Key Terms (See related pages) AAAA   See American Association of Advertising Agencies. AAF   See American Advertising Federation. ABC   See Audit Bureau of Circulations. account executive (AE)   The liaison between the agency and the client. The account executive is responsible both for managing all the agency's services for the benefit of the client and for representing the agency's point of view to the client. account planning   A hybrid discipline that bridges the gap between traditional research, account management, and creative direction whereby agency people represent the view of the consumer in order to better define and plan the client's advertising program. action advertising   Advertising intended to bring about immediate action on the part of the reader or viewer. action programs   See tactics. actual consumers   The people in the real world who comprise an ad's target audience. They are the people to whom the sponsor's message is ultimately directed. ad networks   The Internet equivalent of a media rep firm, ad networks act as brokers for advertisers and Web sites. Ad networks pool hundreds or even thousands of Web pages together and facilitate advertising across these pages, thereby allowing advertisers to gain maximum exposure by covering even the small sites. ad request   An opportunity to deliver an advertising element to a Web site visitor. AdSense   Google program that allows Web sites to share space with the search engine in exchange for a portion of ad revenue. advertising   The structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media. advertising agency   An independent organization of creative people and businesspeople who specialize in developing and preparing advertising plans, advertisements, and other promotional tools for advertisers. The agency also arranges for or contracts for purchase of space and time in various media. advertising allowance   Either a percentage of gross purchases or a flat fee paid to the retailer for advertising the manufacturer's product. advertising impression   A possible exposure of the advertising message to one audience member; see opportunity to see (OTS). advertising message   An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it—verbally or nonverbally. advertising plan   The plan that directs the company's advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created. advertising research   The systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns. advertising response curve   Studies of this indicate that incremental response to advertising actually diminishes—rather than builds—with repeated exposure. advertising specialty   A promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program. advertising strategy   The methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and advertising message. Also called the creative mix. advertising strategy research   Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles. advertorial   An ad that is half advertising, half editorial, aimed at swaying public opinion rather than selling products. advocacy advertising   Advertising used to communicate an organization's views on issues that affect society or business. AdWords   Google program that allows advertisers to bid on search terms in an effort to secure high sponsored listings. affidavit of performance   A signed and notarized form sent by a television station to an advertiser or agency indicating what spots ran and when. It is the station's legal proof that the advertiser got what was paid for. affiliate marketing program   A contractual advertising program, often used in e-commerce, under which a seller pays a manufacturer, marketer, or other business a percentage of the sale price of an item sold. This payment is compensation for services or cooperation in making the sale. For example, a site devoted to music reviews may have a banner link to an online music retailer. When consumers use that link to buy music, the music seller pays the owner of the music review site a percentage of the sale as consideration for the banner link. affirmative disclosure   Advertisers must make known their product's limitations or deficiencies. agricultural advertising   See farm advertising. ambush marketing   A promotional strategy utilized by nonsponsors to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors, such as by buying up all the billboard space around are an athletic stadium. Often employed by the competitors of the property's official sponsor. American Advertising Federation (AAF)   A nationwide association of advertising people. The AAF helped to establish the Federal Trade Commission, and its early "vigilance" committees were the forerunners of the Better Business Bureaus. American Association of Advertising Agencies (AAAA)   The national organization of the advertising business. It has members throughout the United States and controls agency practices by denying membership to any agency judged unethical. ANA   See Association of National Advertisers. analog proof   See Chromalin proof. animatic   A rough television commercial produced by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape. It is used primarily for testing purposes. animation   The use of cartoons, puppet characters, or demonstrations of inanimate characters come to life in television commercials; often used for communicating difficult messages or for reaching specialized markets, such as children. answer print   The final print of a filmed commercial, along with all the required optical effects and titles, used for review and approval before duplicating. aperture   The opening in a camera that determines the amount of light that reaches the film or videotape. To a media planner it refers to the place and time that a target audience is ready to attend to an ad message. art   The whole visual presentation of a commercial or advertisement—the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion. art direction   The act or process of managing the visual presentation of an ad or commercial. art director   Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together. art studio   Company that designs and produces artwork and illustrations for advertisements, brochures, and other communication devices. Artist role   A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea. Association of National Advertisers (ANA)   An organization composed of 400 major manufacturing and service companies that are clients of member agencies of the AAAA. These companies, which are pledged to uphold the ANA code of advertising ethics, work with the ANA through a joint Committee for Improvement of Advertising Content. attention value   A consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them. Attention value relates to the advertising message and copy just as much as to the medium. attitude   The acquired mental position—positive or negative— regarding some idea or object. attitude test   A type of posttest that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable image for a company, its brand, or its products. audience   The total number of people exposed to a particular medium. audience composition   The distribution of an audience into demographic or other categories. audience objectives   Definitions of the specific types of people the advertiser wants to reach. audio   The sound portion of a commercial. Also, the right side of a script for a television commercial, indicating spoken copy, sound effects, and music. audio console   In a sound studio control room, the board that channels sound to the appropriate recording devices and that blends both live and prerecorded sounds for immediate or delayed broadcast. audiovisual materials   Slides, films, filmstrips, and videocassettes that may be used for training, sales, or public relations activities. Audit Bureau of Circulations (ABC)   An organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefit of its members. author   In Stern's communication model, a copywriter, an art director, or a creative group at the agency that is commissioned by the sponsor to create advertising messages. autobiographical messages   A style of advertising that utilizes the first person "I" to tell a story to the audience, "You." avails An abbreviated term referring to the TV time slots that are available to an advertiser. average quarter-hour audience (AQH persons)   A radio term referring to the average number of people who are listening to a specific station for at least 5 minutes during a 15- minute period of any given daypart. average quarter-hour rating   The average quarterhour persons estimate expressed as a percentage of the estimated population. average quarter-hour share   The radio station's audience (AQH persons) expressed as a percentage of the total radio listening audience in the area. awareness advertising   Advertising that attempts to build the image of a product or familiarity with the name and package. Ayer   No. 1 See poster-style format. banner   Part of a Web site reserved for an advertising message. Clicking a banner normally redirects an Internet user to the advertiser's Web site. barter syndication   Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers. base art   The first image on an artboard on which an overlay may be placed. baseband   A type of digital data transmission in which each wire carries only one signal, or channel, at a time. basic bus   In transit advertising, all the inside space on a group of buses, which thereby gives the advertiser complete domination. behavioristic segmentation   Method of determining market segments by grouping consumers into product-related groups based on their purchase behavior. benefit headline   Type of headline that makes a direct promise to the reader. benefits   The particular product attributes offered to customers, such as high quality, low price, status, speed, sex appeal, good taste, and so on. benefit segmentation   Method of segmenting consumers based on the benefits being sought. Better Business Bureau (BBB)   A business-monitoring organization funded by dues from more than 100,000 member companies. It operates primarily at the local level to protect consumers against fraudulent and deceptive advertising. big idea   The flash of creative insight—the bold advertising initiative—that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen. billboards   See 30-sheet poster panel. bleeds   Colors, type, or visuals that run all the way to the edge of the page. blinking   A scheduling technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads. blueline   A proof created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue; it helps reveal scratches and flaws in the negatives. board   See audio console. body copy   The text of an advertisement that tells the complete story and attempts to close the sale. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads. boldface   Heavier type. booths   At trade shows, a major factor in sales promotion plans. To stop traffic, it must be simple and attractive and have good lighting and a large visual. bottom-up marketing   The opposite of standard, topdown marketing planning, bottom-up marketing focuses on one specific tactic and develops it into an overall strategy. brainstorming   A process in which two or more people get together to generate new ideas; often a source of sudden inspiration. brand   That combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products—the fundamental differentiating device for all products. brand development index (BDI)   The percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area. brand equity   The totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time; in short, it is the value of the brand's capital. branding   A marketing function that identifies products and their source and differentiates them from all other products. brand interest   An individual's openness or curiosity about a brand. brand loyalty   The consumer's conscious or unconscious decision—expressed through intention or behavior—to repurchase a brand continually. This occurs because the consumer perceives that the brand has the right product features, image, quality, or relationship at the right price. brand manager   The individual within the advertiser's company who is assigned the authority and responsibility for the successful marketing of a particular brand. brand trains   An advertising program under which all the advertising in and on a train is from a single advertiser. This advertising concept was first used in subway trains in New York City and is being used on the Las Vegas monorail. broadband   A type of digital data transmission that enables a single wire to carry multiple signals simultaneously. broadcast   TV Television sent over airwaves as opposed to over cables. broadside   A form of direct-mail advertisement, larger than a folder and sometimes used as a window display or wall poster in stores. It can be folded to a compact size and fitted into a mailer. brochures   Sales materials printed on heavier paper and featuring color photographs, illustrations, typography. See also folders. budget buildup method   See objective/task method. bulk discounts   Newspapers offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches. bursting   A media scheduling method for promoting highticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime time. business advertising   Advertising directed at people who buy or specify goods and services for business use. Also called business-to-business advertising. business magazines   The largest category of magazines, they target business readers and include: trade publications for retailers, wholesalers, and other distributors; industrial magazines for businesspeople involved in manufacturing and services; and professional journals for lawyers, physicians, architects, and other professionals. business markets   Organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product. business reply mail   A type of mail that enables the recipient of direct-mail advertising to respond without paying postage. business-to-business (B2B) advertising   See business advertising. business-to-business agency   Represents clients that market products to other businesses; also called high-tech agency. bus-o-rama sign   In transit advertising, a jumbo roof sign, which is actually a full-color transparency backlighted by fluorescent tubes, running the length of the bus. button   In Internet advertising, buttons are small versions of a banner and sometimes look like an icon, and they usually provide a link to an advertiser's home page. Because buttons take up less space than banners, they also cost less. buyback allowance   A manufacturer's offer to pay for an old product so that it will be taken off the shelf to make room for a new product. cable modem   A system of connecting with the Internet that offers high-speed data transfer direct to the computer. cable   TV Television signals carried to households by cable and paid by subscription. camera-ready art   A finished ad that is ready for the printer's camera to shoot—to make negatives or plates—according to the publication's specifications. car-end posters   Transit advertisements of varying sizes, positioned in the bulkhead. CARU   See Children's Advertising Review Unit. casting brief   A detailed, written description of the characters' personalities to serve as guides in casting sessions when actors audition for the roles. catalogs   Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer. category development index (CDI)   The percent of a product category's total U.S. sales in an area divided by the percent of total U.S. population in the area. CD-ROM   Acronym for compact disk-read only memory; computer storage disk that offers a large amount of storage space and a high concentration of data, combined with fullmotion video and high-quality audio. cease-and-desist order   May be issued by the