Click on the appropriate letter below


PI (Per Inquiry)  – Medium agrees to accept payment for the advertising carried based on the number of inquiries and/or sales received.

PIB (Publisher’s Information Bureau) – A resource for determining advertising activity, by product and category, of advertisers in the major consumer magazines.

POP (Point of Purchase) – Ad or display materials set up at the retail level which encourages impulse buying.  Includes window displays, counter displays, floor and all displays, streamers, and posters.

PPM (Personal People Meter)  – Arbitron, Inc.’s multi-media measurement service, measuring broadcast television, cable and radio audiences.  A pager-sized device is carried by panel members that automatically detect inaudible codes that TV, radio broadcasters and cable networks embed in the audio portion of their programming.  The technology was first tested in the Philadelphia DMA in 2001.

PSA – A public service announcement (PSA) is an announcement serving the public interest and run by a web site at no charge when no other paying advertisements are available. For example, a health agency of the USgovernment may run an anti drug message.

PUT (People Using Television) – The percentage of all persons (or all person in a demographic category) in the survey area that are viewing television during a specific time period.

PVR (Personal Video Recorder sometimes called DVR-Digital) – A digital video recorder uses a hard drive instead of videotape to record television programs.  Because it is using software and a hard drive, the DRV offers many features VCRs lack, such as:

  • Longer recording times (35+ hours is common)
  • Automatic management of the recording process so you always have the latest episodes and can record over ones you have watched
  • Pause control over live programs so that you can leave the TV without missing anything
  • A single button that lets you speed through commercials (on some models).

Three popular brands of PVRs are TiVo, Replay TV, and Ultimate TV.

Pay-per-view– a service that allows the user to request specific programs for viewing, with a fee charged.

Package Plan – In broadcast, a combination or series of spots offered together to an advertiser at a reduced cost per announcement.

Page 2, 3, 4, 5 – The newspaper’s equivalent of “morning drive” a coveted position typically occupied by the largest display advertiser (department store, etc.)

Painted Bulletin – A 14 x 48′ outdoor board which is either hand-painted in the outdoor plant or wrapped in SuperFlex vinyl.

Participations – Commercial announcements aired within the context of a program in which several sponsors contribute.

Pass-along Readers – Readers of the publication other than the original purchaser or subscriber.

Passive people meter – A term applied to devices that are capable of counting and identifying individuals in viewing proximity to a TV set, without any action taken on the part of the individuals being identified.

Pay Per View – Television where viewers are charged to view a special event, movie, etc.

Pay TV – Cable TV’s tier over and above basic cable, which provides HBO, Disney Showtime, etc. and are available only to cable subscribers who are willing to pay the additional monthly charge.


  1. Percent of set-owning households that subscribe to Cable TV.
  2. The percent of set-owning households to total households in a given area.
  3. The degree to which a medium or vehicle has obtained area coverage.
  4. The effectiveness to advertising’s impact on the public.

Penetration Maximum – Percentage of a population reached by a single broadcast or medium.

Pennysaver – Free weekly, all-ad neighborhood papers.

Permanent Bulletin or Permanent Paint – Fixed and non-rotatable bulletin boards in outdoor.

Phantom cume – unreported listening.

Pickup Discount – Substantial discount offered to advertisers who run the same ad on consecutive days.

Piggyback – Same as back-to-back scheduling.  Two commercials from the same advertiser, one running immediately after the other.

Pitch-The presentation of an advertising message to a prospective or existing client.

Pixel – Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 468 pixel x 60 pixel sized baner.

Place-based Media – This term refers to a media outlet placed in an area where people congregate, pass through, or wait for something.  Examples are grocery store checkout lines, airports, malls, commuter routes and doctor’s offices.

Plant – All of the outdoor advertising structures in a city, town, or area operated by an outdoor company.

Platform – The type of computer or operating system (OS) on which a software application is designed to operate on. Two computer platforms include PC & Macintosh while two software platforms include Windows & Unix.

