A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

I

IA
Abbreviation for Interactive Advertising.

Illumination
A poster is 'illuminated' if lit from overhead, ground or base or rear.

Image Resolution
The number of pixels in an image.

Impacts
The gross number of opportunities to see an advertisement. In terms of television and radio research, one impact is one person's viewing or listening to one spot. These are added together to give total impacts for an advertising campaign, or total impacts for all commercial airtime on a certain station. Total monthly impacts are used to assess the performance of television stations in reaching target audiences - both by making year on year comparisons, and by calculating a cost per thousand for different audience categories. The impacts total may be weighted according to timelength usage.

Impressions
Another name for Impacts.

Impulse Pay Per View
Also known as IPPV. A pay-per-view facility that allows subscribers to purchase programmes without the need to order it in advance. See Subscribers, Video On Demand and Pay-Per-View.
Impulse Response
Interactive ad format with a simple overlay on the screen, whereby the viewer can press the red button and request a brochure, call-back, sample or other info.

In Home Viewing
Where the TV audience is restricted to people who are watching TV in a private house. See Out of Home Viewing.

Infomercial
An advertorial that contains a lot of information. These are often used on direct response television such as shopping channels. See Home Shopping.

Informant
See Respondent.

Information Superhighway
Term used to describe online services such as the Internet and Interactive TV.

Inline
A browser that allows certain media or file formats to be directly supported so eliminating the need for a helper function. See Browser.

Insert
A piece of printed material that is inserted into another piece of printed material, such as a magazine or catalogue.

Interactive Advertising
TV advertising that includes an interactive element inviting the viewer “Press red”. This will lead the viewer to Impulse Response, DAL or Microsites.

Interactive Research
A generic term to describe using the Internet as a research tool.

Interactive Television
The mixing of traditional television with interactive content in order to create a richer viewing experience. Interactive features include links to further programme related information, Internet sites, e-mail, betting and online shopping. See Online Shopping.

Interface
The software that allows a user to operate an application

International Roaming
The ability to use a mobile phone outside its home country.

Internet
A global network of computer networks which contains a huge variety of information entered by users. Information is in the form of 'pages' or 'sites', which have their own individual address or URL (Uniform Resource Locator). The Internet is often confused with the World Wide Web (or Web); however they are not the same. The Internet is the connection of computers around the World. The Web is just one of the ways to make these machines communicate. Its outstanding feature is hypertext, a method of cross-referencing. In most Web sites, certain words or phrases appear in coloured text or underlined. When one of these words or phrases is selected the user will be transferred to the site or page that is associated with that word or phrase. Sometimes there are buttons or images that are 'clickable'. If the pointer is moved over a spot and it changes to a hand, this indicates that clicking on the image will transfer the user to another site.

Internet Relay Chat
Also known as IRC. This software allows Internet users worldwide to connect with others users and enables them to chat in real time by typing messages. See Chat.

Internet Research
This covers both researching the Internet itself (e.g. measuring Internet penetration), as well as using the Internet as a research tool. See Interactive Research.

Intranet
A private Web site designed for sharing data and e-mails within an organisation. Usually made secure by a firewall. See Extranet.

Intrusion Index
The Intrusion Index is a measure of the efficiency of TV advertising. The index compares achieved levels of Proven Recall for a TV commercial with expected levels of Proven Recall (known as the Intrusion Norm). The Intrusion Norm is based on four key inputs; the Proven Recall 'start point', the weekly media plan for the campaign (measured in TVRs), the expected level of build in Proven Recall per week on air, and the expected level of decay per week when off-air. Intrusion modelling is used mainly to measure advertising efficiency, but can also be applied to examine 'what if' scenarios for specific campaigns using alternative media laydowns. See Advertising Post-testing.

IPTV
Internet Protocol Television – receiving TV and/or video signals and/or other multimedia services via your Internet connection, in particular your broadband connection.

ISDN
Abbreviation of Integrated Services Digital Network. An international standard for digital communications over telephone lines, which allows for the transmission of data at 64 or 128 Kbps.

Issue Recognition
In a readership survey, the measurement of reading by using issues of the publication, stripped issues, front covers, and/or table of contents.

Itemised Billing
The facility to list all calls charges and timings on a phone invoice.

J

Java
A computer programming language that allows animation and interaction to be used on the Internet.

JPEG
Joint Photographic Experts Group is a commonly used standard method of compression for photographic images.

Junction Type
On Postar there are 4 choices, No Junction, T - Junction, Other Junction/Crossroad, and Roundabout.

K

Keywords
See Meta Keywords

Kiosk
Electronic devices that are installed to be used by general public. They are usually designed for a specific purpose for example automated travel information at train stations etc. See Touch Screen.