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GL12
Glossary of Advertising and Promotion Terms
Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
relationship marketing (1, 18) An organization’s effort to
develop a long-term, cost-effective link with individual customers
for mutual benefit.
relative cost (10) The relationship between the price paid
for advertising time or space and the size of the audience
delivered; it is used to compare the prices of various media
vehicles.
reminder advertising (9) Advertising designed to keep the
name of the product or brand in the mind of the receiver.
repositioning (2) The changing of a product or brand’s
positioning.
resellers (2) Intermediaries in the marketing channel such as
wholesalers, distributors, and retailers.
response (5) The set of reactions the receiver has after seeing,
hearing, or reading a message.
retail trading zone (12) The market outside the city zone
whose residents regularly trade with merchants within the city
zone.
rich media (15) A term for advanced technology used in Internet
ads, such as a streaming video which allows interaction and
special effects.
ROI budgeting method (return on investment) (7) A budgeting
method in which advertising and promotions are
considered investments, and thus measurements are made
in an attempt to determine the returns achieved by these
investments.
rolling boards (13) Advertising painted or mounted on cars,
trucks, vans, trailers, etc., so the exposure can be mobile
enough to be taken to specific target market areas.
run of paper (ROP) (12) A rate quoted by newspapers that
allows the ad to appear on any page or in any position desired
by the medium.
S
S-shaped response curve (7) A sales response model that
attempts to show sales responses to various levels of advertising
and promotional expenditures.
sales-oriented objectives (7) Budgeting objectives related to
sales effects such as increasing sales volume.
sales promotion (1, 16) Marketing activities that provide extra
value or incentives to the sales force, distributors, or the ultimate
consumer and can stimulate immediate sales.
sales promotion agency (3) An organization that specializes in
the planning and implementation of promotional programs
such as contests, sweepstakes, sampling, premiums, and incentive
offers for its clients.
sales promotion trap (16) A spiral that results when a number
of competitors extensively use promotions. One firm uses sales
promotions to differentiate its product or service and other
competitors copy the strategy, resulting in no differential
advantage and a loss of profit margins to all.
salient beliefs (4) Beliefs concerning specific attributes or
consequences that are activated and form the basis of an
attitude.
sampling (16) A variety of procedures whereby consumers
are given some quantity of a product for no charge to induce
trial.
scatter market (11) A period for purchasing television advertising
time that runs throughout the TV season.
schedules of reinforcement (4) The schedule by which a
behavioral response is rewarded.
script (9) A written version of the commercial that provides a
detailed description of its video and audio content.
selective attention (4) A perceptual process in which consumers
choose to attend to some stimuli and not others.
selective binding (12) A computerized production process that
allows the creation of hundreds of copies of a magazine in one
continuous sequence.
selective comprehension (4) The perceptual process whereby
consumers interpret information based on their own attitudes,
beliefs, motives, and experiences.
selective demand advertising (2) Advertising that focuses on
stimulating demand for a specific manufacturer’s product or
brand.
selective exposure (4) A process whereby consumers choose
whether or not to make themselves available to media and
message information.
selective learning (5) The process whereby consumers seek
information that supports the choice made and avoid information
that fails to bolster the wisdom of a purchase decision.
selective perception (4) The perceptual process involving the
filtering or screening of exposure, attention, comprehension,
and retention.
selective retention (4) The perceptual process whereby consumers
remember some information but not all.
selectivity (12) The ability of a medium to reach a specific target
audience.
self-liquidating premiums (16) Premiums that require the consumer
to pay some or all of the cost of the premium plus handling
and mailing costs.
self-paced media (6) Media that viewers and/or readers can
control their exposure time to, allowing them to process information
at their own rate.
self-regulation (21) The practice by the advertising industry of
regulating and controlling advertising to avoid interference by
outside agencies such as the government.
semiotics (5) The study of the nature of meaning.
sensation (4) The immediate and direct response of the senses
(taste, smell, sight, touch, and hearing) to a stimulus such as
an advertisement, package, brand name, or point-of-purchase
display.
shaping (4) The reinforcement of successive acts that lead to a
desired behavior pattern or response.
share-of-audience (11) The percentage of households watching
television in a special time period that are tuned to a specific
program.
showing (13) The percentage of supplicated audience exposed
to an outdoor poster daily.
similarity (6) The supposed resemblance between the source
and the receiver of a message.
single-source tracking (19) A research method designed to
track the behaviors of consumers from the television set to the
supermarket checkout counter.
situational determinants (4) Influences originating from the
specific situation in which consumers are to use the product or
brand.
sleeper effect (6) A phenomenon in which the persuasiveness of
a message increases over time.
slotting allowance (16) Fees that must be paid to retailers to
provide a “slot” or position to accommodate a new product on
the store shelves.
social class (4) Relatively homogeneous divisions of society
into which people are grouped based on similar lifestyles, values,
norms, interests, and behaviors.
source (5, 6) The sender—person, group, or organization—of
the message.
source bolsters (5) Favorable cognitive thoughts generated
toward the source of a message.
source derogations (5) Negative thoughts generated about the
source of a communication.