| FCC
– Federal Communications Commission. Established under the U.S.
Communications Act of 1934, the FCC is a government agency that regulates
broadcast and electronic communications. Its board of commissioners
is appointed by the president of the United States.
FTC – Federal Trade Commission.
Federal agency whose purpose is to encourage free enterprise and
prevent restraint of trade and monopolies. This organization maintains
the primary responsibility for regulating national advertising.
Free-standing inserts (FSI) –
An advertisement in a print publication which is not bound and separated
by any editorial. FSI’s are typically distributed with newspapers,
magazines, and catalogs.
Frequency – The estimated number
of times individuals are exposed to an advertising message.
Full position ad – An ad bordered
by reading matter in a newspaper, increasing the likelihood that
consumers will read the ad.
Ghostwriter – As a writer with
no byline, ghostwriters usually work without the recognition that
credited authors receive. They often get flat fees for their work
without the benefit of royalties.
Graphic designer – The person
who arranges image and text to communicate a specific message. Graphic
design may be applied in any media, such as print, digital media,
motion pictures, animation, product decoration, packaging, and signs.
Grand opening event – A promotional
activity held by newly established businesses to notify the public
of their location and products/services available to the community.
Horizontal publications -- Business
publications intended to appeal to people of similar interests in
a variety of companies or industries.
Image Advertising – Advertising
that is directed at the creation of a specific image or perception
of a company, product, or service. The unique personality (i.e.
luxury, reliability) is promoted as distinguished from advertising
directed at the specific attributes of the entity. Advertisers believe
brand image advertising is effective in leading consumers to select
one brand over another.
Internet – The Internet, or simply
the Net, is the publicly available worldwide system of interconnected
computer networks that transmit data. Made up of thousands of smaller
commercial, academic, domestic, and government networks, the Internet
carries various information and services, such as electronic mail,
online chat, web pages, and other documents of the World Wide Web.
Insertion Order – A formal authorization
to place an ad campaign which identifies the specific print publication,
run dates, and associated fees. This serves as a contract between
the publisher selling the advertising space and the media buyer.
Logo – A logo, or logotype, is
the graphic element of a trademark or brand, and is set in a special
typeface/font and arranged in a particular way. The shape, color,
and typeface should all be distinctly different from others in a
similar market. |
