Jargons Management

Jargons in Advertising

A
Above - the Line Advertising A kind of advertising for which a commission or fee is payable to a recognized advertising agency on behalf of its client(s). Generally press, , cinema, radio, television and posters sometimes referred to as theme advertising. Accelerated Motion It means the apparently inclined speed of movement obtained by projecting at normal speed a film that has been taken at less than normal speed when shooting. Accelerator Accelerator means little change in demand for consumer goods resulting in a comparatively substantial variation in demand for capital plant supplying these goods. Accordian fold Accordian fold means small, usually inexpensive, leaflet having alternate folds accordian like so that it will pull out into one broadsheet. Often used as give away or hand out for the purposes of sales promotion. Account In term of sales it is an invoice. But in advertising, it means a client of advertising or other agency, that is to say, an organization providing a service in consideration of which an income is derived. Account conflict It is a situation or condition in which an advertising agency or other outside service house is offered a business opportunity, which is same to that of an existing client or account. An advertising agency handling an automobile account could not thus take on another competing and therefore conflicting client in the same field. The problem can be overcome only partially by having a number of separate account groups. A more satisfactory solution is for there to be a separate company with no more than a fiscal connection.

Accounts Executive In advertising agency it is a key career option. When he is a link between a client and his staff he is called accounts director. He is briefed by the marketing or sales or advertising department of the client. He communicates this to the agency people. He reaches out to various clients for seeking new business. Even clients who want an agency to work for them contact the account executive. This business development work makes him virtually a marketing manager of the agency. Account Group It is a sub-unit of an advertising agency, managing a group of clients or accounts. It can be fully or partly self contained. Accreditation It means the advertising agencies operating in India are recognized by the INS The Indian Newspaper Society, New Delhi. While granting accreditation, the services rendered by the Agency, the accounts handled, the billings made, the organization structure and facilities, the foreign tie-ups, the creative output, the personnel employed all these are taken into account. INS press Hand Book lists the accredited agencies together with the basic information. Press and Advertising year Book lists the accredited as well as non accredited agencies. Accreditation enables the media to offer 15 p.c. commission to the Agency. The media also does not fight shy of extending a certain period of credit to accredited agencies while settling the bills. It helps the potential advertising in selecting an appropriate agency. Acetate It is a thin plastic transparent sheet, originally cellulose acetate. It is used in graphics as an overly on layouts or artwork. Across the Network It is the schedule for a specific advertiser or programme series that specifies transmission simultaneously form all the transmitters constituting the network. Adaptation Adaptation means use of a idea, as in an advertisement, for other media, e.g. poster, point of sale, literature. Also to adapt an advertisement to another shape or size. Address line It is the part or a portion of advertisement or promotional material which contains the address of the advertiser, or the address to which any inquiries should be sent. Ad Hoc It is concerned with occasional market surveys. Advertisement and Advertising Advertisement means an 'public annoucement'. In earlier times, to advertise meant merely to announce or to inform. Some advertisement today still do just that: provide information about birth, deaths, engagements, with little or no intention to persuade. The majority of classified advertisements provide useful information about

jobs, accommodation, sales of second-hand vehicles and furniture, etc. Matrimonial advertisements, recruitment advertisements, and tenders notices and similar types of public announcements also provide the public with valuable information, which would otherwise be difficult to obtain easily. The earliest advertisement in the first English newspapers published in India in the eighteenth century were little more than public announcements about the arrival of ships and merchandise from abroad. Advertising as we understand it today, was not used until about 200 years ago. The form of advertising for the transmission of information dates back to ancient Greece and Rome. Criers and signs were used to carry information for advertising goods and services well before the development of printing. Even during the Middle Ages, advertising signs were very extensively used. These signs generally consisted of illustrations of symbols of the products advertised. The upsurge in advertising came after the development of printing. When printing techniques were perfected, and as this industry developed, the signs were replaced by written words or messages. Advertising has evolved since the industrial revolution as a tool of marketing communication. It is an art as well as a science. It is a career for many. It is rapidly getting professionalized. Advertisement Copy Copyrighting is the single most important and critical activity for the success of the entire advertising campaign depends on it to a large extent. Copyrighting is a key activity in advertising; indeed, a creative activity. A copywriter translates the selling points of clients product or services into benefits for selected consumers. He is concerned with what to say and show in an ad, and how best to say and show it. He is called upon to utilize all his creative talent to present those product benefits, which best appeal to consumers. However, copyrighting creativity is not pure, as it is in the work of a poet, novelist or playwright. It is a disciplined creativity, as rightly termed by a well-known author; it is not pure freedom of imagination. Certain checks are enforced on the free reins of self-expression, so essential for any creative art. Advertising copywriter writes with the purpose of achieving his clients objectives instead of his own. In fact, self-expression is replaced by the attributes and features of products and services which target consumers can identify and appreciate. Advertisement Department It is a part or portion of a publishing or other association in the communications business related with selling advertising space or time, either to an agency or direct to a client. Advertisement Manager Advertisement Manager is a executive who is responsible for selling advertising on behalf of a publisher, television, radio station or display contractor. He is also responsible for managing the advertisement department. Not to be confused with an advertising manager.

Advertiser Advertiser can be a manufacturer or a distributor or a public sector company or government department. It can be a voluntary agency. Technically, they are the sponsors of the advertising. All major advertisers maintain an advertising department. Advertising manager control the advertising department. He reports to the Chief Executive or Director Marketing or to divisional head. Advertising manager performs managerial as well as operational functions. He is responsible for interacting with agencies and the media. He pays attention outdoor ads. He takes part in compaign planning, and media planning. He gives the necessary briefing to the Accounts Executive of the advertising agency. He gets point-of-purchase material prepared. He is the man behind Sales promotion and Merchandising. He maintains press relations, and PR functions. He brings out a house journal, if there is no PR department or corporate communications department. He is appointed on the basis of his knowledge of advertising and journalism, his knowledge of the industry, his management background and his marketing background. He maintains a good client-agency relationship so essential for the success of the campaigns. Advertising It means use of paid for space in a publication, for instance, or time on television, radio or cinema, usually as a means of persuading people to take a certain course of action, or to reach a point of view. It can be include posters and other outdoor advertising. Advertising Agencies It is a team of experts appointed by clients to plan, produce and place advertising campaigns in the media. It account for billing of RS. 2000 crores per annum. It employs today 10, 000 people. In 2000 it will need twice this number. They are regularly in need of a diversity of talents both on the creative as well as production side. Advertising and positioning Research has shown that there is a very real limit to how much a mind set can handle. According to George A. Miller, Harvard Psychologist, the average human mind cannot deal with more than seven units at a time. Even in high interest product categories, the average person can rarely name more than seven brands. This is where positioning comes in. Advertising has to establish the brand in a commanding position in the mind sets of consumers. The image and appeals must be related to the way consumers possibly think about a brand and thus position it in their minds. In order to develop a clear position, the communicator must somehow put together all aspects of product, consumer, trade, competition and communication situation in a distinctive way for that brand. Good positions are difficult to maintain, and a company must be prepared to defend its position sometimes at great cost. The competitors relate their brand to a brand that is in a dominating position. Positioning doesnt require a head-on collision with the leading competing brand. This is quite risky. It is better to maneuver around the leaders position. Sacrifice is the essence of positioning: for effective positioning, a brand has to stand for one quality or benefit in the mind of consumers, instead of being all things to all people. This involves sacrifice of opportunity to different market segments.

Position in the consumers mind is the end product of the process of filtering information about:- The product attributes, The packaging, The pricing, and the image of the product created by advertising. This may be different from the products functional or physical attributes. This subtle distinction is increasingly important in a competitive market place where thousands of advertisements fight for the attention of the consumer. Advertising and Price Price is an important consideration in buying decisions. Every one of us would like to know the price of a product for comparison purposes before finally deciding to buy. Indian consumers are, by and large, price conscious. Some people may not sometimes be mindful about the price of some product. AT other times the price for most of them is an important factor in their buying decisions. Price is also indicative of quality. Many people equate price with quality. The costlier the product, the better the quality. The reverse is also true. If a product costs, less we immediately feel that it cannot be of good quality. Pricing a product is an important and critical activity. If a lower is fixed, it will affect the profitability of a business; and if a higher price is fixed, the product will not be able to stand in competition and may be priced out of the market. Therefore, the right price has to be fixed. Then, there are various pricing methods such as the skimming and penetration pricing of a new product: the cost plus and market price for existing products; and the marginal pricing versus the full cost pricing method. Advertisements sometimes carry the price tag of the product. For some products, when many identical products are competing with each other for consumer preference, the price may be an important influencing factor. Think of many cigarette ads, in which the maximum prices for a pack of 20 and 10 are given at the bottom. The other purpose of giving the price in advertisements is to discount the possibility of higher prices being charged by the retailer from the ignorant customer. The Price of a product is sometimes made the theme of its advertisement to inform the prospects that the total product offering is economical. Think of those ads about tours inserted by a travel agency. Invariably, price of package tours is made an important theme in the ad, apart from its other attractions; it tells the prospect that such a good bargain will never come again and should not be missed. Advertising and Publicity Publicity is defined as non-personal stimulation of demand for a product service/business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it on radio, TV or stage that is not paid for by the sponsor. Two significant distinctions emerge. Publicity is not openly paid for. Secondly, presentation is not programmed. Marketers have less control over publicity than they over advertising. Publicity is left to the discretion of the media in terms of whether to present it or not, contents to presentation and the format of presentation. Publicity may be negative as well as positive.

Advertising Appeals Now a days advertising has become expensive, time consuming and an important marketing activity. Firms have a great stake in the success of their advertising campaigns, for their growth and, at times, even their survival, depend on it. A vast amount of time, money and energy to into the creative work of developing advertising appeals to influence the buying behavior of consumers. Through various appeals, advertising influence, rationally or emotionally, the prospects purchase decisions. For this purpose, they take the help of varying product features or attributes in their ad appeals, or seek to influence consumer perception of, a and changes in consumer attitude to, the advertised product or brand, Ad appeals may be product oriented or consumer-oriented. Since there is a large number of such ad appeals, it would be difficult to discuss them all. It would, therefore, be helpful to devise a framework for classifying advertising appeals. Advertising Budget It means a sum of money kept aside for spending on an advertising campaign. Sometimes represents total sum available to cover all advertising expenditure including overheads. Advertising Campaign? It is an advertising campaign is an organised series of advertising messages with identical or similar message over a certain period of time. It is an orderly planned effort consisting of related but self contained and independent advertisement. Though the compaign is conveyed through different media, it has a single theme and a unified approach. The independent ads used in campaign are similar to one another and this is deliberate. There is a psychological continuity due to a unified theme. The physical continuity is provided by similarity of visuals and orals. In a broad sense, a compaign is a co-ordinative effort of promotion of a particular product/service during a certain period of time to attain pre-decided objectives. Advertising Manager Advertising Manager is a executive who is responsible for planning and implementing his companys advertising, he is also responsible for managing the advertising department. He is also called as publicity manager, sales promotion manager, and Marketing Services manager. Advertising Medium It means vehicle of communication, which provides for some form of advertising, e.g. the press, television, Radio and transport services. Alternatively, a communication channel planned specifically for the purpose of advertising, e.g. direct mail, exhibition, poster site, and some printed publications, e.g. catalogues. Advertising novelty Advertising novelty is cheap, possibly gimmicky, gift carrying advertising message, brand name or symbol. Typical examples or key rings, ball pens, scribble pads, stick or pin-on badges.

Advertising of New Products It is an important activity of the marketing process. A "new product" may refer to a totally new product manufactures as a result of a technological breakthrough, which fully replaces the old and existing product. In marketing management, however, the term " new product" refers to a product that has been modified or improved or which completely replaces a similar product. A modification of an existing product, an imitation of a competitive product and product-line acquisitions are also included in the broad meaning of the term "new product." The concepts of market segmentation and product differentiation are important in the achievement of better marketing results. Advertising, when rightly employed, makes it possible for such strategies to work beautifully. In segmentation, a product is modified in such a manner that it fits the special need which seems to exist among a group (segment) of potential buyers. In product differentiation, however, consumers have to adjust their demand to the product as it exists or to a changed existing product. Advertising is effectively used to persuade consumers that they should purchase a particular item. In both the strategies, advertising plays a great role. It is only through advertising that the public is made aware of product attributes, Whatever may; be the strategy adopted. Advertising introduces a new product to prospects, and calls their attention to changes/modifications made in the old product. Without advertising, the process of informing the consumers about product innovation will either not exist or would be slow, resulting in a disincentive for product development. Advertising Rates It is a charges which is made by advertising media for use of their services or facilities. See Rate Card. Advertising Regulations It is a conditions which is imposed upon advertising by media owners, trade associations, or government. Advertising Research It provide the knowledge and data about the consumer, the product and the market. These data are about who the consumers are, what their needs and wants are, what is who the consumers are, what their buying behavior, what are the product qualities; when and where these products are bought, who are the competitors, what is the extent of the competition; and in selecting the type of media to be employed. Advertising-related research falls into four phases: (I) research to facilitate idea generation. (II) research involving idea generation leading to extended creativity. Here research observations are translated into creative copy. (III) Pre-testing. (IV) Past-testing of ads. Though research can give direction to a compaign, it is no guarantee for success. The role of research in advertising process is more to provide a consumer focus than a copy or treatment focus.

Advertising research can give direction to a compaign, it is no guarantee for success. The role of research in adverting process is more to provide a consumer focus than a copy or treatment focus. Advertising research adds the dimension of a scientific approach to advertising. While the business approach is concerned with advertising as a part of the marketing mix, the creative approach in advertising refers to the effectiveness of communication from the seller to the target customer. The scientific approach is a practical way of ensuring against advertising failures and improving the probability of success. Advertising Schedule Advertising Schedule means programme of planned advertising insertions, showing detailed costs, timing, nature of media and the bookings to be reserved. See Media schedule. Advertising Strategy It means the scheme of an advertising compaign. Advertising Theme In advertising theme the advertisement is built around a core idea. This central or core idea runs through the whole copy. The same idea is sustained in the entire campaign consisting of a series of a advertisements. The core idea is thus the theme of the advertisement. The theme is a; certain appeal and is an important unit of content analysis. Different attempts have been made to classify the advertising themes for different product groups. The late Narendra Mohan of IIM A studied the themes of Indian ad copies and identified the following themes: Utilitarian Theme: Focused Theme: Informative Theme: Non-Specific Theme: Achievement orientation Theme: The major importance was on the usefulness of the product. Rin and whiteness is a utilitarian theme. It is aimed to a certain segment of the market. Johnson directs all the messages of its baby products to mothers who love and care for their babies. It informs about the product. All of you must have seen the informative themes of ad copies of no-frost fridges and micro-wave ovens these days. It is vague and diffused. An advertisement of Rayon states: Practical people wear it, busy people ride on it, industries depend on it and smart people back on it. Advertiser announces the achievements to its credit like export earnings, export awards, awards for excellence, awards for productivity, any form of acclaims, The ad copy goes beyond the product features, Philips recently announced that it is the company that gave the world the picture tube.

Descriptive and Projective Theme: New product, Service, Scheme or Idea: Identification of Theme: Advertising Testing

This theme is an amalgam or combination of information and achievement themes. The massage is built around the advertiser product / service and projects an image/achievement of the advertiser. Telco is thus a movement. These themes is exploit by the new product launches, e.g. launch of an anti-ulcer product like Ranitedene ro credit cards. Each advertisement is thus built around a primary; theme but may also have a secondary or perhaps even a tertiary theme.

The advertising themes are based on our knowledge of the market. The target audience, the product features, and the types of appeals which motivate the target audience. The researcher is concerned with the measurement of advertisement effectiveness in advertisement testing. Now the question that arises is: what constitutes effectiveness? In other words which variable is to be counted or measured which will indicate the degree of advertising effectiveness? Effectiveness, therefore, should be measured in terms of a dependent variable, as weight is measured in Kilograms or height is measured in sentiments. The ultimate criterion of ad effectiveness is of course, increased sales; but sale is an ultimate action, and a result of either change in consumer awareness, his knowledge of the product, or a change in his attitude, or the development of certain motivating factors. Favorable consumer responses behavioral, physiological or verbal are employed as measurements or advertisements effectiveness. For Example a person, after being exposed to an advertisement, visits a local dealer or dioceses the product with his friend, or borrows it from his friend for a trial, or buys the product. These are examples of behavioral responses. The physiological responses are: a change in the heart beat., sweating, the movement of the eyeballs, etc. A verbal response is the answer given to a question, written or spoken. Further, an advertisement as a whole cannot be tested with a target sample for the responses enumerated above. It has to be broken down into three parts for message, the media and the scheduling. Each part is then tested for the response of the consumer. The message headline, is illustration, the body text, the layout and the typography are tested for message appeal, its theme, its style, etc. The test should be carried out with ads, which are finished as possible. The more finished an ad, the more accurate are the test results. But this procedure is often conditioned by time and the cost of testing an ad. Testing an advertisement should be involve testing the effectiveness of media alternatives. Broad classes of media, their sub-classes, specific media vehicles, the size of space and time (full page, half page or 30 second advertisement) employed for advertisement all these should be tested in the form of consumer responses. The timing of advertisements, their frequency and continuity have been rarely researched as a part of advertisement effectiveness. Affordable Method It is a way of arriving at an advertising budget, on the basis of what a company; can afford, rather than what task has to be achieved. Agency Compensation It is the method of paying the agency has been a subject of much discussion nowadays at almost all the meetings of advertisement agency associations and advertisement clubs. There are, basically, three methods in practice. They are:

(a) Commission System: It is the oldest system of remuneration. The agency is paid a fixed commission by the media on the advertising bill for the advertisement space bought by the agency. This fixed rate of commission is 15 percent in the USA as well as in India. Thought the rate varies form country of country, the rate of 15 per cent almost universal. (b) Fee System: It comes into existence by following a controvers between an advertiser and an agency. The former argued that 15 per cent commission was too high a rate, whereas the agency took the stand that it was unremunierative for the many services rendered to the client. The fee system is used in TV advertising; when once the commercial is created, it may be used over a long time. A flat fee is paid to the agency for the specialised services performed by it. (c) The third type of compensation consists of service charges. It is added to the cost of materials, and services bought by the agency for the client in artwork, photography, typography, plates, etc. Normally, it is cost plus 15 per cent. AIDA Initial for Attention, Interest, Desire, Action, which denotes the progressive steps of customer reaction in the process of making a sale. Dates from the late 19th century. AIDA Model It is a simplified model which is based on the identical principle of sequential stages of consumer action is known as AIDA model. It stands for: A for attracting attention I for rousing interest D for building desire A for obtaining action The first three funcitons can be effectively performed by Advertising as a communication medium. In the case of direct-action advertising, it also must translate desire into action, unaided by any other promotional instruments . In the case of indirect-action advertising, however, the action can be aided at the time of purchase by two-way communication between the intending buyer and the sales staff. Aided Recall It means prompting respondents, by inducing association of ideas to help recall, particularly of television or cinema viewing. Air Brush It is a instrument which sprays atomized dye paint in a controlled manner. It is used for retouching photographs and for producing artwork. Air Date It is concerned with the date of first transmission of a commercial or compaign via a broadcasting service.

Air Time It is concerned with the time devotedmount of time devoted or allocated to an advertisement on radio or television. May also refer to actual time of transmission. Airway Bill It is used as a contract of carriage by air. It is also known as air consignment note. Amongst Matter It is a position or a situation of an advertisement, where it is situated amongst editorial material. Animation Animation means movement added to static objects, especially in relation to cartoons. Annuals It means periodicals which are published once a year, usually in the form of reference books. Anonymous Product Testing Anonymous Product Testing means testing in which various basic products are all presented in a common anonymous form, e.g., a plain pack. This complements the pseudo product test in evaluating a consumers ability to perceive intrinsic product differences. Answer Print Answer Print is the first print of an edited colour film. Appeal It means basis of a selling proposition or advertising message designed to match a customers want, i.e. the appeal identifies what customers desire and what the product or service concerned can supply. Appropriation In advertising it refers to the total sum of money set aside for all parts of the advertising mix. Equally, there can be appropriations for other parts of marketing or general business activity. It sometimes referred to as advertising budget. Artwork It is a pictorial or illustrative part or portion of an advertisemt, or publication, in its finished form ready for block-making or production, e.g. a retouched and masked photograph.

Arbitrary Method It is the method of arriving at an advertising budget unrelated to calculation and without reference to the task to be achieved. It is still a commonplace means of determining how much should be spent on advertising. Area Sample Area Sample means number of people or organisations, it is a part of a research study, situated in any particular geographical area. Art Buyer Art Buyer is a person who is responsible for purchasing artwork or photography, usually in advertising agency. Art Director It means individual charged with the task of overseeing the transforming of a creative idea into visual form. Artists Medium It is a material which is used by artist for his particular visual expression, e.g. pencil, ink, paint, photography. ASA It stands for Advertising Standards Authority. It is an independent body set up and paid for by the advertising industry to ensure that its system of self- regulation works in the public interest. The authority has an independent chairman. Its members are appointed by him to serve as individuals and not as representatives of any section or interest. Half of its members must be from outside advertising. The authority maintains close contact with central and local government departments, consumer organizations, and trade associations and deals with complaints received through them or direct from the public. Atmosphere Atmosphere means qualitative or subjective value of a medium or publication for advertising purposes. Atomistic Evaluation It means evaluation of certain elements or steps in advertising, particularly using indices of advertising effectiveness. Attention Value It means extent, to which an advertisement can secure the initial attention of a reader, sometimes expressed in quantitative in quantitative form in starch or other page-traffic studies. Attitude It refers to state of mind reflecting a negative or positive personal view about an object or concept; a state of indifference indicates a mid-point between these opposites.

Attitude Change Attitude Change means extent to which an attitude varies or differs, usually as a result of external stimuli. Attitude Research Attitude Research is an investigation, often by personal interview or group discussion, into the attitude of people towards an organization or its products. Attitude Tests It means an indirect measurement of the post testing effects of ads on attitudes towards the advertised product or brands. The change in attitude as a result of advertising is assessed. The assumption is that favourable attitude towards the product may lead to purchases. Most ads are designed to either reinforce or change existing attitudes. An attitude is a favourable or unfavorable feeling about a product. This attitudes are measured rating scales. Indirectly, the individual is asked to indicate his agreement or disagreement with certain statements, thus overcoming the need of self-assessment. The score calculated on the basis of agreements disagreements is taken as a measure of the attitude of an individual. Certain types of indirect scales are now available to measure attitudes. Attrition Attrition means gradual wearing away of an individuals loyalty to a product or organization, attributable largely to competitive claims and promotions. It may occur with advancing age but can often lead to a change of purchasing behavior for no very apparent reason. Audience It means group of people exposed to any of the media, but more usually associated with television, radio, or cinema. It is a passive word and does not necessarily imply attention to an advertisement. Audience Composition It is a method of classification of audiences by specific characteristics, usually demographic. Audience Data Audience Data is the information relating to size or nature of an audience. Audience Flow It means gain or loss of audience during a programme. Audience Surveys in Radio and Television. There is a audience research unit of AIR and Doordarshan at their respective directorates in New Delhi. Further, each production centre also has a research cell headed by an audience research officer and assisted by a staff of six to seven research personnel. Doordarshan currently has 14 such research cells whose work is coordinated by the Director, Audience Research at New Delhi, Research in AIR and Doordarshan is, however, an in house activity and its role is basically advisory and

recommendatory. The findings are rarely made public, though the claim is that most producers, administrators and policy makers are often guided by the research results. Khurana and Malik of ARU, New Delhi, state that the resent format of the National Programme is a successful outcome of the evaluation-prompted changes that have been incorporated, in terms of telecast time, structure, content and so forth. The changes were effected on the basis of the recommendations emerging out of the two major all-India surveys conducted in December 1982 and June 1983 of assess viewers reactions to the national programme. The main method of collecting viewers reactions is panel surveys, and the analysis of mail received. Audiovisual It means any form or combination of visual,cine film, transparency or video and sound such as record, tape, cassette, optical or magnetic sound track. Audiovisual Sales Aids It means equipment incorporating facilities for communicating by sight and sound used by salesmen to simulate an actual demonstration. Audit Audit means formal examination of accounts or management resources. Audit bureau of Circulation (ABC) Circulation auditing organisations function in 25 countries. In Asia, audit bureaus function in Japan, Singapore, Malayasia and India. The Indian ABC is a founder-member of the International Federation of Audit Bureau of Circulations. The Audit Bureau of Circulation (of India) was established in 1948 as a voluntary effort by national advertisers, advertising agencies and newspaper publishers in their common interest to measure circulation of publications in a true and standard manner. Members of ABC are required to keep records to facilitate audits. An independent of Chartered Accountants, appointed by the member, conducts half-yearly audits according to a procedure prescribed by the Bureau. The ABC panel or chartered accountant Above the in a true and standard manner. The ABC is a non-profit making company limited by guarantee, and supported solely by entrance fees and annual subscriptions from its members. Advertisers pay an annual subscriptions on the basis of their annual press appropriations. Advertising agencies pay a fee based on their annual turnover in press advertising. And the subscription of publishers is based on their circulation levels and frequency of pblication. The annual subscription for a daily newspaper with circulation of 5,000 copies is as low as RS. 1000, and for a weekly publication with a circulation of 15,000 copies, it is only RS. 800. The Bureau bears 50% of the cost of Admission Audits in cases where such audits are successful. Yet the majority of newspaper and magazine publishers are not ABC members. At the end of 1989, its membership comprised 119 advertiser companies, 214 professional ad agencies and news associations, 137 daily newspapers, 61 weeklies and 95 magazines totalling 301 out of more than 25, 000 publications in the entire country. Circulation wise, though, ABC membership accounts for around 50% of the total circulation of 55.4 million copies.

The affairs of the ABC are guided by a council of Management, half of which is elected annually by the General Body on a rotational basis. Equal representation is given to newspaper and magazine publishers (who are space sellers) on one hand, and to advertisers and ad agencies (who are space buyers) on the other. The chairman is elected from each of the two wings alternately. The ABC certifies the figures of Net Paid Circulation which is defined as that portion of a publishers circulation which has either been sold directly to and has been paid for by the reader at normal retail prices or subscription prices or sold by the publisher through distributors at a commission not exceeding 40% of the published prices which may reasonably supposed to be sold by them and paid for by the readers at full prices. The certificates represent six-monthly audited periods. Members of ABC are required to keep records to facilitate audits. An independent of Chartered Accountants, appointed by the member, conducts half-yearly audits according to a procedure prescribed by the Bureau. The ABC panel or Chartered accountants then conduct Recheck Audits of member publications, once every four years. Surprise Checks too are carried out sometimes, where ABC auditors visit publisher organization without prior notice to verify actual print runs and distribution of copies and supporting documentation. Every six months ABC provides its members with audited circulation certificates of important newspapers and periodicals. Circulation data covers distribution of copies in various States and Major cities, which are potential markets. The Certificates provide information of average figures of average circulation for the audit period, month to month net sales and average figures for the previous audit periods. Information of single copy subscription sales, copies distributed at discounted and free distribution is also given

B
Back Bench Back Bench is a senior editorial executives in a newspaper. Back Cover Back Cover in advertising, means the back cover of a magazine usually available at premium rates for advertising. Special rates apply to both inside and outside back covers. Back Ground (1) It is the secondary information relating to a marketing campaign. (2) Remoter part of an illustration or advertisement layout.

(3) Sound effect or musical strain in a broadcast or film. Backed Note It means an authority, endoresed by broker, to master of ship arranging the loading of goods for shipment. Bag It is an open ended container for wrapping goods usually at the point of sale. Made from paper or plastic, and sometimes including paperboard for added protection. Often bearing distinctive printing indicating origin, and advertising goods or services. Banner Banner is relating to an advertisement headline stretching across open space. Also large board or piece of fabric held or towed aloft bearing some slogan or symbol. Base Line It is a part or portion of an advertisement or promotional mateiral, usually containing address, company name, logotype and maybe a slogan situated at foot of page; often conforms to common house style. Basket It is a container made from various materials cane, wood or paperboard, and having a carrying handle, used in horticulture mainly for tomatoes and soft fruit but also, in wire, used in self-service stores for collection of merchandise by customers. Battered Latter It is a typeface which has been damaged or is in some way faulty; shows up in printing as an indistinct letter. Behavioural Research It means research into human behavior, singly or in groups, particularly in connection with consuming or buying habits but also concerned with wider aspects of social and organizational conduct. Below-the-Line Advertising It means advertising activities which do not normally make provision for a commission to be payable to an advertising agency. These include direct mail, exhibitions, demonstrations, point-of-sale material, sometime referred to as scheme advertising. See sales promotion with which it is often confused. Benefit Segmentation In benefit segmentation the market is segmented on the basis of the benefits people seek from the product, e.g., lowest price, durability, use on special occasions. Benefit segmentation of toothpastes can be done on the basis a flavour, price, product appearance, brightness of teeth and decay prevention. Forhans is thus for healthy gum, Colgate gives surakshachakra, and close-up fresh breath. Naturally, Close-up is a benefit chosen is a pointer to their demographic characteristic. The benefit segmentation thus

requires identification of major benefits which people look for, the kinds of people who look for such benefits and the major brands, which offer such benefits. This approach is direct and customer-oriented. Bill It means an invoice. (2) Short for billboard a placard or poster in outdoor advertising. (3) Announcement listing persons in a broadcast programme. Billing It means total value of business handled by an advertising agency in a given period. Bin It is the container for bulk display of merchandise at the retail outlet. Often used in supermarkets to dispose of goods on special offer. Binding It is the procedure of joining together pages of a book or other publication by means of stitches, staples, canvas, plastic, glue, rings, or other such devices. Bingo card It is an enquiry card which bound into a magazine and containing matrix of numbers or letters which correlate with similar keys in advertisements or editorial items. Facilitates reader enquiries and is usually prepaid for return to publisher. May also be referred to as readers, enquiry card. Blanket Coverage It means advertising without prior selection of specific target audience. Bleed It is an advertisement or printed page which utilizes the entire page area, i.e. print extends beyond the margin to the edge of the page. Blind (1) This term in printing imdicating the impression of letters or symbols without the use of ink, but by raising the surface, i.e.embossing. (2) It is also used in product testing, where the commercial identity of the product(s) tested is unknown to respondents. Blind Advertisement It is an advertisement which is anonymous, i.e. it omits the name of the sponsor as in situations vacant where the company does not wish to disclose identity and uses a box number or similar device instead. Blind product Test It means evaluation of a product in such a way that the respondent is unaware of the brand.

Blink-Meter It is used in advertising research to measure the frequency of a persons blinking, so giving indications of interest or qrousal. Blow-Up It means considerable enlargement of photograph or other illustration. Blurb It is frequently used in reference to the board of Management of a firm or other organisation. Board It is used in reference to the Broad of Management of a firm or other organisation. Body Copy It is a main copy in advertisement, as opposed to headlines or illustration. Body Matter (Or Type) It means small type which forms the bulk of the text in an advertisement, or indeed any piece of printed material. Bold Face It is a typeface in printing which is particularly heavy so that it stands out from the other printed matter. It is used especially for titles or headings requiring prominent display. Booth It is a exhibition Stand Born Salesmen It is a sales or other personnel attributed with natural qualities that result in superior selling achievement. Bottle It is a narrow necked container, usually of glass, stoneware or plastics. The latter may be rigid, e.g. containing carbonated drinks, or pliable, e.g. for washing up liquids, where hand pressure assists dispensing of contents. Boutique A organization providing a specialized advertising service rather than a full range of facilities. Usually associated with creative services. It is also applicable to shop carrying a range of trendy feminine wear. Box

Box is a rigid container, completely formed at the point of manufacture, constructed of cardboard (starboard or chipboard) and often covered with decorative paper, e.g. gift boxes, quality chocolate boxes. It may be made from rigid plastics. Brainstorming It is an intensive group discussion to stimulate creative ideas and to solve business problems ranging from new product concepts to improved sales performance, brand names to co-operative strategies, advertising slogans to PR events. The essence of a brainstorming session is that no idea, no matter how apparently irrelevant, should be discarded without adequate consideration and debate, the intention being to repel normal inhibitions and stimulate every kind of suggestion. Brand It is an established products name, wholly of a proprietary nature, and usually listed within the Register of Patents. Brand awareness It means extent to which a brand or brand name is recognized by potential buyers, and correctly associated with the particular product in question. Brand Equity It is the intrinsic value or worth of the brand in term of the kind of money a consumer is willing to pay for it in preference to its competitors. When we consider in a coordinated fashion the decisions related to advertising, marketing, market research and media, they lead to brand equity. It is the process of building up the brand by piecing together the elements like brand name, packaging, pricing, distribution and advertising. A good example of brand equity is Wills Filter Cigarettes which has a 30-years heritage, and which has taken in its stride no less than 28 price increases. It has also faced severe competitive pressures from king-size entries. And, yet, Wills Filter still holds its own, enjoying immense loyalty and showing sound brand equity. The brand has consistently consolidated its position. The Wills Filter Made for Each Other ad campaign has been nurtured, nourished and continually freshened. Another example of brand equity is Lux, which has consistently followed a strategy of beauty soap of the film stars position. Branded Goods Branded Goods means goods identified with a proprietary name, normally pre-packed by the manufacturer, for promotional, security or trading purposes. Branded goods offer some protection to the retailer or the distributor. Brand Franchise Brand Franchise is apart from brand equity and brand image, a very important dimension of branding decision is to opt for brand franchise o high equity brands produced by others. This is a piggy-back-riding approach where the manufacturer pays royalties to the franchising company to allow the use of such brand name as Walt Disney, ET, Mary Quant, Fa, Ray Ban and others. Where it is difficult to develop our current brand name, it is suitable to accept the brand name which is well-known and pay royalty for it.

For example, the cost of launching a new toiletry range is very high and the risk of its not succeeding is considerable. If, however, the range is named McEnroe, Laura Ashley, Monroe or Habitat, depending on the target market, then it may have a better chance of succeeding and of establishing its new identity more quickly and at less cost. Many owners of well-known brands are waking up and realising that they can put their brand on franchise in other fields too. Here the franchise giver earns without making additional investment. Brand Image It means image grows out of brand positioning, but encompasses everything about the brand that gets communicated to the consumer. Image is a multi-dimensional character to a brand that places it on any scale good and bad, rational and emotional. Advertisings primary job, according to David Ogilvy and Reeves, is to give an identity to the brand and make it individualized, reeves advocates USP Unique Selling Proposition which makes the consumer remember just one thing from the ad-one strong claim or concept. A crucial part of Reeves theory is that the proposition or promise made by the ad must be done that the competition has not so far made. Promises of benefit are alright but they must be supported by reasons. The gramatic format of a USP is therefore promise-and-reasons format. Ogilvy by contrast sides with emotion, and not with reason. According to Ogilvy, the task of advertising is to give brand a first class ticket through life. The role of advertising is to invest a brand with a set of associations, favourable connotations or positive psychological overtones. For the most part, these associations are independent of or external to properties inherent in the product or its use. Brand image is engineered by advertising. Brand image is a cluster of intangible attributes rather than real qualities. The ad agency endows or invests the brand with highly distinctive associations. These carve out a distinct identity for the brand. These associations must be inter-poeted to the fantasies, aspirations of the target market. Brand image/values in the consumers mind are beneficial to the purchase of the brand. USPs are based on rational appeals, and brand images are based on emotional appeals. Quite a lot of appeals in advertising are manifestly a mix of reason and emotions, of USP and brand image. In some sense, virtually all advertising is form of mythologizing. The brand mythology springs from the brands unique perceptual inventory of images, feelings and associations what the brand stands for in the consumers mind. Branding Decisions In a branding decisions the marketer has to apply his mind to the brand selection and its use by taking the following decisions: (1) Is it necessary to brand the product at all? (2) Who will be sponsoring the brand? (3) What quality level should go into the making of a brand? (4) Should there be individual brand names, or should there be a family brand? (5) How about having some product versions in same product category?

(6) Is it necessary to reposition the brand? Brand Leader It means product which holds the greatest single share of a market Brand Loyalty It is an active support by consumers in continuing consumption of a particular brand in the face of competition by other branded substitutes. Such loyalty is often subjective or subconscious. Brand Manager He is a executive who is responsible for the overall marketing, and particularly promotion, of a specific brand. Job function ranges from a co-ordination role to one in which profit objectives are built in. Sometimes titled product manager, especially in USA. Brand Personality Brand Personality takes image characteristics of a brand and renders them in human terms as seen by the consumer. Brand image is broader than brand personality because by the time we enter the personality realm, we are dealing with feelings and emotions that the consumer takes away from communications. A well-established brand has a clear brand personality. It may remain unstated. But it can play a strategic role in brand wars. Closely positioned brands may also acquire distinct personalities as a result of exposure to the product, packaging, service, word-of-mouth and advertising. Brand is thought as being friendly, boring, funny, rude, caring, stylish etc. Consumers need to think of brands in human terms. Memorability of a brand personality comes through consistency and other props. Brand personality should not be confused with the description of target audience. The gap between these two is filled by aspirations that are sought to be addressed by the brand, e.g., the Dettol soap user is hygiene-conscious but the brand personality is that of a person who is fastidious, clean and sensible person. In consumer eyes, Close-up is the attractive girl next-door, Colgate is the mother, whereas Cibaca Top is some one who lived on the 17th floor and about whom no one knew. Cibaca does have a personality problem. Brands are much like people. They have certain physical characteristics (how they look and sound); certain skills and abilities (what they can do and how they perform), and certain associations and attitudes: Like an individual, a brand too is a blend of all these. The brand therefore, appeals to senses, to reason and to emotion. For the consumer to be at home with our brand, she must be conformable with its personality. Brand personality must be consistent over a period of time.

