Advertising and Promotion 11e by Belch, Belch

Advertising and Promotion by Belch and Belch (11th edition) is the 11th edition of the Advertising and Promotion: An Integrated Marketing Communications textbook authored by Belch, George E. (George Edward) and Belch, Michael A. The textbook is published by McGraw-Hill Education, New York, NY in 2018.

• A/B testing. A process that involves the testing of two versions of an advertisement or homepage to see which will be the more effective prior to launch.
• Absolute cost. The actual total cost of placing an ad in a particular media vehicle.
• Account executive. The individual who serves as the liaison between the advertising agency and the client. The account executive is responsible for managing all of the services the agency provides to the client and representing the agency's point of view to the client.
• Account planner. The individual who gathers information that is relevant to a client's product or service and can be used in the development of the creative strategy as well as other aspects of an IMC campaign.
• Account planning. The process of conducting research and gathering all relevant information about a client's product, service, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign.
• Account-specific marketing. Development of customized promotional programs for individual retail accounts by marketers.
• Ad execution–related thoughts. A type of thought or cognitive response a message recipient has concerning factors related to the execution of the ad, such as creativity, visual effects, color, and style.
• Adjacencies. Commercial spots purchased from local television stations that generally appear during the time periods adjacent to network programs.
• Advergame. Online game designed to promote a product and/or brand.
• Advertainment. Media combining the use of advertising and entertainment (for example, in-game advertising, advergaming).
• Advertising. Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
• Advertising agency. A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.
• Advertising appeal. The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.
• Advertising campaign. A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
• Advertising creativity. The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
• Advertising manager. The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.
• Advertising Self-Regulatory Council (ASRC). An organization founded by the Council of Better Business Bureaus and various advertising industry groups to promote high standards of truth, accuracy, morality, and social responsibility in national advertising.
• Advertising substantiation. A Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisements.
• Advocacy advertising. Advertising that is concerned with the propagation of ideas and elucidation of social issues of public importance in a manner that supports the position and interest of the sponsor.
• Aerial advertising. A form of outdoor advertising where messages appear in the sky in the form of banners pulled by airplanes, skywriting, and on blimps.
• Affect referral decision rule. A type of decision rule where selections are made on the basis of an overall impression or affective summary evaluation of the various alternatives under consideration.
• Affiliates. Local television stations that are associated with a major network. Affiliates agree to preempt time during specified hours for programming provided by the network and carry the advertising contained in the program.
• Affirmative disclosure. A Federal Trade Commission program whereby advertisers may be required to include certain types of information in their advertisements so consumers will be aware of all the consequences, conditions, and limitations associated with the use of the product or service.
• Affordable method. A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation.
• AIDA model. A model that depicts the successive stages a buyer passes through in the personal-selling process, including attention, interest, desire, and action.
• Alpha activity. A measure of the degree of brain activity that can be used to assess an individual's reactions to an advertisement.
• Alternative media. A term commonly used in advertising to describe support media.
• Animatic. A preliminary version of a commercial whereby video of the frames of a storyboard is produced along with an audio soundtrack.
• Arbitrary allocation. A method for determining the budget for advertising and promotion based on arbitrary decisions of executives.
• Attitude toward the ad. A message recipient's affective feelings of favorability or unfavorability toward an advertisement.
• Attractiveness. A source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on similarity, familiarity, or likability.
• Average frequency. The number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period.
• Average quarter-hour figure (AQH figure). The average number of persons listening to a particular station for at least 5 minutes during a 15-minute period. Used by Arbitron in measuring the size of radio audiences.
• Average quarter-hour rating (AQH RTG). The average quarterhour figure estimate expresses the estimated number of listeners as a percentage of the survey area population. Used by Nielsen in measuring the size of radio audiences.

average quarter-hour share]] (AQH SHR). The percentage of the total listening audience tuned to each station.

• Balance-of-trade deficit. A situation where the monetary value of a country's imports exceeds its exports.
• Banner ad. An ad on a web page that may be "hot-linked" to the advertiser's site.
• Barrier to entry. Conditions that make it difficult for a firm to enter the market in a particular industry, such as high advertising budgets.
• Behavioral targeting. A basis for target marketing based on consumers' website surfing behaviors.
• Behavioristic segmentation. A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product or service.
• Below-the-line media. A term used to refer to support media whose costs are not assigned directly to advertising and/or promotional budgets.
• Benchmark measures. Measures of a target audience's status concerning response hierarchy variables such as awareness, knowledge, image, attitudes, preferences, intentions, or behavior. These measures are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign.
• Benefit segmentation. A method of segmenting markets on the basis of the major benefits consumers seek in a product or service.
• Better Business Bureau (BBB). An organization established and funded by businesses that operate primarily at the local level to monitor activities of companies and promote fair advertising and selling practices.
• Billings. The amount of client money agencies spend on media purchases and other equivalent activities. Billings are often used as a way of measuring the size of advertising agencies.
• Bleed page. Magazine advertisement where the printed area extends to the edge of the page, eliminating any white margin or border around the ad.
• Blog. Also known as a weblog, a blog is a Web-based publication consisting primarily of periodic articles written and provided in reverse chronological order. Blogs may reflect the writings of an individual, community political organization, or corporation.
• Body copy. The main text portion of a print ad. Also often referred to as copy.
• Bonus pack. Special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price.
• Brand development index (BDI). An index that is calculated by taking the percentage of a brand's total sales that occur in a given market as compared to the percentage of the total population in the market.
• Brand equity. The intangible asset of added value or goodwill that results from the favorable image, impressions of differentiation, and/or the strength of consumer attachment of a company name, brand name, or trademark.
• Brand identity. The combination of the name, logo, symbols, design, packaging, image, and associations held by consumers toward a brand.
• Brand loyalty. Preference by a consumer for a particular brand that results in continual purchase of it.
• Brand manager. The person responsible for the planning, implementation, and control of the marketing program for an individual brand.
• Branded entertainment. The combined use of an audio-visual program (such as TV, radio, podcast, or videocast) and a brand to market a product or service. The purpose of a branded entertainment program is to entertain, while at the same time provide the opportunity for brands or products to be promoted.
• Buildup approach. A method of determining the budget for advertising and promotion by determining the specific tasks that have to be performed and estimating the costs of performing them. See also objective and task method.
• Buzz marketing. The use of various activities that generate conversations and word-of-mouth communication about a particular topic such as a company, brand, or marketing activity.
• Cable television. A form of television where signals are carried to households by wire rather than through the airways.
• Campaign theme. The central message or idea that is communicated in all advertising and other promotional activities.
• Carryover effect. A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period.
• Category development index (CDI). An index that is calculated by taking the percentage of a product category's total sales that occur in a given market area as compared to the percentage of the total population in the market.
• Category management system. An organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products.
• Cause-related marketing. Image-related advertising in which companies link with charities or nonprofit organizations as contributing sponsors.
• Cease-and-desist order. An action by the Federal Trade Commission that orders a company to stop engaging in a practice that is considered deceptive or misleading until a hearing is held.
• Central Hudson Test. A four-part test used by the courts for determining restrictions on commercial speech.
