Marketing Glossary

Accordian Insert = An ad inserted in a magazine, folded with an accordian-style fold.

Acetate = Transparent plastic sheet frequently used for overlays in ad layouts.

Ad Copy = The printed text or spoken words in an advertisement.

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

Advertorial = An advertisement that has the appearance of a news article or editorial, in a print publication.

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

AIDA = 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.

Bleed = Allowing a picture or ad to extend beyond the normal margin of a printed page, to the edge of the page.

Coated Stock = Paper with a slick and smooth finish.

Demographics = Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. (See Psychographics below)

Psychographics = A term that describes consumers or audience members on the basis of psychological characteristics initially determined by standardized tests.

Silk Screening = A color printing method in which ink is forced through a stencil placed over a screen that blocks out areas of an image, and onto the printing surface. Also referred to as Serigraphy.