Paid message communicated through various media by industry, business firms, nonprofit organizations, or individuals to influence purchasing behavior and/or thought patterns of the audience.
A group of noncompeting retail stores throughout the United States whose association affords an economic advantage in large-scale purchasing.
An independent retailer that affiliates with other independent retailers under a common trade name for merchandising and advertising purposes.
The American Marketing Association (AMA) is a national professional society comprised of marketing and marketing research executives, sales and promotion managers, advertising specialists, and marketing teachers. Based in Chicago, the AMA provides a wealth of resources including publications like Marketing News, the Journal of Marketing, and the Journal of Marketing Research.
The act of noticing an advertisement or commercial; a component of information or perceptual processing. Given that consumers typically focus on items relevant to their needs, attitudes, or beliefs, attention is inherently selective. There have been instances in advertising history where attention was captured by the advertisement itself rather than the product being promoted.
Mental position or emotional feelings about products, services, companies, ideas, issues, or institutions. Attitudes are shaped by demographics, social values, and personality.
Brand Development is a measure of the infiltration of a product's sales, usually per thousand population. It indicates the percentage of market penetration or how well a brand is doing in a specific region.
Qualities that consumers associate with a specific brand, expressed in terms of human behavior and desires, which relate to the price, quality, and situational use of the brand.
Brand loyalty refers to the degree to which a consumer consistently purchases a specific brand over other brands. It is influenced by several factors such as quality, price, consumer attitudes, family or peer pressure, and relationships with salespeople.
A brand manager, also known as a product manager, is responsible for marketing and making key advertising decisions for a specific brand within a company.
A brand name is the vocalizable component of a brand, trademark, or service mark, setting it apart from visual identifiers. It can be a word, letter, or a combination of words and letters.
Branding entails creating a perception in the mind of consumers regarding the image and quality provided by a company’s name. It involves various strategies to build a distinct identity and distinguish a company's products or services from competitors.
A flyer or small book used to advertise or describe a product for sale or service available.
A form of advertising intended to communicate among businesses as opposed to consumer advertising. B2B advertising is directed at business people or companies that purchase or specify products for business use.
A buyer is an individual or entity that purchases goods or services. Buyers can be categorized into various types based on their role and the nature of their purchasing activity.
In periodical publishing, a channel of sales refers to the method or route through which subscription orders are acquired. This can include direct mail, advertising, agency methods, or newsstand sales.
A client is a person, company, or organization that uses the professional services of another. In the advertising context, a client is the manufacturer, owner, or provider of a product or service who desires to advertise that product or service utilizing the help of a qualified specialist; also called an 'account.' The client is the customer for whom the advertising agency works.
Cognitive behavior refers to the ability to judge, reason effectively, and perceive one's surroundings, influencing decision-making and thought processes.
A commercial is an advertising message that is broadcast on television or radio. Unlike print advertisements, which are focused on space, broadcast commercials leverage time and must creatively integrate elements such as words, sound, and music for radio; and additionally sight and motion for television.
A commission is a fee paid to an intermediary for facilitating a transaction, typically calculated as a percentage of the sale value. It can be paid by the seller, buyer, or shared between them, and finds applications across various markets such as real estate, commodities, and advertising.
Continuity in marketing refers to the existence of a similar theme throughout an advertising or marketing campaign. It also pertains to the length of uninterrupted media schedules, ensuring consistent and cohesive messaging over time.
A corporate campaign is a program of coordinated advertisements aimed at improving a business's corporate image rather than specifically promoting the company's products or services.
Couponing is an advertising method where vouchers are distributed to consumers allowing discounts on merchandise or service purchased within a stated period of time. Couponing provides an incentive for increasing sales.
A customer profile is a detailed description of a specific customer group or type, typically based on various demographic, psychographic, and/or geographic characteristics. It is used by businesses to understand and target their audience more effectively.
Differentiated marketing refers to a strategy that entails customizing products and marketing efforts to meet the distinct needs of different segments of consumers.
Direct mail is a form of advertising in which physical promotional materials are sent directly to the recipients via postal mail. It is the third-largest advertising medium following newspapers and television. This method allows businesses to target specific segments of the population effectively, leveraging addresses and other niche data to tailor campaigns. Direct mail can take various forms, including postcards, catalogs, brochures, and letters.
Exposure refers to the level of risk assumed by an individual or entity, measured by the amount that one can potentially lose in finance. In marketing, it describes the extent and frequency of advertisements reaching the target audience across various media channels.
A flat rate, also known as a fixed rate, is a price that remains constant irrespective of the quantity purchased or other considerations. It is commonly used in various fields including advertising and direct marketing.
A focus group is a form of market research where a small group of people, usually 5-10, is asked about their attitudes toward a product, concept, advertisement, idea, or packaging. This detailed feedback helps in improving or tailoring products to market needs.
A generic appeal in advertising focuses on promoting an entire product category rather than a specific brand. For example, the American Dairy Association's campaign encouraging the consumption of milk doesn't spotlight any particular milk brand.
Gross billing refers to the total cost of advertising with a communications medium, including the advertising agency commission, and often also encompasses the cost of a one-time insertion in a communications medium.
Market saturation occurs when a product has become so common in a market that the rate of sales velocity slows down, and there are limited new customer bases available to tap into. It is often achieved by abundant physical presence, prolific advertising, or widespread consumer acceptance.
The Marketing Director is responsible for overseeing all marketing functions within an advertiser's company, including advertising, sales promotion, research, and other marketing elements. This role is pivotal for driving the company's marketing strategy and ensuring alignment with overall business goals.
Media refers to the various channels of communication that serve multiple functions, such as entertainment, news, information dissemination, and advertising. It is the plural form of medium, representing different forms of communication methods and platforms.
