Simplify the jargon

Let’s simplify the jargon

We advertising fitness gurus know how to throw the tricky terms and jargon around and it can be confusing.
Here are a few terms you may hear SMP use….

Bonus Spot – additional TV spot provided to an advertiser at no charge to raise the overall audience delivery of the schedule. A bonus spot on a media schedule is not guaranteed.

Roadblocking – a scheduling technique where a brand’s commercial airs at approximately the same time on all three networks or on all stations in a given market.

Billboard – a short announcement to identify a sponsor at the beginning or end of a production element such as the news or traffic/weather reports.

aTabloid – a newspaper measuring approx. 380mm high by 262 mm wide.   The Daily Mercury, The Courier Mail and the Sunday Mail are tabloid sized newspapers.

Run of Press or Run of Paper (ROP) – a newspaper advertisement for which an exact position is not requested but left to the newspaper’s discretion.

Gutter – the blank space between margins of facing pages of a newspaper publication.

Booking deadline (Closing Date)the date and exact time by which all advertising must be placed in order to secure the publication date and position requested.  Booking deadline is often  2pm, two working days prior to publication date, however pre-printed publications which are printed on specialist stock (paper) for insertion into the newspaper often have booking deadlines several weeks prior to the date they will appear in the newspaper.

Early General News (EGN) – a booking which will appear in the early part of the newspaper, approximately pages 2 to 11, depending on the size of the edition of the paper.

HTML (Hypertext Markup Language) – the standard code language of the internet that is used to define structure and layout of webpages.

Keyword Density – how many times a keyword appears on a page, in relation to how many words are on the page.

IP Address (Internet Protocol Address) – a unique string of numbers that identifies each device connecting to the internet. The IP Address is your website’s home address.

Landing Page – the first webpage a user is sent to when they arrive at your website from clicking on an online advertisement or a search result.

Internal Link – a clickable element on a website that takes you to a different webpage on the same website.

Domain Name – for the website,, the “domain name” is yourcompany.”

Hyperlink – a clickable element on a website that takes you to a different webpage

RWD (Responsive Web Design) – when a website is designed and developed to work and look good on any device, regardless of screen size.

SEO (Search Engine Optimization) – the process of making your website show up in search results by making it search engine friendly.

Sender Domain – if you receive an email from [email protected] , is the sender domain.

Average Time on Page – how long the average visitor stayed on a specific page of your website, for a given period of time.

Bounce Rate – the percentage of people that leave your website after viewing only the page they came to your website on (only one page, may or may not be your home page).

Domain Authority – a metric used to describe how authoritative your website is – the higher, the better.

CMS (Content Management System) – a general term used to describe websites that can have content added to them easily – WordPress is a common CMS platform.

Clutter – the term given to the proliferation of advertising messages aimed at consumers. In TV, it refers to all non-program minutes, such as commercials, station promotions, billboards, public service announcements.

Cost Per Thousand (CPM) – the cost to reach 1,000 units of audience households or individuals, for advertising.  Used as a measure of efficiency among media and media schedules.

First Refusal – the opportunity for an advertiser to extend sponsorship rights of a program or vehicle before it is offered to another advertiser.

Makegood – comparable unit of advertising offered at no charge when the original spot or ad did not run or ran incorrectly.

Offline/Online Advertising/Marketing – traditional platforms like radio, television, newspaper and flyers are referred to as “offline”.  Website, SEO, SEM, e-newsletters etc are referred to as “online”.

BMAD – stands for Breakfast, Morning, Afternoon and Drive, usually 0500-1900.  Booking your radio advertising BMAD means you reach your audience at a lower spot rate.  Your BMAD spots will fall anyway across the day.  They many not fall in each of the day parts so you could end up with no spots in Breakfast (or several spots in Breakfast).  Adverting day part specific (eg breakfast 0500-0900) means your commercial is guaranteed to air in that day part.  As a general rule BMAD is great for branding, longer term bookings.  Day part specific are a wise choice for a call to action campaign.

Overnights (or predawns) – traditionally commercials booked to go to air midnight to 0500 are targeting listeners who work in non-traditional office/business hours.  Advertising overnights allow a business to reach consumers who may be travelling on the highway and can be a cost effective way to build brand awareness.

