Financial PR : Public relations aimed at the financial press.

Federal Trade Commission (FTC) : A federal agency primarily responsible for the regulation of national advertising.

Federal Communications Commission (FCC) : A federal agency responsible for the regulation of broadcast and electronic communications.

Fees : The charges and costs that a consultancy or agency will bill to a client for the time spent and the work done for the client’s program.

Feature : A detailed article or story.

Family Brand : A brand name that is used for more than one product, for instance, a family of products.

Factory Pack : A premium that is attached to a product either in or on the packaging.

Facings : The number of billboards an advertisement uses.

Eye Tracking : A research method that tracks a consumer’s eye movement to determine which parts of an advertisement they are drawn to or look at.

Event Management : The application of management methods and practices used in project management to the creation, development, and implementation of events put on by a company or corporation.

Evaluation : The process of reviewing a project, event, or plan’s results and outcomes. This process allows for future planning, improvements, and recognition of what went well. Evaluation is the measuring of success for a project, event, or plan.

Exclusive : A news item, story, or feature article that only one broadcast media, newspaper, or magazine may carry or publish.

Exposure : The number of consumers who have heard or seen an advertisement via any media vehicle. This does not measure whether or not the consumer paid attention.

Executive Summary : A portion of a marketing plan that establishes what the plan will cover or propose, and what the plan hopes to accomplish. An executive summary can also be a listing of key research findings in order to present the findings easier to read.

Equal Time : A requirement of the Federal Communications Commission that states broadcasters must allow each political candidate equal broadcasting time.

Envelope Stuffer : An accompanying advertisement included in another piece of mail, such as a bill or subscription request.

End-User : The consumer who actually uses the product that was manufactured and sold, regardless of if they were the one who purchased the product.

Employee Relations : This is generally the representation of an organization’s management to inform or motivate employees through training, award programs, rewards, internal communications, or other events.

Embargo : An embargo is put into place when a story is sent to broadcast media, publications, or radio before the story is set to be released. An embargo is an agreement of sorts that allows the press vehicle to get the story in advance but not publish it until a specified time.

Electric Spectacular : An outdoor sign or billboard that is composed largely of lighting or electrical components.

Eighty-Twenty Rule: The rule of thumb used in advertising and marketing that states that for the typical product category 80% of the goods sold are consumed by the 20% of the consumers.

Editorial Calender: The listing of specific times when a publication will focus on a specific or special section or news reporting.

Editorial : A statement of opinion from a publisher or editor covering your business, firm, or self. This is considered media coverage generated by a news staff.

Editor : The person who rewrites, reviews, listens, and cuts/crops stories for reporters and writers.

Editing : The process of rewriting, reviewing, listening, and cutting/cropping print publications, video, or audio in order to perfect the presentation of the story or message.