Theater testing
A method used in testing the viewer responses of a large, randomly selected audience after being exposed to an ad.
Thumbnail
A rough, simple, often small sketch used to show the basic layout of an ad.
Time compression
A technique used in broadcast production to delete time from television commercials.
Tracking studies
A type of research study that follows the same group of subjects over an extended period of time.
Trade advertising
Advertising designed to increase sales specifically for retailers and wholesalers.