Live read – a live read may or may not be recorded by the announcer before it goes to air as a “live read” but to the listening audience is will sound live.  A live read is most commonly 60 seconds duration but 30 second live reads are possible.  The announcer currently on shift (their program) will normally conduct a live read booked to go to air during their program.  Live reads air within the commercial break, not during a talk break.  Live reads are a popular choice as radio listeners build a relationship with their regular radio personalities and it can be a great endorsement for an advertiser when the announcer(s) speaking about their product and service in a conversational way.

Engagement – when social network users interact with a social media post, commonly in the form of a “like”, “comment” or “share”.

Opt-In – when someone agrees to receive your company’s email marketing campaigns by giving you their e-mail address.

Podcast – recurring audio shows that are available for download on demand.

PPC (Pay Per Click) – paid advertising where you pay for every click on your online advertisement.

Remarketing – serving advertising messages to people who have already displayed an interest in your product or service.

Social Media – a term describing all software that links people with each other in a social capacity and networking arena including  sharing of thoughts, photos, ideas or common interests.

Vector logos are designed in vector-based program such as Adobe Illustrator. Vector graphics are made up of points and paths that represent the image on the computer. Pixel based graphics (often called raster or bitmap) are made of individual bits, or pixels that represent the image on the computer.

Vector based images can be scaled by any amount without losing quality of the image.

Pixel based images do not enlarge well. The quality is lost and can become blurry.   Most files on the world wide web are low resolution (72dpi) meaning if you copy a logo from a website it will not be suitable to print.

Different File Formats

  1. EPS – Encapsulated PostScript files maintain an image’s line and graphic quality and are often used to save vector art files.  An EPS logo is best for high-quality printing or editing. An ESP file can only be opened on a computer which has software for vector files.
  2. TIF – Tagged Image File formats are for high-quality graphics such as images with multiple colours and digital photos. Although it is not possible to edit a vector logo in a TIF format, it is still appropriate for high-quality printing.
  3. JPG – JPEGs are raster image files that compress the image itself and reduce the file size. This is why the JPEG format is best used for viewing on a computer screen, such as a presentation or on the Internet. Low-resolution logos should be used on web pages as they will load quickly.
  4. GIF – Graphical Interchange Format files limit an image to 256 index colours. GIFs are fantastic for preserving the crisp clear colour and graphics in a logo, yet reducing the file size dramatically. They are perfect for email signatures.
  5. PNG – Portable Network Graphic files are great for compressing a raster image’s file size, yet still maintaining the full scope of colour and detail. PNGs also support saving an image with a transparent background.

PMS Colour

PMS stands for the Pantone Colour Matching System; a standardized colour reproduction system.  By standardizing the colours, different manufacturers in different locations can all refer to the Pantone system to make sure colours match without direct contact with one another. When a logo is design, the PMS colours used as become the logo’s identity – it means that printers, sign writers, web designers all work from the same colours, matching the  corporate look.

Convert text to curves /outlines

A function of vector drawing software, convert to curves means to take text and convert it into vector curves or outlines. It turns the text into a graphic that can no longer be edited with the software type tools. This needs to be done when sending artwork for printing (for brochures/signage and newspapers etc) so that your artwork prints the way it was designed. If not, the printer may not have the same fonts and the document may not reproduce correctly.

Sublimation Printing

Sublimation is a printing process using heat to transfer dye onto material such as a plastic card, paper, or fabric. The sublimation name is applied because the dye transitions between the solid and gas states without going through a liquid stage. The most common use of sublimation is on STUBBIE COOLERS – yielding a cost effective way to have coolers printed with photos or logos with more than one colour.


GSM is an acronym standing for ‘Grams per Square Meter’. Quite simply, it allows print buyers and print suppliers to know the weight (quality) of paper stock.   The higher the GSM the heavier the paper.

One Colour One Position

Quotations for promotion items such as pens and stress balls often list terms such as ‘one colour, one position print’ or ‘one colour, two position print’. This means you will be getting a single colour logo printed in one position on the promotional item. Two position print means for example, both sides of the pen, or front and back of a ruler. In general, the least amount of colours and positions are less expensive options.

Indent Supply

When having promotional items printed there are generally two options for supply. When an item is listed as ‘indent supply’, this means that item will be manufactured overseas and will generally be lower price than something being printed in Australia however the production time can be from six to even 12 weeks for delivery. The promotion industry in Australia is getting bigger and bigger and Strategic Media Partners has access to a huge range of promotional products competitively priced.