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Advertising
Chapters 12-17 vocab
| Word | Definition |
|---|---|
| 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. |
| audience composition | The distribution of an audience into demographic or other categories. |
| 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. |
| 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. |
| broadcast | TV Television sent over airwaves as opposed to over cables. |
| cable | TV Television signals carried to households by cable and paid by subscription. |
| 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. |
| 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. |
| daypart mix | A media scheduling strategy based on the TV usage levels reported by the rating services. |
| designated market areas (DMAs) | The geographical areas in which TV stations attract most of their viewers. |
| drive times | Radio use Monday through Friday at 6–10 a.m. and 3–7 p.m. |
| first-run syndication | Programs produced specifically for the syndication market. |
| gross impressions | The total of all the audiences delivered by a media plan. |
| 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. |
| 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. |
| infomercial | A long TV commercial that gives consumers detailed information about a product or service; see also program-length advertisement. |
| inventory | Commercial time for advertisers. |
| local time | Radio spots purchased by a local advertiser. |
| makegoods | TV spots that are aired to compensate for spots that were missed or run incorrectly. |
| 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. |
| off-network syndication | The availability of programs that originally appeared on networks to individual stations for rebroadcast. |
| 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-te |
| 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. |
| prime time | Highest level of TV viewing (8 P.M. to 11 P.M. EST). |
| program-length advertisement (PLA) | A long-form television commercial that may run as long as an hour; also called an infomercial. |
| program rating | The percentage of TV households in an area that are tuned in to a specific program. |
| 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.). |
| 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. |
| run of station (ROS) | Leaving placement of radio spots up to the station in order to achieve a lower ad rate. |
| 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 sp |
| 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. |
| 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. |
| TV households (TVHH) | The number of households in a market area that own television sets. |
| UHF (ultrahigh frequency) | Television channels 14 through 83; about half of the U.S. commercial TV stations are UHF. |
| VHF (very high frequency) | Television channels 2 through 13; about half of the U.S. commercial TV stations are VHF. |
| 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 m |
| 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 |
| 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. |
| broadband | A type of digital data transmission that enables a single wire to carry multiple signals simultaneously. |
| 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. |
| business reply mail | A type of mail that enables the recipient of direct-mail advertising to respond without paying postage. |
| 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. |
| cable modem | A system of connecting with the Internet that offers high-speed data transfer direct to the computer. |
| catalogs | Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer. |
| 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. |
| 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 advert |
| 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. |
| 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 expec |
| 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 w |
| 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. |
| 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 |
| 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 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. |
| direct-mail advertising | All forms of advertising sent directly to prospective customers without using one of the commercial media forms. |
| directories | Listings, often in booklet form, that serve as locators, buying guides, and mailing lists. |
| e-mail advertising | Has become one of the fastest growing and most effective ways to provide direct mail. |
| folders | Large, heavy-stock fliers, often folded and sent out as self-mailers. |
| 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. |
| interactive | TV A personal audience venue where people can personally guide TV programming through a remote control box while watching TV. |
| 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. |
| 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. |
| 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 w |
| kiosks | Interactive computers in a stand-alone cabinet that make information available 24 hours a day even in remote areas. |
| letter shop | A firm that stuffs envelopes, affixes labels, calculates postage, sorts pieces into stacks or bundles, and otherwise prepares items for mailing. |
| list broker | An intermediary who handles rental of mailing lists for list owners on a commission basis. |
| 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. |
| 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. |
| portal | Large Web site that seeks to attract large Internet audiences by providing a range of services and information. |
| postcards | Cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic. |
| 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. |
| 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. |
| 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. |
| 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. |
| 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. |
| 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 sp |
| statement stuffers | Advertisements enclosed in the monthly customer statements mailed by department stores, banks, utilities, or oil companies. |
| viral marketing | The Internet version of word-of-mouth advertising e-mail. |
| Web browser | Computer program that provides computer users with a graphical interface to the World Wide Web. |
| 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. |
| 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. |
| basic bus | In transit advertising, all the inside space on a group of buses, which thereby gives the advertiser complete domination. |
| 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. |
| 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. |
| 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. |
| car-end posters | Transit advertisements of varying sizes, positioned in the bulkhead. |
| cinema advertising | Advertising in movie theaters. |
| directories | Listings, often in booklet form, that serve as locators, buying guides, and mailing lists. |
| 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. |
| electronic signs | Large displays that provide text and graphic messages, similar to those found in sports stadiums. |
| 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. |
| 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. |
| full showing | A unit of purchase in transit advertising where one card will appear in each vehicle in the system. |
| 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 inform |
| immersive advertising | Proprietary technique developed by Neopets.com for integrating an advertiser's products or services into the Web site experience. |
| inside card | A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the windows of a bus. |
| mobile billboard | A cross between traditional billboards and transit advertising; some specially designed flatbed trucks carry long billboards up and down busy thoroughfares. |
| 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. |
| 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. |
| packaging | The container for a product—encompassing the physical appearance of the container and including the design, color, shape, labeling, and materials used. |
| premium | An item offered free or at a bargain price to encourage the consumer to buy an advertised product. |
| product placement | Paying a fee to have a product included in a movie. |
| 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. |
| spectaculars | Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas. |
