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Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
marketing (1, 2) The process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy individual
and organizational objectives.
marketing channels (2) The set of interdependent organizations
involved in the process of making a product or service
available to customers.
marketing mix (1, 2) The controllable elements of a marketing
program including product, price, promotion, and place.
marketing objectives (1, 7) Goals to be accomplished by an
organization’s overall marketing program such as sales, market
share, or profitability.
marketing plan (1) A written document that describes the overall
marketing strategy and programs developed for an organization,
a particular product line, or a brand.
marketing public relations function (MPR) (17) Public relations
activities designed to support marketing objectives and
programs.
mass media (5) Nonpersonal channels of communication
that allow a message to be sent to many individuals at one time.
materialism (22) A preoccupation with material things rather
than intellectual or spiritual concerns.
media buying services (3) Independent companies that specialize
in the buying of media, particularly radio and television
time.
media objectives (10) The specific goals an advertiser has for
the media portion of the advertising program.
media organizations (3) One of the four major participants in
the integrated marketing communications process whose function
is to provide information or entertainment to subscribers,
viewers, or readers while offering marketers an environment
for reaching audiences with print and broadcast messages.
media plan (10) A document consisting of objectives, strategies,
and tactics for reaching a target audience through various
media vehicles.
media planning (10) The series of decisions involved in the
delivery of an advertising message to prospective purchasers
and/or users of a product or service.
media strategies (10) Plans of action for achieving stated media
objectives such as which media will be used for reaching a target
audience, how the media budget will be allocated, and how
advertisements will be scheduled.
media vehicle (10) The specific program, publication, or promotional
piece used to carry an advertising message.
medium (10) The general category of communication vehicles
that are available for communicating with a target audience
such as broadcast, print, direct mail, and outdoor.
message (5) A communication containing information or meaning
that a source wants to convey to a receiver.
missionary sales (18) A type of sales position where the emphasis
is on performing supportive activities and services rather
than generating or taking orders.
mnemonics (4) Basic cues such as symbols, rhymes, and associations
that facilitate the learning and memory process.
mobile billboards (13) An out-of-home medium in which
advertisements are able to be transported to different locations
(signs painted on automobiles, trailers pulling billboards, and
the like).
motivation research (4) Qualitative research designed to probe
the consumer’s subconscious and discover deeply rooted
motives for purchasing a product.
motive (4) Something that compels or drives a consumer to take
a particular action.
multiattribute attitude model (4) A model of attitudes that
views an individual’s evaluation of an object as being a func-
tion of the beliefs that he or she has toward the object on various
attributes and the importance of these attributes.
multimagazine deals (12) Arrangements whereby two to more
publishers offer advertisers the opportunity to buy space in
their magazines with one single media buy.
multiplexing (11) An arrangement where multiple channels are
transmitted by one cable network.
N
narrowcasting (11) The reaching of a very specialized market
through programming aimed at particular target audiences.
Cable television networks offer excellent opportunities for
narrowcasting.
national advertisers (2) Companies that advertise their products
or services on a nationwide basis or in most regions of the
country.
National Advertising Review Board (NARB) (21) A part of
the National Advertising Division of the Council of Better
Business Bureaus. The NARB is the advertising industry’s primary
self-regulatory body.
National Advertising Review Council (NARC) (21) An organization
founded by the Council of Better Business Bureaus
and various advertising industry groups to promote high standards
of truth, accuracy, morality, and social responsibility in
national advertising.
National Association of Attorneys General (21) An organization
consisting of state attorneys general that is involved in the
regulation of advertising and other business practices.
national spot (11) All non-network advertising done by a
national advertiser in local markets.
negotiated commission (3) A method of compensating advertising
agencies whereby the client and agency negotiate the
commission structure rather than relying on the traditional 15
percent media commission.
noise (5) Extraneous factors that create unplanned distortion or
interference in the communications process.
noncompensatory integration strategies (4) Types of decision
rules used to evaluate alternatives that do not allow negative
evaluation or performance on a particular attribute to be compensated
for by positive evaluation or performance on some
other attribute.
nonfranchise-building promotions (16) Sales promotion
activities that are designed to accelerate the purchase decision
process and generate an immediate increase in sales but do little
or nothing to communicate information about a brand and
contribute to its identity and image.
nonmeasured media (13) A term commonly used in the advertising
industry to describe support media.
nonpersonal channels (5) Channels of communication that
carry a message without involving interpersonal contact
between sender and receiver. Nonpersonal channels are often
referred to as mass media.
nontraditional media (13) A term commonly used in the advertising
industry to describe support media.
O
objective and task method (7) A build-up approach to budget
setting involving a three-step process: (1) determining objectives,
(2) determining the strategies and tasks required to attain
these objectives, and (3) estimating the costs associated with
these strategies and tasks.
off-invoice allowance (16) A promotional discount offered to
retailers or wholesalers whereby a certain per-case amount or
percentage is deducted from the invoice.
GL9
Glossary of Advertising and Promotion Terms