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 Student Resources Study Guide: Advertising Services Glossary A B C D E F G H I J K L M N O P Q R S T U V W X Y Z ad click The action when an Internet user clicks on a display ad to get more information. ad click rate The number of ad clicks relative to the number of ad views. ad views The number of times a display ad appears on a page an Internet user is viewing. ad layout A rough draft that shows the general arrangement and appearance of a finished print advertisement. advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. advertising agencies Companies that work jointly
with business clients to develop advertising campaigns.
advertising campaign The creation and coordination
of a series of advertisements (both broadcast and print) around a particular theme
to promote a product.
advertising proof Prepared by a newspaper or magazine
to show exactly how an ad will appear in print.
affordability method A method for determining an
advertising budget by spending what money is available.
agate line A unit of measurement in newspapers that
equals 1/14th of an inch.
bait advertising An advertisement
that uses false pretenses to entice customers.
bandwidth A measure of the amount of data that can
be transferred through a given Internet connection.
banner ad A wide shallow rectangle at the top or
bottom of a Web page that provides a link to the advertiser's Web page.
billboard Outdoor advertising in the form of large,
standardized posters.
bleed An ad that runs to the edge of the paper,
not surrounded by white space.
brand A name, term, design, or symbol (or combination
of them) that identifies a business or organization and their products.
brand mark The part of the brand that is a symbol
or design.
brand name The word, group of words, letters, or
numbers representing a brand that can be spoken.
broadcast media Advertising that uses radio and
television.
broadside A direct-mail advertisement printed on
large, newspaper-size paper.
catalog A popular multi-page printed
brochure showing the products offered by a manufacturer or seller.
circulation The number of copies of a newspaper
or magazine that are produced on a regular basis.
co-branding strategy A branding strategy that combines
one or more brands to increase customer loyalty and sales for each individual
brand.
communication The process of exchanging information,
ideas, and feelings.
competitive parity method A method for determining
an advertising budget by matching advertising spending to what a competitor is
spending.
concentrated marketing strategy A strategy in which
a company tries to reach only a single target market.
cookie A piece of code in an online advertisement
that tracks where a visitor goes and what links they follow in a Web site.
cooperative advertising A cost-sharing arrangement
whereby both a supplier and a local advertiser pay for advertising.
copy The selling message in a written advertisement.
cost per thousand (CPM) The media cost of exposing
1,000 readers to an ad.
coverage area The area in which an advertiser's
message may be seen.
database A collection or file of
related information about a specific topic.
demographics Statistics that describe a population
in terms of personal characteristics.
desktop publishing A computer software program that
aids in graphic design and page layout.
differentiated marketing strategy A strategy in
which a company tries to reach only its target markets.
direct mail Advertisements sent through the mail,
usually to targeted recipients.
domain name The unique name that identifies a Web
site, such as mc-graw-hill.com.
dummy A rough layout of a direct mail piece that
shows the finished size, color, shape, and organization of the piece, particularly
for a multi-page instrument.
e-commerce The buying and selling
of goods through the Internet.
educational copy Advertising copy that is written
to educate the audience about the product or service.
emotional blocks Biases against the opinions expressed
by the sender that prevent a person from understanding a message.
emotional motive A feeling experienced by a customer
through association with a product.
esteem need A person's need to feel that they are
worthwhile.
e-tailing Retailers selling products to customers
over the Internet.
Federal Trade Commission (FTC) A
federal regulatory body, sometimes called the watchdog of the advertising industry,
that enforces laws related to advertising.
focal point The area of an advertisement to which
the eye is drawn.
Food, Drug, and Cosmetic Act A law that prohibits
false or misleading information on product labels.
full page An advertisement that covers a full page
of a newspaper or magazine, with no text on the page.
full position A premium space in newspaper advertising
in which an ad is run at the top of the column, with editorial on one side, or
with editorial on the top and side of the ad.
Generation X The more than 40 million
Americans born between 1965 and 1976.
Generation Y The 77 million Americans born between
1977 and 1997.
geographics Segmentation of the market based on
where people live.
GIF Graphics interchange format; the standard format
for graphics in Internet pages.
goods Products you can touch or hold in your hand.
headline The part of an advertisement
that gets the readers' attention, arouses their interest by providing a benefit,
and leads them to read the rest of the ad.
home page The first page of a Web site.
host A computer that holds information or software
used by other computers on a network or the Internet.
house organ A newsletter produced by a company to
send to its customers.
HTML Hyper text markup language; the standard programming
language for creating Web pages.
http Hyper text transfer protocol; the Internet's
standard method for transferring data from a server to a computer via a web browser.
illustration The photograph or drawing
used in a print advertisement.
impression A single viewing of a Web page.
industrial ad An advertisement placed by a business
aimed at other businesses or commercial buyers.
institutional advertising Advertising that attempts
to create a favorable impression and goodwill for a business or an organization.
interior display Any display inside a store created
to increase interest in the store's products.
IP address A unique numerical address assigned to
every computer on the Internet.