• Central route to persuasion. One of two routes to persuasion recognized by the elaboration likelihood model. The central route to persuasion views a message recipient as very active and involved in the communications process and as having the ability and motivation to attend to and process a message.
• Centralized system. An organizational system whereby advertising along with other marketing activities such as sales, marketing research, and planning are divided along functional lines and are run from one central marketing department.
• Channel. The method or medium by which communication travels from a source or sender to a receiver.
• Children's Online Privacy Protection Act of 1998 (COPPA). Federal legislation that places restrictions on information collected from children via the Internet and requires that websites directed at children have a privacy policy posted on their home page and areas of the site where information is collected.
• City zone. A category used for newspaper circulation figures that refers to a market area composed of the city where the paper is published and contiguous areas similar in character to the city.
• Classical conditioning. A learning process whereby a conditioned stimulus that elicits a response is paired with a neutral stimulus that does not elicit any particular response. Through repeated exposure, the neutral stimulus comes to elicit the same response as the conditioned stimulus.
• Classified advertising. Advertising that runs in newspapers and magazines that generally contains text only and is arranged under subheadings according to the product, service, or offering. Employment, real estate, and automotive ads are the major forms of classified advertising.
• Clients. The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
• Clipping service. A service that clips competitors' advertising from local print media, allowing the company to monitor the types of advertising that are running or to estimate their advertising expenditures.
• Close. Obtaining the commitment of the prospect in a personal selling transaction.
• Clutter. The nonprogram material that appears in a broadcast environment, including commercials, promotional messages for shows, public service announcements, and the like.
• Cognitive dissonance. A state of psychological tension or postpurchase doubt that a consumer may experience after making a purchase decision. This tension often leads the consumer to try to reduce it by seeking supportive information.
• Cognitive responses. Thoughts that occur to a message recipient while reading, viewing, and/or hearing a communication.
• Collateral services. Agencies that provide companies with specialized services such as package design, advertising production, and marketing research.
• Combination rate. A special space rate or discount offered for advertising in two or more periodicals. Combination rates are often offered by publishers who own both morning and evening editions of a newspaper in the same market.
• Commercial ratings. Measures of the average viewership of a television commercial both live and up to three days after the ads are played back on a digital video recorder (DVR).
• Commercial speech. Speech that promotes a commercial transaction.
• Commission system. A method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15 percent) from the media on any advertising time or space it purchases.
• Communication. The passing of information, exchange of ideas, or process of establishing shared meaning between a sender and a receiver.
• Communication objectives. Goals that an organization seeks to achieve through its promotional program in terms of communication effects such as creating awareness, knowledge, image, attitudes, preferences, or purchase intentions.
• Communications task. Under the DAGMAR approach to setting advertising goals and objectives, something that can be performed by and attributed to advertising such as awareness, comprehension, conviction, and action.
• Comparative advertising. The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics.
• Competitive advantage. Something unique or special that a firm does or possesses that provides an advantage over its competitors.
• Competitive parity method. A method of setting the advertising and promotion budget based on matching the absolute level of percentage of sales expenditures of the competition.
• Compliance. A type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or to avoid punishment.
• Comprehension and reaction tests. Advertising testing to ensure receivers comprehend the message and to gauge their reaction to the same.
• Computer simulation models. Quantitative-based models that are used to determine the relative contribution of advertising expenditures on sales response.
• Concave-downward function model. An advertising/sales response function that views the incremental effects of advertising on sales as decreasing.
• Concentrated marketing. A type of marketing strategy whereby a firm chooses to focus its marketing efforts on one particular market segment.
• Concept testing. A method of pretesting alternative ideas for an advertisement or campaign by having consumers provide their responses and/or reactions to the creative concept.
• Conditioned response. In classical conditioning, a response that occurs as a result of exposure to a conditioned stimulus.
• Conditioned stimulus. In classical conditioning, a stimulus that becomes associated with an unconditioned stimulus and capable of evoking the same response or reaction as the unconditioned stimulus.
• Consent order. A settlement between a company and the Federal Trade Commission whereby an advertiser agrees to stop the advertising or practice in question. A consent order is for settlement purposes only and does not constitute an admission of guilt.
• Consumer behavior. The process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires.
• Consumer franchise-building promotions (CFB promotions). Sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity.
• Consumer juries. A method of pretesting advertisements by using a panel of consumers who are representative of the target audience and provide ratings, rankings, and/or evaluations of advertisements.
• Consumer socialization process. The process by which an individual acquires the skills needed to function in the marketplace as a consumer.
• Consumer-oriented sales promotion. Sales promotion techniques that are targeted to the ultimate consumer such as coupons, samples, contests, rebates, sweepstakes, and premium offers.
• Content sponsorship. The sponsor not only provides dollars in return for name association on the Internet but also participates in the provision of content itself.
• Contest. A promotion whereby consumers compete for prizes or money on the basis of skills or ability, and winners are determined by judging the entries or ascertaining which entry comes closest to some predetermined criteria.
• Contextual advertising. Internet advertising placed on the basis of the content of the web page.
• Continuity. A media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign.
• Contribution margin. The difference between the total revenue generated by a product or brand and its total variable costs.
• Controlled-circulation basis. Distribution of a publication free to individuals a publisher believes are of importance and responsible for making purchase decisions or are prescreened for qualification on some other basis.
• Cooperative advertising. Advertising program in which a manufacturer pays a certain percentage of the expenses a retailer or distributor incurs for advertising the manufacturer's product in a local market area.
• Copywriter. Individual who helps conceive the ideas for ads and commercials and writes the words or copy for them.
• Corporate advertising. Advertising designed to promote overall awareness of a company or enhance its image among a target audience.
• Corrective advertising. An action by the Federal Trade Commission whereby an advertiser can be required to run advertising messages designed to remedy the deception or misleading impression created by its previous advertising.
• Cost per order (CPO). A measure used in direct marketing to determine the number of orders generated relative to the cost of running the advertisement.
• Cost per ratings point (CPRP). A computation used by media buyers to compare the cost-efficiency of broadcast programs that divides the cost of commercial time on a program by the audience rating.
• Cost per thousand (CPM). A computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message.
• Cost-plus system. A method of compensating advertising agencies whereby the agency receives a fee based on the cost of the work it performs plus an agreed-on amount for profit.
• Council of Better Business Bureaus (CBBB). The parent office of local offices of the Better Business Bureau. The council assists in the development of codes and standards for ethical and responsible business and advertising practices.
• Counterargument. A type of thought or cognitive response a receiver has that is counter or opposed to the position advocated in a message.
• Country-of-origin effect. The impact on consumers' perceptions of products and/or brands that results from where the products are manufactured.
• Coverage. A measure of the potential audience that might receive an advertising message through a media vehicle.
• Creative boutique. An advertising agency that specializes in and provides only services related to the creative aspects of advertising.
• Creative brief. A document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive information or requirements.
• Creative execution style. The manner or way in which a particular advertising appeal is transformed into a message.
• Creative selling. A type of sales position where the primary emphasis is on generating new business.
• Creative strategy. A determination of what an advertising message will say or communicate to a target audience.
• Creative tactics. A determination of how an advertising message will be implemented to execute the creative strategy.