Brand Share It means percentage sales by (or consumption of) a given product related to its total market. It can be expressed in monetary or unit terms and, since these provide different values, should always be defined in terms of the method used to calculate it. Break Break means time period is television or radio when commercials are to be transmitted. It refers to as commercial break. Breakdown It is a detailed assembly of data within defined categories. An advertising breakdown, for instance, would show the nature, medium and cost of each item within the campaign. Brief It is a summary of facts, objectives and instructions relating to the requirements for the creation of a compaign, an advertisement, or any other element of a marketing operation. Broadcast Broadcast means transmit, or transmitted message by electromagnetic radiation (over the air), e.g. radio and television. Broadcasting Radio Commercial Spots In a broadcasting radio commercial messages contain words, music and sound effects, which create "mind pictures" among the listeners. Of course, the formation of mind pictures is bounded by the listeners' imagination. In TV commercials, the advertiser, in effect, may be visible on the screen, may chat with the prospects and display the product, including a demonstration of its performance. TV advertising is very nearly face-to-face personal selling, except that the communication is one-way, and the viewer's feedback or reaction can not be received by the advertiser while he is presenting the product benefits and its unique selling points. Though radio and TV are mainly entertainment medias, they are also powerful-advertising media. While preparing commercials, therefore it should be borne in mind that advertising through USP should not merely become secondary to entertainment. We do not want the entertainment value of our commercial to obscure the sales message we must deliver. Listening and

watching call for less effort than reading and, therefore, there are chances of carelessness on the part of the audience while listening to the radio and watching the T.V. A copywriter for such advertising must consider these facts. While the radio gives the copywriter complete freedom of time and place the unlimited forms of amount of physical activity, TV advertising has the added attraction of visual characters. Radio and TV commercials may have several formats. Prominent among these are humorous, dramatized, musicals, straight sell, educational, and demonstration type commercials. Broadcast Media A Radio and television are public services, which allow advertising for a certain percentage of broadcast time. The national radio network, Akashwani, accepted advertiserproduced commercial on the primary, channel from 1982, though Vividh Bharati, the commercial network accepted advertising spots and sponsored programmes from as early as 1967. No more than ten per cent of broadcast time is allowed for commercials on television and on the primary channel of Akashwani, Commercials are permitted only between a few network programmes such as the evening news programmes. However, there are several conditions imposed by the broadcasting authorities with the broadcast commercials. Advertisements have to be approved of by the Ministry of Information and Broadcasting, of which Doordarshan and Akashwani are 'media units'. The advertisement bookings have to be done well in advance, and for each quarter rather than for the whole year. Further, the advertising rates for prime time and other segments are hiked periodically. The advantages of advertising on television are the following: (a) The reach and exposure are countrywide. (b) It is believed by advertisers to be a cost-efficient medium since over a hundred million can be reached with every time an advertisement is shown. (c) The audiovisual impact of television commercials is thought to be higher than for any other medium. (d) Sponsorship of good programmes brings the advertiser a lot of publicity. (e) Television advertising gives a brand a national image. But there are several disadvantages too of advertising on television: a. The advertiser has little or no control over the manner in which the commercial is Projected. b. The costs are exorbitantly high: a lakh rupees for a 10 second spot at prime time. this is besides the cost of production.

c. For any kind of 'impact', frequency of exposure is essential; hence the costs go up further. d. Most 'spot' advertisements are shown in a cluster, say prior to or following a Programme. The risk is that with around a dozen spots shown one after the Other, the commercial may not be noticed or easily confused with that of other brands. e. The greatest risk is than not much attention is given to the commercial because the Viewer may have the television on but may not be actually watching the screen. She may be entertaining a guest or be busy in another room. f. In sponsored programmes, the viewer may sit down to watch the programme only and not bother to attend the commercials before and after it. Broadsheet 1. It is a printed promotional material usually with one or two folds, but opening up into a relatively large sheet. 2. It refers to newspapers other than tabloids. Brochure Brochure is stitched booklet, usually having eight or more pages, often with a prestige connotation. Budget It means estimate of future sources of income and expenditure including statement of intentions within a given period of time. It can relate to individual parts of the marketing mix, when it may include expenses only, or to the total marketing operation. Budgetary Control It means methodical monitoring of planned income and expenditure by issuing sales targets, placing orders and authorizing payments within the context of a previously approved and detailed budget. Provision is made for continuous feedback, which relates to all financial commitments and projected surpluses or over-expenditures.

Bulletin (1). A brief, periodically issued, mailing or announcement. (2). Painted outdoor sign or display. Bulletin Board (1). It is a poster illuminated outdoor sign, or transparency, size forty-eight sheet or even larger. Often found in city centres or on trunk roads (2). Notice board. Burst It means concentration of television commercials into a short space of time. But side It means space on the side of a bus, available for advertising. Generally 17 ft 6 ins long by 1 ft 91/2 ins deep. Buyer (1) Person responsible for making a final purchasing decision (2) Executive in a company heading up the overall purchasing Function. (3) Department head in a department store. Buying Signals Buying Signals means indirect indications of a prospect's growing interest in the product being presented. Buying Syndicates It means collective negotiating and buying group. By-Line

It means reporter's name printed above his story. By-Product By product means product, commodity, or service which becomes available as a result of production of some primary product. B-School Biz-End Jargons in Advertising

C
Cable TV (CBTV) It is a system wherein signals from one source are transmitted to a number of TV set via co-axial cables. Formerly, only a VCP/VCR was used to transmit Hindi/regional movies. When the major copyright holders conceded to give the feature films for telecast to cable TV operators from May 1, 1990, this medium received a major boost. There are cable TV associations like Encore Cable Associates, Intercable TV Enterprises whose membership against an annual fee and monthly rental fee entitle the operator to legal copyrighted cassettes (either 30 or more per month) for showing to their viewers, with no legal hassles. With the advent of satellite TV, all cable operators who formerly had only a VCP/VCR also installed dish antennae to show the satellite channels. The hardware used by a cable operator consists of a VCP/CVR, colour monitor, channel mixer, dish antennae, LNB, and amplifier. Types of media It means the connections are given by co-axial cables and junction boxes, the installation costs of which are recovered from the viewer. The viewer who takes a cable connection has to pay a monthly subscription fee, which varies depending upon; the area. The government has now introduced a tax on their collections, and the district collector is the competent authority to collect it. Recently, a bill has been introduced to control the Cable TV business.

The Salient Features of Cable TV are as follows: In a cable TV there are concessionaires who have advertising rights on cable channel e.g. Super Advertising and Marketing(SAM) are concessionaires for Cable Video Corporation; and Encore Cads are Concessionaires for Cable Master Software. A viewership data made available are not taken by ad agencies seriously. Trikay Grey is the only agency, which has taken CBTV seriously and has collected some data on viewership. According to them, 1.6% household (HH) are connected to CBTV. 42% viewers are in RS 2500 plus income group. In the viewers there are housewives 71% of which are in 36 plus group. It is an alternative channel mainly during non-prime time TV. It is a good medium for test marketing and for advertising products like ceasefire meant for the Upper middle and middle classes. These days this medium has penetrated to lower classes also just like TV. It is definitely a better medium than video. Here, we have some idea of the target audience, and a guarantee that the ad will be shown. It gives immediate response. The cumulative reach is higher with CBTV. The ads are more focused. Follow-up can be given by advertiser with phone calls/visits. A medium is ideal for products that require demonstration Call Frequency It means frequency with which salesmen visit or contact customers. priority. Call Frequency Schedule It is a salesman's journey plan. Calligraphy Calligraphy means handwriting, or lettering, as an art form. Calling Cycle (journey Cycle) It is a average period between calls on a given customer. Call Rate Distinguished from conventional journey cycle by customer categorizing into groups of varying

It means number of personal contacts made with customer or prospects within a given period of time. Call Report It means summary, usually in writing, of visit by salesman to a customer, account executive to client, or similar business meeting. Campaign It is organized course of action, planned carefully to achieve predefined objectives. Can relate to advertising, sales, public relations, or any part of the promotional mix. Campaign creation, Three Phases of In this there are three phases involved in the creation of any campaign. I. Strategy Development Phase It decides the objectives and contents of communication. It analyses the research data and decides positioning of a brand. The strategy formulation is in modern day's agencies a team effort. The creative persons form apart of this team not as a creative person but as a mind. There are brain-storming sessions. The ideas are thrown up by the team. These ideas ultimately make up the strategy. The brilliant in the team pick up one or two ideas from the total ideas generated and develop them. Our strategy should give us a competitive edge. II. Advertising Brief to the Creative As a matter of fact, the client has to brief the agency about the strategy. However, most of the time this does not happen. The agency is supposed to brief itself. The strategy formulated is communicated to the creative people. They are briefed about how to create the advertising the product needs. clarity. The strategist should be a good motivator for the creative team. Proper briefing is going half-way as far as creativity is concerned. III. Creative phase Bad brief to the creative team results into bad work. Good brief ensures good work. The strategy should be communicated with I. Strategy Development Phase, II. The Briefing Phase and III. The Creative Phase.

Here the lateral thinkers come on the scene. They leap from a single Uni-directional idea of the strategist to an advertising idea that will add value to the product/brand. The creative persons are supposed to be right-brained--lateral thinkers; unrational thinkers as against accounts director who is left-brained, i.e., logical. They make connections,

which has not existed before. They rearrange the order of the things. They create abruptions in the consumer mind. There should be a beautiful marriage between the strategy and the leteral thinking by the creative people. Campaign Planning It means campaigns, a team borrowed from military Science, is an organised and carefully planned use of paid publicity for fulfilling a definite purpose. It is broader than mere creation of individual advertisements. The basis of any campaign is the consumer behaviour and the market profile. The demographic and psychographic study of consumers constituting a market is a must to create advertisements for the right target audience with the right type of appeals. Campaigns are governed by the following parameters: i. ii. iii v. The total advertising budget The media availability The consumer profile The campaign's duration and its timing

iv. The product profile vi. The advertising and marketing objectives vii. The distribution channels viii The marketing environment including pressure groups and competitors. ix x. xi Can It means diminutive of canister. A metal container, usually of tin-coated mild steel or aluminum, for containing, preserving or dispensing liquids or solids, especially foodstuffs. Hence, colloquial form is 'tin'. Opened except in the case of aerosols by a metal-cutting tool. Canned presentation A review of previous advertising/promotional effort The creative considerations The new plans.

It means any sales or advertising presentation committed to memory and used consistently for all prospects. It is used by inexperienced or new personnel not yet able to deliver their own spontaneous presentation. May figure prominently in sales training sessions. Canvass 1. To interview a selected group either for research purposes or within a selling procedure. 2. It is used in research to indicate coverag of an entire Population rather than just a sample. Synonymous in this sense to polling or conducting a census. 3. In form of 'cold' canvass, reference is made to salesman calls on prospects not previously contacted. Canvasser It refers to sales representative or selling agent calling direct on users or consumers. Cold canvassing is the term used to describe a salesman's uninvited (often the first) call on a prospect. Caption It means short description relating to an illustration or diagram. Captive Audience It means audience which, by virtue of its particular situation, is likely to be exposed to an advertising message in toto, e.g. a cinema or conference audience. Captive Market It means group of purchasers who are obliged to buy a particular product due to some special circumstances, either where there is no other source of supply or where the supplier is the owner of the buyer's company. Cardboard It is a popular term for paperboard.

Career Salesman It means sales personnel choosing selling as a career rather than as a step in the promotional ladder. Carnet It is a International Customer document allowing temporary duty-free import of certain goods into specified; normally used for the import of sales promotional samples of no commercial value or for works of art of capital equipment, etc. for temporary use, e.g. for exhibition purposes. Carry-Through Rate It means charging the higher time segment rate when a broadcast programme spans two segments. Carton It refers to strictly a folding carton constructed from paperboard, 'set-up' or closed by an adhesive and or by interlocking of end or side flaps. Most commonly made out of a white-lined board, which is printed. Can contain one or a number of units, or dry goods such as powder. Sometimes wrongly used to describe a fibreboard case. Casting Off It means estimating space in printing required to accommodate a given number of words of a several typeface and size. Catalogue It means publication containing descriptions or details of a number or range of products. Ceefax It means BBC variant of computerized television information service being developed by collaboration between IBA, BBC and Post Office. Census It means study of an entire population-a government census population is usually carried out in the UK every ten years. Other censuses, e.g. of production and distribution, are also periodically taken in UK.

Census Sample It is apparently contradictory term but meaning a sample drawn from compiled census data. Channel of Communication It means any particular link between a communicator, e.g. an advertiser, and a receiver, e.g. potential customer. Chart It is the clearest and most effective method of interpreting and presenting a subject visually. It can be used to clarify complex problems, reveal hidden facts, or to detect mistakes in statistical work. Checked Copy It is a typed or printed matter that has been proof read for accuracy, authenticity, or merit. Chipboard It refers to cheap quality of cardboard made from wastepaper. Most common form is white lined chip, in which a higher quality lining of white wood pulp is applied during manufacture. This provides a good printing surface and is used widely in packaging, e.g. of cereals, toothpaste, games and hardware. Cinema It means while it is comparatively easy to keep a tab on the exposure of ads on television, radio, and the press, it is next to impossible to check whether a company's ads being regularly screened in cinema houses. A further disadvantages of advertising in cinema theatres is that the movement of prints from one place to another, and from one theatre to another, is very slow, and theatreowners are often careless in handling them. The result is that poor quality prints are shown to the public. The expense of producing slides and high-quality film advertisements is thus not compensated. Yet-cinema remains the most popular medium of entertainment in India. It is also patronized by the rural folk, especially those who live near small towns. Another clear advantage is that in cinema theatres advertisers have a 'captive' audience; the distractions of home viewing of video and cable are kept out from the theatres. And unlike the

print media, films appeal to the literate and the illiterate, children and adults. A further advantage is that 'segmentation' is easy, since cinema films are classified for 'adults', general audiences, and PG (parental guidance; that is, accompaniment of an adult is necessary. Exposure to Cinema (per cent) North East West South 42 50 55 62

(Source: NRS - VI) Merits of Cinema Cinema ensures a captive audience: People visit a hall to see a movie of their choice. This choice ensures a higher degree of concentration (as compared to TV viewing). TV cannot command the complete attention of the viewers. Cinema is the ideal media for riche marketing: Hence the advertiser can be segment specific, Market-specific, right down to a particular district, city or even a theatre. Advertising on cinema is economical: The cost of screening an advertisement film in a theatre of average seating capacity with 50% attendance or 10000 audience in towns of over 10 Lac Population would just cost Rs. 300 a weak. Circular It means piece of printed matter distributed, or circularized, to a defined group of people. Circulation It means total number of distributed (subscribed or free) copies of a periodical or publication. Classified Advertising

It means grouping together into categories or classifications of advertising usually comprising small type-set or semi-display advertisements, e.g. situation vacant, properties required or for sale. Classified Display Advertising It means compromise between display and classified advertising whereby a classified advertisement is presented in a display size and format. Class Magazine It means periodical intended for readership by people having a particular common or specialized interest. In practice, usually applies to consumer, rather than business and professional magazines. Client It means person or organization, for whom a service is performed, such as advertising, market research or public relations. It is sometimes used to refer to a customer. Client Turnover It means when an advertiser leaves one ad agency and switches over to an other, it is known as client-turnover. The various reasons for client-turnover are: (i) `The account is not profitable; (ii) The advertiser is interested in a new medium with which the present agency is not Familiar; (iii) The client and agency perceive the ad strategy in a drastically different manner; (iv) (v) (vi) Lack of coordination between the top executives of the client and the agency; Change for the sake of change; Staff changes also lead to client-turnover;

(vii) Perceived unreasonableness of the other party; (viii) Loss of confidence; (ix) (x) (xi) When the client does not like the ad programme conceived by the agency; Politics and nepotism result in client-turnover Separation of client and agency is an easy thing to bring about.

Researchers have identified as many as 40 factors, which influence the sale of a product, advertising being one of them. But the Agency is almost always blamed if something goes wrong, and the relationship terminates.There are three reason for this: 1. 2. 3. It is very difficult to measure advertisement's contribution to the success or gailure of a Product. Legally, it is so simple to terminate a relationship (e.g., a few week's notice). New people in the client's office might like to have a change.

Again, sometimes-creative people leave an agency. The client therefore naturally changes to a new agency, because the people who worked for him are not there. Many times, there is a change for the sake of change. Clients prefer an agency that is currently popular. Sometimes, the agency itself voluntarily resigns from an account. May be, there are differing perceptions. May be, the agency is accepting another competitive account. Agencies also abandon a consistently losing account. Agencies also resign when the client is over-bearing. Many ad people resent the diktats from the client about their own professional work. Clip 1. Shot or sequence of shots cut or slipped from a complete film. 2. Fastener for retaining connected documentation on movements or transactions. Clipping Service It means an agency which will extract relevant news items or advertisements concerning a product or company in return for a monetary consideration. Closed Circuit It means transmitting pictures to a television receiver by wire instead of radio waves. Alternatively, using a TV camera to record events on videotape, which can then be used to reproduce the record on suitable TV receivers. Cluster Analysis It means grouping attitudes by tendency to agree. It is used in research to associate slightly different attitudes that, in general, have a tendency to agree.

Cluster Sampling It means sample units devised in local groups, often chosen geographically to reduce interview-travelling costs. Coarse Screen It means printing block having larger than usual screen to facilitate its use on lower quality paper, e.g. newsprint. Coding (1) Keying of an advertisement to enable the origin of an enquiry to be traced. (2) Use of numbers or letters in a questionnaire specific questions in order to facilitate analysis. Cognition It is the procedure which uses all human senses to observe the outside world and to form perceptions, attitudes, comprehension and memory. Loosely used as synonym for perception. Cognitive Dissonance It means state of mental conflict caused by taking an action, which is in direct opposition to a particular belief or attitude. In marketing, an example would be pre or post purchase anxiety as to the advisability of a particular choice, usually for more expensive goods. Cold Calling Cold Calling means uninvited call by a salesman with the intention of securing an interview leading to the placing of an order. Cold Canvassing It means calling on prospects without warning and assessing their needs without any prearrangement. Collate It means put together individual pages in a pre-determined order.

Colour Preferences in Advertising Photograph In Advertising Photograph the most preferred colour by both exes is blue, though for women 'red' sometimes is the first, and blue stands second. In general, adults have a preference for blue and red (or any shade of red-pink, rose, crimson, maroon etc.) According to psychologists, the ranking of colours for girls runs like first, red and then yellow, green and blue in that order. As they advance in years, blue comes up in ranking, yellow dipping down. The average adult has a liking for blue, red, green and yellow in that sequence. The colour used in advertising must have brightness, the right degree of contrast and an aesthetic appeal. The choice of the right colour creates an identification and makes for the right type of atmosphere. Colour advertisement are eye-pleasing. However, colours that are chosen must give the right psychological suggestion. Colour at times gives structural motion to the ad copy. There is no alternative to colour when advertising a premium product or a prestige product. Colour Separation It is a photographic procedure whereby the colours in an illustration are filtered to produce a set of three or four negative from which printing plates are made. See Fourcolour set for the application involved here. Column Inches It means measurement of area derived from the width of a column of type in a publication, multiplied by its depth. Column centimetres now applies under metrication and is replacing column inches in practice. Combination It means printing block which combines both line and screen (half-tone) etching. Commando or Pioneer Selling It means intensive selling into new markets, often with an entirely new product and sometimes by a specially employed sales force instead of or agumenting existing personnel. Commercial

It means advertisement in television (or radio) either in colour or monochrome. Commercial Break It means break in a television or radio programme in order to transmit an advertising message oe 'commercial'. Commission (1) It is a agreed financial share of a transaction accruing to a salesman or selling agent responsible (2) To hire or brief another concern to undertake a defined assignment. (3) Term used to describe discount allowed to an advertising agency by media owner in consideration Commitment (in Advertising) Commitment means action whereby advertising space or time becomes chargeable at the full fee, whether cancelled or fulfilled. This occurs automatically to all bookings at a given time prior to scheduled appearance. Communication Media It means vehicles used to carry messages, informative, educational, or entertaining, to large groups of people; e.g. television, cinema or radio. Communication Mix It refers to the combination of various media in a specific promotional campaign to reach a pre-determined target audience. Communication Process It means in marketing communication, there is a transmission of a message from a sender to the receiver. The end result of the communication process is the understanding of a message. The message is transmitted through media or certain channels. The response to the message is known by receiving the feedback from the recipient of the communication. The communication sometimes fails to accomplish its purpose - creation of an appropriate response or understanding when the message is distorted by 'noise' elements. of its space/ time purchases on behalf of clients: for initiating or introducing business.

The sender is the source of the message. It puts the message in symbolic from say a latter or advertising copy. It is called 'encoding'. The message is carried by the media, say the postal department or TV or newspaper. The message is received by the receiver who shows a particular response which is communicated back to the sender. The massage must accomplish three tasks in order to be effective: a. It must gain the attention of the receiver. b. It must be understood. c. It must stimulate the needs of the receiver and suggest apropriate method to satisfy these needs. Senders must be aware of the receivers or audiences they want to reach and the responses they want. They must be skilful in encoding the message, taking into account how the receiver or the audience is going to decode the message. Since the sender wants the receiver to understand the message, the sender must know as much as possible about the receiver before the message is designed. The sender puts the message through efficient media that reach the audience. The response of the audience is known by developing the feedback channels. The noise may distort the effectiveness of communication. Noise includes poor message planning, busy audience members or careless feedback of response. Comparative Advertising Comparative Advertising means drawing attention to one's own product's performance againsts those of particular competitors, in a recognizable form a measurement such as miles per gallon or usable space. Comparison Shopper It means researcher often employed by a retailer, who investigates merchandising activities in (competitive) retail outlets. Comparison Test It means detailed comparison of competing products or services available in the market, usually by an independent third party financed by subscribing members. Compensation (in Advertising) Compensation means money negotiated as a refund by the agency, media or production departments for advertising which has appeared incorrectly, the faultlying, at least in part, with the publisher or contractor.

Competitions It is a promotional device, whereby prospects are invited to compete for prizes by submitting solutions to problems along with a required number of 'evidences of purchase.' Nearly always involve tie-breakers in the form of apt descriptions or advertising slogans in order to limit number of applicants of applicants for prizes, though some competitions offer a multitude of small prizes. Strictly controlled by gaming legislation. Competitive Claims Specific or particular benefits or values promoted by manufacturers or advertisers. Competitive Price It is the reduced priced compared with those currently prevailing or similar price together with additional incentive. It is sometimes offered to selected customers because of their value at any point in time. Competitive Strategy It refers to determination of business objectives and policies through marketing intelligence, including pricing strategy. Competitor It means business rival, usually offering similar products or services. Complementary Demand Complementary Demand means demand for one product bringing joint demand for an associated product. Composite Demand It means total demand for a material usable for a number of different purposes. Concept It is the abstract idea associated with the promotion of a product or service, or with full understanding of a particular business principle or technique.

Concept Testing It refers to means by which a new product idea is tested for its acceptability in the market before a prototype is made. Used as a first stage in screening a new product concept. The potential benefits are put to prospective buyers and users to test their reactions to an idea. May also be used for pretesting advertisements. Concessionaire It means one who operates a business or trade within premises supplied by another. Condensed It is a type face which is especially narrow thus enabling a larger number of letters per inch to be used. Conditional Sale Agreement It is an agreement for the sale of goods, wherein the purchase price may be payable in parts and where the property in the goods remains in the hands of the seller until terms of the agreement are fulfilled. Conglomerate A holding company, generally consisting of a group of subsidiary companies engaged in dissimilar business activities, but centrally controlled. Congruent production Diversification It means widening of product range in line with technological or manufacturing capability or expertise as opposed to the needs and wants of the market, i.e. basis of 'production orientation 'as opposed to 'marketing orientation.' Consideration It means in a contract, the promise of one party must be supported by the agreement of the other party to do, or not to do, some act or to pay some money. The agreement by the other party is known as the consideration. If consideration does not pass, then no contract is enforceable. However, consideration, to be effective, must have some value, i.e. it must be subject to some definition in monetary terms.

Consignee Consignee is a person to whom goods are to be delivered. Consignment Note It is the shipping term for a document accompanying a consignment of goods often used as an alternative to a bill of lading. Consignment Selling It means goods sent to distributors who take possession but title remains with manufacturer until consignment is paid for. Conspicuous Consumption It means consumption for approbation instead of utility; tends to be inherent in all purchases. Irrespective of the actual utility of the product. Attributed to the American economist, Thorstein Veblen. Constraint It means any limiting factor involved with the development of an idea or venture. Consular Invoice It means importing countries often insist that goods destined for their country are accompanied by a supporting invoice checked and stamped by their own consul in the exporting country. This enables the importing government to exercise some control over the flow of imported goods. Consumer Advertising It means loosely relating to all advertising of goods or services to the mass markets of individuals or families. It is used in contrast to industrial or capital goods advertising. Consumer Behaviour Consumer Behaviour means buying habits or pattern of behaviour of consuming public either in general or in specific groups.

Consumer Buying Power It means available discretionary income; surplus after commitments have been met, but including those amounts currently committed via discretionary agreements such as hire-purchase, credit sale, or bank loan repayments which will eventually become available for future expenditure. Excludes taxation, rates and any other obligatory call upon income the consumer has no power to evade. Consumer Credit It means loans to customers to enable them to buy the seller's output. Often the seller is helped to provide credit by the resources of a finance house or other intermediary, such as Barclaycard or Access. Consumer Durables It refers to goods which are intended for mass markets, but are not in fact consumed immediately, but have a lasting life, e.g. washing machines, cars, furniture. Consumer Goods It means products or merchandise intended for use or consumption by individuals, as opposed to organizations, companies or businesses. Consumer Jury Test In Consumer Jury Test a group of consumers act as jury to show their preferences for one or two ads out of several being considered. The jury members have to rank the ads. The jury members respond to the questions like. (a) (b) (c) (d) (e) Which of these ads interested you most? Which of these ads provoke you to buy the product? Which of these ads received your attention first? Which of these ads are easily readable and understandable? Which of these ads are credible? Consumer Jury Test is conducted by two methods:

(a) (b)

Order of Merit Rating Paired Comparison

Consumer Magazines It is a periodic publications promoted and sold to members of the population as individuals, as opposed to trades, professions, or industries or to people having a common involvement in such working areas. Consumer Need It refers to any desire or requirement a consumer might have, whether existing and perceptible, or latent and unrecognized. The determination and evaluation of consumer needs could be said to be at the root of the marketing concept from which all-subsequent activities develop. Not to be confused with consumer want. Consumer Panels It is a groups of consumers selected as representative of the population reporting on their purchases and purchasing behaviour. Consumer preferences It is a collective scales devised to indicate relative levels of preference for available goods and services. Consumer Price It is a accepted retail selling price for a particular type of product or service. Consumer Satisfaction It means satisfaction of a consumer want is an essential part of the marketing operation. Fundamentally, a person buys (acquires) a product or service for the satisfaction it will provide. This may be tangible or intangible (as indeed will be the 'want') but providing a product gives consumer satisfaction, a main aim of the marketing concept has been fulfilled. Consumer Surplus

It means the difference between the actual price of a product and its maximum worth to the consumer. Consumer Want It is a human physiological and psychological requirements which may be or may not be at a personal level of awareness. These are capable of generating psychic impulses, which the 'consumer' recognizes as needs. To 'want' a product is to form a conscious desire to acquire it and is clearly different to that condition of simply experiencing a 'need' for it. The transition from 'need' to 'want' can be part of changing social behaviour as, for example, the wider use of bathrooms or it can be aided by some form of persuasion, as has been the case with deodorants. Marketing action is highly significant in this process. Consumerism It is the movement by individuals and pressure groups designed to ensure that 'consumers' interests are safeguarded. In a society where marketing orientation is universal, consumerism would be said to be obsolescent since, by definition, the consumers' interests would be fully catered for by the competing firms. In fact, consumerism has aims, which may be identified with those of marketing. Consumers' Choice It means expression of preferences by consumers for different goods where some sacrifice is involved, or where some alternative has been foregone. Consumption It refer to the rate at which a product or commodity is consumed or used. Contact print It means reproduction on photo-sensitive paper of the image from a negative by direct contact exposure which produces a print of the same size. Container It is a generic term which is used to described any from of pack or receptacle containing goods, liquid or soiled. It is applicable to large units. Contest

Contest means a competition in which an individual is required to show that he/she is in some respect superior, whether in knowledge, memory, expertise or guesswork, and for which prizes will be awarded for the best performance(s). Continuity It is the repeated use of a theme, medium, script, or idea over a period of time. Continuous Research It is a research studies which is undertaken on a regular ongoing basis. It is used by many sponsoring companies as a performance monitoring method. Control Group It means identical sample to one who which is exposed to experimental stimuli but to which no such stimuli is given. Thus, its reactions, or lack of them, can be compared with those of the experimental group giving a base point from which to make measurements. Controlled Circulation It is a circulation in which the method of circulation of a publication is controlled by some specific criterion relating to the status of the reader, and for which no separate change is made. Convenience Goods. (1) A goods which are very widely distributed and which are bought more according to convenience of acquisition than by 'brand' or particular value, e.g. petrol, cigarettes. (2) Goods having an element of processing historically carried out by customer or user, that given an added value to the product and for which a premium price may be obtained. Conversion Value It means cost of converting or assembling product plus profit. It is sometimes known as 'added value.' Conversion Rate

It means measure of conversion of inquiries or replies to an advertisement or mailing shot into sales. Co-operative It is a voluntary organization set up by producers and/or consumers to service their own needs by democratic control, distributing profit according to purchases, sales or fixed return on capital. Co-operative Advertising (1) It means promotion by group of concerns in the same industry. (2) Local advertising by a retail outlet in conjunction with the suppliers of a nationally advertised product. Copy It refers to written material which is to be set in type for the print media or spoken by announcers for broadcast commercials. The word copy is used for the simple reason that earlier ads contained only the advertising message in words to be printed suitably. There were any pictures; and if at all pictures were shown, those were of the products of the automobile, the gramophone, the actual photograph of the hotel building, etc. Gradually, pictures photographs, visual symbols, sketches, illustrations and action in graphic representation sated getting an increasingly larger space in ads. Now there are hardly any ads without pictures and photographs, and rarely a small headline or a slogan. What is communicated by the entire ad rather than the word messages of the headlines, sub-heads and the body copy. Copy, in its present-day meaning, includes all the elements of an advertising message, whether printed or broadcast. In ads for the print media, it includes the heading, subheads picture captions, slogans and body copy. It may even include trade marks, the company logo and mascot, borders and other illustrations and visual symbols. In radio commercials, it includes sound effects and music, in addition to the words spoken in the ad messages. TV has the dimension of motion in addition to that of sight and sound; and therefore, the copy of TV commercials includes the words to be spoken by the characters in the script, plus music and sound effects as well as illustrative materials, actions and even camera cues. Copy Brief It is the detailed statement of aim(s) in relation to preparation of an advertisement, or series of advertisements, with the purpose of ensuring that copywriters are aware of their purpose and that their submissions may be evaluated by continuous reference to it.

Copy Claim It means benefit, or value, attributed to a product or service by an organization in its promotional activities. It is generally refers to the claim(s) made for a product in advertising literature. Copy Clearance It refers to the process whereby claims, or themes, adopted in advertising are given acceptance by specialist representatives of media concerned in order to avoid misleading or offensive statements or ideas. Copy Date It means date by which advertising or editorial matter should reach a publisher for inclusion in a particular issue. Copy plan It is the statement of theme(s) and other material for the development of a copy platform. Copy Platform It is the main copy theme of an advertisement. Copyright It is the sole legal right to produce, or to reproduce a work or any substantial part thereof, in any material form whatsoever. Copy Rotation It means using a systematic rota of different advertisements in order to enhance attention and impact. Copy Test It means test of adverting copy, either before or after publication, aiming to discover readers comprehension, interest, brand preference, company, image, etc.

Copy, Types Of It means copywriting is one major task in the creation of an advertisement. Copies can be written in several forms, of which the following are illustrations. Scientific Copy: In this copy, the technical specifications of a product are explained. The merits of the product are described in scientific terms, It gives conviction value to the copy. Saffola-a low cholesterol edible oil makes use of a scientific copy. Many porridges and nutritional products of the babies may make use of a scientific copy. Even durables like grinder-mixer, fridge, TV are sold using some scientific copy. Drugs and medicines also are sold through scientific copy. The data inspire confidence both among the lay people and the rofessionals. Descriptive Copy: In a non-technical manner, the product attributes are described. The copy uses direct sentences. There are short and pithy sentences. It looks very commonplace announcement. Narrative Copy: Here a fictional story is narrated. The benefits of the product emerge from the story. Maybe, the narrative is humorous. Or else, it has strong appeal. It should make an imprint on our memory. Colloquial Copy: Here informal conversational language is used to convey the message. It could even become a dialogue. In many TV advertisements, we find the colloquial copy. Amul Chocolates-a gift for someone you love-follow a colloquial pattern. The woman says, "I am too old for mini-skirts, too young to be a grandma. But says the Man, I think youre just right for Amul Chocolates. There are several versions of this copy, and they are all very imaginatively created. Humorous Copy: Humor has been heavily used in advertising-especially in TV commercials. It is just as heavily suspect. But effective humour makes the advertisement noticeable. Topical Copy: When the copy is integrated to a recent happening or event, it is said to be topical copy. Many such topical copies are made by DA Cunha for Amul Butter. Mostly Political events, national sports, world events, parliament news all get extended to the advertisement copy. These days many advertisements are featuring P.T. Usha and Mike Tyson. So also, we can have at the time of the budget Chavan prash (from Finance Minister S.B. Chavan) to promote Chyavan prash.

Endorsement Copy: In these copies, a product is endorsed by an opinion leader who has a large following. The choice of the opinion leader depends on the product. Mostly celebrities are chosen to promote televisions, coffee, tyres, textiles, soft drinks, toilet soaps, and what-have-you. The consumers perception is heightened by the celebrity endorsement of it. There is a definite identification of a product with a celebrity. Colgate Palmolives shaving cream was endorsed by Vijay Amritraj, then an up-and-coming tennis star. Colgate always sponsors contemporary sports stars to overcome the problem of celebrity obsolescence. They roped in first Sunil Gaveskar, and then Kapil Dev. Questioning Copy: In this copy, several questions are put forward not to seek answers but to emphasize a certain attribute. Park Avenues, a J.K. Concern marketing readymade, puts a question like this : should a grown mans clothes just conceal his body or reveal his mind: These clothes are not just a cover but a revelation of personality. A mature view. So here the question was put for ward to emphasis an important positioning aspect of the product. Prestige Copy: The product is not directly advertised. Only a distinguished and favourable atmosphere is created for the sale of the product. The copy is used to build an image. The following table summarises the different types of copies: Types of the Copy 1. Scientific copy : Technical details toa select target aduience. Technical details in popular science language to general readers. 2. Descriptive Copy : Non-technical matter-of-fact copy must be well drafted to succeed. 3. Narrative Copy : Appeals by a fictitious or real story may be humorour. 4. Topical Copy : Connects a recent happening to the product. 5. Celebrity Endorsement Copy : Sports people, cinema stars, political leaderes endorse a products.

6. Colloquial copy : It is informal in tone may contain a dialogue. 7. Reason Why Copy : It is a problem solution type copy with logical behind the purchase. 8. Questioning Copy : The questions are put to drive home some point. 9. Humorous Copy : Depends upon the theme and style of the copy. 10. Prestige Copy : Creates a favourable climate for the sale of the product.

Copywriters It means they are the wordsmiths who do the wording of an advertisement. They are bright and talented. They have a flair for language. They contribute to the theme of an advertisement. Mostly language proficient students by suitable apprenticeship in an existing agency take up this as a career. Creation of successful copies for different clients establish them in this field. The success of an ad that a copy writer has created precedes him wherever he goes. They have no elaborate degrees strung after their names. May of them are dropouts from professional courses. Before recruitment, they have to undergo the mandatory copy-test. Cornering the market It means person or organization contriving to take advantage of a monopoly situation, during which prices and terms can be unilaterally controlled. Copywriting for Outdoor and Transit Commercials It means outdoor and transit advertising is primarily the graphic artists medium. People merely glance at the posters and billboards; no one stops to read them carefully. Here, the copy has to be short as possible, mostly a catchy slogan capable of conveying at least one major idea. The copy must be simple; direct and compact, outdoor ads generally use symbols which are easily recognized even from a good distance. The following are the essentials of a good poster:

Short Copy: You cannot afford to be wordy on a poster. Hardly 5 or 6 effective words and the copy is over. In no case it should exceed 8 - 10 words. Human interest: It has got to be read in a jiffy. So a human interest appeal like Better late than Never has a better chance to be understood. Just Aim and Shoot a poster of Hot Shot camera with a pretty model immediately impresses the mind. Even children form a good subject. Human tragedies are also appealing. Single Unique Idea: One single but most dominating idea makes a poster successful. Ek Ya Do Bus is a good example. Avoid Subtlety: Moving people have less time to think, poster writers should be, therefore, direct, straight ward and down-to-the-earth. Logo and Package: Corporate identification marks should be kept prominently on the posters (e.g., Tiger of Goodlass Nerolac or Kangaroo of Patel Roadways). It s a good communication tool in transit medium and outdoor medium. Companys name should be placed side by side the logo. Good logo enhances the name of the company, e.g. penguin trade marks. Package of the company can also be prominently placed on a poster. Visibility: Poster should have high visibility. Colour combinations are used to impress the onlookers. Posters have some special characteristics of outdoor aids. It has widespread popular appeal. These are the links between home and store and complements the TV ads. By its very nature the medium is big and dominant. It has a long life. It has wide coverage. It is a flexible medium. And, finally, let this be clearly understood that writing an ad is very different from writing a latter, an editorial or an article for a magazine. Advertising writing requires more than an understanding of the techniques involved in it. It requires practice and openness to constructive criticism. Corporate Advertising by ABB (Asea Brawn Boveri)

It means the company has a global perspective and a local commitment. Yogesh Desai, Corporate Communications, General Manager believes in maintaining a continuous relationship with a potential buyer. The ads make a consumer feel that with ABB it is in safe hands, since power generation is notorious for not meeting deadlines. ABB commissioning research to evaluate its image as well as perceptions of its performance. The dividing line, so the company believes between corporate image and corporate reputation is very thin. Ultimately, it is reduced to a system of honouring corporate commitments towards various groups with whom the company deals directly/ indirectly. Corporate advertising is considered to be nice, rather than necessary. So when profits come under pressure, spending on corporate promotions are sacrified first. Corporate or Prestige Advertising It means any form of advertising which has as its objective the building up of a companys reputation. It has a closer affinity to public relations activity than to advertising or sales promotional activity. Corporate Image It means image or impression created in the public mind by the name or symbol of a company or organization. It also refered to as corporate identity and having much to do with the reputation of the concern. Corporate Purchasing It means buying by an organization rather than a private individual. Implication here that the buying decision is a corporate one, i.e. made by a number of people and that arguably it may be made upon more objective grounds than many consumer purchases. Correlation It is the measure of the degree of relationship found to exist between two distinct sets of data, e.g. telephone ownership with age. Corrugated Board It means fibreboard comprising corrugated inner fluting pasted to two flat outer paper surfaces known as inner and outer liners. It is constructed from kraft paper resulting in a light, inexpensive and tough material much used in packaging, particularly for outer cases. Cosmetic

It refers to the appearance of a medium, particularly publications: hence the use of such expressions as, giving it a facelift. Cost Centre It is the application of responsibility accounting; a unit or centre of activity to which costs are assigned or allocated. Cost Comparison It means studying the relative costs of two or more alternatives. Cost Effectiveness It is the measure of most economic activity in achievement of given objective. Cost Insurance and Freight (CIF) It is the term which is used in foreign trade contracts, indicating a price which includes the freight and insurance changes in addition to the changes incurred to transport the goods free on board. Cost Insurance Freight and Interest It is term which is used in foreign trade contacts, where the exporter agrees to pay the freight, insurance, and interest (interest charges on the value of the goods) in addition to the charges incurred prior to free on board status. Cost of Living Index It means index number representing the trend of a series of prices paid by consumers for a representative sample of items, so revealing the changes in the cost to households of typical purchase needs, known officially as the Retail Price Index. Cost Per Inquiry It means cost of producing a single inquiry in an advertising campaign. Most usually expressed in the form of an average, i.e. not any particular or selected inquiry but a resultant reflecting the average cost of all inquiries received.

