Abatement –
ñêèäêà
Account –
ðåêëàìíûé çàêàç÷èê, ñ÷åò
Ad — ðåêëàìà
Ad count – îáùåå
÷èñëî ðóáðè÷íûõ îáúÿâëåíèé
Adjustment –
ïîïðàâêà
Adless page –
ñòðàíèöà áåç ðåêëàìû
Advertise –
ðåêëàìèðîâàòü (òîâàð)
Advertisement –
ðåêëàìíîå îáúÿâëåíèå
Advertiser –
ðåêëàìîäàòåëü
Advertising –
ðåêëàìà (ðåêëàìèðîâàíèå)
Affiliate —
ïàðòíåðñêèé
After-tax-profit
– ïðèáûëü çà âû÷åòîì íàëîãîâ
Agency –
àãåíòñòâî
Agent – àãåíò
Agreement –
äîãîâîð, ñîãëàøåíèå
All day –
îòíîñèòñÿ ê ïóáëèêàöèÿì, âûøåäøèì â òå÷åíèå äíÿ, áåç ðàçäåëåíèÿ íà óòðåííèå è
âå÷åðíèå èçäàíèÿ.
Alternate copy run
– ïóáëèêàöèÿ ðåêëàìû ñ ÷åðåäóþùèìñÿ òåêñòîì
Annual rebate –
ñêèäêà ïî èòîãàì ãîäà
Appropriation –
îò÷èñëåíèå (ñðåäñòâ)
Artwork –
ïîäãîòîâêà îáúÿâëåíèÿ õóäîæíèêîì, äèçàéíåðîì, ôîòîãðàôîì
Audience –
àóäèòîðèÿ
Average – ñðåäíåå
àðèôìåòè÷åñêîå
Back copies –
ýêçåìïëÿðû ðàíåå âûøåäøèõ íîìåðîâ èçäàíèÿ
Back cover –
÷åòâåðòàÿ ïîëîñà îáëîæêè (ïîñëåäíÿÿ)
Banner —
ïðÿìîóãîëüíîå ãðàôè÷åñêîå èíòåðíåò-èçîáðàæåíèå ñî ñòàòè÷íûì èëè äèíàìè÷íûì
õàðàêòåðîì.
Barter – áàðòåð
Batch – ïàêåò
çàêàçîâ
Bill – c÷åò
Black list –
ñïèñîê ðåêëàìîäàòåëåé ñ ñîìíèòåëüíîé ïëàòåæåñïîñîáíîñòüþ
Bleed – ïå÷àòü ïî
ãàçåòíîìó ëèñòó áåç ïîëåé, «ïîä îáðåç»
Blind àd –
ðåêëàìíîå îáúÿâëåíèå, â êîòîðîì âûõîäíûå äàííûå ðåêëàìîäàòåëÿ çàäàíû â âèäå
ñïåöèàëüíîãî êîäà
Block proof –
ïðîáíûé îòòèñê ñ êëèøå
Blueprint, blue print, B – ïðåäâàðèòåëüíàÿ êîððåêòóðà ðåêëàìíîãî îáúÿâëåíèÿ
Body type – øðèôò
ðåêëàìíîãî îáúÿâëåíèÿ
Bonus – áîíóñ,
ïðåìèÿ
Booking –
ðåãèñòðàöèÿ çàêàçà
Breakdown –
äåìîãðàôè÷åñêèé èëè ïñèõîãðàôè÷åñêèé ñîñòàâ ðåêëàìíîé àóäèòîðèè
Budget – áþäæåò
(ðåêëàìíûé)
Bulk – òîëùèíà
ïå÷àòíîãî èçäàíèÿ
Bulk discount –
ñêèäêà çà êîëè÷åñòâî èëè îáúåì ïóáëèêóåìîåé ðåêëàìû
Burn out of a banner – «ñãîðàíèå áàííåðà», ðåçêîå ïàäåíèå ýôôåêòèâíîñòè ïîñëå íåñêîëüêèõ
ïîêàçîâ
Call back –
ïîâòîðíîå îáðàùåíèå ê ðåêëàìîäàòåëþ, ïîâòîðíûé âûõîä ðåêëàìíîãî îáúÿâëåíèÿ.
