Gutter : The margins inside two pages that face each other in a print publication.

Guaranteed Circulation : A media rate that guarantees a publication will achieve a certain circulation.

Gross Rating Points : The measurement of the advertising weight delivered by a vehicle or vehicles in a specific time frame, which is the same as the measurement of an advertisement’s reach times the average frequency.

Gross Impressions : The total number of unduplicated households or persons who are represented by a given media schedule.

Gross Audience : The audiences of all vehicles or media in a campaign, combined together. The gross audience may be comprised of duplicate audiences as well.

Grid Card : A broadcast media’s rate card that lists rates on a grid, aligning the specific time periods or ‘dayparts’ for an advertisement and the corresponding price.

Green Advertising: Advertisements that promote a product, service, or company’s ability to help or reduce environmental harm.

Glass Ceiling : A phrase used to describe an invisible barrier to promotion. It can also be seen as an all encompassing opportunity on the surface, when in reality the ‘Glass Ceiling’ is hit and growth or promotion stops.

Ghostwriter : A writer who composes articles or stories that another author (or figure) takes credit for writing.

Generic Brand : (Opposite of a name brand) A brand that is a substitute for a Brand Name, serving the same purpose and function as a Brand Name, but usually costs less due to not paying for the brand’s name.

Gatefold : A double or triple sized page that fold out into a larger advertisement, generally found in magazines and sometimes includes a sample of perfume or make-up.

Galvanometer Test: A method used in research that measures the physiological changes in a consumer when asked a question or shown a stimulus, such as an advertisement.

Full Service Agency : An agency that deals with all aspects of the advertising process, including planning, design, placement, and production, as well as public relations, sales promotions, and direct marketing, opposed to a boutique that focuses on one service.

Full Position : A position in which an advertisement is surrounded by writing/ reading material in a newspaper where readers are more likely to see and read the ad. This position is highly desirable because of its readability.

Fulfillment House : A coupon clearing house, or company that receives coupons and manages their accounting, verification, and redemption.

Frequency : This can refer to one of two things: the number of times an individual or household is exposed to a media vehicle or group of vehicles within a given period of time. Secondly, this can refer to the position of a TV or radio station’s broadcast signal in the electromagnetic spectrum.

Free-Standing Insert (FSI) : An advertisement or group of advertisements that are added or inserted and not bound in a publication. Can also refer to ‘blow in’ cards, though an FSI can be much larger and contain more than one ad.

Freelancer : A person or professional who is not an employee of a company but does work for them on their own time and usually in their own location. A freelancer may have many clients who use their services. They are not bound to working for one company.

Franchised Position : An advertisement position in a period publication, such as the back cover, which is given to an advertiser for a permanent or long period of time.

Four P’s of Marketing : Product, Placement, Price, Promotion. This is also referred to as the Marketing Mix.

Focus Group : A research method used to establish consumer perception in groups. There is a mediator who keeps the conversation moving and who also helps to record the responses of the interviewees who were shown an advertisement, new product idea, or were simply asked to develop on the idea of a new car. This is a great qualitative method of research that can provide in-depth answers and opinions.

Flat Rate : A media rate that does not allow discounts.

Flighting : A media schedule that allows and involve for more advertising at times and less advertising other times.

Fixed-Sum-Per-Unit Method : A method used to determine an advertising budget that is based directly on the number of units sold.