Up-front buys
The purchasing of both broadcast and print early in the buying season.
Utility
The value a consumer receives from a product's design.
Values and lifestyles (VALS) research
A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics.
Vertical discount
A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one week.
Voice-pitch analysis
An advertising research technique of analyzing a subject's voice during their responses, to test their feelings and attitudes about an ad.