Dictionary of Marketing Communications

Norman A. P. Govoni

• Publisher: SAGE Publications, Inc
• Year: 2003
• Print ISBN: 9780761927716, 9780761927709
• eBook ISBN: 9781483391892
• Edition: 1
• Topic: Business
• Subtopic: Marketing
• Index: Business

"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govoni?s Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials."

—Robb Kopp, Babson College

"The Dictionary of Marketing Communications is the most authoritative and comprehensive lexicon of marketing terms available today. Presented in down-to-earth language, it promises to be an essential and enduring resource for students, beginners, and seasoned professionals alike."

—Suzanne B. Walchli, University of the Pacific

The Dictionary of Marketing Communications contains more than 4,000 entries, including key terms and concepts in the promotion aspect of marketing with coverage of advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing. Growing out of a database of terms compiled over many years by the author for use in his marketing classes at Babson College, this dictionary is a living, growing document reflecting the changing dynamics of the marketing profession. It will be an essential reference to practitioners, managers, academics, students and individuals with an interest in marketing and promotion.

Key Features:

* Provides an up-to-date, accurate, comprehensive collection of terms and concepts that are essential for an understanding of the basic promotion functions of marketing

* Entries are clear, applied, practical and non-technical, designed for both students and professionals

* International entries are included to give the reader a greater awareness of the language of marketing than has been previously available

About the Author

Norman A. Govoni is Professor of Marketing at Babson College, where he served as Division Chair for fifteen years (1975-1990). He is the author of several textbooks including Promotional Management, Fundamentals of Modern Marketing, Sales Management, and Cases in Marketing, all published by Prentice Hall. Among his honors is the Carpenter Prize for Outstanding Contributions to Babson College.

A

AUTHOR’S NOTE: Italicized terms within definitions indicate that these terms are other entries in the Dictionary of Marketing Communications.

AAAA see American Association of Advertising Agencies.

AAF see American Advertising Federation.

ABC see Audit Bureau of Circulations.

ABM see American Business Media.

ABP see American Business Press.

ACB see Advertising Checking Bureau.

ADI see Area of Dominant Influence.

AFTRA see American Federation of Television and Radio Artists.

AIGA see American Institute of Graphic Arts.

AIM see Association for Interactive Media.

AMA see American Marketing Association.

ANA see Association of National Advertisers.

ANPA see American Newspaper Publishers Association.

AOR see agency of record.

ARF see Advertising Research Foundation.

ASI see ASI Recall Test and Ipsos-ASI Advertising Research.

AQH see average quarter-hour audience.

A County see ABCD Counties.

a la carte agency an agency that offers only part of its services on a particular assignment for an advertiser, or even for another advertising agency; compensation is determined by a negotiated fee.

A/B split a copytesting method by which the advertiser places different advertisements for the same product in every other copy of the same issue of a publication, and then measures the response for each by recording the number of coupons returned, telephone calls made for further information, or by whatever action was requested; method also employed in direct mailings, using alternate envelopes. Often used to test and compare the effectiveness of alternate advertisements. See also split run, split-run test, demographic split run, geographic split run, and subscription/ newsstand split run.

ABCD Counties the classification of U.S. counties based on Census Bureau population statistics and metropolitan proximity; “A” Counties are all counties belonging to the 21 largest Metropolitan Statistical Areas (MSAs) (i.e., highly urban), “B” Counties are counties not in the “A” Counties category that have more than 85,000 households, “C” Counties are counties not defined as “A” or “B” Counties that have more than 20,000 households or are in Metropolitan Statistical Areas (MSAs) or Consolidated Metropolitan Statistical Areas (CMSAs) with more than 20,000 households, and “D” Counties” are all those not classified as “A,” “B,” or “C” (i.e., rural). Designations are those as defined by the A.C. Nielsen Company. See also Metropolitan Statistical Area (MSA) and Consolidated Metropolitan Statistical Area (CMSA).

abeyance order placing an advertising order for time or space at a time when none is available; the order is held in suspension until time or space becomes available, or indefinitely. More common in television than other media.

A-board a ground sign formed by two boards that lean against each other and are joined by a cross-brace at the top, forming an “A”; often seen at the curb outside retail locations.

above-the-fold the top half of a broadsheet newspaper, as opposed to below-the-fold. On the Web, the term refers to the portion of a given page, such as the homepage, that can be viewed without scrolling down. An advertisement on the Internet is above-the-fold when it is viewable in its entirety as soon as the Web page opens, without having to scroll down to see any portion of it. See also below-the-fold.

above-the-line costs advertising costs incurred during the creative part of production, e.g., acting, music, photography, script writing. Often used in “higher profile” advertising media such as television and magazines, as well as the traditional major media. See also below-the-line costs.

