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GL2
Glossary of Advertising and Promotion Terms
Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
arbitrary allocation (7) A method for determining the budget
for advertising and promotion based on arbitrary decisions of
executives.
area of dominant influence (ADI) (11) A geographic survey
area created and defined by Arbitron. Each county in the nation
is assigned to an ADI, which is an exclusive geographic area
consisting of all counties in which the home market stations
receive a preponderance of viewing.
attitude toward the ad (5) A message recipient’s affective feelings
of favorability or unfavorability toward an advertisement.
attractiveness (6) A source characteristic that makes him or her
appealing to a message recipient. Source attractiveness can be
based on similarity, familiarity, or likability.
audimeter (11) An electric measurement device that is hooked
to a television set to record when the set is turned on and the
channel to which it is tuned.
audiotex (13) The use of telephone and voice information
services to market, advertise, promote, entertain, and inform
consumers.
average frequency (10) The number of times the average
household reached by a media schedule is exposed to a media
vehicle over a specified period.
average quarter-hour figure (AQH) (11) The average number
of persons listening to a particular station for at least five minutes
during a 15-minute period. Used by Arbitron in measuring
the size of radio audiences.
average quarter-hour rating (11) The average quarter-hour
figure estimate expressed as a percentage of the population
being measured. Used by Arbitron in measuring the size of
radio audiences.
average quarter-hour share (11) The percentage of the total
listening audience tuned to each station as a percentage of the
total listening audience in the survey area. Used by Arbitron in
measuring the size of radio audiences.
B
balance-of-trade deficit (20) A situation where the monetary
value of a country’s imports exceeds its exports.
banner (15) An ad on a Web page that may be “hot-linked” to
the advertiser’s site.
barrier to entry (22) Conditions that make it difficult for a firm
to enter the market in a particular industry, such as high advertising
budgets.
barter syndication (11) The offering of television programs to
local stations free or at a reduced rate but with some of the
advertising time presold to national advertisers. The remaining
advertising time can be sold to local advertisers.
behavioristic segmentation (2) A method of segmenting a market
by dividing customers into groups based on their usage,
loyalties, or buying responses to a product or service.
benchmark measures (7) Measures of a target audience’s status
concerning response hierarchy variables such as awareness,
knowledge, image, attitudes, preferences, intentions, or
behavior. These measures are taken at the beginning of an
advertising or promotional campaign to determine the degree
to which a target audience must be changed or moved by a promotional
campaign.
benefit segmentation (2) A method of segmenting markets on
the basis of the major benefits consumers seek in a product or
service.
Better Business Bureau (BBB) (21) An organization established
and funded by businesses that operates primarily at the
local level to monitor activities of companies and promote fair
advertising and selling practices.
big idea (8) A unique or creative idea for an advertisement or
campaign that attracts consumers’ attention, gets a reaction,
and sets the advertiser’s product or service apart from the
competition.
billings (3) The amount of client money agencies spend on
media purchases and other equivalent activities. Billings
are often used as a way of measuring the size of advertising
agencies.
bleed pages (12) Magazine advertisements where the printed
area extends to the edge of the page, eliminating any white
margin or border around the ad.
body copy (9) The main text portion of a print ad. Also often
referred to as copy.
bonus packs (16) Special packaging that provides consumers
with extra quantity of merchandise at no extra charge over the
regular price.
bounce-back coupon (16) A coupon offer made to consumers
as an inducement to repurchase the brand.
brand development index (BDI) (10) An index that is calculated
by taking the percentage of a brand’s total sales that occur
in a given market as compared to the percentage of the total
population in the market.
brand equity (2) The intangible asset of added value or goodwill
that results from the favorable image, impressions of differentiation,
and/or the strength of consumer attachment of a
company name, brand name, or trademark.
brand loyalty (4) Preference by a consumer for a particular
brand that results in continual purchase of it.
brand manager (3) The person responsible for the planning,
implementation, and control of the marketing program for an
individual brand.
broadcast media (12) Media that use the airwaves to transmit
their signal and programming. Radio and television are examples
of broadcast media.
build-up approach (7) A method of determining the budget for
advertising and promotion by determining the specific tasks
that have to be performed and estimating the costs of performing
them. See objective and task method.
Burke Test (19) A method of posttesting television commercials
using a day-after recall test (now known as Ipsos-ASI
Recall Test).
business-to-business advertising (19) Advertising used by one
business to promote the products and/or services it sells to
another business.
buying center (5) A committee or group of individuals in an
organization who are responsible for evaluating products and
services and making purchase decisions.
C
cable television (11) A form of television where signals
are carried to households by wire rather than through the
airways.
carryover effect (7) A delayed or lagged effect whereby the
impact of advertising on sales can occur during a subsequent
time period.
category development index (CDI) (10) An index that is calculated
by taking the percentage of a product category’s total
sales that occur in a given market area as compared to the percentage
of the total population in the market.
category extension (2) The strategy of applying an existing
brand name to a new product category.
category management (3) An organizational system whereby
managers have responsibility for the marketing programs for a
particular category or line of products.