Campaign –
êàìïàíèÿ
Cancellation –
îòìåíà çàêàçà
Cancellation date
– êðàéíèé ñðîê äëÿ îòìåíû çàêàçà áåç óïëàòû øòðàôà
Caption – ïîäïèñü
ïîä èëëþñòðàöèåé
Card rate –
ðåêëàìíûå ðàñöåíêè
Cash terms –
óñëîâèÿ îïëàòû íàëè÷íûìè
Census – îáçîð,
ïåðå÷èñëåíèå ëþäåé, äîìîâëàäåíèé, êîìïàíèé, îðãàíèçàöèé, âõîäÿùèõ â îáùóþ
÷èòàòåëüñêóþ àóäèòîðèþ èçäàíèÿ
Center spread –
öåíòðàëüíûé ðàçâîðîò
Characteristic –
õàðàêòåðèñòèêà
Charge – ïëàòà
Charge a commission – âçèìàòü êîìèññèîííûå
Circulation –
òèðàæ
Claim – èñê,
ïðåòåíçèÿ, òðåáîâàíèå
Claim damages –
òðåáîâàíèå î âîçìåùåíèè óáûòêîâ
Claim for replacement – òðåáîâàíèå î ïåðåîïóáëèêîâàíèè
Click — íàæàòèå
ìûøêîé íà áàííåð
Client –
çàêàç÷èê, ðåêëàìîäàòåëü
Closing date –
ïîñëåäíèé ñðîê, äîïóñòèìûé äëÿ èçìåíåíèé çàêàçà
Commission –
êîìèññèîííûå
Comprehensive layout – îêîí÷àòåëüíûé ìàêåò
Context impressions — ïîêàçû â òåìàòè÷åñêèõ ðåçóëüòàòàõ ïîèñêà ïî êëþ÷åâûì ñëîâàì
Contract –
äîãîâîð
Cookies – ïîìåòêà
áðàóçåðà ïîëüçîâàòåëÿ, ïîçâîëÿþùàÿ åãî èäåíòèôèöèðîâàòü
Copy – ðåêëàìíûé
òåêñò, ýêçåìïëÿð
Copyright –
àâòîðñêîå ïðàâî
Correction –
èçìåíåíèå ìàêåòà
Cost per action (CPA) – ñòîèìîñòü çà äåéñòâèå ïîòðåáèòåëÿ ïî ðåêëàìå (ïîêóïêà, çàÿâêà è
ò.ä.)
Cost per click (CPC) — ñòîèìîñòü çà êëèê, çà íàæàòèå íà áàííåð èëè ãèïåðññûëêó
Cost per sale (CPS) – ñòîèìîñòü çà ïðîäàæó
Cost per thousand (CPT) – ñòîèìîñòü òûñÿ÷è ðåêëàìíûõ êîíòàêòîâ. Ðàçìåð ðàñõîäîâ ðåêëàìîäàòåëÿ
íà äîíåñåíèå ñâîåãî ðåêëàìíîãî ñîîáùåíèÿ äî îäíîé òûñÿ÷è ÷èòàòåëåé.
