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Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
80/20 rule (2) The principle that 80 percent of sales volume
for a product or service is generated by 20 percent of the
customers.
5-W’s model of communication (5) A model of the communications
process that contains five basics elements: who?
(source), says what? (message), in what way? (channel), to
whom? (receiver), and with what effect? (feedback).
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AIDA model (5) A model that depicts the successive stages a
buyer passes through in the personal selling process including:
attention, interest, desire, and action.
ASI Recall Plus Test (18) A day-after recall test of television
commercials (formerly known as the Burke Test).
absolute costs (10) The actual total cost of placing an ad in a
particular media vehicle.
account executive (3) The individual who serves as the liaison
between the advertising agency and the client. The account
executive is responsible for managing all of the services the
agency provides to the client and representing the agency’s
point of view to the client.
account specific marketing (16) Development of customized
promotional programs for individual retail accounts by
marketers.
ad click rate (15) Often referred to as “click-through,” this is
the percentage of ad views that resulted in an ad click.
ad clicks (15) Number of times users click on a banner ad.
ad execution-related thoughts (5) A type of thought or cognitive
response a message recipient has concerning factors
related to the execution of the ad such as creativity, usual
effects, color, and style.
adjacencies (11) Commercial spots purchased from local television
stations that generally appear during the time periods
adjacent to network programs.
advertising (1) Any paid form of nonpersonal communication
about an organization, product, service, or idea by an identified
sponsor.
advertising agency (3) A firm that specializes in the creation,
production, and placement of advertising messages and may
provide other services that facilitate the marketing communications
process.
advertising appeal (9) 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.
advertising campaign (8) A comprehensive advertising plan
that consists of a series of messages in a variety of media that
center on a single theme or idea.
advertising creativity (8) The ability to generate fresh, unique,
and appropriate ideas that can be used as solutions to communication
problems.
Note: Numbers in parentheses after term indicate chapter(s) where term is
discussed.
Glossary of Advertising
and Promotion Terms
advertising manager (3) The individual in an organization who
is responsible for the planning, coordinating, budgeting, and
implementing of the advertising program.
advertising specialties (13) 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.
advertising substantiation (21) A Federal Trade Commission
regulatory program that requires advertisers to have documentation
to support the claims made in their advertisements.
ad views (impressions) (15) Number of times a banner ad is
downloaded (and presumably seen) by viewers.
advocacy advertising (17) Advertising that is concerned with
the propagation of ideas and elucidation of social issues of
public importance in a manner that supports the position and
interest of the sponsor.
aerial advertising (13) A form of outdoor advertising where
messages appear in the sky in the form of banners pulled by
airplanes, skywriting, and on blimps.
affect referral decision rule (4) A type of decision rule where
selections are made on the basis of an overall impression or
affective summary evaluation of the various alternatives under
consideration.
affiliates (11) Local television stations that are associated with a
major network. Affiliates agree to preempt time during specified
hours for programming provided by the network and carry
the advertising contained in the program.
affiliation (15) A relationship with other websites in which a
company can cross-promote and is credited for sales that
accrue through their site.
affirmative disclosure (21) A Federal Trade Commission program
whereby advertisers may be required to include certain
types of information in their advertisements so consumers will
be aware of all the consequences, conditions, and limitations
associated with the use of the product or service.
affordable method (7) A method of determining the budget for
advertising and promotion where all other budget areas are
covered and remaining monies are available for allocation.
agate line (12) Unit of newspaper space measurement, 1 column
wide by 1/14 inch deep. (Thus, 14 agate lines = 1 column
inch.)
agency evaluation process (3) The process by which a company
evaluates the performance of its advertising agency. This
process includes both financial and qualitative aspects.
alpha activity (19) A measure of the degree of brain activity
that can be used to assess an individual’s reactions to an
advertisement.
alternative media (13) A term commonly used in advertising to
describe support media.
animatic (8) A preliminary version of a commercial whereby a
videotape of the frames of a storyboard is produced along with
an audio soundtrack.
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