• Credibility. The extent to which a source is perceived as having knowledge, skill, or experience relevant to a communication topic and can be trusted to give an unbiased opinion or present objective information on the issue.
• Cross sell. A term used in personal selling that refers to the sale of additional products and/or services to the same customer.
• Cross-Platform Campaign Ratings. An audience measurement from the Nielsen Co. that measures the number of people who watch an ad only on television, the number who view it online, and the overlap between the two.
• Cultural values. Refers to beliefs and goals shared by members of a society regarding ideal end states of life and modes of conduct.
• Culture. The complexity of learned meanings, values, norms, and customs shared by members of a society.
• Cume. A term used for cumulative audience, which is the estimated total number of different people who listened to a radio station for a minimum of five minutes during a particular daypart.
• Customer Lifetime Value (CLTV). An estimate of the total lifetime profit that can be generated from a specific customer.
• Customer relationship management (CRM). Programs that involve the systematic tracking of consumers' preferences and behaviors and modifying the product or service offers as much as possible to meet individual needs and wants.
• DAGMAR. An acronym that stands for defining advertising goals for measured advertising results. An approach to setting advertising goals and objectives developed by Russell Colley.
• Daily inch rate. A cost figure used in periodicals based on an advertisement placed one inch deep and one column wide (whatever the column inch).
• Dayparts. The time segments into which a day is divided by radio and television networks and stations for selling advertising time.
• Decentralized system. An organizational system whereby planning and decision-making responsibility for marketing, advertising, and promotion lies with a product/brand manager or management team rather than a centralized department.
• Deception. According to the Federal Trade Commission, a misrepresentation, omission, or practice that is likely to mislead the consumer acting reasonably in the circumstances to the consumer's detriment.
• Decoding. The process by which a message recipient transforms and interprets a message.
• Demographic segmentation. A method of segmenting a market based on the demographic characteristics of consumers.
• Departmental system. The organization of an advertising agency into departments based on functions such as account services, creative, media, marketing services, and administration.
• Designated market areas (DMAs). The geographic areas used by the Nielsen Station Index in measuring audience size. DMAs are nonoverlapping areas consisting of groups of counties from which stations attract their viewers.
• Differentiated marketing. A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each.
• Differentiation. A situation where a particular company or brand is perceived as unique or better than its competitors.
• Digital out of home media (DOOH media). Traditional out of home media (billboards, transit ads, etc.), now presented in a digital format.
• Digital/interactive agency. Agencies that specialize in the development and strategic use of various digital and interactive marketing tools such as websites for the Internet, banner ads, search engine optimization, mobile marketing, and social media campaigns.
• Direct broadcast by satellite (DBS). A television signal delivery system whereby programming is beamed from satellites to special receiving dishes mounted in the home or yard.
• Direct channel. A marketing channel where a producer and ultimate consumer interact directly with one another.
• Direct headline. A headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interested in a product or service.
• Direct marketing. A system of marketing by which an organization communicates directly with customers to generate a response and/or a transaction.
• Direct selling. The direct personal presentation, demonstration, and sale of products and services to consumers usually in their homes or at their jobs.
• Direct-marketing agency. A company that provides a variety of direct-marketing services to its clients, including database management, direct mail, research, media service, creative, and production.
• Direct-response advertising. A form of advertising for a product or service that elicits a sales response directly from the advertiser.
• Direct-response media. Media used to seek a direct response from the consumer, including direct mail, telemarketing, interactive TV, print, the Internet, and other media.
• Directional medium. Advertising media that are not used to create awareness or demand for products or services but rather to inform customers as to where purchases can be made once they have decided to buy. The Yellow Pages are an example of a directional medium.
• Display advertising. Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual elements in addition to copy text.
• Dissonance/attribution model. A type of response hierarchy where consumers first behave, then develop attitudes or feelings as a result of that behavior, and then learn or process information that supports the attitude and behavior.
• Divergence. The extent to which an advertisement contains certain creative elements that are novel, different, or unusual.
• Duplicated reach. Individuals exposed to the same commercial on two or more media vehicles.
• Dyadic communication. A process of direct communication between two persons or groups such as a salesperson and a customer.
• E-commerce. Direct selling of goods and services through the Internet.
• E-mail. Messages sent electronically over the Internet.
• Earned media. Exposure for a company or brand that it did not have to pay for and is generated by entities outside the firms such as media coverage or through others sharing information via social media.
• Economic infrastructure. A country's communications, transportation, financial, and distribution networks.
• Economies of scale. A decline in costs with accumulated sales or production. In advertising, economies of scale often occur in media purchases as the relative costs of advertising time and/or space may decline as the size of the media budget increases.
• Effective reach. A measure of the percentage of a media vehicle's audience reached at each effective frequency increment.
• 80–20 rule. The principle that 80 percent of sales volume for a product or service is generated by 20 percent of the customers.
• Elaboration likelihood model (ELM). A model that identifies two processes by which communications can lead to persuasion -- central and peripheral routes.
• Electrodermal response (EDR). A measure of the resistance the skin offers to a small amount of current passed between two electrodes. Used as a measure of consumers' reaction level to an advertisement.
• Electroencephalographic measures (EEG measures). Measures of the electrical impulses in the brain that are sometimes used as a measure of reactions to advertising.
• Emotional appeals. Advertising messages that appeal to consumers' feelings and emotions.
• Encoding. The process of putting thoughts, ideas, or information into a symbolic form.
• Ethics. Moral principles and values that govern the actions and decisions of an individual or group.
• Ethnographic research. A research technique that involves observing or studying consumers in their natural environment.
• Evaluative criteria. The dimensions or attributes of a product or service that are used to compare different alternatives.
• Event marketing. A type of promotion where a company or brand is linked to an event, or where a themed activity is developed for the purpose of creating experiences for consumers and promoting a product or service.
• Event sponsorship. A type of promotion whereby a company develops sponsorship relations with a particular event such as a concert, sporting event, or other activity.
• Exchange. Trade of something of value between two parties such as a product or service for money. The core phenomenon or domain for study in marketing.
• Exclusive. A public relations tactic whereby one particular medium is offered exclusive rights to a story.
• External analysis. The phase of the promotional planning process that focuses on factors such as the characteristics of an organization's customers, market segments, positioning strategies, competitors, and marketing environment.
• External audiences. In public relations, a term used in reference to individuals who are outside or not closely connected to the organization such as the general public.
• External search. The search process whereby consumers seek and acquire information from external sources such as advertising, other people, or public sources.
• Eye tracking. A method for following the movement of a person's eyes as he or she views an ad or commercial. Eye tracking is used for determining which portions or sections of an ad attract a viewer's attention and/or interest.
• Failure fee. A trade promotion arrangement whereby a marketer agrees to pay a penalty fee if a product stocked by a retailer does not meet agreed-upon sales levels.
• Fear appeal. An advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior.
• Federal Trade Commission (FTC). The federal agency that has the primary responsibility for protecting consumers and businesses from anticompetitive behavior and unfair and deceptive practices. The FTC regulates advertising and promotion at the federal level.
• Federal Trade Commission Act. Federal legislation passed in 1914 that created the Federal Trade Commission and gave it the responsibility to monitor deceptive or misleading advertising and unfair business practices.
