Definitions, Abbreviations and Jargon - Association of Advertisers in ...

.Adshel
One of the UK's largest media brands, Adshel's 42,000+ roadside 6 sheet panels are
seen by in excess of 23m adults a week. Panels are located on busy high streets and
main roads, in city centres and close to supermarkets, raising brand awareness and
providing point of sale presence.
ADSL
Abbreviation for Asymmetric Digital Subscriber Line. A technology for transmitting digital
information at high bandwidths on existing phone lines to homes and businesses.
Adspeak
An expression used for jargon used in the advertising trade.
Adstock
A term used in market modelling to mean the sum of GRPs in the current period plus a
proportion of the GRPs from previous periods whose effect, normally Advertising
Recall, is estimated to have carried over into the current period. This is usually
calculated as a constant proportion carried over from one period into the next.
Adult Probability
See Reading Probability.
Advanced Booking Deadline
Date by which media monies have to be committed to a supplier by a media buyer on
behalf of an advertiser.
Advertising Post-testing
Advertising post-testing is designed to assess the reactions of the target audience for a
campaign after it has been broadcast. Techniques have been developed for TV, radio,
posters and press. Fieldwork usually happens immediately after the campaign has been
broadcast/shown to capture its impact at the height of its effect. The technique is
designed to assess the success or otherwise of a campaign on key dimensions such as
impact, persuasion and diagnostics. A particular client's campaign can then be
assessed against a databank of 'norms' and against the client's advertising strategy.
However a 'snapshot' post-test may be less sensitive than continuous or periodic
checks.
Advertising Pre-testing
Advertising pre-testing is designed to assess the reactions of the target audience for a
campaign before it is shown. The results of the research can be used diagnostically to
improve the advert or to choose between alternative treatments. Also known as Copy
Testing, particularly in North America.