Cost per Thousand It is the means of providing some from of standardized costing of advertising to facilitate inter or intra-media comparisons. Basis of in terms of the cost of reaching one thousand recipients, subscribers, readers viewers, or other common base. Cost Plus It is the pricing method whereby actual production costs, or an estimate there of is added to a profit figure to arrive at a selling price. Originally used for war contracts, the system is still used in development work where eventual costs cannot be realistically estimated. The principle is used for war contracts, the system is still used in development work where eventual costs cannot be realistically estimated. The principle is used widely in industry but as a pricing policy where historical costs, together with agreed profit margin, give the selling price. Coupon 1. It is the redeemable voucher supplied to consumer as purchasing incentive, usually be allowing a price concession. 2. Part of an advertisement enabling enquirer to complete required details in order to obtain further information or place an order. Coupon Price Reductions It means making a price concession by providing coupons, of fixed value, sometimes printed upon the pack to encourage the initial and subsequent purchases. The coupon may, however, appear in a printed advertisement or be distributed direct to householders and may, or may not require a previous purchase. Cover It is the outlet faces of a magazine usually available for advertising purposes, i.e. front, back inside front and inside back cover. Cover Page It means either front or back page of a publication, usually available for advertising purposes at premium prices as they constitute preferred positions.

Cover Price Cover Price means normal retail selling price of newspaper or magazine, usually shown on front cover page. Coverage (in Advertising) It means proportion (expressed in percentage terms) of a market exposed to advertising. Cow It is a expression which is used to described products whose performance is past their best but which remain profitable. They are milked, i.e. provide a source of funds for new product development. Crate It is type of container, constructed of wood, often built around the product. It is specially in relation to bulky heavy goods. Creaming Creaming means selling product range at a higher than average price in order to improve quality, known as upmarketing a product, whereby it becomes the accepted purchase of the more affluent members of society. Upmarket products tend to ride the storms of economic depression better than cut-price products. Creative It is relating in advertising to the conceptual input upon which a compaign or an advertisement is based and incorporating the copy and Visual content-the creative expression. Creative Department It is the part of an advertising agency concerned with creating ideas and expressing them in copy and design. Creative Director

Creative Director is a co-ordinates the copywriting and designing. He is a senior professional who is seasoned in an existing advertising agency set-up to take on this mantle. Alyque padamsee prefers graduates of NID or J. J. School of Arts on the creative side. In many agencies, copy writer and visualizers from a creative duo. Creative Group It is the collection of individuals specializing in the development of creative ideas, particularly for the organisation of advertising campaigns. Creative Salesmen It means users or original material or ideas and their presentation in developing a sales territory. Creative Strategy It is the statement of advertising goals, the target audiences, the intended creative propositions and the means of expressing them in a particular advertisement or series of advertisements. Credibility Credibility means extent to which claims made for a product or firm are believed by its markets. Exaggerated claims may often destroy a products or even a companys credibility. Credibility Gap It means difference between commonly accepted levels of performance and the expectations aroused by extravagant claims on behalf of a person, organisation, product or service. Credit 1. It means supplying goods in advance of full payment. 2. Bank credit: loans and overdrafts to bank clients. Credit Account

1. A purchase made on credit and account settled, monthly or otherwise by agreement. 2. Regular monthly payments made by bankers order to retail establishment against which persons may make purchases up to an agreed multiple of the monthly instalment. (The amount is subject to Government fiscal controls over the circulation and Velocity of cash within the economy and will therefore vary according to the level of economic activity.) Credit Cards It means identification cards, possession of which enables the consumer to make a range of purchases from member retailers and then settle the full amount monthly or, alternatively over a longer period together with interest charges. It is mainly but not exclusively issued by the bank in UK. Agency cards are issued chiefly for regular industrial purchases, e.g. petroleum. Credit Note It means document conveying credit of a stated amount, often against rents or allowances but most frequently adjusting or omissions related to previous charges. Creditor It is a party to a credit transaction who is owned money by another party involved in it. Credit Rating It means systematic rating of customers for credit worthiness. Credit Sale It means sale made on credit over a short term, where the ownership of the goods passes with possession. In the case of hire purchase extending over a longer period, the creditor retains ownership, until statutorily fixed portion of the debt has been paid. After this point the goods cannot legally be repossessed, although the buyer remains legally liable for the outstanding portion within the statutory period. Credit Squeeze It means government intervention over credit facilities in order to limit the rate of consumption for fiscal purposes.

Creed It is the telegraphic printer by which communications are received from news agencies. Crop It means to cut down in size a photograph or illustration, either to focus interest upon particular features or to make most effective use of limited space available. Cross-Elasticity of Demand It means response of demand for one commodity to a change in the price of another, e.g. a transfer occurring as when the price of electricity increases, demand for less expensive alternatives, possibly gas or oil, increases. Cross fade It means to reduce volume of one form of sound whilst simultaneously increasing volume of another, commonly used in radio, for instance, to introduce a scene or subject change and also in audiovisual media, like TV and cinema, where usage of the term extends also to the gradual replacement of one scene by another. Cross Tracks It means poster site on other side of railway track and facing travelers. Cumulative Audience Cumulative Audience means aggregate of persons or homes reached by successive issues or broadcasts: synonym for cumulative reach. Cumulative Reach It means number of people in a target audience reached without duplication by a given promotional schedule over a particular period of time. Currency of a Bill It is the period of time between the drawing of a bill of exchange and the final date when it becomes payable.

Current Demand Current Demand present willingness in the market to pay the ruling price for goods. Custom-built It is made to specific individual customer specification. Customer Group It means classification in some form, e.g. demographic, of members of the population likely to be customers. Customer Orientation Customer Orientation means preoccupation with customer needs within an effort to build a sound enterprise with prospects of growth. Basis for marketing theory and practice which dictates that competitive survival, growth and returns on investment are proper rewards for the achievement of consumer satisfaction. Customer profile It is a description of a group of customers in terms sufficient to make direct comparison with other groups, such as washing machine owners, owner-occupiers, professional classes, demographic and/or socio-economic classifications. Total list or estimate of all customers divided into pertinent categories, e.g. age-groups, with each group expressed in percentages of the total. Customer Records It means tabulation of inquiries and orders received. Deliveries, and any other pertinent information concerning a customer and his satisfaction. Cut-Throat Competition Cut Throat Competition means prices in the market reduced to the point where no supplier is likely to make a profit. It usually means all suppliers selling at prices below cost in order to minimize possible losses, particularly of perishable or depreciating goods. Normally a result of supplies temporarily exceeding demand.

Cuttings 1. It means clippings from newspapers or magazines of items relevant to company operations. 2. It is the surplus film pieces edited out of a commercial or programme shooting. Cybernetics It means study of communications systems whether of human or mechanical form. It refers to means of controlling activities in order to keep them directed at a particular objective. Cycles of Trade It is the repetitive periodic movements in trade, especially in relation to upturns and recessions. Cyclical analysis of industries, for example, has been found useful in sales forecasting.

Jargons in Advertising

D
DAGMAR It is a title of a book advocating evaluation of advertising effectiveness by communications goals rather than sales. Acronym for Defining Advertising Goals for Measured Advertising Response. DAGMAR Approach Dagmar Approach is the task of measuring ad effectiveness will not be daunting if we clearly spell out the advertising goals. Russel H. Colley (1961) poineered an approach known by the acronym DAGMAR Defining Advertising Goals for Measured Advertising Results, where to establish an explicit link between ad goals and ad results,

Colley distinguished 52 advertising goals that might be used with respect to a single advertisement, a years campaign for a product or a companys entire advertising philosophy. These goals may pertain to sales, image, attitude, and awareness. Some of the goals are: Persuade a prospect to visit a show room and ask for a demonstration. Build up the morale of the companys sales force. Facilitate sales by correcting false impression, misinformation and other obstacles. Announce a special reason for buying nows (price, discount, premium and so on). Make the brand identity known and easily recognizable. Provide information or implant attitude regarding benefits and superior features of brand. According to DAGMAR approach, the communication task of the brand is to gain (a) awareness, (b) comprehension, (c) Conviction, (d) image and (e) action. Advertising goals should be consistent with these communication tasks. Later performance on these counts and projected goals is compared. For example, a company setting a goal of 15 per cent increase in sales advertises and achieves this objective. Its ad then is successful and effective. It presupposes the understanding of the dynamics of consumer behaviour without this goals cannot be set. Besides, a thorough acquaintance of market environment is called for. DAGMAR is a planning and control tool. It may guide the creation of advertising. However, as will as appreciated, the basic inputs of DAGMAR are not so easily to formulate and may also inhibit creativity. Daily Report Of Calls It is the list of interviews obtained and visits made by salesman, sometimes submitted daily but may be given in form of weekly summary to regional or head office. Dead Freight It is payable where the charterer is unable entirely to fill a ship with cargo and is therefore charged against empty space. Deadline

It is the time by which a specific stage of a job must be completed, particularly in journalism, where the story becomes dead if not completed in time. Also with advertising and broadcasting and indeed has been generally adopted as a term in planning procedure. Deal It is an agreement reached between two or more parties to a contract. Dealer He is the middleman in distribution chain, buying goods in order to sell them, usually but not always to the general public: generally synonymous with retailer but often applied to the larger distributor. Term can apple more broadly to anyone dealing in the transfer of ownership of goods, whether industrial, commercial, or consumer. Dealer Aid It means any material supplied to a dealer (retailer) in order to assist him in his task of selling merchandise, e.g. point-of-sale display items, leaflets, samples and dispensers. Dealer Leaders It is the promotional device providing incentives to retailers to stock a product, or range or products, at predetermined quantities. Dear Money It is applicable when interest rates (the price of money) are high and loans have generally become more difficult to obtain. Decentralization It is an assignment of accountability from central unit of control to individual units within an organization, involving transfer of decision-making authority and responsibility. Decision-Making Unit It is a group of people who together contribute to a decision on whether or not, and what to purchase (DMU). It is used more in industrial marketing but can apply for example, to a consumer situation, e.g. the multiple household.

Decision Tree It is a display of events, past, present and future, leading to any effecting the outcome of a business decision. Deck It is the subsidiary section of a headline. Deck Cargo It means cargo stowed on deck rather than in the ships hold. Deck cargo may often be of a hazardous nature and must, therefore, be easier to jettison in a situation of jeopardy. Decreasing Returns It occur when economies of scale cease to operate, because of the counter-acting effect of increasing average costs and resulting in a decrease in profitability. See diseconmies of scale. Deep-Rooted Demand It means continuing loyalty to a product or brand, even where its original competitive advantage or value may no longer be significant. It may sometimes be the result of cultural or traditional beliefs. Deferred Rebate It is the rebate or discount on goods accumulated for an agreed period; used as an incentive to customers to remain loyal to supplier or to buy all needs from one supplier. It is a form of contract where the discount allowed is conditional upon both the total and period of the purchases. Definition Definition in communications, this refers to the clarity or fidelity with which an illustration or image is reproduced. Deflation

It is the reduction in the amount of available money causing incomes to fall and unemployment to grow. Delayed Response It is the reaction to marketing initiative at a later time but often within the expected period of time. Delivered Price It is the ex-works selling price plus all costs involved in freighting or transportation. Delivery Note It is the document accompaying goods on delivery to buyer. It is used as a means of checking delivery, dealing with claims for shortage, damage and empties and subsequently clearing the invoice for the goods. Demand It is derived from economics, its usual reference in marketing is to the aggregate of effective purchasing intentions in a community regarding a particular product or service. Demand Analysis It means study of demand for product or service in order to establish reasons for its success or failure or in order to discover how sales performance may be improved. Demand Curve It is the statistical distribution of demand expressed in the form of a graph. Demand Forecasting It means undertaking a series of value forecasts at different selling prices to establish the optimum profit opportunity. It is based on the principle of elasticity, whereby demand increases at lower prices and decreases at higher prices. Demand Function

It is the relationship between demand and the determinants of demand such as price, substitute products, income, or credit facilities. Demand Pull It is the resultants of demand stimulants applied in marketing: works in conjunction, for example, with sales push. Demand Theory It is the branch of economic theory devoted to the analysis of demand determinants and consumers/users scales of preferences. Demography It is the science of social stistics, particularly population; statistics, essential to market research and effective campaign planning. Demonstration It means showing the product or service in action. It is sometimes used to refer to an artificial situation where audiovisual equipment is used instead of the actual product/service itself. Department Store It is the large store selling a wide range of commodities, particularly clothing where merchandise is segregated into different departments, each having a specialist manger, usually wholly responsible for own buying and selling but subject to central control. Frequently offers credit and delivery facilities to customers and usually will be located only in urban marketing centres. Dependent Variable It is the statistical term describing a factor which changes as a result of some other directly linked factor another variable which in independent, e.g. sales, which may increase3 as a result of advertising. Advertising is then the independent variable and sales the dependent variable. Depreciation

Depreciation means deduction in the value of an asset due to use and /or lapse of time. Normally, such reductions in value are charged against the profit and loss account with an accounting formula, which spreads the value of the asset over its expected life, in order to show a more realistic cost of operations to the business. In most cases, the amount written off in put into reserve in order to provide for a future replacement. Depression It is the period during which a nations productive resources are persistently underemployed; often manifests ifself through a long period of high unemployment among a communitys about force. Depth Interview It is the informal conversation between interviewer and respondent but with underlying cross examination following clearcut objectives. Intended to discover facts which might not emerge from direct questioning. Derived Demand It is the indirect demand for capitol goods, material or other factors of production which are used to provide goods for which there is direct demand. Descender Descender is the lower case letter in which the stroke drops down below the base line, e.g. g, p, q, y. Design Design in marketing, used as a generic term embracing all types of visual work, e.g. roughs, typography, graphics, finished art, for all kinds of application-advertising, exhibitions, print work, house styling. Design Factor It is the measurement of relative efficiency of sample design against a reading of 1-0 for a completely random sample. Desire

It is the expression of human appetite for given object of attention. Desk Research It is the study of mainly external published data and material but including other already available internal information, e.g. company records. Determinant A factor which determining, limiting, or defining, a decision. Devaluation Devaluation means reduction in the value or price of one currency or commodity relative to other currencies or commodities. Diadic It is the paired comparison test involving informants reporting on tow products or advertisements, once against the other. Diary Method It is a research technique in which respondents keep a regular written record of events such as reading a publication, viewing television or purchasing certain goods. Die Stamping It is the raised impression on a sheet of paper of a design or symbol, produced by compressing the sheet between two dies. It is also known as Embossing. Differential Advantage It is the perceived benefit of a product, whether real or imaginary, compared with a competitive product. With undifferentiated products particularly, there is a need to build in a differential advantage in order to produce a motivation for purchase. Differential Sampling It is the weighted samples adjusted to allow for known bias in penetration or spending power.

Dimension It is the measurable quantity which is used in marketing research to compare responses at different levels or in regard to platforms. Diminishing Returns, Law of It states that where one factor of production is increased while others remain constant, output will increase by steadily decreasing amounts. Direct Costing It is the method of producing a statement of costs which are directly attributable to a particular product, brand, or function. Especially significant at extreme ends of the product life cycle, e.g. during the growth and declie stages. Direct Expenses Direct Expenses means all cost directly attributable to a product, a project, or an accounting centre. Direct Mail/Direct Marketing The direct mail advertising takes the form of letters, circulars, leaflets, pamphlets, folders and brochures which are sent by post to potential buyers. The intention is to have a direct or personal approach to consumers. This type of direct marketing (now also termed Direct Response) needs to be distinguished from mail order advertising where the intention is to elicit immediate orders via the mail. List shops like Datamatics Direct, Diners club, Synergy Consultants and Word-plus offer companies and ad agencies lists of select prospective customers for a wide range of products and services. Further, several ad agencies have set up separate direct response units. The direct marketing system was pioneered by Lester Wiendesman in the seventies in the United States. Direct mail advertising gives consumers a sense of importance since the letters are addressed to them personally, and sent to their residence by post. Since Indian consumers (unlike those in the United States) have not begun to be swamped by Junk mail, they are likely to read what comes in with the mail. Book publishers use this publicity media most extensively in India. Financial advertisers too have found this medium effective. This is because both book publishers and financial advertisers have good mailing lists of consumers. Direct mail is an inexpensive, quick and effective way of selling in the Indian context. However, it can be used only for some products.

Pharmaceutical concerns frequently send out literature about new drugs to doctors. But since doctors are flooded with so many promotional letters that they treat them a Junk mail and dispose of them at once, without as much as glancing at them. Direct Mail Shot It is a one single batch or mailing in a direct mail campaign. One mailing shot might therefore comprise a large number of items and a campaign might consist of several mailing shots. Direct Marketing It is an attempt to approach the customers directly. It is a personal approach to consumers. This direct approach may be through sales letters and circulars. It may be through leaflets, folders and brochures. All these are routed through post and so are called direct mailings. Distributions are bypassed in direct marketing. For demonstrations, sales people may call in on the prospects. Certain companies cut their advertising budget and increase the direct marketing budget. Direct Questioning It means either the whole ad or its different elements are tested by asking direct questions to a consumer jury, numbering 12 to several hundred individuals. Alternative ads may also be tested. Sometimes there is one single question only: which of these ads would most influence you to buy the product? Sometimes, an elaborate questionnaire is prepared to assess attention strength, read-through strength, affective strength and behaviour strength of the ad. For each component, out of maximum points, the copy is allotted some points. The jury looks at each ad, and starts rating with the best and comes down to the worst. Directory It is the published source o f reference, usually on annual basis but possibly more frequent, setting out comprehensive coverage of companies and services in a particular area of business and/or their range of products, e.g. Advertisers Annual and BRAD. Direct Response Marketing It means selling by means of press advertisements, which invite a direct placement of orders without further negotiation or intermediate channels of distribution.

Direct Selling It means selling without the use of a retail outlet, distribution, broker or wholesaler or any other form of middleman. Discount Store It means retail outlet-offering goods at reduced price by limiting or eliminating the range of customer services at the point of sale. Compare with discount house, an alternative term. Discrete Data It is the research information used in stochastic process, where data or numbers are discontinuous. it refers to evidence bearing on charges in brand preferences by users. Discrete Data It is a research information which is used in stochastic process, where data or numbers are discontinuous. It refers to evidence bearing on changes in brand preferences by users. Discretionary buying power It is that part or portion of an income which remains after essential purchases have been made, and which thus can be retained as savings or disposed of in the purchase of non-essential goods i.e. at the discretion of the buyer. Discretionary Income It means amount of income left over after fixed regular outgoings have been paid. It constitutes the amount of money not yet committed and therefore its expenditure is subject to persuasion techniques. Discrimination Test It is an investigation aimed at discovering the incidence of customer differentiation for a product or package. Disinflation

It means fiscal control in which excess purchasing power is being syphoned off by the government in taxation. Dispersion It is the degree of scatter shown by observations in statistical analysis, usually measured against a central tendency or average, using a mean or standard deviation. Display This term is used in retailing to refer to an exhibition of merchandise, whether in store or in window. Also describes panels-display boards. It may also refer to arrangement of control dials, meters, and switches for industrial products. Display Advertising It is an advertising other than simple typeset lineage advertisements of the classified kind. It is also implies an element of design, e.g. use of display type facts as opposed to uniform body matter. Display Outer It means outer container for protecting goods in transit, which converts into a display unit at the point of sale. It generally containing a convenient small quantity for counter show and dispensing. Display Pack It means pack which, in addition to performing a packaging function, also serves as a means of displaying the product at the point of sale. Generally applicable to single items as opposed to the display outer. Disposable Income Disposable Income means residue of personal income after statutory deductions at source. Dissolve Dissolve means in which a projected image fades and is simultaneously replaced by another, usually by use of two linked projectors. It also refers to as cross fade.

Distribution Check It is a survey taken at retail outlets to measure levels of distribution being achieved. Distribution Network 1. It is a type and extent of coverage of the consuming market through appropriate outlets. 2. Logistics of physical distribution. Distributive Trades It is a collective term for wholesalers and retail firms, especially those directly involved in selling to the public. Often abbreviated colloquially to The Trade. Distributor It means firm which purchases and sells on its own account but which deals in the goods of certain specified manufacturers. Common in trades where special representation, stocking and service facilities are required, e.g. motor transport. Distributors Brand 1. A brand name used by a retail outlet. Generally referred to as Own Label or private label goods that are usually competitively priced and are intended to promote outlet loyalty, rather than brand loyalty. 2. It is sometimes used to include brands marketed by a collection of retailers such as MACE, or VG. Divergent Marketing It means setting up separate organizations for each of a companys products or product groups; thus each has its own individual marketing goals and is in itself a profit centre. Diversification

It means introduction of new products into existing markets or of existing products into new markets to extend life cycles and offset decline. Rarely involves introducing new products into new markets. Also to hedge against a companys future being tied too closely to a small number of products/outlets. Achieved either by new investment or acquisition. DIY It stands for do it yourself. It is used as indicative sign for shops specializing in the supply of construction, repair, decorative or assembly goods or materials mostly used by skilled artisans but made available in convenient qualities for people wishing to do the work themselves. Dock Dues It means toll on all vessels entering or leaving a dock. Documentary Documentary means cinema or television film or radio programme, dealing with actual facts of a situation as opposed to fiction. Often used as part of a public relations plan. Sometimes referred to as sponsored promotion, i.e. where its purpose is primarily or wholly commercial. Dog It is a expression which is used to describe products retained in production for sentimental reasons but whose retention is not justified by any contribution to profitability. Domination 1. it refers to situation of market leader, with significant share of total market. 2. Concentration of promotional effort in one area or medium so as to deominate that area or medium. Door-to-Door It is a practice of selling by calls upon householders, may also be distribute promotional material. Dormant Accounts

It means accounts once active as customers but not now buying, for whatever reason. Double Crown It means basic unit of size in posters, a sheet, size 20 ins wide by 30 ins deep. Double-Decker Double Decker means two outdoor advertising panels sited one above the other. Double Front It is a twin poster siters arranged to utilize both sides of the front of a bus or other commercial vehicle. Generally each a single sheet or smaller. Double Page Spread It is the two facing pages in a magazine or newspaper, used in advertising as if they were one single sheet, i.e. the design carries right across the gutter in the centre. Down Time It is the period during which a machine is not operative due to mechanical failure, machine adjustment, nonavailability or materials, labour or maintenance work. Average down-time is built into product prices to ensure that such hidden costs are covered by sales revenue. Drawback It means rebate on duty paid for imported goods when used in the manufacture of products for export. Drawing Accounts It means credit made available to salesman in anticipation of future earnings most usually operative where a substantial part of remuneration derives from a commission on sales. Particularly related to industrial goods, for example, where the number of sales over time is low but the value of each is comparatively high. Drip

It is a advertising campaign covering a long period of time-usually over twelve months. Drive Time It means in radio broadcasting, the time during which many listeners are driving to or from work. Drop shipment It describes arrangement where goods are not shipped by person or organization receiving the initial order; commonly a despatch by wholesaler, retailer or agent on advice from manufacturing or marketing company. Dry-Run It means preetransmission television rehersal where action, lines, cues, etc. are perfected. Dubbing It is a superimposing sound upon an already completed film, as opposed to simultaneous recording. Dummy It is the simplified representation of a proposed publication, package, or other promotional item. Dump Display It is a unit of fitbreboard or woven wire into which a quantity of products is exposed in random order for self-selection at a retail outlet. Particularly associated with super markets in connection with product launches or clearances and carrying special price or other offers. Dumping It means distribution of goods overseas at a price much less than the equivalent in market of origin and which would not normally be expected to make a full contribution to the recovery of overheads.

Duplication (in advertising) It extent to which the audience of one medium or vehicle overlaps that of another. Durable Goods. Durable Goods are those which provide service over a period of time rather than extinguished at the moment of consumption. Includes goods like TV, motor car, refrigerators. Dustbin Check It is the survey at consumer level to establish level to establish level of purchases over an agreed period according to brand and pack. Emptied containers are retained in a bin known as a dustbin. It is a form of household audit for which greater reliability is claimed because tangible evidence of consumption is provided. Dutch Auction It means bidding starting at a high price and reducing until a bid is made. Most often associated with charities but may be used as a method of sales promotion, which gains an audience for a required exposure or demonstration. Duty Free Shop It is a retail establishment in which selling prices do not include customs and exercise duties and may, therefore, be fixed at a lower level than those prevailing generally within a particular country. Most often located at air or seaports where operators can, as a result take a higher margin of profit than other retailers.

Jargons in Advertising

Ear It is an advertising space at top left or right of a newspaper's front page. Economy Size 1. It is used to describe a larger than usual size package in order to encourage an increase in consumption. 2. Best value for money in available package choices. Edit It means to modify an original manuscript, text or film in such a way as to make the meaning clearer, improve the grammar, reduce the size, or in some other way prepare it for multiple reproduction and distribution. Editing 1. Preparing written copy or film for publication 2.Critical analysis or censorship of material to be published. Edition It is a particular issue of a publication. Editorial It is a leading article in publication or broadcast, usually explicit statement of editors views. It is used to distinguish news or feature items from advertising content. Editorial Advertisement It is a advertisement which is designed in the form of a piece of editorial matter. Such advertisements must, however, be clearly labelled advertisement. Editorial Columns It is that part of a publication devoted to non-advertising matter, i.e. containing editorial matter.

Editorial Matter It is a news or entertainment section of publication or broadcast, i.e. excluding any advertising matter it may carry. Editorial Mention It is a reference to an individual, or a company, favourable or otherwise, in the editorial columns. Editorial Publicity It is a space in a journal or newspaper in which a product, service, or company is discussed or publicized at the discretion of the editor. Editorial write-up It is a news story or feature about an individual, product, service or company. Educational Advertising 1. It refers to educational matters. 2. It denotes to improving consumers knowledge about a product or service in order to render them more favorably disposed towards it, particularly if it involves some change in beliefs or attitudes. Effective Cover It is known otherwise as the 4 plus syndrome, whereby the members of a target market will have seen a commercial at least four times on average. Compares with simply Cover which means the same coverage but limited at least once only. Effective Demand It means willingness and resources to pay the price asked for a product. Ego

It is a term which is borrowed from psychology, indicating an individuals conception of himself, often having an influence over his purchasing behavior patterns. Electronic Media It means an advertisements making use of neon sings or lights, and capable of movement by electric impulses. Electrotype It means duplicate of an original printing block; produced by electrochemical deposition onto a matrix. It is commonly known as Electro. Embargo 1. It means restriction on the import of certain specified goods into a country. The embargo may be imposed either by the importing country or the exporting country. 2. In relation to news releases, a time or date before which a particular item of news must not be published. Emotional Appeal It means product advertising appealing to emotional desires rather than logic, economy or utility. Emotions Emotions are arguably defined as bodily changes, together with mental change, influencing ones decisions, sometimes out of the normal pattern for the individual, used particularly in reference to buying behavior. Empathy It means identifying oneself completely with the problems and aspirations of others; often used in connection with the necessity for a salesman to see his task through his customers eyes and to establish a reciprocity with them effective in concluding business agreements. Empirical It means data based upon observation or experiment as opposed to theory.

ENAB It stands for Evening Newspaper Advertising Bureau. Sales organization designed to promote the use of local evening newspapers by national advertisers. Enclosure It means object inserted into envelope or package, usually in addition to the main or principal content. Endorsement Endorsement means transfer of the property in a bill of exchange by the signature of the owner. Increasingly used to indicate some amendment to the original composition of a contract or legal document. Enlargement It means reproduction in size larger than the original, particularly with reference to photographic print. Enquiry Tests It is a couponed advertisements of consumer durable and they invite the consumers to seek more details/demonstration. The number of inquiries reveal the effectiveness of the ad. By this method, the organisation offers to send something complimentary to the reader, if he writes for it, e.g., Goodlas Nerolac offers a book, "All About Paints," to those who put in a request for it, generally by filling up a coupon. It gives the advertiser an idea about the readability of his ad copy. In the split Run Test, there is some modification. The ad copy is prepared in two ways, and then run in one medium; 50 per cent of the medium carrying one copy and 50 p.c. carrying another copy. Then the coupon response gives an evaluation of the ad copy. In the split run test, the medium must have the necessary arrangement to print different copies in the same edition. Entrepot Trade A business consisting of re-exporting of imported goods, with or without any additional processing. Entrepreneur

It means individual with talent for creative business activity, exercising initiative and pulling together the various multi-functional activities into one co-ordinated and usually profitable enterprise. Environment It refers to surrounding conditions of an activity, particularly in marketing, the social, physical and psychological conditions. Error -in-Recognition Measurement It is subject to reporting errors by the respondent. We have referred to the false claim at times made by the respondent to the effect that he has seen the advertisement. Such errors in the measurement of recognition are due to the respondent guessing the answers to the question the interviewer has asked; when he cannot recall the advertisement with certainty, he is more likely to give a positive answer to confirm that he has seen the advertisement. At times, respondents do indulge in deliberate exaggeration. Sometimes, they are eager to please the interviewer. It is also possible that there may be some confusion as to which magazine or which issue actually contained the advertisement; or the advertisement itself may be confused with another advertisement. In short, there are valid reasons for the recognition measurement to be erroneous. How to control this error is the subject matter of the next few paragraphs. The tachinstoscopic method is one, which improves the accuracy of recognition claims. Advertisements are shown to the respondent, either in whole or part, at high speed; and he is later asked to furnish further information on these ads. The accuracy of the information so furnished will enable the interviewer to finally certify the recognition claim. The screen method uses several screens put over an ad which are then removed one by one and recognition is obtained at various levels of visibility. Two more method have been devised by researchers in advertising to arrive at more reliable recognition scores. These are pre-publication control and confusion control methods. The pre-publication control method requires a recognition survey of previously unpublished advertisement to be conducted before the advertisements actually appear in print. These advertisements may be presented in a portfolio, together with the already published advertisement, in a dummy magazine, or in an old issue of a magazine. The scores of false recognition for the unpublished advertisement are to be subtracted later from the scores obtained from the real recognition survey conducted after the ads have been published. To confusion control method, as the name itself suggests, is by adding confusion to the survey. Some unpublished advertisements are mixed up with real ads, usually in a portfolio, and then recognition claims are measured as usual. There are certain variations of the method described above for improving the reliability of claimed recognition scores. However, since such scores are employed only in the relative evaluation of different advertisements in an issue, error control in a recognition survey beyond a certain limit is neither necessary nor desirable.

Escalation Clause It means device to enable companies to pay rising rates of commission for higher levels of sales turnover by agents, salesman, etc. Escalator Cards It means an advertisements placed alongside underground escalators. Established Brand, Image, Market, Product It is widely acknowledged and accepted in the market place. Sometimes may be prematurely described as such in order to secure early credibility. Estimating It strictly producing an estimate of the cost/price of an activity particularly in one-off jobs and in contracting. This term is sometimes applicable to the calculation of a price upon which a firm quotation is based. Almost entirely confined to industrial goods and services but also used in the case of some consumer durables. Ethical Advertising It means advertising of ethical pharmaceutical products addressed to the medical profession. It also applicable generally to describe honest, informative advertising, as distinct from unscrupulous and misleading practice. Eurodollar It is an american currency (dollars) held either by individuals or organizations outside the United States. European Economic Community It means signatories to the Treaty of Rome for the creation of a customs union or common market. European Free Trade Association It is a association of several European countries, not members of the European Economic Community, set up in 1959 to develop free trade between members.

Ex Ante It means Ex are demand is the level of demand for commodities which are expected to be bought at a certain given price. Excess Capacity It means existence of more productive capacity than is warranted by the demand existing at any given time. Excess Demand It means existence of more demand than presently existing productive capacity is able to satisfy. Exchange Rate It means fixed price at which one currency may be exchanged for another or for gold. A floating exchange rate exists when the rate is not fixed but is allowed to find its own level in trading negotiations. Excise Duty It means tax on the production of particular or specific goods in high general demand, such as alcoholic drinks, tobacco and petroleum goods. Exclusive Exclusive in press relations, relates to a story and or illustratory photographic or other material, which is supplied to one publication alone. Exclusive Agency Agreement It bind two parties, one as principal, the other as agent, involving a product, a market, or a geographical area, being limited in availability to the agent for a period, and fully supported by the principal. Ex Gratia Ex Gratia as a matter of favour. Generally refers to payments which are made where no legal obligation exists to make them.

Exhibition It means putting on display a companys products or services for promotional purposes. Particularly the gathering of a number of such displays which are either on view to the public in general or merely to invited guests. May be commercially or privately sponsored. Expanded Type It is a typeface in printing which has wider dimensions than is usual. Its use is intended to exert a greater dominance or legibility. Expert Agencies It is those organizations independent of advertisers, ad agencies and the media that offer a specialized research service. They are usually held in esteem and trusted by all three wings of the advertising industry. So, the Audience Research Units (ARUs) of All India Radio and Doordarshan would be considered expert agencies where audience composition and audience response to radio and television programmes are concerned. They would also be able to provide reliable data on the reach and coverage of the broadcast media. An expert service which All India Radio provides is a Time Budget Survey which is a kind of profile on how people in different regions of the country spend their time. The activities are grouped under 12 categories and cover the period from 5.00 a.m. to 12.00 midnight. Such data is useful to the media planner in scheduling ads at the most appropriate times of the day. Other expert agencies would include the market research organisations such as ORG, IMRB, MARG, MRAS-Burke, and veys, while MARG and MRAS-Burke conduct opinion polls regularly for advertisers and the media. NCAEA does surveys of the market-share of various products; pathfinders keeps track of the advertising salience of several products. The ORG has a Centre of Media Studies, which carries out media survey regularly. Exploded View It is a special type of drawing in which a complex object is shown opened up or with internal components illustrated separately and outside the main drawing. Exponential Smoothing It is a statistical procedure which is applicable to moving averages, to reflect most recent changes in a series of data. Export Declaration

It means details to be submitted within six days, of the export of all goods from the country. Export House It is an organization specializing in selling into foreign markets. Originally called Forwarding agents, they now provide a large range of services to exporters big or small. Representative body is the institute of Freight Forwarders. Exposition It is sometimes used as synonym of exhibition, but usually to imply a larger or more serious event, often accompanied by a conference or seminar. Ex-post It means actual value attributable to a variable factor. Export demand, for example, is the actual quantity bought at the price realizable. Extended Use Tests It is Similar to placement tests but used, especially in industrial marketing, where it is necessary for findings to be derived from use of the product in a work situation over a long term period. Extensive Selling It means selling Products through every conceivable distribution channel, stocking in every possible retail outlet, and promoting sales to every likely market segment. Ex Works Price It is the basic price of a product at the point of manufacture, i.e. excluding delivery and insurance, and sometimes packaging. Eye Movement Camera It is used in advertising research, this equipment tracks the movement of the eye over press advertisements, showing the path which the eye takes and indicating the sequence of interest that the features arouse.

Eye Observation Camera It is a equipment which is used in advertisement research to measure pupil dilation, so giving indications of arousal of informant. Eye-Wash It is a exaggerated Claims.

Jargons in Advertising

F
Face Face means in printing, a particular design or style of lettering upon which a typeface is based. Two broad categories, serif and sans serif distinguish between the more and less intricate characters. Face-to-Face Selling It is a personal selling usually on a one basis, i.e. a personal meeting between buyer and seller in which each can state a case and /or hear the others point of view. Vulgarly referred to as belly-to-belly selling. Face Value It means nominal value or price of a commodity. Facia

Facia in exhibitions, means the headboard above a stand. Sometimes used for advertising, purposes, e.g. featuring a brand-name, but usually caries the identity of the exhibitor. Facing Matter It is a positioning of an advertisement so that it appears opposite an advertisement so that it appears opposite an editorial page. Facsimile It is strictly an exact copy of writing or an illustration. Factor Analysis It is a study of the component parts of an attitude research programme interview with the aim of discovering more meaningful conclusions than are apparent from the data taken as a whole. Factoring 1. It means discounting of bills. 2. Middlemen acting as go-between for sellers of commodities without a common interest. The factor arranges for the sale of products of both companies and then settles the accounts. Factors are often involved in processing as well as the usual wholesaling operations. Otherwise, they would be purely marketing agencies. Fad It is usually a fashion adopted quickly by a number of people who subsequently lose interest as quickly as they originally gained it. Family Budget It means total family income devoted to expenditure for housekeeping purposes. Family-Life-Style

It is a manner or style or living which is adopted by a family according to its background, income, or aspirations. Is becoming subject to closer scrutiny in the development of psychographics. Fast Moving Consumer Goods (FMCG) It means repeat selling, low unit value goods normally in universal demand. Feasibility It expresses the degree of practicality, usually in financial or economic terms, of a product or business ventures success. Feature Feature in press relations, is an article or story which is written in some depth and at some length; usually exclusive. Feed It means to supply information to another, particularly on sales leads. Relaying transmission of a broadcast from one station to another. Feedback Feedback is a response or reaction to a message, indicating to its communicator how the message is being interpreted. Fibreboard It is a two or more sheets of paperboard pasted together to form a stronger, thicker material. Usually a combination of kraft and chipboard. Solid fibreboard is a straightforward laminate often used, for example, as a book cover. Corrugated fibreboard comprises two outlet liners in between which is sandwiched a corrugated fluting. Both types of fibreboard are used extensively in the construction of cases, sometimes referred to as containers or cartons. Fibreboard Case It means container constructed from either solid or corrugated fibreboard, intended for protection of goods during transit. A transit outer.

