Advertising Media A to Z
Surmanek J. Advertising Media A to Z. – N.Y. MacGraw-Hill, 2003. – 337 p.
AA See average audience.
AAAA See American Association of Advertising Agencies.
AAF See American Advertising Federation.
Abandonware Computer software that is no longer manufactured nor distributed by the company that created it.
ABC See Audit Bureau of Circulations.
ABCD counties See Nielsen county size groups.
ABCi See Audit Bureau of Circulations.
Above the fold 1. Advertising or editorial content on a Web page that a user can see without having to scroll down. 2. Ad or edit content that appears in the top half of a standard-size newspaper. Also see below the fold.
A/B split Two versions of an advertisement, or two entirely different ads for the same company, with each version distributed in every other copy of the magazine. Each version is ostensibly delivered to all of the geographic areas covered by the magazine. The two versions combined account for 100 percent of the magazine's circulation. A/B splits often are used to test two versions of an advertisement to determine, for example, which has the higher level of readership or response (as gauged by coupon redemption, reader phone calls).
AC See adult contemporary.
Academy of Marketing Science (AMS) An international, scholarly, professional organization dedicated to promoting high standards and excellence in the creation and dissemination of marketing knowledge and the furtherance of marketing practice. AMS has a role of leadership around the world within the discipline of marketing. Website: ams-web.org
ACB See Advertising Checking Bureau. Access See TV dayparts.
Access charge A fee charged to subscribers or other telephone companies by a local exchange carrier for the use of its local exchange networks.
Access provider See Internet service provider.
Accordion insert An advertising circular, leaflet, or pamphlet that has been folded in an accordion fashion for binding into a magazine.
Accrual 1. The amount of a cooperative (co-op) fund earned on a per-dollar or per-unit basis through purchases over a stated period. 2. An accounting procedure where revenue and expenses are recorded in the period in which they are earned or incurred, regardless of whether cash is received or disbursed in that period.
ACORN A geodemographic segmentation system. ACORN's neighborhood segments are divided into 43 clusters and 9 summary groups. ACORN was created by CACI and then sold to ESRI. It is an acronym for "A Classification of Residential Neighborhoods".
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