Advertising Terms and Definitions

Advertising Terms
This section features key phrases and terms that will give the readER insight into marketing and advertising terms.

AB thru CD thru FG thru JK thru MN thru PQ thru ST thru Z



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. Back to Blog
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.

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