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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 |
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.
Fold: The bottommost visible area of a web page as displayed on a standard screen size (currently defined as 800x600 pixels). Many ad networks require their ads to be displayed "above the fold" (see related definition).
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).
