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GL14
Glossary of Advertising and Promotion Terms
Belch: Advertising and
Promotion, Sixth Edition
Back Matter Glossary © The McGraw−Hill
Companies, 2003
transformational advertising (9) An ad that associates the
experience of using the advertised brand with a unique set of
psychological characteristics that would not typically be associated
with the brand experience to the same degree without
exposure to the advertisement.
transit advertising (13) Advertising targeted to target audiences
exposed to commercial transportation facilities, including
buses, taxis, trains, elevators, trolleys, airplanes, and subways.
trustworthiness (6) The honesty, integrity, and believability of
the source of a communication.
two-sided message (6) A message in which both good and bad
points about a product or claim are presented.
two-step approach (14) A direct-marketing strategy in which
the first effort is designed to screen or qualify potential buyers,
while the second effort has the responsibility of generating the
response.
U
undifferentiated marketing (2) A strategy in which market
segment differences are ignored and one product or service is
offered to the entire market.
unduplicated reach (10) The number of persons reached once
with a media exposure.
unfairness (21) A concept used by the Federal Trade Commission
to determine unfair or deceptive advertising practices.
Unfairness occurs when a trade practice causes substantial
physical or economic injury to consumers, could not be
avoided by consumers, and must not be outweighed by countervailing
benefits to consumers or competition.
unique selling proposition (8) An advertising strategy that
focuses on a product or service attribute that is distinctive to
a particular brand and offers an important benefit to the
customer.
unique users (15) The number of different individuals who visit
a site within a specific time period.
up-front market (11) A buying period that takes place prior to
the upcoming television season when the networks sell a large
part of their commercial time.
V
valid hits (15) The number of hits that deliver all of the information
to a user (excludes error messages, redirects, etc.).
values and lifestyles program (VALS) (2) Stanford Research
Institute’s method for applying lifestyle segmentation.
vehicle option source effect (19) The differential impact the
advertising exposure will have on the same audience member
if the exposure occurs in one media option rather than another.
vertical cooperative advertising (16) A cooperative arrangement
under which a manufacturer pays for a portion of the
advertising a retailer runs to promote the manufacturer’s product
and its availability in the retailer’s place of business.
video advertising (13) Advertisements appearing in movie theaters
and on videotapes.
video news release (16) News stories produced by publicists so
that television stations may air them as news.
visits (15) A sequence of requests made by one user at one site.
voiceover (9) Action on the screen in a commercial that is narrated
or described by a narrator who is not visible.
W
want (4) A felt need shaped by a person’s knowledge, culture,
and personality.
waste coverage (10) A situation where the coverage of the
media exceeds the target audience.
webcasting (15) A system for pushing out site information to
Web users rather than waiting for them to find the site on their
own. (Often referred to as push technologies.)
website (15) The information made available to users of the
Internet by the provider.
Wheeler-Lea Amendment (21) An act of Congress passed
in 1938 that amended section 5 of the FTC Act to read
that unfair methods of competition in commerce and unfair
or deceptive acts or practices in commerce are declared
unlawful.
wireless (15) A communications network that allows access, as
well as transmissions to and from the Internet to travel over the
air waves, rather than fixed land lines.
word-of-mouth communications (5) Social channels of communication
such as friends, neighbors, associates, coworkers,
or family members.
World Wide Web (WWW) (15) Commonly referred to as the
Web. The commercial component of the Internet.
Y
Yellow Pages advertising (13) Advertisements that appear in
the various Yellow Pages–type phone directories.
Z
zapping (11) The use of a remote control device to change
channels and switch away from commercials.
zero-based communications planning (7) An approach to
planning the integrated marketing communications program
that involves determining what tasks need to be done and what
marketing communication functions should be used to accomplish
them and to what extent.
zipping (11) Fast-forwarding through commercials during the
playback of a program previously recorded on a VCR.