a
- A/B Testing
- Abandonment Rate
- Ad
- Ad Compression
- Ad Concept Testing
- Ad Hoc Market Research
- Ad Hoc Marketing Research
- Ad Performance
- Ad Prototype
- Ad Recall
- Ad Recognition
- Ad Scheduling
- Ad Testing
- Ad Tracking
- Ad Views (Impressions)
- Addressable Media
- Advertiser
- Advertising Awareness
- Advertising Campaign
- Advertising Claim
- Advertising Clutter (Ad Clutter)
- Advertising Concept (Ad Concept)
- Advertising Copy (Ad Copy)
- Advertising Creative
- Advertising Effectiveness
- Advertising Exposure
- Advertising Genre
- Advertising Media
- Advertising Objective
- Advertising Plan
- Advertising Reach
- Advertising Response Model
- Advertising ROI
- Advertising Strategy
- Advertising Testing
- Advertising Theme
- Advertising Tracking Research
- Advertising Wear-Out
- Advertorial
- Advocacy Advertising
- Affect Heuristic
- Affective AI
- Affective Response (Affective)
- AIDA Model
- Aided (ad or brand recall, awareness)
- Alertness
- Animatic
- Animation
- Anthropomorphic (creative genre)
- Anthropomorphization (Anthropomorphize)
- AOI / Area of Interest (AOI/Area of Analysis)
- Arousal
- Artificial Intelligence (AI)
- Artwork
- Asset (Brand Asset) (Product Asset) (Creative Asset)
- Attention
- Attitude
- Attitude Research
- Attitude, Awareness & Usage (AA&U) Study
- Attribute
- Attribution
- Audience
- Audio Advertising
- Audio Arrangement
- Audio Mix
- Augmented Reality (AR)
- Awareness
b
- Background
- Banner Ad
- Behavior
- Behavioral Coding
- Behavioral Targeting
- Benchmark(s)
- Bias (general)
- Bias, Acquiescence
- Bias, Anchoring
- Bias, Authority
- Bias, Cognitive
- Bias, Confirmation
- Bias, Context Effect
- Bias, Contrast Effect
- Bias, In-Group
- Bias, Interviewer
- Bias, Measurement Instrument
- Bias, Nonresponse
- Bias, Observation
- Bias, Order
- Bias, Response
- Bias, Sample Selection
- Bias, Sampling
- Bias, Selection
- Bias, Social Desirability
- Bias, Survey
- Bias, Systematic
- Big Data
- Big Idea
- Billboard Advertising
- Biometric Sensor
- Biometrics
- Bleed ad (Bleed)
- Blind Test (Blinded Experiment)
- Blink Rate Analysis
- Board-o-matic
- Body Copy
- Bookends
- Brand
- Brand Association
- Brand Attribute
- Brand Awareness
- Brand Character (ad lingo)
- Brand Equity
- Brand Essence
- Brand Fit
- Brand Identity
- Brand Image
- Brand Impact (Brand Lift)
- Brand Lift (Brand Impact)
- Brand Loyalty
- Brand Messaging
- Brand Name
- Brand Personality
- Brand Positioning Studies
- Brand Proposition
- Brand Recall
- Brand Recognition
- Brand Safety
- Brand to Hand
- Branding
- Branding Strategy
- Breakthrough
- Brief
- Broadsheet
- Bus Card
- Bus Wrap
- Buying Behavior
- Buying Influence
- Buying Motives
c
- Call to Action
- Campaign Integration
- Campaignable Idea
- CAPI (Computer-Assisted Personal Interview)
- Caption
- CASI (Computer-Assisted Self-Administered Interview)
- Category Usage
- CATI (Computer-Assisted Telephone Interview)
- CAWI (Computer-Assisted Web Interview)
- Celebrity Endorsement
- Celebrity Endorsement (creative genre)
- Cell
- Central Location Test (CLT)
- Central Location Test (CLT), Pre-Recruited
- Channel of Distribution
- Character (creative genre)
- Choice Heuristic
- Choice Modeling
- Churn
- Circulation
- Claim Substantiation
- Classified ad
- Click Through
- Click-Through-Rate (Click Rate)
- Close-Up (CU)
- Cluster Sampling
Please e-mail Jay Mattlin jmattlin@thearf.org with any comments about the glossary terms.