FTC if an advertiser won't sign a consent decree; prohibits further use of an ad. centers of influence   Customers, prospective customers, or opinion leaders whose opinions and actions are respected by others. centralized advertising department   A staff of employees, usually located at corporate headquarters, responsible for all the organization's advertising. The department is often structured by product, advertising subfunction, end user, media, or geography. central location test   A type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations. central route to persuasion   One of two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers. When consumers have a high level of involvement with the product or the message, they are motivated to pay attention to the central, product-related information in an ad, such as product attributes and benefits, or demonstrations of positive functional or psychological consequences; see elaboration likelihood model. cents-off promotion   A short-term reduction in the price of a product designed to induce trial and usage. Cents-off promotions take various forms, including basic cents-off packages, one-cent sales, free offers, and box-top refunds. channel   Any medium through which an encoded message is sent to a receiver, including oral communication, print media, television, and the Internet. channels of distribution   See distribution channels. character-count method   A method of copy casting in which an actual count is made of the number of characters in the copy. Children's Advertising Review Unit (CARU)   This entity, created by the Council of Better Business Bureaus, provides a general advisory service for advertisers, agencies, children, parents, and educators. Chromalin proof   This proof uses a series of four very thin plastic sheets pressed together; each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light. cinema advertising   Advertising in movie theaters. cinematographer   A motion picture photographer. circulation   A statistical measure of a print medium's audience; includes subscription and vendor sales and primary and secondary readership. circulation audit   Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC). circus layout   A layout style filled with multiple illustrations, oversized type, reverse blocks, tilts, or other gimmicks to bring an ad alive and make it interesting. Claritas   Large secondary research company specializing in geographics. classified ads   Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising. Classified Advertising Network of New York (CANNY)   A statewide affiliation of daily newspapers that enables advertisers to place classified ads in daily newspapers throughout the state easily and inexpensively. classified ad   Web site Web sites that specialize in providing classified advertisements, often provided for free. Many classified ad Web sites are supported by ad banners of other advertisers. classified display ads   Ads that run in the classified section of the newspaper but have larger-size type, photos, art borders, abundant white space, and sometimes color. clearance advertising   A type of local advertising designed to make room for new product lines or new models or to get rid of slow-moving product lines, floor samples, broken or distressed merchandise, or items that are no longer in season. click rate   In Internet advertising, the number of "clicks" on an advertisement divided by the number of ad requests. A method by which marketers can measure the frequency with which users try to obtain additional information about a product by clicking on an advertisement. Also called click-through rate. click-through   A term used in reference to when a World Wide Web user clicks on an ad banner to visit the advertiser's site. Some Web publishers charge advertisers according to the number of click-throughs on a given ad banner. close   That part of an advertisement or commercial that asks customers to do something and tells them how to do it—the action step in the ad's copy. closing date   A publication's final deadline for supplying printing material for an advertisement. clutter tests   Method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts. cognition   The mental processes involved in perception, thinking, recognition, memory, and decision making. cognitive dissonance   See theory of cognitive dissonance. cognitive theory   An approach that views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problem solving. collateral material   All the accessory nonmedia advertising materials prepared by manufacturers to help dealers sell a product—booklets, catalogs, brochures, films, trade-show exhibits, sales kits, and so on. color key   A color proof that is a less-expensive form of the Chromalin, with thicker plastic sheets that can be lifted up. color separations   Four separate continuous-tone negatives produced by photographing artwork through color filters that eliminate all the colors but one. The negatives are used to make four printing plates—one each for yellow, magenta, cyan, and black—for reproducing the color artwork. color strip   Samples of eye shadow, blush, lipstick, and other makeup inserted into magazines. column inch   The basic unit by which publishers bill for advertising. It is one vertical inch of a column. Until 1984, the column width in newspapers varied greatly. In 1984, the industry introduced the standard advertising unit (SAU) system, which standardized newspaper column width, page sizes, and ad sizes. Today, most newspapers—and virtually all dailies—have converted to the SAU system. A SAU column inch is 2 1/16 inches wide by 1 inch deep. combination offers   A sales promotion device in which two related products are packaged together at a special price, such as a razor and a package of blades. Sometimes a combination offer may be used to introduce a new product by tying its purchase to an established product at a special price. combination rates   Special newspaper advertising rates offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group. combo layout   A layout style that combines two or more other layout types to make an ad look more interesting. command headline   A type of headline that orders the reader to do something. communication element   Includes all marketing-related communications between the seller and the buyer. communications media   An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser's message. communications mix   A variety of marketing communications tools, grouped into personal and nonpersonal selling activities. community involvement   A local public relations activity in which companies sponsor or participate in a local activity or supply a location for an event. company conventions and dealer meetings   Events held by manufacturers to introduce new products, sales promotion programs, or advertising campaigns. comparative advertising   Advertising that claims superiority to competitors in one or more aspects. compiled list   A type of direct-mail list that has been compiled by another source, such as lists of automobile owners, new home purchasers, business owners, union members, and so forth. It is the most readily available type of list but offers the lowest response expectation. comprehensive layout   A facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. The "comp" is prepared so the advertiser can gauge the effect of the final ad. conceptualization   See visualization. conditioning theory   The theory that learning is a trialand- error process. Also called stimulus-response theory. consent decree   A document advertisers sign, without admitting any wrongdoing, in which they agree to stop objectionable advertising. consumer advertising   Advertising directed at the ultimate consumer of the product, or at the person who will buy the product for someone else's personal use. consumer advocates   Individuals and groups who actively work to protect consumer rights, often by investigating advertising complaints received from the public and those that grow out of their own research. consumer behavior   The activities, actions, and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants. consumer decision process   The series of steps a consumer goes through in deciding to make a purchase. consumer information networks   Organizations that help develop state, regional, and local consumer organizations and work with national, regional, county, and municipal consumer groups. Examples include the Consumer Federation of America (CFA), the National Council of Senior Citizens, and the National Consumer League. consumerism   Social action designed to dramatize the rights of the buying public. consumer magazines   Information- or entertainmentoriented periodicals directed toward people who buy products for their own consumption. consumers, consumer market   People who buy products and services for their own, or someone else's, personal use. consumer sales promotions   Marketing, advertising, and sales promotion activities aimed at inducing trial, purchase, and repurchase by the consumer. Also called pull strategy. contest   A sales promotion device for creating consumer involvement in which prizes are offered based on the skill of the entrants. continuity   The duration of an advertising message or campaign over a given period of time. continuous schedule   A method of scheduling media in which advertising runs steadily with little variation. continuous tone   Normal photographic paper produces images in black and white with shades of gray in between. contract rate   A special rate for newspaper advertising usually offered to local advertisers who sign an annual contract for frequent or bulk-space purchases. controlled circulation   A free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products. control room   In a recording studio, the place where the producer, director, and sound engineer sit, monitoring and controlling all the sounds generated in the sound studio. cookies   Small pieces of information that get stored in a computer's Web browser when one loads certain Web sites. Cookies keep track of whether a certain user has ever visited a specific site and allows the site to give users different information according to whether or not they are repeat visitors. cooperative (co-op) advertising   The sharing of advertising costs by the manufacturer and the distributor or retailer. The manufacturer may repay 50 or 100 percent of the dealer's advertising costs or some other amount based on sales. See also horizontal cooperative advertising, vertical cooperative advertising. copy   The words that make up the headline and message of an advertisement or commercial. copy cast   To forecast the total block of space the type in an ad will occupy in relation to the typeface's letter size and proportions. copy-heavy layout   A layout style used when the advertiser has a lot to say and visuals won't say it. Typically, a large dominant headline will run above or below the copy or even be framed by it. copy points   Copywriting themes in a product's advertising. copyright   An exclusive right granted by the Copyright Act to authors and artists to protect their original work from being plagiarized, sold, or used by another without their express consent. copywriters   People who create the words and concepts for ads and commercials. corporate advertising   The broad area of nonproduct advertising aimed specifically at enhancing a company's image and increasing lagging awareness. corporate identity advertising   Advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed. corporate objectives   Goals of the company stated in terms of profit or return on investment. Objectives may also be stated in terms of net worth, earnings ratios, growth, or corporate reputation. corrective advertising   May be required by the FTC for a period of time to explain and correct offending ads. cost efficiency   The cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium's total circulation. cost per rating point (CPP)   A simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determined by dividing the cost of the show by the show's expected rating against the target audience. cost per thousand (CPM)   A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles. coupon   A certificate with a stated value that is presented to a retail store for a price reduction on a specified item. cover date   The date printed on the cover of a publication. cover paper   Paper used on soft book covers, direct-mail pieces, and brochure covers that are thicker, tougher, and more durable than text paper. cover position   Advertising space on the front inside, back inside, and back cover pages of a publication which is usually sold at a premium price. CPM   See cost per thousand. CPP   See cost per rating point. creative boutique   An organization of creative specialists (such as art directors, designers, and copywriters) who work for advertisers and occasionally advertising agencies to develop creative concepts, advertising messages, and specialized art. A boutique performs only the creative work. creative brief   A written statement that serves as the creative team's guide for writing and producing an ad. It describes the most important issues that should be considered in the development of the ad (the who, why, what, where, and when), including a definition and description of the target audience; the rational and emotional appeals to be used; the product features that will satisfy the customer's needs; the style, approach, or tone that will be used in the copy; and, generally, what the copy will say. creative director   Heads a creative team of agency copywriters and artists that is assigned to a client's business; is ultimately responsible for the creative product—the form the final ad takes. creative mix   Those advertising elements the company controls to achieve its advertising objectives, including the target audience, the product concept, the communications media, and the advertising message. See also advertising strategy. creative process   The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways. creative pyramid   A five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, desire, and action. creatives   The people who work in the creative department, regardless of their specialty. creativity   Involves combining two or more previously unconnected objects or ideas into something new. crisis management   A company's plan for handling news and public relations during crises. culture   A homogeneous group's whole set of beliefs, attitudes, and ways of doing things, typically handed down from generation to generation. cume persons   The total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart. cume rating   The estimated number of cume persons expressed as a percentage of the total market population. current customers   People who have already bought something from a business and who may buy it regularly. customer lifetime value (LTV)   The total sales or profit value of a customer to a marketer over the course of that customer's lifetime. customers   The people or organizations who consume goods and services. See also centers of influence, current customers, and prospective customers. custom magazines   Magazine-length ads that look like regular magazines but are created by advertisers. They are sold at newsstands and produced by the same companies that publish traditional magazines. customer retention and relationship management (CRM)   A promotional program that focuses on existing clients rather than prospecting for new clients. Due to negative reaction to spam (unsolicited e-mail), e-mail programs are often focused on customer retention and relationship management (CRM) rather than prospecting. Customized MarketMail (CMM)   A class of mail, introduced by the United States Postal Service in 2003, that allows direct-mail advertisers to send pieces