media glossary - I

icon
A graphic symbol used to represent a file, folder, disk or other entity.

IEEE
The Institute of Electrical and Electronics Engineering develops electrical standards and also local area network and some cable network standards. (9908-981-0060)

i.o.
Short for Insertion Order. A written document, signed by an authorized person, requesting goods or services be provided according to specified terms. (See Purchase Order, P.O., Insertion Order)

IMHO "In my humble opinion."
Might gain status as a word unto itself, pronounced "im-ho." "IMHO, you're completely off base."

import
1) To bring foreign goods into a country.
2) To transfer data from one computer or program into another.

imposition
Term that describes where a given page will be printed in relation to other pages printed in the same form.

impression
A unit of measure. One set of eyeballs glancing over one banner counts as one impression. Never mind that those eyeballs could belong to the family cat calling up a site with an errant paw. To the agencies that collect a fee for every thousand

impressions
(hence the term CPM - cost per thousand) 1,000 cats counts.

in arrears
An account not paid when due. (See Past due, Overdue, Outstanding)

in line
1)  Two or more pages running one after the other in the same form through the press. In line problems may result making if difficult to match color proofs of both pages if one uses a large amount of a color.  2)  Internet advertisements that run in the pages, as opposed to pop-ups, pop-unders or interstitials.

in line quote
Quote taken from text used in a larger type style to visually add interest to a page or to support a photo.

in the black
A business term indicating that a company or project is operating profitably.

in the red
A business term indicating that a company or project is operating at a loss and in debt.

in-house agency
An advertiser or client with in-house capabilities to produce and create his own ad copy and film.

inactive account
A customer whose account has shown little or no activity.

independent readership study
A survey of readership generally conducted by an outside company. Study measures receivership, readership, and preference.

infected file
A file that contains a virus.

information card
Post card advertisement mailed in multi-unit, loose-deck form. (See Info Card)

information superhighway
Something that can't be seen or touched, though it can be talked about ad nauseam. Politicians make it sound like something that you could watch being built, like a road or a pipeline. But building this highway involves not so much stringing fancy wire as upgrading countless networking devices and computers, allowing them to operate at a higher speed and carry heavy traffic such as video files.

INIT
See system extension.

input
Data processing terminology referring to information being entered into a computer system.

inquiry cards
Cards collected from attendees at a trade show requesting information about exhibitions.

inquiry followback study
Determines what action(s), if any, has been taken by readers after responding to an advertisement. (See IQF)

insert
Multiple pages of advertising, either separately printed by the publication or supplied by the advertiser, ready to bind

into an issue.
Usually printed on heavier stock. (See Supplied Insert)

insertion order
A written document, signed by an authorized person, requesting advertising to be provided according to specified terms. (See Purchase Order, P.O., I.O)

inside sales Employees who sell various forms of advertising space, as defined by a particular magazine, over the telephone. (See Telemarketers)

intangible assets
Non-material assets of a business (not capable of being touched) which have value, not in themselves, but which represent value. Examples would include: trademarks, patents, copyrights, etc.

interactive
Refers to the ability of a network or computer program to respond (two-way's) to instructions; a phone network is interactive, a cable network is not.

interface
To interact or coordinate harmoniously, though most often used to describe a connection to a computer or the

Interact
Emerging meaning – any kind of interaction, human or otherwise. "Let's get together and interact at Harry's Bar after work."

interlace
A system for saving bandwidth and cutting costs by transmitting odd-numbered scan lines in one sweep, then even-numbered scan lines in the next sweep so only half of the picture needs to be sent each time.

Internet
One of the most widely misunderstood buzzwords. It's not a network, but rather the interconnection of thousands of separate networks using a common lingo. Developed by the Pentagon, the Internet first linked government agencies and colleges. Now the Net also connects thousands of companies and millions of individuals who subscribe to on-line services; they can use it to exchange messages, data files or - the current hot draw for a lot of people - pornography.

internet provider
Wholesale or retail reseller of access to the Internet.

Internet Society
Promotes the growth of the internet and works to asist those groups involved in its use and evolution

InterNIC

Internet Network Information Center:  Organization which is funded by the National Science foundation to provide info, assistance and domain name registration services.

intranet
An Internet-based network of host computers managed and maintained for private or restriced use.

interstitial
The interstitial is a separate window of advertising that pops open spontaneously, blocking the site behind it. It is designed to grab consumers' attention for the few nanoseconds it takes them to close the window. Only Web companies could portray such an intrusive and annoying little doohickey as a great leap forward.

invoice
A seller's descriptive, itemized billing for goods or services rendered. Shows date, terms, cost, purchase order number, and other identifying information. (See Bill)

IP

Internet Protocol: Protocol used on the Internet. The Internet Protocol allows data to travel in packets, or chunks of data, to different networks; then data is reassembled at the final destination; such as IP telephony or IP television.

IP address
An internet address expressed in numbers; a series of four numbers, each up to 255, separated by dots. ie 255.255.255.255 (.) this uniquely identifies each computer on the network so that the right information can be sent there i.e. email or web pages.

IqF
Determines what action(s), if any, have been taken by readers after responding to an advertisement. (See Inquiry Followback Study)

IRC

Internet Relay Chat:  Real-time conversations among multiple users on hundreds of subject-oriented "channels".

irregular file

An application that is not constructed in accordance with the standards set for Macintosh applications. Sometimes this is intentional; other times it is the sign of a virus. Irregularities are not necessarily the result of viruses, but should be investigated.

ISDN
An interim step to take phone companies into the digital age. Integrated Services Digital Network is a technology that lets both voice and data flow over a standard phone line to a home or office. It runs six times faster than most PCs can communicate over a modem, though less than 1/100th the speed of Ethernet. Even faster speeds, doing approximatly the same thing in the early 21st century is DSL.

Island or island half
Half-page ad with no other advertisement on the same page. Designed to run in conjunction with editorial only. Island halfs are more expensive than standard half pages. (See Island Half, Half Page Island)

ISP

Internet Service Provider:  A company or organizatin that provides connections to the Internet.

Issue
Used to refer to an entire printing of a publication as in the "July Issue." Also used to refer to a single copy of a publication.

issue close
The date upon which no further ads will be accepted in a particular issue.

IVDS
(Interactive Video and Data Services) An umbrella term for all the interactive TV services. Examples include E-ON, IT Network and Time Warner's FSN project.