| standardized outdoor advertising | Specialized system of outdoor advertising structures located scientifically to deliver an advertiser's message to an entire market. |
| 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. |
| 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. |
| 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. |
| 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, illum |
| advertising impression | A possible exposure of the advertising message to one audience member |
| advertising response curve | Studies of this indicate that incremental response to advertising actually diminishes—rather than builds—with repeated exposure. |
| 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. |
| audience objectives | Definitions of the specific types of people the advertiser wants to reach. |
| 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. |
| 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. |
| 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. |
| 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. |
| 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. |
| 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. |
| 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. |
| distribution objectives | Where, when, and how advertising should appear. |
| 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. |
| 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. |
| five Ms | The elements of the media mix that include markets, money, media, mechanics, and methodology. |
| flighting | An intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all. |
| 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. |
| 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 popu |
| 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 variou |
| 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 adve |
| media planning | The process that directs advertising messages to the right people in the right place at the right time. |
| media vehicles | Particular media programs or publications. |
| message weight | The total size of the audience for a set of ads or an entire campaign. |
| methodology | The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives. |
| mixed-media approach | Using a combination of advertising media vehicles in a single advertising campaign. |
| money | In media planning, one of the five elements in the media mix. |
| 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. |
| 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 commercia |
| pulsing | Mixing continuity and flighting strategies in media scheduling. |
| rating | The percentage of homes or individuals exposed to an advertising medium. |
| 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 t |
| 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. |
| 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. |
| roadblocking | Buying simultaneous airtime on all four television networks. |
| spillover media | Foreign media aimed at a national population that are inadvertently received by a substantial number of the consumers in a neighboring country. |
| synergy | An effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components. |
| television households (TVHH) | Households with TV sets. |
| advertising allowance | Either a percentage of gross purchases or a flat fee paid to the retailer for advertising the manufacturer's product. |
| 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. |
| catalogs | Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer. |
| 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. |
| 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 |
| company conventions and dealer meetings | Events held by manufacturers to introduce new products, sales promotion programs, or advertising campaigns. |
| 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. |
| 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, vertica |
| coupon | A certificate with a stated value that is presented to a retail store for a price reduction on a specified item. |
| customer lifetime value (LTV) | The total sales or profit value of a customer to a marketer over the course of that customer's lifetime. |
| 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. |
| data management | The process of gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in a company's database. |
| 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 c |
| database marketing | Tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs. |
| 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. |
| 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 billbo |
| 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 allowances | Fees paid to retailers to make room for and set up manufacturers' displays. |
| 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. |
| 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. |
| forward buying | A retailer's stocking up on a product when it is discounted and buying smaller amounts when it is at list price. |
| freestanding inserts (FSIs) | Coupons distributed through inserts in newspapers. |
| in-store sampling | The handing out of free product samples to passing shoppers. |
| personal selling | A sales method based on person-toperson contact, such as by a salesperson at a retail establishment or by a telephone solicitor. |
| 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. |
| premium | An item offered free or at a bargain price to encourage the consumer to buy an advertised product. |
| 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, dist |
| rebates | Cash refunds on items from cars to household appliances. |
| 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. |
| 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. |
| sampling | Offering consumers a free trial of the product, hoping to convert them to habitual use. |
| slotting allowances | Fees that manufacturers pay to retailers for the privilege of obtaining shelf or floor space for a new product. |
| 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. |
| telemarketing | Selling products and services by using the telephone to contact prospective customers. |
| 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. |
| 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. |
| 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 e |
| audiovisual materials | Slides, films, filmstrips, and videocassettes that may be used for training, sales, or public relations 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. |
| 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. |
| crisis management | A company's plan for handling news and public relations during crises. |
| entertainment | The second largest area of sponsorship, which includes things like concert tours, attractions, and theme parks. |
| 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. |
| 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. |
| 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. |
| 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 rang |
| lobbying | Informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client. |
| 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. |
| marketing public relations (MPR) | The use of public relations activities as a marketing tool. |
| news release | A typewritten sheet of information (usually 8 1 |
| opinion sampling | A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods. |
| philanthropy | Support for a cause without any commercial incentive. |
| 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. |
| 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. |
| 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. |
| 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 |
| 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. |
| publicity | The generation of news about a person, product, or service that appears in broadcast or print media. |
| publics | In PR terminology, employees, customers, stockholders, competitors, suppliers, or general population of customers are all considered one of the organization's publics. |
| 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. |
| reputation management | In public relations, the name of the long-term strategic process to manage the standing of the firm with various publics. |
| speechwriting | Function of a public relations practitioner to write speeches for stockholder meetings, conferences, conventions, etc. |
| 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 sp |
| venue marketing | A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack. |
| video news release (VNR) | A news or feature story prepared in video form and offered free to TV stations. |
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callieco