Field force It is a team of interviewers used for gathering information direct from respondents in or around the respondents usual habitat. To be carefully distinguished from sales force. Field Organization It means structure governing the operation of a field force, which may be for purposes of marketing research or act as a promotional device. Field Research Field Research is that part of a market research survey involving contact with customers, potential customers, or a representative sample of the population. Field Sales Manager He is an executive who is responsible for organization, direction, control, motivation and training of the field selling force in whole or in part. Fieldwork Fieldwork is that part of a market research survey which involves face-to-face interviews with respondents by research investigators, as compared with other means of obtaining data, such as postal or telephone enquires and the searching of relevant published material. Filler It is a pre-prepared advertisement by publisher used to fill the gap left in a page after make-up. Film-Rush It is the first print of cine film sequence; produced immediately after shooting in order to see whether a retake is necessary. Film Strip

It is the jointed sequence of positive transparencies either black and white but more usually in colour. Each strip consists of a limited number of exposures, which together tell a story or put across a message. Often produced in conjunction with a sound script which can either be spoken during showing or coupled electronically for automatic reproduction. Filter A means of eliminating unnecessary information. Receptionist or secretary protecting executive (s) from unexpected callers. Question in research questionnaire intended to redirect interview. Filter Question It is a question which is used in a market research survey to identify required respondents. Interviews may be terminated if the respondents do not provide indicative answers. Final It means proof or pull of the corrected, locked-up printing form or of a block, showing the printed corrected work, as it will eventually appear. It is thus distinguished from initial proofing which is for checking and correcting purposes only. Financial Advertising It is an advertising activity which is undertaken by companies, firms, or organization involved in financial markets, such as Unit Trusts, Assurance, Building Societies, or Banks. Financial Advertising on Satellite Television (ST) It is an financial advertising which accompanies financial programmes since the viewers of such programmes form the target audience. Financial programmes are niche audience directed programmes, and are not dependent on TRP ratings. The message becomes focussed. Satellite channels are viewed by middle class, upper-income bracket people, and these are the people who invest. The satellite channels and financial advertising have the go well with each other since the viewership fits the target audience of financial advertising. The influences in securities buying the financial consultant, brokers, sub-brokers and merchant bankers. Business-based programmes are watched by these influence.

It reaches NRIs and with NRI reservation the satellite channel proves to be an effective medium for financial advertising. Satellite channels offer special packages for financial advertisers. JAIN TV claims that 30 per cent of its ads revenue comes from financial programmes. Besides, certainly some financial advertising requires more than 30-seconds and corporate films lasting 10 minutes are the way out. They may prove expensive as per tariff card rate, and so special package is offered. JAIN also offers to make ad films for advertisers. Fine Grain It is the descriptive of photographic emulsion or the developer used to process it; results in a negative, which can be enlarged to a high degree without showing excessive graining. Fine Screen Fine Screen in printing, a halftone screen containing 100 or more lines to the inch. Finish It is the quality of final work. Firm Quotation It is the quoted price and/or conditions which will remain unchanged, subject to previously defined criteria. First in, First Out (FIFO) It is a principle which is used in stock holding policy. Fiscal Policy It is a government policy in matters of taxation, particularly in controlling changing patterns of demand to meet other needs of the economy as a whole. Fixed Costs It is a accounting term which refers to costs that are not expected to vary up to a given level of output.

Fixed Spot It is a television spot for which a premium is paid (normally 15%) to ensure that it is transmitted within a preselected break during a programme. Flat Rate It is a uniform rate for advertising space or time, i.e. without allowing for discounts. Flexible Budget A variable amount of funds for a given purpose subject only to accountability for achievement. Flexography It is the process or method of printing using rubber plates; cheaper but resulting in lower quality reproduction. Flip Chart It is a large white paper fold over pad used for conveying sales messages and making sales presentations. It is used in conferences, seminars and training courses. Flong It is a sheet of softened paperboard used in printing to produce a matrix. Floorwalker Floorwalker is a store security officer, usually mixing with customers and attempting to spot shoplifters. Flow Chart It is a graphical presentation of performance. A stages in critical path procedure.

Fluff It is a mistake in speech, e.g. on television or radio, made in such a way as to be obvious to an audience. Fly Posting It means illegal fixing of posters on another's property. FM Channel It is a local channel with a reach of 70 km. Radius from the place of transmission. The concept is still new to most people. FM has been thrown open to private producers from 15th August, 1993, Privatization of FM channels in the four metros is one of the best things to have happened to this medium. For radio, FM has been the kiss of life. Though to this medium. For radio, FM has been the kiss of life. Though radio was not pronounced as dead, but in urban India it was as good as dead. It can transform a faceless mass of listeners into more clearly defined groups, with distinct listening preferences and discerning tastes. The chosen three producers in Bombay are: Times TV, Mid-Day Publication and Star communication. The marketing potential of the channel will depend on its ability to attract the listeners and the advertisers. In rural India, radio is still a powerful medium where it has to play a primary role in advertising, unlike urban areas where it has a supplementary role. In urban areas, according to NRS to select any channel or to blank out any channel. The households will be put on information high-way. The production studios will be state-of the art. There will be major career opportunities to talented people in the electronic media. The media will affect our current life-style and sense of values. Each channel will have its own segment of audience. There will be niche channels like, business, music and travel. General entertainment channels in Hindi-English will be broad-based. The fittest will survive possibly. Advertisers and agencies will be able to direct their messages to homogeneous audience groups. There will be less wastage. Electronic media will become cost-effective. Print media will brave this onslaught as it has elsewhere in the world. Its market stare in the total as spend however, will decline. But the total size of advertising revenue will grow, and therefore, the press will continue to show growth in ad collections. There was a magazine boom in the late 70s and early 80s. Many business magazines, sports magazines, film magazines, computer magazines, other specialized magazines and special interest magazines will appear on the scene in the 90s. In electronic media, there will be a handful of general entertainment channels, and a large number of special interest channels. In all there were three waves in the media scenario. The TV-led revolution in India with DD as the main player was the first wave. The second wave appeared with the arrival of STAR TV. Within half-a-decade of the second wave, we are at the door-step of the third wave consisting of interactive TV programmes. We shall soon have MMDS-based TV transmission system.

Foil It is thin film of metal, usually aluminum, used in packaging. Often referred to as tin foil or silver paper. Folio It is numbered sheet of copy. Following Reading Matter It is a preferred position in advertising media for advertisers; an advertisement is placed immediately after a feature article or editorial and so attracts the attention of readers, whose eyes are said to migrate to the advertisement. Follow Up It is a sales contact, telephone call or letter sometimes but not always as a result of an expression of interest by a prospect and usually after his/her receipt of an initial promotional piece, e.g. a direct mail shot. Footage It indicates the length of a piece of film. Each foot contains 16 frames; 35-mm films run at 1 feet or 24 frames per second. Forecasting It predicting future events on the basis of historical data, opinions, trends and known future variables. Format Shape, size, or style of a publication. Structure or organization of a business proposal or campaign. Forme It is a frame with type matter and blocks assemble in it for letterpress printing.

Forty-Eight-Sheet It is a huge poster. Forward Delivery It is a deliveries booked in advance to meet fixed schedules. Time lag between order and delivery. Forwarding Agents Forwarding Agents is a packaging and shipping specialists. Forward Market It is a market in futures, where contracts are made to buy commodities or securities at prices then ruling but for delivery at a future date. Foul Bill of lading It covers goods known to be defective, also known colloquially as a dirty bill. Fount It is a complete set of type of same face and size. Four-Colour Set It is a printing blocks or plates, one for each of the four major printing colours (red, yellow, blue, black) used to produce a ful colour reproduction. Term sometimes refers to a set of colour proofs. Four Ps It is a shorthand way of indicating the principal factors to be included in the marketing mix, i.e. product, price, place and promotion.

Four Sheet It is a poster size of growing popularity, equal to four double crown posters. Frame One individual exposure upon a reel of film. See sampling frame. Franchise It is a trading agreement, most often between a supplier and a retail outlet, where co-operation and support, often of promotional facilities, are provided to the retail outlet by the supplier as part of a contractual arrangement in return for a guarantee of sales income. A distribution device of growing, importance particularly for service industries. Franking It is a printing or cancellation of postage upon envelopes or lables which can be used to carry an advertising slogan. Free Alongside Ship(FAS) It means all charges being met by the exporter up to the point of delivering to the ship. Free Board Free Board means distance between main deck and the waterline. Free Gifts Promotional gifts: Mail-in inviting prospective customers to send for a gift. On-pack: gift attached to product at point of sale.

On-pack offer: inviting purchasers to send for gift, usually with evidence of a minimum purchase. Freelance It means journalists not on the staff of one newspaper, but usually contributing to several. It also refers to artists, writers, writers, and other self employed suppliers of specialist services. Free Market Free Market is one in which forces of supply and demand are allowed to operate unhampered by government or other regulations. Free On Board (FOB) It means all charges being met by exporter to the point where goods are loaded onboard the transit vessel. Free Sheets It means local newspapers or magazines which are distributed without charge, depending for their revenue entirely on advertising support. Most of the space in these publications is sold for advertising, leaving little room for editorial content. Free Trade It means international trade operating without intervention of governmental restrictions or requirements. Freight Forward It means convention dictating that freight charges are payable at port of destination. Freight Liner It is a door to door container service provided by british rail. Front Cover It is the first page of magazine or journal sometimes available for advertising.

Front End Loader It is a administrative or introductory commission charges added to the total indebtedness of a financial loan. Fudge It refers to mistake, (2) Part of newspaper printing machine carrying second, colour for late news, or announcement on ears of front page. Full Plate It is a photographic print, approximate size in by 6 in sometimes known as whole plate. Full-Line Forcing It means selling a whole range of products as a result of maintaining a monopoly position for one or more of the constituent products, which are essential. Full Service Agency It is an advertising agency offering clients a wide ranges of activities and expertise over and above the normal creative and/or media facilities. Such services will include marketing research and planning, merchandising and below-the-line sales promotion, press and or public relations, packaging, etc. Function It is a basic organization term which refers to grouped activities of an enterprise, e.g. marketing, finance, production and staffing. Functional Budget It is the method of budgeting where funds are allocated according to distinct functions within a business, e.g. marketing, production, finance, administration.

Jargons in Advertising

G
Gable End It means poster site at end of a building. Galley It is the first evidence or proofs of typesetting taken prior to the make-up of pages. Gallup-Robinson Impact Test It is a commercial research firm which has standardized aided-recall tests to survey advertisement impact. The test employs the aided-recall method. A respondent is shown a magazine cover and is asked whether he has read the issue. If the answer is yes, he is asked to describe anything he members seeing in that issue. The respondent qualifies as an issue reader if he correctly reports at least one article in it. He is then given a deck of cards, on which appear the names of the brands and advertisers appearing in the issue, and is asked to indicate which brands and advertisers he recalls seeing in the issue. He may; be examined; on the particular advertisements he is reported to have seen and the information conveyed in such advertisements. It indicates the accuracy of the respondents recall and the extent of the advertisement impact on him. At the end of the test, the respondent is shown the advertisements in the issue, and is asked to confirm whether he was thinking of the same advertisements. The respondent who qualifies as an issue reader and successfully associates brand or advertiser with a specific advertisement is referred to as "proved Name Registration"- PNR. The Gallup-Robinson Impact Test is capable of eliciting useful information of advertisers with a view to analyzing the strengths and weaknesses of an advertisement. Galvanometric Response It means change in skin conductivity due to changes in moisture content (perspiration); measured by current flow as indicated on a galvanometer. This change may have a correlation with psychological stimuli (e.g. fear or other emotion) and arguably may provide a measure of a respondents reaction to an advertisement. Gap Analysis

It is the Methodical tabulation of all known consumer wants of a specified product category together with a cross-listing of the features of existing products which satisfy those wants. This chart shows up any gaps, which exist, and thus provides a pointer as to where new products might find an unfulfilled demand. Gatefold It is the four page advertisement bound into a publication at one edge and folded at the other such that it open out, as with a gate, to provide a double page spread. Gearing It is the description of capital structure in limited companies referring to proportion of capital, whether debentures, preference, or ordinary share making up total equity in the company. High gearing refers to a greater proportion of loan capital, I.e. debentures or preference shares, to risk capital, i.e. ordinary share and vice versa with low gearing; Generic Term Generic Term in marketing is applicable to brand name which have come to be adopted as the general descriptive term for a product, often as the result of extensive promotion, e.g. Hoover, Biro, Linoleum. Geographical Concentration It means limiting of a sales or promotional campaign to a specified geographical region. Gestation Period It means a length of time which elapses between an initial inquiry for a product and the placing of an order. It is more often applied to capital goods where it can amount to several years. GHI It stands for Guaranteed Home Impressions. A guaranteed number of television or radio advertisement impacts for a given sum of money. Ghosting 1. To provide an inner view of a package or product by cutting away part of the exterior.

2. A shadow on television film. Giffen Goods Giffen Goods are those goods for which demand moves in the same direction as price, instead of following the classical laws of supply and demand. Gift Voucher It is a special incentive to purchase, usually involving money-off against next purchase of qualifying brand or providing an opportunity for a special purchase. Gimmick It means idea or object which is novel or highly unusual with in the context in which it is used. Lend news value to promotional activity; it also helps to establish identity for a product image. Give-Away It means inexpensive promotional piece, sometime merely a leaflet, designed for wide distribution form offices or shops or direct to prospective customers. Give-Away Magazines It means magazines which depends entirely on advertising for their revenues and distributed to readers free of charge. Goal It means synonym for business objective or aim to be achieved. Going Rate It means shelving carrying display of goods with aisles on either side in self-service shop or supermarket. Goodwill

Goodwill is the part or portion of the value of a business enterprise reflecting consideration of its established market connections, reputation and image. On sale, that portion of the purchase price not accounted for by its total net assets. Graphics (1) It means illustration or diagram in pictorial statistics. (2) It is visual elements of communications, usually associated with artwrok, dummies, photographs in media. Gripe Session It is concerned with a conference or other at which sales people primarily offer complaints about company products, personnel policy or environment. Usually taken to be a symptom of poor motivation but may also reflect of positive planning by the management. Grocery it means retail outlet offering wide range of consumable household gods such as foodstuffs beverages, cleaning materials. Alternatively, especially in the plural usage a term used to describe such merchandise itself. Gross Circulation It means total of credited circulation in-groups of media, without discounting for any duplications or errors. Gross Cover 1. It means the product of adding the separate TVRs resulting form a number of commercials. 2. Similarly, the totalling or the separate readership figures achieved by individual advertisements. Gross Domestic Product (GDP) It means total output of goods and services by the national economy in a full year. Gross Margin

Variation between cost or purchase price and the selling price for a specific piece of merchandise. Gross Opportunities To See It means number of advertisements or commercial appearing in a series multiplied by cumulative readership or audience. Gross Profit It means value of difference between cost of purchase of a product and its selling price, i.e. without allowance for overheads, promotion or other expenses. Gross Reach It means total number of opportunities for people to see the advertisements contained in a schedule; the sum total of the readership of each publication multiplied by the total number of insertions. Group Discussion It is the research technique in which a group of people is encouraged to express freely views and opinions on a selected subject. This might relate to the message contained in an advertisement, or any other component of a campaign upon which aveiwpoint is sought. Group discussions are frequently sued as a means of dtermini8ng both overt and subconscious attitudes and motivation and discussion may range topic is fully explored. The recorded proceedings are then subjected to further analysis. Group Interview It is the structured interview which is used for testing commercial or aimed at getting representative family views about a product. Guarantee It means undertaking by one party to answer for liability, or to perform a duty on the default of another, either in service or a product for which it is primarily responsible. It generally specified the extent of the liability of the guarantee. Gut Feeling It means hunch, opinion based upon intuitive grasp of a situation, arising from experience rather than logical deduction.

Gutter It means margin of a page adjacent to the fold in a publication, the vertical centre of a double page spread. Guttman Scale It is a scaling technique which is developed by Louis Guttman. The statements are about a product/product attribute and agreement/disagreement is elicited. A cumulative unidimensional scale sought to be achieved. A series of statements should measure only one dimension of an attitude and for that the responses are arrayed. A A. I am over 20 years B. I am over 30 years C. I am over 40 years D. I am over 50 years E. I am over 60 years x B x x C x x x D x x x x E x x x x x

Sixty-plus people are 50 plus, 40plus, 30 plus and 20plus. Similarly over 40 means over 30, 20 and so on. Age is thus unidimensionsal. Most responses fitting the pattern show they are unidimensional. This technique is not much in use.

H
Hackneyed It is the words or expressions which are banal or over-used; perhaps the most familiar in marketing is new. Haggle It is the procedure of of discussional bargaining, prior to the negotiating of prices or terms of agreement. Halftone It is the printing block or plate of a tonal illustration, the reproduction of which is facilitated by breaking up the continuous tones to leaves a series of dots which pick up the ink. Halo Effect 1. It described the situation in which estimation may be coloured by the circumstances of the environment, e.g. in marketing, a company stance of frank sincerity will tend to add to a buyers confidence in a product or service. 2.It is a statistical term of measurement applicable to this area. Handbill It means form of printed advertising delivered personally into the hands of likely prospects.

Hand Held Hand Held means film shot made without the use of a tripod. Handout It means inexpensive leaflet for free distribution at exhibitions or for promotional purposes, especially at point-of-sale. Hard-Boiled, Hard-Headed It means buyers, often with long experience, who habitually challenges or reject any new approach, organization, product or opportunity; such behaviour may be natural to the person or assumed in an effort to contain aggressive selling practices. Salesman must be trained to anticipates and overcome sales resistance of this kind. Harmony It is a essence of an advertisement or commercial reaching the desired theme or objective. Headhunter It is recruitment agency which specializes in pinpointing very precisely just those few people known to be suitable for a certain vacancy, and then making person contact to encourage their interest. A process which contrasts with the more commonplace method of placing recruitment advertisements which will probably attract more responses but may be missed by the most suitable people for the job. Heading It means title of report of report of published matter. Headline It is a headline is a word or phrase which is more prominent and catching than the other elements of the copy, and carries an ad message either below or above it. Captions are not headlines. It is the headline, alone which determines the redability of the ad copy. The longer the copy, the more important is the headline. Sometimes, there is no coy at all except the headline.

It is the most crucial part of an advertising. Basically, it is used to arrest attention and to create interest. It should go beyond being catchy or sloganising. It has, really, speaking a lot to contribute to the style and mood of an advertisement. Headlines many times do target the advertisement to a select audience. They are inviting enough to motivate the reader to read the advertisement copy further. Perhaps this they are able to do by being benefit-oriented. Headline is not to be take too literally. It mostly occurs as the caption, but can occur anywhere in the body of the advertisement copy, even at the end. In a nut-shell, self-interest is the key to successful headlines do the positioning work-they highlight a product benefit that is most important. Many headlines are musical, Quinn stresses the importance of the copywriter finding more interesting ways of presenting basically uninteresting propositions. Every headline, he cautions, should be the best you have ever written because you are only as good as your last advertisement copy. Headlines, Different Forms of It set the tone of the advertisement. As a whole they are the essence of all that you have got to say. The following are some major types of headlines. According to David Ogilvy, the advertising guru. "The headline is the most important element in most advertising. It is the telegram which decides for the reader whether to read the copy." 1. Direct Promise Headline: Ponds Special Baby Powder headline promises you to take good care of your baby. Such a advertisements indicate the benefits of the product or service in a direct manner. 2. News Headline: It include new promises, product improvements, price reductions, premium offers etc. Parles Monaco was again made available in a big pack. So the headline announces. The Big Manaco pack is back. 3. Curiosity or Provocative Headline: Sweetex, a non-sugar sweetener uses this technique very efficiently in its recent advertisement. The headline is a starting statement, followed by a question. There s a rich, gooey chocolate cake hidden in the picture. Can you spot it? This headline is so curious that we see what is it all about. There is only a cup of tea. There is no chocolate. We feel compelled to discover what is hidden in the copy. The copy begins by saying: It (chocolate cake) is it all about. There is only a cup of tea. Or more precisely, in the sugar. If you drink five to six cups of tea or coffee a day, each with 2 teaspoons of sugar, you are consuming about 2200 calories a week of sugar alone. The equivalent of half a kilo of rich chocolate cake.

So we have arrived. Our sugar consumption is equal to an x quantity of chocolate cake. This makes us out of shape. Sweetex comes as the short and sweethway out. You have to cut out sugar frm your coffee and tea. And use Sweetex instead. So these headlines invite the reader to read further. 1. Selective headlines: It holds a particular promise for a special groups. Childcare products are for mothers. The headline identifies this groups. The natural choice for mothers who careChildcare. 2. Humorous Headlines: Though practised with caution, sometimes it really works wonders. The headlines of the new Kwality Ice-cream having the flavour of juicy chunks of pineapple is really mischievous but effective too. Humour, however, is a suspect element in advertising. In fact, people do not buy from clowns. But it is also true that humour make the advertisement noticeable. But it should not be the man-slips-on-banana-peel type humour. 3. Command Headline: It is advisory in character. VIPs feelings cotton panties have the commanding headline Say Hello with feelings. It is a great new you. You will appreciate that it is a command but with a promise. 4. Situation Headline: Situation Headline is based on a peculiar situation like an impending war, flood earthquake, epidemic etc. 5. Label Headline: Some product like a TV set can be headlined as a label. Here there is a strong need for the product and so no other appeal is called for. 6. Challenging Headlines: Mostly a provocative question, its mental answering becomes compulsive. 7. Negative Headlines: Not very much forward, but are used occasionally to direct to the right product. The afternoon Dispatch Headline is negative. 8. Affirmative Headline: The message is not very assertive. But it is not denied either. We thus say about complan: Growing Children Need Complan.

It can be prosaic or poetic. They can be matter-of-fact or musical. It all depends upon the type of product, the style of writing, the atmosphere intended to be created. There are headlines, which form along with the visual the full copy of the advertisement. There is no other copy matter. You can well-imagine how hard such headlines have to work to stir up the potential buyers. Headlines carry sub-headlines to make up a continuous whole. Head-On Position It means outdoor advertising position directly facing traffic. Heavy Viewer It means television viewer consistently watching for many hours each week. Heavy Users It means consumers or customers whose purchases of a product are larger than average. A typical yardtich is one third of consumers purchasing two thirds of the total sales. Hedging It means negotiation of contractual arrangements intended to protect a buyer or seller against changes in price, supply or other conditions, which may be to his disadvantages. Heuristic It means an adjective used to describe an exploratory method of tackling a problem, in which the solution is discovered by evaluation of the progress made towards the final result, e.g. guided trial and error. Hidden Decisions Hidden decisions means any decisions take automatically and without questions; for example, renewing a contract when due without reviewing its continued usefulness. Hidden Value It means value not obvious at first sight. Marketing activity often constitutes such a hidden value but this should not be appreciated as such by customers unless the supplier chooses to exert to inform them.

High Key It means an illustration in which the majority of tones in the subject or image lie at the end of the Grey scale. High Pressure Selling It means aggressive selling activity to achieve sales revenue irrespective of a consumers real need or resources. Hoarding 1. It refers to withholding money or goods from circulation for later advantage. 2. A site for poster advertising. Hoarding Site It means parcel of land or a building used for posters. Holistic Evaluation It means evaluation of an advertising or marketing campaign as a whole, quite separately from consideration of its constituent parts. Home Market It is a geographical area or country in which an organizations headquarters are based, usually referred to as such by executives selling in the country where theyll are based. Homogeneous Goods It means competing products or brand with little or no real differences between them. Horizontal Market Horizontal Market is one in which buyers from many various industries purchase a common product or service, e.g. a computer, typewriters.

Horizontal Publication It means business publication aimed at readers in similar job categories over a variety of different industries, e.g. Management Today. Hot Shop It is a creative studio which puts high value on novelty and topicality in the preparation of its advertising copy and designs. House Account It means significant customer, usually serviced at management level; because of the volume of business transacted, prices are keen and leave little or no opportunity for the payment of commission on sales. In many cases, house account business makes the difference between profit and loss and the relationship therefore a usually close and strong. They may consist of a companys earliest customers who have grown alongwith it. House Agency House Agency is an advertising agency wholly owned and operated by a large business organization to which it provides services which are, however, not necessarily exclusive to that organization. Similarly such an organization may additionally or alternatively use the services of independent agencies. House Hold It means designation of the single family unit for research survey purposes. House Magazine It is a periodical which is published by a company or other organization for public relations and /or sales promotional purposes. Usually in one of two main forms, either purely external for influencing custom, or internal for employee motivation, although the former may be circulated internally; and the letter known by those outside the firms employ. It is also called as House organ. House Style It means characteristic and standardized form which is applicable throughout a company to such items as letter headings, publications advertisements, vehicles and packaging. Generally includes a distinctive logotype design for instant recognition.

House-To-House It means calling direct on potential consumers and users at their own homes for purposes of distributing or collecting information, leaving samples or direct selling. Housewife Time It means on radio, the time between the morning and afternoon drive times. Hyper Market It is a larger self service unit with minimum sales area of 2500 square metres offering an assortment of food and non-food merchandise at popular prices; often provides extensive parking facilities and associated with out-of-town shopping; often called superstores but to be distinguished from discount houses. Operation differ between retailer providing a number of shopping departments or, more usually, a site operation leasing space to various kinds of retail concerns. Hypothesis Testing It means determining or fixing the correctness of assumed parameters, generally by sampling techniques.

Jargons in Advertising

I
Iceberg Principle It means psychological concept suggesting human personality is similar in appearance to that iceberg, with innate desires hidden deep down under the surface. Advertisers, recognize that influencing people to move in any given direction frequently depends an appeal to their less apparent desires.

Identification It means establishing common relationship between factors. Illustration Methods Of For preparing illustrations there are different method. It depends upon the objectives, creativity, product, medium, etc. The following is only an illustrative list of the methods of illustration. (i) Symbolic Illustrations. (ii) Comparison and Contrast Illustrations. (iii) Product in Use Illustrations. (iv) Magnifying the Details Illustratio (v) Product-in-the Setting Illustration (vi) Result-of-the-products use Illustration. (vii) Product-Alone Illustration. (viii) Dramatization of Illustration. Symbolic Illustrations: It is very good for the presentation of abstractions. Comparison Illustrations: "Before and after" is one type of comparison illustration. All of you may have seen the Bullworker ad copy. It shows a lean, almost starving boy who later becomes muscular. This is a contrast and comparison ad. Similarly, comestics advertisements show the effects on complexion by giving before-and-after illustration. In the above example, Saffola has been compared with other oils. Product0In-Use or Action: This is a popular method of illustration. A person smoking a cigarette or a girls hand with nail-polish just applied are very common examples. Textiles are always shown in use. Garden silk advertisements use persis Khambatta, a model who uses a sari. The ad becomes very convincing. Magnification of Details: It is a salesman-like illustration which explains either the feature or applications of products in detail. Modi Threads recent copy is a good example by which several illustrations explain the copy.

Product-In-The-Setting Illustration: Casting the product against a proper background facilitates the visual communication process. The background chosen is consistent with the product. Royal Nepal Airlines have chosen the mighty Himalayas. Johnson Ceramic Tiles, Neycer Wash Basin are also advertised in this way. You can associate a quality image by the choice of the right backgrounds. Result-of-a-products Use Illustration: The product in the above example is investment advice, which result in financial returns. See how money comes out of the computer. To the reader, the product itself may not be as important as the satisfaction derived from its use. Product Alone Type Illustration: Here there is no copy, but only the product with its brand name. Many advertisements use this type of illustration. Dramatized Illustration: Either the headline or the situation is dramatised to make an impact, and the illustration assists in this dramatization. See in the above example how swarup sampat is emerging out of the TV set in a boisterous mood. It is a televista TV advertisement copy. Sometimes, for strategic reason, the illustration is totally omitted How to maintain the proportion between the illustration and the copy is what engages the attention of the layout artist. It depends upon the nature of the product, the results expected and various other factors. Food products attractively presented make our desire to own the material. Here the illustration occupies a larger space than the other elements. Photographic ideas are worth more. Photography given authenticity in terms of news. Food and celebrities are almost always photographed. Kodak gives some useful guidelines about photography. ILR (Independent Local Radio) It refers to commercial radio stations controlled by the IBA in Britain. Image Image means composite mental picture formed by people about an organization or its products, E.g. brand image, conception of a product in the market place. Impact It is a force with which an advertising or promotional message registers in a persons mind. Impression Cover It means number of insertions it takes to cover the required percentage of population actually seeing the advertisement or commercial.

Imprint It is sign, symbol or code used in print work to identify such factors as print quantity, data, supplier or other such information. Imputed Costs It is the sum of opportunity costs for economic resources employed in an organization. Incentive Marketing It is a function of providing special additional reason for making a purchase, such as tactical pricing, competitions, premium offers, trading stamps. At one time, known as consumer promotions. In recent years, has assumed a major importance in marketing activity. Incentive/Reusable Packs It is a promotional device offering attractive containers available for some subsequent use by the consumer. It frequently encountered in food and drink products. Indent Indent means to commence a line of type at a distance in from the left-hand margin. Indexing It is the statistical term describing a method of standardizing the base for comparative data in a time series, usually equating the initial measure to 100 and then expressing all other data in exact relation to that base; e.g. the index of wholesale prices in any year by comparison with a base year of 100 might stand at 92 or 108 to indicate a fall or rise of 8% respectively. Indirect Costs Indirect Costs means any expenditure in a business other than that incurred directly by a particular cost unit. Industrial Advertising

It means advertising of product or services to industrial, commercial of business organizations. Generally relates to industrial or technical products but essentially refers to any purchase of goods or services, which might be made by any such organization to distinguish it from advertising directed at consumer markets. Industrial Selling It means selling to industry for industrial consumption, e.g. catering or fuel products, but more usually goods required to further production, e.g. raw materials and machinery. Inertia Inertia means resistance to change in individuals and /or organization; considered one of the major problems confronting marketing effort Inertia Selling According to this goods delivered to a prospect upon a sale-retuen basis without the previous consent or knowledge of the prospect. Legally, the recipient is not obliged to retain or pay for such goods and has the right of disposal if reasonable notice is first given to the sender. Inferior Goods 1. It is relative term which denotes goods the demand for which tends to fall as incomes of their purchasers rise. 2. It relates to goods not of a required standard. Inflation It is an economic phenomenon in which decreasing purchasing power of a currency is caused by a persistent tendency of prices to rise, often sharply. Informal Group It is a association of individuals brought together by common association, without any formal organizational structure but not necessarily lacking leadership. Elton Mayos researches in the USA uncovered the existence of many such groups within the industrial community. Informant

It means person answering or supplying answers to research questions. Initial Sale Initial Sale means first time purchase by a customer who then becomes a prospect for repeat purchase. Inland Waterways It is network of canals, rivers, and locks intended for conveyance of goods but due to the competition of faster means of transport, is often used nowadays for pleasure craft and the provision of marinas. Inner Pack Inner Pack means one of a number of packs which are then stored in multiple containers, e.g. twenty individual cartons of cigarettes might be wrapped as a unit, a number of which are then packed in a fibreboard case. Innovation It means introduction of new thoughts, policies, products, markets, distribution, merchandising or other deliberate changes. Given that, all things being equal, all products have a life cycle which dictates that, at some point, their usefulness will decline, innovation is an essential ingredient to long-term development of commercial enterprise and its absence must lead to the decline of the enterprise itself. In-Pack Premium It is a gift offer contained within a pack, as opposed to appearing on the outside of the container, in the media or within the sales outlet. Inquiry it is the initial request from a prospective buyer or user for information, often following some form of advertising or sales promotion, usually with a particular purchase in mind or consideration. Inquiry Test

It is the method of testing advertisements or media by comparing the number of inquiries received. Insert It is the piece of sales promotional material placed into the pages of a publication, either loosely or bound in. Sometimes encountered as inset but this usage is not recommended since inset more usually refers to the insertion of a separate photograph or chart within an overall illustration. Insertion Weights It is used for weighting advertising expenditure; means of varying expenditure according to the impression value of alternative publication. It reflects the likelihood of an advertisement being seen. Instalment Selling It involves taking an initial deposit against goods purchased and collecting the balance of the selling price over an agreed period of time in fixed instalments. Instant This term frequently applicable to prepared products of high convenience value, especially foodstuffs. Institutional Advertising It is similar to corporate advertising. Institutional advertising, however, refers especially to advertising undertaken for whole industries rather than to individual corporations, e.g. Eat More Fruit. In-Store-Promotion It is the promotional activity located within a sales outlet. Intaglio Intanglio means printing from a depressed surface.

Intend to Buy Test It is a test in which the readers of a magazine are asked what the effect of ad is on their intention to buy. Once they express an intention to buy, a further probe of the element of ad that influenced them most to do so is assessed. It is assumed that an intention to buy will be converted into actual purchase sooner or late. Institutional Advertising or Corporate Advertising The main aim is to build a positive image for the firm in the eyes in internal and external public in institutional advertising. It does not attempt to sell anything directly. However, it does a lot of good to the organization as a whole. It forcefully tells how the organisation is a socially responsible institution. It also tells about the nationalistic learnings of the organization. It shows how its actions are consistent with overall national objectives like environmental protection, employment generation, literacy, loss prevention, health for all etc. It is integrated to public relations function of the organisation. Institutional advertisements may be addressed either to consumers or other groups like government, suppliers, financial institutions etc. Effective institutional advertising evokes a positive response amongst the target group and creates goodwill. Institutional advertising may introduce products indirectly or may introduce the sales people indirectly. Glaxos advertising on child health may make doctors favourably inclined to meet its medical representatives. Institutional advertising like product advertising can be in formative, persuasive or reminder-oriented. It's objectives is of institutional/corporate advertising are: To make the company known. To make its products/services known. To make its achievements known To make its values known. To make socio-political/economic/moral statements. Intensive It is a technique which is used in marketing research to endeavor to formulate a true pattern of human behavior by a process of continued patient probing into beliefs and desires. Intensive Selling It is a greater volume to present customers through energetic promotional drive.

Interface It means meeting between two or more parties whose differing interests have in some way to be reconciled. Intefirm Comparisons It is the services pioneered in the UK by the British Institute of Management in which information is mutually exchange between firms, usually in the same business, upon a confidential basis, with a view to establishing objective, practical criteria against which to evaluate comparative levels of activity and performance. Intermedia Comparisons It means comparing one medium against another or other according to cost, characteristics of the audience, and the atmosphere of the audience. The following compares the different media: Creative merits and Demerits. Newspapers : Variety of ad sizes possible, impact of black and white, immediacy, local emphasis, changes at short-notice, quick response, accountability can be fixed. No high fidelity reproduction except in colour supplements, variations of format amongst different papers, difficult positioning. Magazines : High fidelity reproduction, selectivity, prestigious colour reproduction graphic opportunities, permanency or message. Constraint of size, long dead-lines, no immediacy, lack of flexibility, clutter, difficult positioning. TV : Effective audio-visuals, movement dramatization, viewer empathy, demonstration of product, credibility, captive audience. Time constraint, clutter, intrusive. Radio : Audio exploration, amenable to humour, mobile medium, message can be changed, intimate medium. No visuals, alternation span wavers, listenership data not available, fleeting nature of message. Direct Mail : Measurable, personal, graphic flexibility.

Postal constraints, mailinglists costly. Posters : Graphic opportunities, size, large, high fidelity re-production, 100% visual possible. Reminder medium, audience research not available. Point-of Purchase : New methods. Retailers motivation. International Monetary Fund It means an institution arising from the Bretton Woods Agreement in 1994, the fund being established firm 1946. Its primary object is to maintain and stabilize international rates of exchange. It is also expected to provide facilities for arranging multilateral clearing systems and to help to eliminate restrictions on international trade. It is often used by countries as a World Bank, particularly when facing balance of payment difficulties, each country having drawing rights against present and anticipated contributions to the fund. Inter-Net: Multi-Media Option AVidesh Samachar Nigam Ltd. (VSNL) has started offering connections to Inter-net. Inter-net is also an important medium to promote products. It has 27,000 sites internationally and 30 million users. The charges in India are Rs. 5,000 a year for individuals and RS, 10,000 for corporates. Multi-media offering text, graphics audio and video facilities is the medium of the future. Inter-net takes a lead over TV since in TV text is a weak area. Inter-net is also an active and intelligent medium. Web crawling makes it so (web crawling means searching across the net). If a surfer punches in appropriate key works for a particular product or information, the scrawler scans the document on the web and makes available all the related data. Inter-net advertisements are based on the number of key words. If our ads words are the same as those of the giant companies, our ad is given the same priority. In this media, the consumer comes to the advertiser. Besides, there is no wastage at all since the ad reaches a user only if he is interested in it. Inter-nets viability in India is linked to the growth of the PC market-particularly Inter-net ready PCs (at least a 386 PC). Ads for certain products will take off on Inter-net quickly e.g. credit card and travel related services, pagers and mobile phone. With the Inter-net now in India, the advertising mix could well be redefined. Already, Beans talk (HCL) is being marketed on Inter-net. The limitation of Inter-net is the population of PCs in India (only 1 million). Of course, for global products, Inter-net may prove to be an attractive proposition. The

development of telecom and the access to graphics (now not available in India) will give further fillip to Inter-net ads. The ads on Inter-net no longer stares a consumer in the face. He finds them out actively. PC owners can now avail of commercial on-line services, Inter-net and prodigy. Here a PC is connected to a phone-line. The consumers can then read a magazine of their choice electronically. They can then access to travel, financial and entertainment information. They can avail of E.Mail, and char rooms socialize. Advertisers have put their messages online. PCs are changing the ways ad agencies do business. There were 5.2 million subscribers on line in 1994. AT & Ts Interchange online Network will carry ads. By 1998, more than 15 million household will subscribe to at least one on-line services. Advertising Age estimate that 1% of total budget will be diverted to on-line. This is still an experimental stage. Interactive Age survey reports majority of people do not like to see ads on computers. Despite this, advertisers are optimistic. The challenge is to create appropriate ads. AOL and prodigy charge a flat fee of $10 a month for five free hours of use, with a charge of $3 per additional hour. Interpolation It is a mathematical terms which refers to the technique of judging a value or values between known value points. It may be used to describe the procedure of drawing conclusions from known data. Interview 1. It is a contact between parties, either face-to-face or through a communications medium, e.g. elephonic or postal means. 2. Market research interviewer obtaining information. 3. Salesman giving information and obtaining data as basis for a sales transaction. Intramedia Comparisons It means comparing publications or channels one against another or others within the same medium. Intransient It is applicable to messages transmitted and capable of retention, such as those within newspapers or magazines. Television and /or radio messages are transient, i.e. transitory, and although the meaning or content of the communication may be retained, it will be a matter of memory or notation rather than sight of the original message. (This distinction may possibly become obsolete with the spread of techniques of audio/video recording).

