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Agent
A representative of talent, petitioning, on their behalf, for work within the filmmaking community. Agents, by law, have the right to both solicit employment and negotiate terms for the artists they represent. Not to be confused with Manager.
Holding Fees
In paid broadcast and cable television advertising, fees paid to retain principal performers in commercials. These are paid in 13-week cycles, regardless of whether the commercials are actually aired. There are no holding fees for radio.
Advertising
Delivery of a persuasive message about a product, service, or idea to a large group of people at a single time through the use of mass media.
Proof
A copy of an advertisement as it will appear once produced or printed.
Media Plan or Media Buy Plan
A part of the communications plan that details how various media will be employed. Identifies the specific schedule of paid placements that have been negotiated for an ad or collection of ads, including the times and programs during which television and radio ads will run, the locations and sizes of billboards that will be placed, the publications and placement within those publications in which print ads will run, etc.
Talent
Primarily refers to actors used in advertising. Can also refer to voice performers, musicians, etc.
Frequency
The average number of times an audience is exposed to a specific advertising message over a period of time, typically four weeks.
Bleed
Printing to the edge of the page, leaving no margin.
Kill Date
The expiration date of advertising materials. Kill dates notify media outlets that an advertisement should not be broadcast or placed after that date.
Arbitron
A broadcast rating service for television and radio that uses both a viewer diary method and an electronic recording and tabulating system to measure audience size and characteristics.
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