Plug– To promote, advocate, or popularize

Plug-in – A computer software program installed and used as part of a web browser. Once installed, plug-in applications are recognized by the browser and its function integrated into the main HTML file being presented.

Pod Position – In television a group of commercials grouped together and aired one after another.  In radio, its equivalent is called a stop-set.

Polybag – Free gift or product sample attached to a magazine in a plastic cover.

Pop Behind – A type of advertisement that is automatically displayed in a second smaller browser window behind the current window apon loading or unloading a normal web page. Pop behind advertisements tend to cost advertisers more since their visibility is higher but are considered less annoying than pop ups by web site visitors.

Pop Up – A type of advertisement that is automatically displayed in a second smaller browser window apon loading or unloading a normal web page. Pop ups advertisements tend to cost advertisers more since their visibility is higher but are often considered annoying by web site visitors since they are considered obtrusive.

Portal – A web site that offers so many resources that a visitor has little reason to go to another site for more information. The resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more. The idea behind it is to attract and retain a large audience and offer the various sections of the portal to advertisers. Yahoo is an example of a portal.

Positioning – The way in which a product is ranked in the consumer’s mind in relation to the competition or certain target markets.

Position in Break – Negotiable right to ensure a single advertisement is shown in a pre-determined order commercial break.

Post Buy Analysis – Evaluation of audience delivery based on new rating data and/or invoices as to where the spots actually ran.

Poster Panel – A 12′ x 24′ outdoor advertising board.  Usually sold in “showings” of #100 GPR Showing, #75, #50, #25, or spot boards.

Posting Instructions – Detailed information sent to the outdoor company by an advertiser or agency, which include as much marketing information as possible.

Posting Leeway – A grace period of five working days, after the scheduled posting date, allowing the outdoor company to complete the posting of a showing without penalty.

Pre-emption – The recapture by a station or network of the time previously committed to an advertiser so that it can be used for another program or advertiser.

Pre-emptible Rate – An advertiser’s rate, which may be canceled if another advertiser is willing to pay a higher rate.

Preferred Position – A choice position for a newspaper or a magazine ad for which a higher rate is charged.

Premium Position – A position in a publication, which delivers high ad readership for which a premium is usually paid.

Press Run – Total number of copies printed, which always exceeds paid circulation.

Primary Audience – The persons in households to which a periodical is sold or delivered. Also, the potential audience for a single audience message.

Primary Readership – The purchase-readers of a publication who are likely to show a greater interest in the publication than a pass-along reader.

Prime Time – In radio, Monday through Friday, 6 a.m. to 7 p.m. In television, Monday through Saturday, 8 to 11p.m. (EST) and Sunday, 7 to 11 p.m. (EST). In cable TV, Monday through Sunday, 6p.m. to midnight.

Process Color – Technique for adding color by varying degrees to a newspaper advertisement; often is paid for as a separate single, 2-color or 4-color production charge.

Product Placement– Paying a movie or TV show to prominently display a company’s product during the film or show.

Promo – Short for promotional announcement.  An announcement designed to promote or build an audience for a specific program, carried by a network or local station.

Proxy Server – A web server between a web site and a users browser that is used to cache frequently accessed data from a web site so that it may be accessed quicker. Commonly used by ISP’s with slow connections or heavy loads.

Psychographic – Above demographics (which are age, sex, income, education, occupation) a categorization of consumers on the basis of psychological dimensions. Could include activities, interests, opinions, values, attitudes, lifestyles, and personality traits.

Puffery – A legal exaggeration of praise lavished on a product that stops just short of deception.

Pull Strategy – Marketing, advertising and sales promotion activities aimed at inducing trial, purchase, and repurchase by consumers.

Pulsing – A continuous base of support augmented by intermittent bursts of heavy pressure.

Push Strategy – Marketing, advertising and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople (primarily via price allowances).