A variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial.

Satellite printing:

Printing at subsidiary production centers by the use of page facsimile transmission.

Short Message Service (SMS) :

A communications protocol allowing the interchange of short text messages between mobile telephone devices. SMS text messaging is the most widely used data application on the planet, with 2.4 billion active users, or 74% of all mobile phone subscribers sending and receiving text messages on their phones. The SMS technology has facilitated the development and growth of text messaging. The connection between the phenomenon of text messaging and the underlying technology is so great that in parts of the world the term "SMS" is used as a synonym for a text message or the act of sending a text message, even when a different protocol is being used.


A written version of the commercial that provides a detailed description of its video and audio content.

Social Class:

Relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interests, and behaviors.


The originator of a thought or idea subsequently transmitted to others in the communication process.

Split Runs:

Two or more versions of a print ad are printed in alternate copies of a particular issue of a magazine.

Split 30s:

30-second TV spots in which the advertiser promotes two different products with two different messages during a 30-second commercial.

Spot Advertising:

Commercials shown on local television stations, with the negotiation and purchase of time being made directly from the individual stations.


A series of drawings used to present the visual plan or layout of a proposed commercial.

Stimulation Theory:

A theory that suggests viewing violence will actually stimulate an individual to behave more violently


Person who checks and edits material for a newspaper to fit a set space, and writes the headline (US deskman).


Secondary headlines in a print ad.


A promotion whereby consumers submit their names for consideration in the drawing or selection of prizes and winners are determined purely by chance. Sweepstakes cannot require a proof of purchase as a condition for entry.