in unusual shapes without envelopes. CYMK printing   See four-color process. daily newspapers   Often called dailies, these newspapers are published at least five times a week, in either morning or evening editions. data access   Characteristic of a database that enables marketers to manipulate, analyze, and rank all the information they possess in order to make better marketing decisions. database   The corporate memory of all important customer information: name and address, telephone number, NAIC code (if a business firm), source of inquiry, cost of inquiry, history of purchases, and so on. It should record every transaction across all points of contact with both channel members and customers. database marketing   Tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs. data management   The process of gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in a company's database. daypart mix   A media scheduling strategy based on the TV usage levels reported by the rating services. decentralized system   The establishment of advertising departments by products or brands or in various divisions, subsidiaries, countries, regions, or other categories that suit the firm's needs, which operate with a major degree of independence. deceptive advertising   According to the FTC, any ad in which there is a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment. decline stage   The stage in the product life cycle when sales begin to decline due to obsolescence, new technology, or changing consumer tastes. decoding   The interpretation of a message by the receiver. demarketing   Term coined during energy shortage of the 1970s and 1980s when advertising was used to slow the demand for products. demographic editions   Magazines that reach readers who share a demographic trait, such as age, income level, or professional status. demographics   The statistical characteristics of the population. demographic segmentation   Based on a population's statistical characteristics such as sex, age, ethnicity, education, occupation, income, or other quantifiable factors. demonstration   A type of TV commercial in which the product is shown in use. departmental system   The organization of an ad agency into departments based on function: account services, creative services, marketing services, and administration. design   Visual pattern or composition of artistic elements chosen and structured by the graphic artist. designated market areas (DMAs)   The geographical areas in which TV stations attract most of their viewers. development stage   In the agency-client relationship, the honeymoon period when both agency and client are at the peak of their optimism and are most eager to quickly develop a mutually profitable mechanism for working together. device copy   Advertising copy that relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks or gimmicks. dialogue/monologue copy   A type of body copy in which the characters illustrated in the advertisement do the selling in their own words either through a quasi-testimonial technique or through a comic strip panel. digital interactive media   Electronic channels of communication— including online databases, the Internet, CD-ROMs, and stand-alone kiosks—with which the audience can participate actively and immediately. digital media   Channels of communication that join the logic of multimedia formats with the electronic system capabilities and controls of modern telephone, television, and computer technologies. digital proof   A prepress proof that uses inkjet technology and offers accuracy, lower cost, and speed. Also called an Iris. digital subscriber line (DSL)   Technology that transforms a traditional telephone line into a high-speed digital link to provide homes and small businesses with broadband Internet access. digital video effects (DVE)   unit In video, special-effects equipment for manipulating graphics on the screen to produce fades, wipes, zooms, rotations, and so on. DirecPC   Satellite-based system to connect with the Internet that offers very fast downloading—faster even than cable—but is still very expensive and requires a dial-up modem and separate phone line for sending material. direct distribution   The method of marketing in which the manufacturer sells directly to customers without the use of retailers. direct-mail advertising   All forms of advertising sent directly to prospective customers without using one of the commercial media forms. direct marketing   A system of marketing in which companies build their own database of customers and use a variety of media to communicate with them directly such as through ads and catalogs. director   The director supervises preproduction, production, and postproduction of radio and television commercials. directories   Listings, often in booklet form, that serve as locators, buying guides, and mailing lists. direct questioning   A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development. direct-response advertising   An advertising message that asks the reader, listener, or viewer to respond to the sender. Direct-response advertising can take the form of direct mail, or it can use a wide range of other media, from matchbook covers or magazines to radio, TV, or billboards. direct sales strategy   Strategy where representatives sell to customers directly at home or work rather than through a retail establishment or other intermediary. direct selling   Face-to-face selling away from a fixed retail location. Usually refers to a method of marketing consumer goods—everything from encyclopedias and insurance to cosmetics and nutritional products. display advertising   Type of newspaper advertising that includes copy, illustrations or photographs, headlines, coupons, and other visual components. display allowances   Fees paid to retailers to make room for and set up manufacturers' displays. display type   A style of typeface used in advertising that is larger and heavier than normal text type. Display type is often used in headlines, subheads, logos, and addresses, and for emphasis. distribution channel   The network of all the firms and individuals that take title, or assist in taking title, to the product as it moves from the producer to the consumer. distribution element   How and where customers will buy a company's product; either direct or indirect distribution. distribution objectives   Where, when, and how advertising should appear. diverting   Purchasing large quantities of an item at a regional promotional discount and shipping portions to areas of the country where the discount isn't being offered. DMA   See designated market areas. donut   When writing a jingle, a hole left for spoken copy. drama message   One of the three literary forms of advertising messages in which the characters act out events directly in front of an imagined empathetic audience. drive times   Radio use Monday through Friday at 6–10 a.m. and 3–7 p.m. DSL   See digital subscriber line. dubs   Duplicates of radio commercials made from the master tape and sent to stations for broadcast. dummy   A three-dimensional, handmade layout of a brochure or other multipage advertising piece put together, page for page, just like the finished product will eventually appear. dupes   Copies of a finished television commercial that are delivered to the networks or TV stations for airing. earned rate   A discount applied retroactively as the volume of advertising increases through the year. effective frequency   The average number of times a person must see or hear a message before it becomes effective. effective reach   Term used to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to truly be received. eight-sheet-foot posters   A type of outdoor advertising offering a 5-foot by 11-foot printing area on a panel surface 6 feet tall by 12 feet wide. Elaboration Likelihood Model   A theory of how persuasion occurs due to promotion communication. Psychologists Petty, Cacioppo, and Schumann theorize that the method of persuasion depends on the consumer's level of involvement with the product and the message. When consumers have a higher level of involvement with the product or the message, they will tend to comprehend product-related information, such as product attributes and benefits or demonstrations, at deeper, more elaborate levels. This can lead to product beliefs, positive brand attitudes, and purchase intention. On the other hand, people who have low involvement with the product or the message have little or no reason to pay attention to it or to comprehend the central message of the ad. As a result, direct persuasion is also low, and consumers form few if any brand beliefs, attitudes, or purchase intentions. However, these consumers might attend to some peripheral aspects of the ad or commercial—say, the pictures in the ad or the actors in a commercial—for their entertainment value. And whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad. See also central route to persuasion and peripheral route to persuasion. electronic couponing   In supermarkets, the use of frequent- shopper cards that automatically credit cardholders with coupon discounts when they check out. Also using touch-screen videos at the point of purchase, instant-print discounts, rebates, and offers to try new brands. electronic media   Radio and television, which may be transmitted electronically through wires or broadcast through the air. electronic production   The process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media. electronic signs   Large displays that provide text and graphic messages, similar to those found in sports stadiums. e-mail advertising   Has become one of the fastest growing and most effective ways to provide direct mail. emotional appeals   Marketing appeals that are directed at the consumer's psychological, social, or symbolic needs. empirical research method   A method of allocating funds for advertising that uses experimentation to determine the best level of advertising expenditure. By running a series of tests in different markets with different budgets, companies determine the most efficient level of expenditure. endcap promotion   A merchandizing method that uses special displays on shelving at the end of aisles in a store. Endcap promotions usually highlight sale merchandise or new products. Such promotions are often one part of a large promotion program that includes coupons, discounts, or other enticements. encoding   Translating an idea or message into words, symbols, and illustrations. endorsement   See testimonial. entertainment   The second largest area of sponsorship, which includes things like concert tours, attractions, and theme parks. environments   Surroundings that can affect the purchase decision. equipment-based service   A service business that relies mainly on the use of specialized equipment. ethical advertising   Doing what the advertiser and the advertiser's peers believe is morally right in a given situation. evaluation of alternatives   Choosing among brands, sizes, styles, and colors. evaluative criteria   The standards a consumer uses for judging the features and benefits of alternative products. evoked set   The particular group of alternative goods or services a consumer considers when making a buying decision. exchange   The trading of one thing of value for another thing of value. exclusive distribution   The strategy of limiting the number of wholesalers or retailers who can sell a product in order to gain a prestige image, maintain premium prices, or protect other dealers in a geographic region. exhibitive media   Media designed specifically to help bring customers eyeball-to-eyeball with the product. These media include product packaging and trade show booths and exhibits. exhibits   A marketing or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows. experimental method   A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus. exploratory research   See informal research. Explorer role   A role in the creative process that searches for new information, paying attention to unusual patterns. exposure value   The value of a medium determined by how well it exposes an ad to the target audience. In other words, how many people an ad "sees" rather than the other way around. fact-based thinking   A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution. family brand   The marketing of various products under the same umbrella name. farm advertising   Advertising directed to farmers as businesspeople and to others in the agricultural business. Also called agricultural advertising. farm publications   Magazines directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services. FCC   See Federal Communications Commission. FDA   See Food and Drug Administration. feature article   Soft news about companies, products, or services that may be written by a PR person, the publication's staff, or a third party. Federal Communications Commission (FCC)   Federal regulatory body with jurisdiction over radio, television, telephone, and telegraph industries. Through its licensing authority, the FCC has indirect control over broadcast advertising. Federal Trade Commission (FTC)   The major federal regulator of advertising used to promote products sold in interstate commerce. fee-commission combination   A pricing system in which an advertising agency charges the client a basic monthly fee for its services and also retains any media commissions earned. feedback   A message that acknowledges or responds to an initial message. first-run syndication   Programs produced specifically for the syndication market. five   Ms The elements of the media mix that include markets, money, media, mechanics, and methodology. flat rate   A standard newspaper advertising rate with no discount allowance for large or repeated space buys. flats   Opaque plastic sheets that film negatives are mounted on in perfect registration; light passes through only where lines and dots are to appear on the printing plate. flighting   An intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all. focus group   A qualitative method of research in which four or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more. folders   Large, heavy-stock fliers, often folded and sent out as self-mailers. font   A uniquely designed set of capital, small capital, and lowercase letters, usually including numerals and punctuation marks. Food and Drug Administration (FDA)   Federal agency that has authority over the labeling, packaging, and branding of packaged foods and therapeutic devices. foreign media   The local media of each country used by advertisers for campaigns targeted to consumers or businesses within a single country. formal research   Collecting primary data directly from the marketplace using qualitative or quantitative methods. forward buying   A retailer's stocking up on a product when it is discounted and buying smaller amounts when it is at list price. four-color process   The method for printing color advertisements with tonal values, such as photographs and paintings. This process is based on the principle that all colors can be printed by combining the three primary colors—yellow, magenta (red), and cyan (blue)—plus black (which provides greater detail and density as well as shades of gray). four Ps   See marketing mix. fragrance strips   Perfume samples included in sealed inserts in magazines. franchising   A type of vertical marketing system in which dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer. freestanding inserts (FSIs)   Coupons distributed through inserts in newspapers. frequency   The number of times the same person or household is exposed to a vehicle in a specified time span. Across a total audience, frequency is calculated as the average number of times individuals or homes are exposed to the vehicle. frequency discounts   In newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period. FTC   See