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Frequency
The average number of times an audience is exposed to a specific advertising message over a period of time, typically four weeks.
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.
Usage Limitations
Restrictions on the placement of a commercial (e.g., PSA use only).
Advertising
Delivery of a persuasive message about a product, service, or idea to a large group of people at a single time through the use of mass media.
Bleed
Printing to the edge of the page, leaving no margin.
Copyright
A legal term referring to protection granted an individual or organization against the use of an original work without expressed consent.
Copy
Any text to be included in an advertisement.
Kill Date
The expiration date of advertising materials. Kill dates notify media outlets that an advertisement should not be broadcast or placed after that date.
Camera Ready
An ad, art, copy text or graphic ready for inclusion in publications.
Management Company
The umbrella under which a group of managers function as a single incorporated entity. Long known for small client lists and focused attention on development of clients, management companies, in the last decade, have, in most cases, shifted their role in the market. Today, most management companies perform dually as client representation and producer.
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