A company primarily engaged in buying media space or time for advertising purposes.

The list price for advertising as it appears on the media outlet's rate card. Discounts against this rate may be available depending on volume purchased and current supply and demand.

Pre-written, standardized copy used whenever a particular marketing communication requirement arises. This copy eliminates the need for original writing when such requirements arise frequently. It may also be written to adhere to legal or company standards.

A package of information distributed by a media outlet to sell ad space. The kit typically includes information about the media vehicle, demographics, advertising rates, calendar content, mechanical specifications for ads, and ad closing dates.

See also Card Rate

An advertising agency that is owned or operated by the advertiser.

A single placement of an ad in a publication.

A free positive mention of a company, product, service, or event in any media vehicle.

A product or service (such as ad time or space) that is exchanged for another service (such as printing, accounting, etc) rather than cash.

A firm that produces and mails sales literature and other marketing communication for a company.

A Point-of-Purchase display away from competitive products, typically in the middle or at the end of an aisle in a retail store environment.

An ad piece included in an envelope used primarily to deliver other business correspondence such as an invoice or letter.

Data stored in data bases to identify and target markets and fine-tune marketing messages and agendas for specific highly qualified prospects. The data can come from internal sources such as retail optical checkout scanners or systems used in order entry, sales lead tracking, accounts receivable, or outside sources such as third party market research data bases.

Activities included in the creation of marketing materials. Creative areas include copywriting, design, photography, illustration, music, etc.

An ad agency that focuses on just one or a few services. It might just produce video or photography.

Advertising, illustration, or photo images printed so they run to the edge of the page (after trimming, if the page is trimmed).

Money a manufacturer gives to another retailer, wholesaler, reseller for the purpose of advertising the manufacturer's product , service , or brand.

A site's Ad Management System is the software or service that serve's the sites advertising banners and buttons.

Advertiser FTP indicates that a site is willing to retrieve a creative from an advertisers FTP server (either anonymous or password protected). The advertiser provides a domain and file name and if necessary a password to the site.

Advertiser pick-up URL indicates that a site is willing to retrieve a creative from an advertiser Web server (a direct URL to a banner).

Click Through is the term used to describe if an ad has been clicked on. A click through CPM is the cost per one thousand click throughs.

If a publication (i.e. print or online) has the ability to serve ads to users from a particular region, regardless of the site's content focus , then select regions can be targeted.

If a publication (i.e. print or online) has the ability to serve ads to users from a particular region regardless of the site's content focus, then select the regions that can be targeted.

If a publication (i.e. print or online) contains some regional content, but that is not the main focus of the site (e.g. Tennis is not a regional site , but one can search for tennis courts in the San Diego area and get a list of courts in the area), then select the appropriate region(s) for the site .

A flat fee pricing model is the pricing model that designates a rate for a certain period of time (I.e. $4,000 for one month, or $350.00 per week).

The media cost of gaining exposure to 1000 persons.