ABC
Audit Bureau of Circulation. It is an organization providing verified circulation statistics of publications around the world.

Above-the-line
A conventional advertising technique making use of traditional media such as television, newspapers, magazines, radio, outdoor and the Internet

Advertorial
An advertisement that looks like a news article

Advertising Medium
The specific channel in which an advertisement is placed such as television, newspapers and magazines

Affiliate Marketing
Revenue sharing between online advertisers / merchants and online publishers / salespeople. Compensation is based on performance measures.

Audience
People, households or organizations that are exposed to a particular marketing communication medium.

Below-the-line
A less conventional advertising technique that employs direct mail, sales literature, public relations, exhibitions, etc.

Branding
It is the process of developing elements of a brand, such as the name, image, unique quality, and relevant marketing messages.

Circulation
It is the number of copies of print publication distributed. For outdoor advertising, it means the total number of people having the opportunity to view a billboard or poster.

Click-through Rate
The percentage of the number of times a web page advertisement is clicked on

CPM
Cost Per Thousand (“M” is the Roman numeral for 1,000). It is used in quoting the cost of advertising media, e.g. cost per 1,000 web banner advertisement impressions, cost per 1,000 readers of a print advertisement, etc.

Creative
It refers to the activities involved in creating marketing materials including copywriting, design, illustration, etc.

Direct Marketing
It is the sending of promotional messages directly to individuals instead of through the mass media. Methods include direct mail and telemarketing.

Earned Rate
It is a discounted media rate charged to advertisers based on volume or frequency of ads placed.

Four Ps
Product, Price, Place and Promotion

Flat Rate
A fixed media rate, allowing no discounts

Guerilla Marketing
The use of unconventional and aggressive marketing tactics to get maximum results from a very small budget

House Agency
An advertising agency which is owned and operated by the advertiser

Horizontal Publication
It is a business publication targeted at individuals of similar interests or responsibilities in different industries.

Image Advertising
It promotes the general perception of a company, product or service instead of its specific attributes. It is commonly used to differentiate brands of parity products.

Impression
If an ad or a copy on the web is viewed ten times or by ten persons, it has ten impressions.

Infomercial
It is a television or radio commercial that looks similar to a news story or documentary.

Integrated Marketing Communication
It refers to the use of all marketing communication disciplines such as advertising, public relations and direct marketing in a unified and well-coordinated force instead of letting each to work separately.

Mass Marketing
It is the marketing of products through mass media to the masses instead of to a specific individual.

Media Kit
It is a set of information including media vehicles, advertising rates, target audience, ad specifications, etc. distributed by a media outlet to sell its advertising space.

Narrowcasting
It refers to the use of a broadcast media to target audience with specific interests.

Nonprofit Marketing
It is the marketing of products / services in which the marketer does not aim at making monetary profit with the offer.

Penetration
It is the percentage of the market that a medium or a particular marketing message reaches.

Positioning
Marketers use this technique to create an image for its brand in the minds of the target market relative to the competition.

Rate Card
Information cards providing advertising costs, circulation data, mechanical requirements, etc. for a print publication, website or broadcast media.

Reach
The estimated number of individuals or households in a target audience that receives a specific marketing message

Response Rate
It is the percentage of responses generated from a direct marketing campaign.

Self-mailer
It is an advertising piece sent by mail without being enclosed in an envelope.

Spam
Using e-mailing to send huge volumes of unsolicited advertising messages

Spread
Advertising that covers two adjacent pages of a publication

Stickiness
It refers to the time spent at a website over a given time period.

Tag Line
It is a phrase that conveys the theme of an advertisement or campaign.

Target Audience
A specific audience or demographic group to which a marketing message is sent

Vertical Publication
A business publication that targets at a single, specific industry

Viral Marketing
It is an Internet marketing phenomenon in which one person gets a promotional message and passes it on to many other people.

Word of Mouth Advertising
Advertising which occurs when people tell their friends product information or promotions