Federal Trade Commission. full position   In newspaper advertising, the preferred position near the top of a page or on the top of a column next to reading matter. It is usually surrounded by editorial text and may cost the advertiser 25 to 50 percent more than ROP rates. full-service advertising agency   An agency equipped to serve its clients in all areas of communication and promotion. Its advertising services include planning, creating, and producing advertisements as well as performing research and media selection services. Nonadvertising functions include producing sales promotion materials, publicity articles, annual reports, trade show exhibits, and sales training materials. full showing   A unit of purchase in transit advertising where one card will appear in each vehicle in the system. game   A sales promotion activity in which prizes are offered based on chance. The big marketing advantage of games is that customers must make repeat visits to the dealer to continue playing. gatefold   A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium. general consumer agency   An agency that represents the widest variety of accounts, but it concentrates on companies that make goods purchased chiefly by consumers. geodemographic segmentation   Combining demographics with geographic segmentation to select target markets in advertising. geographic editions   Magazines that target geographic markets and have different rates for ads. geographic segmentation   A method of segmenting markets by geographic regions based on the shared characteristics, needs, or wants of people within the region. global advertising   Advertising used by companies that market their products, goods, or services throughout various countries around the world with messages that remain consistent. global marketers   Multinationals that use a standardized approach to marketing and advertising in all countries. global positioning system (GPS)   New satellite-based system whereby outdoor advertising companies give their customers the exact latitude and longitude of particular boards. Media buyers, equipped with sophisticated new software on their desktop computers, can then integrate this information with demographic market characteristics and traffic counts to determine the best locations for their boards without ever leaving the office. goods   Tangible products such as suits, soap, and soft drinks. government markets   Governmental bodies that buy products for the successful coordination of municipal, state, federal, or other government activities. gross impressions   The total of all the audiences delivered by a media plan. gross rating points (GRPs)   The total audience delivery or weight of a specific media schedule. It is computed by dividing the total number of impressions by the size of the target population and multiplying by 100, or by multiplying the reach, expressed as a percentage of the population, by the average frequency. In television, gross rating points are the total rating points achieved by a particular media schedule over a specific period. For example, a weekly schedule of five commercials with an average household rating of 20 would yield 100 GRPs. In outdoor advertising, a 100 gross rating point showing (also called a number 100 showing) covers a market fully by reaching 9 out of 10 adults daily over a 30-day period. group system   System in which an ad agency is divided into a number of little agencies or groups, each composed of an account supervisor, account executives, copywriters, art directors, a media director, and any other specialists required to meet the needs of the particular clients being served by the group. growth stage   The period in a product life cycle that is marked by market expansion as more and more customers make their first purchases while others are already making their second and third purchases. GRPs   See gross rating points. guaranteed circulation   The number of copies of a magazine that the publisher expects to sell. If this figure is not reached, the publisher must give a refund to advertisers. habit   An acquired or developed behavior pattern that has become nearly or completely involuntary. halftone plate   Plate that prints dots, the combination of which, when printed, produces an optical illusion of shading as in a photograph. halftone screen   A glass or plastic screen, crisscrossed with fine black lines at right angles like a window screen, which breaks continuous-tone artwork into dots so that it can be reproduced. halo effect   In ad pretesting, the fact that consumers are likely to rate the one or two ads that make the best first impression as the highest in all categories. headline   The words in the leading position of an advertisement—the words that will be read first or that are positioned to draw the most attention. hidden differences   Imperceptible but existing differences that may greatly affect the desirability of a product. hierarchy of needs   Maslow's theory that the lower biological or survival needs are dominant in human behavior and must be satisfied before higher, socially acquired needs become meaningful. home page   In Internet advertising, an advertiser's virtual storefront or gateway to more specific information about the company and its products. hook   The part of a jingle that sticks in your memory. horizontal cooperative advertising   Joint advertising effort of related businesses (car dealers, realtors, etc.) to create traffic for their type of business. horizontal publications   Business publications targeted at people with particular job functions that cut across industry lines, such as Purchasing magazine. households using TV (HUT)   The percentage of homes in a given area that have one or more TV sets tuned on at any particular time. If 1,000 TV sets are in the survey area and 500 are turned on, the HUT figure is 50 percent. house list   A company's most important and valuable directmail list, which may contain current, recent, and long-past customers or future prospects. house organs   Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company's advertising or public relations department or by its agency. icon   A pictorial image that represents an idea or thing. ideas   Economic, political, religious, or social viewpoints that advertising may attempt to sell. illustrators   The artists who paint, sketch, or draw the pictures we see in advertising. image advertising   Type of advertising intended to create a particular perception of the company or personality for the brand. imagery transfer   When advertisers run a schedule on TV and then convert the audio portion to radio commercials, fully 75 percent of consumers replay the video in their minds when they hear the radio spot. immersive advertising   Proprietary technique developed by Neopets.com for integrating an advertiser's products or services into the Web site experience. implied consumers   The consumers who are addressed by the ad's persona. They are not real, but rather imagined by the ad's creators to be ideal consumers—acquiescing in whatever beliefs the text requires. They are, in effect, part of the drama of the ad. incentive system   A form of compensation in which the agency shares in the client's success when a campaign attains specific, agreed-upon goals. independent production house   Supplier company that specializes in film or video production or both. independent research companies   Research firms that work outside of an agency. They may come in all sizes and specialties, and they employ staff statisticians, field interviewers, and computer programmers, as well as analysts with degrees in psychology, sociology, and marketing. independent shopping guide   Weekly local ad vehicles that may or may not contain editorial matter. They can be segmented into highly select market areas. in-depth interview   An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents' deeper feelings. individual brand   Assigning a unique name to each product a manufacturer produces. induced differences   Distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising, and advertising. industrial age   A historical period covering approximately the first seventy years of the twentieth century. This period was marked by tremendous growth and maturation of the U.S. industrial base   It saw the development of new, often inexpensive brands of the luxury and convenience goods we now classify as consumer packaged goods. industrializing age   The period of time from the mid- 1700s through the end of World War I when manufacturers were principally concerned with production. industrial markets   Individuals or companies that buy products needed for the production of other goods or services such as plant equipment and telephone systems. infomercial   A long TV commercial that gives consumers detailed information about a product or service; see also program-length advertisement. informal research   The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory research. informational motives   The negatively originated motives, such as problem removal or problem avoidance, that are the most common energizers of consumer behavior. in-house agency   Agency wholly owned by an advertiser and set up and staffed to do all the work of an independent full-service agency. in kind   The donation of goods and services as payment for some service such as a sponsorship. inquiry test   A form of test in which consumer responses to an ad for information or free samples are tabulated. insert   An ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper. insertion order   A form submitted to a newspaper or magazine when an advertiser wants to run an advertisement. This form states the date(s) on which the ad is to run, its size, the requested position, and the rate. inside card   A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the windows of a bus. institutional advertising   A type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. The effects of institutional advertising are intended to be long term rather than short range. institutional copy   A type of body copy in which the advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product. in-store sampling   The handing out of free product samples to passing shoppers. integrated commercial   A straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption. integrated marketing communications (IMC)   The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make constructive contact with the company/brand through a variety of media. intellectual property   Something produced by the mind, such as original works of authorship including literary, dramatic, musical, artistic, and certain other "intellectual" works, which may be legally protected by copyright, patent, or trademark. intensive distribution   A distribution strategy based on making the product available to consumers at every possible location so that consumers can buy with a minimum of effort. intensive techniques   Qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groups. interactive agency   An advertising agency that specializes in the creation of ads for a digital interactive medium such as Web pages, CD-ROMs, or electronic kiosks. interactive   TV A personal audience venue where people can personally guide TV programming through a remote control box while watching TV. interconnects   Groups of cable systems joined together for advertising purposes. interior paragraphs   Text within the body copy of an ad where the credibility and desire steps of the message are presented. international advertising   Advertising aimed at foreign markets. international agency   An advertising agency that has offices or affiliates in major communication centers around the world and can help its clients market internationally or globally. international media   Media serving several countries, usually without change, available to an international audience. international structure   Organization of companies with foreign marketing divisions, typically decentralized and responsible for their own product lines, marketing operations, and profits. Internet   A worldwide network of computer systems that facilitates global electronic communications via e-mail, the World Wide Web, ftp, and other data protocols. Currently the fastest growing medium for advertising. Internet service provider (ISP)   Companies which offer consumer and business access to the Internet. interpersonal influences   Social influences on the consumer decision-making process, including family, society, and cultural environment. interstitial   Animated screens, often advertisements, which pop up momentarily as the computer searches for and downloads information for a requested Web page. Also known as splash pages. interview   See in-depth interview. introductory phase   The initial phase of the product life cycle (also called the pioneering phase) when a new product is introduced, costs are highest, and profits are lowest. inventory   Commercial time for advertisers. island half   A half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price. italic   A style of printing type with letters that generally slant to the right. jingle   A musical commercial, usually sung with the sales message in the verse. job jacket   In the preproduction phase, a place to store the various pieces of artwork and ideas that will be generated throughout the process. Judge role   A role in the creative process that evaluates the results of experimentation and decides which approach is more practical. junior unit   A large magazine advertisement (60 percent of the page) placed in the middle of a page and surrounded by editorial matter. kerning   The measurement of the space between individual letters of text. keyword   A single word that a user inputs into an Internet search engine to request information that is similar in subject matter to that word. Advertisers may buy keywords from search engines so that their advertisements appear when a user inputs the purchased word. kicker   A subhead that appears above the headline. Also known as overline. kiosks   Interactive computers in a stand-alone cabinet that make information available 24 hours a day even in remote areas. layout   An orderly formation of all the parts of an advertisement. In print, it refers to the arrangement of the headline, subheads, visuals, copy, picture captions, trademarks, slogans, and signature. In television, it refers to the placement of characters, props, scenery, and product elements, the location and angle of the camera, and the use of lighting. See also design. leading   The measurement of the space between separate lines of text (pronounced ledding). lead-in paragraph   In print ads, a bridge between the headlines, the subheads, and the sales ideas presented in the text. It transfers reader interest to product interest. learning   A relatively permanent change in thought processes or behavior that occurs as a result of reinforced experience. letter shop   A firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing. licensed brands   Brand names that other companies can buy the right to use. lifestyle technique   Type of commercial in which the user is presented rather than the product. Typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers. lifetime customer value (LTCV)   A measurement of a consumer's economic value to a company over the course of his or her entire lifetime which comes from developing lasting relationships. limen   Our threshold of perception. line film   The product of a photograph shot with orthographic film which yields a high-contrast black-and-white image with no gray tones. line plate   A printing plate used to produce black-and-white artwork from line film linkage media In direct marketing, media that help prospects and customers link up with a company. list broker   An intermediary who handles rental of mailing lists for list owners on a commission