Cost per visit (CPV) — ñòîèìîñòü çà ïðèâëå÷åííîãî ïîêóïàòåëÿ
Cost price –
ñåáåñòîèìîñòü
Costs – çàòðàòû,
èçäåðæêè
Counter – ìåñòî,
ãäå çàêàçûâàþòñÿ ÷àñòíûå îáúÿâëåíèÿ
Coupon – êóïîí
Cover – ïåðåïëåò,
îáëîæêà
Coverage – îõâàò,
çîíà äåéñòâèÿ
Crop – ðåäàêòèðîâàíèå
èëëþñòðàöèîííûõ è ãðàôè÷åñêèõ ìàòåðèàëîâ, ïðèâåäåíèå èõ ê òðåáóåìîìó ôîðìàòó
CTR (click/through ratio) – îòíîøåíèå ÷èñëà êëèêîâ íà áàííåð ê ÷èñëó åãî ïîêàçîâ
Current account –
òåêóùèé ñ÷åò
Customer –
çàêàç÷èê
Cut – óäàëåíèå
Cut-in – âñòàâêà
Cut-off-rule –
ëèíèÿ îòðåçà
Daily –
åæåäíåâíàÿ ãàçåòà
Damages – óáûòêè,
ïîâðåæäåíèÿ
Data – äàííûå
Dead head –
áåñïëàòíàÿ âñòàâêà â îáúÿâëåíèå, íàïðèìåð, çàãîëîâêà ðóáðèêè
Dead line –
êðàéíèé ñðîê, âðåìÿ, ïîñëå êîòîðîãî îêàí÷èâàåòñÿ ïðèåì ðåêëàìû â îïðåäåëåííûé
íîìåð èçäàíèÿ
Deceptive advertising – äåçèíôîðìèðóþùàÿ ïîêóïàòåëÿ ðåêëàìà
Delete – óäàëèòü
Delivery –
äîñòàâêà êîððåñïîíäåíöèè
Department –
îòäåë, ïîäðàçäåëåíèå
Depth of column –
âûñîòà êîëîíêè
Description –
õàðàêòåðèñòèêà, îïèñàíèå
Differential –
ðàçíèöà òèðàæà; ðàçíèöà â ðàñöåíêàõ äëÿ ìåñòíûõ è íàöèîíàëüíûõ ðåêëàìîäàòåëåé
Discount – ñêèäêà
Display –
ìîäóëüíîå îáúÿâëåíèå
Double truck –
îáúÿâëåíèå, ðàçìåùåííîå íà ðàçâîðîòå, áåç ïîëåé ìåæäó ïîëîñàìè
Ears – ìåñòî äëÿ
ðàçìåùåíèÿ ðåêëàìíûõ îáúÿâëåíèé â ãàçåòàõ ñïðàâà è ñëåâà îò íàçâàíèÿ íà ïåðâîé
ïîëîñå
Edition –
èçäàíèå, ÷àñòü òèðàæà ñ îòëè÷àþùèìñÿ ñîäåðæàíèåì
Editorial –
ðåäàêöèîííûé ìàòåðèàë (íîâîñòü, ðåïîðòàæ è ò.ä.)
E-mail based advertising — ðåêëàìà íà îñíîâå ðàññûëêè ýëåêòðîííûõ ñîîáùåíèé
Environment –
ñðåäà (îêðóæàþùàÿ)
Estimate –
ïðåäâàðèòåëüíàÿ ñìåòà, êàëüêóëÿöèÿ, îöåíêà
Exchange systems —
ñèñòåìû îáìåíà ïîêàçàìè
Expenditure –
çàòðàòû, ðàñõîäû
Expenses –
çàòðàòû, èçäåðæêè, ðàñõîäû
Exposure –
âûñòàâëåíèå, âûñòàâêà, ïîêàç
Feature –
õàðàêòåðèñòèêà, ÷åðòà
Fee – ïëàòà
Feedbac k –
îáðàòíàÿ ñâÿçü
Filler –
ìàòåðèàë, êîòîðûé ìîæíî ïîñòàâèòü íà ñâîáîäíîå ìåñòî ïîëîñû
Flat fee advertising — ôèêñèðîâàííàÿ ñòîèìîñòü çà îïðåäåëåííûé ïðîìåæóòîê âðåìåíè
Flop – èçìåíåíèå
ãðàôè÷åñêîãî èëè ôîòî ìàòåðèàëà ïðè ãðàâèðîâàíèè
Folio line –
ëèíèÿ â âåðõíåé èëè íèæíåé ÷àñòè ïîëîñû, îòäåëÿþùàÿ íàçâàíèå, íîìåð ñòðàíèöû è
äàòó âûõîäà îò ñîäåðæèìîãî ïîëîñû
Format – ôîðìàò
Frequency –
÷àñòîòà; êîëè÷åñòâî ðåêëàìíûõ îáðàùåíèé ê àóäèòîðèè çà îïðåäåëåííûé ïåðèîä
âðåìåíè; ïåðèîäè÷íîñòü
Fulfilled order –
âûïîëíåííûé çàêàç
Gatefold, gate fold – îòïå÷àòàííàÿ ïîëîñà øèðå îáû÷íîé ñòðàíèöû, êîòîðàÿ ñêëàäûâàåòñÿ,
çàêðûâàÿ ñàìà ñåáÿ.
