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Category Development Index (CDI). A comparative market-by-market measure of a market's total sales of all brands of a single product category, used to evaluate the sales potential of a market for a product category or a brand (see Brand Development Index).

CC. The conclusion of a broadcast; for example, this program runs 11:30 p.m.-CC.

Center spread. An advertisement appearing on two facing pages printed on a single sheet in the center of a publication (see Double Truck).

Chain. A broadcast network; also, a newspaper or magazine group of single ownership or control.

Chain break (CB). The time during which a network allows a station to identify itself; usually a 20-second spot (slang "twenty"); now often a 30-second spot plus a ten-second spot, with 20 seconds remaining for identification.

Checking. The process of confirming whether an advertisement actually appeared.

Checking copy. A copy of a publication that is supplied by the medium to show that an advertisement appeared as specified.

Circulation. In print, the number of copies distributed; in broad-
cast, the number of households within a signal area that have re-
ceiving sets; in outdoor, the number of people who have a reason-
able opportunity to see a billboard.

City zone. A central city and the contiguous areas that cannot be

distinguished from it.

City zone circulation. The number of newspapers that are distributed
within a city, rather than in outlying areas.

Classified advertising. Advertising that is set in small type and
arranged according to categories or interests.

Classified display advertising. Classified advertising of a larger
size than most other classified advertising, possibly with headlines,
illustrations, and so on; classified advertising with some of the
characteristics of display advertising (see Display advertising).

Class magazines. Special-interest magazines with desirable upscale
audiences.

Clearance. Coverage of national television households by the number
of stations (or markets) accepting a network program for airing;
also, gaining available time on stations to carry a program or com-
mercial.

Clear time. The process of reserving time or time periods with a
station or network; checking on available advertising time.

Clipping bureau. An organization that aids in checking print adver-
tising by clipping the advertisements from print media.

Closing date. The final deadline set by print media for advertising
material to appear in a certain issue: in broadcast, the term
"closing hour" may be used.

Closure. A sale resulting from following up on an inquiry from dir-
ect mail advertising.

Column inch. Publication space that is one column wide by one-inch
high, used as a measure of advertising space.

Combination rate. A special discounted advertising rate for buying
space in two or more publications owned by the same interests.

Commercial impressions. The total audience, including duplication,
for all commercial announcements in an advertiser's schedule (see
Gross impressions).

Confirmation. A broadcast media statement that a specific time is
still open for purchase by an advertiser who is preparing a broad-
cast advertising schedule.

Consumer profile. A demographic description of the people or house-
holds that are prospects for a product or service (see Target group).

Contiguity rate. A reduced broadcast advertising rate for sponsoring
two or more programs in succession; for example, an advertiser par-
ticipating in two programs running from 7:00 p.m. - 7:30 p.m., and
then 7:30 p.m. - 8:00 p.m., may qualify for a contiguity rate.

Controlled circulation. Circulation that is limited to persons who
qualify to receive a publication; often distributed free to quali-
fied persons.

Cooperative advertising. Retail advertising that is paid partly or
fully by a manufacturer; two or more manufacturers cooperating in a
single advertisement (slang "co-op").

Cooperative announcement. Commercial time in network programs that
is made available to stations for sale to local or national adver-
tisers.

Cooperative program. A network broadcast that is also sold on a
local basis and sponsored by both national and local advertisers; for
example, "The Tonight Show" (see Network cooperative program).

Corporate discounting. Incentives offered to advertisers with numer-
ous brands of products; all of the corporation's advertising sched-
ules are combined for a larger discount level.

Cost per rating point (CPR). The figure indicates the dollar cost
of advertising exposure to one percentage point of the target group,
audience, or population (see Rating point).

Cost per thousand (CPM). A dollar comparison that shows the relative
cost of various media or vehicles; the figure indicates the dollar
cost of advertising exposure to a thousand households or individuals.

Cost per thousand per commercial minute (CPM/PCM). The cost per
thousand of a minute of broadcast advertising time.

Coverage. The number or percentage of individuals or households
that are exposed to a medium or to an advertising campaign.

Cover position. An advertisement on the cover of a publication,
often at a premium cost; first cover=outside front cover; second
cover=inside front cover; third cover=inside back cover; fourth
cover=outside back cover.

Cowcatcher. A brief commercial announcement at the beginning of a
broadcast program.

