Terminology

Question 1

AAA

Answer 1

American Academy of Advertising. An association of educators, students, and former educators in advertising.

Question 2

AAAA

Answer 2

American Association of Advertising Agencies. An association whose members are ad agencies.

Question 3

AMPHTML

Answer 3

Created using Accelerated Mobile Pages (AMP). These ads are faster, lighter, and more secure. AMPHTML ads is a more efficient and secure way to advertise on the web. These ads can run on all web pages and not just AMP pages. Impossible to spread malware with AMPHTML ads

Question 4

ANA

Answer 4

Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their products or services.

Question 5

Abandoned Cart

Answer 5

When a user adds a product to the online shopping cart of an e-commerce site but doesn’t proceed to checkout and complete the purchase. Users may abandon because they aren’t ready to buy. Instead, they are using their cart as more of a “wish list” as they shop around and compare prices. Setting up automatic, personalized email alerts to remind users they have items in their cart is often just the nudge they need to finish checking out.

Question 6

A/B Tests

Answer 6

Creating 2 versions of a digital asset to see which one users respond to better. Examples of assets include a landing page, display ad, marketing email, and social post. In an A/B test, half of your audience automatically receives “version A” and half receives “version B.” The performance of each version is based on conversion rate goals such as the percentage of people who click on a link, complete a form, or make a purchase.

Question 7

Accordion Insert

Answer 7

An ad inserted in a magazine, folded with an accordion-style fold.

Question 8

Accumulation

Answer 8

An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period.

Question 9

Ad Copy

Answer 9

The words in your advertising messages to customers. Ad copy can be the headline of a display ad, the subject line of a marketing email, the call to action (CTA) of a Facebook ad, or the script of a video or TV spot. Ad copy is distinguished from ad design elements such as photography and illustration, although copy and design should always work together as a whole.

Question 10

Ad Extensions

Answer 10

Specific information you can tack onto your Google Ads to help them perform better. There are several options, including: store location, call button, product pricing, seller rating, app download, and additional website links. Google doesn’t charge extra for having extensions. But it does charge a pay-per-click (PPC) fee when users click on most types of extensions, just like when users click on an ad itself.

Question 11

Adnorm

Answer 11

A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average.

Question 12

AdSense

Answer 12

A Google marketing program that pays website publishers for allowing relevant ads from Google to run on their sites automatically. Keywords determine relevance. The ads can include text, images, and video. They are designed to be high quality but unobtrusive to the website’s content across desktop and mobile devices. Publishers have some control in rejecting ads they don’t like and prioritizing ads they like best. Payment to publishers is usually on a pay-per-click (PPC) basis.

Question 13

Advance Premium

Answer 13

A premium provided to a consumer, on the condition of some later purchase.

Question 14

Advertiser

Answer 14

The manufacturer, service company, retailer, or supplier who advertises their product or service.

Question 15

Advertising

Answer 15

A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.

Question 16

Advertising Budget

Answer 16

The money a company puts toward promoting its products and services to its target audiences. An advertising budget typically spans the cost of paid media, photography, printing, mailing, and the support of advertising professionals. Some businesses set their advertising budget based on a percentage of sales. Whatever your method, keep your return on investment (ROI) in mind. Any vendor should be able to give you a clear idea of what you should expect in return for the expense.

Question 17

Advertising Elasticity

Answer 17

The relationship between a change in advertising budget and the resulting change in product sales.

Question 18

Advertising page exposure

Answer 18

A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad.

Question 19

Advertising Plan

Answer 19

An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.

Question 20

Advertising research

Answer 20

Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.

Question 21

Advertising Specialty

Answer 21

A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.

Question 22

Advertorial

Answer 22

Advertising and editorial content combined. If you think of a traditional printed magazine or newspaper, the line between ads and editorial articles is distinct—and often literal. An advertorial brings the 2 formats together to educate readers about a product through an editorial-esque storytelling experience. They’ve become a popular online advertising tactic that is typically labeled “sponsored” or “paid” so as not to mislead users about the source of the information.

Question 23

Advocacy Advertising

Answer 23

Advertising used to promote a position on a political, controversial or other social issue.

Question 24

Affirmative disclosure

Answer 24

A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the advertisement.

Question 25

Agate Line

Answer 25

A measure of newspaper advertising space, one column wide and 1/14th inch deep.

Question 26

Agency commission

Answer 26

The agency’s fee for designing and placing advertisements. Historically, this was calculated as 15 percent of the amount spent to purchase space or time in the various media used for the advertising. In recent years the commission has, in many cases, become negotiable, and may even be based on some measure of the campaign’s success.

Question 27

Affiliate marketing

Answer 27

Marketing based on a relationship between an online advertiser and website publishers where the advertiser pays for leads or revenue that comes from the publishers’ sites. It’s a form of value sharing or commission sharing. Partnering with affiliates extends your advertising reach and increases your relevance with target audiences for a limited investment. You only “pay for performance.” Bloggers can make great affiliates.

Question 28

Affiliate Network

Answer 28

A specially selected group of website publishers who partner with an advertiser to deliver leads or sales and receive a commission based solely on their performance. Here’s a simple example: A shoe company partners with a few highly influential fashion bloggers. The bloggers include ads and links promoting the company’s shoes on their sites. The shoe company pays the bloggers a commission on the sales generated. Affiliate networks offer advertisers “prepackaged” affiliate programs.

Question 29

AIDA

Answer 29

Stands for Attention, Interest, Desire, and Action. This is a historical model of how advertising works, by first getting the consumer’s attention, then their interest, etc.

Question 30

Aided recall

Answer 30

A research method frequently used to determine what consumers remember about an advertisement they have seen or heard.

Question 31

Ala carte services

Answer 31

Rather than provide all advertising services for one price, an agency may provide only the services that a client wishes to purchase.

Question 32

Alt text

Answer 32

Text that shows in place of images or pops up when you hover your mouse over an image. Alt text, or alternative text, is written into the HTML code of a web page to describe an image in case the image doesn’t show. This can happen for a few different reasons. Some users may have images turned off so web pages load faster. Other users may have low vision or blindness, so they use special screen readers that translate web page text into an audio or a Braille-like touch format. Alt text also helps search engines “understand” images better.

Question 33

Anchor text

Answer 33

The wording of a link on a website, in an email, or within another digital asset. One example of anchor text is “read more.” Anchor text is an important part of the user experience. You want your users to be clear on where your links are going and be satisfied that the destination is what they expected. Search engines also take your anchor text into account when they rank your site pages for relevance.

Question 34

Area of Dominant Influence (ADI)

Answer 34

A geographic designation, used by Arbitron, that specifies which counties fall into a specific television market. See, also, Designated Market Area.

Question 35

Art Proof

Answer 35

The artwork for an ad, to be submitted for client approval.

Question 36

Artwork

Answer 36

The visual components of an ad, not including the typeset text.

Question 37

Audience

Answer 37

The number of people or households exposed to a vehicle, without regard to whether they actually saw or heard the material conveyed by that vehicle.

Question 38

Audience Duplication

Answer 38

The number of people who saw or heard more than one of the programs or publications in which an ad was placed.

Question 39

Audience Segmentation

Answer 39

A marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Subgroups can also be based on behavior such as purchases made in the past. Psychographics come into play when you have access to insights about your audience’s values, attitudes, and beliefs.