basis. live action   The basic production technique in television that portrays real people and settings, as opposed to animation. lobbying   Informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client. local advertising   Advertising by businesses within a city or county directed toward customers within the same geographical area. local agency   Advertising agency that specializes in creating advertising for local businesses. local city magazine   Most major U.S. cities have one of these publications. Typical readership is upscale, professional people interested in local arts, fashion, and business. local time   Radio spots purchased by a local advertiser. location   Shooting away from the studio. Location shooting adds realism but can also be a technical and logistical nightmare, often adding cost and many other potential problems. logotype   Special design of the advertiser's name (or product name) that appears in all advertisements. Also called a signature cut, it is like a trademark because it gives the advertiser individuality and provides quick recognition at the point of purchase. long-term macro arguments   Criticisms of advertising that focus on the social or environmental impact of marketing. loss-leader advertising   Advertising that promotes drastically discounted goods to create an impression of storewide low prices and thereby increases traffic in the store. Loss-leader merchandise may be offered at or below retailer cost in order to encourage the sales of more profitable merchandise. lot   Acreage outside a studio that is shielded from stray, offsite sounds. Magazine Publishers Association (MPA)   A trade group made up of more than 230 publishers who represent 1,200 magazines. It compiles circulation figures on ABC member magazines and promotes greater and more effective use of magazine advertising. mail-response list   A type of direct-mail list, composed of people who have responded to the direct-mail solicitations of other companies, especially those whose efforts are complementary to the advertiser's. maintenance stage   In the client-agency relationship, the day-to-day interaction that, when successful, may go on for years. makegoods   TV spots that are aired to compensate for spots that were missed or run incorrectly. management (account) supervisors   Managers who supervise account executives and who report to the agency's director of account services. mandatories   The address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information. market   A group of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of a media plan. marketer   Any person or organization that has products, services, or ideas to sell. marketing   The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations. marketing communications   The various efforts and tools companies use to initiate and maintain communication with customers and prospects, including solicitation letters, newspaper ads, event sponsorships, publicity, telemarketing, statement stuffers, and coupons, to mention just a few. marketing information system (MIS)   A set of procedures for generating an orderly flow of pertinent information for use in making market decisions. marketing mix   Four elements, called the 4Ps (product, price, place, and promotion), that every company has the option of adding, subtracting, or modifying in order to create a desired marketing strategy. marketing objectives   Goals of the marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives. marketing plan   The plan that directs the company's marketing effort. First, it assembles all the pertinent facts about the organization, the markets it serves, and its products, services, customers, and competition. Second, it forces the functional managers within the company to work together— product development, production, selling, advertising, credit, transportation—to focus efficiently on the customer. Third, it sets goals and objectives to be attained within specified periods of time and lays out the precise strategies that will be used to achieve them. marketing public relations (MPR)   The use of public relations activities as a marketing tool. marketing research   The systematic gathering, recording, and analysis of information to help managers make marketing decisions. marketing strategy   The statement of how the company is going to accomplish its marketing objectives. The strategy is the total directional thrust of the company, that is, the how-to of the marketing plan, and is determined by the particular blend of the marketing mix elements (the 4 Ps) which the company can control. market prep corporate advertising   Corporate advertising that is used to set the company up for future sales; it simultaneously communicates messages about the products and the company. market segmentation   Strategy of identifying groups of people or organizations with certain shared needs and characteristics within the broad markets for consumer or business products and aggregating these groups into larger market segments according to their mutual interest in the product's utility. markup   A source of agency income gained by adding some amount to a supplier's bill, usually 17.65 percent. mass audience venue   One category of digital media based on audience size, where hundreds of people are in the live audience and millions more are watching at home. mass media   Print or broadcast media that reach very large audiences. Mass media include radio, television, newspapers, magazines, and billboards. master tape   The final recording of a radio commercial, with all the music, sound, and vocals mixed, from which dubs (duplicates) are recorded and sent to radio stations for broadcast. maturity stage   That point in the product life cycle when the market has become saturated with products, the number of new customers has dwindled, and competition is most intense. mechanical   The set type and illustrations or photographs pasted into the exact position in which they will appear in the final ad. Also called a pasteup, this is then used as the basis for the next step in the reproduction process. mechanics   One of the five Ms of the media mix; dealing creatively with the available advertising media options. media   A plural form of medium, referring to communications vehicles paid to present an advertisement to its target audience. Most often used to refer to radio and television networks, stations that have news reporters, and publications that carry news and advertising. media buyer   Person responsible for negotiating and contracting the purchase of advertisement space and time in various media. media-buying service   An organization that specializes in purchasing and packaging radio and television time. media classes   Broad media categories of electronic, print, outdoor, and direct mail. media commission   Compensation paid by a medium to recognized advertising agencies, usually 15 percent (162/3 percent for outdoor), for advertising placed with it. Mediamark Research, Inc. (MRI)   MRI conducts personal interviews to determine readership patterns, reports the audience and demographics for leading magazines and newspapers, and publishes annual studies on markets and decision makers. media planning   The process that directs advertising messages to the right people in the right place at the right time. media research   The systematic gathering and analysis of information on the reach and effectiveness of media vehicles. media subclasses   Smaller divisions of media classes, such as radio, TV, magazines, newspapers, and so on. media units   Specific units of advertising in each type of medium, such as half-page magazine ads, 30-second spots, and so on. media vehicles   Particular media programs or publications. medium   An instrument or communications vehicle that carries or helps transfer a message from the sender to the receiver. Plural is media. See also media. mental files   Stored memories in the consumer's mind. merchandise   Synonymous with product concept when used in reference to the 5Ms of advertising testing. message   In oral communication, the idea formulated and encoded by the source and sent to the receiver. message strategy   The specific determination of what a company wants to say and how it wants to say it. The elements of the message strategy include verbal, nonverbal, and technical components; also called rationale. message weight   The total size of the audience for a set of ads or an entire campaign. meta ad   An advertisement displayed on the results page of a search, specific to the searched term. methodology   The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives. mixed interlock   The edited version of a filmed television commercial mixed with the finished sound track. Used for initial review and approval prior to being duplicated for airing. mixed-media approach   Using a combination of advertising media vehicles in a single advertising campaign. mnemonic device   A gimmick used to dramatize the product benefit and make it memorable, such as the Imperial Margarine crown or the Avon doorbell. mobile billboard   A cross between traditional billboards and transit advertising; some specially designed flatbed trucks carry long billboards up and down busy thoroughfares. Mondrian grid layout   A layout style that uses a series of vertical and horizontal lines, rectangles, and squares within a predetermined grid to give geometric proportion to an ad. money   In media planning, one of the five elements in the media mix. montage layout   Similar to the circus layout, the montage layout brings multiple illustrations together and arranges them by superimposing or overlapping them to make a single composition. motivation   The underlying drives that stem from the conscious or unconscious needs of the consumer and contribute to the individual consumer's purchasing actions. motivation value   A consideration in selecting media based on the medium's ability to motivate people to act. Positive factors include prestige, good quality reproduction, timeliness, and editorial relevance. motives   Emotions, desires, physiological needs, or similar impulses that may incite consumers to action. MPA   See Magazine Publishers Association. MSN TV   A service offered by Microsoft that allows individuals to access Internet services (such as e-mail and traditional Web pages) using special hardware and a typical television set instead of a computer. multimedia presentation   Presenting information or entertainment using several communications media simultaneously. multinational corporations   Corporations operating and investing throughout many countries and making decisions based on availabilities worldwide. musical commercial   See jingle. musical logo   A jingle that becomes associated with a product or company through consistent use. NAD   See National Advertising Division. NAICS   See North American Industry Classification System. NARB   See National Advertising Review Board. NARC   See National Advertising Review Council. narrative copy   A type of body copy that tells a story. It sets up a problem and then creates a solution using the particular sales features of the product or service as the key to the solution. narrative message   Advertising in which a third person tells a story about others to an imagined audience. narrowband   A type of digital data transmission in which wires carry only one signal (channel) at a time. Examples of narrowband transmission include many telephone calls and most transmissions between computers and peripheral devices such as printers. national advertisers   Companies which advertise in several geographic regions or throughout the country. national advertising   Advertising used by companies that market their products, goods, or services in several geographic regions or throughout the country. National Advertising Division (NAD)   The National Advertising Division of the Council of Better Business Bureaus. It investigates and monitors advertising industry practices. National Advertising Review Board (NARB)   A fivemember panel, composed of three advertisers, one agency representative, and one layperson, selected to review decisions of the NAD. National Advertising Review Council (NARC)   An organization founded by the Council of Better Business Bureaus and various advertising industry groups to promote and enforce standards of truth, accuracy, taste, morality, and social responsibility in advertising. national agency   Advertising agencies that produce and place the quality of advertising suitable for national campaigns. national brands   Product brands that are marketed in several regions of the country. national magazines   Magazines that are distributed throughout a country. national rate   A newspaper advertising rate that is higher, attributed to the added costs of serving national advertisers. needs   The basic, often instinctive, human forces that motivate us to do something. need-satisfying objectives   A marketing objective that shifts management's view of the organization from a producer of products or services to a satisfier of target market needs. negatively originated motives   Consumer purchase and usage based on problem removal or problem avoidance. To relieve such feelings, consumers actively seek a new or replacement product. network marketing   A method of direct distribution in which individuals act as independent distributors for a manufacturer or private-label marketer. networks   Any of the national television or radio broadcasting chains or companies such as ABC, CBS, NBC, or Fox. Networks offer the large advertiser convenience and efficiency because the message can be broadcast simultaneously throughout the country. news/information headline   A type of headline that includes many of the "how-to" headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information. Newspaper Association of America (NAA)   The promotional arm of the American Newspaper Publishers Association and the nation's newspaper industry. Newspaper Space Bank (NSB)   An online database service through which advertisers can buy canceled, unsold, or remnant space in major market newspapers at deeply discounted rates after normal closings. news release   A typewritten sheet of information (usually 8 1/2 by 11 inches) issued to print and broadcast outlets to generate publicity or shed light on a subject of interest. Also called press release. NLEA   See Nutritional Labeling and Education Act. noise   The sender's advertising message competing daily with hundreds of other commercial and noncommercial messages. noncommercial advertising   Advertising sponsored by or for a charitable institution, civic group, religious order, political organization, or some other nonprofit group to stimulate donations, persuade people to vote one way or another, or bring attention to social causes. nonpersonal communication   Marketing activities that use some medium as an intermediary for communication, including advertising, direct marketing, public relations, collateral materials, and sales promotion. nonpersonal influences   Factors influencing the consumer decision-making process that are often out of the consumer's control, such as time, place, and environment. nonpersonal selling   All selling activities that use some medium as an intermediary for communication, including advertising, public relations, sales promotion, and collateral materials. nonprobability samples   Research samples that do not provide every unit in the population with an equal chance of being included. As a result, there is no guarantee that the sample will be representative. nonproduct advertising   Advertising designed to sell ideas or a philosophy rather than products or services. nonproduct facts   Product claims not about the brand but about the consumer or the social context in which the consumer uses the brand. nonverbal   Communication other than through the