Crossplugs. In alternating sponsorships, permitting each advertiser
to insert one announcement into the program during the weeks when
the other advertiser is the sponsor, maintaining weekly exposure
for both (see Alternate sponsorship).

Cumulative audience. Cumulative broadcast rating; the net undupli-
cated audience of a station or network during two or more time
periods; also used to describe how many different households or
people are reached by an advertising schedule (also called "accum-
ulative audience," "net audience," and "unduplicated audience");
technically, a cumulative audience is those persons who were ex-
posed to any insertion of an advertisement in multiple editions of
a single vehicle, whereas an unduplicated audience is those persons
who were exposed to any insertion of an advertisement in a combinat-
ion of vehicles or media, counting each person only once (slang
"cume").

Cumulative reach. The number of different households that are ex-
posed to a medium or campaign during a specific time.

Cut-in. The insertion of a local commercial announcement into a net-
work or recorded program.

Dayparts. Specific segments of the broadcast day; for example, day-
time, early fringe, prime time, late fringe, late night.

Deadline. The final date for accepting advertising material to meet
a publication or broadcast schedule (see Closing date).

Dealer imprint. Inserting a local dealer's identification into nat-
ionally prepared advertising.

Dealer tie-in. A manufacturer's announcement that lists local deal-
ers; not the same as "co-op."

Delayed broadcast (DB). A local station broadcasting a network pro-
gram at a time other than its regularly scheduled network time.

Delivery. The ability to reach or communicate with a certain aud-
ience or number of people by using a particular advertising schedule;
the physical delivery of a publication.

Demographic characteristics. The population characteristics of a
group or audience.

Designated Market Area (DMA). A term used by the A.C. Nielsen Com-
pany; an area based on those counties in which stations of the orig-
inating market account for a greater share of the viewing households
than those from any other area (see ADI); for example, Lake County,
Illinois, belongs to the Chicago DMA because a majority of household
viewing in Lake County is or can be ascribed to Chicago stations
rather than to stations from Milwaukee or any other market.

Digest unit. See Junior unit.

Direct advertising. Advertising that is under complete control of
the advertiser, rather than through some established medium; for
example, direct mail or free sampling.

Direct mail advertising. Advertising sent by mail; also used to
describe advertising in other media that solicits orders directly
through the mail.

Direct marketing. Sales made directly to the customer, rather than
through intermediaries or intervening channels: includes direct
mail, direct advertising, telemarketing, and so forth.

Directory advertising. Advertising that appears in a buying guide
or directory; advertisements in a store directory: for example,
Yellow Pages advertising.

Display advertising. Print advertising that is intended to attract
attention and communicate easily through the use of space, illus-
trations, layout, headline, and so on, as opposed to classified
advertising.

Display classified advertising. See Classified display advertising.

Double spotting. See Piggyback.

Double spread. See Two-page spread.

Double truck. Slang term for a print advertisement that uses two full
pages side-by-side, but not necessarily the two center pages, usu-
ally for a magazine advertisement (see Center spread and Two-page
spread).

Drive time. Radio broadcast time during morning and evening commuter
rush hours.

Earned rate. The advertising rate that is actually paid by the ad-
vertiser after discounts and other calculations.

Effective frequency. Level or range of audience exposure that pro-
vides what an advertiser considers to be the minimal effective level,
and no more than this optimal level or range; also called "effective
reach."

Effective reach. See Effective frequency.

Facing. A billboard location with the panels facing the same dir-
ection and visible to the same lines of traffic.

Fixed rate. An advertising rate for advertising time that cannot
be taken away or "preempted" by another advertiser; usually the
highest advertising rate; commonly used in broadcast advertising.

Flat rate. A print advertising rate that is not subject to discount.

Flight (flight saturation). Concentrating advertising within a short
time period; an advertising campaign that runs for a specified num-
ber of weeks, followed by a period of inactivity (see Hiatus), after
which the campaign may resume with another flight.

Floating time. See Run of schedule.

Forced combination. A policy to require newspaper advertisers to
buy advertising space in both morning and evening newspapers owned
by the same interests within a market.

Forcing distribution. Using advertising to increase consumer demand,
thereby inducing dealers to stock a product; seldom used not.

Fractional page. Print advertising space of less than a full page.

Fractional showing. An outdoor advertising showing of less than
25 (see Showing).

Free circulation. A publication sent without charge; often with con-
trolled circulation.

