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Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
source power (6) The power of a source as a result of his or
her ability to administer rewards and/or punishments to the
receiver.
spam (15) Unsolicited commercial e-mail.
specialized marketing communication services (3) Organizations
that provide marketing communication services in their
areas of expertise including direct marketing, public relations,
and sales promotion firms.
specialty advertising (13) An advertising, sales promotion, and
motivational communications medium that employs useful
articles of merchandise imprinted with an advertiser’s name,
message, or logo.
split runs (12) Two or more versions of a print ad are printed in
alternative copies of a particular issue of a magazine.
split run test (19) An advertising effectiveness measure in
which different versions of an ad are run in alternate copies of
the same newspaper and/or magazine.
split 30s (11) 30-second TV spots in which the advertiser promotes
two different products with two different messages during
a 30-second commercial.
sponsorship (11) When the advertiser assumes responsibility
for the production and usually the content of a television program
as well as the advertising that appears within it.
sponsorships (15) When advertisers sponsor content on a website,
it is considered a sponsorship.
spot advertising (11) Commercials shown on local television
stations, with the negotiation and purchase of time being made
directly from the individual stations.
standard advertising unit (SAU) (12) A standard developed in
the newpaper industry to make newspaper purchasing rates
more comparable to other media that sell space and time in
standard units.
standard learning model (5) Progression by the consumers
through a learn-feel-do hierarchical response.
station reps (11) Individuals who act as sales representatives
for a number of local stations and represent them in dealings
with national advertisers.
storyboard (8) A series of drawings used to present the visual
plan or layout of a proposed commercial.
strategic marketing plan (2) The planning framework for specific
marketing activities.
subcultures (4) Smaller groups within a culture that possess
similar beliefs, values, norms, and patterns of behavior that
differentiate them from the larger cultural mainstream.
subheads (9) Secondary headlines in a print ad.
subliminal perception (4) The ability of an individual to perceive
a stimulus below the level of conscious awareness.
superagencies (3) Large external agencies that offer integrated
marketing communications on a worldwide basis.
superstations (11) Independent local stations that send their signals
via satellite to cable operators that, in turn, make them available
to subscribers (WWOR, WPIX, WGN, WSBK, WTBS).
support advertising (14) A form of direct marketing in which
the ad is designed to support other forms of advertising appearing
in other media.
support argument (5) Consumers’ thoughts that support or
affirm the claims being made by a message.
support media (13) Those media used to support or reinforce
messages sent to target markets through other more “dominant”
and/or more traditional media.
sweeps periods (10) The times of year in which television audience
measures are taken (February, May, July, and November).
sweepstakes (16) A promotion whereby consumers submit
their names for consideration in the drawing or selection of
prizes and winners are determined purely by chance. Sweep-
stakes cannot require a proof of purchase as a condition for
entry.
syndicated programs (11) Shows sold or distributed to local
stations.
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target marketing (2) The process of identifying the specific
needs of segments, selecting one or more of these segments as
a target, and developing marketing programs directed to each.
target ratings points (TRPs) (10) The number of persons in the
primary target audience that the media buy will reach—and the
number of times.
team approach (17) A method of measuring the effectiveness
of public relations programs whereby evaluators are actually
involved in the campaign.
teaser advertising (9) An ad designed to create curiosity and
build excitement and interest in a product or brand without
showing it.
telemarketing (14) Selling products and services by using the
telephone to contact prospective customers.
tele-media (14) The use of telephone and voice information services
(800, 900, 976 numbers) to market, advertise, promote,
entertain, and inform.
television households (11) The number of households in a market
that own a television set.
television network (11) The provider of news and programming
to a series of affiliated local television stations.
terminal posters (13) Floor dislays, island showcases, electronic
signs, and other forms of advertisements that appear in
train or subway stations, airline terminals, etc.
testing bias (19) A bias that occurs in advertising effectiveness
measures because respondents know they are being tested and
thus alter their responses.
tests of comprehension and reaction (19) Advertising effectiveness
tests that are designed to assess whether the ad conveyed
the desired meaning and is not reacted to negatively.
theater testing (19) An advertising effectiveness pretest in
which consumers view ads in a theater setting and evaluate
these ads on a variety of dimensions.
top-down approaches (7) Budgeting approaches in which the
budgetary amount is established at the executive level and
monies are passed down to the various departments.
total audience (television) (11) The total number of homes
viewing any five-minute part of a television program.
total audience/readership (12) A combination of the total
number of primary and pass-along readers multiplied by the
circulation of an average issue of a magazine.
tracking studies (19) Advertising effectiveness measures
designed to assess the effects of advertising on awareness,
recall, interest, and attitudes toward the ad as well as purchase
intentions.
trade advertising (2) Advertising targeted to wholesalers and
retailers.
trademark (2) An identifying name, symbol, or other device
that gives a company the legal and exclusive rights to use.
trade-oriented sales promotion (16) A sales promotion
designed to motivate distributors and retailers to carry a product
and make an extra effort to promote or “push” it to their
customers.
trade regulation rules (TRRs) (21) Industrywide rules that
define unfair practices before they occur. Used by the Federal
Trade Commission to regulate advertising and promotion.
trade show (16) A type of exhibition or forum where manufacturers
can display their products to current as well as prospective
buyers.
GL13
Glossary of Advertising and Promotion Terms