• Fee–commission combination. A type of compensation system whereby an advertising agency establishes a fixed monthly fee for its services to a client and media commissions received by the agency are credited against the fee.
• Feedback. Part of the message recipient's response that is communicated back to the sender. Feedback can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received.
• Field of experience. The experiences, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation.
• Field tests. Tests of consumer reactions to an advertisement that are taken under natural viewing situations rather than in a laboratory.
• Financial audit. An aspect of the advertising agency evaluation process that focuses on how the agency conducts financial affairs related to serving a client.
• First cover. The outside front cover of a magazine.
• Fixed-fee method. A method of agency compensation whereby the agency and client agree on the work to be done and the amount of money the agency will be paid for its services.
• Flat rate. A standard newspaper advertising rate where no discounts are offered for large-quantity or repeated space buys.
• Flesch formula. A test used to assess the difficulty level of writing based on the number of syllables and sentences per 100 words.
• Flighting. A media scheduling pattern in which periods of advertising are alternated with periods of no advertising.
• Focus groups. A qualitative marketing research method whereby a group of 10 to 12 consumers from the target market is led through a discussion regarding a particular topic such as a product, service, or advertising campaign.
• Fourth cover. The outside back cover position of a magazine where an ad can be placed
• Freestanding insert (FSI). A four-color multipage printed advertising booklet that contains consumer-packaged-goods coupon offers delivered with newspapers (usually in Sunday editions). FSIs can also be delivered in direct-mail packages along with local retailer ads or can be cooperative booklets such as RedPlum or SmartSource as well as solo books done by companies.
• Frequency. The number of times a target audience is exposed to a media vehicle(s) in a specified period.
• Full-service agency. An advertising agency that offers clients a full range of marketing and communications services, including the planning, creating, producing, and placing of advertising messages and other forms of promotion.
• Functional consequences. Outcomes of product or service usage that are tangible and can be directly experienced by a consumer.
• Game. A promotion that is a form of sweepstakes because it has a chance element or odds of winning associated with it. Games usually involve game card devices that can be rubbed or opened to unveil a winning number or prize description.
• Gatefold. An oversize magazine page or cover that is extended and folded over to fit into the publication. Gatefolds are used to extend the size of a magazine advertisement and are always sold at a premium.
• General advertising rates. Rates charged by newspapers to display advertisers outside the paper's designated market areas and to any classification deemed by the publisher to be general in nature.
• General preplanning input. Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.
• Geographic segmentation. A method of segmenting a market on the basis of different geographic units or areas.
• Global advertising. The use of the same basic advertising message in all international markets.
• Global marketing. A strategy of using a common marketing plan and program for all countries in which a company operates, thus selling the product or services the same way everywhere in the world.
• Gross ratings points (GRPs). A measure that represents the total delivery or weight of a media schedule during a specified time period. GRPs are calculated by multiplying the reach of the media schedule by the average frequency.
• Group system. The organization of an advertising agency by dividing it into groups consisting of specialists from various departments such as creative, media, marketing services, and other areas. These groups work together to service particular accounts.
• Halo effect. The tendency for evaluations of one attribute or aspect of a stimulus to distort reactions to its other attributes or properties.
• Headline. Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention.
• Hemispheric lateralization. The notion that the human brain has two relatively distinct halves or hemispheres with each being responsible for a specific type of function. The right side is responsible for visual processing while the left side conducts verbal processing.
• Heuristics. Simplified or basic decision rules that can be used by a consumer to make a purchase choice, such as buy the cheapest brand.
• Hierarchy of effects model. A model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action. The stages include awareness, interest, evaluation, trial, and adoption.
• Hierarchy of needs. Abraham Maslow's theory that human needs are arranged in an order or hierarchy based on their importance. The need hierarchy includes physiological, safety, social/love and belonging, esteem, and self-actualization needs.
• Horizontal cooperative advertising. A cooperative advertising arrangement where advertising is sponsored in common by a group of retailers or other organizations providing products or services to a market.
• Households using television (HUT). The percentage of homes in a given area that are watching television during a specific time period.
• Identification. The process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior.
• Image advertising. Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.
• Image transfer. A radio advertising technique whereby the images of a television commercial are implanted into a radio spot.
• In-house agency. An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the company's advertising program.
• In-store media. Advertising and promotional media that are used inside of a retail store such as point-of-purchase displays, ads on shopping carts, coupon dispensers, and display boards.
• Incentive-based system. A form of compensation whereby an advertising agency's compensation level depends on how well it meets predetermined performance goals such as sales or market share.
• Index number. A ratio used to describe the potential of a market. The index number is derived by dividing the percentage of users in a market segment by the percentage of population in the same segment and multiplying by 100.
• Indirect channel. A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer.
• Indirect headline. Headline that is not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message.
• Infomercial. Television commercial that is very long, ranging from several minutes to an hour. Infomercials are designed to provide consumers with detailed information about a product or service.
• Information processing model. A model of advertising effects developed by William McGuire that views the receiver of a message as an information processor and problem solver. The model views the receiver as passing through a response hierarchy that includes a series of stages including message presentation, attention, comprehension, acceptance or yielding, retention, and behavior.
• Informational/rational appeals. Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand.
• Ingredient-sponsored cooperative advertising. Advertising supported by raw material manufacturers with the objective being to help establish end products that include materials and/or ingredients supplied by the company.
• Inherent drama. An approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them.
• Ink-jet imaging. A printing process where a message is reproduced by projecting ink onto paper rather than mechanical plates. Ink-jet imaging is being offered by many magazines to allow advertisers to personalize their messages.
• Innovation adoption model. A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. The series of steps includes awareness, interest, evaluation, trial, and adoption.
• Inquiry tests. Tests designed to measure advertising effectiveness on the basis of inquiries or responses generated from the ad such as requests for information, number of phone calls, or number of coupons redeemed.
• Inside cards. A form of transit advertising where messages appear on cards or boards inside of vehicles such as buses, subways, or trolleys.
• Integrated marketing communications (IMC). A strategic business process used to develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant external and internal audiences. The goal is to both generate short-term financial returns and build long-term brand and shareholder value.
• Integrated marketing communications management. The process of planning, executing, evaluating, and controlling the use of various promotional-mix elements to effectively communicate with a target audience.
• Integrated marketing communications objectives. Statements of what various aspects of the integrated marketing communications program will accomplish with respect to factors such as communication tasks, sales, market share, and the like.
• Integrated marketing communications plan. A document that provides the framework for developing, implementing, and controlling an organization's integrated marketing communications program.
• Integration processes. The way information such as product knowledge, meanings, and beliefs is combined to evaluate two or more alternatives.
• Interactive media. A variety of media that allow the consumer to interact with the source of the message, actively receiving information and altering images, responding to questions, and so on.
• Interconnects. Groups of cable systems joined together for advertising purposes.
• Internal analysis. The phase of the promotional planning process that focuses on the product/service offering and the firm itself, including the capabilities of the firm and its ability to develop and implement a successful integrated marketing communications program.
• Internal audiences. In public relations, a term used to refer to individuals or groups inside the organization or with a close connection to it.
• Internal search. The process by which a consumer acquires information by accessing past experiences or knowledge stored in memory.
• Internalization. The process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue.
