Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

Advertising Agency:

A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.

Advertising Appeal:

The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.

Advertising Campaign:

A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.

Advertising Creativity:

The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.

Advertising Manager:

The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.

Advertising Specialties:

Items used as giveaways to serve as a reminder or stimulate remembrance of a company or brand such as calendars, T-shirts, pens, key tags, and the like. Specialties are usually imprinted with a company or brand name and other identifying marks such as an address and phone number.

Alternative Media:

A term commonly used in advertising to describe support media.


An electric measurement device that is hooked to a television set to record when the set is turned on and the channel to which it is tuned.

Average Frequency:

The number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period.

Audience Flow:

Scheduling TV programs so that the audience attracted to one show naturally carries over to the following show.

Audience-Generated Feedback:

Feedback that occurs when one or more audience members attempt to communicate their opinions or points of view to a mass medium.

Audit Bureau of Circulations (ABC):

An organization formed by advertisers and publishers in 1914 to established ground rules for counting circulation data.

Art desk:

Where page layouts are drawn in detail and the pictures edited.

Art editor:

The person responsible for the art desk and for design of the newspaper.

Art work:

Prepared material for use in newspaper display.


A story which a journalist has been assigned to cover: a briefing.