Click on the appropriate letter below


RF- ( radio frequency)- an electromagnetic signal that’s above the audio but below the infared frequencies

RFP – A request for proposal (RFP) is a term that may be used by an advertiser that is requesting some type of advertising arrangement with a web site.

RFQ – A request for quotation (RFQ) is a term that may be used by an advertiser that is requesting a price for placing advertisements on a publishers web site.

ROC – Run of category (ROC) means a banner will appear anywhere within a category on a web site or ad network. More targeted than a run of site (ROS) campaign where the banner would appear randomly on any page of the site.

ROI – Return on investment (ROI) is the process used to determine whether the monetary benefits from an expenditure, such as a advertising campaign, are above or below the amount of money spent on the campaign. Depending on the objective of an advertising campaign, the ROI may be hard to determine with certainty.

RON – Run of network (RON) means a banner will appear on any page of any site that is part of an ad network. Since this type of buy is not targeted, it tends to be the least expensive type of advertisement that can be purchased.

ROP (Run of Paper) – General newspaper editorial that is not in the classified section.

ROS (Run of Station) – Commercial announcements that can be scheduled at the station’s discretion anytime during the period specified by the advertiser. For example, ROS 20 spots 6 AM-Midnight, Monday through Friday. Also refers to run of site when placing online media.

Rank – A web site or advertisement’s standing in comparison to other web sites or advertisements. Rank provides advertisers with information on performance comparisons.

Rate card – A printed listing of advertising costs.

Rate Protection – The length of time an advertiser is guaranteed a certain rate without an increase, even when publisher/station has a new rate card.

Rating – The audience of a particular TV or radio program or station at a particular time expressed as a percent of the audience population. The percent sign is not shown, and the rating may represent household viewing or a specific demographic audience segment’s listening or viewing. A “1” rating represents 1% of a given audience.

Reach – The number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time.   

Readers Per Copy – For every bought or circulated copy of a magazine there are often many readers; this number can be calculated by dividing the number of readers by the circulation number.

Real Audio – A computer software program from Real that enables web sites to serve audio files to visitors by streaming the file so that visitors do not have to wait for the entire file to download before it begins.

Real Time – A term used to describe immediate results. For example, an advertiser may need real time statistics on how their campaign is performing rather than statistics that are updated hourly or daily or weekly.

Recent Reading – A technique used by MRI (Mediamark Research Inc.) for determining magazine readership. Respondents to the survey are shown magazine logos and asked if they have recently read or looked into any of the publications. Readership is then identified by asking if any issue has been read or looked into within the last publication cycle (e.g., weekly publications within the past seven days, etc.).

Referring Page – The web page that a visitor was previously at before arriving to the current page as a result of clicking a hyperlink on the previous web page.

Regional – Often used to describe web page requests that originated from a similar geographical area. This is measured by analyzing a server’s log files for requests from ISPs and then aggregating those requests by region according to the ISPs geographical location.

Registration – A process by which visitors to a web site are either requested or required to register certain details about themselves in order for complete access to the site. Depending on the level of the data requested, it may enable web sites to target advertisements to their registered users more effectively and track unique visitors.

Remnant Space – Advertising space that remains unsold right before it is about to be used and thus often sold at a discount at the last minute.

Request – The attempt by ones browser to retrieve a page, including page elements such as a banner advertisement, from a server on the Internet.

Return Visits – The number of times the same visitor returns to a site over a set period of time.

Rich Media – A type of advertisement technology that often includes richer graphics, audio or video within the advertisement. Unlike static or animated GIF banner advertisements, rich media advertisements often enable users to interact with the banner without leaving the page on which it appears. Some popular types of rich media banners are created with HTML, Shockwave & Flash.

Roadside Signs– Also called outdoor advertising. Any of the large panels usually found along side roads and highways used as a huge advertising posters.

Rollout-Geographic expansion of a campaign from a single test market outward , as to regional or national market.

Rotation – A banner that is in rotation on a page or group of pages, will not be the only banner shown when any of the pages are reloaded. Sometimes an advertiser will request a banner not be shown in rotation in which case it would appear every time the page is loadedalso know as exclusivity.