Frequency. The number of times that an average audience member sees
or hears an advertisement; the number of times that an individual
or household is exposed to an advertisement or campaign (frequency
of exposure); the number of times that an advertisement is run
(frequency of insertion).

Frequency discount. A reduced advertising rate that is offered by
media to advertisers who run a certain number of advertisements
within a given time.

Fringe time. Broadcast time periods preceding or following prime
time; television time between daytime and prime time is called
"early fringe" and television time immediately following prime time
is called "late fringe."

Full run. One transit advertising car card in every transit bus or
car.

Full showing. The number of outdoor posters that are needed to reach
all of the mobile population in a market at least once within a
30-day period (see Gross rating points); also called a 100 showing
(see Showing).

General magazine. A consumer magazine that is not aimed at a special
interest audience.

Giveaway. A free offer; a broadcast program that offers free gifts
as prized.

Grid card. Spot broadcast advertising rates that are set in a matrix
format to allow a station to set rates based on current audience
ratings and advertiser buying demand; for example,

60-sec.30/20 sec. 10 sec.
A$250 $175 $125
B 245 172 123
C 240 170 121
D 230 165 120

Gross audience. The total number of households or people who are
"delivered" or reached by an advertising schedule, without regard to
any possible duplication that may occur; also called "total aud-
ience."

Gross billing. The cost of advertising at the highest advertising
rate; the total value of an advertising agency's space and time
dealings (see Billing).

Gross impressions. The total number of persons or the total number
of audience impressions delivered by an advertising schedule (see
Gross audience).

Gross rate. The highest possible rate for advertising time or space.

Gross rating points (GRPs). The total number of broadcast rating
points delivered by an advertiser's television schedule, usually
in a one-week period; an indicator of the combined audience per-
centage reach and exposure frequency achieved by an advertising
schedule; in outdoor, a standard audience level upon which some
markets' advertising rates are based.

Gutter. The inside page margins where a publication is bound.

Half run. Transit advertising car cards in half the buses or transit
cars of a system.

Half showing. A 50 outdoor showing (see Showing).

Head of household. The person within a family or household who is
responsible for the major purchase decisions; sometimes, a male head
and female head of household are considered separately.

Hiatus. A period during a campaign when an advertiser's schedule is
suspended for a time, after which it resumes.

Hitchhiker. A broadcast advertising announcement at the end of a
program that promotes another product from the same advertiser.

Holdover audience. Those persons tuned to a program who stay tuned
to that station or network for the following program.

Horizontal cume. The total number of different people who were tuned
to a broadcast station or network at the same time on different days
of the week.

Horizontal publication. A business or trade publication that is of
interest at one level or to one job function in a variety of bus-
inesses or fields.

House agency. An advertising agency that is owned or controlled by
an advertiser.

Households using radio (HUR). See Sets in use.

Households using television (HUT). See Sets in use.

House organ. A company's own publication.

Category Development Index (CDI). A comparative market-by-market measure of a market's total sales of all brands of a single product category, used to evaluate the sales potential of a market for a product category or a brand (see Brand Development Index).

CC. The conclusion of a broadcast; for example, this program runs 11:30 p.m.-CC.

Center spread. An advertisement appearing on two facing pages printed on a single sheet in the center of a publication (see Double Truck).

Chain. A broadcast network; also, a newspaper or magazine group of single ownership or control.

Chain break (CB). The time during which a network allows a station to identify itself; usually a 20-second spot (slang "twenty"); now often a 30-second spot plus a ten-second spot, with 20 seconds remaining for identification.

Checking. The process of confirming whether an advertisement actually appeared.

Checking copy. A copy of a publication that is supplied by the medium to show that an advertisement appeared as specified.

Circulation. In print, the number of copies distributed; in broad-
cast, the number of households within a signal area that have re-
ceiving sets; in outdoor, the number of people who have a reason-
able opportunity to see a billboard.

City zone. A central city and the contiguous areas that cannot be

distinguished from it.

City zone circulation. The number of newspapers that are distributed
within a city, rather than in outlying areas.

Classified advertising. Advertising that is set in small type and
arranged according to categories or interests.

Classified display advertising. Classified advertising of a larger
size than most other classified advertising, possibly with headlines,
illustrations, and so on; classified advertising with some of the
characteristics of display advertising (see Display advertising).