use of words, normally visual. North American Industry Classification System (NAICS) codes   Method used by the U.S. Department of Commerce to classify all businesses. The NAICS codes are based on broad industry groups, subgroups, and detailed groups of firms in similar lines of business. Nutritional Labeling and Education Act (NLEA)   A 1994 congressional law setting stringent legal definitions for terms such as fresh, light, low fat, and reduced calorie; setting standard serving sizes; and requiring labels to show food value for one serving alongside the total recommended daily value as established by the National Research Council. objectives   See marketing objectives. objective/task method   A method of determining advertising allocations, also referred to as the budget-buildup method, that defines objectives and how advertising is to be used to accomplish them. It has three steps: defining the objectives, determining strategy, and estimating the cost. observation method   A method of research used when researchers actually monitor people's actions. off-network syndication   The availability of programs that originally appeared on networks to individual stations for rebroadcast. on camera   Actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene. 100 showing   The basic unit of sale for billboards or posters is 100 gross rating points daily. One rating point equals 1 percent of a particular market's population. on-sale date   The date a magazine is actually issued. open rate   The highest rate for a one-time insertion in a newspaper. opinion leader   Someone whose beliefs or attitudes are respected by people who share an interest in some specific activity. opinion sampling   A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods. opportunity to see (OTS)   A possible exposure of an advertising message to one audience member. Also called an advertising impression. Effective frequency is considered to be three or more opportunities-to-see over a four-week period; but no magic number works for every commercial and every product. organizational buyers   People who purchase products and services for use in business and government. orthographic film   A high-contrast photographic film yielding only black-and-white images, no gray tones. outdoor advertising   An out-of-home medium in the form of billboards. out-of-home media   Media such as outdoor advertising (billboards) and transit advertising (bus and car cards) that reach prospects outside their homes. outside posters   The variety of transit advertisements appearing on the outside of buses, including king size, queen size, traveling display, rear of bus, and front of bus. overlay   On a pasteup, a piece of clear plastic containing a second image from which a second printing plate can be made for color printing. overline   See kicker. packaging   The container for a product—encompassing the physical appearance of the container and including the design, color, shape, labeling, and materials used. PageRank   Google algorithm for determining how to rank order Web sites in response to a search query. paid circulation   The total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales. painted bulletins   A type of outdoor advertising meant for long-term use and that works best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure. PANTONE Matching System® (PMS)   A collection of colors that are premixed according to a formula and given a specific color number. PANTONE® swatch books feature over 100 colors in solid and screened blocks printed on different paper finishes. participation basis   The basis on which most network television advertising is sold, with advertisers buying 30- or 60-second segments within the program. This allows the advertiser to spread out the budget and makes it easier to get in and out of a program without a long-term commitment. pasteup   See mechanical. patent   A grant made by the government that confers upon the creator of an invention the sole right to make, use, and sell that invention for a set period of time. people-based service   A service that relies on the talents and skills of individuals rather than on highly technical or specialized equipment. percentage-of-sales method   A method of advertising budget allocation based on a percentage of the previous year's sales, the anticipated sales for the next year, or a combination of the two. perceptible differences   Differences between products that are visibly apparent to the consumer. perception   Our personalized way of sensing and comprehending stimuli. perceptual screens   The physiological or psychological perceptual filters that messages must pass through. peripheral route to persuasion   One of two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers. People who have low involvement with the product or message have little or no reason to pay attention to it or to comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad or commercial for their entertainment value. Whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad. At some later date, these ad-related meanings could be activated to form some brand attitude or purchase intention. Typical of advertising for many everyday low-involvement purchases such as many consumer packaged goods: soap, cereal, toothpaste, and chewing gum. See also Elaboration Likelihood Model. persona   A real or imaginary spokesperson who lends some voice or tone to an advertisement or commercial. personal audience venue   A category of digital media based on audience size; where one person in front of a personal computer can receive multimedia information. personal communication   Marketing activities that include all person-to-person contact with customers. personal processes   The three internal, human operations— perception, learning, and motivation—that govern the way consumers discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. personal selling   A sales method based on person-toperson contact, such as by a salesperson at a retail establishment or by a telephone solicitor. persuasion   A change in thought process or behavior that occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling). philanthropy   Support for a cause without any commercial incentive. photographers   The artists who use cameras to create visuals for advertisements. physiological screens   The perceptual screens that use the five senses—sight, hearing, touch, taste, and smell—to detect incoming data and measure the dimension and intensity of the physical stimulus. picture-caption copy   A type of body copy in which the story is told through a series of illustrations and captions rather than through the use of a copy block alone. picture-window layout   Layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area. Also known as poster-style format or Ayer No. 1. platform licensing   A fee paid to original software developers for the special key codes that access multimedia programs on certain computer networks. point   In retailing, the place of business. In typography, the measurement of the size and height of a text character. There are 72 points to an inch. point-of-purchase (P-O-P) advertising   Materials set up at a retail location to build traffic, advertise the product, and promote impulse buying. Materials may include window displays, counter displays, floor and wall displays, streamers, and posters. polybagging   Samples are delivered in plastic bags with the daily newspaper or a monthly magazine. pop-up ad   A three-dimensional magazine ad. portal   Large Web site that seeks to attract large Internet audiences by providing a range of services and information. position   The way in which a product is ranked in the consumer's mind by the benefits it offers, by the way it is classified or differentiated from the competition, or by its relationship to certain target markets. positioning strategy   An effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs. positively originated motives   Consumer's motivation to purchase and use a product based on a positive bonus that the product promises, such as sensory gratification, intellectual stimulation, or social approval. postcards   Cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic. posters   For public relations purposes, signs that impart product information or other news of interest to consumers, or that are aimed at employee behavior, such as safety, courtesy, or waste reduction. poster-style format   Layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area. Also known as picture-window layout and Ayer No. 1. postindustrial age   Period of cataclysmic change, starting in about 1980, when people first became truly aware of the sensitivity of the environment in which we live. postproduction phase   The finishing phase in commercial production—the period after recording and shooting when a radio or TV commercial is edited and sweetened with music and sound effects. postpurchase dissonance   See theory of cognitive dissonance. postpurchase evaluation   Determining whether a purchase has been a satisfactory or unsatisfactory one. posttesting   Testing the effectiveness of an advertisement after it has been run. preemption rates   Lower TV advertising rate that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing to pay a higher rate. preferred position rate   A choice position for a newspaper or magazine ad for which a higher rate is charged. preindustrial age   Period of time between the beginning of written history and roughly the start of the nineteenth century, during which the invention of paper and the printing press and increased literacy gave rise to the first forms of written advertising. premium   An item offered free or at a bargain price to encourage the consumer to buy an advertised product. prepress phase   The process of converting page art and visuals into materials (generally film negatives and color separation) needed for printing. preprinted inserts   Newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Preprints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper. preproduction phase   The period of time before the actual recording or shooting of a commercial—the planning phase in commercial production. prerelationship stage   The initial stage in the clientagency relationship before they officially do business. presenter commercial   A commercial format in which one person or character presents the product and sales message. press agentry   The planning of activities and the staging of events to attract attention to new products or services and to generate publicity about the company or organization that will be of interest to the media. press kit   A package of publicity materials used to give information to the press at staged events such as press conferences or open houses. Also, a package of sales material promoting a specific media vehicle. Also called a media kit. press release   See news release. pretesting   Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups. price element   In the marketing mix, the amount charged for the good or service—including deals, discounts, terms, warranties, and so on. The factors affecting price are market demand, cost of production and distribution, competition, and corporate objectives. primary circulation   The number of people who receive a publication, whether through direct purchase or subscription. primary data   Research information gained directly from the marketplace. primary demand   Consumer demand for a whole product category. primary demand trend   The projection of future consumer demand for a whole product category based on past demand and other market influences. primary motivation   The pattern of attitudes and activities that help people reinforce, sustain, or modify their social and self-image. An understanding of the primary motivation of individuals helps advertisers promote and sell goods and services. prime time   Highest level of TV viewing (8 P.M. to 11 P.M. EST). printer   Business that employs or contracts with highly trained specialists who prepare artwork for reproduction, operate digital scanning machines to make color separations and plates, operate presses and collating machines, and run binderies. print media   Any commercially published, printed medium, such as newspapers and magazines, that sells advertising space to a variety of advertisers. print production manager   Manager who oversees the entire production process, including reproduction of visuals in full color, shooting and editing of scenes, precise specification and placement of type, and the checking, approving, duplicating, and shipping of final art, negatives, tape, or film to the communication media. print production process   The systematic process a layout for an ad or a brochure goes through from concept to final printing. The four major phases are preproduction, production, prepress, and printing and distribution. privacy rights   Of or pertaining to an individual's right to prohibit personal information from being divulged to the public. private audience venue   A category of digital media based on audience size; where meetings, conferences, and seminars use computer-driven multimedia presentations to inform, persuade, remind, and entertain people. private labels   Personalized brands applied by distributors or dealers to products supplied by manufacturers. Private brands are typically sold at lower prices in large retail chain stores. process   A planned series of actions or methods that take place sequentially, such as developing products, pricing them strategically, making them available to customers through a distribution network, and promoting them through sales and advertising activities. producer   For electronic media, the person responsible for keeping the project moving smoothly and under budget, while maintaining the required level of quality through every step of the production process. product   The particular good or service a company sells. See also product concept. product advertising   Advertising intended to promote goods and services; also a functional classification of advertising. product concept   The consumer's perception of a product as a "bundle" of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, as an element of the creative mix used by advertisers to develop advertising strategy, it is the bundle of product values the advertiser presents to the consumer. product element   The most important element of the marketing mix: the good or service being offered and the values associated with it—including the way the product is designed and classified, positioned, branded, and packaged. production phase   An element of creative strategy. The whole physical process of producing ads and commercials; also the particular phase in the process when the recording and shooting of commercials is done. product life cycle   Progressive stages in the life of a product—including introduction, growth, maturity, and decline— that affect the way a product is marketed and advertised. product placement   Paying a fee to have a product included in a movie. professional advertising   Advertising directed at individuals who are normally licensed to operate under a code of ethics or set of professional standards. program-length advertisement (PLA)   A long-form television commercial that may run as long as an hour; also called an infomercial. programming format   The genre of music or other programming style that characterizes and differentiates radio stations from each other (i.e., contemporary hit radio, country, rock, etc.). program rating   The percentage of TV households in an area that are tuned in to a specific program. projective techniques   In marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. The purpose is to get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives. proof copy   A copy of the completed advertisement that is used to check for final errors and