GIF – îäèí èç
íàèáîëåå ðàñïðîñòðàíåííûõ ãðàôè÷åñêèõ ôîðìàòîâ, ïîçâîëÿþùèé ñîçäàâàòü ñëîæíóþ è
êîìïàêòíóþ àíèìàöèþ â èíòåðíåòå
Gift – ïðåìèÿ
Gimmick –
ðåêëàìíûé ïðèåì äëÿ ïðèâëå÷åíèÿ ïîêóïàòåëÿ
Goal – öåëü
Gross billing –
ñòîèìîñòü ïóáëèêàöèè ðåêëàìíûõ îáúÿâëåíèé ïî ïîëíîìó òàðèôó, áåç ïðåäîñòàâëåíèÿ
ñêèäêè
Gutter –
âíóòðåííèå ïîëÿ ïðîòèâîëåæàùèõ ñòðàíèö, ïðîìåæóòîê ìåæäó êîëîíêàìè
Headline –
çàãîëîâîê
Hit – çàãðóçêà
èíòåðíåò-ñòðàíèöû
Hold for order –
ðåêëàìíûé ìàòåðèàë, êîòîðûé íóæíî ñîõðàíèòü äëÿ äàëüíåéøåãî èñïîëüçîâàíèÿ
Home page –
íà÷àëüíàÿ ñòðàíèöà ñàéòà
Host – ìåñòîíàõîæäåíèå
ïîëüçîâàòåëÿ
Impact –
âîçäåéñòâèå (íà ÷èòàòåëÿ)
Impression —
ïîêàç ðåêëàìû, îòìå÷åííûé ïðîãðàììîé ñàéòà
Incentive discount
– ïîîùðèòåëüíàÿ ñêèäêà
Income – äîõîä
Incremental discount – ñêèäêà, êîòîðóþ ïðåäîñòàâëÿåò èçäàíèå ðåêëàìîäàòåëþ, åñëè îí
îïóáëèêîâàë â òåêóùåì ãîäó áîëüøèé îáúåì ðåêëàìû, ÷åì â ïðîøëîì
Index word –
óêàçàòåëüíîå ñëîâî
Inquiry – çàïðîñ,
îïðîñ, èññëåäîâàíèå
Insertion order –
çàêàç íà ïóáëèêàöèþ
Inset – âêëåéêà,
âêëàäêà, âêëàäûø
Institutional advertising – ðåêëàìà îáùåñòâåííûõ (íåêîììåð÷åñêèõ) îðãàíèçàöèé
Interaction –
âçàèìîäåéñòâèå
Introduction –
ïðåäñòàâëåíèå, âûâîä íà ðûíîê
Invoice – ñ÷åò
Involvement –
ó÷àñòèå, âîâëå÷åíèå
Issue – âûïóñê,
èçäàíèå, íîìåð
JPG — îäèí èç
íàèáîëåå ðàñïðîñòðàíåííûõ â èíòåðíåòå ãðàôè÷åñêèõ ôîðìàòîâ, ïîçâîëÿþùèé
êà÷åñòâåííî âîñïðîèçâîäèòü ôîòîèçîáðàæåíèÿ, èñïîëüçîâàòü áîëüøîå êîëè÷åñòâî
öâåòîâ
Justify –
âûðàâíèâàíèå êîëîíîê ïî øèðèíå èëè ãëóáèíå, ïîäòâåðæäàòü
Kill – îòìåíèòü
Layout –
îðèãèíàë-ìàêåò, ñõåìà
Linage – îáùåå
÷èñëî ðàñ÷åòíûõ ñòðîê, çàíèìàåìûõ ðåêëàìîé
Line – ëèíèÿ,
ñòðîêà
Local advertising
– ìåñòíàÿ ðåêëàìà
Log files — ëîãè,
ñòàòèñòèêà ïîñåùåíèé ñàéòà
Logo – ôèðìåííûé
çíàê, ëîãîòèï
Losses – óáûòêè
Machine setting –
ìàøèííûé íàáîð
Make good –
ïóáëèêàöèÿ ðåêëàìû áåç îïëàòû ðåêëàìîäàòåëåì â ñëó÷àå îøèáîê â îðèãèíàë-ìàêåòå
