In working with other advertising and public relations professionals, it is always helpful to speak the same language. Please use this simple list of terms and definitions used by marketing and communications professionals whenever your need arises.

AAA AAAA Ad Copy Ad Impression Ad Inventory Advertising Plan AIDA Arbitron (ARB) Assignment Editor Audience Segmentation Billboard (BB) Body Copy Boilerplate Bonus Spot Booker Branding Broadcast Media Bus King/Queen Call to Action Camera-Ready Cause Marketing Click-Through Click-Through Rate (CTR) Color Proof Column-Inch Combination Rate Commercial Length Comparative Advertising Competitive Parity Comprehensive Layout Concept Story Controlled circulation Cost Per Click (CPC) Cost Per Rating Point (CPP) Cost Per Thousand (CPM) Creative Dagmar Daypart Demographics Digibeta Videotape DMA Drive Time DUB Early Fringe Earned Media Earned Rate Editorial Calendar Execution Execution Style

FCC Fixed-Sum-Per-Unit Method Flat Rate Flight Frequency Ghostwriter Gross Audience Gross Impressions Gross Rating Points (GRP's) Guaranteed Circulation Half Run Heavy Up Holding Fees Holding Power Holdover Audience Households Using Television (HUT) Infomercial Inserted Marketing Communication (IMC) Insertion Order (IO) ISCI Code Kerning Key Line Key Message Late Fringe Lead Time Leading Liner Live-Announcer Spots Live-Announcer Tag Loyalty Index Make-Good Market Research Marketing Marketing Communications Mechanical Media Outlet Media Plan Media Strategy Medium Metro Area Milline Rate Motivation Research NAD Narrowcasting Net Unduplicated Audience Network Nielsen Ratings Op-Ed Piece Open End

Opt-In Pass-Along Readers Penetration Permission-Based Marketing Persons Using Television (PUT) Photo Board Post Analysis (Post Buys) Preferred Position Prime Access Prime Time Public Relations ("PR") Public Service Announcement or Advertisement (PSA) Pupilometrics Ranker Reach Readers Per Copy (RPC) Reinstatement Residuals Return on Investment (ROI) Rotators Rough Cut Run of Site (ROS) Run of Station (ROS) Session Fee Share of Voice (SOV) Share-of-Audience Signatory Social Marketing Specialized Publication Spill In Spot Sweep Periods Tag Tagline Target Audience Testing/Research Traffic Trafficking Universe Upgrade Usage Fee Use Cycles Value-Added Values and Lifestyles (VALS) Research Wave Scheduling Wear-Out Wire Service