corrections. prospective customers   People who are about to make an exchange or are considering it. provocative headline   A type of headline written to provoke the reader's curiosity so that, to learn more, the reader will read the body copy. psychographics   The grouping of consumers into market segments on the basis of psychological makeup—values, attitudes, personality, and lifestyle. psychographic segmentation   Method of defining consumer markets based on psychological variables including values, attitudes, personality, and lifestyle. psychological screens   The perceptual screens consumers use to evaluate, filter, and personalize information according to subjective standards, primarily emotions and personality. public affairs   All activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups. publicity   The generation of news about a person, product, or service that appears in broadcast or print media. public notices   For a nominal fee, newspapers carry these legal changes in business, personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports. public relations (PR)   The management function that focuses on the relationships and communications that individuals and organizations have with other groups (called publics) for the purpose of creating mutual goodwill. The primary role of public relations is to manage a company's reputation and help build public consent for its enterprises. public relations activities   Publicity, press agentry, sponsorships, special events, and public relations advertising used to create public awareness and credibility—at low cost—for the firm. public relations advertising   Advertising that attempts to improve a company's relationship with its publics (labor, government, customers, suppliers, etc.). publics   In PR terminology, employees, customers, stockholders, competitors, suppliers, or general population of customers are all considered one of the organization's publics. puffery   Exaggerated, subjective claims that can't be proven true or false such as "the best," "premier," or "the only way to fly." pull strategy Marketing, advertising, and sales promotion activities aimed at inducing trial purchase and repurchase by consumers. pulsing   Mixing continuity and flighting strategies in media scheduling. purchase occasion   A method of segmenting markets on the basis of when consumers buy and use a good or service. push money (PM)   A monetary inducement for retail salespeople to push the sale of particular products. Also called spiffs. push strategy   Marketing, advertising, and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople. Inducements might include introductory price allowances, distribution allowances, and advertising dollar allowances to stock the product and set up displays. qualitative research   Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle. quantitative research   Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations. question headline   A type of headline that asks the reader a question. radio personality   A disk jockey or talk show host. random probability samples   A sampling method in which every unit in the population universe is given an equal chance of being selected for the research. rate base   With magazines, the circulation figure on which the publisher bases its rates. rate card   A printed information form listing a publication's advertising rates, mechanical and copy requirements, advertising deadlines, and other information the advertiser needs to know before placing an order. rating   The percentage of homes or individuals exposed to an advertising medium. rating services   These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners. rational appeal   Marketing appeals that are directed at the consumer's practical, functional need for the product or service. rationale   See message strategy. reach   The total number of different people or households exposed to an advertising schedule during a given time, usually four weeks. Reach measures the unduplicated extent of audience exposure to a media vehicle and may be expressed either as a percentage of the total market or as a raw number. readers per copy (RPC)   Variable used to determine the total reach of a given print medium. RPC is multiplied by the number of vendor and subscription sales to determine the total audience size. reading notice   A variation of a display ad designed to look like editorial matter. It is sometimes charged at a higher space rate than normal display advertising, and the law requires that the word advertisement appear at the top. rebates   Cash refunds on items from cars to household appliances. recall tests   Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched. receiver   In oral communication, this party decodes the message to understand it and responds by formulating a new idea, encodes it, and sends it back. recency planning   Erwin Ephron's theory that most advertising works by influencing the brand choice of consumers who are ready to buy, suggesting that continuity of advertising is most important. recruitment advertising   A special type of advertising, most frequently found in the classified sections of daily newspapers and typically the responsibility of a personnel department aimed at attracting employment applications. reference groups   People we try to emulate or whose approval concerns us. regional advertiser   Companies that operate in one part of the country and market exclusively to that region. regional advertising   Advertising used by companies that market their products, goods, or services in a limited geographic region. regional agency   Advertising agency that focuses on the production and placement of advertising suitable for regional campaigns. regional publications   Magazines targeted to a specific area of the country, such as the West or the South. regular price-line advertising   A type of retail advertising designed to inform consumers about the services available or the wide selection and quality of merchandise offered at regular prices. relationship marketing   Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value. reliability   An important characteristic of research test results. For a test to be reliable, it must be repeatable, producing the same result each time it is administered. reputation management   In public relations, the name of the long-term strategic process to manage the standing of the firm with various publics. reseller markets   Individuals or companies that buy products for the purpose of reselling them. resellers   Businesses that buy products from manufacturers or wholesalers and then resell the merchandise to consumers or other buyers; also called middlemen. These businesses do not change or modify the goods before they resell them. Resellers make their profits by selling the goods they buy for more than they paid. The most common examples of resellers are retail stores and catalog retailers. Internet retailers comprise a growing portion of the reseller business segment. residual fee   Payment to the talent if the commercial is extended beyond its initially contracted run. resources axis   A term in the Values and Lifestyles (VALS) typology relating to the range of psychological, physical, demographic, and material capacities that consumers can draw upon. The resources axis includes education, income, self-confidence, health, eagerness to buy, and energy level. retail advertising   Advertising sponsored by retail stores and businesses. retainer method   See straight-fee method. reverse knockout   Area within a field of printed color on a page that is free of ink and allows the paper's surface to show. RFM formula   The RFM formula is a mathematical model that provides marketers with a method to determine the most reliable customers in a company's database, according to Recency, Frequency, and Monetary variables. rich mail   Technology that allows graphics, video, and audio to be included in an e-mail message. rich media ads   The graphical animations and ads with audio and video elements that overlay the Web page or even float over the page. Most common types include animated banners, interstitials, superstitials, and rich mail. roadblocking   Buying simultaneous airtime on all four television networks. ROP advertising rates Run of paper   A term referring to a newspaper's normal discretionary right to place a given ad on any page or in any position it desires—in other words, where space permits. Most newspapers make an effort to place an ad in the position requested by the advertiser. rough   Penciled sketch of a proposed design or layout. run of paper   See ROP advertising rates. run of station (ROS)   Leaving placement of radio spots up to the station in order to achieve a lower ad rate. sale advertising   A type of retail advertising designed to stimulate the movement of particular merchandise or generally increase store traffic by placing the emphasis on special reduced prices. sales letters   The most common form of direct mail. Sales letters may be typewritten, typeset and printed, printed with a computer insert (such as your name), or fully computer typed. sales promotion   A direct inducement offering extra incentives all along the marketing route—from manufacturers through distribution channels to customers—to accelerate the movement of the product from the producer to the consumer. sales promotion department   In larger agencies, a staff to produce dealer ads, window posters, point-of-purchase displays, and dealer sales material. sales-target objectives   Marketing objectives that relate to a company's sales. They should be specific as to product and market, quantified as to time and amount, and realistic. They may be expressed in terms of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross profit. sales test   A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company's marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads. sample   A portion of the population selected by market researchers to represent the appropriate targeted population. Also, a free trial of a product. sample unit   The actual individuals chosen to be surveyed or studied. sampling   Offering consumers a free trial of the product, hoping to convert them to habitual use. sans serif   A type group that is characterized by a lack of serifs. SAU   See standard advertising unit. scale   The regular charge for talent and music agreed to in the union contract. script   Format for radio and television copywriting resembling a two-column list showing dialog and/or visuals. seal   A type of certification mark offered by such organizations as the Good Housekeeping Institute and Underwriters' Laboratories when a product meets standards established by these institutions. Seals provide an independent, valued endorsement for the advertised product. search engines   Web sites that are devoted to finding and retrieving requested information from the World Wide Web. Because search engines are the gatekeepers to information on the Internet they are extremely popular with advertisers. secondary data   Information that has previously been collected or published. secondary (pass-along) readership   The number of people who read a publication in addition to the primary purchasers. selective demand   Consumer demand for the particular advantages of one brand over another. selective distribution   Strategy of limiting the distribution of a product to select outlets in order to reduce distribution and promotion costs. selective perception   The ability of humans to select from the many sensations bombarding their central processing unit those sensations that fit well with their current or previous experiences, needs, desires, attitudes, and beliefs, focusing attention on some things and ignoring others. self-concept   The images we carry in our minds of the type of person we are and who we desire to be. self-mailer   Any type of direct-mail piece that can travel by mail without an envelope. Usually folded and secured by a staple or a seal, self-mailers have a special blank space for the prospect's name and address. serif   The most popular type group that is distinguished by smaller lines or tails called serifs that finish the ends of the main character strokes and by variations in the thickness of the strokes. services   A bundle of benefits that may or may not be physical, that are temporary in nature, and that come from the completion of a task. session   The time when the recording and mixing of a radio commercial takes place. share   The percentage of homes with TV sets in use (HUT) tuned to a specific program. share-of-market/share-of-voice method   A method of allocating advertising funds based on determining the firm's goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firm's budget. short rate   The rate charged to advertisers who, during the year, fail to fulfill the amount of space for which they have contracted. This is computed by determining the difference between the standard rate for the lines run and the discount rate contracted. short-term manipulative arguments   Criticisms of advertising that focus on the style of advertising (e.g., that it is manipulative or deceptive). showing   A traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage. For example, a 100 showing provides an even and thorough coverage of the entire market. signature cut   See logotype. Simmons Market Research Bureau (SMRB)   A syndicated research organization that publishes magazine readership studies. situation analysis   A factual statement of the organization's current situation and how it got there. It includes relevant facts about the company's history, growth, products and services, sales volume, share of market, competitive status, market served, distribution system, past advertising programs, results of market research studies, company capabilities, and strengths and weaknesses. slice of life   A type of commercial consisting of a dramatization of a real-life situation in which the product is tried and becomes the solution to a problem. slogan   A standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief, memorable positioning statement. slotting allowances   Fees that manufacturers pay to retailers for the privilege of obtaining shelf or floor space for a new product. social classes   Traditional divisions in societies by sociologists— upper, upper-middle, lower-middle, and so on—who believed that people in the same social class tended toward similar attitudes, status symbols, and spending patterns. social responsibility   Acting in accordance with what society views as best for the welfare of people in general or for a specific community of people. source   In oral communication, this party formulates the idea, encodes it as a message, and sends it via some channel to the receiver. spam   Unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup. special effects   Unusual visual effects created for commercials. special events   Scheduled meetings, parties, and demonstrations aimed at creating awareness and understanding for a product or company. spectaculars   Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas. speculative presentation   An agency's presentation of the advertisement it proposes using in the event it is hired. It is usually made at the request of a prospective client and is often not paid for by the client. speechwriting   Function of a public relations practitioner to write speeches for stockholder meetings, conferences, conventions, etc. spiff   See push money. spillover media   Foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country. split runs   A feature of many newspapers (and magazines) that allows advertisers to test the comparative effectiveness of two different advertising approaches by running two different ads of identical size, but different content, in the same or different press runs on the same day. sponsor   The company