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Media Glossary

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D

Demographics

Is a term used in media to describe the composition of an audience in terms of characteristics such as age, sex, etc.

Distress Space

Distress space is offered at a reduced rate when a magazine or newspaper is either not full or when another advertiser cancels a booking at the scheduled time of printing.

Distribution Platform

A media term for the ways of disseminating information, content via different media: e.g. TV, web, telephony, interactive TV. Equivalent to channels for disseminating products.

Domain Name

The unique name of an internet site.

E

E-marketplace

Internet-based enabled marketplace, where e-commerce takes place. Largely follows general market rules

EGN

Abbreviation for "Early General News".

End User

Usually the same as the consumer. Should be distinguished from intermediary customers (channels) and, where significant, from the final purchaser (e.g. the final purchaser of baby clothes is not usually the end user).

Exclusivity

Is when an advertiser is given a guarantee that they will be the only advertiser in their product category appearing in a particular magazine, television program etc.

Eye tracking

A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.

F

FPC

Abbreviation for 'Full Page Colour'.

FPM

Abbreviation for 'Full Page Mono'.

Fast Moving Consumer Goods (FMCG)

Frequently purchased consumer products, usually known as packaged goods in the USA, e.g. food brands, beverages, toiletries and tobacco.

Firewall

Software that provides security for a computer or local network by preventing unauthorised access to or from a private network.

Flash

Web design software that creates animation and interactive elements that are quick to download.

Frequency

Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time period. (2) The position of a television or radio station's broadcast signal within the electromagnetic spectrum.

G

GIF

Abbreviation for "Graphic Interchange Format". A common format for image files, especially suitable for images containing large areas of the same colour. GIF format files of simple images are often smaller than the same file would be if storing in JPEG format, but GIF format does not store photographic images as well as JPEG.

Gatefold

Extra pages in a magazine that fold out

Gross Rating Points (GRP)

The number of exposures of a broadcast ad multiplied by the size of each audience. A single GRP represents 1 per cent of the total or target audience in a given region. The total weight of the campaign.

H

HDTV

High Definition Television. A digital-format system with higher resolution or pictorial clarity, as more lines per picture frame are transmitted.

HPC

Abbreviation for 'Half Page Colour'.

HTML

Abbreviation for 'HyperText Markup Language'. The coding language used to create Hypertext documents for use on the World Wide Web.

Heavy User

Refers to that proportion of 'all users' of a specified product or brand who use more of the product or brand than other users. The term is usually used in triptile analysis where all users are ranked by weight of usage and the divided into three equal sized groups.

Hiatus

Generally refers to a period of non-activity between bursts or flights of advertising.

Hyperlink

A system that allows documents to be linked to one another over the internet. Hyperlinks are usually highlighted words which take the user to another site when clicked on.

I

IFC

Abbreviation for 'Inside Front Cover'.

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