Media Vocabulary

Acquisition Cost

The cost to an advertiser to gain a new customer. Advertisers take into consideration the amount of revenue potential from a potential customer over a life time in order to determine the maximum acquisition cost.

Added Value

Free advertising above and beyond what was actually purchased to be competitive or to earn your business.


Time periods immediately before and after a television program, normally used as a commercial break between programs. 


The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers, radio, television, billboards, magazines, etc., to get more buyers, customers, or public interest.

Advertising Impressions

The audience delivery of media vehicles, programs or schedules. Usually expressed as thousands (000).


A print advertisement styled to look like editorial content. Most publishers require that advertorials be labeled as an “advertisement” so that readers are aware that they’re reading an ad. 


A notarized statement from a broadcast station that confirms the actual run time of a commercial or commercials. In order to collect co-op advertising funds, you will be required to get an affidavit from the broadcast station. 

Affiliate Marketing

A type of advertising system based on the CPA payment method whereby web sites run advertiser's banners for free but get paid on any sales or registrations that result from visitors that click on the banner.

Agency Commission

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. 

Alternate Weeks

A method of scheduling advertising for a period of one week, then skipping a week, then running it again for a week, and so forth. 


Persons who receive an advertisement; individuals who read a newspaper or magazine, listen to a radio broadcast, view a television broadcast, and so on.

Audience Composition

Audience analysis expressed in demographic terms or other characteristics.


Advertising time on radio or television that is available for purchase, at a specific time. 

Average Frequency

The number of times the average person or household is exposed to an advertising schedule. 


Business to business (B2B) is a business model by which a business's main customers are other businesses. Common B2B web sites include online marketplaces where companies can buy raw materials, supplies & equipment.


Business to consumer (B2C) is a business model in which a business's main customers are consumers. Common B2C web sites include online stores selling products like books, music & videos.


A graphic that appears on a web page that is usually hyperlinked to an advertisers web site. May be in a variety of formats including GIF, JPEG, Flash, HTML, Java, JavaScript & more.

Banner Ad

Banner and Banner Ad are generic terms describing the most common forms of online advertising, the 468x60 image or rich media ad displayed at the top of many commercial web sites.


A flat surface or board, usually outdoors, on which large advertisements or notices are posted. 


Printing that extends to the trimmed edge of a printed page.