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Rate Card
A card issued by an advertising medium listing its rates, requirements, and information needed from the advertiser.
Copy
Any text to be included in an advertisement.
Kill Date
The expiration date of advertising materials. Kill dates notify media outlets that an advertisement should not be broadcast or placed after that date.
Bleed
Printing to the edge of the page, leaving no margin.
Talent
Primarily refers to actors used in advertising. Can also refer to voice performers, musicians, etc.
Copyright
A legal term referring to protection granted an individual or organization against the use of an original work without expressed consent.
Usage Limitations
Restrictions on the placement of a commercial (e.g., PSA use only).
Management Company
The umbrella under which a group of managers function as a single incorporated entity. Long known for small client lists and focused attention on development of clients, management companies, in the last decade, have, in most cases, shifted their role in the market. Today, most management companies perform dually as client representation and producer.
Saturation Campaign
Variation Margin: Payment made on a daily or intraday basis by a clearing member to the clearing organization based on adverse price movement in positions carried by the clearing member, calculated separately for customer and proprietary positions.
Media Plan or Media Buy Plan
A part of the communications plan that details how various media will be employed. Identifies the specific schedule of paid placements that have been negotiated for an ad or collection of ads, including the times and programs during which television and radio ads will run, the locations and sizes of billboards that will be placed, the publications and placement within those publications in which print ads will run, etc.
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