising elasticity
The relationship between a change in advertising budget and the resulting change in product sales.

Advertising goal
A particular communication task to be accomplished with a specific target audience in a given period of time.

Advertising page exposure
A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad.

Advertising plan
An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.

Advertising research
Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.

Advertising specialty
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.

Advertorial
An advertisement that has the appearance of a news article or editorial, in a print publication. See Infomercial, below.

Advertorial (Текст с права на реклама)
Статия, за която е заплатено и тя не е обективен редакционен възглед.

Advocacy advertising
Разяснително-пропагандна реклама.

Advocacy advertising
Advertising used to promote a position on a political, controversial or other social issue.

Affiliate program
Партньорска програма, при която сайтът, който се включва в програмата, започва да продава нечии продукти или услуги срещу комисиона от продажбите.

Affiniti (index T/U)
Индекс на съответствието, показващ съотношението на рейтинга към целева група спрямо цялото население, изразено в проценти.

Affirmative disclosure
A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the advertisement.

Agate line
A measure of newspaper advertising space, one column wide and 1/14th inch deep.

Agency commission
The agency's fee for designing and placing advertisements. Historically, this was calculated as 15 percent of the amount spent to purchase space or time in the various media used for the advertising. In recent years the commission has, in many cases, become negotiable, and may even be based on some measure of the campaign's success.

AIDA
Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc.

Aided recall
A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.

AIR (Average Issue Readership)
Усреднено количество на читателите на един брой от издание. Може да бъде в абсолютно значение (в хиляди бр.) или в проценти спрямо населението.

Airbrush
An artist's technique for creating a smooth gradation of color. It is often used to cover imperfections in a photograph, e.g., in a model's skin.

Ala carte services
Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase.

Algorithm
A step-by-step problemsolving procedure, especially an established, recursive computational procedure for solving a problem in a finite number of steps.

Algorithm
s. a step-by-step problemsolving procedure, especially an
established, recursive computational procedure for solving a problem in a finite number of steps

Alpha Level
The amount of error or chance allowed in sampling or nferential testing.

ANA
Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their products or services.

Analysis of Variance (ANOVA
s. an
inferential statistical test of significance for continuous ent dependent variables against a number of groups as independent variables

Answer print
The final edited version (print) of a television commercial, for approval by the client. It may still need color correction, etc.

Appeal
The advertisement's selling message.

Arbitron
Television and radio rating service that publishes regular reports for selected markets.

Area of dominant influence (ADI)
A geographic designation, used by Arbitron, that specifies which counties fall into a specific television market. See, also, Designated Market Area.

Art proof
The artwork for an ad, to be submitted for client approval.

Articles
An output, typically printed but also found on the Internet.

Articles
m. an output, typically printed
but also found on the Internet

Artwork
The visual components of an ad, not including the typeset text.

Attitude
m. a predisposition to act or behave toward some object; a motivating factor in public relations; composed of three dimensions: affective (emotional evaluation), cognitive (knowledge evaluation), and connotative (behavioral evaluation)

Attitude Research
The measuring and interpreting a full range of views, sentiments, feelings, opinions, and beliefs that segments of the public may hold toward a client or product.

Attitude Scale
A measure that targets respondent attitudes or beliefs toward some object; typically interval-level data and requires that an arbitrary or absolute midpoint ("neutral" or "neither agree nor disagree") be provided to the respondent; also known as Likerttype or Semantic Differential measures; s. an output measured as an interval or ratio measure.

Audience
A specified group from within a defined public targeted for influence.

Audience
The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material conveyed by that vehicle.

Audience duplication
The number of people who saw or heard more than one of the programs or publications in which an ad was placed.

Audilog
A diary kept by selected audience members to record which television programs they watched, as a means of rating television shows. Used by A.C. Nielsen.

Audimeter
An electronic recording device used by A.C. Nielsen to track when a television set is in use, and to what station it is set.

Audit Bureau of Circulations (ABC)
A company that audits the circulation of print publications, to insure that reported circulation figures are accurate.

Availability
Advertising time on radio or television that is available for purchase, at a specific time.

Average Audience (AA)
The number of homes or persons tuned to a television program during an average minute, or the number of persons who viewed an average issue of a print publication.