Introductory Offer It is a special incentive offered to induce trial purchases on the launch of a product or service. Invitation to Treat Invitation to Treat means retailers putting goods on show in shop windows or display cabinets are inviting people make an offer-the retailer is not, as is popularly believed, making any offer. Customers make the offer and, by so doing, enable the shopowner to accept. It is a legal expression for this principle which, of course, applies equally to advertisement and to the use of illustrated catalogues as sales media. Invoice It is the document listing the charges being set against a buyer in consideration of goods or services supplied. It is also called a bill. Invoice Discount It means obtaining credit on the security of book debts (money owned) as a discount. It is applicable to companies with money tied up with debtors, especially finance houses. Island Position Island Position means advertisement surrounded entirely by editorial or margin. It is also called as souls position. Island Site It means exhibition stand surrounded on all four sides by gangways. Issue Life It is the period between publication dates. A publications life is said to have terminated once a subsequent issue of the same name has been released. Refers specifically to newspaper and magazine advertising; of course, their text matter may be retained and subsequently consulted. Issue Readership (Average)

It means the number of readers, on average, who read a publication. Italics It is the style of typography in which a specific typeface is given a slant to the right, and sometimes a finer stroke, in order to represent emphasis. ITCA (Independent Television Companies Association) It is the association of programme contractors which is formed to represent their mutual interests. ITV (Independent Television) It refers to the organization controlled in UK by the IBA, consisting of fourteen geographically separate television areas.

Jargons in Advertising

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Jar 1. It is a wide mouthed container, generally of glass, stoneware, or plastic (BS 3170). 2. The glass container generally for high viscosity material such Jerque Note It is the certificate which is issued by Customs when they are satisfied that cargo is in order.

Jingle Jingle is a short tune to which the advertising message of a television, radio, or cinema commercial is sung. Not necessarily an original tune since often-different words are sung to an already familiar tune. Job Evaluation It means determination of the value of a job in relative or absolute terms, generally with a view to fixing the rate of pay, but also has a motivation aspect. Job Selling 1. It means disposing of unwanted remainders in bulk and at a low price. 2. The selling units, generally capital equipment produced in low volume, against limited demand and established specification. Job Specification It means definition of tasks to be undertaken in relation to a particular job category. It also includes responsibilities and functions in connection with other activities within an organization. Journey Planning It means to organizing the salesmans route, rate(s) call, and consumer priority rating so as to make his selling as cost effective as possible. Judgement Sample It means group selected without use of statistical methods in order to obtain its views and ideas. Generally comprises the more important figures in a particular sector. A major constituent of the Delhi method of forecasting-see Forecasting. Justify It means to adjust the position of words on a printed page so that the left or the right hand margin is regular. Jargons in Advertising

K
Keen Price It refers to low price. Kerbside Conferences It is the post interview discussion between a salesman and his sales supervisor, involving analysis of selling method, performance and achievement. Key Factors It is the essential elements of a given marketing or other situation, i.e. those factors which are crucial to achieving a determined or specified goal. Key Prospects It means group of buyers within a market who hold the greatest proportionate potential purchasing power. Keyed Advertisement It is an advertisement which is designed to cause an Enquirer to indicate the source of his information, for instance by including a code number or a particular department within the return address. Kill It is the action of media in deciding not to carry an available story or news item. Knock Down (KD)

Knock Down means goods which are supplied in unassembled from but with all the components and instructions necessary for their completion. Has particular application to furniture, mail order and several export shipments. Knocking Competition It means deriding the quality of competitors products or services. Knocking Copy It is an advertisement copy which deliberately exposes competitive products to adverse comparison(s). Kraft Board It is the paperboard noted for its strength and water-resistant characteristics, manufactured from bleached or unbleached sulphite wood pulp. Mainly used in packaging. Kraft paper It is a paper which is generally brown, and noted for its strength. It is used in packaging. Jargons in Advertising

L
Label It is a card, tag, patch or other attachment to a product of package in order to give it a particular identity. Laissez Faire

It is a philosophy in which it is held that governmental involvement in business should be kept to a minimum, consistent with a basic level of legal protection regarding breaches of contract, safety measures and fair dealing. Laminate Laminate means two or more sheets of material bonded together either to produce simply a thicker, stronger medium, or, where different material are laminated, to combine various desired properties. An example of the latter would be a foil-laminated board, which provides a decorative finish with a rigid base. Landscape It describes an illustration or piece of print where the width is greater than its height. Last in First Out (LIFO) It is a principle which is frequently used by trade union negotiators considering redundancy plans. Lateral Diversification It refers to company entering a new area of business activity not related to its present field, e.g. brewers entering field of drugs (antibiotics). Compare with vertical integration. Laundromat It is mechanically operated laundry using vending machines and often operating as part of a franchising operation or alternatively by a concessionaire arrangement. Law of Diminishing Returns It is a economic law it states that, while extra units of input critically increase output, perhaps more than proportionately, the rate of return will flatten out, increasing by steadily smaller amount until ultimately more units of the same kind will have a negative effect. For example, that X spent on advertising may bring a return of Y in sales, but twice the amount spent (*2X), may bring only * 1.5Y; the rate of return has fallen even though the overall amount of return has increased. Layout

It means what an architects plan is to a building, the layout is to an advertisement. The layout is the blue print of an advertisement. It is an arrangement of the different parts of an advertisement called the elements of the layout. The layout may have any combination of the following elements which have been arranged alphabetically. Advertising Art-The Layout of Advertisements Background Decoration Name place Space Border Caption Coupon Heading Mascot Price Slogan Sub-heading Text Trademark Illustration Product

As advertising space or time is quite expensive, it becomes necessary for the layout artist to prepare and pattern it a number of times before the final is approved to get the maximum benefit out of the space or time bought. Visualization precedes or comes before the layout. It is a mental process that takes into consideration several themes, out of which one appears as rough layout on paper. Visualization thus precedes the layout. The first Scribbling of the layout artist is called a thmbnail sketch, which is converted into a rough, and finally into a comprehensive layout that goes to the production people. The rough layout is used as a basis for the final layout. Within the layout, the position of the copy and illustrations is indicated. The other elements are also positioned. The printers specifications about the typography to be used about the photography-whether half-tones or line blocks-are given in the margin. The actual size is outlined. The cutting and pasting of the elements on the rough layout convert into the final layout. Lead It means selling opportunity where an interest in purchasing has already been established. (Pronounced leed.) Lead Time Lead Time means elapsing between receipt of an order and its completion. Leader It is a leading article in a publication; normally a newspapers formal view of the events of the day.

Leading Leading in printing, means putting space into text or typematter usually between lines. It is achieved by locking lead blocks into the printing forme. Leading Question 1.It is Particularly pointed question suggesting further unrevealed particulars. 2.Question in market research suggesting a particular answer is sought-otherwise known as loading a question. Leaflet It is a printed piece of paper, single or folded-over to make four pages. It can be stitched with additional sheets to make into more pages. It is generally applicable to a publication with no more than twelve pages, i.e. three folded sheets. Leasing It is a practice in business whereby a firm may, for a continuing consideration, obtain the use of a piece of equipment or other plant without purchasing it. Of specific interest where new technology is likely to lead to premature obsolescence. Legal Tender It is a form of money which is acceptable in legal settlement of a debt. In UK, Bank of England notes of any denomination up to any amount and silver up to *2. Legend Legend means title or description of an illustration. Letterhead It is a formal printed in which the name of a company is printed at the top of the paper, often in a characteristic house style. Such stationery will also include address, telephone and telex numbers, and often names of directors, logotypes, symbols, slogans and other matter.

Letter of Credit It is a document which is issued by a bank supporting a transaction, usually for foreign trade. A stronger guarantee is provided by the so-called irrevocable letter of credit. Letter of Indeminty Letter of Indeminty is a document guaranteeing to cover another party against loss or default. Letter Spacing It means insertion of space between the letters of a word in order to make it more legible, to stand out, or to take up extra space in order to justify a line of type. Letterpress It is a form of commercial printing. It consists of raised printing surfaces bearing characters upon which ink is deposited and subsequently transferred to paper Licensing It is the lagal arrangement to transfer the rights to manufacturer, or to market, a product to another. Such an arrangement, also known as franchising, is usually formalized by contract in which there is a consideration, perhaps in the form of a regular fee, or of a commission or royalty. For the licencing company, it represents a means of expanding demand from new markets, without incurring a high speculative investment. For the licencee, it reduces the need to generate new product development, facilitates lower setting up and operating costs and thereby diminishes the degree of business risk. Life Cycle It is the descriptive term for the stage of life, of childhood, teenage, young marrieds with children middle age and retirement. It is used in market research. Life Cycle (product Life Cycle) It relates to a generally accepted hypothesis that all products are subject to a pattern of demand which after it starts, grows, stabilizes for a period, then tends to decline and finally disappear. Whilst demand curves differ in rates of change, shape and time span, the life cycle contention is that all products have both a beginning and an end. It indicates the need for new product development, the order of time scale determines the intensity with which such development takes place.

Life Style Life Style is a way of living, in the broadest sense, of a society or segment of that society. Includes both work and leisure, eating, drinking, dress, patterns of behavior and allocation of income. Life-Style Segmentation It forms the basis of life-style advertising. Lifestyle is a mode of living, and helps up to understand those who are in the market in terms of their behaviors. The products which are often sold by this approach are cars, womens clothing, cigarettes, alcoholic beverages, cosmetics and furnitures. An automobile marketer can make a small-family car emphasizing safety, compactness, and economy and a car-freak for sportminded individuals who love maneuverability. To use this segmentation, data are first collected for developing a profile of the consumer. One such approach is make use of data concerned with three major characteristicsactivities, interest and opinions (called AIO inventories) It is a addition to demographic characteristics. Lineage It is the method of charging for classified advertising by the line. Line Block It is a printing block for reproducing lime illustrations. Face of metal is solid, without any halftone or screen. Line Drawing It is a pictorial illustration in solid lines only, without any tones. Line Manager He is a functional head, with powers of command and carrying executing responsibility as compared with staff appointments with merely advisory powers. Liquidation It is the legal procedure bringing the life of a company to an end.

Liquidity It is the extent to which a company has available cash resources to meet its obligations. List Broker List Broker can be a organization or individual supplying on commission mailing lists of specific categories of people representing markets or segments of a market, e.g. teachers, garage owners, and doctors. List Price It is the basic, recommended or retail price published by the supplier, without allowance for any possible discounts. Literal It is the typographical error requiring correction before printing commences. Lithography It is the form of printing process from a flat as opposed to a raised surface. Ink impression is obtained by chemical treatment of surface such that several areas retain whilst others reject it. Live Customers A customers who is active are still trading and likely to continue trading with any particular company. Live programme It means performance and broadcast transmitted simultaneously. Livery Livery is a distinctive dress or appearance of staff, equipment and communications of a specific company.

Local press It means local newspapers, generally covering a borough or rural district. Published once or twice a week. Location It is the real life setting for still or motion photography or for television filming, as opposed to an artificial setting. Logistics It is the term which is borrowed from the military, describing the science and practice of estimating the likely flows and timings of company resources for any particular project or campaign and providing the means to achieve them. It is used in physical distribution management and the control of materials transfer and stock holdings. Logotype It is used to describe a company symbol, badge or name style. London Gazette London Gazette is a weekly bulletin which is published with acknowledged authority in which the appearance of announcements makes them official. Long-Range plan It is the quantitative plan of development for the future, generally at least five years. Loose Inserts It is the advertisements which is distributed separately with a publication, and usually inserted loosely within its pages. Loss Leader It means product offered at cost price or less to incline store traffic. Lost Order Reports

It is the reports explaining why specific or particular orders-usually contracts-have not been obtained or renewed. Low Pressure Selling It means concentration on winning customers confidence and respect for long-term gains rather than gaining one particular order. It is known as soft selling. Lower Case It means printing convention designating small letters, as against capital letters, which are referred to as upper case. Loyalty Factor It means supposition that the more a periodical is read the more likely it is that its readers will pay attention to its contents. Jargons in Advertising

M
Macro Marketing It means overview of societys need in the interplay of marketing actions within a countrys economy. Magazines It can be classified into general interest and special interest magazines. The general interest magazines are generally news magazines like India Today. The Week Sunday, The Illustrated Weekly of India and Lokprabha. Special interest magazines are of several such as film magazines, womens magazines, childrens magazines, computer magazines, business magazines, investment magazines, fashion magazines, general knowledge and current affairs magazines, etc. Such special-interest publications help advertisers to segment their readers and thus to plan their advertising more effectively. Thus, advertising of household items can be inserted in Womens magazines, and toys in childrens magazines. Industrial advertisements are more likely to be noticed if they are in business magazines or in trade journals.

Mail-In It means gift offer to be claimed through the post. Mailing List It is the classified list of names and address suitable for distributing mailing shots. May be purchased or built up over time but requires careful maintenance to keep in an upto-date condition. Mailing Price Mailing Price means letter, leaflet or other article sent through the post on a widespread basis. Mailing Shot It is the single mailing operation. Two mailings to the same list would be referred to as a two shot campaign. Mail Order It is a distribution channel. consumer buy direct by post either in response to an advertisement or from a sales promotional catalogue. Deliveries are made through the mail, by carrier direct from warehouse or factory, or sometimes through a local agent. Make-Good It means repeating advertisement without charge, or refunding fee, due to error in advertisement as published. Make-Up It means arrangement of type and plates in page form for advertising. Management Audit It means systematic assessment of all management functions and techniques of establish the current level of effectiveness, and to lay down standards for future performance.

Management By Exception It is a management technique based upon the comparison of performance with set budgets or targets, which enjoins action only when large enough variations are recorded. Management By Objectives It is the system whereby each management function is required to define the objectives each is set to achieve. Such objectives are designed in interrelate for maximum efficiency, and require an effective feedback system to enable management to be aware of progress and to exercise adequate control. Management Development It is the deliberate formulation of plans to train staff and encourage them to acquire new skills in order to provide an organization with future executives, whilst at the same time giving staff a sense of purpose. Manifest It is a detailed list of a ships cargo. It is sent to Customs officials within six days of clearance outwards. Manual It is a printed document (of any number of pages) usually containing specific instructions, e.g. sales manual, operating or service manual, relative both to products and services as well as company policies, regulations and practices. Manufacturers Agent It is the freelance sales agent employed by one or more manufacturers, usually on a commission on sales basis, because of established connections in a particular market. Manuscript It is the final draft of a written document as submitted to a publisher for typesetting and subsequent reproduction. Abbreviation MS. Margin

Margin normally the mark up given to the cost price of a product by a distributor to cover his own costs and include some level of profit. Is sometimes referred to as the difference between the arbitrary cost of a product and the actual selling price. Marginal Cost Marginal Cost means difference in costs between producing X units for sale, and X+1 units for sale. Marginal revenue is the increment in revenue when one more unit is sold. In some firms at some times, marginal cost may be negligible and therefore, when an extra unit is sold, a greater than proportional profit is mad. Alternatively, marginal costs may be high, e.g. when maximum output is already achieved. At such times additional sales may have the effect of reducing profit levels. Marginal Costing It is the pricing of additional sales on the basis of of merely the direct cost, leaving overheads to be recovered from existing sales. Marginal Utility It is the amount of increased satisfaction gained from one additional purchase. In some cases, the one additional purchase may outweigh the satisfaction gained from numerous previous purchases. For example, buying the final club to complete a set of golf clubs may bring greater satisfaction than all the previous clubs, indeed a higher price may even be considered to ensure having the complete set. Market Acceptance It is the condition in which a product satisfaction a sufficient proportion of the market to continue production and possibly increase it. Market Attrition It is the gradual wearing away of brand loyalty over time especially in the absence of promotional stimulus. Market Coverage It is the measurement of extent to which advertising media reach target audiences. The same calculations may be applied to estimate: (1) the extent to which sales forces cater for all prospective customers; and (2) sales outlets are supplying for all variable custom.

Market Intelligence It means information, and the network for securing it, as related to a companys markets. Market Leader Market Leader means brand or product securing the greatest proportion of total sales within its field. It refers to the company marketing the brand or product concerned. Market Overt It refers to an accepted convention whereby sellers of goods which are exposed in bulk, and part of normal stock in trade, may pass a good title for goods, irrespective of the title of the seller. Market Penetration It measures the extent to which market potential has been realized by companies supplying a market. Market Place It means figurative, which is applicable to any or all places where trading takes place. Market potential It is the estimated size of total present or future market. Alternatively, the maximum share of a market which can be reasonably achieved during a defined period. Market Price Market Price means ruling for a commodity in the market place. Stated by economists as the value which a purchaser places upon a product or service to satisfy his need. It is related to the law of marginal Utility. Market Profile It is the facts about members of a specific market group sufficient to identify such members.

Market Reach It means total number of prospects it is possible to reach through a given campaign. Market Research It is the procedure of making investigations into the characteristics of given markets e.g. location, size, growth potential and observed attitudes. Market Sales Potential It means calculation fo cumulative sales value potential of a pre-determined market, taking into account different purchasing scales of preference. Market Segmentation It is the theory and practice of dividing a market into definable groups, usually to improve marketing performance. It is frequently different segments of a market have individual behaviour patterns and require a different approach for success to be achieved. Market Share It means percentage measure of the share obtained by an individual company from the total market available. Generally calculated upon a national basis but some international measures are in use. Marketing It is the procedure that facilitates the exchange of goods and services between producers and users to the satisfaction of all parties. The word process is used to emphasize the point that the marketing activity does not stop even after a sale has been made. In fact, post-sales activity is a vital part of marketing. Second, the word user is used in place of the consumer. A food processing industry uses steel for the canning purpose. It is the user of steel but do not consume them. They are simply involved in the re-sale business. They, in fact, use commodities and products for re-selling to retailers and actual consumers. Marketing Audit It is extensive rigorous study of efficiency of all marketing activities within a firm extending to evaluation of each and every functional objective and their effective coordination.

Marketing Chain It means composed of essential links between all marketing activities. Marketing Communication It means modern marketing is the management of the four Ps product, price, promotion and place or distribution channel. In a sense the entire marketing process has a large content of communication. For instance, the product communicates a distinctive image such as youthfulness, glamour or prestige. The brand name communicates physical and psychological attributes of the product, e.g. Dreamflower talc. The package communicates to the consumer what the manufacturer thinks of his convenience and sense of beauty. The price communicates the quality of the product. There are communications between buyers and sellers, i.e. the distribution channel. Thus each element of the m marketing mix either helps or hinders communication and ultimately the sales effort. Marketing communication is thus a broader term than promotional strategy. However, the most important element of marketing communication is the planned promotional communication. The marketing communication mix (also called promotion mix) consists of four major tools:

Advertising: Any Paid form of non-personal communication of ideas, products and services by an identified sponsor. Sales promotion: Short-term direct inducements to encourage sales of products and services. Publicity : Non-personal stimulation of demand for a product/service or business organisation as a whole by putting commercially significant news in media to create a favourable image. It is not paid for by the sponsor. Personal Selling: For making sales, a salesman interacts orally with the buyer or buyers in the form of a sales presentation. Public Relations: Marketers engage in public relations to develop a favourable image of their organizations in the eyes of public public at large, customers, suppliers government, media, competitors, shareholders, employees and the society. Marketing communications Channel

It is the means by which firms are able to communicate with their customers. Marketing Concept According to this philosophy the application of marketing thought to the operation of a business in all its various activities. Marketing Functions 1. An all-embracing term covering every contributory factor in the marketing process. 2.Considered to be the responsibility of marketing management. Marketing Information Marketing Information means data and news relevant to a marketing operation. Marketing Mix It is the planned mixture of the elements of marketing in a marketing plan. It's aim is to combine them in such a way as to achieve the greatest effect at minimum cost. Marketing Orientation It is used to describe concerns, which seek to identify and quantify customer requirements and to plan output and profitability accordingly. Marketing Research It means any research activity which provides information relating to marketing operations. Whilst the term embraces conventional market research, motivation studies, advertisement attention value, packaging effectiveness, logistics, and media research are also included, as well as analysis of internal and external statistics of relevance. Marketing Services This term is used to cover all marketing activities in a company other than the sales function, e.g. marketing research, advertising and public relations. Marketing Strategy

It is a written plan, generally comprehensive, describing all activities involved in achieving a particular market objective and their relationship to one another in both time and magnitude. Will include short-and long term sales forecasts, production and profit targets, pricing policy, promotional and selling strategy, staffing requirements, as well as the selected marketing mix and expense budgets. Marketing Tools It is the activities, processes and techniques used for implementing marketing strategies or tactics. Marketing Upweight Discounts It is the price concessions given to advertisers who are prepared to spend a more than proportional amount in any one or more television areas. It is also called as Booster packages. Markov Chain It is the mathematical term describing a series of events in which each event is dependent upon the outcome of the previous event for its own particular result. Mark-UP It means amount added to purchase price to provide a selling price. Married Print It is the visual and sound track made separately are married by printing the two films onto one track. Mask It is a frame, usually rectangular, used to cover those parts of an illustration which are not required to be reproduced, e.g. cropping of a photograph for this purpose. Mass Advertising Mass Advertising means using the mass media to reach markets.

Mass Communications It means delivery of message to target audience utilizing mass media such as national press and television. Mass Media It means principally of sampling points maintained by a number of research establishments and used as a basis for final selection of samples. This practice eliminates the expensive selection processes which would otherwise be required each time a survey or research study is commissioned. Masthead It is the main heading or title at the top of a newspaper or magazine. Matched Sample It describes a technique wherein two or more samples with matching characteristics are used to provide realistic comparisons on different test subjects. Matrix 1. It is a paper or plastic mould from which duplicate printing blocks are produced. 2. It is a horizontal and vertical lines or columns used for establishing relationship between sets of data. Matter It is the type or copy in print or gathered together for printing purposes. Maximum Brand Exposure It means full communication activity, with extensive product distribution and retail promotion. Mean Audit Date It means date at which the average shop in a retail audit sample was visited for the purpose of a particular report.

Measure Measure in printing, length of line to which type is set. Mechanical Sales Talk It means continual use of trite expression or clinches; often contained within the company sales or technical literature. Hence, sometimes described as canned talk or presentation. Market Targeting It means market segmentation gives an outline of marketing opportunities available to the organisation. The evaluation of these segments and the selection of the segments to be served is a marketers decision. The evaluation is terms of the long run profit potential of each segment to decide ultimately which segments to select and how many at a time. In undifferentiated marketing, segments are ignored, and the whole market is tapped with a marketing programme and a product that appeals to the widest number of buyers. It relies on mass distribution and mass advertising. Here, the product image is invested with superiority. This approach is cost-effective. The competition later is after the largest segments, neglecting the smaller ones. It is called the majority fallacy. In differentiated marketing, the organization chooses to operate in several segments of the market. It then prepares a separate marketing programme for each segment. This approach generates more total sales than the undifferentiated marketing. However, even the cost of doing business goes up. Sometimes, organisation find they have oversegmented, and have too many brands. They then tend to make the brands broad-based, e.g., Johnson tries to target its baby shampoo and baby oil even for adults. Some toothpastes serve two benefit segments, e.g., Colgate for fresh breath and prevention of dental caries. Concentrated marketing is marketing for a large share of one or few sub-markets due to resource constraints, e.g. Maruti has concentrated on the small-car market. Himalaya has concentrated on the economics and business texts market. The organisation builds up reputation in a specialised segment, and reaps the benefits of scale. This type of marketing is not without risks. The segment can change, or the competition may enter the same segment. Market Trend Market Trend means direction of developments in a market. Market Value

It means price at which the market values product at any given point in time. Market Weight It is used for weighting advertising expenditure; means of varying expenditure according to the pattern of consumption by different market groups. Media Analyst Media Analyst is a advertising agency worker (usually) employed to maintain and collate media statistics. Media and Vehicles The media are the instruments or conveyances used to carry ad messages. Thus, we have the print media such as newspapers and magazines, the broadcast media such as video and cable and the cinema. These three kinds of media are sometimes termed the mass media or technological media. Then there are the outdoor media such as hoardings, posters and banners, and transit media such as trains, buses, and other forms of public transport. Vehicles, however, are particular conveyances within an advertising medium. Thus, within the print media a newspaper like The Times of India is an advertising vehicle. The Indian Express is another vehicle. Among magazines, stardust is an advertising vehicle, so are Femina and Business World. Vehicles in the advertising world are, therefore, individual publications, which provide space to carry advertisements. In the broadcast media, advertising vehicles are individual, radio or television programmes. In the non-broadcast media, the visual material on video cassette or in the theatre is the vehicle. Media Audience The definition is depend on our perspective of the role of communication in society. If, for instance, we look upon communication as a commodity or a merchandise, and media as tools for selling that commodity, a media audience for us would be no better than a potential market for products and services. On the other hand, if we consider communication to be social good and a public service, a media audience would be a participative and dialogic community, and the media as serving the educational, informational and cultural needs of the community. Further, if communication to us is a tool for persuasion and propaganda to promote certain political, religions or moral views, then a media audience is the masses that need to be indoctrinated. A media audience is unlike say an audience for a political meeting, a theatrical performance, a street performance, a mela or a lecture. Sciologists like to define an audience as a conventionalized crowd, but a collectivity, an aggregate of persons who are readers, listeners, and viewers of different media or their various components.

Media Broker It is an independent agency, usually dealing exclusively with buying space or time in the media on behalf of a client. May or may not include media planning or other support services. Media Budget It means amount of advertising appropriation allocated to media advertising, classified by medium, vehicle and time periods. Media Buyer He is a executive in an advertising agency, responsible for timely and economical purchasing of media time and space (readership or audience) to discharge the requirements of a clients media schedule. Media Commission It is the commission which is allowed by publishers and television contractors to recognized advertising agencies in consideration of the space or time they book on behalf of their clients. Media Data form It is the established format for presenting data regarding a publication so as to facilitate comparison, particularly of circulation and rates. It is also available for exibitions. Media Evaluation It means consideration of alternative media prior to selection, to determine the significance of both qualitative and quantitative factors to advertising objectives. Media Mix Media Mix means explanation of amount of advertising appropriation allocated to each medium within the media budget Media Owners

It means publishers and contractors supplying media, including press, cinema, TV and radio broadcasting, and posters available for carrying advertising. More broadly, those offering any channel of communication which can be used for advertising purposes. Media Planner Media Planner is an executive in an advertising agency responsible for formulating plans involving all types of media in such a way as a enable a client to reach out to his potential market(s) with maximum efficiency an minimum expense. Media Planning It's a general term, taking within its compass all decisions regarding the time and place of advertising, in addition to the selection of the media. A media plan thus outlines how advertising time and space in various media will be used to achieve the marketing objectives of the company through advertising. Media planning thus involves not only media selection but also drawing of advertising schedule (the frequency, for instance, with which the ad or campaign will appear in the various media). Single insertions in a single medium is rate for consumer products. Media Research It is concerned with collection of data on the reach and exposure of each media in general, and of vehicles within each media in particular. Such data provide quantitative and qualitative information on the basis of which objective decisions regarding media and vehicle selection can be made. Some of the areas that Media Research studies include: Investigation of a single medium or a single vehicle for advertising effectiveness. Comparison of several media, or of several vehicles of a single medium. Studies in "media mix and vehicle mix. Basic research and methodological studies. Image studies of media and vehicles. Reviews and discussions of advertising strategy and research methods. Media Schedule

Media Schedule means chart drawn up by advertiser, usually with the aid of an advertising agency, setting out, the media to be used in a compaign indicating the weight, timing and cost of each item. Media Selection It refers to the selection of a specific vehicle or a combination of vehicles, or more broadly the selection of a specific medium or a combination of media (the media mix). Thus the Times of India group of newspapers may be selected for the launch, of a new filter cigarette for upper-middle class women, or a new detergent may be introduced into the market by ad films in the cinema and on television, with the press and outdoor media being selected as reminder media. Media Selection Models It means some ad agencies and market research organizations have developed media selection models for arriving at the ideal media or vehicles for the advertising at minimal costs. One agency in Bombay is offering a computer software package for such media selection models. Media models are representations in mathematical terms of inter-relation of media inputs to goals. Two types of models that have been developed are: 1. Models based on optimizing methods such as a linear programming. Optimizing is the process of allocating resources in a way that gives maximum reach with maximum effective-ness. Linear programming is a mathematical technique for expressing in a linear equation the relationship between the variable resources. 2. Model based on simulation, which describes how a target audience is influenced by an ad campaign, and therefore, how an advertising budget must be allocated among various media or various vehicles of a medium. Message Source It means the overall impact of the advertising message depends upon how the target audience perceives the sender. Messages originating from credible sources are more persuasive. When doctors recommend a pharmaceutical product, the credibility of the message is very high. Ex-drug addicts may warn the youngsters about the ill effects of drug addiction. Ex-drug audicts have high credibility as they have already gone through the ordeal. Companies use celebrities to endorse the products. What factors are behind the credibility of the source? Three very commonly identified factors are expertise, trustworthiness and likeability. Expertise means specialised knowledge which the communicator possesses to endorse the product. The type of expert used depends upon the nature of the product. Trustworthiness is related to how objective and honest the

source is thought to be. Friends are better trusted than strangers. Likeability describes the sources attractiveness to the audience. Beauty, candour, humour, grace, spontaneity make a source more likeable. The most credible source scores high on all these three dimensions. The following points are to be kept in mind while communicating with an audience: 1. Instead of building a wall around the product, the message should create a bridge to the target 2. Arouse the audience, and give it a reason for listening to you. 3. Make use of questions to involve the audience. 4. Use familiar words and build up points of interest. 5. Use specific and concrete words. 6. Repeat key points. 7. Convince the audience by sticking to facts. 8. Empathise with your audience. 9. Use rhyme and rhythm, for instance when waterburys compound is advertised they say when 11. Ask the audience to draw conclusions. 12. Let them know the implications of these conclusions. Media Strategy It is a part of the marketing strategy; hence the media plan is part of the overall market plan, and media selection is the final stage in the process of the promotion of a product through advertising. As we have often remarked, advertising is only one element in the marketing mix; the primary objective is marketing the product, and advertising is just the means of creating a need for the product. Media Terms: Reach and Frequency It means the terms reach and frequency are key terms in understanding the extent of impact and influence of the media, and the implication of advertising as well. Both terms are used widely in advertising and marketing and measure potential media effects on consumers. Reach relates to the total number of people exposed to the media or media vehicle at least once during a specific period. "Frequency" relates to the number of times a specific/target audience or readership is exposed to the media vehicle during vitality is low, Waterburys brings back the glow. 10. Make use of Zeigarnnik effect, i.e., leave the message incomplete, where the audience is provoked to complete and close it by pondering over it. audience by being presuasive.

a given period. Media planners are interested in measuring exposure, but they rarely go beyong looking superficially at viewers, listeners and readers (often termed receivers or consumers). In the attempt to measure TV exposure, for instance, media planners to not to worry too much about the distinction between reach and access, or between primary viewers, secondary viewers and tertiary viewers. Secondary and tertiary viewers are causal viewers who busy themselves with other activities while the TV set is on. Further, in their attempts to measure readership of newspapers and magazines, media planners stop at asking consumers Have you seen this paper or this magazine? No wonder, exposure figures arrived at by media planners for TV and the press are rather inflated, and hence lacking in credibility. Reach and frequency are weighed against costs for different media and different vehicles. The CMP (cost per million readers) for newspaper is measured according to this formula: Line rate for column rate X 1, 00, 0000 ------------------------------------------------ = CPM Circulation (or total readership) The CPT (cost per thousand) for reader of a magazine measured according to this formula: Page rate X 1, 000 CPT = -----------------------------------------Circulation (or total readership) The TRP strategy developed by IMRB is used to measure audiences for television. Media Strategy It means the amount of advertising appropriation defined by its purposes and allocated to the factors of impact, coverage, frequency and duration. Media-Weight

It is used for weighting advertising expenditure; means of varying expenditure or actual decision criteria according to the value of particular media characteristics, especially the qualitative factors. It reflects the effectiveness with which an advertisement will work in a particular medium or publication. Medium It is the channel of communication, e.g. press organ, television station, exhibition or direct mail. Plural form is media, often used to refer specifically to periodical publications. See Advertising medium. Memory Lapse It is a natural phenomenon, which happening regularly causes a significant amount of lost sales; hence much advertising expenditure on established brands is devoted to reminder advertising. Merchandising Merchandising means all activity directed towards selling goods once they have reached the point-of-sale, e.g. packaging, display, and pricing, special offers. May be carried out by suppliers salesmen, store staff or jointly operated. Merchantable Quality It is a implied condition that a reasonable person would, after examination, accept goods as satisfactory to complete a contract for their purchase or sale. Merger It means amalgamation of two or more organizations with the object of growth, Possibly to improve spending efficiency or to improve market performance but also to absorb competition. Mergers may be referred in UK to the Monopolies commission for approval and are now increasingly affected by EEC regulations concerned with practices in restraint of trade. Merit Rating It is the practice of ranking salesman or other employees for payment or advancement according to their observed ability or achievement.

Message Format Format means the organization, plan, style or type of ad message. The message format is the scheme by which the message content and structure strategy are implemented. It is characterized by the type of media vehicle in which the message is delivered. In a print, ad, the message format elements are headline, body copy, illustration and colour, whereas, in radio advertising, the format elements are words, voice qualities (speech rate, rhythm, pitch, articulation) and vocalization (pauses, sighs, yawns). The message format is important because of good message strategy may not click if it is put in a poor format. The message format for a print ad includes such things as the position of the headline, the position of the picture or illustration, the colour scheme, the size of the letters in the headline and the body of the message. Mock Magazine Test Mock Magazine Test is an alternative version of the portfolio test. It does not use a portfolio, but uses a real magazine. It introduces test ads in a magazine to an experimental group to read. The control group is also exposed to the same magazine, but is without test ads. Later a recall test is conducted to assess the effectiveness of test ads. Meta Marketing It is the process or method of studying marketing and its relationship to every aspect of human life, so establishing a body of knowledge, based on experience of and with every facet of human personalities and styles. Usually ascribed to Philip Kotler (USA). Methodology It is related to the basis of a research design application and analysis. Commonly used as a synonym for method, but more properly should apply to a set of methods. Micro Marketing Micro Marketing means meeting the needs of the individual firms in terms of its objectives and its actions to achieve them. Migration 1. It means switching from one television channel to another; may occur as a reaction to television 2. Switching attention from a feature or news item in the press to an advertisement. Mileage commercials.

It is the measure of reaction gained from a media communication. Milline Rate It is the unit for comparing newspaper advertising rates in relation to circulation. Minimil It means lowest milline rate of an average of the lowest milline rates. MIS It stands for Marketing information service. Misrepresentation Misrepresentation means inducing another party to engage in a contract upon the basis of false or inadequate information. Missionary Salesman It means salesman calling, for example, upon a doctor, who is not a purchasing agent, so as to promote goodwill in an effort to stimulate sales through prescriptions to a third party, the patient, who is supplied by a chemist. Mixed Media It means using more than one medium is any advertising campaign. Most often used where more than one advertising objective has been set for the campaign. Mobility Mobility means freedom with which labour, or other resources, move to other uses in an economy. Mock-Up It means facsimile of package or product for use in photography for television or other visual display form.

Model 1. It is the mathematical representation of real life situation. 2. Person used to illustrate an advertisement. 3. Reproduction on a small scale. Modification Modification in product development, means to change a product or its presentation in order to effect improvement in performance, characteristics, acceptability, Manufacturing procedure, or profitability. Monadic It is the single product test which is used as a test of acceptance or validity as an alternative to a comparative assessment. Monitor It means to check performance at regular intervals in relation to pre-established norms. Montage 1. It means showing of rapid succession of scenes in television filming. 2.Bringing together into one illustration a number of different artistic materials. Mood Advertising It means advertising which is deliberately aimed at putting potential customers into a frame of mind conducive to acceptance of the product. Morale it means attitude of mind induced by surrounding conditions and considerations. Physchological state which may react, positively or negatively, to management efforts to improve.