A.C. Nielsen a major market research firm and leading provider of a wide range of marketing information to consumer goods manufacturers and retailers; information provided includes retail-level product movement, market share, distribution, pricing, merchandising and promotional activities, and other market-sensitive information; also manages test marketing programs for new and established products, and provides customized research services at all stages of product marketing, including identification of market opportunities, development of product concepts, product positioning, sales forecasting, advertising testing, and tracking. Operates consumer panel services that provide detailed data on actual purchases made by household members, as well their retail shopping patterns and demographic profiles, covering more than 126,000 households worldwide. Especially useful in helping to understand competitive performance. Part of VNU. See also Nielsen Media Research.

access see prime time access.

accordion fold a direct-mail piece or other promotional literature consisting of several panels that fold and unfold in the manner of an accordion.

account the advertiser or organization for whom the agency is doing work; also called the client.

account conflict occurs when an advertising agency handles two different marketers’ brands of directly competing products; may occur as a result of two agencies merging or when an advertising agency decides to pitch and try to win a company’s account that includes a brand that competes directly with a product already advertised by the agency (in which case, the agency, should it win the new account, would give up the existing account at the insistence of one of the competing accounts). Often, an agency is precluded from going after a new account if it already handles a directly competing product.

account executive the individual in the advertising agency who is the daily contact between the agency and the client, and who directs, coordinates, and manages the entire process and services involved in serving the client, constantly communicating and interacting with both the agency and client teams; liaison between the advertising agency and the client. Reports to the account supervisor. See also account supervisor and director of account services.

account management overseeing the design, implementation, maintenance, review, and follow-up of all activities and programs involved in an organization’s relationship with its customers or clients; see also key account management.

account opener a premium offered to a customer for opening a new account, e.g., a bank’s offer of a handheld calculator for anyone opening a new account.

account planner the individual in an advertising agency who is responsible for ensuring that the agency’s strategic and creative focus is on the consumer; the account planner makes extensive use of both qualitative and quantitative research. See also account planning.

account planning the discipline within an advertising agency that makes sure the consumer’s perspective is fully considered when advertising is developed and that the marketer forges a strong connection with the consumer; includes the study of how consumers make use of marketing communications and the design of an action plan for communicating effectively with consumers. Research, both qualitative and quantitative, is the primary tool used in account planning. See also account planner.

account review a process by which advertising agencies, at the invitation of a client, compete for the client’s account by presenting their credentials and advertising and promotional ideas for the client’s marketing communications program; a full-scale evaluation of a current advertising agency by a prospective client, either against the agency’s performance record alone or against competing proposals from prospective new agencies interested in serving that client. See also agency search consultant.

account services at an advertising agency, all the activities that go into the design and development of an advertising and marketing communications plan for a client; the account executives and account supervisors are the key account services individuals charged with making sure the agency teams get the right work done in the right way at the right time. See also director of account services, account executive, and account supervisor.

account-specific promotion sales promotion programs jointly developed by manufacturers and retailers, customized for individual retail accounts, and which serve to enhance the equity of both the brand and the store.

account supervisor the individual at the advertising agency who supervises the account executive; reports to the director of account services. See also account executive and director of account services.

accrual account in cooperative advertising, an advertising fund established for the retailer by the manufacturer, against which the cooperative advertising costs are charged; see also fixed accrual, percentage accrual, and cooperative advertising.

across-the-board in television and radio, a particular program that is aired at the same time each day, Monday through Friday; e.g., a television soap opera or a radio talk show. See also strip advertising and strip programming.

across-vehicle duplication a particular audience’s exposure to the same advertisement or commercial in different media vehicles; e.g., exposure to the same ad in Cosmopolitan and Redbook, Golf Digest and Sports Illustrated, NFL football and ABC news. Also called between-vehicle duplication. See also within-vehicle duplication.

action the advertiser’s major objective in using advertising and other forms of promotion; what the advertiser aims for with its communications to the target audience.

action advertising advertising that seeks a quick response and action from its target audience.

action card see bingo card.

Action for Children’s Television (ACT) an activist group formed in 1968 to lobby the federal government for improved quality of television programming aimed at children and to press for stringent restrictions and measures related to the amount and the content of advertising directed to children; disbanded shortly after passage of the Children’s Television Act of 1990. See also Children’s Television Act of 1990.

action response device any of a number of tools used to make it easy for an individual to respond to the advertiser’s call for action; e.g., a reply card in a direct-mail package, a coupon in an advertisement, or an 800 number for a person to call.

actives in direct mail, mailing list customers who have made a recent purchase, generally within the past year.

activity analysis a detailed breakdown, review, and evaluation of the nonselling work done by a salesperson; e.g.,the time and work devoted to display setups or doing paperwork. Often involves a breakdown, analysis, and comparison between selling and nonselling functions.

activity quota see quota.

actual product the tangible, physical object with all its features; see also augmented product and core product.

ad avail see availabilities.

ad banner see banner and banner ad.

ad click see click.

ad clickthrough see clickthrough.

ad display in Internet advertising, the successful display of an advertisement on the browser screen.

ad download in Internet advertising, the successful delivery ...

Table of contents

• Cover Page
• Title
• Copyright
• Contents
• Dedication
• Preface
• Entries A Through Z
• Resources
• About the Author