• Interstitial. An advertisement that appears in a window on your computer screen while you are waiting for a web page to load.
• Issue advertising (issue ad). A form of advocacy advertising in which the advertiser wishes to bring attention to what it considers to be an important issue.
• Jingle. Song about a brand or company that usually carries the advertising theme and a simple message.
• Laboratory tests. Tests of consumer reactions to advertising under controlled conditions.
• Lanham Act. A federal law that permits a company to register a trademark for its exclusive use. The Lanham Act was amended to encompass false advertising and prohibits any false description or representation including words or other symbols tending falsely to describe or represent the same.
• Layout. The physical arrangement of the various parts of an advertisement including the headline, subheads, illustrations, body copy, and any identifying marks.
• Lead. A name given to a personal sales agent as a possible consumer.
• Linear TV. Television service where the viewer has to watch a scheduled TV program at the particular time it's offered, and on the particular channel it's presented on.
• Local advertising. Advertising done by companies within the limited geographic area where they do business.
• Localized advertising strategy. Developing an advertising campaign specifically for a particular country or market rather than using a global approach.
• Low-involvement hierarchy. A response hierarchy whereby a message recipient is viewed as passing from cognition to behavior to attitude change.
• Loyalty program. Program designed to encourage repeat purchase or patronage of a specific brand of a product or service.
• Magazine network. A group of magazines owned by one publisher or assembled by an independent network that offers advertisers the opportunity to buy space in a variety of publications through a package deal.
• Mailing list. The database from which names are generated, and the ability to segment markets and, of course the offer.
• Major selling idea. The basis for the central theme or message idea in an advertising campaign.
• Marginal analysis. A principle of resource allocation that balances incremental revenues against incremental costs.
• Market opportunities. Areas where a company believes there are favorable demand trends, needs, and/or wants that are not being satisfied, and where it can compete effectively.
• Market segmentation. The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action.
• Market segments. Identifiable groups of customers sharing similar needs, wants, or other characteristics that make them likely to respond in a similar fashion to a marketing program.
• Marketing. The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
• Marketing channels. The set of interdependent organizations involved in the process of making a product or service available to customers.
• Marketing mix. The controllable elements of a marketing program including product, price, place (distribution), and promotion.
• Marketing objectives. Goals to be accomplished by an organization's overall marketing program such as sales, market share, or profitability.
• Marketing plan. A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or a brand.
• Marketing public relations (MPR). Public relations activities designed to support marketing objectives and programs.
• Mass media. Nonpersonal channels of communication that allow a message to be sent to many individuals at one time.
• Materialism. A preoccupation with material things rather than intellectual or spiritual concerns.
• Media objectives. The specific goals an advertiser has for the media portion of the advertising program.
• Media organizations. One of the four major participants in the integrated marketing communications process whose function is to provide information or entertainment to subscribers, viewers, or readers while offering marketers an environment for reaching audiences with print and broadcast messages.
• Media planning. The series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service.
• Media specialist companies. Companies that specialize in the buying of advertising media time and space, particularly for television and digital advertising.
• Media strategies. Plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements will be scheduled.
• Media vehicle. The specific program, publication, or promotional piece used to carry an advertising message.
• Medium. The general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, outdoor, and other support media.
• Message. A communication containing information or meaning that a source wants to convey to a receiver.
• Missionary sales. A type of sales position where the emphasis is on performing supporting activities and services rather than generating or taking orders.
• Mnemonics. Basic cues such as symbols, rhymes, and associations that facilitate the learning and memory process.
• Mobile. Type of services accessed through a portable communications device.
• Mobile billboard. An out of home medium in which advertisements are able to be transported to different locations (signs painted on automobiles, trailers pulling billboards, and the like).
• Mobile marketing. Promotional activity designed for delivery to cell phones, smartphones, tablets, and other handheld devices that includes apps, messaging, commerce, and customer relationship management.
• Mock magazine test. Test in which an ad is placed in an actual magazine and a similar methodology is employed.
• Motivation research. Qualitative research designed to probe the consumer's subconscious and discover deeply rooted motives for purchasing a product.
• Motive. Something that compels or drives a consumer to take a particular action.
• Multiattribute attitude model. A model of attitudes that views an individual's evaluation of an object as being a function of the beliefs that he or she has toward the object on various attributes and the importance of these attributes.
• Multiplexing. An arrangement where multiple channels are transmitted by one cable network.
• Narrowcasting. The reaching of a very specialized market through programming aimed at particular target audiences. Cable television networks offer excellent opportunities for narrowcasting.
• National Advertising Review Board (NARB). A part of the National Advertising Division of the Council of Better Business Bureaus. The NARB is the advertising industry's primary selfregulatory body.
• National Association of Attorneys General (NAAG). An organization consisting of state attorneys general that is involved in the regulation of advertising and other business practices.
• National spot advertising. All nonnetwork advertising done by a national advertiser in local markets.
• Native advertising. Web advertising in which the advertiser attempts to gain attention by providing content in the context of the user's experience.
• Needledrop. A term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect is desired.
• Negotiated commission. A method of compensating advertising agencies whereby the client and agency negotiate the commission structure rather than relying on the traditional 15 percent media commission.
• New media. A term used to describe the proliferation of media resulting from the advent of Web 2.0.
• Nielsen Television Index. A service that provides daily and weekly estimates of the size and composition of national television viewing audiences for the network shows.
• Noise. Extraneous factors that create unplanned distortion or interference in the communications process.
• Nonfranchise-building promotions (non-FB promotions). Sales promotion activities that are designed to accelerate the purchase decision process and generate an immediate increase in sales but do little or nothing to communicate information about a brand and contribute to its identity and image.
• Nonmeasured media. A term commonly used in the advertising industry to describe support media.
• Nonorganic search results (paid search results). Internet search results that are impacted by advertisements paid for by marketers.
• Nontraditional media. Newer media, including various forms of support media such as entertainment marketing, guerrilla marketing, product placements, and the like, as well as Internet and interactive media, such as blogs, podcasts, and more.
• Objective and task method. A buildup approach to budget setting involving a three-step process: (1) determining objectives, (2) determining the strategies and tasks required to attain these objectives, and (3) estimating the costs associated with these strategies and tasks.
• Off-invoice allowance. A promotional discount offered to retailers or wholesalers whereby a certain per-case amount or percentage is deducted from the invoice.
• Omnichannel retailing. A strategy whereby companies sell their products through multiple distribution channels including retail stores, online, catalogs, and mobile apps.
• On-air tests. Testing the effectiveness of television commercials by inserting test ads into actual TV programs in certain test markets.
• One-sided message. Communications in which only positive attributes or benefits of a product or service are presented.
• One-step approach. A direct-marketing strategy in which the medium is used directly to obtain an order (for example, television direct-response ads).
• Online commercial. The equivalent of a traditional television commercial that appears on the Net.
• Open-rate structure. A rate charged by newspapers in which discounts are available based on frequency or bulk purchases of space.
• Operant conditioning (instrumental conditioning). A learning theory that views the probability of a behavior as being dependent on the outcomes or consequences associated with it.
• Order taking. A personal selling responsibility in which the salesperson's primary responsibility is taking the order.
