Glossary of Terms

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

A

Above-the-line, term referring to costs of paid advertising in "mass" media, e.g., radio, television, print. (See below-the-line.)

Ad Slick, reproduction line art supplied by marketer to retailer for use in local ROP or circular advertising. Usually on a glossy paper stock.

Addressable Media, any that can deliver a single, separate message to a specific individual e.g., mail, e-mail, fax.

Advertising, the use of paid media to generate awareness of a product or service, establish an image, and stimulate purchase intention.

Alternative Media, the myriad of advertising vehicles outside the traditional "mass" media, usually considered to include interactive electronic as well as other non-traditional media, e.g., point-of-sale, cinema, package inserts, et al.

AOR, (Agency of Record), agency responsible for media/program purchases for a client, even if other agencies are involved in creative development. Also, in radio, "Album-Oriented Rock," a station-style designation.

Awareness, consumer’s recall of information about a brand or ad. Usually referred to in terms of "unaided" awareness, "aided" awareness (can remember when prompted), or the epitome—"top-of-mind" awareness.