Class magazines. Special-interest magazines with desirable upscale
audiences.

Clearance. Coverage of national television households by the number
of stations (or markets) accepting a network program for airing;
also, gaining available time on stations to carry a program or com-
mercial.

Clear time. The process of reserving time or time periods with a
station or network; checking on available advertising time.

Clipping bureau. An organization that aids in checking print adver-
tising by clipping the advertisements from print media.

Closing date. The final deadline set by print media for advertising
material to appear in a certain issue: in broadcast, the term
"closing hour" may be used.

Closure. A sale resulting from following up on an inquiry from dir-
ect mail advertising.

Column inch. Publication space that is one column wide by one-inch
high, used as a measure of advertising space.

Combination rate. A special discounted advertising rate for buying
space in two or more publications owned by the same interests.

Commercial impressions. The total audience, including duplication,
for all commercial announcements in an advertiser's schedule (see
Gross impressions).

Confirmation. A broadcast media statement that a specific time is
still open for purchase by an advertiser who is preparing a broad-
cast advertising schedule.

Consumer profile. A demographic description of the people or house-
holds that are prospects for a product or service (see Target group).

Contiguity rate. A reduced broadcast advertising rate for sponsoring
two or more programs in succession; for example, an advertiser par-
ticipating in two programs running from 7:00 p.m. - 7:30 p.m., and
then 7:30 p.m. - 8:00 p.m., may qualify for a contiguity rate.

Controlled circulation. Circulation that is limited to persons who
qualify to receive a publication; often distributed free to quali-
fied persons.

Cooperative advertising. Retail advertising that is paid partly or
fully by a manufacturer; two or more manufacturers cooperating in a
single advertisement (slang "co-op").

Cooperative announcement. Commercial time in network programs that
is made available to stations for sale to local or national adver-
tisers.

Cooperative program. A network broadcast that is also sold on a
local basis and sponsored by both national and local advertisers; for
example, "The Tonight Show" (see Network cooperative program).

Corporate discounting. Incentives offered to advertisers with numer-
ous brands of products; all of the corporation's advertising sched-
ules are combined for a larger discount level.

Cost per rating point (CPR). The figure indicates the dollar cost
of advertising exposure to one percentage point of the target group,
audience, or population (see Rating point).

Cost per thousand (CPM). A dollar comparison that shows the relative
cost of various media or vehicles; the figure indicates the dollar
cost of advertising exposure to a thousand households or individuals.

Cost per thousand per commercial minute (CPM/PCM). The cost per
thousand of a minute of broadcast advertising time.

Coverage. The number or percentage of individuals or households
that are exposed to a medium or to an advertising campaign.

Cover position. An advertisement on the cover of a publication,
often at a premium cost; first cover=outside front cover; second
cover=inside front cover; third cover=inside back cover; fourth
cover=outside back cover.

Cowcatcher. A brief commercial announcement at the beginning of a
broadcast program.

Crossplugs. In alternating sponsorships, permitting each advertiser
to insert one announcement into the program during the weeks when
the other advertiser is the sponsor, maintaining weekly exposure
for both (see Alternate sponsorship).

Cumulative audience. Cumulative broadcast rating; the net undupli-
cated audience of a station or network during two or more time
periods; also used to describe how many different households or
people are reached by an advertising schedule (also called "accum-
ulative audience," "net audience," and "unduplicated audience");
technically, a cumulative audience is those persons who were ex-
posed to any insertion of an advertisement in multiple editions of
a single vehicle, whereas an unduplicated audience is those persons
who were exposed to any insertion of an advertisement in a combinat-
ion of vehicles or media, counting each person only once (slang
"cume").

Cumulative reach. The number of different households that are ex-
posed to a medium or campaign during a specific time.

Cut-in. The insertion of a local commercial announcement into a net-
work or recorded program.

Dayparts. Specific segments of the broadcast day; for example, day-
time, early fringe, prime time, late fringe, late night.

Deadline. The final date for accepting advertising material to meet
a publication or broadcast schedule (see Closing date).

Dealer imprint. Inserting a local dealer's identification into nat-
ionally prepared advertising.

Dealer tie-in. A manufacturer's announcement that lists local deal-
ers; not the same as "co-op."

Delayed broadcast (DB). A local station broadcasting a network pro-
gram at a time other than its regularly scheduled network time.

