Glossary of Marketing, Advertising, Internet, and Promotion Terms
1. advertising appeal
The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.
2. advertising campaign
A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
3. advertising creativity
The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
4. advertising manager
The individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.
5. advertising specialties
Items used as giveaways to serve as a reminder or stimulate remembrance of a company or brand such as calendars, T-shirts, pens, key tags, and the like. Specialties are usually imprinted with a company or brand name and other identifying marks such as an address and phone number.
6. advertising substantiation
A Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisements.
7. affidavit
Notarized record of commercial announcements aired by a station, listing broadcast date and time.
8. affordable method
A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation.
9. agate line
The basic unit of newspaper space equal to one column in width and 1/14 inch in height (i.e., agate lines per inch).
10. agency evaluation process
The process by which a company evaluates the performance of its advertising agency. This process includes both financial and qualitative aspects.
11. balance-of-trade deficit
A situation where the monetary value of country's imports exceeds its exports.
12. BAR
Broadcasting Advertiser Reports, an organization that monitors and reports on network and selected spot TV and network radio commercial activity. The information is useful in determining competitive spending and scheduling patterns.
13. barter
Exchange of advertising time and/or product mentions for merchandise supplied by the advertiser.
14. benefit segmentation
A method of segmenting markets on the basis of the major benefits consumers seek in a product or service.
15. billings
The amount of client money agencies spend on media purchase and other equivalent activities. Billings are often as a way of measuring the size of advertising agencies.
16. bleed
An advertisement in which all or part of the graphic material runs to the margins of the page. A premium of 15% over the basic rate is usually charged.
17. body copy
The main text portion of a print ad. Also often referred to as copy.
18. bonus packs – Special packaging that provides consumers with extra quantity of merchandise at no extra charge over the regular price.
19.bonus spot
A free announcement added to a schedule, most often to compensate for scheduling problems or to increase total volume of a package.
20. bounce back coupon
A coupon offer made to consumers as an inducement to repurchase the brand.
21. campaign
The entire advertising effort conducted within a predetermined time frame, usually with one set of advertising objectives.
22. cancellation date
The final date for deleting ordered media activity.
23. carryover effect
A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period.
24. cash discount
A discount allowed by print media, usually 2% of the net, to encourage prompt payment (e.g., within 10 days)
25. category extension
The strategy of applying an existing brand name to a new product category.
26. channel
The method or medium by which communication travels from a source or sender to a receiver.
27. city zone
A category used for newspaper circulation figures that refers to a market areas composed of the city where paper is published and contiguous areas similar in character to the city.
28. clearance
To obtain a period of time in order to broadcast a program on a local station. Also refers to the ability of a station to air a schedule as ordered.
29. clients
The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
30. closing date
The final date for contracting to run an ad in a newspaper or magazine.
สมัครสมาชิก:
ส่งความคิดเห็น (Atom)
ไม่มีความคิดเห็น:
แสดงความคิดเห็น