| AIDA approach | the idea that to persuade consumers advertising must attract Attention, create Interest, stimulate Desire, and promote Action
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| ambient advertising | advertising content appearing in nontraditional venues
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| blink ads | television commercials lasting one second
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| brand awareness | an advertising goal when a number of essentially similar brands populate a given product category
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| cease-and-desist order | demand made by a regulatory agency that a given illegal practice be stopped
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| clutter | in television, when many individual commercials share one commercial break
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| commissions | in advertising, placement of advertising in media is compensated, at typically 15% of the cost of the time or space, through commissions
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| consumer culture | a culture in which personal worth and identity reside not in the people themselves but in the products with which they surround themselves
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| consumer juries | ad research technique in which people considered representative of a target market review a number of approaches or variations of a campaign or ad
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| copy testing | measuring the effectiveness of advertising messages by showing them to consumers; used for all forms of advertising
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| corrective advertising | a new set of ads required by a regulatory body and produced by the offender that correct the original misleading effort
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| cost per thousand (CPM) | in advertising, the cost of reaching 1,000 audience members, computed by the cost of an ad's placement divided by the number of thousands of consumers it reaches
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| forced exposure | ad research technique used primarily for television commercials, requiring advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new ads
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| islands | in children's television commercials, the product is shown simply, in actual size against a neutral background
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| newsbook | early weekly British publications that carried ads
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| parity products | products generally perceived as alike by consumers no matter who makes them
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| piggybacking | in television advertising, a single sponsor presents two products in the same commercial
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| puffery | the little lie or exaggeration that makes advertising more entertaining than it might otherwise be
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| recognition tests | ad research technique in which people who have seen a given publication are asked whether they remember seeing a given ad
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| retainer | in advertising, an agreed-upon amount of money a client pays an ad agency for a specific series of services
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| shopbills | attractive, artful business cards used by early British tradespeople to promote themselves
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| siquis | pinup want ads common in Europe before and in early days of newspapers
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| unique selling proposition (USP) | the aspect of an advertised product that sets it apart from other brands in the same product category
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