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GL8
Glossary of Advertising and Promotion Terms
Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
ink-jet imaging (12) A printing process where a message is
reproduced by projecting ink onto paper rather than mechanical
plates. Ink-jet imaging is being offered by many magazines
to allow advertisers to personalize their messages.
innovation-adoption model (5) A model that represents the
stages a consumer passes through in the adoption process for
an innovation such as a new product. The series of steps
includes: awareness, interest, evaluation, trial, and adoption.
inquiry tests (19) Tests designed to measure advertising effectiveness
on the basis of inquiries or responses generated from
the ad such as requests for information, number of phone calls,
or number of coupons redeemed.
inside cards (13) A form of transit advertising where messages
appear on cards or boards inside of vehicles such as buses, subways,
or trolleys.
instant coupon (16) Coupons attached to a package that can be
removed and redeemed at the time of purchase.
in-store couponing (16) The distribution of coupons in retail
stores through various methods such as tear-off pads, handouts,
and on-shelf or electronic dispensers.
in-store media (13) Advertising and promotional media that are
used inside of a retail store such as point-of-purchase displays,
ads on shopping carts, coupon dispensers, and display boards.
integrated marketing communication objectives (7) Statements
of what various aspects of the integrated marketing
communications program will accomplish with respect to
factors such as communication tasks, sales, market share, and
the like.
integrated marketing communications (1) A concept of marketing
communications planning that recognizes the added
value of a comprehensive plan that evaluates the strategic roles
of a variety of communication disciplines—for example, general
advertising, direct response, sales promotion, and public
relations—and combines these disciplines to provide clarity,
consistency, and maximum communications impact.
integration processes (4) The way information such as product
knowledge, meanings, and beliefs is combined to evaluate two
or more alternatives.
interactive agency (3) An organization that specializes in the
creation of interactive media such as CD-ROMs, kiosks, and
websites.
interactive media (10) A variety of media that allows the consumer
to interact with the source of the message, actively
receiving information and altering images, responding to questions,
and so on.
interconnects (11) Groups of cable systems joined together for
advertising purposes.
internal analysis (1) The phase of the promotional planning
process that focuses on the product/service offering and the
firm itself including the capabilities of the firm and its ability to
develop and implement a successful integrated marketing
communications program.
internal audiences (17) In public relations, a term used to refer
to individuals or groups inside of the organization or with a
close connection to it.
internal audits (17) Evaluations by individuals within the organization
to determine the effectiveness of a public relations
program.
internalization (6) The process by which a credible source
influences a message recipient. Internalization occurs when the
receiver is motivated to have an objectively correct position on
an issue and the receiver will adopt the opinion or attitude of
the credible communicator if he or she believes the information
from this source represents an accurate position on the
issue.
internal search (4) The process by which a consumer acquires
information by accessing past experiences or knowledge
stored in memory.
international media (20) Advertising media that have multicountry
coverage and can be used to reach audiences in various
countries.
Internet (15) A worldwide means of exchanging information
and communicating through a series of interconnected
computers.
interstitial (15) An advertisement that appears in a window on
your computer screen while you are waiting for a Web page to
load.
J
jingles (9) Songs about a brand or company that usually carry
the advertising theme and a simple message.
L
laboratory tests (19) Tests of consumer reactions to advertising
under controlled conditions.
Lanham Act (21) A federal law that permits a company to register
a trademark for its exclusive use. The Lanham Act was
recently amended to encompass false advertising and prohibits
any false description or representation including words or
other symbols tending falsely to describe or represent the
same.
layout (9) The physical arrangement of the various parts of an
advertisement including the headline, subheads, illustrations,
body copy, and any identifying marks.
lexicographic decision rule (4) A type of decision rule where
choice criteria are ranked in order of importance and alternatives
are evaluated on each attribute or criterion beginning
with the most important one.
link (15) An electronic connection between two websites.
local advertising (11) Advertising done by companies within
the limited geographic area where they do business.
localized advertising strategy (20) Developing an advertising
campaign specifically for a particular country or market rather
than using a global approach.
low-involvement hierarchy (5) A response hierarchy whereby
a message recipient is viewed as passing from cognition to
behavior to attitude change.
M
magazine networks (12) A group of magazines owned by one
publisher or assembled by an independent network that offers
advertisers the opportunity to buy space in a variety of publications
through a package deal.
mailing list (14) A type of database containing names and
addresses of present and/or potential customers who can be
reached through a direct-mail campaign.
major selling idea (8) The basis for the central theme or message
idea in an advertising campaign.
marginal analysis (7) A principle of resource allocation that
balances incremental revenues against incremental costs.
market opportunities (2) Areas where a company believes
there are favorable demand trends, needs, and/or wants that are
not being satisfied, and where it can compete effectively.
market segmentation (2) The process of dividing a market into
distinct groups that have common needs and will respond similarly
to a marketing action.
market segments (2) Identifiable groups of customers sharing
similar needs, wants, or other characteristics that make them
likely to respond in a similar fashion to a marketing program.