• Organic search results. Search results that appear due to the relevance of the search terms, not advertisements.
• Out of home advertising (OOH advertising). The variety of advertising forms including outdoor, transit, skywriting, and other media viewed outside the home.
• Outside posters. Outdoor transit posters appearing on buses, taxis, trains, subways, and trolley cars.
• Owned media. Channels of marketing communication that a company controls, such as its websites, blogs, and mobile apps as well as social media channels.
• Paid media. Channels of communication a marketer pays for including traditional advertising media such as television, radio, print, outdoor, and direct mail as well as various forms of digital advertising such as paid search and online display and video ads
• Participations. The situation where several advertisers buy commercial time or spots on network television.
• Pass-along rate. An estimate of the number of readers of a magazine in addition to the original subscriber or purchaser.
• Pass-along readership. The audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors' offices.
• Pattern advertising. Advertisements that follow a basic global approach although themes, copy, and sometimes even visual elements may be adjusted.
• Pay-per-click. Advertisement payment method in which advertisers' costs are based on the number of times the ad is clicked on during a search.
• Payout plan. A budgeting plan that determines the investment value of the advertising and promotion appropriation.
• People meter. An electronic device that automatically records a household's television viewing, including channels watched, number of minutes of viewing, and members of the household who are watching.
• Percentage charges. The markups charged by advertising agencies for services provided to clients.
• Percentage-of-sales method. A budget method in which the advertising and/or promotions budget is set based on a percentage of sales of the product.
• Perception. The process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
• Peripheral route to persuasion. In the elaboration likelihood model, one of two routes to persuasion in which the receiver is viewed as lacking the ability or motivation to process information and is not likely to be engaging in detailed cognitive processing.
• Personal selling. Person-to-person communication in which the seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.
• Persuader stage. A role of personal selling that attempts to persuade market members to buy the supplier's offerings.
• Persuasion matrix. A communication planning model in which the stages of the response process (dependent variables) and the communication components (independent variables) are combined to demonstrate the likely effect that the independent variables will have on the dependent variables.
• Planogram. A planning configuration of products that occupy a shelf section in a store that is used to provide more efficient shelf space utilization.
• Podcasting. A medium using the Internet to distribute files for downloading into iPods and other MP3 players.
• Pop-under. Ad that pops up as the user is leaving the website.
• Pop-up. Advertisement window on the Internet usually larger than a banner ad and smaller than a full screen.
• Portable People Meter (PPM). A wearable pager-sized device that electronically traces what consumers listen to on the radio by detecting inaudible identification codes that are embedded in the programming.
• Portfolio test. A laboratory methodology designed to expose a group of respondents to a portfolio consisting of both control and test print ads.
• Positioning. The art and science of fitting the product or service to one or more segments of the market in such a way as to set it meaningfully apart from competition.
• PositioningvAdvertising Copy Testing (PACT). A set of principles endorsed by 21 of the largest U.S. ad agencies aimed at improving the research used in preparing and testing ads, providing a better creative product for clients, and controlling the cost of TV commercials.
• Posttests. Ad effectiveness measures that are taken after the ad has appeared in the marketplace.
• Pre-roll. Video display advertisement that plays on an Internet site before the video requested appears.
• Preferred position rate. A rate charged by newspapers that ensures the advertiser the ad will appear in the position required and/or in a specific section of the newspaper.
• Premium. An offer of an item of merchandise or service either free or at a low price that is used as an extra incentive for purchasers.
• Preprinted insert. Advertising distributed through newspapers that is not part of the newspaper itself, but is printed by the advertiser and then taken to the newspaper to be inserted.
• Press conference. The calling together of the press to announce significant news and/or events.
• Press release. Factual and interesting information released to the press.
• Pretests. Advertising effectiveness measures that are taken before the implementation of the advertising campaign.
• Price-off deal. A promotional strategy in which the consumer receives a reduction in the regular price of the brand.
• Primacy effect. A theory that the first information presented in the message will be the most likely to be remembered.
• Problem detection. A creative research approach in which consumers familiar with a product (or service) are asked to generate an exhaustive list of problems encountered in its use.
• Problem recognition. The first stage in the consumer decisionmaking process in which the consumer perceives a need and becomes motivated to satisfy it.
• Problem-solver stage. A stage of personal selling in which the seller obtains the participation of buyers in identifying their problems, translates these problems into needs, and then presents a selection from the supplier's offerings that can solve those problems.
• Procreator stage. A stage of personal selling in which the seller defines the buyer's problems or needs and the solutions to those problems through active buyer–seller collaboration, thus creating a market offering tailored to the customer.
• Product integration. The act of integrating the product into television program content.
• Product placement. A form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure.
• Product symbolism. The meaning that a product or brand has to consumers.
• Product- or service-specific preplanning input. Specific studies provided to the creative department on the product or service, the target audience, or a combination of the two.
• Program rating. The percentage of TV households in an area that are tuned to a program during a specific time period.
• Programmatic buying. A wide range of technologies that have begun automating the buying, placement, and optimization of advertising media time and space.
• Promotion. The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea.
• Promotional mix. The tools used to accomplish an organization's communications objective. The promotional mix includes advertising, direct marketing, digital/Internet marketing, sales promotion, publicity/public relations, and personal selling.
• Promotional products marketing. The advertising or promotional medium or method that uses promotional products such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.
• Promotional pull strategy. A strategy in which advertising and promotion efforts are targeted at the ultimate consumers to encourage them to purchase the manufacturer's brand.
• Promotional push strategy. A strategy in which advertising and promotional efforts are targeted to the trade to attempt to get them to promote and sell the product to the ultimate consumer.
• Prospecting. The process of seeking out prospective customers.
• Prospector stage. A selling stage in which activities include seeking out selected buyers who are perceived to have a need for the offering as well as the resources to buy it.
• Prospects. Prospective customers.
• Protestant ethic. A perspective of life that stresses hard work and individual effort and initiative and views the accumulation of material possessions as evidence of success.
• Provider stage. A stage of personal selling in which activities are limited to accepting orders for the supplier's available offering and conveying it to the buyer.
• Psychoanalytic theory. An approach to the study of human motivations and behaviors pioneered by Sigmund Freud.
• Psychographic segmentation. Dividing the product on the basis of personality and/or lifestyles.
• Psychosocial consequences. Purchase decision consequences that are intangible, subjective, and personal.
• Public relations (PR). The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance.
• Public relations firm. An organization that develops and implements programs to manage a company's publicity, image, and affairs with consumers and other relevant publics.
• Publicity. Communications regarding an organization, product, service, or idea that are not directly paid for or run under identified sponsorship.
• Puffery. Advertising or other sales presentations that praise the item to be sold using subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts.
• Pulsing. A media scheduling method that combines flighting and continuous scheduling.
• Pupillometrics. An advertising effectiveness methodology designed to measure dilation and constriction of the pupils of the eye in response to stimuli.
• Purchase intention. The predisposition to buy a certain brand or product.
• Push money (pm). Cash payments made directly to the retailers' or wholesalers' sales force to encourage them to promote and sell a manufacturer's product.
• QR code. Short for quick response code; an optically machinereadable label attached to an item or advertisement that records information, which can be revealed to the viewer through an imaging device, which translates the code into content.