or organization ultimately responsible for the message and distribution of an advertisement. Although the sponsor is often not the author, the sponsor typically pays for the creation of the ad and its distribution. sponsorial consumers   A group of decision makers at the sponsor's company or organization who decide if an ad will run or not, typically composed of executives and managers who have the responsibility for approving and funding a campaign. sponsorship   The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials. spot announcements   An individual commercial message run between programs but having no relationship to either. Spots may be sold nationally or locally. They must be purchased by contacting individual stations directly. spot radio   National advertisers' purchase of airtime on individual stations. Buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy. SRDS   See Standard Rate and Data Service. stakeholders   In relationship marketing, customers, employees, centers of influence, stockholders, the financial community, and the press. Different stakeholders require different types of relationships. standard advertising unit (SAU)   A system of standardized newspaper advertisement sizes that can be accepted by all standard-sized newspapers without consideration of their precise format or page size. This system allows advertisers to prepare one advertisement in a particular size or SAU and place it in various newspapers regardless of the format. standardized outdoor advertising   Specialized system of outdoor advertising structures located scientifically to deliver an advertiser's message to an entire market. Standard Rate and Data Service (SRDS)   A publisher of media information directories that eliminate the necessity for advertisers and their agencies to obtain rate cards for every publication. standard-size newspaper   The standard newspaper size, measuring approximately 22 inches deep and 13 inches wide and is divided into six columns. statement stuffers   Advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies. stimulus   Physical data that can be received through the senses. stimulus-response theory   Also called conditioning theory. Some stimulus triggers a consumer's need or want, and this in turn creates a need to respond. stock posters   A type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers. storyboard   A sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views. storyboard roughs   A rough layout of a television commercial in storyboard form. straight announcement   The oldest type of radio or television commercial, in which an announcer delivers a sales message directly into the microphone or on-camera or does so off-screen while a slide or film is shown on-screen. straight-fee (retainer) method   A method of compensation for ad agency services in which a straight fee, or retainer, is based on a cost-plus-fixed-fees formula. Under this system, the agency estimates the amount of personnel time required by the client, determines the cost of that personnel, and multiplies by some factor. straight-sell copy   A type of body copy in which the text immediately explains or develops the headline and visual in a straightforward attempt to sell the product. stripping   Assembling line and halftone negatives into one single negative, which is then used to produce a combination plate. subculture   A segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture. subhead   Secondary headline in advertisements that may appear above or below the headline or in the text of the ad. Subheads are usually set in a type size smaller than the headline but larger than the body copy or text type size. They may also appear in boldface type or in a different ink color. subliminal advertising   Advertisements with messages (often sexual) supposedly embedded in illustrations just below the threshold of perception. substantiation   Evidence that backs up cited survey findings or scientific studies that the FTC may request from a suspected advertising violator. Sunday supplement   A newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock. supers   Words superimposed on the picture in a television commercial. suppliers   People and organizations that assist both advertisers and agencies in the preparation of advertising materials, such as photography, illustration, printing, and production. survey   A basic method of quantitative research. To get people's opinions, surveys may be conducted in person, by mail, on the telephone, or via the Internet. sweepstakes   A sales promotion activity in which prizes are offered based on a chance drawing of entrants' names. The purpose is to encourage consumption of the product by creating consumer involvement. SWOT analysis   An acronym for internal strengths and weaknesses and external opportunities and threats, which represent the four categories used by advertising managers when reviewing a marketing plan. The SWOT analysis briefly restates the company's current situation, reviews the target market segments, itemizes the long- and short-term marketing objectives, and cites decisions regarding market positioning and the marketing mix. syndication   See barter syndication, first-run syndication, off-network syndication. synergy   An effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components. tabloid newspaper   A newspaper sized generally about half as deep as a standard-sized newspaper; it is usually about 14 inches deep and 11 inches wide. tactics   The precise details of a company's marketing strategy that determine the specific short-term actions that will be used to achieve its marketing objectives. tagline   See slogan. take-ones   In transit advertising, pads of business reply cards or coupons, affixed to interior advertisements for an extra charge, that allow passengers to request more detailed information, send in application blanks, or receive some other product benefit. talent   The actors in commercials. target audience   The specific group of individuals to whom the advertising message is directed. target market   The market segment or group within the market segment toward which all marketing activities will be directed. target marketing process   The sequence of activities aimed at assessing various market segments, designating certain ones as the focus of marketing activities, and designing marketing mixes to communicate with and make sales to these targets. taxicab exteriors   In transit advertising, internally illuminated, two-sided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear. tearsheet   The printed ad cut out and sent by the publisher to the advertiser as a proof of the ad's print quality and that it was published. technical   One of the three components of message strategy, it refers to the preferred execution approach and mechanical outcome including budget and scheduling limitations. telemarketing   Selling products and services by using the telephone to contact prospective customers. telephone sales   See telemarketing. Teleprompter   A two-way mirror mounted on the front of a studio video camera that reflects moving text to be read by the speaker being taped. television households (TVHH)   Households with TV sets. terminal posters   One-sheet, two-sheet, and three-sheet posters in many bus, subway, and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such attention getters as floor displays, island showcases, illuminated signs, dioramas (threedimensional scenes), and clocks with special lighting and moving messages. termination stage   The ending of a client-agency relationship. testimonials   The use of satisfied customers and celebrities to endorse a product in advertising. test market   An isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout. text   See body copy. text paper   Range of less expensive papers that are lightweight. More porous versions are used in printing newspapers and finer, glossier versions are used for quality printed materials like magazines and brochures. text type   The smaller type used in the body copy of an advertisement. themeline   See slogan. theory of cognitive dissonance   The theory that people try to justify their behavior by reducing the degree to which their impressions or beliefs are inconsistent with reality. 30-sheet poster panel   The basic outdoor advertising structure; it consists of blank panels with a standardized size and border. Its message is first printed on large sheets of paper and then mounted by hand on the panel. 3-D ads   Magazine ads requiring the use of 3-D glasses. thumbnail   A rough, rapidly produced pencil sketch that is used for trying out ideas. top-down marketing   The traditional planning process with four main elements: situation analysis, marketing objectives, marketing strategy, and tactics or action programs. total audience   The total number of homes reached by some portion of a TV program. This figure is normally broken down to determine the distribution of the audience into demographic categories. total audience plan (TAP)   A radio advertising package rate that guarantees a certain percentage of spots in the better dayparts. total bus   A special transit advertising buy that covers the entire exterior of a bus, including the front, rear, sides, and top. trade advertising   The advertising of goods and services to middlemen to stimulate wholesalers and retailers to buy goods for resale to their customers or for use in their own businesses. trade concentration   More products being sold by fewer retailers. trade deals   Short-term dealer discounts on the cost of a product or other dollar inducements to sell a product. trademark   Any word, name, symbol, device, or any combination thereof adopted and used by manufacturers or merchants to identify their goods and distinguish them from those manufactured or sold by others. trade promotions   See push strategy. trade shows   Exhibitions where manufacturers, dealers, and buyers of an industry's products can get together for demonstrations and discussion; expose new products, literature, and samples to customers; and meet potential new dealers for their products. transformational motives   Positively originated motives that promise to "transform" the consumer through sensory gratification, intellectual stimulation, and social approval. Also called reward motives. transit advertising   An out-of-home medium that actually includes three separate media forms: inside cards; outside posters; and station, platform, and terminal posters. transit shelter advertising   A newer form of out-ofhome media, where advertisers can buy space on bus shelters and on the backs of bus-stop seats. transnational (global) markets   Consumer, business, and government markets located in foreign countries. trap   Where, in the printing process, one color overlays the edge of another to keep the paper from showing through. trial close   In ad copy, requests for the order that are made before the close in the ad. TV households (TVHH)   The number of households in a market area that own television sets. type families   Related typefaces in which the basic design remains the same but in which variations occur in the proportion, weight, and slant of the characters. Variations commonly include light, medium, bold, extra bold, condensed, extended, and italic. typography   The art of selecting, setting, and arranging type. UHF (ultrahigh frequency)   Television channels 14 through 83; about half of the U.S. commercial TV stations are UHF. unfair advertising   According to the FTC, advertising that causes a consumer to be "unjustifiably injured" or that violates public policy. Universal Product Code (UPC)   An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good. universe   An entire target population. usage rates   The extent to which consumers use a product: light, medium, or heavy. user status   Six categories into which consumers can be placed, which reflect varying degrees of loyalties to certain brands and products. The categories are sole users, semisole users, discount users, aware nontriers, trial/rejectors, and repertoire users. U.S. Patent and Trademark Office   Bureau within the U.S. Department of Commerce that registers and protects patents and trademarks. utility   A product's ability to provide both symbolic or psychological want satisfaction and functional satisfaction. A product's problem-solving potential may include form, time, place, or possession utility. validity   An important characteristic of a research test. For a test to be valid, it must reflect the true status of the market. value   The ratio of perceived benefits to the price of the product. value-based thinking   A style of thinking where decisions are based on intuition, values, and ethical judgments. venue marketing   A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack. verbal   Words, written or spoken. vertical cooperative advertising   Co-op advertising in which the manufacturer provides the ad and pays a percentage of the cost of placement. vertical marketing system (VMS)   A centrally programmed and managed system that supplies or otherwise serves a group of stores or other businesses. vertical publications   Business publications aimed at people within a specific industry; for example, Restaurants & Institutions. VHF (very high frequency)   Television channels 2 through 13; about half of the U.S. commercial TV stations are VHF. video brochure   A type of video advertising which advertises the product and is mailed to customers and prospects. video news release (VNR)   A news or feature story prepared in video form and offered free to TV stations. viral marketing   The Internet version of word-of-mouth advertising e-mail. visualization   The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said. visuals   All of the picture elements that are placed into an advertisement. voice-over   In television advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard. volume discount   Discount given to advertisers for purchasing print space or broadcast time in bulk quantities. volume segmentation   Defining consumers as light, medium, or heavy users of products. wants   Needs learned during a person's lifetime. Warrior role   A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization. Web browser   Computer program that provides computer users with a graphical interface to the World Wide Web. Web design houses   Art/computer studios that employ specialists who understand the intricacies of HTML and Java programming languages and can design ads and Internet Web pages that are both effective and cost efficient. Web page   A single page out of an online publication of the World Wide Web, known as a Web site. Web sites are made up of one or more Web pages and allow individuals or companies to provide information and services with the public through the Internet. Web site   On the Internet, a place where a company or organization is located. weekly newspapers   Newspapers that are published once a week and characteristically serve readers in small urban or suburban areas or farm communities with exclusive emphasis on local news and advertising. word-count method   A method of copy casting in which all the words in the copy are counted and then divided by the number of words per square inch that can be set in a particular type style and size, as given in a standard table. work print   The first visual portion of a filmed commercial assembled without the extra effects or dissolves, titles, or supers. At this time, scenes may be substituted, music and sound effects added, or other changes made. World Wide Web (WWW)   A hypertext-based, distributed information system designed to be interpreted by Web browsers such as Internet Explorer or Mozilla Firefox. writing paper   Form of plain, lightweight paper commonly used for printing fliers and for letterhead.
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