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.
- explain how your service solves patients’ problems or improves their situation (relevancy),
- delivers specific benefits (quantified value),
- tells the ideal patient why they should buy from you and not from the competition (unique differentiation).
The less known your practice is, the better value proposition you need. You have to present your VAP as the first thing the visitors see on your home page, but should be visible in all major entry points of the site.
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.