• Qualified prospects. Those prospects that are able to make the buying decision.
• Qualitative audit. An audit of the advertising agency's efforts in planning, developing, and implementing the client's communications programs.
• Qualitative media effect. The positive or negative influence the medium may contribute to the message.
• Ratings point. A measurement used to determine television viewing audiences in which one ratings point is the equivalent of 1 percent of all of the television households in a particular area tuned to a specific program.
• Reach. The number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period.
• Readers per copy. A cost comparison figure used for magazines that estimates audience size based on pass-along readership.
• Really Simple Syndication (RSS). A specification that uses XML to organize and format Web-based content in a standard way to provide RSS feeds, which consist of titles and brief descriptions of other online articles.
• Recall. An advertising effectiveness score indicating the number of persons who remember an ad.
• Recall tests. Advertising effectiveness tests designed to measure advertising recall.
• Receiver. The person or persons with whom the sender of a message shares thoughts or information.
• Recency. The idea that advertising will have the most effect on someone who is in the market for the product and that planners should attempt to reach that consumer as close as possible to their purchase decision.
• Recency effect. The theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered.
• Recency planning. Media planning that attempts to reach the consumer in the period of time just before their purchase decision.
• Recognition method. An advertising effectiveness measure of print ads that allows the advertiser to assess the impact of an ad in a single issue of a magazine over time and/or across alternative magazines.
• Reference group. A group whose perspectives, values, or behavior is used by an individual as the basis for his or her judgments, opinions, and actions.
• Refund. An offer by a manufacturer to return a portion of a product's purchase price, usually after the consumer supplies a proof of purchase.
• Refutational appeal. A type of message in which both sides of the issue are presented in the communication, with arguments offered to refute the opposing viewpoint.
• Reinforcement. The rewards or favorable consequences associated with a particular response.
• Relationship marketing. An organization's effort to develop a long-term cost-effective link with individual customers for mutual benefit.
• Relative cost. The relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare the prices of various media vehicles.
• Relevance. The degree to which the various elements of an advertisement are meaningful, useful, or valuable to the consumer.
• Reminder advertising. Advertising designed to keep the name of the product or brand in the mind of the receiver.
• Repositioning. The changing of a product or brand's positioning.
• Response. The set of reactions the receiver has after seeing, hearing, or reading a message.
• Retail or local advertising rates. Rates newspapers charge to advertisers that conduct business or sell goods and services within the paper's designated market area.
• Retail trading zone. The market outside the city zone whose residents regularly trade with merchants within the city zone.
• Retargeting. Resending an ad to a website visitor who previously visited the site seeking information but did not purchase, in an attempt to make a sale.
• RFM analysis. A marketing technique used to determine quantitatively which customers are the most profitable by examining how recently a customer has purchased (recency), how often he or she purchases (frequency), and how much the customer spends (monetary).
• Rich media. A term for advanced technology used in Internet ads, such as a streaming video, which allows interaction and special effects.
• ROI budgeting method (return on investment budgeting method). A budgeting method in which advertising and promotions are considered investments, and thus measurements are made in an attempt to determine the returns achieved by these investments.
• Run of paper (ROP). A rate quoted by newspapers that allows the ad to appear on any page or in any position desired by the medium.
• S-shaped response curve. A sales response model that attempts to show sales responses to various levels of advertising and promotional expenditures.
• Sales promotion. Marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales.
• Sales promotion agency. An organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients.
• Sales promotion trap. A spiral that results when a number of competitors extensively use promotions. One firm uses sales promotions to differentiate its product or service and other competitors copy the strategy, resulting in no differential advantage and a loss of profit margins to all.
• Salient attributes. Attributes considered important to consumers in the purchase decision process.
• Salient beliefs. Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude.
• Sampling. A variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial.
• Scatter market. A period for purchasing television advertising time that runs throughout the TV season.
• Schedules of reinforcement. Schedules by which a behavioral response is rewarded.
• Script. A written version of the commercial that provides a detailed description of its video and audio content.
• Search engine optimization (SEO). The process of improving ranking in search engine results.
• Search. Looking for a term, company, and so forth on the Internet.
• Second cover. The inside front cover position of a magazine where a print ad can be placed.
• Seeding. The process of identifying and choosing the initial group of consumers who will be used to start the diffusion or spreading of a message.
• Selective attention. A perceptual process in which consumers choose to attend to some stimuli and not others.
• Selective binding. A computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence.
• Selective comprehension. The perceptual process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences.
• Selective exposure. A process whereby consumers choose whether or not to make themselves available to media and message information.
• Selective perception. The perceptual process involving the filtering or screening of exposure, attention, comprehension, and retention.
• Selective retention. The perceptual process whereby consumers remember some information but not all.
• Selectivity. The ability of a medium to reach a specific target audience.
• Self-liquidating premium. Premium that requires the consumer to pay some or all of the cost of the premium plus handling and mailing costs.
• Self-regulation. The practice by the advertising industry of regulating and controlling advertising to avoid interference by outside agencies such as the government.
• Sensation. The immediate and direct response of the senses (taste, smell, sight, touch, and hearing) to a stimulus such as an advertisement, package, brand name, or point-of-purchase display.
• Shaping. The reinforcement of successive acts that lead to a desired behavior pattern or response.
• Share of audience. The percentage of households watching television in a special time period that are tuned to a specific program.
• Shock advertising. Advertising in which marketers use nudity, sexual suggestiveness, or other startling images to get consumers' attention.
• Single-source tracking method. A research method designed to track the behaviors of consumers from the television set to the supermarket checkout counter.
• Situational determinants. Influences originating from the specific situation in which consumers are to use the product or brand.
• Sleeper effect. A phenomenon in which the persuasiveness of a message increases over time.
• Slogan (tagline). A statement or phrase consisting of a few words that succinctly expresses the company image, identity, and/or positioning a company or brand wants to communicate.
• Slotting allowance. Fees that must be paid to retailers to provide a "slot" or position to accommodate a new product on the store shelves.
• Social class. Relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interests, and behaviors.
• Social media. Online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences, perspectives, and even media themselves.
• Social networking sites. Online platforms for networks or social relations among people who share interests, activities, backgrounds, or real-life connections.
• Source. The sender -- person, group, or organization -- of the message.
• Source bolsters. Favorable cognitive thoughts generated toward the source of a message.
• Source derogations. Negative thoughts generated about the source of a communication.
• Source power. The power of a source as a result of his or her ability to administer rewards and/or punishments to the receiver.
• Spam. Unsolicited commercial e-mail.
• Spamming. The sending of unsolicited multiple commercial electronic messages.
• Specialized marketing communication services. Organizations that provide marketing communication services in their areas of expertise including direct marketing, public relations, and sales promotion firms.
• Specialty advertising. An advertising, sales promotion, and motivational communications medium that employs useful articles of merchandise imprinted with an advertiser's name, message, or logo.
• Split runs. Two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.
• Split-run test. An advertising effectiveness measure in which different versions of an ad are run in alternate copies of the same newspaper and/or magazine.
• Sponsorship. When the advertiser assumes responsibility for the production and usually the content of a television program as well as the advertising that appears within it.