Delivery. The ability to reach or communicate with a certain aud-
ience or number of people by using a particular advertising schedule;
the physical delivery of a publication.

Demographic characteristics. The population characteristics of a
group or audience.

Designated Market Area (DMA). A term used by the A.C. Nielsen Com-
pany; an area based on those counties in which stations of the orig-
inating market account for a greater share of the viewing households
than those from any other area (see ADI); for example, Lake County,
Illinois, belongs to the Chicago DMA because a majority of household
viewing in Lake County is or can be ascribed to Chicago stations
rather than to stations from Milwaukee or any other market.

Digest unit. See Junior unit.

Direct advertising. Advertising that is under complete control of
the advertiser, rather than through some established medium; for
example, direct mail or free sampling.

Direct mail advertising. Advertising sent by mail; also used to
describe advertising in other media that solicits orders directly
through the mail.

Direct marketing. Sales made directly to the customer, rather than
through intermediaries or intervening channels: includes direct
mail, direct advertising, telemarketing, and so forth.

Directory advertising. Advertising that appears in a buying guide
or directory; advertisements in a store directory: for example,
Yellow Pages advertising.

Display advertising. Print advertising that is intended to attract
attention and communicate easily through the use of space, illus-
trations, layout, headline, and so on, as opposed to classified
advertising.

Display classified advertising. See Classified display advertising.

Double spotting. See Piggyback.

Double spread. See Two-page spread.

Double truck. Slang term for a print advertisement that uses two full
pages side-by-side, but not necessarily the two center pages, usu-
ally for a magazine advertisement (see Center spread and Two-page
spread).

Drive time. Radio broadcast time during morning and evening commuter
rush hours.

Earned rate. The advertising rate that is actually paid by the ad-
vertiser after discounts and other calculations.

Effective frequency. Level or range of audience exposure that pro-
vides what an advertiser considers to be the minimal effective level,
and no more than this optimal level or range; also called "effective
reach."

Effective reach. See Effective frequency.

Facing. A billboard location with the panels facing the same dir-
ection and visible to the same lines of traffic.

Fixed rate. An advertising rate for advertising time that cannot
be taken away or "preempted" by another advertiser; usually the
highest advertising rate; commonly used in broadcast advertising.

Flat rate. A print advertising rate that is not subject to discount.

Flight (flight saturation). Concentrating advertising within a short
time period; an advertising campaign that runs for a specified num-
ber of weeks, followed by a period of inactivity (see Hiatus), after
which the campaign may resume with another flight.

Floating time. See Run of schedule.

Forced combination. A policy to require newspaper advertisers to
buy advertising space in both morning and evening newspapers owned
by the same interests within a market.

Forcing distribution. Using advertising to increase consumer demand,
thereby inducing dealers to stock a product; seldom used not.

Fractional page. Print advertising space of less than a full page.

Fractional showing. An outdoor advertising showing of less than
25 (see Showing).

Free circulation. A publication sent without charge; often with con-
trolled circulation.

Frequency. The number of times that an average audience member sees
or hears an advertisement; the number of times that an individual
or household is exposed to an advertisement or campaign (frequency
of exposure); the number of times that an advertisement is run
(frequency of insertion).

Frequency discount. A reduced advertising rate that is offered by
media to advertisers who run a certain number of advertisements
within a given time.

Fringe time. Broadcast time periods preceding or following prime
time; television time between daytime and prime time is called
"early fringe" and television time immediately following prime time
is called "late fringe."

Full run. One transit advertising car card in every transit bus or
car.

Full showing. The number of outdoor posters that are needed to reach
all of the mobile population in a market at least once within a
30-day period (see Gross rating points); also called a 100 showing
(see Showing).

General magazine. A consumer magazine that is not aimed at a special
interest audience.

Giveaway. A free offer; a broadcast program that offers free gifts
as prized.

Grid card. Spot broadcast advertising rates that are set in a matrix
format to allow a station to set rates based on current audience
ratings and advertiser buying demand; for example,

60-sec.30/20 sec. 10 sec.
A$250 $175 $125
B 245 172 123
C 240 170 121
D 230 165 120

Gross audience. The total number of households or people who are
"delivered" or reached by an advertising schedule, without regard to
any possible duplication that may occur; also called "total aud-
ience."

Gross billing. The cost of advertising at the highest advertising
rate; the total value of an advertising agency's space and time
dealings (see Billing).