ISP Internet service provider; a company that provides
consumers access to the Internet.
java A programming language that
enables the creation of dynamic content.
jingle A short, catchy song played as part of an
advertisement.
JPEG The standard format for photographs on Web
pages.
Lanham Act A law passed in 1946
that established procedures for protecting trademarks.
layout The blueprint for a printed advertisement
that shows where the headline, illustration, copy, and logo will appear.
leader An item priced just above cost to lure customers.
leaflet A printed sheet that is printed, folded,
and mailed as part of a direct mail campaign or handed to customers.
local radio advertising Advertising done by a local
business for its target market.
loss leader An item priced at cost to draw customers
into a store.
love and belonging need A person's need to feel
that they are loved and are part of a group.
Magnuson-Moss Act A law passed in
1975 that created requirements for warranties.
manufacturer brand A brand owned and initiated by
a manufacturer; also called a producer brand.
market All potential customers who share common
needs and wants, and who have the ability and willingness to buy the product.
market position A business's relative standing in
relation to its competitors.
market research The systematic gathering, recording,
analyzing, and presentation of information related to marketing goods and services.
market segmentation A way of analyzing a market
by specific characteristics in order to create a target market.
market share A company's percentage of the total
sales volume generated by all competitors in given market.
marketing The process of developing, promoting,
and distributing products to satisfy customers' needs and wants.
marketing concept Businesses must satisfy customers'
needs and wants in order to make a profit.
marketing information system A set of procedures
and methods that regularly generates, stores, analyzes, and distributes marketing
information for use in making marketing decisions.
marketing mix Four basic marketing strategies, collectively
known as the four Ps-product, place, price, and promotion.
marketing niche An area in which a company is a
specialist, a very specific form of target marketing.
marketing research The marketing function that links
the consumer, customer, and public to the market through information.
marketplace Wherever two or more people agree to
buy and sell a product.
media The agencies, means, or instruments used to
convey advertising messages to the public.
media concentration theory The idea that for an
advertising message to be effective, it must be continually carried before the
public.
media research Marketing research that focuses on
issues of media selection and frequency.
message The idea that an advertiser wants to convey
through an advertisement.
monologue A conversational type of advertising copy.
national advertiser A company that
advertises to attract customers all over the country, including manufacturers
whose products are sold nationwide, and retailers with stores nationwide.
national spot radio advertising Radio advertising
by national firms to advertise on a local station-by-station basis.
network radio advertising An ad broadcast from a
studio to all affiliated radio stations throughout the country.
next reading position (NR) A newspaper advertising
position in which the ad is placed next to editorial copy.
objective-and-task method A method
of determining an advertising budget based on a company's objectives and the tasks
required to meet them.
one-price policy Pricing policy in which all customers
are charged the same price for goods and services.
online advertising Advertising messages on the Internet.
outdoor advertising Any form of advertising visible
in the outdoors, such as billboards, transit cards, and even sky writing by airplanes.
outdoor showings An advertising rate quoted by outdoor
advertisers based on how much of the market will see the advertisement.
paste-up A layout of a completed ad, with
all elements in their final position, but without color.
percentage-of-sales method A method for determining
an advertising budget based on a company's sales.
penetration pricing A pricing policy that sets a
very low initial price for a new product.
personal selling Any form of direct contact occurring
between a salesperson and a customer.
physiological needs A person's most basic needs:
food, shelter, and clothing.
pica One-sixth of an inch.
point-of-purchase display A product display near
a cash register or checkstand designed to encourage impulse buying, usually provided
by the manufacturer.
point-of-sale research A form of research that combines
natural observation with personal interviews in which people explain their buying
behavior.
positioning Creating perceptions for consumers about
what a product is and what it does.
premium Merchandise that is given away either for
free or with a small charge with a purchase.
presentation software Software applications used
to create slide shows or multimedia presentations.
press conference A meeting in which a business or
organization invites media members to hear an announcement about a newsworthy
event.
press kit A folder containing articles, news releases,
feature stories, and photographs about a company, product, or person.
prestige pricing Setting higher-than-average prices
to suggest status and prestige to the consumer.
price competition Competition that focuses on the
sale price of a product.
price discrimination A practice in which a firm
charges different prices to similar customers in similar situations.
price fixing An illegal practice in which competitors
agree on certain price ranges within which they set their own prices.
price lining A pricing technique in which a store
to offer all merchandise in a given category at certain prices, such as $10 and
$20.
price The value of money (or its equivalent) placed
on a good or service.
primary data Data obtained for the first time and
used specifically for the particular problem or issue under study.
print media Written advertising that may be included
in everything from newspapers and magazines to direct mail, signs, and billboards.
product depth The number of product items offered
within each product line.
product features Basic, physical, or extended attributes
of the product or purchase.
product item A specific model, brand, or size of
a product within a product line.
product life cycle The stages that a product goes
through during its life: introduction, growth, maturity, and decline.
product line A group of closely related products
that are manufactured or sold by a business.
