This section features key phrases and terms that will give the readER insight into marketing and advertising terms.
Tabloid: A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14″
high by 12″ wide.
Tachistoscope Testing: A method used in advertising and packaging recall tests. Used to measure a viewer’s recognition and perception of various elements within an ad by using the different lighting and exposure techniques of a Tachistoscope –a device that projects an image at a fraction of a second.
Tag Line: A slogan or phrase that visually conveys the most important product attribute or benefit that the
advertiser wishes to convey. Generally, a theme to a campaign.
Target Audience: A specified audience or demographic group for which an advertising message is designed
Target Market: A group of individuals whom collectively, are intended recipients of an advertiser’s message.
Tear Sheets: A page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion.
Also used to check color reproduction of advertisements.
Teaser Campaign: An advertising campaign aimed at arousing interest and curiosity for a product.
Telemarketing: The use of the telephone as a medium to sell, promote, or solicit goods and services.
Theater Testing: A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad.
Thumbnail: A rough, simple, often small sketch used to show the basic layout of an ad.
Time Compression: A technique used in broadcast production to delete time from television commercials.
Tracking Studies: A type of research study that follows the same group of subjects over an extended period of time.
Trade Advertising: Advertising designed to increase sales specifically for retailers and wholesalers.
Trade Character: People, characters, and animals that are used in advertising and are identified with the products, e.g. Jolly Green Giant and Tony the Tiger.
Trade Name: The name under which a company operates.
Trade Stimulants: Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.
Trademark: Icon, symbol, or brand name used to identify a specific manufacturer, product, or service.
Traffic Builder: A promotional tactic using direct mail. Designed to draw consumers to the mailer’s location.
Transit Advertising: Advertising that appears on public transportation or on waiting areas and bus stops.
Transparency: A positive, color photographic image on clear film.
Transparent Ink: Ink used in four color printing process that allows for colors underneath the ink to show through.
Trap: To combine different layers of colors in order to create various colors in the four color printing process.
Trim Size: A size of a magazine or newspaper page after trimming.
Turnover: The rate of audience change for a specific program during a specific amount of time.
Type Font: Refers to the complete alphabet for a specific typeface.
Typeface: A designed alphabet with consistent characteristics and attributes.
Typography: The designated setting of type for printing purposes.
Unaided Recall: A research method in which a respondent is given no assistance in answering questions regarding a specific advertisement.
Unfair Advertising: Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair advertising that falls within a very specific legal definition.
Unique Selling Proposition – USP (aka a Unique Value Proposition): The unique product benefit that the competition can not claim. Essentially, consumers share many traits; but specifically, we all buy based on a unique motivational trigger: the “What’s in it for me?” Therefore, your USP needs to promote that message better than their competition.
Up–front Buys: The purchasing of both broadcast and print early in the buying season.
Utility: The value a consumer receives from a product’s design.
Values and Lifestyles (VALS) Research: A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics.
Vehicle: A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would be magazines, while one vehicle would be Time magazine.
Velox: A type of paper used for it’s superior reproduction qualities.
Vertical Discount: A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited
amount of time, e.g., one week.
Vignette: (1) An illustration that has soft edges, often produced by using cutouts or masks. (2) A photograph or halftone in which the edges, or parts of, are shaded off to a very light gray.
Voice–pitch Analysis (VOPAN): An advertising research technique of analyzing a subject’s voice during their responses, to test their feelings and attitudes about an ad.
Voiceover (VO): The technique of using the voice of an unseen speaker during film, slides, or other voice material.
Wash Drawings: Tonal drawing, similar to watercolor, intended for halftone reproduction.
Waste Circulation: (1) Advertising in an area where the product or service is not available or has no sales potential. (2) Persons in an advertiser’s audience who are not potential consumers.
Wave Scheduling: An advertising strategy that consists of scheduling space in the media in intermittent periods, e.g., two weeks on, two weeks off.
Wear Out: The point reached when an advertising campaign loses it’s effectiveness due to repeated overplay of
Weight: (1) An adjustment made in a survey sample to correct for demographic or geographic imbalances. (2)
Number of exposures of an advertisement.
White Space: Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, etc.
Wipe: A transition of scenes in a visual production where one image appears to wipe the previous one from
Word Painting: A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.