Earned Rate: A discounted media rate which is based on the volume of frequency of media placement.

E-PR – Online PR: Communication over the internet and the use of new technology to effectively communicate with company stakeholders.

Duplicated Audience : The audience that is comprised of those consumers who are reached by more than on form of media.

Duplication : When a consumer reads more than one form of the same media. For example, they watch Fox and CNN, or read The New York Times and The Oregonian.

Dummy: A copy or duplicate of an advertisement (or even a blank sheet of paper) to establish size, colors, or other aspects for an artist to use when creating an advertisement for a client.

Dub : A copy of a radio or television appearance on audiotape.

Drive Time: These are the two times of day when consumers are driving to and from work. These two times are dayparts in which advertisers can buy advertising time.

Door-Opener : A product, promotion, or advertising specialty that a sales person uses in order to influence consumers to listen to a sales pitch.

Double Page Spread (DPS) : Two pages of the same article or story that covers both pages of an open publication. This spread becomes more appealing and more of an eye-catcher to the readers. Also referred to as “Double Truck”.

Distributor : A company, firm, or person who distributes goods to a retailer from a manufacturer. A distributer may be referred to as a ‘wholesaler’ or a ‘jobber’ as well.

Dissolve : A transition technique in film or TV that fades one scene into the next.

Display Advertising : An advertisement other than a classified, such as a window sign.

Directory Advertising : Advertising that appears in a directory, telephone or other types, and assumes that this sort of advertising is intentionally sought out by customers.

Direct Response : A promotion that allows or requires a consumer to directly respond to an advertisement by mail, email, web, or telephone. This term can be interchangeable with Direct Marketing.

Direct Premium : A premium presented/provided to a consumer at the time of purchase.

Direct Marketing : This is the sending of promotional and advertisement pieces to specific consumers rather than to a large audience. This includes methods such as Direct Mail or Telemarketing.

Direct Mail : A marketing tool where advertising is sent directly to a prospective customer or household in the form of a sample, flyer, catalogue, etc.

Direct House: A company that specializes in advertising that manufactures and sells its own goods with its own sales team instead of selling to retailers or wholesalers.

Designated Market Area (DMA) : A term and tool used by A.C. Nielsen to specify which countries fall into a specific TV market.

Depth Interview : A research method used to detect attitudes, thoughts, and ideas of consumers. These are usually performed by a trained interviewer who meets with consumers individually.

Demographic Segmentation : The division of consumers into groups based on selected demographics. This is done so that different groups can be approached, targeted, and advertised to different. For example, an advertiser would target a group with an older demographic differently than a group with a younger demographic.

Demographics : Key characteristics of a target audience or specific market. These characteristics include things such as age, gender, race, income, education, and geographical location.

Deceptive Advertising : The Federal Trade Commission defines this as a representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances.

Decay Constant : An estimated decline in product sales if advertising were to be discontinued.

Day-After Recall Test : A method used when researching an advertisement’s effectiveness where consumers are asked to recall an ad they had seen the day before.