Gross impressions. The total number of persons or the total number
of audience impressions delivered by an advertising schedule (see
Gross audience).

Gross rate. The highest possible rate for advertising time or space.

Gross rating points (GRPs). The total number of broadcast rating
points delivered by an advertiser's television schedule, usually
in a one-week period; an indicator of the combined audience per-
centage reach and exposure frequency achieved by an advertising
schedule; in outdoor, a standard audience level upon which some
markets' advertising rates are based.

Gutter. The inside page margins where a publication is bound.

Half run. Transit advertising car cards in half the buses or transit
cars of a system.

Half showing. A 50 outdoor showing (see Showing).

Head of household. The person within a family or household who is
responsible for the major purchase decisions; sometimes, a male head
and female head of household are considered separately.

Hiatus. A period during a campaign when an advertiser's schedule is
suspended for a time, after which it resumes.

Hitchhiker. A broadcast advertising announcement at the end of a
program that promotes another product from the same advertiser.

Holdover audience. Those persons tuned to a program who stay tuned
to that station or network for the following program.

Horizontal cume. The total number of different people who were tuned
to a broadcast station or network at the same time on different days
of the week.

Horizontal publication. A business or trade publication that is of
interest at one level or to one job function in a variety of bus-
inesses or fields.

House agency. An advertising agency that is owned or controlled by
an advertiser.

Households using radio (HUR). See Sets in use.

Households using television (HUT). See Sets in use.

House organ. A company's own publication.

Category Development Index (CDI). A comparative market-by-market measure of a market's total sales of all brands of a single product category, used to evaluate the sales potential of a market for a product category or a brand (see Brand Development Index).

CC. The conclusion of a broadcast; for example, this program runs 11:30 p.m.-CC.

Center spread. An advertisement appearing on two facing pages printed on a single sheet in the center of a publication (see Double Truck).

Chain. A broadcast network; also, a newspaper or magazine group of single ownership or control.

Chain break (CB). The time during which a network allows a station to identify itself; usually a 20-second spot (slang "twenty"); now often a 30-second spot plus a ten-second spot, with 20 seconds remaining for identification.

Checking. The process of confirming whether an advertisement actually appeared.

Checking copy. A copy of a publication that is supplied by the medium to show that an advertisement appeared as specified.

Circulation. In print, the number of copies distributed; in broad-
cast, the number of households within a signal area that have re-
ceiving sets; in outdoor, the number of people who have a reason-
able opportunity to see a billboard.

City zone. A central city and the contiguous areas that cannot be

distinguished from it.

City zone circulation. The number of newspapers that are distributed
within a city, rather than in outlying areas.

Classified advertising. Advertising that is set in small type and
arranged according to categories or interests.

Classified display advertising. Classified advertising of a larger
size than most other classified advertising, possibly with headlines,
illustrations, and so on; classified advertising with some of the
characteristics of display advertising (see Display advertising).

Class magazines. Special-interest magazines with desirable upscale
audiences.

Clearance. Coverage of national television households by the number
of stations (or markets) accepting a network program for airing;
also, gaining available time on stations to carry a program or com-
mercial.

Clear time. The process of reserving time or time periods with a
station or network; checking on available advertising time.

Clipping bureau. An organization that aids in checking print adver-
tising by clipping the advertisements from print media.

Closing date. The final deadline set by print media for advertising
material to appear in a certain issue: in broadcast, the term
"closing hour" may be used.

Closure. A sale resulting from following up on an inquiry from dir-
ect mail advertising.

Column inch. Publication space that is one column wide by one-inch
high, used as a measure of advertising space.

Combination rate. A special discounted advertising rate for buying
space in two or more publications owned by the same interests.

Commercial impressions. The total audience, including duplication,
for all commercial announcements in an advertiser's schedule (see
Gross impressions).

Confirmation. A broadcast media statement that a specific time is
still open for purchase by an advertiser who is preparing a broad-
cast advertising schedule.

Consumer profile. A demographic description of the people or house-
holds that are prospects for a product or service (see Target group).

Contiguity rate. A reduced broadcast advertising rate for sponsoring
two or more programs in succession; for example, an advertiser par-
ticipating in two programs running from 7:00 p.m. - 7:30 p.m., and
then 7:30 p.m. - 8:00 p.m., may qualify for a contiguity rate.

