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GL6
Glossary of Advertising and Promotion Terms
Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
effective reach (10) A measure of the percentage of a media
vehicle’s audience reached at each effective frequency
increment.
elaboration likelihood model (ELM) (5) A model that identifies
two processes by which communications can lead to
persuasion—central and peripheral routes.
electrodermal response (19) A measure of the resistance the
skin offers to a small amount of current passed between two
electrodes. Used as a measure of consumers’ reaction level to
an advertisement.
electroencephalographic (EEG) measures (19) Measures of
the electrical impulses in the brain that are sometimes used as a
measure of reactions to advertising.
electronic teleshopping (14) Online shopping and information
retrieval service that is accessed through a personal
computer.
emotional appeals (6, 9) Advertising messages that appeal to
consumers’ feelings and emotions.
encoding (5) The process of putting thoughts, ideas, or information
into a symbolic form.
ethics (22) Moral principles and values that govern the actions
and decisions of an individual or group.
evaluative criteria (4) The dimensions or attributes of a product
or service that are used to compare different alternatives.
event marketing (16) A type of promotion where a company or
brand is linked to an event, or where a themed activity is developed
for the purpose of creating experiences for consumers
and promoting a product or service.
event sponsorship (17) A type of promotion whereby a company
develops sponsorship relations with a particular event
such as a concert, sporting event, or other activity.
evoked set (4) The various brands identified by a consumer as
purchase options and that are actively considered during the
alternative evaluation process.
exchange (1) Trade of something of value between two parties
such as a product or service for money. The core phenomenon
or domain for study in marketing.
exclusive (17) A public relations tactic whereby one particular
medium is offered exclusive rights to a story.
expertise (6) An aspect of source credibility where a communicator
is perceived as being knowledgeable in a given area or
for a particular topic.
external analysis (1) The phase of the promotional planning
process that focuses on factors such as the characteristics of an
organization’s customers, market segments, positioning strategies,
competitors, and marketing environment.
external audiences (17) In public relations, a term used in reference
to individuals who are outside of or not closely connected
to the organization such as the general public.
external audits (17) Evaluations performed by outside agencies
to determine the effectiveness of an organization’s public relations
program.
external search (4) The search process whereby consumers
seek and acquire information from external sources such as
advertising, other people, or public sources.
eye tracking (19) A method for following the movement of a
person’s eyes as he or she views an ad or commercial. Eye
tracking is used for determining which portions or sections of
an ad attract a viewer’s attention and/or interest.
F
failure fee (16) A trade promotion arrangement whereby a marketer
agrees to pay a penalty fee if a product stocked by a
retailer does not meet agreed-upon sales levels.
Fairness Doctrine (21) A Federal Communications Commission
program that required broadcasters to provide time for
opposing viewpoints on important issues.
fear appeals (6) An advertising message that creates anxiety in
a receiver by showing negative consequences that can result
from engaging in (or not engaging in) a particular behavior.
Federal Trade Commission (FTC) (21) The federal agency
that has the primary responsibility for protecting consumers
and businesses from anticompetitive behavior and unfair and
deceptive practices. The FTC regulates advertising and promotion
at the federal level.
Federal Trade Commission Act (21) Federal legislation passed
in 1914 that created the Federal Trade Commission and gave it
the responsibility to monitor deceptive or misleading advertising
and unfair business practices.
fee-commission combination (3) A type of compensation system
whereby an advertising agency establishes a fixed monthly
fee for its services to a client and media commissions received
by the agency are credited against the fee.
feedback (5) Part of message recipient’s response that is communicated
back to the sender. Feedback can take a variety of
forms and provides a sender with a way of monitoring how an
intended message is decoded and received.
field of experience (5) The experiences, perceptions, attitudes,
and values that senders and receivers of a message bring to a
communication situation.
field tests (19) Tests of consumer reactions to an advertisement
that are taken under natural viewing situations rather than in a
laboratory.
financial audit (3) An aspect of the advertising agency evaluation
process that focuses on how the agency conducts financial
affairs related to serving a client.
first-run syndication (11) Programs produced specifically for
the syndication market.
fixed-fee arrangement (3) A method of agency compensation
whereby the agency and client agree on the work to be done
and the amount of money the agency will be paid for its
services.
flat rates (12) A standard newspaper advertising rate where
no discounts are offered for large-quantity or repeated space
buys.
Flesch formula (19) A test used to assess the difficulty level of
writing based on the number of syllables and sentences per 100
words.
flighting (10) A media scheduling pattern in which periods of
advertising are alternated with periods of no advertising.
focus groups (4)(8) A qualitative marketing research method
whereby a group of 10–12 consumers from the target market
are led through a discussion regarding a particular topic such
as a product, service, or advertising campaign.
forward buying (16) A practice whereby retailers and wholesalers
stock up on a product being offered by a manufacturer at
a lower deal or off-invoice price and resell it to consumers
once the marketer’s promotional period has ended.
frequency (10) The number of times a target audience is
exposed to a media vehicle(s) in a specified period.
frequency programs (16) A type of promotional program that
rewards customers for continuing to purchase the same brand
of a product or service over time (also referred to as continuity
or loyalty programs).
full-service agency (3) An advertising agency that offers clients
a full range of marketing and communications services including
the planning, creating, producing, and placing of advertising
messages and other forms of promotion.