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Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
cease-and-desist order (21) An action by the Federal Trade
Commission that orders a company to stop engaging in a practice
that is considered deceptive or misleading until a hearing
is held.
central route to persuasion (5) One of two routes to persuasion
recognized by the elaboration likelihood model. The central
route to persuasion views a message recipient as very active
and involved in the communications process and as having the
ability and motivation to attend to and process a message.
centralized organizational structure (20) A method of organizing
for international advertising and promotion whereby all
decisions are made in a company’s home office.
centralized system (3) An organizational system whereby
advertising along with other marketing activities such as sales,
marketing research, and planning are divided along functional
lines and are run from one central marketing department.
channel (5) The method or medium by which communication
travels from a source or sender to a receiver.
Children’s Online Privacy Protection Act of 1998 (21) Federal
legislation which places restrictions on information collected
from children via the Internet and requires that websites
directed at children have a privacy policy posted on their home
page and areas of the site where information is collected.
city zone (12) A category used for newspaper circulation figures
that refers to a market area composed of the city where the
paper is published and contiguous areas similar in character to
the city.
classical conditioning (4) A learning process whereby a conditioned
stimulus that elicits a response is paired with a neutral
stimulus that does not elicit any particular response. Through
repeated exposure, the neutral stimulus comes to elicit the
same response as the conditioned stimulus.
classified advertising (12) Advertising that runs in newspapers
and magazines that generally contains text only and is
arranged under subheadings according to the product, service,
or offering. Employment, real estate, and automotive ads are
the major forms of classified advertising.
clients (3) The organizations with the products, services, or
causes to be marketed and for which advertising agencies and
other marketing promotional firms provide services.
clipping service (7) A service which clips competitors’ advertising
from local print media allowing the company to monitor
the types of advertising that are running or to estimate their
advertising expenditures.
close (18) Obtaining the commitment of the prospect in a personal
selling transaction.
clutter (6, 11) The nonprogram material that appears in a broadcast
environment, including commercials, promotional messages
for shows, public service announcements, and the like.
cognitive dissonance (4) A state of psychological tension or
postpurchase doubt that a consumer may experience after making
a purchase decision. This tension often leads the consumer
to try to reduce it by seeking supportive information.
cognitive processing (4) The process by which an individual
transforms external information into meanings or patterns of
thought and how these meanings are used to form judgments
or choices about behavior.
cognitive responses (5) Thoughts that occur to a message recipient
while reading, viewing, and/or hearing a communication.
collateral services (3) Companies that provide companies with
specialized services such as package design, advertising production,
and marketing research.
combination rates (12) A special space rate or discount offered
for advertising in two or more periodicals. Combination rates
are often offered by publishers who own both morning and
evening editions of a newspaper in the same market.
commission system (3) A method of compensating advertising
agencies whereby the agency receives a specified commission
(traditionally 15 percent) from the media on any advertising
time or space it purchases.
communication (5) The passing of information, exchange of
ideas, or process of establishing shared meaning between a
sender and a receiver.
communication objectives (1, 7) Goals that an organization
seeks to achieve through its promotional program in
terms of communication effects such as creating awareness,
knowledge, image, attitudes, preferences, or purchase
intentions.
communication task (7) Under the DAGMAR approach to setting
advertising goals and objectives, something that can be
performed by and attributed to advertising such as awareness,
comprehension, conviction, and action.
comparative advertising (6, 9) The practice of either directly
or indirectly naming one or more competitors in an advertising
message and usually making a comparison on one or more specific
attributes or characteristics.
compensatory decision rule (4) A type of decision rule for
evaluating alternatives where consumers consider each brand
with respect to how it performs on relevant or salient attributes
and the importance of each attribute. This decision rule allows
for a negative evaluation or performance on a particular
attribute to be compensated for by a positive evaluation on
another attribute.
competitive advantage (2) Something unique or special that a
firm does or possesses that provides an advantage over its
competitors.
competitive parity method (7) A method of setting the advertising
and promotion budget based on matching the absolute
level of percentage of sales expenditures of the competition.
compliance (6) A type of influence process where a receiver
accepts the position advocated by a source to obtain favorable
outcomes or to avoid punishment.
computer simulation models (7) Quantitative-based models
that are used to determine the relative contribution of advertising
expenditures on sales response.
concave downward function (7) An advertising/sales response
function that views the incremental effects of advertising on
sales as decreasing.
concentrated marketing (2) A type of marketing strategy
whereby a firm chooses to focus its marketing efforts on one
particular market segment.
concept testing (19) A method of pretesting alternative ideas
for an advertisement or campaign by having consumers
provide their responses and/or reactions to the creative
concept.
conditioned response (4) In classical conditioning, a response
that occurs as a result of exposure to a conditioned stimulus.
conditioned stimulus (4) In classical conditioning, a stimulus
that becomes associated with an unconditioned stimulus and
capable of evoking the same response or reaction as the unconditioned
stimulus.
conjunctive decision rule (4) A type of decision rule for evaluating
alternatives where consumers establish minimally
acceptable levels of performance for each important product
attribute and accept an alternative only if it meets the cutoff
level for each attribute.
consent order (21) A settlement between a company and the
Federal Trade Commission whereby an advertiser agrees to
GL3
Glossary of Advertising and Promotion Terms