Make-over –
èçìåíåíèå ôîðìû
Make-up –
âåðñòêà, ïîäãîíêà òåêñòà èëè èëëþñòðàöèè ê îðèãèíàë-ìàêåòó
Mandatory copy –
îáÿçàòåëüíûé òåêñò; ïðåäïèñàííûé çàêîíîì òåêñò íà óïàêîâêå îïðåäåëåííûõ
òîâàðîâ, íàïðèìåð àëêîãîëÿ è òàáàêà, à òàêæå â èõ ðåêëàìíûõ îáúÿâëåíèÿõ
Margin – ïîëå íà
ïîëîñå ïå÷àòíîãî èçäàíèÿ
Markdown –
âåëè÷èíà ñêèäêè ñ ïåðâîíà÷àëüíîé öåíû
Markup, mark up –
íàöåíêà; ðàçíèöà ìåæäó ñåáåñòîèìîñòüþ è ïðîäàæíîé öåíîé
Mass media –
ñðåäñòâà ìàññîâîé èíôîðìàöèè
Mass media plan –
ïëàí ðåêëàìû ÷åðåç ñðåäñòâà ìàññîâîé èíôîðìàöèè
Master – îðèãèíàë
ðåêëàìíîãî òåêñòà èëè èëëþñòðàöèè
Masthead –
îïèñàíèå ïå÷àòíîãî èçäàíèÿ, âêëþ÷àþùåå â ñåáÿ íàçâàíèå, èìÿ âëàäåëüöà,
èçäàòåëÿ, àäðåñ, òåëåôîí, ñâåäåíèÿ î òèðàæå, ïîäïèñêå è ò.ä.
Matter – íàáîð,
íàáðàííûé òåêñò
Means of advertising – ñðåäñòâà ðåêëàìû
Measure – ìåðà,
êðèòåðèé, çàìåð, ïîêàçàòåëü
Measurement –
èçìåðåíèå, çàìåð
Media representatives – ðåêëàìíûå àãåíòñòâà, ñïåöèàëèçèðóþùèåñÿ íà ñáîðå ðåêëàìû äëÿ
ñðåäñòâ ìàññîâîé èíôîðìàöèè
Media usage –
èñïîëüçîâàíèå ñðåäñòâ ìàññîâîé èíôîðìàöèè
Media vehicles –
íîñèòåëè ðåêëàìû, ñðåäñòâî ðàñïðîñòðàíåíèÿ ðåêëàìû
Merchandise –
òîâàð
Message –
îáðàùåíèå, ïîñëàíèå, ñîáùåíèå
Monthly –
åæåìåñÿ÷íîå ïåðèîäè÷åñêîå èçäàíèå
National advertising – îáùåíàöèîíàëüíàÿ ðåêëàìà
Net profit –
÷èñòàÿ ïðèáûëü
Net rate –
òàðèôíàÿ ñòàâêà çà âû÷åòîì àãåíòñêîé êîìèññèè
Network – ñåòü
Offer –
ïðåäëîæåíèå
Open rate –
ñòàâêà, çàâèñÿùàÿ îò êîëè÷åñòâà çàêóïàåìîãî ðåêëàìíîãî âðåìåíè èëè ìåñòà
Order – çàêàç
Order taking –
ðåãèñòðàöèÿ çàêàçà
Ordering chart –
ñõåìà äâèæåíèÿ çàêàçîâ
Outlet – òîðãîâàÿ
òî÷êà
Padding –
ïóáëèêàöèÿ íåîïëà÷åííîé ðåêëàìû
Page – ïîëîñà,
ñòðàíèöà
Paid space –
îïëà÷åííîå ìåñòî, ïëàòíîå ìåñòî
Pîint – òî÷êà,
åäèíèöà èçìåðåíèÿ ãëóáèíû ïå÷àòè
Partial run –
ðåêëàìà â ÷àñòè òèðàæà, â îïðåäåëåííîì ðàéîíå
