Product categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category.

(1) Announcements made inside the context of a program as opposed to those shown during station breaks.

(2) An announcement or amount of broadcasting time which is shared by several advertisers.

A reader which becomes familiar with a publication without the purchase of a publication. These readers are taken into account when calculating the total number of readers of a publication.

A camera-ready layout of illustrative and type material which is configured in the proper position on paperboard and is used for reproductive purposes.

Approach to advertising budgeting in which the dollars spent to advertise are represented as an investment toward sales and profits.