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.
An advertisement run as a replacement for one that was scheduled but did not run, or that ran incorrectly.
Outlines the specific media that it believes best accomplish the brands marketing objectives within the available funds.
The total impact of an advertising campaign in terms of number of commercials, insertions, reach and frequency, advertising dollars, etc.
Refers to the gross number of advertising messages delivered by a vehicle or group of vehicles in a schedule.
Set of words that do not actually appear on the web page or in the browser. They are built into the source code of the page and are used to help certain search engines catalog and understand the site.
Make sure that the relevant "key words" (suited to your product or service as mentioned before) are used that will give your site the right listings. Refer to the various search engines such as www.google.com and www.overture.com for further details.
Images on screen look different from the same image in print. Calibrating your monitor provides a screen display that simulates what you would see on paper.
The simplest calibration methods involve adjustments to the Contrast and Brightness settings of your monitor. An intermediate method uses special software to calibrate your monitor as well as calibrate your printer, scanner, and other devices so that what you see on-screen, what you scan, and what you print all look the same - as much as is possible. For high-end use, even more precise hardware-based calibration methods exist.