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Quick Index
A B C D E F G H I J KL M N O P Q R S T U V W X Y Z |
Package: A series of broadcast programs that an advertiser may sponsor.
Package plan discount: A spot television discount plan for buying a certain number of spots, usually within a one-week period.
Packager: An individual or company that produces packaged program series; also called "syndicator".
Paid circulation: The number of print copies that are purchased by audience members.
Panel: A single outdoor billboard.
Partial showing: An outdoor showing of less than 25.
Participation: A commercial announcement within a broadcast program, as compared with one scheduled between programs; also called "par- ticipating announcement".
Participation program: A broadcast program with each segment spon- sored by a different advertiser.
Pass-along readers: Readers of a publication who acquire a copy other than by purchase or subscription (see Secondary audience.
Pay cable: Cable television programming for which the audience must pay or subscribe.
Penetration: The percentage of households that have a broadcast receiving set; a measure of the degree of advertising effectiveness; the percentage of households that have been exposed to an adver- tising campaign.
People meter: Slang for a broadcast ratings measurement device that records individual audience members who are present during a program.
Per issue rate: A special magazine advertising rate that is deter- mined by the number of issues that are used during the contract per- iod; similar to a frequency discount, except not based on the number of advertisements, but rather on the number of issues in which an advertising campaign appears.
Piggyback: Slang for two of a sponsor's commercial announcements that are presented back-to-back within a single commercial time seg- ment; for example, two 30-second commercials in a 60-second time slot; also called "double spotting".
Pilot: A sample production of a proposed broadcast program series.
Plans board: An advertising agency committee that reviews campaign plans for clients.
Plug: A free mention of a product or service.
Point-of-purchase advertising (POP): Promotions in retail stores, usually displays.
Position: The location of an advertisement on a page; the time when a program or commercial announcement will run in a broadcast; special positions may cost premium prices.
Potential audience: The maximum possible audience.
Preemptible rate: An advertising rate that is subject to cancellation by another advertiser's paying a higher rate, usually in broadcast; the protection period varies by station:, and ranges from no notice to two-weeks notice or more (see Fixed rate.
Preemption: Cancellation of a broadcast program for special material or news; the right of a station or network to cancel a regular pro- gram to run a special program; a commercial announcement that may be replaced if another advertiser pays a higher or "fixed" rate.
Premium: An item that is offered to help promote a product or ser- vice; a higher-cost advertising rate (see Premium price.
Premium price: A special advertising rate, usually higher, for spe- cial positions or other considerations.
Preprint: Advertising material that is printed in advance of the reg- ular press run, perhaps on another printing press with greater capa- bility for color, and so forth.
Primary audience: Individuals in the print media audience who pur- chase or subscribe to the publication (see Secondary audience).
Primary household: A household in which a publication has been sub- scribed to or purchased.
Primary listening area: The geographic area in which a broadcast transmission is static-free and easily received.
Primary readers: Those persons who purchase or subscribe to a pub- lication; readers in primary households.
Prime time: The hours when viewing is at its peak on television; usually the evening hours.
Product allocation: The various products that are assigned to spec- ific times or locations in an advertiser's schedule, when more than one brand is advertised; the amount of the advertising budget that is allocated to individual products.
Product protection: A time separation between the airing of broad- cast commercial announcements for competitive goods or services.
Profile: A term used interchangeably with "audience composition" to describe the demographic characteristics of audiences.
Program compatibility: Broadcast programming or editorial content that is suitable for the product or service that is being promoted; suitability of the advertisement or campaign theme with program content.
Progressive proofs: A test press run of each color in the printing process.
Projected audience: The number of audience members calculated from a sample survey of audience size; the number of broadcast viewers, either in total or per receiving set, based on the sample for the rating percentages.
Publisher's statement: The certified circulation of a publication, attested by the publisher and subject to audit.
Pulp magazine: A publication, usually printed low-quality paper, with sensational editorial material; for example, a mystery, de- tective, or "TV/movie" magazine.
