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Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
cume (11) A term used for cumulative audience, which is the
estimated total number of different people who listened to a
radio station for a minimum of five minutes during a particular
daypart.
D
DAGMAR (7) An acronym that stands for defining advertising
goals for measured advertising results. An approach to
setting advertising goals and objectives developed by Russell
Colley.
daily inch rate (10) A cost figure used in periodicals based on
an advertisement placed one inch deep and one column wide
(whatever the column inch).
database (14) A listing of current and/or potential customers
for a company’s product or service that can be used for directmarketing
purposes.
database marketing (14) The use of specific information about
individual customers and/or prospects to implement more
effective and efficient marketing communications.
day-after recall scores (19) A measure used in on-air testing
of television commercials by various marketing research companies.
The day-after recall score represents the percentage
of viewers surveyed who can remember seeing a particular
commercial.
dayparts (10, 11) The time segments into which a day is
divided by radio and television networks and stations for selling
advertising time.
decentralized organizational structure (20) A method of
organizing for international advertising and promotion where
managers in each market or country have decision-making
authority.
decentralized system (3) An organizational system whereby
planning and decision-making responsibility for marketing,
advertising, and promotion lies with a product/brand
manager or management team rather than a centralized
department.
deception (21) According to the Federal Trade Commission, a
misrepresentation, omission, or practice that is likely to mislead
the consumer acting reasonably in the circumstances to
the consumer’s detriment.
decoding (5) The process by which a message recipient transforms
and interprets a message.
demographic segmentation (2) A method of segmenting a market
based on the demographic characteristics of consumers.
departmental system (3) The organization of an advertising
agency into departments based on functions such as account services,
creative, media, marketing services, and administration.
derived demand (19) A situation where demand for a particular
product or service results from the need for other goods and/or
services. For example, demand for aluminum cans is derived
from consumption of soft drinks or beer.
designated market area (DMA) (11) The geographic areas
used by the Nielsen Station Index in measuring audience size.
DMAs are nonoverlapping areas consisting of groups of counties
from which stations attract their viewers.
differentiated marketing (2) A type of marketing strategy
whereby a firm offers products or services to a number of market
segments and develops separate marketing strategies for
each.
differentiation (22) A situation where a particular company or
brand is perceived as unique or better than its competitors.
direct-action advertising (1) Advertising designed to produce
an immediate effect such as the generation of store traffic or
sales.
direct broadcast by satellite (DBS) (20) A television signal
delivery system whereby programming is beamed from satellites
to special receiving dishes mounted in the home or yard.
direct channel (2) A marketing channel where a producer and
ultimate consumer interact directly with one another.
direct headline (9) A headline that is very straightforward and
informative in terms of the message it is presenting and the target
audience it is directed toward. Direct headlines often
include a specific benefit, promise, or reason for a consumer to
be interested in a product or service.
direct marketing (1, 14) A system of marketing by which an
organization communicates directly with customers to generate
a response and/or transaction.
direct-marketing media (14) Media that are used for directmarketing
purposes including direct mail, telemarketing, print,
and broadcast.
direct-response advertising (1, 14) A form of advertising for a
product or service that elicits a sales response directly from the
advertiser.
direct-response agencies (3) Companies that provide a variety
of direct-marketing services to their clients including database
management, direct mail, research, media service, and creative
and production capabilities.
direct selling (1, 14) The direct personal presentation, demonstration,
and sale of products and services to consumers usually
in their homes or at their jobs.
directional medium (13) Advertising media that are not used to
create awareness or demand for products or services but rather
to inform customers as to where purchases can be made once
they have decided to buy. The Yellow Pages are an example of
a directional medium.
display advertising (12) Advertising in newspapers and magazines
that uses illustrations, photos, headlines, and other visual
elements in addition to copy text.
dissonance/attribution model (5) A type of response hierarchy
where consumers first behave, then develop attitudes or feelings
as a result of that behavior, and then learn or process
information that supports the attitude and behavior.
diverting (16) A practice whereby a retailer or wholesaler takes
advantage of a promotional deal and then sells some of the
product purchased at the low price to a store outside of their
area or to a middleman who will resell it to other stores.
domain name (15) The unique name of an Internet site. There
are six domains widely used in the U.S.: .com (commercial),
.edu (education), .net (network operations), .gov (U.S. government),
.mil (U.S. military), and .org (organization). Additional
two letter domains specify a country, for example, .sp for Spain.
duplicated reach (10) Audience members’ exposure to a message
as a result of messages having appeared in two or more
different media vehicles.
dyadic communication (18) A process of direct communication
between two persons or groups such as a salesperson and a
customer.
E
e-commerce (15) Direct selling of goods and services through
the Internet.
economic infrastructure (20) A country’s communications,
transportation, financial, and distribution networks.
economies of scale (7, 22) A decline in costs with accumulated
sales or production. In advertising, economies of scale often
occur in media purchases as the relative costs of advertising
time and/or space may decline as the size of the media budget
increases.
GL5
Glossary of Advertising and Promotion Terms