Motivation It is the psychological stimulus behind the acts or courses of action adopted by individual or group of individuals. Applicable in marketing both to individual and organizational activities as well as to consumer and user behavior. Motivational Research It is the study of psychological reason underlying human behaviour particularly in relation to buying situations. Multi-Client Survey According to this survey marketing research study financed by a collection of interested organizations. Multinational It is usually applicable to companies conducting major business in a number of countries by means of their own local or indigenous manufacturing and/or marketing organizations. Multiple It is the group of shops with similar merchandise and image and controlled by a single firm. Multiple Choice Question It is a system, in research, whereby a respondent is offered the alternative of several possible answers, already formulated, and in which he indicates which comes closest to his point of view. Multiple Correlation It means marketing research tool used to measure the effect of several independent variables on one dependent variable. Multiple Readership

It means more than one reader per issue, usually involving secondary and tertiary readers. In trade and technical press, can amount to double figures for each copy. Multiple Unit Pricing It is a pricing technique, involving a number of identical items in one pack. Significant, since the introduction of multiple unit packaging encourages consumers to buy more than they need immediately. Multiplier 1. It is the keyne's term for the phenomenon of a total increase in national income being several 2. It is a ratio in investment designated to produce a given increase in employment. Multi-Stage Sample It is the sample assembled by combining proportionate numbers of respondents of different characteristics represented in a universe. Selection is random within each category. Satisfactorily combines the benefits of both quota and random sampling. Multivariate Analysis It is the technique which is used for assessing the extent to which variables cause a number of differences in subsequent behavior patterns. Must It is a editorial item which it is considered essential should appear. Jargons in Advertising times greater than an initial injection of investment in a community.

National Account It is the customer of major national importance, often with several locations throughout a country. May or may not operate a central purchasing operation. Sometimes handled on a national basis by one executive or manager. National Campaign It is the marketing operation covering the entire country. National Institute of Advertising (NIA), Bhikaji Cama Place, New Delhi 110 066. It is set up by industry professionals to bring about a radical change in the way advertising is taught and set forth a new generation of advertising industrys manpower ready for the challenge ahead. It offers one year professional Diploma in Advertising Management and short-term course in the field of Direct Marketing and Sales Promotion, Media Buying and Management, Corporate Presentation Techniques etc, for working people. The Delhi-based agency Vignette has set up this institute. Its first director is Ms. Narmrata Suri. NIA courses costs Rs. 4100. The institute is completely on-line. It is connected to the University of Texas US through Internet. It will also organize Saturday Specials where an agency will discuss a product launch with the students. National Press It is the newspapers, daily or sunday, distributed throughout the country but not necessarily enjoying a mass circulation. National Readership Surveys (NRS) This survey is conducted every few years by the Indian Market Research Bureau (IMRB), the research unit of the multinational ad agency, Hidustan Thompson Associates, on behalf of a syndicated body comprising advertisers, advertising agencies, the national press but and also All India Radio and Doordarshan. It investigates the readership of about 80 major Indian publications-dailies, weeklies, bi-weeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of the country. The towns, selected, however are publication centres of dailies. By process of systematic sampling, over 55,000 households in these towns are surveyed, the number of households in each town proportionate to it population. All men and womenfolk above the age 15 are questioned for about half an hour on the basis of a structured questionnaire.

It claimed to be the most thorough readership survey in the country. It provides exhaustive data (available to its clients on computer disks) readership, radio listenership profile-the socio economic characteristics of the readers of various publications, of cinema and TV viewers, and of listeners to radio, as well as the degree of duplication among publications and between media. Natural Break It means requirement in broadcast media that commercial breaks occur only between normal gaps in the continuity of programmes. Almost impossible to achieve in a network involving many different programmes being broadcast simultaneously to different geographical regions, and so operates in principle rather than being applied rigidly. Need It means object, service or resource which is necessary for a persons survival, well-being or comfort. Not to be confused with Want, which see elsewhere. E.g. a person may need a surgical operation but can hardly be said to want it. Equally, one may want an extra helping of a delicious meal, yet not need it. Negotiations It is a seeking agreement on mutually acceptable terms prior to concluding a trading agreement. Netapps Method It is framed from the term net-ad-produced purchases. It is developed by Daniel starch and Staff Company, requires the measurement of both readers and non-readers who purchased and who did not purchase the brand under investigation. Net Audience It means number of unduplicated homes, readers or viewers, etc. It is also called as net readership. Net Cover It is the percentage of the target audience receiving at least one exposure to a commercial or advertisement. See to Gross cover, Coverage, Four Plus, Effective cover, Cumulative cover.

Net Paid Circulation It is the part of total circulation paid for by readers, i.e. after deduction of free of complimentary copies and of unbought copies published. Net Price It is the final price after all discounts and allowances have been deducted. Net Rate It is the publisher's rates after deduction of agency commission. Net Reach It means number of people who will have least one opportunity to see an advertisement after allowing for duplication of readership between issues and between publication. Netting It means plastic netting extruded as a continuous cylinder and chopped into single units which are used to hold units of merchandise and to enhance their display. Frequently used for fruit or vegetable display in self-service stores. Network Network means television or radio stations linked together for transmitting identical programmes simultaneously. It also refers to the facility by which programme may be retransmitted by other TV regions, and thus similar to syndicated press features. Network Analysis It means breaking down a complex project into component requirements and recording these in a diagrammatic form which incorporates a critical time scale, so that planning and control can be effected in the most expedient manner. New

It is applicable to indicate a novel market opportunity. Newness may vary from very slight to very large, the risk factors increasing with the actual amount of innovation, so that many new products fail to achieve market acceptance. News Release It means ad advertisement position immediately adjacent to editorial. Niche Marketing It means the brands today are positioned for a vacant slot called a niche in the minds of the consumers. It is important to find a niche first, Helene and Curtis, a Chicaco-based cosmetic company introduced Vibrance a shampoo full of life into an identified niche, working womens need to impress by their hair shine and radiance. The brand must be fitted into a niche and then supported with a big ad budget to insure success. In highly competitive markets, niche marketing does become necessary. Nielsen Index It is the retail audit of brands within pre-determined groups, classified by geographical area within regular time periods. Standard format is available to subscribers in large and steadily increasing number of countries. Nominal Price Nominal Price means face value of an item, often used to indicate a minor charge being made for something of greater economic value. Non-Broadcast Media It refers to estimates of the number of video-cassette recorders (VCRs) and Video-cassette Players (PCPs) in India are hard to come by since most sets are imported or smuggled into the country, and any enquiries about video-ownership are suspect. But video advertising agencies maintain that there are over two million sets and that the average figure for each film is 2.4 million viewers. Video advertising was first restricted to exported cassettes, but since 1982 various agencies such as Prime time, HiResponse, Multichannel, Video Publicity, T-Series, Garwares and the national Film Development Corporation (NFDC), a public sector undertaking, having entered the video advertising market in a big way. Some of the agencies estimate that there are at least 50,000 video-hiring outlets in the country, comprising video libraries, video parlours and others.

However, it is Cable TV that provides the widest exposure to recorded video-cassettes. It is the latest development in entertainment media in the large cities. Housing colonies and flats in skyscrapers are wired up to central control rooms from where video-players transmit Indian and foreign films and programmes. Advertisers have lost no time in exploiting the new medium, which reaches thousand of households, much to the annoyance of viewers. Almost every video-cassette distributed today carries advertising messages which are interspersed throughout the films and programmes; indeed, animated versions of ads run through almost every inch of videotape. The viewer is forced to put up with such rank opportunism on the part of advertisers. Viewers recently resort to zapping, and cable operators too indulge in zapping, but they are helpless when there are numerous briefs commercial breaks and ads are superimposed on the screen. Such blatant exploitation of the video and cable media is not tolerated anywhere in the world. One can see no advantage at all for advertisers in thus alienating viewers. But do advertising agencies really care? Video and cable turned into the most commercialized media in India. The kind of products most exposed on these media are those that are not permitted on televisionproducts such as underwear, condoms, cigarettes, alcohol. Adult films on video-cassette are interspersed with these products, and childrens films advertise American toys, Barbie dolls and nappies. Non-Price Competition It means concentration of competitive activity into sectors other than price, such as incentive marketing, packaging and image advertising. Non-Traditional Media It refers to the Nautanki of the North, and so the Tamasha of Maharashtra can be used as media for rural publicity. Magic shows have been used to promote the banking habit. Tea-stalls have been used as meeting points for the bankers and customers. Noting It is the term which is used in advertisement research. Indicates that a readers attention was drawn to an advertisement when first looking through the newspaper or magazine in which it appeared, though not necessarily that he read, fully understood or acted upon this stimulus. Noting Score It means the average number of readers found to have noted a particular advertisement or editorial item expressed as a percentage of total readerships. National Readership Survey(NRS)

It is the survey which is conducted under the auspices of JICNARS, to determine the readership of major national newspapers and consumer magazine in UK. Numerical Concentration It means selection of the most economic or effective media based on readership figures, which closely match those of the chosen target audience, after duplication and wasted readership have been eliminated.

O
Objection, Overcoming It is anticipating likely forms of sales resistance, reacting to an objection and providing real or, at least, plausible answers. These objections are sometimes, if not frequently, contrived to provide a camouflage for the real reasons which the prospect may not care to disclose to a stranger. Hence the importance of a salesmans technique in identifying and dealing with the real situation. Objective Budgeting It is an allocating expenditure according to established objectives, rather than arbitrarily by historical precedence. Objective Selling It means selling against predetermined aims, e.g. to obtain in interview or a demonstration, where an immediate sale is not always possible. Observation It is the research technique, in which data is collected by researchers witnessing or recording the actual events which take place. Obsolescence

Obsolescence means indicative of a significant relative decline in a products usefulness or competitiveness in the market. This occurs when alternative products become available which have a better performance or lower price. The final stage before a product finally becomes obsolete. The phrase planned obsolescence refers to the adoption of a policy of relatively frequent design changes to induce users to renew their equipment more often than would otherwise be the case, e.g. motor cars. Obsolescent Product It means the product which are no longer representing current production. Off-Card Rate It is the special negotiated price for media advertising, i.e. other than that published in the official card. Off-Peak Time It means all airtime segments (television and radio) other than those occurring at peak time. Generally offered at significantly lower rates. Offer It is the first legal step in the making of a contract for the sale (or acquisition) of goods. Offset-Litho It is merely that portion of the process by which the image on a litho plate is transferred to a rubber sheet which then prints onto paper, thus avoiding a mirror or reversed reproduction. Oligopoly It is a influence exercised over a market supply by only a small number of independent companies, not necessarily acting in collusion. Omnibus It is the continuous survey which is used to cover a number of topics at the same time. Companies offering this facility invite sponsors to commission a limited number of questions, which would not alone justify setting up a separate research study.

On-Pack It means gift or other offer or information printed on the outside surface(s) of packaged goods, particularly relating to premiums or competition entries. On-Pack Price Reductions Price cut, such as 3p off printed on the pack as a temporary promotional device aimed at securing trail purchases and increasing market penetration. On The Air It indicates that broadcasting is taking place. One-Stop Shopping It is a facility to provide shoppers with a wide range of goods from one, often covered, shopping centre, usually with parking facilities. Frequently in UK a municipal enterprise as opposed to Hypermarkets and supermarkets operated by private firms. Open-Ended Question It is the formulation of question in field research which allows respondents to provide a reply in their own terms, i.e. uninfluenced by guidance within the questionnaire or upon the part of the interviewer. Open Pricing It is the general circulation of pricing practices with a view to achieving conformity of prices within an industry. Operating Budget It is the amount of money set aside to achieve a specific objective or to finance a functional departments activities. Operational Research

It is the application of mathematical processes to operational problems, having the effect of increasing the proportional of factual data, especially its use in helping to resolve questions which are essentially subjective in its absence. Opinion-Formers It is the categories of people whose attitudes and/or actions are held to be likely to affect those of others. Opinion Research It is gathers together from a statistical sample of the population, views that are taken to represent those of the entire population. Opportunity Cost It is value of an opportunity to use committed funds in an alternative way. Opportunity To See (OTS) It means average number of exposures experienced by the audience covered by a particular medium. Optimum It is a theoretical concept for expressing the most cost-effective course of action or level of activity. The many functions in a modern business may well consider their optimum performance to be located at different and contradictory points, thus giving rise to the idea of suboptimization and trade-off, i.e. accepting something less than the achievement of individual optima to arrive at the best overall result. Oracle It means IBA variant of Ceefax. Order Order means instruction to supply goods or services.

Order/Call Ratio The relationship between the number of orders obtained and the number of call made to get them over a particular period of operation. Establishes a useful comparative tool for sales efficiency supervision. Organisation and Methods It means examination of the structure of an organisation, its management and control, its procedures, and methods and their comparative efficiency in achieving organizational objectives. Organizational Purchasing It is related to any purchase by an organization as opposed to an individual. Often referred to as industrial purchasing but this can be misleading, since it implies machinery or capital plant, whereas the purchasing procedure by an organisation can be the same for an electric generator as for a quantity of lemons, for instance with a hotel. Outdoor Advertising It is mainly poster and transport advertising, but including illuminated signs and outdoor displays. Outer Pack It is a container which holds a number of units and whose function usually is one of production during distribution. It may also be used to carry an advertising message. Outlet It is a selling or trading unit. Outside Broadcast It refers to television programme transmitted from a particular location and not from the studio. Over-Priced It means more than most customers would be prepared to pay.

Overhead Cost in a business enterprise not directly attributable to specific brands or products. Normally, overheads are recovered by charging a specific amount, often percentage form, to each unit of sale. In many organizations, an amount for overheads is included in each functional budget. Overlap It refers to those areas of the country which are covered by two or more ITV transmitters, e.g. South London where both London and Southern programmes can be received. Overlay It is the transparent or translucent sheet of paper laid over one piece of artwork carrying further artwork which is to be reproduced in a different colour; or for protection; or to facilitate instructions on how it should be used or modified for production. Overmatter It means excess of type in printing, in relation to the space available. Overprint It means superimpose one negative over another to produce one combined print. Overselling 1. It means persuading distributor or customer to order more goods than they can reasonably handle or consume. 2. Overstating the case for buying a product or service. Overset It is a printing term which is used when more text is set than is required to fill space available. Over Trading

It means transacting more business than working capital will allow to be serviced and thereby producing serious strains upon cash flow, due to the lag in payment by customers subsequent to the placing of orders. Own Label It means branding of products by the outlet itself rather than the manufacturer or distributor. It is used widely by chain stores and supermarkets for goods usually sold at lower prices than nationally advertised branded alternatives in an effort to maintain customer loyalty.

P
Pack (Package, Packet) It means the product of a complete series of packaging operations or a unit consisting of a number of such products. Package Deal It means the combination of a number of units or range of services into one saleable unit. Packaging There are the questions that are most commonly asked, that is, Is packaging a component of advertising? Or is it really a component of a product? . The answer to both the questions is "Yes." We already know that packaging is an integral component of a product; but the package also plays an important role in its salability. It, therefore, becomes partly a component of promotional advertising. Packaging is no longer a mere outer covering for the protection of the product; it is very such a contributing factor to its increasing marketability. Ads after ads feature a beautiful package; and the product image in the minds of consumers is, to a good extent, due to attractive packaging. In the case of the similar products, the brand difference is idea of the quality of the product, it has a value which is distinct from the value of the product. Attractive packaging is an effective point of purchase (pop), and stimulates gift sales.

Packaging and Sales Promotion In Sales Promotion the product package play a vital role. Some of SP techniques used are: 1. Money-off Pack: A message of a reduced price is flashed is distinctive colour on the package. 2. Coupon Pack: Coupon can be made an integral part of the package or can be placed inside it separately. For instance, Johnson and Johnson puts coupons for redemption in its sanitary napkins packages. 3. Pack-in Premium: A premium or gift is placed in the package, e.g., charms are placed inside Cibaca Fluoride paste. 4. Premium Package: It is a specially designed package having reuse facility or a prestige storage value, e.g., instant coffee package doubling as tumblers, tea packages later serving as jars, alcoholic beverages later used as display items. 5. Self-Liquidator: The buyer preserves either packages or their parts as evidence of buying the product. In return, he is given a reduced price at the time of repeat purchase or is rewarded with a different product. 6. Other Applications of packaging as a Marketing Tool: Shelf-life of a food product is an important consideration. Shelf-life can be increased by using special packaging materials, e.g., tetra-packs. Packaging can be used to avoid direct price comparison with the competing products, e.g., Maggie Ketchup packages 400 gms. Bottle which is not comparable immediately to industrywise norm of 500 gms. Bottles. Dhara edible oil packages are popular since they are pilfer-proof and spare the consumers the adverse effects of adulterated oil. Packing It means the operation of packaging by which articles or commodities are enveloped in wrapping and / or enclosed in containers or otherwise secured. Packing Case It is applicable to a case constructed of soft timber for the protection of goods in transit, a common precaution in the case of heavy goods and export shipments. Page Proofs It is a proofs of a leaflet, brochure, magazine or book, taken at the stage when the pages have been made up and used for final review and correction before printing is commenced.

Page Rate Page Rate means price per page for advertising purposes. Page Traffic It means number of readers of a specific or particular page in a publication expressed as a percentage of the total readership of that publication. Pagination It means numbering of pages in a printed publication. Paired Comparison In a Paired Comparision at a time two ad copies are compared. It is one-to-one comparison amongst test ads. More than six ad copies can also be compared by this method. Every single ad is compared with all others, but only two (a pair) is considered at one period of time. Sources are recorded on cards. They are summed up. The winner gets the highest score. The other ads are rated according to their scores after summation. It is easier technique than order of merits. Till ten copies, there is good accuracy; which later decreases. The number of comparisons one is required to make with the help of the following formula: n (n-1) Number of comparisons = ---------2 Where n is the number of ads to be tested. Suppose 8 ads are being tested, the number of comparisons would be n (n-1) = --------2 8 (8-1) = ---------2 8(7) = -------2

56 = ---2 Pallet It is a platform, generally of timber, upon which units are stacked, e.g. fibreboard cases, for bulk movement and transportation. It is designed to be used in conjection with fork-lift trucks. Pamphlet It is a short, printed but unbound treatise promoting a product, service, organization or idea. Pan/Panning It means abbreviation from panorama; slow movement of camera from left to right, or vice versa, across ka scene, with camera set-up remaining stationary. Panel Research Panel Research means when a researcher interviews the same sample group two or more times or secures data from them on two more occasions, we say we have panel research. Respondents may be individual consumers, retailers, wholesalers (dealers) etc. Panel research enables the researchers to measure small changes in purchases, habits, and other activities over a period of time. This is in contrast to the non-panel type of surveys where entirely different group is measured, each time a study is conducted. It is made up of respondents who regularly and routinely report their buying behaviour. They keep a diary of purchases, advertising exposure, shopping activity, or any other item under research. 1. Consumer Purchase Panel: The consumer purchase panel (continuing) is widely used. A sample of family units keeps a diary and reports on a weekly or monthly basis the product purchases from their immediate use. The data include types, the number of units, prices, brands and sources of buying. Gift or cash prizes are given to members of the panel with a view to motivating them to maintain diaries honestly. The consumer panel (non-continuing) is used to test and evaluate a new product, a new package etc. or to answer question relating to a particular investigation. = 28

2. Dealer Panels: Panel research at the retail level may be conducted by employing the technique of store audit (shop audit). It provides extensive information about retailers. A bimonthly check on inventory or stock in retail stores will give us particulars of the sales volume at retail level. A physical audit of sales records by trained observes will throw light on purchases by retailers, sales to their customers, inventories, prices, and related information by individual brands, packages, size etc. A shop audit of a sample of retailers will yield the measurement of the flow of goods at retail levels. Paper It is the sheet material manufactured mostly from woodpulp and used in printing and packaging in a variety of grades, e.g. Kraft, a very tough paper for bags and sacks; glassine, a specially processed paper which is grease resistent. Paper Board It is also called as cardboard. Comprises a number of layers of wood fibres, sometimes of differing qualities, which are bonded together during their formation on a board machine. Paper Setting It means setting of an advertisement by the printer of a periodical, usually free of charge. Parallel Readership Parallel Readership means reduction of the average claim period for readership research, where a second reading event occurs during original claim period so introducing error into estimated average readership figures leading to understatement of readership. Pass for Press It is the final approval of a publication before printing. Pass-on Readership It means the number of people reading a publication over and above the primary or original readers. Of particular relevance with trade and technical publications, where the total readership can be as high as ten times the subscribed circulation.

Patterned Interview It is a technique of planned selling where interview is conducted by salesmen according to a predetermined plan. Pay-Back Period 1. It is the time taken to repay development costs of a business venture before profit is earned. 2.Period allowed for repayment of a financial loan. Payoff It is the expected return or consideration for providing a service. Peak Time It refers to segment of television airtime, usually the middle part of the evening, where the highest rate is charged and, theoretically, the highest number of people are viewing. It has similar application in radio transmissions. Peak Time Band Peak Time Band means in television advertising, a span of time during which it can be forecast the maximum audience will be viewing potentially applicable to radio commercials. Pedestrians Housewife Poster It means the poster measuring 5 foot high and 3 4"wide consisting of four double crown sheets. Mounted at street level where it will be seen by most shoppers. Often illuminated. Peer Group

It is the class of people who, for one reason or another, are held in high esteem by others, i.e. they regard them as their peers. Thus, rank and file trades unionists may feel inclined to follow their officials advice because they respect their experienced judgement. Some may regard peer groups as a category of opinion formers (see) and the term has obvious connections with the purchasing behaviour that marketing is concerned to influence. Penetration It means extent to which a product or an advertisement has been accepted by, or has registered with the total of possible users, usually expressed as a percentage. Penetration Pricing It is a tests which is known as Recognition/Readership/Viewership tests. They are aided recall tests dating back to 1923, and thus having a history of some 70 years. Daniel Starch detailed them in his book principles of Advertising (Chicago: A.W. Shaw, 1923). Since then they have been conducted in the US by the Daniel Starch Organisation. Here, the respondents are shown the issues of magazines they claim to have read. They are asked to recognize the ads, asked whether they have read them. The results are put into three categories. i. Noted (N0 is a person who remembers having seen the ad in the issue under study; ii. Seen-Associated (A) is person who has not only noted the ad, but also seen or read some part of it. iii. Read-Most (RM) is a person who has read half or more of the written material in the ad. The above categories of readers are expressed in percentage terms. This method is also applicable to broadcast ads where commercials on tape are played. McGown (1979) given the following formula to calculate readers per rupee: Per cent noted * Magazine s primary readers Readers per rupee = ---------------------------------------------------------------Space cost He may associate the ad with the product or advertiser;

The drawback of this method is the phenomenon of false claims on the part of the readers. Percentage of Sales Method It is the means of arriving at a marketing or advertising budget by applying a pre-determined percentage to the total sales turnover of the previous year to the current or future sales target. Perception It means personal interpretation of what one sees, hears, smells, i.e. the reception of sensory stimuli and conscious or unconscious application of them to form an acceptable interpretation of their meaning. Perceptual Mapping for Positioning It is the perceptual space map (PSM) shows the perceived relative positions of products along different dimensions. To do this, the attributes or dimensions of a product are identified by qualitative research like depth interviews. The consumers are then asked to rank each brand along each of the dimensions, identified. Statistical techniques are used to reduce a very large number of dimensions to a few significant dimensions.

Perceptual Meaning Studies (PMS) It is a method which is uses time-exposure to test the ads. Tachistoscope is an instrument that may be used in this test. The respondent see the ad for a pre-determined time, and then are subjected to a recall test-product, brand illustration and the main copy. Periodical It is the publication which appears at regular intervals, e.g. daily, weekly, monthly. Perishables It means goods with a limited sales life, such as fruit and vegetables.

Personal Interview Personal Interview means meeting between two or more people, with a view to discussing a project or propositions or eliciting answers to questions as in market research. Personal Selling It is the process of making oral commercial representations during a buyer/seller interview situation. Colloquially referred to as face-to-face selling. It is sometimes called as buyer/seller interface. Personality 1. It is the term which attempts to aggregate that combination of traits which may indicate what person will do, or how an individual will behave when placed in given or differing situations. 2. Well-known person such as may be used to feature in an advertisement or a campaign. Personality Promotions 1. Use of well-known persons to endorse a product or service. See Testimonial advertising. 2 .Use of readily identifiable, often gaily dressed, persons from whom a prize can be claimed of approached with the use of a promotional phrase or saying. Perspective It is the method for two-dimensional drawing in such a way that an impression of three-dimensions is given, e.g. by drawing covering lines away from the basic outline. Persuasion It is the personal procedure with aim of changing a persons attitude or behaviour with respect to some object. In marketing, the development in a person of a desire to purchase a product or, service, or more properly, to acquire the perceived benefit. Persuasive Communication It means any form of communication which is primarily intended to exercise persuasion, e.g. advertising, editorial publicity, sales presentations, speeches, films and filmstrips, etc.

Photocomposition It is the typesetting by photographic means, in which light as transmitted through a grid bearing the outlines of lettering on to photosensitive material which can then be used for artwork. Photogenic It refers to attractive in photographs. Photogravure It is the printing procedure in which the subject matter is photochemically etched into a polished copper cylinder. It is used widely for large-circulation colour magazines. Picture Caption It is the heading or description of photograph for publication. Pictures in Advertisements 1 It is more effective than words. 2 They support the copy. 3 In visually oriented ads, they serve as the copy with only the headline appearing as the copy. 4 They are demonstrative. 5 They can make us understand technical details. 6 Associations and images are created. 7 They evoke moods. 8 Colour photographs give high fidelity to the products. 9 Background and atmosphere can be shown effectively with their use Essentials of Good

Illustrations i. They should be suggestive. ii. They should be clearly reproduced. iii. They should be eye pleasing. iv. They should be properly set in the total layout. v. They should be relevant. vi. They should be suitable for the product and the media. vii. They should harmonize with the copy. Pie Chart It is the pictorial presentation, showing the parts of a total activity or performance as sectors of a circle. It may also be used to contrast the behaviour to two sets of variables by comparing the angular dimensions and/or area of each piece and changes occurring over time. Piece It means news item of feature. Pilot It is the test survey to check mechanical or operating details before embarking upon a major study. Placement Test Placement Test means, products or packs are delivered to delivered to selected usage points for trial to be followed up by interviews collecting information on performance and attitudes towards them. Placing It is the procedure of selecting, organizing and implementing a choice between marketing alternatives.

Plans Board It is the group of senior executives, usually in an advertising agency, who meet to assess a particular campaign or proposed strategy. Plate Plate means printing block or litho plate. Playback 1. It means reproduction on closed circuit of recorded material. 2. Reproduction of material, either live or recorded, through a loudspeaker to enable actors to synchronize with it. Plinth It means wooden platform which is used as the floor of an exhibition stand. Plug It means promotion of product or company by medium without charge. It is used as a testimonial in conversation. Point 1. Unit of type- 0.0138 inches, 12 points to the pica, approximately 72 points to the inch. 2. Full stop. Point-of-Purchase It is the arguable alternative term to point-of-sale, but may differ in some respects, e.g. in mail order where the point-of-purchase differs from the point-of-sale in terms of time span, or where vending machines are in use. Point-of-Purchase Advertising Point-of-sale advertising takes many forms such as the following.

1. Signs, door signs, window signs, signs outside petrol stations, stickers of all kinds. 2. Showcards, wall posters, window posters. 3. Banners and hangings. 4. Counter and floor; displays including display stands, self-merchandisers and self-dispensing units. Pop advertising has as its aim catching the consumer at the moment he or she is about to buy a product. It is believed that such advertising can persuade the consumer, especially where low-involvement products are concerned. Pop advertisements are frequently termed dealer aids since they are meant to help the dealer or retailer to win customers. Advertisers of consumer products offer retailers huge incentives such as providing containers, ice-boxes, baskets and even painting their shops with the colours and names of their products. Point-of-Sale Usually referring to retail outlet. Place at which a sale is made; also refers to publicity material used there, e.g. poster, showcards, display units, dispensers and leaflets. Poll 1. Public opinion survey. 2. To seek information. Popular price It means pricing technique intended to appeal to a majority of buyers. Population It means total number in a group, whether geographical area or specialized group. Portfolio It is a presentation kit which is used by salesman when interviewing prospective customers.

Portfolio Test In such test dummy ads are mixed with regular ads. A number of dummy ads are put in a folio along with the ad copy to be tested. The consumer-samples sees the folio. The consumer is then asked about what he has seen in each ads. The ad giving minimum playback in considered the best. It is verified whether the adjudged ad is dummy or regular. In case it is dummy, the actual ad is improved on the same lines. Another version of this test divides the sample into two groups-experimental and control groups. Experimental group sees portfolio containing dummy as well regular ads. The control group evaluates only the portfolio without test ads. Recall test is later conducted to assess reaction to test ads. Position Media It is the advertising media with fixed site or position, such as posters. It generally used as a blanket term to cover poster and transport advertising. Postcall Analysis It means reviewing achievements following sales interview. Posters It is a form of commercial art used mot extensively in India to advertise feature films. They are playcards or billboards put up at strategic points outdoors so as to catch the public eye. Devised originally to advertise entertainments, a citys restaurants and a companys goods, posters have now come to be effectively used to make public appeals of all kinds-commercial, social and civic. The Bombay Municipality has used this medium effectively for social education campaigns like Save Water and Clean Bombay-Green Bombay. Business organizations too have gone in for expensive and campaigns using the poster medium. The major drawback of this outdoor medium is the limited number of fixed sites. Further, it is impossible to keep track all the contracted sites, to check on the actual display of posters and whether they are kept attractive for the period contracted. It has also to be borne in mind that posters or hoardings can easily be defaced or torn off; moreover, they are only seen at glance, and rarely read fully. Thus the main advantages of outdoor advertisements are: 1. They; are quite powerful as reminder advertising. 2. They offer wide coverage.

3. They cater to all types of people. 4. Colour can be employed with great effect. The primarily limitations include the following. 1. They have a limited scope since they can only be used as supplementary advertising. 2. Their impact cannot be measured accurately. 3. They involve a lot of wastage since such advertising cannot be targeted at particular consumer groups. 4. There are no standardized rates, and the number of sites is limited. 5. They are difficult to maintain especially during the monsoon. Post Purchase It refers to arrangement made after a purchase has been completed. Poster Panel It is a fixed position for poster advertising, usually found in underground/railway trains and stations or other transportation media. Poster Site Classifications It is based on type of location, category of road, and degree of visibility, for each poster site. Potential User Potential User means likely future user. Pre-Approach It means preparation of all relevant material in relation to objectives prior to a selling interview.

Pre-coded It means questions to be put and the possible answers which may be received in a survey are keyed to enable easy tabulation of results using a numerical coding system. This facilitates computer analysis making possible the rapid handling of a high volume of data. Pre-Empt-Spot It means in television, an advertisement spot bought in advance in a particular time segment at a discount but which will not be screened if another advertiser offers to take up that time at the full rate. Preferred position It is a advertisement position in a publication against which a premium charge is made. Premium It is the additional price charged in return for some commercial benefit over and above the product itself. Premium offer It is the special offers of merchandise at a reduced price in consideration of purchasing a particular product, as evidenced by the sending in of a qualifying number of labels or coupons. It is generally conducted as a self-liquidating operation. Preselected Campaign (psc) It is the national poster campaign, sold as a package either aimed geographically or for a specialist category. Presence It refers to a form of measurement, which endeavors to indicate whether members of a target audience are actually present during the transmission of commercials as well as the programmes within which they are slotted. Crude viewing figures require modification for translation in terms of attention value. Presentation

Presentation means meeting in which proposals are put to an audience in a planned and usually formal manner. It is much used by advertising and research agencies but also used by companies communicating with distributors or, for example, publishers desiring to influence main opinion formers. Press It refers to all periodicals, whether national, local, trade, or technical. Press Advertising It means advertising in the press. Press Cuttings It means excepts on a particular subject out from any kind of periodical. It is used as a monitoring device to indicate the extent to which a subject is receiving publicity. Press Date It means date on which a publication or a section of a publication is due to be pressed for press. Press Reception It means meeting to which press representatives-editors, journalists reporters-are invited in order to be informed of an event, and to have the opportunity of questioning or commenting. Press Relations It means that part of public relations activity aimed at establishing and maintaining a favourable relationship both with and through the press. Press Release It is the written statement describing an event or item which is considered to be of sufficient interest to readers for an editor to publish some reference to it. It refered to as a news release-a more appropriate term as it includes the use of broadcasting media.

Press Visit It is a visit by members of the press to a place of interest, usually coupled with a special event such as the official opening of a new establishment or launching of a new activity.

Pressure Selling It means forceful selling effort. It refers to as high pressure selling when the effort is perceived to be aggressive. Pre-Test It means test of product or advertisement prior to full scale testing programme. Pre-Testing Broadcasting Ads In such testing some special methods are available to pre-test broadcast media ads-TV and radio ads. The techniques used are: 1. In Home Projection Tests A movie projector screen at consumers home tests commercials. He is questioned before and after exposure. The questions are related to ad and the change it causes after exposure. We can assess the strong and weak points of the ads. 2. Trailer Tests A real life shopping environment a departmental store, a shopping centre, a parking place, front and back of shopping complexes is used to measure consumer behaviour. The prospects are invited to the display. The invitation does give some incentive like discount coupons the purchasing displayed brands. Another group is invited, given the coupons, but is not shown the test ads. The redemption rate of coupons may give an idea about the effectiveness of test ads. 3. Theatre Test A captive audience collected for entertainment is administered a questionnaire. The fee tickets are later sent to them for the programme where the test ads are run. On viewing these, they are asked to fill up anther questionnaire. It assesses product, brand and ad theme.

4. Live Telecast Test Here the inaccuracies of artificial testing environment are not encountered. Here ads are put; on air either by narrow casting or live telecasting. These ads are test ads, and not the regular ads. Later, viewers are interviewed to know their reacations. 5. Sales Experiment Before going national, a small ad company is run. It consists of either one or more ads. Two ore more test centres are selected to do so. The period for which the ads are run; is fixed (say one to four months). The sales responses are noted. It is useful for those products which are frequently purchased and those ads who aim to motivate buyers to immediate sales action. 6. Direct Mail Tests Prospects from the mailing list randomly selected are sent different test ads and the orders against each lot are noted. 7.Physiological Testing Here physiological reactions of the respondents are noted, rather than what they have to say. Three principal instruments to do so are: Eye movement Camera: It measures the eye movement over the layout of test ads. The route taken by the eye is noted. The pauses are noted. The areas of interest and attention can be judged. Galvanometer: It measures skin responses to ad stimuli like perspiration by gland activity through palm. More perspiration decreases the resistance and faster current passes. The tension is generated. The greater it is, the more effective the ad is. The technique is of limited use for ads of a very sensitive nature. Perceptoscope or Pupilometric Devices: Record changes in pupils dilatation. Dilatation indicates reading and attention. Contraction shows his dislike to what is being read. It evaluates interesting appealing visual stimuli. It is developed by Eekhard Hess and James Polk. Left eye is photographed o record dilatation. Pre-Testing Copy

It is a exploratory research to check the efficacy of a particular piece of advertising copy prior to its being used in an actual advertisement. Preview Preview means showing of a film, commercial or advertising campaign to a select audience, in advance of general public viewing. Prime Time It is those transmission hours in television and radio which attract the largest audiences. Print Media In a year 1981 the literacy rate in the country is a bare 36.2%, and that the largest concentration of literates is in the metros and minimetros. Consequently, the coverage of press ads is limited to less 40% of the population. Almost 50% of the literate population comprises women who are by and large more fond of periodicals than daily newspapers. Since women are the main decision-makers regarding household purchases (so advertisers believe), periodicals score over the dailies as advertising media. However, magazines or periodicals generally have a low regular life in the sense they are around for a longer time, and generally lack the clutterof newspaper ads. Further, the reproduction of both colour and black-and-white visuals and copy is usually of a much higher quality. And, since there are around 21 special interest magazines catering to various interests and lifestyles, it is easier for the advertiser to tailor his ads to target audiences and avoid a lot of wasteful advertising in general interest magazines and daily newspapers. Print Run It means quantity involved in any print order or publication. Private Brand It means retailers or wholesalers own brand. Private Carrier In a private carrier, Carriers goods according to specific contracts and is under no obligation to provide scheduled services.

Product It means anything that might satisfy a want or a need, and is offered to the market. It includes tangible and intangible things, persons, places, organisation and even ideas. It is defined in terms of the benefits it offers or the need it satisfies. Lipstick is thus selling of beauty, and fertilizers put us in the business of reducing hunger. Tonics are bought for the health promise they give, and hair dyes for the youthful appearance they offer. What the buyer really is buying? The answer gives us the core product. The core product is an abstraction, which is turned into a reality by making it tangible. Computers, lipsticks, shampoos, management education, political candidates are all tangible products. Tangible products have several characteristics like a level of quality, features, styling, brand name and packaging. When certain additional services and benefits are offered to improve the functional utility of tangible products, they become augmented products, e.g. computers are sold along with installation, maintenance, guarantees and software services. Product augmentation covers buyers whole consumption system. Product Acceptance A measurement which decide the degree of success of product launch. Product Benefits It means factors which go towards satisfying the requirement of a customer. Fundamentally, the purchasing decision is based upon the perceived product benefits rather than the product itself or its specifications or performance. See Consumer want. Product Development It is a activity leading to a product having new or different characteristics or consumer benefits. Such developments range from an entirely new concept to meet a newly defined consumer want to the modification of an existing product or indeed its presentation and packaging. It forms part of a process which has to be continuous to arrest the decline era within the intrinsic life cycle of any existing product. Product Development Cycle It is the chain of events leading up to the birth of a new product, i.e. concept, mock-up, prototype, preproduction batch, full production. Product Evaluation

It refers to particular relevance to new products, product evaluation is the means by which the value of a product to a customer is determined in advance. It is a special importance in developing a pricing strategy but, in practice, should go much deeper in order to categorize each of the product benefits in relation to each of the market segments. From such essential background knowledge develops not only the marketing strategy and the media mix, but also the basic selling platform and the advertising appropriation. Product Differentiation It is the policy which emphasises those features which distinguish one product from other similar products. Product Image It is the concept which describes what consumers believe the product to be or do, regardless of its literal accuracy or otherwise. Often their conclusions are made on value judgements without recourse to trial of alternative products. Product Life Cycle According to this each product class as a whole and an individual brand passes through several stages from its birth to its final eclipse. When the new product is introduced in the market, the sales pick up slowly and the product comes to the notice of the customer due to heavy promotion. And then it is well distributed. This is called the introductory stage. Later comes the growth stage, where the sales rise quickly. The cost of distribution and promotion is spread over a large volume, and so the cost per unit is low. It is a critical stage from the view-point of the product. The maturity stage stabilizes the sales. The competition enters the scene. Due to this sales may be pushed down, unless promotional efforts are increased. The sales, in fact, reach a plateau, or saturation point. Because of additional promotional expenses, profits may decline. Those who are market leaders may need no extra push. The maturity stage is longer than other stages. The product can be revived at this stage by improving the product and by promotion. A new product mix can be thought of. The product may be eliminated or redesigned. A revival of PLC (product Life Cycle) extends the life of the product, by starting the stages once again from introduction onwards. The decline stage could be a result of changing consumption pattern, improved technology, availability of better substitutes. The profit take a dip, and the product might die. It can be eliminated prior to that. Or else, its price has to be slashed. But it is also ticklish to reduce the price, when extra promotional effort is needed to jack up the sales.

