abbrev. Research and Development.

A bitmap file created by mapping an image on a grid called a "raster." GIF and BMP files are raster images.

abbrev. Regional Distribution Center.

The percentage of the target audience exposed to an ad at least once during a defined period of time.

A quantitative comparison of advertisements contained in a publication evaluated on criteria such as "saw the ad," "read the ad" and "found the ad useful"-typically conducted by an independent research company.

Receives all product at the store. Accounts for all store charges, credits, shortages and merchandise transfers. Monitors vendor orders and warehouse deliveries. Controls damaged and unsaleable merchandise. Monitors price changes and point-of-sale information.

Supervises a group of stores in a geographic area. Typical functions include planning store programs to build sales and profits, developing management staff, overseeing sales and profit targets and improving operational performance.

The practice of using different marketing mixes to accommodate unique preferences and competitive conditions in different geographical areas.

The alignment of image components that is required to correctly produce a clear, precise image. For example, the four colors in 4-color process printing must combine properly on the page to produce the desired result.

The useful/meaningful subset of an entire group as it relates to a client's specific marketing objectives (e.g., demographic segments identified by age or household income).

The process of strategically changing the consumer perceptions surrounding a product or service

Electronic images that include all information and details. These are generally used only for final production.

Electronic images saved in a format that omits detail in order to reduce file size. "Low-res" images are typically used for initial layouts on desktop computers because they don't require as much computer memory as high resolution ("high-res") images. The low-res images are then replaced with "high-res" images before final production.

A merchant whose main business is selling directly to the ultimate consumer. An "independent" retailer is one who is not corporately affiliated or franchised with his distributor.

A fee paid to retain a professional's services, usually on a long-term basis.

All corrections, additions or deletions made to a project during the creative and production process.

The colors (red, green, blue) used to create images on a PC monitor or TV screen. The art director is challenged to translate these colors to print using cyan, magenta, yellow and black. These are two distinct color formats.

abbrev. Return on Investment.

The launch of a new product on a region by region basis as opposed to a national introduction; the rollout is intended to minimize the risk and to reduce the investment in production and marketing. See National Introduction; New Product Development.

A first draft of text (copy) for a project.

Placement or positioning of an ad within a publication-determined by the publication instead of the advertiser.