• Sponsorship. When an advertiser sponsors content on a website, it is considered a sponsorship.
• Spot advertising. Commercials shown on local television stations, with the negotiation and purchase of time being made directly from the individual stations.
• Standard advertising unit (SAU). A standard developed in the newspaper industry to make newspaper purchasing rates more comparable to other media that sell space and time in standard units.
• Standard learning model. Progression by the consumers through a learn-feel-do hierarchical response.
• Station reps. Individuals who act as sales representatives for a number of local stations and represent them in dealings with national advertisers.
• Storyboard. A series of drawings used to present the visual plan or layout of a proposed commercial.
• Strategic marketing plan. The planning framework for specific marketing activities.
• Subcultures. Smaller groups within a culture that possess similar beliefs, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream.
• Subhead. Secondary headline in a print ad.
• Subliminal perception. The ability of an individual to perceive a stimulus below the level of conscious awareness.
• Superagencies. Large external agencies that offer integrated marketing communications on a worldwide basis.
• Superstations. Independent local stations that send their signals via satellite to cable operators that, in turn, make them available to subscribers (e.g., WWOR, WPIX, WGN, WSBK, WTBS).
• Support advertising. A form of direct marketing in which the ad is designed to support other forms of advertising appearing in other media.
• Support argument. Consumers' thoughts that support or affirm the claims being made by a message.
• Support media. Those media used to support or reinforce messages sent to target markets through other more "dominant" and/or more traditional media.
• Survey of buying power index. An index that provides information regarding population, effective buying income, and total retail sales in an area.
• Sustainability. Development that meets the needs of the current generation without compromising the ability of future generations to meet their needs.
• Sweeps periods. The times of year in which television audience measures are taken (February, May, July, and November).
• Sweepstakes. A promotion whereby consumers submit their names for consideration in the drawing or selection of prizes and winners are determined purely by chance. Sweepstakes cannot require a proof of purchase as a condition for entry.
• Syndicated programs. Shows sold or distributed to local stations.
• Target CPM (TCPM). A relative cost comparison that calculates CPMs based on the target audience as opposed to the overall audience.
• Target marketing. The process of identifying the specific needs of segments, selecting one or more of these segments as a target, and developing marketing programs directed to each.
• Target ratings points (TRPs). The number of persons in the primary target audience that the media buy will reach -- and the number of times.
• Teaser advertising. An ad designed to create curiosity and build excitement and interest in a product or brand without showing it.
• Telemarketing. Selling products and services by using the telephone to contact prospective customers.
• Television household. Defined by Nielsen as a home with at least one operable TV/monitor with the ability to deliver video via traditional means of antennae, cable set-top-box or satellite receiver and/or with a broadband connection.
• Television network. The provider of news and programming to a series of affiliated local television stations.
• Terminal posters. Floor displays, island showcases, electronic signs, and other forms of advertisements that appear in train or subway stations, airline terminals, and the like.
• Testing bias. A bias that occurs in advertising effectiveness measures because respondents know they are being tested and thus alter their responses.
• Theater test. An advertising effectiveness pretest in which consumers view ads in a theater setting and evaluate these ads on a variety of dimensions.
• Third cover. The inside back cover position of a magazine where a print ad can be placed
• Top-down approaches. Budgeting approaches in which the budgetary amount is established at the executive level and monies are passed down to the various departments.
• Total audience (television). The total number of homes viewing any five-minute part of a television program.
• Total audience/readership. A combination of the total number of primary and pass-along readers multiplied by the circulation of an average issue of a magazine.
• Touch point. Each and every opportunity a consumer has to see or hear about a company and/or its brands or have an encounter or experience with it.
• Tracking studies. Advertising effectiveness measures designed to assess the effects of advertising on awareness, recall, interest, and attitudes toward the ad as well as purchase intentions.
• Trade advertising. Advertising targeted to wholesalers and retailers.
• Trade allowance. A discount or deal offered to retailers or wholesalers to encourage them to stock, promote, or display a manufacturer's product.
• Trade show. A type of exhibition or forum where manufacturers can display their products to current as well as prospective buyers.
• Trade-oriented sales promotion. A sales promotion designed to motivate distributors and retailers to carry a product and make an extra effort to promote or "push" it to their customers.
• Transformational ad. An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement.
• Transit advertising. Advertising targeted to target audiences exposed to commercial transportation facilities, including buses, taxis, trains, elevators, trolleys, airplanes, and subways.
• Two-sided message. A message in which both good and bad points about a product or claim are presented.
• Two-step approach. A direct-marketing strategy in which the first effort is designed to screen or qualify potential buyers, while the second effort has the responsibility of generating the response.
• Undifferentiated marketing. A strategy in which market segment differences are ignored and one product or service is offered to the entire market.
• Unduplicated reach. The number of persons reached once with a media exposure.
• Unfairness. A concept used by the Federal Trade Commission to determine unfair or deceptive advertising practices. Unfairness occurs when a trade practice causes substantial physical or economic injury to consumers, could not be avoided by consumers, and must not be outweighed by countervailing benefits to consumers or competition.
• Unique selling proposition (USP). An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.
• Up-front market. A buying period that takes place prior to the upcoming television season when the networks sell a large part of their commercial time.
• User-generated content (UGC). Advertising and/or other forms of content provided by consumers or other nonprofessional sources.
• Value. The customer's perception of all the benefits of a product or service weighed against the costs of acquiring and consuming it.
• Vehicle option source effect. The differential impact the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another.
• Vertical cooperative advertising. A cooperative arrangement under which a manufacturer pays for a portion of the advertising a retailer runs to promote the manufacturer's product and its availability in the retailer's place of business.
• Video news release (VNR). News story produced by publicists so that television stations may air it as news.
• Video on demand (VOD). Video clips of various entertainment activities, which include ads or are sponsored, are also available through the Internet.
• Viral marketing. The act of propagating marketing-relevant messages through the help and cooperation of individual consumers.
• Virtual and augmented reality. View of the real-world environment supplemented by computer-generated sensory input.
• Voiceover. A message or action on the screen in a commercial that is narrated or described by a narrator who is not visible.
• Want. A felt need shaped by a person's knowledge, culture, and personality.
• Waste coverage. A situation where the coverage of the media exceeds the target audience.
• Wearout. The tendency for a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly.
• Web 2.0. Web applications that facilitate interactive information sharing, interoperability, user-centered design, and interactivity.
• Webisode. Short featured film created by the advertiser.
• Wheeler-Lea Amendment. An act of Congress passed in 1938 that amended section 5 of the FTC Act to read that unfair methods of competition in commerce and unfair or deceptive acts or practices in commerce are declared unlawful.
• Word-of-mouth communications (WOM communications). Social channels of communication such as friends, neighbors, associates, co-workers, or family members.
• Yellow Pages. A telephone directory providing names of companies that provide specific products and/or services.
• Zapping. The use of a remote control device to change channels and switch away from commercials.
• Zero-based communications planning. An approach to planning the integrated marketing communications program that involves determining what tasks need to be done and what marketing communication functions should be used to accomplish them and to what extent.
• Zipping. Fast-forwarding through commercials during the playback of a program previously recorded on DVR.