Controlled circulation. Circulation that is limited to persons who
qualify to receive a publication; often distributed free to quali-
fied persons.

Cooperative advertising. Retail advertising that is paid partly or
fully by a manufacturer; two or more manufacturers cooperating in a
single advertisement (slang "co-op").

Cooperative announcement. Commercial time in network programs that
is made available to stations for sale to local or national adver-
tisers.

Cooperative program. A network broadcast that is also sold on a
local basis and sponsored by both national and local advertisers; for
example, "The Tonight Show" (see Network cooperative program).

Corporate discounting. Incentives offered to advertisers with numer-
ous brands of products; all of the corporation's advertising sched-
ules are combined for a larger discount level.

Cost per rating point (CPR). The figure indicates the dollar cost
of advertising exposure to one percentage point of the target group,
audience, or population (see Rating point).

Cost per thousand (CPM). A dollar comparison that shows the relative
cost of various media or vehicles; the figure indicates the dollar
cost of advertising exposure to a thousand households or individuals.

Cost per thousand per commercial minute (CPM/PCM). The cost per
thousand of a minute of broadcast advertising time.

Coverage. The number or percentage of individuals or households
that are exposed to a medium or to an advertising campaign.

Cover position. An advertisement on the cover of a publication,
often at a premium cost; first cover=outside front cover; second
cover=inside front cover; third cover=inside back cover; fourth
cover=outside back cover.

Cowcatcher. A brief commercial announcement at the beginning of a
broadcast program.

Crossplugs. In alternating sponsorships, permitting each advertiser
to insert one announcement into the program during the weeks when
the other advertiser is the sponsor, maintaining weekly exposure
for both (see Alternate sponsorship).

Cumulative audience. Cumulative broadcast rating; the net undupli-
cated audience of a station or network during two or more time
periods; also used to describe how many different households or
people are reached by an advertising schedule (also called "accum-
ulative audience," "net audience," and "unduplicated audience");
technically, a cumulative audience is those persons who were ex-
posed to any insertion of an advertisement in multiple editions of
a single vehicle, whereas an unduplicated audience is those persons
who were exposed to any insertion of an advertisement in a combinat-
ion of vehicles or media, counting each person only once (slang
"cume").

Cumulative reach. The number of different households that are ex-
posed to a medium or campaign during a specific time.

Cut-in. The insertion of a local commercial announcement into a net-
work or recorded program.

Dayparts. Specific segments of the broadcast day; for example, day-
time, early fringe, prime time, late fringe, late night.

Deadline. The final date for accepting advertising material to meet
a publication or broadcast schedule (see Closing date).

Dealer imprint. Inserting a local dealer's identification into nat-
ionally prepared advertising.

Dealer tie-in. A manufacturer's announcement that lists local deal-
ers; not the same as "co-op."

Delayed broadcast (DB). A local station broadcasting a network pro-
gram at a time other than its regularly scheduled network time.

Delivery. The ability to reach or communicate with a certain aud-
ience or number of people by using a particular advertising schedule;
the physical delivery of a publication.

Demographic characteristics. The population characteristics of a
group or audience.

Designated Market Area (DMA). A term used by the A.C. Nielsen Com-
pany; an area based on those counties in which stations of the orig-
inating market account for a greater share of the viewing households
than those from any other area (see ADI); for example, Lake County,
Illinois, belongs to the Chicago DMA because a majority of household
viewing in Lake County is or can be ascribed to Chicago stations
rather than to stations from Milwaukee or any other market.

Digest unit. See Junior unit.

Direct advertising. Advertising that is under complete control of
the advertiser, rather than through some established medium; for
example, direct mail or free sampling.

Direct mail advertising. Advertising sent by mail; also used to
describe advertising in other media that solicits orders directly
through the mail.

Direct marketing. Sales made directly to the customer, rather than
through intermediaries or intervening channels: includes direct
mail, direct advertising, telemarketing, and so forth.

Directory advertising. Advertising that appears in a buying guide
or directory; advertisements in a store directory: for example,
Yellow Pages advertising.

Display advertising. Print advertising that is intended to attract
attention and communicate easily through the use of space, illus-
trations, layout, headline, and so on, as opposed to classified
advertising.

Display classified advertising. See Classified display advertising.

Double spotting. See Piggyback.

Double spread. See Two-page spread.