Passalong (pass along) reader – «ïîáî÷íûé» (âòîðè÷íûé) ÷èòàòåëü, ëèöî, ÷èòàþùåå ïå÷àòíîå èçäàíèå,
íå ïðèîáðåòåííîå èì ñàìèì èëè äðóãèì ÷ëåíîì îïðåäåëåííîãî äîìîâëàäåíèÿ
Paste-in –
âêëåéêà
Paste-up – ìîíòàæ
(îáúÿâëåíèÿ, áëîêà)
Pattern –
îáðàçåö, ñõåìà
Pay – ïëàòèòü,
ïëàòà
Payment – îïëàòà
Penalty – øòðàô
Penetration –
ïðîíèêíîâåíèå, ñòåïåíü âîçäåéñòâèÿ ðåêëàìíîãî ñîîáùåíèÿ íà ïîòåíöèàëüíîãî
ïîòðåáèòåëÿ
Per capita – íà
äóøó íàñåëåíèÿ
Perception –
âîñïðèÿòèå
Persuasive advertising – óâåùåâàòåëüíàÿ ðåêëàìà
Photoprint –
ôîòîïå÷àòü
Picture-caption layout – ìàêåò ñ èñïîëüçîâàíèåì ïîäðèñóíî÷íûõ íàäïèñåé
Place an order –
ðàçìåñòèòü çàêàç
Plate – ïå÷àòíàÿ
ôîðìà, ïëàñòèíà, êëèøå
Plugger –
äâóõ-òðåõ ñòðî÷íûé áëîê-çàïîëíåíèå ïóñòîãî ïðîñòðàíñòâà, èñïîëüçóåìûé â
ðóáðè÷íûõ ïîëîñàõ
Pre payment –
àâàíñîâûé ïëàòåæ
Premium – ïðåìèÿ
Preprint, pre-print – çàðàíåå îòïå÷àòàííûå, ìíîãîöâåòíûå âêëàäêè-îáúÿâëåíèÿ, ðàñïðîñòðàíÿåìûå
âìåñòå ñ èçäàíèåì
Prescribed position – ïðåäïèñàííîå ðåêëàìîäàòåëåì ìåñòî äëÿ îïóáëèêîâàíèÿ ñâîåãî
ðåêëàìíîãî îáúÿâëåíèÿ
Pressrun, press run – îáùåå êîëè÷åñòâî ýêçåìïëÿðîâ ïå÷àòíîãî èçäàíèÿ, èçãîòîâëåííûõ ïî
îäíîìó çàêàçó
Price – öåíà
Primary reader –
ïåðâè÷íûé ÷èòàòåëü, ÷èòàòåëü, âõîäÿùèé â îñíîâíóþ ÷èòàòåëüñêóþ àóäèòîðèþ
èçäàíèÿ
Private party ad
– ÷àñòíûå îáúÿâëåíèÿ
Process color –
ïðîáíûé öâåò
Profit – ïðèáûëü
Project – ïðîåêò
Promotional advertising – ðåêëàìà â öåëÿõ ñòèìóëèðîâàíèÿ ñáûòà
Proof –
êîððåêòóðà, ïðîáíûé îòòèñê, ãðàíêà, êëèøå
Prospect –
ïîòåíöèàëüíûé êëèåíò
Publisher –
èçäàòåëü
Purchase –
ïîêóïêà, ïðèîáðåòåíèå
Quantity discount
– ñêèäêà çà êîëè÷åñòâî
Quarterly –
åæåêâàðòàëüíîå èçäàíèå
Questionnaire, questionary – âîïðîñíèê, àíêåòà, èñïîëüçóåìûå ïðè ïðîâåäåíèè îïðîñîâ,
îáñëåäîâàíèé, èíòåðâüþ è äðóãèõ âèäîâ èññëåäîâàíèé
Ranking –
ðàíæèðîâàíèå, êëàññèôèêàöèÿ
Rate – òàðèô
Rate card –
ñèñòåìà ðàñöåíîê, âêëþ÷àþùàÿ öåíû, ñðîêè, ñêèäêè è øòðàôû.