Product Mix It means range of products which, when viewed as a whole, provides a more than proportionate return than the sum of the individual items if marketed in isolation. Such a return can be achieved by adding complementary products to an existing range and sold to the same market without significant additional expense. Alternatively, existing products with minor modifications involving little further expense can find a demand in different market segments. A product mix can be such that seasonal demands for one are offset by those of another, thereby maintaining continuity of production and distribution resources. Yet again, the mix can be so structured as to Product embrace Products in each of the stages of the product life cycle. Product Performance It relates to the intrinsic attributes of a product. These may not necessarily be in line with its specification, nor for that matter, the requirements of all potential customers; of the Anglo-French Concorde. Product-Plus It means element in the product, or its presentation, which gives it an advantage over its competitors and is perceived as such by purchasers of it. Product Positioning It is an attempt to create and maintain in the mind of the target audience the intended image for the product/brand, relative to other brands so that the target audience perceives the product as possessing the attributes they want. Kotler aptly summarises positioning as the act of designing the companys offer so that it occupies a distinct and valued place in the mind of the target customers. It is not merely a statement or a slogan that creates an image. True positioning distinguishes a company/product from competitors along some real dimensions which are relevant to customers so that the company/product becomes a preferred one. There are two sides to positioning: 1. Market positioning: 2. Psychological positioning. Product/Price Parity

It mean near homogeneous products at identical prices. Product Range It means full list of available products made by any one firm. Product Research It refers to the efforts to design, develop and test new products, the efforts to improve existing products and to forecast likely trends in consumer preferences in terms of the physical attributes of the products. Its study includes the study of the following dimensions: a. Raw materials used in various proportions in the final mix; b. Attributes of the product: c. Saleable points of the product: d. Product appraisal: e. Product classification: f. Product design: g. Product development and new product development; h. Product packing and packaging: i. Product planning positioning and repositioning: j. Product branding or trade marks. Product analysis is more concerned with the perception of the consumers about the product, than with the product as a bundle of physical and chemical attributes. Product research includes the study of planned obsolescence of products. Products grow older and exit, and make room for new products Positioning of a product in a customers mind if the end product of the process of filtering information about. i. The product attributes

ii. The packing iii. The pricing iv. The image of the product created by advertising and this may be different from the products functional and physical attributes.

The main components of product research are product analysis and product development. A product is analyzed for what it has (merits) what it is (features), and what it does (functional utility and benefits drawn). The aim is product improvement in terms of its design, features, merits, uses, packing, etc. Product Testing It means anonymous product testing and product evaluation. Product Vs Brands A first one that is product is a comprehensive term. It concludes anything that may satisfy a want or a need. It includes physical objects, services, persons, places, organisation and ideas. A brand is name, sign symbol or a combination of them which is intended to identify the goods or services of one seller from those of competitors. Strategy: Branding is a strategy to make individual products distinctive. Branding can add value to a product and is therefore an intrinsic aspect of product strategy. Branding Decisions: Historically most products were unbranded. Producers sold packages containing goods without any identification make of them. Branding started when craftsman put trade marks on their products to protect against inferior quality. Painters started signing their work. Pharmaceutical companies were the first to put brand names. Today hardly anything is unbranded. Products from unorganized markets like vegetables, salts, fruits etc. are unbranded. But now we have branded salts too. Venkys has branded even chicken too successfully. In spite of a brand movement, products have been demanded in generic unbranded form in pharmaceutical and staple consumer goods sector. Branding and cost: Branding a product involves cost of packaging labelling and legal protection. Unbranded products are cheaper. Branding and Loyalty: Consumers are never loyal to genetic products. However, they develop a loyalty to branded products. It gives protection from competition and greater control in planning their marketing mix. Branding and Segmentation: Unbranded product do not cater to specify segments, whereas brands can be developed for specific segments. Branding and Distribution: Distributors prefer to handle branded products which represent a particular quality and are preferred by the buyers.

Branding and Consumers: Shopping becomes more efficient if products are branded. Different brands represent different quality levels. Advertising: Growth of advertising is due to the presence of branded products. Generic products need advertising only to stimulate primary demand. Competitive advertising is possible when products are branded. Image: Products do not have an image, whereas brands do have an image. Product, Weighted Distribution: Distribution to allow for the known disproportionate influences in different outlets. Weights will usually be determined by relative significance of factors, e.g. level of purchasing power or areas of light or heavy usage, e.g. of hard or soft water. Production It is a term which is used essentially in advertising and referring to the process of putting into a reproductive from illustrations or words with a view to printing, e.g. block making, typesetting, or scripting for transmission. Also applied to the management of all mechanical processes required to achieve the reproduction of an advertising message. Sometimes referred to within an agency as traffic control. Production orientation It is a condition in which a company is pre-occupied with the problems associated with producing goods with scant consideration for what the individuals contributing to the market want or are prepared to pay. Production Schedule It means programme of work necessary to produce promotional or other material. Profile It is the detailed description of subject, often a person, or groups subjects. Sometimes expressed as percentages against predetermined criteria, intended to make identification of the subject, perhaps the target use or consumer, readily possible. Profit Potential It is the estimation of likelihood or otherwise of a particular product or venture achieving a profit.

Progress Chasing It means function of department responsible for the satisfactory progress of work through an organization. Progressives It is the set of proofs taken from the individual blocks or places constituting a four-colour set for the purpose of checking clarity and correct alignment. Projection 1. It is the forecasting procedure (extrapolation) using trends in a time series to estimate future values. 2. Psychological research technique to identify true attitudes, for example, towards a product, rather respondents. Promotional Mix It is a range of promotional activities selected for use by a company at any one time. Prompt 1. It provide a number of alternative answers in a questionnaire to enable a respondent to select the one most appropriate to his/her beliefs. 2. Mastheads or magazine covers used in readership research to help respondents remember the titles they have read, or the product they have seen advertised. Proof It refers to preliminary printing, usually by a manual process, to facilitate checking and approval prior to final mechanical printing. Propaganda It means dissmemination of information, promotion of a point of view, or indeed any form of publicity associated with a doctrine. Have overtones of undesirable or underhand persuasion to convert the masses to an attitude, which they would not adopt if they were to be made aware of all the facts of a case. than the socially acceptable reasons which may be put forward by

Propensity to consume It means keynesian measure of groups of people in relation to their purchasing intentions. Average propensity to consume refers more precisely to the total value of expenditure on consumption goods and services divided by the national income. When applicable to individuals, it separates income spend on consumption as opposed to savings. Proprietary Goods It means the goods which are manufactured and sold under standards laid down by a ruling authority, such as that for drugs and pharmaceutical preparations. Prospect It means potential purchaser of a given product or service. Prototype It is the first working model or initially constructed version of a product to all intents and purposes, the prototype is the product in appearance, characteristics and performance. Its existence facilitates numerous judgements, tests and management decisions regarding future developments. Provincial press It means newspapers, circulating daily or weekly in a restricted geographic region, e.g. a city or country. Otherwise referred to as local press or regional press. Pseudo product Testing It is a testing in which the same basic product is presented in a variety of ways, e.g. different packs, to a test group who are asked to give a preference rating. This determines customers capability of discerning differences, or lack of them, and gives an indication of the virtues of each form of presentation. Psychogalvanometer It is the measuring device which is used in advertising research to determine the emotional effort of advertising messages by reaction to the rate of perspiration flow exhibited by the viewer.

Psychographics It is a technique which is devoted to the segmentation of markets using psychological criteria to distinguish between the different segments. Psychographic Segmentation It is the term which was first coined by Emanuel Demby, a marketing researcher some 30 years ago. His definition of psychographics is, the use of psychological, sociological and anthropological factors, self-concept and life-style to determine how the market is segmented by the propensity of groups within the market-and their reasons-to make particular decision about a product, person, or ideology. "Psychographic has come a long way since then .Psychographic Segmentation, either singly or in combination with demographic segmentation, is widely used these days, dividing the buyers on the basis of their social class, life-style and /or personality traits. The point to be appreciated is that people of the same demographic group are very much different in their psychographic profiles, e.g., young women show different psychographic characteristics. Social Class: In psychographic segmentation, buyer are divided on the basis of their social class, life-style and /or personality traits. Many companies design their product offerings for different social classes, e.g., lower class, middle class or upper class. They build into their product those features that appeal to these social classes. Psychology of Selling It refers to explanation of the sales procedure which lays emphasis upon the workings of psychological factors and particularly their manipulation by salesmen to secure a favourable response to their propositions. Publication Date It is the officially stated date when a publication becomes available for purchase or distribution. Public Relations It is the conscious effort to improve and maintain an organizations relationships of public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its public. PR is an extended arm of the management. Public Relations Advertising represents the management and

communicates the policies, problems and performances to the public. It should therefore be objective. Public Relations Advertising is effective when the organisation practices what it preaches because PR means 90 p.c. doing and 10 p.c. talking about it. It generally precedes the share issues these days to creates a favourable climate for investing public. Annual Reports of the companies and the chairmans speech have also the potential of being good public Relations Advertising provided they are excellently drafted. Public Relations Advertising addressed to customers is about the price revisions for whatever reasons customer educations ads, notice about change in address/phone numbers grievance redressal mechanism etc. It is the must at the time of crisis like a fire in a factory, major accident or disaster. It then becomes an effective damage-containing device. It may be appreciated that many areas of institutional and PR Advertising overlap. Institutional Advertising definitely has a PR content but is more indirect and philosophic. PR Advertising on the other hand can be down-to-earth, and is a communication with any of the public with which the organisation interacts. Public Relations Consultant It means an individual or firm employed by an organization to advise and/or act on its behalf in the field of public relations. Public Relations Officer He is a executive who is responsible for planning and implementing the public policy of an organization. Public Service Advertising It is done as a part of social responsibility by the advertising agencies or business organization or government or social service institutions. It seeks to promote important social issues. It is created to promote greater awareness of public causes. The examples of such social issues which have been promoted are: (a) Handicapped children and their help, (b) female foeticide, (c) national integration, (d) drug addiction, (e) blood donation, (f) prevailing system of education. The importance being given to Public Service Advertising can be seen by the institution of the Ashok Jain Awards and the Sunday Observer Awards where entries of ad copies are judged against the following criteria:

Thematic Brilliance. Design and layout Inspired Copywriting A renewed vision provided for an otherwise well-known issue Best entry from young amateurs The drug addiction entry had the juxtaposition of grotesque images and sensitive Copywriting. The entry on blood donation has a pair of hand in various prayer modes. Consider the following to discourage female foeticide for its thematic brilliance. Publicity It is the process or procedure of securing public attention for messages to be imparted. See Advertising; Public relation; and Sales promotion-all of which fall to some extent within the category indicated by this term. Publicity Manager A person who is responsible for managing a companys publicity. Publics It is a public relations terminology describing groups of people which can readily be identified as having some special relevance to a business or other organization, e.g. customers, employees, shareholders, suppliers and the local community generally. Publishers Statement It is a statement by a publishing company of the circulation and other information relating to a particular publication. Not necessarily independently audited. Publishing It refers to business of producing books, magazines, newspapers, and other periodicals, and distributing them to the public via bookshops, newsagents, mail or other outlets. Puff

It is a reference by an individual or organization, generally in the media, to a product or company with the intention of providing favourable publicity. Punnet It is a specialized paperboard carton, or wooden container, open to inspection of contents and used principally for dispensing soft fruit by weight. Purchasing Agent/Officer Purchasing Agent/Officer is a representative of buying firm group. Purchasing Patterns It refers to an individual, or collective, purchasing behaviour within a market. Purchasing Power It means extent to which an organization, group of people or a geographical area with funds available, whether committed or otherwise, has the ability to make purchases during specified time periods. Pyramid Selling It is a form of franchising where personnel are recruited against financial standards of entry and help to establish a distribution network of commission agents. System became almost unworkable from 1973 following parliamentary action to restrain its further development in Britain.

Q
Quad Crown It is poster size which is equal to two double crowns.

Qualitative Research It deals with data frequently difficult to quantify; often expressed as value judgements by individuals from which any collective general conclusions are difficult to draw. Such research usually involves group discussions or interviews. Quantity Discount Quantity Discount means reduction from list price in consideration of the purchase of a particular (larger) quantity of a product Quarterly It is the publication which is issued after four time a year. Questionnaire It is a base document for research studies, which provides the questions and the structure for an interview and ahas provision for respondents answers. It requires considerable skill in design, involving understanding of human nature and communication processes. Quota 1. It is a structure of a sample specifying number and type of parsons required for interviews. 2. Sales target figure for salesman that may be expressed as required minimum performance or act as threshold for commission payment. Quota Sample It is the reselected groups for interviewing constructed so as to represent the known characteristics of the whole population. Quotation It is a specific or particular offer, verbal or written, of goods or services, the acceptance of which will form a contract.

Jargons in advertising

R
Radio Commercial were permitted on Doordarshan, radio advertising has lost importance, despite its much greater reach in both urban and rural India. Radio have an awesome coverage (86% of land area). Advertisers argue that consumers especially in the large cities do not switch on to radio news or radio music programmes. The reach of radio at the end of 1989 was 64% in the urban areas and 46% in the rural areas, according to market research agencies, but these figures are not very reliable. It is difficult to believe that there are more TV than radio sets in the country. True, radio ahs become a secondary medium for TV-owners but its potential reach is higher, especially among poorer families in urban areas. Advertisers like to use radio as a reminder medium. According to Ketki Gupta media chief, HTA radio is always used in addition to, not instead of, another medium. As an advertising medium the merits of radio are as follows. a. Radio offers local coverage on its medium wave channels; hence local markets can be tapped by local b. It reaches all sections of society. c. It offers scope for continuous advertising day after day, and several times during the day. d. It is a comparatively cheap medium, and has a special appeal and credibility, especially in rural areas. e. It does not hamper a persons mobility. f. As a vehicle of information it is the fastest medium. g. Radio is a more interactive and stimulating medium than TV where the viewer is spoon-fed. Radio allows you to think, to use your imagination. That is why nobody ever called it the idot box. products and retail stores.

Radio Commercials The following sufficiently illustrative as are follows: 1. Straight Commercials Product benefits emphasized. Sound effects used to attract and hold the attention. 2. Dialogue Commercials Conversation between the announcer and other parties like customers, actors or experts. 3. Integrated Commercials A star in any field of activity is invited, and he is given a free hand in presenting the message. The message gets the stamps of his personality. 4. Dramatised Commercials It is a situation is dramatised and the product is offered as the solution. 5. Musical Commercials Sales messages is sung as singles. They are effective because they are easy to commit to memory. Nirma's Jingle is very popular. Ragged In which no attempt is made to line up or justify lines of type setting, i.e. one edge both edgers are left ragged. Ranking It is an established alternative choices in order to preference. Rate Card

It is a document which is issued by publishers or advertising contractors showing the charges made for various types and size of advertisement and including the relevant mechanical data to govern advertisement production. Rating It is applicable especially to broadcasting media and meaning the relative audience or viewership achieved by a programme or advertisement, as compared with others, e.g. a popularity rating. It is also used in research studies. Rationalization Rationalization in reference to products, the elimination of items in the range which bring in the minimum return and call for a disproportionate effort to sustain demand. Rationalization leads to a concentration of resources into those products from which a maximum return can be expected. Reach It is a synonym for cumulative audience. Reader It means a someone who has read a publication or periodical as opposed merely to having received it. Hence the difference between circulation and readership. A person receiving a publication whether free or at a price may never read it. Thus there could be fewer readers than the circulation or print order might imply. Equally, the opposite might apply. Reader Involvement It means copywriting with the aim of gaining the participation of the reader; a particular facet of local newspapers and radio. Readership It means number of people who read a publication as opposed to the number of people included in its circulation. Readership Profile

It means classifications of readership of publications expressed in percentage form relative to total readership. Readership Replication It is the extension of the claim period for readership research where a second reading event occurs during or after original claim period, so introducing error into estimated readership figures, leading to overestimation of readership. Reading and Noting It is a readership research index of actual audience for advertisements appearing on particular pages or average pages in specific publications. See page traffic. Read Most It is term which is used in assessing the effectiveness of an advertisement in the press. Respondents are asked to indicate whether, if they noted an advertisement, they then read most of its copy. This data can then be expressed as a percentage of total readership. Recall 1. Spontaneous: where an informations memory is allowed to suggest information without guidance or assistance. 2. Prompted (aided recall) or assisted memory, where informant is shown possible alternatives, or part of the actual subject matter, as a memory stimulus. Reciprocal Trading It is an arrangement between organizations whereby their roles as seller and buyer are interchangeable, i.e. they buy from and sell to each other. Commonly found between member companies of a group but also exists between independent firms where mutual interests may thus be economically served. Recognition 1. It is the method of testing effect of advertising. 2. Advertising agencies apply to controlling media organizations (NPA, PPA, ARIC and ITCA) for recognition and are then entitled to receive commission from media owners. It is difficult for an agency to operate if denied this form of recognition, which is most frequently a credit-rating device but may also be used as a means of applying pressure to conform. See Above-the-line advertising.

Recruitment Advertising It is an advertising which is designed to recruit staff of any kind. Consists mostly of classified and semi-display advertisements. Redemption It is the procedure of trading in redeeming coupons, vouchers, special offers, trading stamps and the like in exchange for a stated product or benefit. Reel Fed It is printing by reel rather than with flat sheets of paper. Registered Design It is a design which is legally registered thus providing protection against its unauthorized use by any other person or organization. Reminder Advertising It means expenditure devoted to overcoming memory lapse. Accounts for a significant proportion of advertising. Reminiscence It means improvement in retention of factual over time without further relevant communications. Repeat Purchasing It is the products which is subjected to frequent usage, usually of low unit value and bought regularly for habitual consumption. Convenience plays a large part in such purchasing and substitution will often occur if the preferred brand is not readily available, e.g. newspapers, tobacco office supplies. Reply Card It is used, for instance, in a direct mail campaign in which a card is enclosed, usually prepaid, to encourage a reply.

Reprint It is the copies of an advertisement printed after appearance in a publication. Repro Pulls It means goods quality proofs of typesetting, usually for use in making up artwork, or in enlarging for display purposes. Resale Price Maintenance It is an agreement between trading concerns regarding prices at which goods may be sold. Prohibited in UK under the 1964 Resale Prices Act so that suppliers may now only publish a recommended retail suppliers may now only publish a recommended retail price (RRP). Research Questions It is refined statements of research objectives. This may be3 illustrated with an example. An advertising manager may want a marketing researcher to investigate perceptions of industrial buyers regarding a new line of office furniture the company is considering to introduce. A specific research objective may be to determine the awareness level of potential buyers of the proposed office furniture with respect to the furniture brand currently being offered by the company. This research objective could be translated into several research; questions. What is the unaided recall of the companys brand? What is the aided recall of the companys brand? What is the awareness of specific brand features? (e.g. price level, durability etc.) It is further refined into one or a series of research hypotheses. Hypotheses are tentative statement about relationship between tow or more variables. E.g. " The primary reason why housewives buy Nirma washing powder is low price:" When operational hypotheses a stated using symbolic notation, they are commonly termed statistical hypotheses. Reserve price It is the minimum selling price. It is mostly used at auctions but may occasionally apply when stock is being cleared at reduced prices.

Response Response means reaction evoked by a stimulus. Response Function It is a set of numbers, which is often in percentage form, defining the relative value of given numbers of advertising impressions per person or section of the target population. Response Rate It means measure of advertising effectiveness, e.g. in direct mail, the number of replies per thousand; in other forms of advertising, the number of replies per insertion. Taken in conjunction with readership/viewership figures for example, this measure enables a comparative cost per inquiry structure to be compiled for use in media selection. Retail Outlet It is a physical point or premises at which goods are retailed. Generally associated with a specialized service or category of business, e.g. co-operative supermarket, chemist, general store, dairy, etc. Retouch It means to modify a photograph or negative by hand, using paints, dyes or chemicals, in order to improve or change it in some way, or to introduce additional features or eliminate existing ones. Returns 1. A measure of income arising from an investment. 2. Applicable to goods returned, damaged, unsatisfactory or surplus, to a supplier for credit. Reverse Plate It is the printing block in which the contents-illustrations and lettering-are in white upon a black or coloured background.

Right of Resale It is a legal term which is used to cover circumstances under which a seller of goods still in possession may resell goods, even though he may not hold title to them. Any surplus on the transaction accrues to the original supplier, after the expenses of the seller have been met. Rival Brands It is the competing brand choices, often of nearly homogeneous goods. Robot Salesmen 1. It is purely mechanical sales effort by salesman. 2. Dispensing machines vending machines. Role Playing Role Playing means acting a part in a simulated face-to-face interview, usually at a sales meeting or training session. Rough It is a illustration or design of a layout for an advertisement or print work in rough form. Rough Out It is the first edited assembly of film shots in correct order and sequence according to script instructions. Rounding Off It is a mathematical process for eliminating small insignificant numbers or chemical of numbers, by taking the nearest significant value. Round-Up It is a detailed study of single subject by certain reporters.

Routing Salesman It means designing a calling pattern for salesman to ensure systematic rather than haphazard coverage. Rule It means solid line in printing. Run 1. It means period of printing an edition. 2. Quantity to be printed. Run of Paper (ROP) It is an instruction to a publisher indicating that no special position is sought for an advertisement, i.e. it can be placed in any convenient part of the advertising space of the publication. A lower charge is usually payable in such circumstances than where a specific position is demanded. Run-of-Week Spot It is an arrangement whereby a TV contractor undertaken to transmit a commercial during a particular week but, since a discount is allowable, will not specify the exact time of transmission. Run-On It is a additional quantities of printed material over and above the original print order. Thus, a advertisement in a periodical can be run-on whilst the machine is still set, thereby providing additional copies at a relatively low price, due to there being no additional setting up charges. Running Costs It is the costs which incurred in operating a business or service.

Jargons in Advertising

S
Sack Sack is open ended hessian container, but now more commonly made from multiwall paper or from plastic, used largely for bulk packaging of powders or granulated materials. Sale or Return According to this term only goods resold are charged to a dealer, any unsold goods being returnable for full credit. It is related to consignment selling. Sales Aid It means any tangible element of sales promotion, leaflet, film projector or sample, which acts as a back up to a salesman in presenting his proportion to a consumer. Sales Approach It is a positive proposition or theme which is adopted by salesmen to win a favourable reaction from prospects. Sales Barometer It is the method of comparing the level of sales performance against preset standards. Sales Budget It is a tabulation of anticipated accounting figures covering sales revenue and direct selling costs, shown in predetermined divisions of time, products, territory of market segment. Used as a means of control by comparing actual with budgeted performance and taking remedial action, where possible, to restore any shortfalls.

Sales Campaign It means implementation of the selling strategy. Sometimes mounting a particular selling operation for a product, a market segment, or a geographical area, in isolation from the normal sales activity. Sales Calls It means visits to customers or prospective customers by a sales person. Sales Conference It means gathering, often annual, of all the personnel involved in selling, and often sales promotion, activities in a company t review past performance and examine targets,incentives, and techniques for the future. Sales Control Sales Control means use of system or process to enable supervisory personnel to monitor the performance of the selling operation, particularly in relation to the field force, using predetermined aims of goals. Sales Costs It is the costs of field selling effort. Sales Coverage Sales Coverage means distribution of selling agents or sales outlets reaching potential markets. Sales Drive It refers to particularly active selling campaign. Sales Engineer

It is the salesman who have the knowledge of engineering or of the technical aspect of a product so as to be able to discuss intelligently the application of the product will all the technical implications. Sales Feature It is a aspect of a product which can be shown as a consumer benefit. Sales Folder It is a portfolio of selling aids. Sales Force It is the group of salesman, directed by a national or regional sales manager. Sales Forecasts It is the projections of likely sales, given certain defined criteria and making defined assumption. Often based upon historical data. Not identical to sales targets, which relate purely to the salesmen they concern. Sales Goods It means items deducted in price for quick clearance. Sales Impact It is the measure of response to sales activity and performance. Sales Inquiry It is the request from sales prospect for sales literature or quotation. (Enquiry is a general term used for requests for non-sales information.) Sales Kit

It means sales presentation, communicational selling aids and administrative stationery and equipment carried by the salesman for the transaction of business. Sales Lead Sales Lead means piece of information or a contact which may ultimately lead to a sale being transacted. Sales Literature Sales Literature is a pamphlets, leaflets, point-of-sale showcards, etc. which give product information to potential customers. Sales Manager He is a executive who is responsible for sales force management, directly through field sales mangers or through branch or area organization. Often also controls some internal sales service, which may or may not include transport, credit repair, maintenance or other services. Sales Management It means an Organisation, direction, control, recruitment, training and motivation of the field selling effort within the planned marketing strategy. Salesmanship It is a practice of information and persuading persons or organizations of the value of a purchase and expressing that value in actual benefits unique to each prospect. Sales Manual It is a guide to operating instructions, terms of employment and policy document issued to salesmen as a supplement to sales training and supervision. Sales Meeting Sales Meeting means gathering of salesmen usually led by a field supervisor, for a training session or for dissemination of information. Sales Mix It means breakdown of sales revenue by product groups and normally expressed in percentage terms.

Sales Mobility It indicates extent of ability and positive or negative attitude shown in responding to customers, requests for out-of-schedule visits. Sales Office Manager He is a executive who is responsible for managing the sales office and, in particular, ensuring that the necessary back-up is provided to the sales force in using company resources efficiently, thus exerting maximum persuasional effect upon customers. Sales Organization It is the structure and distribution of the sales personnel, head and branch offices or warehouse and possibly shops, where company-operated. It could be applicable in same way to organization of sales staff in a mail order operation. Sales Penetration It is an extent to which total market potential has been realized, i.e. the proportion of people in that market who have become users consumers of a product or service. Sales Pitch It is content and style of salesmans presentation to prospective customers. Sales Planning It means determining of fixing sales objectives and selling activity quotas in an effort to achieve pre-set targets. Sales Platform It is the main selling proposition upon which a specific or particular campaign is to be based. Sales policies It is the company policies enjoined upon the sales force in order to promote uniform achievement of marketing objectives.

Sales Potential Sales Potential is share of a market that a company believes is achievable when its plans and strategies have been fully implemented. Sales Power It means measure of company strength is selling effort and achievement compared with that of competitors equivalents. Sales Promotion It means any non-face-to-face activity concerned with the promotion of sales, but often taken also to include advertising. In customer marketing, frequently used to denote any below-the line advertising expenditure and having close connections with in-store merchandising. Sales Prospects Sales Prospects are likely customers for a specific or particular company or industry. Sales Quota It is a goal which is set for man, product, territory, or market segment in selling activity or sales performance terms. Sales Records It means collection of data relating to sales achieved by product category, geographical location, customer type etc. Sales Report It means analysis of selling activity and performance. Sales Research It means study of field and office activities in an effort to discover means of improving sales force productivity.

Sales Resistance Sales Resistance means rational or irrational opposition to a purchasing proposition. Will either be dispelled by salesman effort or persist irrespective of how, or the extent to which the proposition is presented. Sales Service It means all the productive, clerical and administrative facilities which are provided as a support to the activities of the sales force in order to service customer requirements. Sales Strategy It is the plan of the sales activities undertaken to achieve set objectives including territory targets, method of selling rates of calling and budgets; a subsection of established marketing strategy. Sales Targets It is an quantitative sales objectives set as a positive statement of company requirements as compared with sales forecasts which are related more to an objective assessment of anticipated events based upon external factors not within the companys control. Sales Territory It means geographical area, market segment, or product group within which individual sales people are responsible for developing sales. Sales Tools It means synonym for sales aids. Sales Volume It means sales achievement expressed in quantitative, physical or volume terms. Salvos Advertising and Marketing, Bangalore

It is an independent south-based company associated with cinema advertising for many years. It operates primarily in four southern states, with regular arrangements with over 1700 cinema halls for purchase for playing time. Even nationwide services are offered through branches, resident representatives and associates. Their clients include BPL, J&J, Premier Mills, Sandoz, SPIC, TOMCO and TVs. It monitors screening by a highly trained staff. It makes prompt payments to the theatres. It couriers the prints irrespective of locations. It allows facilities of independent checking of screenings to the client. It has penetrated the hitherto unserviced territories. It attains over 95% of screenings of each campaign. Same Size It is an instruction to a printer or production house to reproduce an original in the same size. Commonly abbreviated SS. Sample Case It is an mobile container used, for instance, by salesmen for carriage, protection and demonstration of samples of their companys products. Sampling Frame It is a control data for research study; specifies parameters and structure for each sample. Sampling Offers It is an invitations by manufacturers to potential customers to try the product by taking a free sample or lower-priced trial pack. Sampling Point It is a geographical location convenient for contacting a predetermined cluster of informants. Sandwich Board It is an advertising poster carried by a person in public, usually in the of two displays, one at the front and one at the back, suspended over the shoulder and thus sandwiching the carrier. Sans Serif

It is plain and simple style of lettering without serifs, e.g. this sentence is set in sans serif. Arguably not so legible as is lettering with serifs. Satellite Agencies Satellite Agencies means bigger agencies these days form smaller subsidiary agencies. The first such subsidiary in India was Acil, which was formed by Clarion Advertising Agencies. Hindustan Thompson Associates (HTA) in 1979 set up Contract advertising which has now taken over Grant Kenyon & Eckhardt. Acil has since broken away from Clarion and is now an independent agency. After contract, there was a spate of satellite agencies; OBM, Ulka, DaCunha, Everest and more recently Lintas have set up subsidiaries. Lintas has set up Karishma as its subsidiary. The umbilical cord with the parent agency helps the subsidiaries in terms of a few initial accounts and talents to create good copies. Subsidiaries can have fresh creative approach and can cater to smaller accounts. Subsidiaries can also take up a competing firms account. If HTA has lux soap, the Contract sells Mysore Sandalwood. HTA has the Niky Tasha account and contract has Hotlines. Edge is an Everest-backed satellite agency. Subsidiaries consolidate business and improve market share. Ulkas subsidiary interface handles many small accounts. There is a break-away thinking in a subsidiary. DaCunhas Victa dabbles into advertising that is a little bolder than normal. Artig, an OBM subsidiary, gets into fields complementary of their business and away from main-stream advertising communications, public relations, direct response advertising. The tax benefit that the formation of subsidiaries gave is not more of any consequence. Forming subsidiary does not means partitioning a little office space and putting a new sign-board. It must be totally independent resourcewise. Satellite Transmission Through Cable Network It is the battle for the skies in India has just begun. The first to invade our air waves after CNN which covered the gulf war was Star TV. So far Star TV was restricted to English speaking viewers, who constituted about 8 per cent of our population. However, the rules of the electronic medium have changed with the launch of Star TVs Hindi channel called Zee TV from October 2, 1992. The ATN was yet another channel, which has round the clock transmission from pan Am Sat 4. It has also started a channel called ATN Prime. Zee TV has also started EL TV, a Hindi Channel. It has recently started Music Asia-a-music, educational and tele shopping channel. Star TV has an audience3 of 1.3 million in India itself which is increasing at a rate of 10,000 viewers every day. Besides, it is watched by 20 million NRIs and other HindiUrdu speaking audiences in 38 countries covered by its footprints. We have as many 35 channels in India now. These include ESPN, ABN, Cartoon Network or TNT, including Sony TV, Asia net in Malyalam, Sun TV in Tamil, Sun Music, Home TV etc.

There are cable networks like City cable of Zee and In Cable net of Hinduja. Star TV so far has an affluent up-market image. ATN is targeted towards the masses. Doordarshan has started several satellite channels in regional languages. DD Metro is available as a satellite as well as terrestrial channel. DD has still highest reach and penetration. DD has introduced DD3 as an elite satellite channel. ATNs software is mostly entertainment based. There is no dearth so soap operas and serials. Most of the viewers who switch off the DD at 10 PM since cable operators beam a film around that time are going to be tapped by ATN and Zee Cinema who screen Hindi Movies. Hindi film industry is gearing itself to meet the production requirements of these networks. Star TV and BBC have been criticized for frequent returns. The English channels run dry so fast. Imagine how difficult it is going to be constantly supplying Hindi progrommes. Zee TV not only commission outside producers but produces its own programmes. The scramble for advertising is going to be intense. ATN is trying to woo advertisers by offering competitively low rates to begin with. The rates are, however, subject to change, depending on the increasing viewership. Saturation Campaign It means intensive use of mass media in a single campaign. Saturation Point It means level at which any further expansion of distribution in a market is unlikely to be achieved and where further sales are restricted to the potential arising from replacement needs or population growth. Scamp It is the rough design of layout of advertisement or other promotional material. Scattergraph

It means graph with a scale for each two variables; values of variables are plotted in pairs, one for the X-axis. When a line is drawn to pass through the centre of the points, it indicates the line of best fit. Once drawn, it can then be used to estimate the most likely level of expenditure necessary to achieve the return shown against the matching point on the other axis. Scheduling Scheduling denotes for specifically to detailed arrangements for commercials or advertisements appearing in the media. Scheme Advertising It is an advertising normally of a below the line character. Screening Screening means procedure by which new or modified product ideas are assessed in a methodical way against key factores for success. Products not meeting the essential criteria are thus eliminated at an early stage in their development. This is a discipline, which should be imposed early on in the concept development stage in order to eliminate unnecessary wastage of resources on ideas, which are unlikely to be successful. Script It is the text of a commercial film or broadcast. Seasonal Discount Seasonal Discount is the discount which is offered by media owners to encourage business during what are considered to be stack periods in the year. Seasonal Rate It is the rates in advertising which vary according to the time of year. Secondary Coverage

Secondary coverage is a area in which reception of radio or television channel is subject to difference, generally the area concerned is catered for by another channel but is within the outer area of another. Secondary Data It is the information, which already exists, e.g. internal company records, government and other official statistics. Secondary Readership It denotes readership of a publication by location, e.g. by the members of a household whose head purchase the publication or by people in an organization which subscribes to it, sometimes referred to as pass-on readership. Second Generation Product It evolves from one already on the market and eventually superseds it. It is used in areas of rapid technological development, e.g. electronics. Segmentation Segmentation means breakdown of a market into discrete and identifiable elements, each of which may have its own special requirements of a product and each of which is likely to exhibit various habits affecting its exposure to advertising media. Other marketing factors such as optimum price, quality, packaging and distribution are likely to differ as between one segment and another. Typical breakdowns are based upon age, social standing, income, sex, geographical location, leisure pursuits. Selective Positioning It is a choice and continuity of a special position within a type of advertising medium, aimed at a specific target audience. Selective Selling It confined to those customers and prospects, which satisfy a minimum standard of performance or some other limiting factor. Formerly a common practice for the distribution of speciality products but breaking down as mass marketing techniques are more widely exploited. Self-Liquidating Offer

It is a special offer made available to purchasers of a product, and designed to yield sufficient revenue to defray the cost of the offer and also perhaps reduce the promotional costs involved. Self-Mailer It is a direct mail piece that can be posted without envelope or wrapper, a form of postcard. Self-selection It means merchandise arranged in a retail store in such a way that customers may make their own choice without further assistance. The sale is then completed by a sales assistant. Distinguished from self-service where the sale is completed at a checkout point. Self-service Store It is the retail outlet where customers help themselves to prepriced goods from shelves or other displays, and pay for their purchases at suitably located cash tills or in total upon departure. Sellers Market It means excess of demand over supply creating market imbalance and making sales effort less obligatory in the part of suppliers. Sell-In It is a procedure of selling goods to the retail trade prior to a consumer promotional campaign. Selling It is a procedure of persuasion leading to a continuing trading arrangement, initiated and perpetuated at either a personal or impersonal level but commonly confined to oral representation supported by visual aids. Selling Agent Selling Agent means salesman representing an organization but not necessarily on the organizations payroll.

Semantic Differential It is developed to measure attitides people have for the brand and company image. Here, a descriptive profile is developed to facilitate comparison of different items. A series of bi-polar adjectives are used at both the ends of the scale. Five to seven levels of gradations are put to separate these adjectives. The adjectives may be good-bad, high-low, hard-soft, beautiful-ugly etc. The following illustrates the scale: 1 Good 2 3 4 5 6 7 Bad

First position represents extremely good. The positions from the left to the right show very good, slightly good, both good and bad, slightly bad, very bad, and extremely bad. As you will appreciate position 4 is neutral; representing neither good nor bad. The respondent is asked to mark his feeling about the item being rated. By indicating one of the positions on the scale, the respondent is in effect positioning the concept as a point in semantic space. The profile of each respondents selections can be developed and compared with other respondents. The entire groups profile can be developed by finding groups median or mode value for each bipolar pair of adjectives. The pairs are selected keeping the purpose of the project in mind. An insurance company wanted to assess how an illustration used in one of its ads was perceived by the respondents. The illustration should not be perceived as that of a sad/worried m an. The adjective pairs used were: cheerful-sad, worried-unworried, rich-poor, honest-dishonest; likeable-unlikeable, intelligent, unintelligent. etc. Seminar It refers to meeting set up for the dissemination of knowledge in which a leader discusses a subject with his audience rather than expounding it. Frequently a small and informal grouping in UK but can be organized on a large scale of conference proportions. Semi-Solus

It is an advertisement which appears on a page containing another advertisement but which is not positioned adjacent to it. Semi-Structured It is the research which is conducted by interviewer with guidelines but in which several questions may need to be answered. Sentence Completion It means establishing attitudes or opinions by providing incomplete questions that the respondent may answer in any fashion he/she chooses. Often portrays the irrational areas of motivation that are difficult to elicit and summarize from a conventional interviewing situation. Sequential It means taking events one at a time in an orderly fashion, generally according to some agreed process. Serial It refers to broadcasting, publishing, or filming of continuing story in sections, generally without a predicatable end. Series Discount It is the discount which is given by advertising media owner in consideration of an undertaking by an advertiser to book a series of insertions within a given minimum number of issues. Serif It means tail or cross stroke in a typeface, at one or both ends of a main stroke, intended to improve readability. This book is set in a serif face. Service Advertising It means services are activities, benefits or satisfactions offered for sale. They are intangible, inseparable, variable and perishable. They therefore require strict quality control, supplier credibility and adaptability.