Double truck. Slang term for a print advertisement that uses two full
pages side-by-side, but not necessarily the two center pages, usu-
ally for a magazine advertisement (see Center spread and Two-page
spread).

Drive time. Radio broadcast time during morning and evening commuter
rush hours.

Earned rate. The advertising rate that is actually paid by the ad-
vertiser after discounts and other calculations.

Effective frequency. Level or range of audience exposure that pro-
vides what an advertiser considers to be the minimal effective level,
and no more than this optimal level or range; also called "effective
reach."

Effective reach. See Effective frequency.

Facing. A billboard location with the panels facing the same dir-
ection and visible to the same lines of traffic.

Fixed rate. An advertising rate for advertising time that cannot
be taken away or "preempted" by another advertiser; usually the
highest advertising rate; commonly used in broadcast advertising.

Flat rate. A print advertising rate that is not subject to discount.

Flight (flight saturation). Concentrating advertising within a short
time period; an advertising campaign that runs for a specified num-
ber of weeks, followed by a period of inactivity (see Hiatus), after
which the campaign may resume with another flight.

Floating time. See Run of schedule.

Forced combination. A policy to require newspaper advertisers to
buy advertising space in both morning and evening newspapers owned
by the same interests within a market.

Forcing distribution. Using advertising to increase consumer demand,
thereby inducing dealers to stock a product; seldom used not.

Fractional page. Print advertising space of less than a full page.

Fractional showing. An outdoor advertising showing of less than
25 (see Showing).

Free circulation. A publication sent without charge; often with con-
trolled circulation.

Frequency. The number of times that an average audience member sees
or hears an advertisement; the number of times that an individual
or household is exposed to an advertisement or campaign (frequency
of exposure); the number of times that an advertisement is run
(frequency of insertion).

Frequency discount. A reduced advertising rate that is offered by
media to advertisers who run a certain number of advertisements
within a given time.

Fringe time. Broadcast time periods preceding or following prime
time; television time between daytime and prime time is called
"early fringe" and television time immediately following prime time
is called "late fringe."

Full run. One transit advertising car card in every transit bus or
car.

Full showing. The number of outdoor posters that are needed to reach
all of the mobile population in a market at least once within a
30-day period (see Gross rating points); also called a 100 showing
(see Showing).

General magazine. A consumer magazine that is not aimed at a special
interest audience.

Giveaway. A free offer; a broadcast program that offers free gifts
as prized.

Grid card. Spot broadcast advertising rates that are set in a matrix
format to allow a station to set rates based on current audience
ratings and advertiser buying demand; for example,

60-sec.30/20 sec. 10 sec.
A$250 $175 $125
B 245 172 123
C 240 170 121
D 230 165 120

Gross audience. The total number of households or people who are
"delivered" or reached by an advertising schedule, without regard to
any possible duplication that may occur; also called "total aud-
ience."

Gross billing. The cost of advertising at the highest advertising
rate; the total value of an advertising agency's space and time
dealings (see Billing).

Gross impressions. The total number of persons or the total number
of audience impressions delivered by an advertising schedule (see
Gross audience).

Gross rate. The highest possible rate for advertising time or space.

Gross rating points (GRPs). The total number of broadcast rating
points delivered by an advertiser's television schedule, usually
in a one-week period; an indicator of the combined audience per-
centage reach and exposure frequency achieved by an advertising
schedule; in outdoor, a standard audience level upon which some
markets' advertising rates are based.

Gutter. The inside page margins where a publication is bound.

Half run. Transit advertising car cards in half the buses or transit
cars of a system.

Half showing. A 50 outdoor showing (see Showing).

Head of household. The person within a family or household who is
responsible for the major purchase decisions; sometimes, a male head
and female head of household are considered separately.

Hiatus. A period during a campaign when an advertiser's schedule is
suspended for a time, after which it resumes.

Hitchhiker. A broadcast advertising announcement at the end of a
program that promotes another product from the same advertiser.

Holdover audience. Those persons tuned to a program who stay tuned
to that station or network for the following program.

Horizontal cume. The total number of different people who were tuned
to a broadcast station or network at the same time on different days
of the week.

Horizontal publication. A business or trade publication that is of
interest at one level or to one job function in a variety of bus-
inesses or fields.

House agency. An advertising agency that is owned or controlled by
an advertiser.

Households using radio (HUR). See Sets in use.

Households using television (HUT). See Sets in use.

House organ. A company's own publication.