Reach – îõâàò
Readership – àóäèòîðèÿ,
ôàêòè÷åñêîå ÷èñëî ÷èòàòåëåé ïå÷àòíîãî èçäàíèÿ
Reading time –
âðåìÿ, êîòîðîå ÷èòàòåëè èçäàíèÿ â ñðåäíåì çàòðà÷èâàþò íà åãî ÷òåíèå
Rebate – èòîãîâàÿ
ñêèäêà, óìåíüøåíèå öåíû â ñëåäñòâèå íåâûïîëíåíèÿ îáÿçàòåëüñòâ äîãîâîðà
Recall interview
– ïîâòîðíîå èíòåðâüþ
Recipient –
ðåêëàìîïîëó÷àòåëü, àäðåñàò ðåêëàìíîãî ñîîáùåíèÿ
Recognition test
– ïðîâåðêà ýôôåêòèâíîñòè ðåêëàìû
Reduction –
ñêèäêà
Referrer –
óêàçàòåëü ìåñòà, îòêóäà ïðèøåë ïîëüçîâàòåëü íà ñàéò
Register mark –
ðàçìåòêà äëÿ âåðñòêè íà ôîòî è ãðàôè÷åñêèõ ìàòåðèàëàõ
Reliability –
äîñòîâåðíîñòü
Remuneration –
îïëàòà, âîçíàãðàæäåíèå, êîìïåíñàöèÿ
Reorder –
ïîâòîðíûé çàêàç
Replate – ñìåííûå
ïîëîñû
Representative –
ïðåäñòàâèòåëü
Research –
èññëåäîâàíèå
Retail advertising
– ðåêëàìà ðîçíè÷íûõ ïðîäàâöîâ
Revenue – äîõîä
Rich media banners
– áàííåðû ñî ñëîæíûìè ýôôåêòàìè
Right – ïðàâî
Rough layout –
÷åðíîâîé ìàêåò
Run – òèðàæ,
ïóáëèêàöèÿ
Run-of-paper (ROP)
– óêàçàíèå íà òî, ÷òî ðåêëàìíîå îáúÿâëåíèå ìîæåò áûòü ðàçìåùåíî íà ïîëîñàõ
èçäàíèÿ ïî óñìîòðåíèþ èçäàòåëÿ
Sales promotion –
ñòèìóëèðîâàíèå ñáûòà
Sample – îáðàçåö
Scale of discounts
– øêàëà ñêèäîê
Schedule –
ãðàôèê, ðàñïèñàíèå
Screen – ðàñòð
Seasonal discount
– ñåçîííàÿ ñêèäêà
Section – ñåêöèÿ,
ðàçäåë
Selective advertising – èçáèðàòåëüíàÿ ðåêëàìà
Self advertising
– ñàìîðåêëàìà
Session — âðåìÿ
ïðîâåäåííîå ïîëüçîâàòåëåì íà ñàéòå
Show through –
ïðîïå÷àòûâàíèå òåêñòà íà îáðàòíîé ñòîðîíå ëèñòà
Sign – ðåêëàìíûé
ñèìâîë èëè çíàê
Site – ñàéò,
èíôîðìàöèÿ, îðãàíèçîâàííàÿ ñ ïîìîùüþ èíòåðíåò-òåõíîëîãèé
Size – ðàçìåð,
ôîðìàò
Skill(s) –
óìåíèå, íàâûê, ìàñòåðñòâî
Skip daters –
íåóïîðÿäî÷åííûé ñïèñîê ðåêëàìíûõ îáúÿâëåíèé
Slogan – ñëîãàí,
äåâèç
Solicit – ïðîñèòü
(ðåêëàìó)
Source – èñòî÷íèê
Space – ìåñòî,
ïëîùàäü, ïðîñòðàíñòâî
Special edition –
ñïåöâûïóñê
Spending –
çàòðàòû, ðàñõîä, ðàñõîäîâàíèå
Split run, split-run – ïóáëèêàöèÿ â ÷àñòè òèðàæà
Spread – ðàçâîðîò
Staff – øòàò,
ïåðñîíàë
Standard –
ñòàíäàðò, ýòàëîí, îáðàçåö
Statement –
çàÿâëåíèå, ñîîáùåíèå
Stet –
ïóáëèêîâàòü áåç óêàçàííûõ ïðàâîê
Store – ìàãàçèí,
ñêëàä
Study –
èññëåäîâàíèå
Subscription –
ïîäïèñêà
Supplement –
ïðèëîæåíèå (ê èçäàíèþ)
Supplies –
âñïîìîãàòåëüíûå ìàòåðèàëû (ïèñ÷àÿ áóìàãà è ò.ä.)
