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Rate Card
A card issued by an advertising medium listing its rates, requirements, and information needed from the advertiser.
Talent
Primarily refers to actors used in advertising. Can also refer to voice performers, musicians, etc.
Audience Segmentation
The process of dividing up or grouping a target audience based on common characteristics related to behaviors or predictors of behavior, such as geographic region, demographics, psychographics, and product usage. Audience segmentation helps to target media messages and key strategies.
Frequency
The average number of times an audience is exposed to a specific advertising message over a period of time, typically four weeks.
Beta (also called Beta SP) Videotape
The videotape format most widely used for television broadcast and high quality video production. Digibeta is a newer digital form of Beta tape that is increasingly being used.
Media Plan or Media Buy Plan
A part of the communications plan that details how various media will be employed. Identifies the specific schedule of paid placements that have been negotiated for an ad or collection of ads, including the times and programs during which television and radio ads will run, the locations and sizes of billboards that will be placed, the publications and placement within those publications in which print ads will run, etc.
Camera Ready
An ad, art, copy text or graphic ready for inclusion in publications.
Proof
A copy of an advertisement as it will appear once produced or printed.
Copyright
A legal term referring to protection granted an individual or organization against the use of an original work without expressed consent.
Arbitron
A broadcast rating service for television and radio that uses both a viewer diary method and an electronic recording and tabulating system to measure audience size and characteristics.
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