Persons using television (PUT)
A percentage of all persons in a certain viewing area that are viewing television during a specific amount of time.
Persuasion process
The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion.
Photo boards
A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or client.
Photo platemaking
A process which converts original art material into printing plates that are required to print ads.
Photocomposition
A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also referred to as Cold type.