Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

There are 61 entries in this glossary.
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Term Definition
WAPB (Which Ad Pulled Best)

A series of books that presents 50 pairs of ads, each matched against another ad for the same product, ad size and media (and half the time for the same brand). For details, see Appendix B. As of 2002, the series was in its 9th edition.

White space

Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, or brand identifiers; also refers to blank sections with colored background.


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