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Glossary Test 2

Quick Index
L M N O P Q R S T U V W X Y Z


Ladies of the House (LOH): A term used by A.C. Nielsen Company in some of its reports, referring to female heads of households.

Life: The length of time during which an advertisement is used; the length of time during which an advertisement is judged still to be effective; the length of time that a publication is retained by its audience.

Life-style profiles: Classifying media audiences on the basis of career, recreation, and/or leisure patterns or motives.

Linage: In print, the number of agate lines to be used for an ad- vertisement or for a series of advertisements, now made somewhat obsolete by the declining use of agate-line measurements (see Agate line).

Line rate: The print advertising rate that is established by the number of agate lines of space used; somewhat obsolete because of the declining use of agate-line space measurements.

List broker: An agent who prepares and rents the use of mailing lists.

Local rate: An advertising rate offered by media to local adver- tisers that is lower than the rate offered to national advertisers.

Log: A broadcast station's record of its programming.



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