A media buyer is responsible for purchasing time and space in various media outlets to deliver advertising messages effectively. Their role is crucial in ensuring that advertisements reach the right audience at the right time.
A Media Plan is a crucial element in an advertising strategy. It specifies the media to be used, outlining media objectives and strategies within a designated timeframe and budget.
Media weight refers to the volume of audience delivered by an advertising campaign, measured in terms of the number of commercials, advertisements, insertions, time parameters, and budget. It essentially represents the total audience reach of the advertising effort.
Goods and commodities sold at the retail level. Merchandising is the buying, presenting, and selling of merchandise, including related activities like advertising, displaying, and promoting them to retail customers.
The planning and activities involved in marketing the right merchandise or service at the right place, time, quantities, and price to stimulate sales through effective promotional strategies.
An individual responsible for directing the merchandise sales effort for a manufacturer, retailer, wholesaler, distributor, dealer, or advertising agency.
The term 'mix' is versatile and applicable across different industries such as broadcasting, retailing, and marketing. Its core meaning involves the combination or blending of various elements to create a cohesive and functional whole.
Multimedia refers to content that uses a combination of different forms of media to communicate and engage with an audience. It integrates text, graphics, audio, and video to enhance the delivery of information.
A rate paid by an advertiser who uses less space than is necessary to qualify for a discount. The one-time rate, therefore, is a full-cost advertising rate without any discounts.
In marketing and advertising, overkill refers to an expensive promotional effort that produces diminishing returns because it repels rather than attracts consumer interest.
Package bands are strips of paper or other materials printed with advertisements, announcements, or special price offers, which are wrapped around a product package.
A Package Code is an identification code used by direct marketers to track and compare the effectiveness of different mailing packages, particularly when testing new promotional packages against control packages.
Persuasion is the act of inducing attitude changes and influencing a target market to action, by appealing to reason or emotion. It is a primary objective of modern advertising aimed at creating effective advertisements using various persuasive elements.
A point-of-purchase display is a promotional tool used to attract consumer attention and influence purchasing decisions at retail locations by providing detailed product information and advice.
Advertising designed to enhance the prestige of a company or a company's products or services, aiming to elevate the perceived reliability, quality, and reputation.
In advertising and business, the 'Primary Market Area' refers to the major area of editorial and advertising coverage for publications or the main sales and distribution area for a product or service.
A product image is a visual representation used in marketing and advertising to promote and describe a product.
Promotion refers to the process of advancing an employee to a higher job position with greater pay and responsibilities or the set of marketing activities aimed at increasing brand visibility, sales, and customer engagement.
A promotion mix is a blend of various promotional methods aimed at achieving marketing objectives, including advertising, personal selling, publicity, and sales promotion.
A marketing approach where the seller concentrates efforts on the end user through various promotional activities to create demand at the retail level.
Qualitative research involves investigating the quality, type, or components of a group, substance, or mixture. It is utilized in advertising audience research to determine the quality of audience responses to advertising content, often using in-depth and focus group interviews to gain insights.
Reach refers to the total number of audience members who are exposed to a specific message at least once within a particular time frame. It is a crucial metric in advertising and marketing to understand the potential impact of a campaign.
A coordinated advertising effort by a manufacturer to notify all owners of a particular product that it should be returned to the manufacturer. It can include mass-media advertising as well as direct mailings.
Reminder advertising is a type of advertising intended to keep a product or service's availability in the forefront of the minds of existing customers. This form of advertising aims to maintain brand awareness and customer loyalty rather than generating immediate sales.
Research can refer to both the scientific method of systematically gathering, recording, and analyzing data, as well as the department within a company dedicated to conducting such investigations.
Run of Schedule (ROS) refers to advertising time that is allocated wherever in the broadcast schedule the radio or television station sees fit, usually at a lower cost compared to fixed or peak time slots.
Sales Effectiveness Test refers to methodologies and metrics used to evaluate the ability of advertising campaigns, promotions, or communication mediums to drive product sales.
Sales literature is written material designed to help sell a product or service. It includes brochures, catalogs, flyers, and other written content used in marketing to inform and persuade potential customers.
Sales promotion encompasses activities, materials, devices, and techniques used to supplement advertising and marketing efforts, coordinating them with personal selling activities to boost product or service sales.
A broadcast media plan that schedules advertising announcements to run during a variety of radio and/or television programs. This schedule provides an advertiser with a wider audience for the advertising dollar than sponsoring a single program would achieve.
An individual who speaks on behalf of a product or service and whose name becomes associated with the product or service. A spokesperson may be a celebrity or someone who begins as an unknown and gains celebrity status through association with the product.
The Standard Advertising Register encompasses two key directories, the Standard Directory of Advertising Agencies and the Standard Directory of Advertisers, which serve as vital resources for the advertising industry, commonly known in the trade as the Red Books due to their red covers.
A tactic is a short-term method or plan employed to achieve a specific objective or resolve a particular problem, often within a larger strategic framework.
The specific group of consumers at which a company aims its products and services, generally defined by demographic and psychographic characteristics such as age, sex, education, income, and buying habits.
A brief advertisement designed to tease the public by offering only bits of information without revealing either the sponsor of the ad or the product being advertised. Teaser ads are the frontrunners of an advertising campaign, and their purpose is to arouse curiosity and get attention for the campaign that follows.
A testimonial is a statement of worth or value provided by a respected source. They are often utilized to certify and endorse the value of a particular product or service in its advertising. Testimonials play a significant role in adding credibility and building trust with potential customers.
A special reduced rate offered for the purchase of multiple radio or television time slots to be broadcast at intervals within a specified period of time, typically within a day.
