OSSARY OF TERMS
Commonly used terms used in the Yellow Pages industry.

Alpha or Alphabetical Section or White Pages

Every business and residential telephone customer is entitled to a free listing in the alphabetical section (white pages).

Anchor Listing

A Yellow Pages reference line that directs the consumer to a display ad.

Audiotex

An audio vehicle that complements the printed directory. This advertiser-oriented service allows the caller to receive timely information on the advertiser's product or service.

Certified Marketing Representative (CMR)

Assists national and regional advertisers in placing their Yellow Pages advertising.

Bleed

When a printed image extends to the trim edge of a sheet or a page.

Bold Listing

A unit of advertising in a directory in which the company name is printed in bold, capital letters.

CLEC

Stands for "Competitive Local Exchange Carrier."

CD-ROM

Stands for "compact disk-read only memory." This is a computer disk drive that runs compact disks instead of magnetic floppy disks. (CDs have a greater storage capacity than floppy disks.) CD-ROMs are already being used to read electronic White and Yellow Pages listings.

Consumer Tips

Also referred to as "middle of the book" audiotex. See Audiotex.

Co-operative Advertising

Advertising jointly funded by the manufacturer and the retailer for their mutual benefit.

Coupon Advertising

Coupons bound into directories, offering discounts to consumers.

Creative Advertising

Media designed to appeal to potential customers and to create a desire to buy. Examples of creative advertising include: radio, television, magazines, newspapers, billboards and direct mail.

Directional Advertising

Advertising that directs buyers to sellers when they're ready to buy. Yellow Pages and newspaper classified ads are examples of directional advertising.

Descriptive Extra Line

Extra line of copy in a Yellow Pages listing, designed to supply additional information in a larger-size type.

Foreign Advertising

Yellow Pages advertising placed in directories other than the one in which the advertiser's business is physically located.

Four-Color Process

Printing with four colors of ink (in directories-red, blue, yellow and black) simulating the full color spectrum to graphic images in print. Four-color process requires color separations in order to produce the final product.

ILEC

Stands for "Incumbent Local Exchange Carrier."

In-Column Ad

Ads placed alphabetically within the column, regardless of size, under the appropriate classified heading.

Independent Publisher

A non-utility-related company that publishes Yellow Pages directories.

Keying an Advertisement

Identification within an advertisement or a coupon that permits responses to be tracked to specific advertisements.

Medium

A term that describes various vehicles such as magazines, newspapers, radio, Yellow Pages, television, etc., used as a means to convey an advertising message to the public.

On-Line Services for Yellow Pages

Electronic Yellow Pages and classified advertising offered on personal computers through joint ventures between Yellow Pages publishers and computer on-line services.

Reverse

Reverse resembles a negative of a picture. What was black becomes white or vice-versa. Reverse usually refers to type.

Screen

Used to stimulate various shades of color through use of dots, lines or textured patterns.

Spec

A prepared "speculative" or "suggested" rough sketch of a layout incorporating copy, illustrations and design, used to promote the advertiser's products and services.

Split Run Test

A split run is created by printing two or more versions of a test ad in the same publication. Directory "A" contains test ad one, Directory "B" contains test ad two. In an A/B split, each version would be represented in half of the run and then distributed evenly and randomly throughout the market.

Spot Color

When two or more colors are used in an ad but never touch each other.

Talking Ads

Also referred to as "back of the book" audiotex. See Audiotex.

Trademark

A legally registered symbol or mark that represents a particular national brand, product or service.

Type Style

Variations in the thickness, thinness, slant, etc., for a unit of type.

UDACs

Universal Directory Advertising Codes are abbreviations used to represent the various sizes of items available in a Yellow Pages Directory.

Utility Publisher

A company that publishes Yellow Pages directories for a telephone company.

Voice Information Service

Often referred to as "front of the book" audiotex. See Audiotex.

 
Source: Yellow Pages Facts & Media Guide 1998. YPPA.