Glossary of Terms

This glossary contains business, technology, marketing and printing terms that have been defined from a business perspective and are not intended to be "dictionary" definitions. We hope you find them useful.

A

B

C

D

E

F

G

H

I

J

K

L

M

N

O

P

Q

R

S

T

U

V

W

X

Y

Z

Gross Impressions

The sum of audiences of all vehicles used in a media plan. This number represents the message weight of a media plan. The number is sometimes called the tonnage of the plan, because it is so large.

Gross Rate

The published rate for space quoted by an advertising medium, including agency commission, cash discount and any other discounts.

GRPs

Gross Rating Points are the aggregate number of rating points of individual media vehicles, or the percent of a universe. GRPs are the common expression of media weight levels. Television and radio ads are usually purchased after establishing GRP goals.

Expanded/Alternate Definition(s)

GRPs = Reach X Frequency

GUI (n.)

Graphical User Interface

Expanded/Alternate Definition(s)

A software user interface based on graphics (icons and pictures and menus) instead of text; uses a mouse as well as a keyboard as an input device. Clarity calls the website GUI a WUI or Website User Interface.