product mix All of the different products that a
company makes or sells.
product modification An alteration in a company's
existing product.
product planning Making decisions about the features
that are needed to sell a business's products, services, or ideas.
product promotion Communication used by a business
to convince potential customers to buy a specific product.
product research Marketing research focused on evaluating
product design, package design, product usage, and consumer acceptance of new
and existing products.
product width The number of different product lines
a business manufactures or sells.
production costs The amount paid for studio facilities,
cameras, and recording equipment for an advertisement.
promotion Any form of communication a business or
organization uses to inform, persuade, or remind customers.
promotional advertising Advertising designed to
increase sales of a specific product or service.
promotional mix A combination of the different types
of promotion.
promotional pricing A psychological pricing technique
generally used in conjunction with sales promotions when prices are lower than
average.
promotional tie-ins Sales promotional arrangements
between one or more retailers or manufacturers.
psychographics Market segmentation based on social
and psychological characteristics.
psychological pricing A pricing technique that creates
an illusion for customers or that makes shopping easier for them.
publicity A specific kind of public relations that
involves placing positive and newsworthy information about a business, its products,
or its policies in the media.
pull policy A promotion policy designed to build
strong consumer demand for a product. p>puller A phrase
on the outside of a direct mail piece that encourages the receiver to open the
envelope and read the contents.
push policy A promotion policy aimed at markets
with the intention of getting retailers to stock a product in order to build supply
in the marketplace.
retail advertiser A store that advertises
to attract customers within its selling area.
retailers Businesses that buy goods from wholesalers
or manufacturers and resell them to customers.
Robinson-Patman Act A law passed in 1936 that regulates
advertising allowances and discounts, providing protection for small retailers.
rough layout A first draft of an advertisement in
the exact size of the final ad, designed to give an advertiser a sense for what
the final ad will look like.
run-of-paper (ROP) Describes a newspaper ad that
can be run anywhere in the paper, at the newspaper's discretion.
safety need A person's need to be
safe from harm.
sales letter A form of direct mail in which an advertiser
sends a letter to a potential customer.
search engine A Web site that allows Internet users
to search for other Web sites.
secondary data Data that have already been collected
for some purpose other than the current study.
selective distribution A form of distribution in
which a limited number of outlets in a given geographic area sell the product.
self-actualization need A person's need to become
the person they are capable of being.
sense-appeal copy Describes advertising copy that
appeals to one of the five senses.
sequence The order in which the eye will see the
elements of an advertisement.
server A computer that holds information accessible
via the Internet or on a private computer network.
service A kind of product that you can't physically
touch; tasks performed for a customer.
signature Logotype (logo) symbol used to distinctly
identify a business.
slogan A catch phrase or small group of words that
are combined in a special way to identify a product or company.
slotting allowance A cash premium paid by the manufacturer
to a retail chain for the costs involved in placing a new product on its shelves.
social marketing A marketing message designed to
promote a social concern or political idea as well as a product.
specialty media Relatively inexpensive, useful items
with an advertiser's name printed on them, such as pens and keychains.
standard advertising unit (SAU) A standard unit
of measurement used by newspapers to quote advertising rates.
story-form copy A type of advertising copy in which
the advertising message is presented as a story.
storyboard A set of sketches that present the ideas,
images, and script for a television advertisement.
synergistic Describes advertising functions, or
advertising efforts, by more than one company that work together for greater benefit.
tabloid A small newspaper that opens
like a book, printed on paper that is usually 10 by 14 inches, often containing
seedy content.
talent costs The amount paid for actors or announcers
in an advertisement.
target marketing Focusing all marketing decisions
on a very specific group of people a business wants to reach.
telemarketing The process of selling over the telephone.
test marketing A type of marketing research that
occurs when a new product is placed in one or more selected geographic areas to
gauge customer response.
thumbnail sketch A simple drawing, usually quite
small, that shows the basic elements of a print advertisement.
trade name A name that identifies a company or a
division of a particular corporation.
trade show An event at which companies in related
businesses gather to showcase their products and services to other businesses
and sometimes the public.
trademark A brand name, brand mark, trade name,
trade character, or a combination of these, that is given legal protection by
the federal government.
trading area The geographical area from which a
business draws its customers.
transit advertising Any advertising that appears
on the interior or exterior of buses, taxicabs, subway cars, and other public
transportation.
undifferentiated marketing strategy
A strategy in which a company tries to reach all customers without regard for
market segmentation.
unfair practices acts Laws passed by most states
that outlaw certain unfair business practices, such as bait-and-switch advertising.
visual merchandising The coordination
of all the physical elements in a place of business that are used to project the
right image to its customers.
Wheeler-Lea Act A law passed in
1938 to broaden the powers of the Federal Trade Commission in relation to advertising
with regard to unfair and deceptive practices.
white space The area of a print advertisement that
is left blank in order to capture attention.
window display A display of merchandise in the front
windows of a retail store.
zapper A person who continually
changes the TV channel with the remote control.
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