Survey –
îáñëåäîâàíèå, îáçîð, îïðîñ
Tabloid –
ìàëîôîðìàòíàÿ ãàçåòà; «æåëòàÿ», áóëüâàðíàÿ ãàçåòà
Target market –
öåëåâîé ðûíîê
Targeting –
íàöåëèâàíèå, ïîêàç ðåêëàìû îïðåäåëåííîìó êðóãó ïîëüçîâàòåëåé
Tariff – òàðèô
Tearsheet, tear sheet – âûðåçêà, ñòðàíèöà ñ ðåêëàìíûì îáúÿâëåíèåì, âûðåçàííàÿ èç èçäàíèÿ è
îòïðàâëåííàÿ ðåêëàìîäàòåëþ
Test – òåñò,
ïðîáà, èñïûòàíèå
Testimonial –
ñâèäåòåëüñòâî â ïîëüçó òîâàðà (óñëóãè, ôèðìû è ò.ï.)
Text-block –
òåêñòîâîé áëîê
Trade advertising
– òîðãîâàÿ ðåêëàìà
Traffic –
äâèæåíèå, õîä âûïîëíåíèÿ çàêàçîâ, ïîñåùåíèå ñàéòà
Transient –
ðåêëàìîäàòåëü, äàâøèé åäèíè÷íûé çàêàç
Trim size, trimmed size – ïîëíûé ðàçìåð, ôîðìàò ïå÷àòíîãî èçäàíèÿ
Turnover –
îáîðà÷èâàåìîñòü, òîâàðîîáîðîò, îáîðîò
Type page, type area – ïîëîñà íàáîðà; ïëîùàäü ñòðàíèöû áåç ïîëåé; ïðîñòðàíñòâî, íà êîòîðîì
ìîæíî ðàçìåùàòü òåêñò
Unique user –
óíèêàëüíûé ïîëüçîâàòåëü
Validation –
îáîñíîâàíèå, ïîäòâåðæäåíèå ïðàâèëüíîñòè
Value – öåííîñòü,
ñòîèìîñòü, öåíà
Variation –
ðàçíîîáðàçèå, âàðèàöèÿ
VAT – ÍÄÑ
Vehicle –
ñðåäñòâî, îðóäèå (ðàñïðîñòðàíåíèÿ), íîñèòåëü
Verification –
êîíòðîëü, ïðîâåðêà
Vie – ñîïåðíè÷àòü
Visitor –
ïîñåòèòåëü
Volume – îáúåì
(ðåêëàìû)
Voluntary –
íåçàôèêñèðîâàííàÿ â äîãîâîðå öåíà
Voucher copy –
áåñïëàòíûé ýêçåìïëÿð èçäàíèÿ, âûñûëàåìûé ðåêëàìîäàòåëþ, êàê ïîäòâåðæäåíèå
ïóáëèêàöèè åãî îáúÿâëåíèÿ
Wait order – ñì.
hold for order
Want ad –
ðóáðè÷íîå îáúÿâëåíèå
Web-page –
âåá-ñòðàíèöà
Web-site –
âåá-ñàéò, ñàéò
Weekly –
åæåíåäåëüíîå èçäàíèå
Zoned åditions –
èçäàíèÿ, âûïóñêè, ðàñïðîñòðàíÿåìûå ïî îòäåëüíûì òåððèòîðèÿì
Äðóãîå ïî òåìåÁèçíåñ â ãîëîâå, Èñïàíèÿ – â ñåðäöå
È âñå-òàêè ïî÷åìó Èñïàíèÿ?
Òðóäíî ñêàçàòü. Ìîæåò áûòü, ãåíû: ó ìåíÿ áàáóøêà –
èòàëüÿíêà.  Ãåðìàíèè ìíå êàê-òî íå ïî ñåáå. Õî÷åòñÿ ïðîñòîðà. Õî÷åòñÿ òåïëîãî
ìîðÿ. ß îáúåçäèë âñå Ñðåäèçåìíîìîðüå: Òóðöèÿ, Ãðåöèÿ, Êèïð, Èòàëèÿ. È ...
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