This section features key phrases and terms that will give the readER insight into marketing and advertising terms.
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).
Gatefold: Double or triple-size pages, generally in magazines, that fold out into a large advertisement.
Guaranteed Circulation:A media rate that comes with a guarantee that the publication will achieve a certain circulation.
Generic Brand:Product that is not associated with a private or national brand name.
Gravure:A printing process that uses an etched printing cylinder.
Green Advertising: Advertising that promotes a product or service’s ability to help or, more likely, not hurt the environment.
Grid card:A broadcast media rate card that lists rates on a grid, according to the time periods that might be
selected for the ad.
Gross Audience:The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.
Gross Impressions:Total number of unduplicated people or households represented by a given media schedule.
Gross Rating Points (GRPs):Reach times average frequency. This is a measure of the advertising weight delivered by a vehicle orvehicles within a given time period.
Gutter:The inside margins of two pages that face each other in a print publication.
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.
Hashtags: A hashtag is simply a means to organize and advertise an idea on social media (Instagram, Twitter, Google+, etc. Hashtags are shared with appealing ideas, the more likely the hashtag is to be shared. .
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 product).
Holding Power:The ability to keep an audience throughout a broadcast, rather than having them change channels. It is represented as a percent of the total audience.
Holdover Audience:The percent of a program’s audience that watched or listened to the immediately preceding program on the same station. Also called Inherited audience (see below).
Hologram: A three-dimensional photograph or illustration, created with an optical process that uses lasers.
Horizontal Discount: A discount on a media purchase resulting from a promise to advertise over an extended period of time.
Horizontal Publications: Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
Host/Hostess Gift:A gift to a consumer who sponsors a sales demonstration party or meeting.
Hot Composition:A method of typesetting that uses molten metal to form the letters for a typeface. See Cold type,
House Agency: An advertising agency owned and operated by an advertiser, which handles the advertiser’s account.
House Organ: A publication owned and operated by an advertiser, and used to promote the advertiser’s products or services.
Households Using Television (HUT): The number of households in a given market watching television at a certain time. This term is used by A.C. Nielsen.
ID:Station identification during a commercial break in a television or radio program.
Image Advertising: Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., “This is a woman’s
Imprinted Product: A promotional product, this is a product with a company logo or advertising message printed on it.
In-Pack Premium:A premium included in the packaging of another product (e.g., buy a can of shaving cream and get a free razor in the same package). The term Package enclosure is also used.
Incentive Catalog Company:A company that creates an incentive program for sales people, and provides them with a catalog from which they can select their prize or premium.
Independent Contractor:A person who is hired by a company, but works for himself/herself. The company is a client,rather than an employer.
Independent Station:A broadcast station that is not affiliated with a national network of stations.
Industrial Advertising: A form of business-to-business advertising, this is advertising aimed at manufacturers.
This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
Infomercial:A commercial that is very similar in appearance to a news program, talk show, or other non-advertising program content. The broadcast equivalent of an Advertorial.
Inherited Audience:Same as Holdover audience, above.
Inquiries:Consumer response to a company’s advertising or other promotional activities, such as coupons. Used
for measuring the effectiveness of some promotions.
Insert:An advertisement, collection of advertisements, or other promotional matter published by an advertiser
or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-standing insert.
Insertion:Refers to an ad in a print publication.
Insertion order:An agency or advertiser’s authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.
Institutional Advertising:Advertising to promote an institution or organization, rather than a product or service, in order to create public support and goodwill.
Intaglio: A form of printing that results in a raised or engraved print surface.
Integrated Marketing Communication (IMC): A management concept that is designed to make all aspects of marketing communication (e.g.,advertising, sales promotion, public relations, and direct marketing) work together as a unified force,rather than permitting each to work in isolation.
Intensive Distribution:Distributing a product through a wide variety of outlets.
International Advertising:Advertising a product or service in a country other than where it originates.
Island display: An in-store product display situated away from competing products, typically in the middle or at the end of an aisle.
Island Position:A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no adjoining advertisements to compete for audience attention.
Jingle:A short song, usually mentioning a brand or product benefit, used in a commercial.
Jumble Display:A mixture of products or brands on a single display, such as a clearance table.