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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 |
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.