Personalized services like laundary, hair grooming, beauty salon, automotive repairs, when advertised, place greater emphasis on the institution offering it and the advantages in patronising them. They may talk about congenial environment, quickness and promptness of service, economy, exclusiveness, status significance, etc. Luxury hotels and airlines, when advertising their services, attach greater importance to service with a smile, courtesy thoughtfulness, and claim that they offer to their clientele, like the teller system, personalized banking computer banking, etc. Services like physical goods also use channels to make their output available and accessible, e.g., location of a hospital to cater a particular catchment area. Promotion of services also emphasize the locational aspects. Service Department Service Department is a part or portion of an organization concerned with providing after-sales service to customers; frequently involved with the handling of complaints, which required tactful replacement or rectification to avoid temporary or permanent loss of goodwill. Service Fee It is a charge which is made, usually on a predetermined annual basis, by an advertising or public relation agency for the service it provides. Increasingly used instead of, or in addition to, the earlier convention of commission income. Service Industries Service Industries are those industries who are not directly involved with manufacturing, e.g. travel, entertainment, health, insurance, professional and personal treatment. Services It means work carried out for others by an individual or organisation where no transfer of goods is involved, e.g. banking, insurance, travel. Set Solid It means lines of type which are set close up to one another, without any spacing. Shelf Life It means limit of time during which a product may be stored on a retailers shelves before natural deterioration will render it unfit for sale.

Shelf Talker It is a printed material on shelves in self-selection or self-service stores promoting particular brands and obviating the necessity for sales talk by shop assistants. Shell Scheme It is a standard design of individual booth provided by the organizer of an exhibition. Shift in demand Change in the pattern or extent of consumer demand. Shipping Note It is a delivery note which is used by exporters to notify the docks of an intended consignment specifying the vessel and sailing data. Shooting It means synonym for filming in colloquial usage. Shooting Script It is a schedule of activities in film making which relates each part of a script to the accompanying visual and sound effect. Shop Lifting It means stealing from retail stores with intention to evade payment for them leading to stock shrinkages. Shopper Shopper means retailers customer. Shopping Centres

It means urban marketing developments planned and operated under local government regulation in UK and providing for a full representation of shopping facilities in the interests of the local community. Shopping Goods The goods which are purchased after a careful consideration and comparison of quality, price and suitability. Unlike convenience goods, they are infrequently purchased and have a high unit price. Buyers do normally discuss with their spouses, friends and other family members before making a decision to buy; style is an additional factor in the buying motive. Typical shopping goods are womens apparel, mens ready to wear clothing, home furnishing etc. Since customers may not have adequate product knowledge about such goods, advertising should amply provide this, together with rational and emotional appeals about product benefits, quality and such other product features, as the fact that they are easy to operate, are durable, and safe. Such goods have a few retail outlets which are located in the vicinity of similar other outlets so that customers may conveniently make comparisons. Short Rate It means different or variation between the rate paid by an advertiser at the end of a period between the actual number of lines taken up by advertising in a publication and the estimated lines upon which an original quotation was based. Shoulder Time It means time immediately preceding or following peak-time. Shrinkage Shrinkage means variation between physical stock take and book stock take. It may be a result of recording or counting errors by supplier or customer but is often a consequence of pilferage. Shrink Wrapping Goods are enclosed in a transparent film of plastic which is shrunk onto the goods by the application of heat. Often used as an alternative to an outer container where protection is not a key factor but display is. Used especially for dispensing fresh foodstuffs in self-service stores and supermarkets.

Side Head It means subheading appearing to the left or right of a column. Sight Draft It means bill of exchange which is payable on sight. Silent Salesman It means point of sale material embodying display and especially attention-getting contents used as a merchandising technique. It is used to describe packaging. Silk Screening It is a method or process of printing by which ink is forced through a fine mesh on which have been superimposed opaque areas, representing the reverse of the design, through which ink will not pass. Much used in the production of high quality point-of-sale material. Simulation It means representation of one system by means of another. In particular, the representation of physical performance by computers, either equipment or models, to facilitate the study of such system or phenomena to train operators etc. Single Column Centimetre (Scc.) It is the standard unit of measurement for print advertisements, one centimetre in a column. Single Column Inch (SCI) Single Column Inch is obsolescent measurement in newspapers and magazines in UK, based upon the depth of type matter contained in a single column. Single Source It means information or data received or compiled from one origin alone Most often in connection with a research study.

Situation Report It is the report on the current situation or circumstances in short it is written as sitrep. Sixteen Sheet It is the most popular size of poster consisting eight double crowns sizes. Skewness It means distribution of data which differs from a normal distribution in that the mean and the mode are located at various points. Skimming Price Skimming Price is the price aimed at appealing to higher income groups. Slant Slant means central theme adopted by writer on a specific issue. Sleeper Effect It means studies, which have shown that, even after the purely factual information within it has been forgotten, attitudes may still have shifted in favour of an advertisement, indicating that an attitude change has been effected. It is called as the sleeper effect. Slogans It is easy to remember. It is used by copy writers continuously for the sake of establishing it. It creates an impact of repetition. It gives an identity to the company or to its products. Slogan is a part of an advertisement copy. It is a concise but effective way of telling an idea. Many headlines have been sloganised. A slogan is kept in constant use at least for one campaign. Some advertisements change the slogan for a new campaign. Some advertisements change the slogan for a new campaign. Mostly peole known the slogan by heart. Slogans are short, summarized headlines. In outdoor advertisements, slogans are must. In outdoor advertisements, slogans are both the headlines and the sales message. Slogans may use an appeal or a pleasant incident in the life of a product, a pleasant description of a product quality. Basically they draw attention to the strength of the firm or product.

It is direct, short easily remembered. They repeat the brand name. They are friendly phrases. Slogans can be printed or sung. They are good to conduct the re-call tests of MR. They are funny and entertaining. Idiomatic slogans are remembered for a long time. They summarize the selling points. Bright and topical, they are a sign of a dynamic live company. They can be charged with emotions and become psychological movers. It is a challenging and creative task. Slogans put flesh and blood into an advertisement copy. A fresh slogan is well accepted when repeated for several times. One simple method of creative problem solving is to restate the problem in as many ways as possible. Slogans value depends on what it makes the readers to understand. Good slogans are idea-centred, rather than word-centred. Small Order Problem It arises from receipt of orders of insufficient unit value to justify handling; such a problem can be overcome by using dropshipment via intermediary stockists, by making such orders subject to deposit of each price in advance of delivery or by fixing a minimum order size/value. Snip It means bargain. Social Marketing It is the application of the marketing concept to non-commercial activities such as those connected with community, welfare and social services. Thus, it can be argued that marketing has a relevance to government, both national and local. Soft News Soft News means articles in newspapers and magazines with an element of news but mainly expressing the opinions of publication or a contributor. Soft Selling It means couching the selling message in a subtle or oblique way, as against a blatant or hard selling approach. It is known as low pressure selling. Solus Position It means position of isolation i.e. separated from any immediate, especially competitive, announcements of poster or press advertisement, for instance.

Sound Track It is the narrow area running alongside the film which carries the sound recording. It refer to the actual sound recording itself. Space It is the term which is used to describe pages available for advertising purposes in a publication; constitutes the product available for safe text matter has been accommodated. Span of Control It means breadth of control, measured in numbers of personnel and the rigour of their duties, which a manager or executive may supervise effectively. Special Feature It is a part or portion of a publication, or a separate publication, devoted to particular event or interest ostensibly for readers benefit but often to attract associated advertising expenditure. Speciality Advertising It involves imprinting the sponsors name or even a short ad message on novel or useful articles. These include calenders, pens pencils, desk-pads, paper-weights, ash-trays, drinking cups and glasses diaries, shopping bags, memo pads, balloons, rulers, key rings, small gift items and a host of other articles. The main purpose of Speciality advertising in the reinforcement of brand names of messages already seen in other primary media. The great advantage of these apparently minor media is that they are lowcost and effective reminders of the companys name. Waste in such advertising is usually minimal since carefully selected articles can be sent or handed to target groups. Speciality Goods Speciality Goods are those goods which are not always available in conventional outlets and sold direct to the home from leads obtained by advertising, such as double glazing, encyclopedias, insurance. It requires speciality salesmen. Speciality Salesman

It refers to sales personnel who are usually confined to one product or at most a limited range of products and frequently where there is a once-only selling opportunity or at least little likelihood of a repeat sale in the immediate future. Special Position It means insertion of an advertisement in what is regarded as a distinctive position in a publication, e.g. outside or inside covers, facing matter. Such a selection frequently involves a higher charge being made to the advertiser and advance action on his part to secure it. Specification Specification in marketing concern with the specified characteristics and performance required of a product, expressed in quantitative as well as qualitative terms. In production terms, specification is a schedule of parts or a list of ingredients from which a product is manufactured. Specific Offer It means precise proposition by the seller with a view to securing a contract to use or purchase a product or service. Spectacular 1. It is the huge, outdoor electrically illuminated sign. 2. It is direct mail piece. 3. It elaborate special TV programme, irregularly scheduled. Spike It refers to disregard a news item. Spinarama It is a triangular poster with three faces spinning from central pivot; usually located in shopping centre or precinct. Splash

It is the main news story which is associated with front page of newspapers but not exclusively. Split Credit Sales It is the division of credit between salesmen for business obtained, where orders are secured from one sales territory but delivery is required on another. The arrangement may also apply to orders booked via a head or branch office which are then delivered in one or more sales territories; such apportionment assists in the compilation of sales statistics and comparisons as well as the payment of appropriate commissions to the salesman concerned. Split Run It means, when the identical publication is printed and distributed in two or more separate production runs and deliveries to facilitate the insertion of different advertisements in each part run. The arrangement is often used to compare the measured effects of alternative pieces of advertising copy. Sponsored Book It is the book which is specially produced for an organization, which undertakes to meet all or most of the production cost to the publisher, such publications being produced for public relations purposes. Sponsored Events Sponsored Events in marketing means a part or portion of a public relations programme to emphasize the name of an organization or product in a favourable light by paying all or some of the costs of a public sport or spectacles, e.g. ticket or motor-racing. The technique can be used in relation to any event which is likely to be patronized or otherwise come to the attention of the particular public the organization desire to influence. Sponsored Television It is the television broadcasting method where time periods are bought by companies, who then provide their own product, director, and artists for a show and during broadcasting advertise their company products. Major method used in USA but not allowed in the UK. See also spot advertising. Spot It refers to single television advertisement appearance.

Spot Lengths It is the standard times for television commercials, e.g. 7,15,30,45 and 60 seconds; 30 seconds being the base time. Spread It means two facing pages in a publication over which one advertisement may be printed. Stable Market It shows the market where the volume of sale show little change when prices vary. Associated, but not to be confused with those products known as staples. Stamp Trading It is the incentive vouchers, generally in the form of stamps, issued by retailers in relation to value of purchase to encourage trading loyalty; stamps may later be redeemed for cash (all legal requirement), or goods chosen by the consumer from a catalogue and collected from a stocking and display point. The practice has been outlawed in N.America where it was found to be subject to abuse. Stand Out Test Stand Out Test in consumer goods marketing, is a package on shelf store test to determine how well the designed package shows up when compared with competitive offerings in close proximity and display. Standard Error It means measurement of accuracy of statistical measurements of sample. Expressed in two dimensions; the parameters of accuracy and the confidence level at which the study was undertaken. Standard Industrial Classification (SIC) It means comprehensive listing and coding of industries and services by the UK Governments Central Statistical Office (Central Office of Information), and published by Her Majestys Stationery Office (HMSO).

Standardized Sales Presentation It is the prepared sales sequence following a definite course of action developed by experienced sales personnel for the benefit of new or inexperienced recruits. Staple Product Staple Product are those products which are essentials, inconstant demand, such as bread, milk, cigarettes, etc. Star It is the expression which is used to describe highly successful, profitable products which have established competitive track records. Starch Ratings It is the process of measuring advertisement effectiveness in the USA. Statement It is the financial or fiscal document which shows the net total of outstanding accounts owing to the seller by the buyer after taking into consideration all due allowances and payment received. Usually but not always a monthly issue. Static Market It means market which has a pattern over time substantially free from fluctuations, particularly of volume. Status Inquiry It is the form of checking upon the credit worthiness of a prospective customer, It is also called as credit rating. Status Symbol 1. It is the non financial incentives which is offered to salesmen. 2. The prestigious products which is bought more for purposes of ostentation than for their

utility; buyers may or may not make extensive use of such purchases. Statute of Limitations It means fixing period within which outstanding debts may be legally collected, outside such period the indebtedness lapses. It refers to UK legislation. Sterotype It means printing plate cast in one piece from a matrix or mould. Sterling Area It is the group of countries using the British pound as a reserve currency, agreeing to permit free transfer of funds amongst members and to operate joint control over exchange of sterling area currencies for other external currencies. Sticker Sticker means label, poster or other printed sheet intended for sticking on window, letter, envelope or other medium for display purposes. Still It is the single frame printed form photograph used in a continuous film. Usually refers to a photograph rather than a movie-film as such. Stimulus It initiating step or incentive intended to provoke a predictable response. Stockist Stockist is the stockholder of a particular range of goods for sale on behalf of a specific supplier. Stocktaking It is the physical or manual counting of trading stock. It is sometimes used to describe an inventory, it includes the counting of all assets within the film and not just stock.

Stock Turn It is the rate at which trading stock is sold and replaced. Stop Motion It is the photographic technique for animating inanimate objects. Store Demonstration It means public demonstration of machines, product, or equipment held in a store. Store Traffic It means number or extent of people coming into or passing through a retail outlet. Story Board It is the sequence of sketches which is designed to show the main elements of television or cinema commercial. Strategic Pricing It is the practice for establishing the optimum price at which a product is to be offered to the market. Strategy It is the plan, sometimes in outline only, for reaching certain objectives, usually quantified and more often on a relatively long time base. Stratification It means structuring requirements or process laid down within a research survey questionnaire for the uniform control of interviews in such a way as to permit reliable summaries and comparisons of results to be drawn up.

Strawboard It is the paperboard manufactured form straw rather than woodpulp. Generally used in box making and book covers due to high rigidity. Strengths and Weaknesses This term is used to categorize elements and characteristics of products or organization to assess positive and negative features, particularly for competitive comparisons. Strike Through It is the print on reverse side of a sheet showing through. Stringer Stringer is an assitant to correspondent in media. Stuffer It is the piece of publicity matter intended for general distribution with other material such as outgoing mail or goods, e.g. envelope stuffer. Style It means rules concerning spelling, grammar, punctuation, and layout in publishing or broadcasting material. Sub 1. The preparation of copy for publication. 2. Abbreviation for sub-editor. Sub-Head It is the bold type in or preceding a line of printing but inferior or secondary to a main heading. Subliminal Projection

It means delivery6 of an advertising message below receivers level of awareness, but which register in the subconscious. May be visual or audio or both. The use of subliminal advertising is illegal in the UK and a number of other countries where it is not regarded as a fair means of exercising persuasive influence. Sub Sample It is the subsection of a sample. Subscribed Circulation It is the part or a portion of a publishers circulation which is paid for, as opposed to being distributed free to charge. Suggestion Selling It is the presenting selling arguments by suggestion, whereby the prospect may feel he has arrived at a conclusion it favourable to the selling agent as a result of his own persuasions. Super Market 1. It is the self service store of over 2000 square feet and having three or more check-out points, mostly having a wide range of fast-moving merchandise, including a high proportion of foodstuffs, usually at premium prices. 2. It also refers to site where many traders operate their business on their own account under the same roof. Supersite It is the huge tailor-made poster or displays, often hand-printed or cut out so as to give a three dimensional effect. Supplement It is the special feature section of a publication. Swatch It is the sample of ink, paint, plastic, fabric or other material for purposes of colour matching.

Switch Selling In Switch Selling an inferior, non-existent or non-available product is put on offer in very favourable circumstances in order to draw the attention of potential customers to whom an alternative but less commercially attractive proposition will then be made. Rendered illegal by an order under the Fair Trading Act, 1973 and also outlawed by the British Code of Advertising Practice. Symbol It is the distinctive sign or graphic design denoting a company or product. Often a pictorial presentation of a company or product name. Symptom 1. It means deviation from normal, suggesting a problem. 2. It is a characteristic of a situation. Syndicated It is the multiclient project with no one client exercising exclusive rights. Synergy It is the term which is used to identify the condition where the combined effect of two or more courses of action is greater than the sum of the individual parts. In marketing, frequently applicable to the measure of overall effectiveness through the co-ordinated operation of the many elements comprising the marketing mix.

Jargons in Advertising

Tabloid It means newspaper with a small or a part of page area. Tabulation Tabulation means putting data into tables, generally of a numerical order. Tachistoscope It is a projection device in a advertising research which is used to measure the thresholds at which the features of an advertisement are registered. It can be used for measuring visual impact of an advertisement when exposed for only a short time. Tactical Pricing It means short term variations or differences, usually, deductions in price, to stimulate sales. Tallyman Tallyman is a collection agent for loan insurance companies. Target Audience Target Audience is a group of people, or segment of a market to whom an advertising appeal is specifically addressed. Target Group Index (TGI) It is a continuous survey of adults in which their purchasing habits in detail are related to their media exposure, thus facilitating accurate media planning. Target Weights It is used for weighting advertising expenditure; a means of varying expenditure according to the influence of demographic factors.

Task Method It is the means of calculating the budget for an advertising campaign by relating it to the objective(s) to be achieved, rather than by using any given amount of money arrived at in a more arbitrary fashion. Tax Incidence It is the point where ultimate tax burden is located. Tax, Turnover It means tax levied as the proportion of the price of a commodity at each level of distribution. It is known as VAT (value-added tax). TC It stands for Till countermanded. Stipulation in contract that it will run until stopped by the advertiser. Tear Sheet It is a press advertisement torn from a newspaper or periodical and sent to an advertiser as evidence or a proof of its publication. Tear Strip It is a strong membrane in a head-sealed package which, when pulled, is intended to cause the package to open easily. Teaser It is an advertisement which by withholding information about the product and/or sponsor, is designed to arouse widespread attention through the operation of curiosity. Often takes the form of a poster or series of posters. Technical Press Technical Press means periodicals dealing with technical subjects. Usually grouped together as trade & technical, referring in effect to all publications directed to a nonconsumer public.

Telegenic Telegenic means characteristic of a person whose features will appear attractive on television. Telephone Answering Service It is the mechanical or manual servicing of calls or inquiries through the telephone network. Telephone Selling It is a selling operation in which the telephone is used to contact potential customers, and to solicit orders without any personal call upon customers premises. Television Audience Surveys/TRP Reports There are three methods for conducting television audience surveys are: the recall method, the consumer panel and tammeters (television audience meters). Tammeteres (or people meters) are used widely in the West to record the time when the television set is on; the meters, however, do not record who was actually watching at the time the set was switched on. The meters are connected directly to telephone line, and these in turn to central computers. Generally, this mechanical recording is combined with panel surveys and interviews to obtain a clearer picture of audience response. Meters have not been introduced in india because of the expense involved. AIR, Doordarshan and some market research agencies use the consumer panel method. A panel of respondents are requested to keep a record of their viewing over a certain period. The method has its weaknesses in terms of reliability and validity. Since the panel member has to keep a record of his viewing habits, there is very likelihood that he will watch more programmes than he would normally like to; the desire to please the marketing agency cab be very strong. This is equally true of the personal interview as a method of evaluating viewer reactions. The recall method, claims MRAS, a marketing agency in Bombay, suffers from none of the drawbacks of the consumer panels and the meters. The justification for using it is because this methods has been used for many Years in Europe and United States to monitor viewership, and especially by the BBC. MRAS conducts a national TV viewership audit every month for the benefit of advertiser. It rates television programmes according to popularity. Television Consumer Audit Television Consumer Audit means organization of a sample of viewers who report findings and thus enable television impact on population to be measured.

Television Rating (TVR) In a television rating one TVR represents 1% of the total TV audience expressed in terms of homes or individuals, so establishing a comparative unit of measure. Television Rating Points (TRPs) It is introduced to assess the viewership of DD programmes by IMRB. The TRP survey conducted in 9 major cities of India. The TRP system launched as a panel system has become "the currency for buying and selling air time". The data is collected on a weekly basis. The panel consists of 3124 adult members. Each panel member records the viewership of different TV programmes in the diary specially given to him. The data is then analyzed. The panel has two groups: Primary audience of adults from TV-owning households and Secondary Audience of adults from non-TV owning households but who watch TV at least once a week. Programmes rating point is the percentage of panel members who viewed that programme. One TRP is equal to one per cent of TV audience. To illustrate, if Ramayana gets 75 TRPs it means 75 per cent panel members watched Ramayana during that week. TRP Weekly Reports provide data on weekly viewership citywise for different programmes. The data is broken down for both the primary audience and the total audience (primary audience plus secondary audience). T.R.P. Monthly Reports give data of frequency of viewing, overlapping of viewership amongst programmes, cumulative reach for different episodes of the same programme. They also give viewers profile. TRP reports are a good help for media planners. DD ahs also started compiling TRPs based on panels from 16 cities, apart from metro ratings. Ratings are done weekly. Temporary Exports It means samples or exhibits required or needed to be re-imported within an agreed period of time. Ten Commandments of Outdoor Creative There are ten considerations that should go into the making of outdoor creatives. 1. A message should be big consisting of 3 5 words. 2. It should be legible. Capitals are used for display headings. Lowers case a suitable for longer head-lines and sentences. Ornate lettering may reduce legibility. The minimum type height on 3.The colours are used to contrast each other. Complementary colours, like red, green are not readily visible. a normal 20 x 10 hoarding should be upwards 30 cms.

4. Build a uniquely recognizable format or layout and repeat it often enough. It requires briefest eye contact to identify the brand. 5. The brand name works harder if it precedes the slogan. 6. Graphics are used to organize the text. 7. The key word or phrase can be highlighted in a colour box. 8. Faces used should not overwhelm the brand name. The pictures that are most effective are pictures of ordinary people. 9. Teaser campaigns can be effective in outdoor, although they account for a small proportion of outdoor campaigns. 10. The disruption of expectation: The consumer today enjoys a challenge and has the ability to deal humourous the creative execution Tertiary Readership It indicates readership of a publication seen casually during or while waiting for some other activity, normally outside the home, e.g. at hairdressers or surgery. Test Close It means requesting the consumer to place an order for the purpose of establishing the extent to which he is ready to purchase and thus enabling the interview to be conducted economically. Testing the Product It refers to putting it on trial in terms of its functional utility, benefits and the impression it makes on the buyer. In marketing, the inescapable truth is that a product is what the consumers perceive it to be. It means that the perceived value of the product has greater weight than the features that the product really has. It means conducting tests in the laboratory and conducting experiments on the product, to explore the possibilities for improvement in quality, design etc. Image Tests: It is essentially market tests concerned with market trends, and the changing expectations of the prospects. Test marketing helps one to evaluate alternative strategies with regard to the product in terms of the marketing mix variables. with the abstract. The more innovative, the intriguing and the more more media weight it requires. of an outdoor ad is, the less media weight it needs. Conversely, the more mundane the creative the

Most of the tests are conducted by marketing research experts or consultants of advertising agencies. Testing the product is a highly specialized task. It requires trained investigators as well as modern techniques of statistical analysis. Test Marketing It is a method or process of testing a marketing plan on a limited scale, simulating as nearly as possible all the factors involved in a national campaign; usually carried out in a restricted but representative location, often a particular TV region. This process enables a marketing company to achieve or obtain an indication of likely market acceptance without the full commitment and expense of a national launch. It also exposes the product and the plan to competitors, and consequently the results of the test can seldom be regarded as absolutely conclusive. Testimonial Advertisement It is a piece of promotion, which uses the implied or explicity patronage of a product by a well-known person, or organization. Tetra Pack It is a four sided container usually constructed from waxed paper and designed for dispensing liquids. E.g. milk, frequently in portions for individual serving. Text It is a solid typematter as distinct from headlines. Theme Advertising It is an advertising, normally of an above-the-line character. Threshold Goals Threshold Goals means Minimum level of achievement acceptable. Thumb Nail Thumb Nail means miniature sketch.

Thurstone Differential Scale Thurstone Differential Scale is also known as Thurstones Equal Appearing Interval scale. In the 1920s L.L Thurstone suggested this scale. The assumption underlying this scale is that people could distinguish differences between attitude statements and they could identify items that were close to halfway between them. A large number of statements are collected (say 100-200) relevant to the attitude under investigation. Then a panel of judges (20 or more) is asked to rank the statement falls into 11pile. The sorting is such that the most unfavourable statement falls into pile 1 and the most neutral statement falls in pile 6 and most favourable statement falls in pile 11. Once these judgements are made the researcher eliminates those statement which have a high variability, i.e., they have widely scattered ratings and so have been placed in a large number of piles. Scale value for each remaining statement is determined by computing the median of the distribution of the judges ratings for each statement. From each pile 2 statement are selected Thus totally 22 statements are selected (2 from each 11 piles). It composes the final scale. Items with narrowest range of ratings are preferred. Once the final scale is ready, the respondents are asked to indicate agreement or disagreement with each statement. The scale has randomized statements. The underlying value of the statement is not revealed. Respondent is assigned a score-median or a mean of the items he has checked. A subjects total score is arrived by summing up the median value of each statement with which he agrees. If the scale is well constructed, it is expected that the subject would agree with the statements which are close in scale value. If he agrees with statement which have wide range of values, he is assumed, he is assumed to have an unorganized attitude towards the topic. It is not very popular instrument for attitude measurement because a somewhat longer time and a great deal of effort are required to construct and administer the scales. Time Length It means time of a commercial spot in television or radio. Time Segment Time Segment means periods of time in television broadcasting during which commercials are booked. Often, each time segment has a different charging rate as audiences are constantly changing during broadcasting periods. Tip-In It means insert, smaller than page and not bound in.

Title or Credit Title It means list of executives and performers in a television or film programme. Total Audience package (TAP) It is a Commercial spots which is spread across time segments, usually at discretion of media owner, throughout broadcasting hours. Total System It means service offered by British Rail involving a tote bin specially designed for the transport of goods in bulk. Particularly applicable to movement of materials in granular, powder or liquid form. Trade Fairs It is a fairs which is held in a selected national-market to show and promote goods made in another country or made under licence or other arrangements in the country concerned. Trade Marks Trade Marks is a name, symbol or other device identifying a product, officially registered and legally restricted to the use of the owner or manufacturer. A brand name varies from a trademark in that it is that name, symbol, term, sign, or design which can be vocalized or which is utterable. Most manufacturers use both brand names and trade marks. Every ad should contain the trade marked because the advertiser wants the consumer to remember it. It is the trademark which is an imp0ortnt element in the proudest brand image, and therefore, it is essential to have distinctive and easy to remember trademark. In additional to brand names and trade marks, many marketers use trade characters, which are nothing but various symbols in the form of animals, people associate their products with themselves with the objective of enhancing their memorability in the consumers mind. Airlines normally have a trade character of one type of bird or the other, indi9cativei of its flights, which are as smooth and perfect as th9ose of birds. Of couse, Air India has the trade character of the Maharaja, which indicates the royal touch in its services. Trade characters do have an advertising significance; and they, too, appear in advertisements. Trade Marks and Brands A brand means a symbol of a sign, which is adopted by a manufacturer for his product. It is used by an organization while marketing a product.

A brand is a device by which personality is given to a product. It creates an image. It is an attempt to isolate a part of the market by creating a brand image. Customer remember a product by its brand. Branding is a commonly accepted technique for product differentiation. Product research is concerned with branding because a brand is a deciding factor in the marketing of that product. Brands are the passports to exclusive or protected markets. Trade Marks and Brand Names For developing marketing strategy for individual product, we have to decide about branding which can add value to a product and hence can be an integral part of product strategy. First we shall understand the key words, brands and trademarks. Trade marks and brand names are much more than mere signs, symbols or names. They communicate a lot. The brand has a great marketing significance. Brands are sold at retail stores and not the physical product. At retail counters, people do buy "Liril" and not a bath soap, "Wills Filter" and not merely a filter cigarette, "Promise" and not merely a tooth paste. A brand name is the title given to a product by its manufacturer, which must be distinguished from the trade name, which is the name of business firm. For example, "promise", "odomos," "odonil" are the brand names of the products manufactured by Balsara. The trade name is "Balsara. The brand name of a product is as necessary as the name for a newborn child for identification and communication purposes. Advertising would also be straight forward and effective if the product is called by a name which is easy to remember. With a name, the marketing communication about a product or idea becomes easier and expeditious. Basically, the brand helps in identifying a companys product. Customers often specify the product by its brand name while purchasing it. The giving of a brand name to a product is often a complex activity. This is true while choosing a trade mark. A good brand name or a trade mark, should have the following qualities. 1. It should be distinctive. There are many overworked names and overused symbols in a market. A unique and distinctive name or symbol is not only easily remembered but also distinguishes the product from competitive brands. "Northstar" shoes have a distinct name. 2. It should be suggestive. A well-chosen name or symbol may be suggestive of quality, or may be associated with superiority or a great personality. The name "VIP Classic" for travelwares is suggestive of a superior quality for a distinct class of people. "Promise" is suggestive of an assurance of tooth health. 3. It should be appropriate. Many products are surrounded by a several mystique in the minds of consumers. "Carefree" is an appropriate brand name of a sanitary towel;" Superphone" for office communication system; and "Director" for a magazine for company directors, presidents, vice-presidents, executives-these are a few examples of the appropriateness of brand names.

4. It should be easy to remember. Trade marks and brand names should be easy to read, pronounce and easy to spell. "77," "Gold Spot" "Charminar," "Thums Ups" these are examples of brand names that can be easily remembered. Brand names chosen sometimes are based on family name, for example, the brand name of "Khaitan" fan is based on the founders name, "EXXON" and "Kodak" have an interesting history behind them. When the ESSO chemical Company found it necessary to change its company name, the computer was fed various vowel and consonantal combinations, and 44,990 four-letter and 50,000 five-letter combinations came out. EXXON was finally chose because it has distinctiveness and graphic design possibilities. Kodak was coined by George Eastman in 1888 because he liked the letter "K" and wanted a name which could not be misspelt. Trade Press It strictly referring to periodicals dealing with specific or particular trades. Trade price Trade Price means discounted price for the benefit of another in a trading position and not usually open to a consumer. Trade Promotion It means mounting a marketing campaign to the retail trade in an effort to persuade retailers to stock and display the companys products Trade Show Trade Show means synonym for exhibition, but often sued to describe an exhibition for non-consumer markets. Trade Show, Exhibitions and Fairs It offer an excellent opportunity to manufacturers to display their products and to demonstrate their use and value. Manufacturers can buy display spaces or counters at reasonable rates-perhaps more reasonable than the exorbitant media rates for advertising. At some exhibitions and trade shows, sales counters too may be rented. These occasions attract people interested in particular types of industrial products. For example, The National Book Trust organizes book fairs regularly. Other trade associations

too hold annual exhibition or fairs in different parts of the country. Travel fairs, leather fairs, electronics fairs and technology fairs have become the rage-often with the sole purpose of exploiting manufacturers weakness for displaying their products where the competition is is a strongest. Transfer Prices It is a special prices which is charged to an associated company carrying no profit and usually making no allowance for marketing costs, e.g. delivery. Transnational It is a new term or concern which is applicable to companies transacting or managing business across national boundaries on a large scale. Transport Advertising It is a special form of poster advertising sited on or inside buses, main line and Tube railway trains, or other forms of transportation, e.g. taxicabs and trucks. It also refers to posters exhibited at railway stations, bus stops, airline terminals, seaports and the like. Trans-Shipment Trans Shipment means goods transferred to another vessel to complete the journey to their ultimate destination. A means of diversion from main transport lines to more isolated places. Travellers Cheques It is a personalized credit forms which is issued by banks, usually for overseas travel and redeemed by signature. Replaceable in the event of loss, they reduce the necessity for holding large amount of currency, which involves greater risk of loss. Travelling Exhibition It is an exhibition designed or planned to be fully mobile. May be generally mobile on a planned circuit, e.g.; by road, or confined to a rail or sea network, e.g. exhibition train or ship. Treatment

It is an sequential descriptive document in film making, giving a detailed outline of the form a film is likely to take. Used generally with same meaning in relation to any form of planned communication. Triad Triad means test of selection, generally from three products offered to informant-one differs in some way from the other two-with an invitation to choose the one preferred. Trial Close It is an attempt by salesman to close an interview or assess the direction in which it is progressing by asking specifically or even indirectly for the order before the proposition or demonstration has been completed. See Test close. Trial Order It is small order which is placed to judge the value or quality of a proposition, prior to placing a substantial order or sequence of orders. Triple-Association Test (TAT) Triple Association Test is the test which measures the degree of brand learning among its users. The advertiser attempts to know consumer association of brands with some benefits or the other. In the triple-association test, the respondent is provided with clues or idea with which he is asked to associate a brand name. For examples, "which toothpaste advertises superwhitenning paste and mouth was in one?" If the respondent says, "Close up," then it is correct to say that he has made the right association between the brand name of the toothpaste and its advertisement theme. The proportion of correct answers is a measures of how effective the advertisement has been. Another example of the triple-association test is, "which advertiser advertises that a fridge is a refrigerator and water cooler too?" If the respondent answers "Zenith," then we can rightly say that Fedder Lloyds popular advertisements has succeeded in enabling the prospects to learn the brand name through an effective advertisement theme. The test may be modified to suit newspaper, radio or television advertising for the measurement of consumer awareness and for determining the advertising stimuli which may pertain to product features, packaging, price, easy availability and a variety of other promotional appeals. Recall tests (whether aided or unaided) are simple to conduct and economical too. They measure to what extent the ad has penetrated (its ability to communicate) in the consumers mind. But a high recall score does not necessarily lead to the buying of the product. It shows only that the consumer is impressed by the ad and so has limited value.

Tube It is a cylindrical pack which is made from soft metal, e.g. for toothpaste, rigid metal, e.g. for cigars, plastics, e.g. for cosmetics, or fibreboard, e.g. for maps. Tube Cards It is a type of advertisements which is inside railway compartments, particularly associated with Greater London Tube train network. Turn It means continuation of a news item in another column or page. Turnkey It is a commercial or industrial contract which involves certain suppliers of specialist skills to subcontracted by the main supplier. Turnover, Rate of It means number of times the average value of stock is sold during a period. Formula for calculation. Value of sales at cost -------------------------------- x 100 Average stock at cost Turnover of Salesman It means number of salesmen leaving employment of a company during a certain period of time, usually expressed as a percentage of the sales force. TV Commercial Spots

Apart from adopting a particular or specific format, a good balance and mix of video and audio parts are equally important. The demonstration format is one of the most potent, utilitising sight, sound and motion presentations of television broadcasting. The demonstration format is one of the most potent, utilizing sight, sound and motion presentation of television broadcasting. The demonstration format may, however, be combined with the dramatization, the personality and even the song-and-dance format to make it more effective and attention holding. Well-known professionals in advertising Copywriting are of the opinion that "demonstration" and "simple" are the keys to effective TV commercials. For illustrative purposes, three TV commercials have been given in the annexure at the end of this chapter, showing details of the video and audio parts. The commercials are on VICKS ACTION-500 and VAPO RUB, and CLEARASIL. The first two are medical preparations for cold, whereas, the last one is a product which claims to cure facial pimples. Amongst a well-produced commercial or TV screen these days, we can refer to the Nirma detergent cakes commercial. Sangeeta Bijlani graciously washes clothes. Its weight is shown (150 gms). The effect on clothes is shown. The economical character of the cake is highlighted (piggy-bank is shown as a saving symbol). The word jhag with a visual is the most important selling point of the commercial. The jingle says Iske jhagne jadu kar diya. The singer also places a peculiar accent on the word jhag (foam or lather). Hindustan Levers commercial on Surf where Lalitaji, the no-nonsense housewife lectures us on the difference between sasti cheez or asli cheez (cheap thing and the real thing) is also equally well-made commercial. The young and attractive model who plays Lalitaji is Kavita Chowdhary, the Surf girl. TVR It means television rating which indicates coverage of target audiences by individual programmes or advertisement on commercial television. Two-Colour It means number of colours used in printing an advertisement or publication. Generally black plus one other. Type Area It is a space which is available on a page in a publication for printing. Typographer Typographer is a person who frequently but not always an employee of an advertising agency, who produces type layouts or type markup, i.e. accurate specifications from which a printer can carry out typesetting.

Jargons in Advertising

U
Ultimate Consumer Ultimate Consumer is an individual or persons who actually consume or use a product or service, as distinct from the shopper or buyer who may be no more than a purchasing agent, such as housewife. Unaided Recall Tests Unaided Recall Tests in the Daniel Starch method, and GRI test, the respondent is given clues for recalling the aid. In unaided recall tests, the respondents are not given any help to recall the ad. Thus it is more demanding than the aided recall, and shows a greater degree of penetration of the ad. Unilateral It is one sided proposition, decision, or agreement. Unique Selling Proposition (USP) It means product benefit which can be regarded as unique as a primary selling argument. Unit Pricing Unit Pricing means pricing each item so that the price by volume or weight is clearly indicated. Makes price comparison easier for the shopper and has been the subject of regulation by the office of Fair Trading and the European Community. Universe Universe means Population from which a research sample is drawn.

Unloading It means disposing of goods in a market at a low or concessionary price. Upset Price It is the lowest price at which negotiations can begin. Often used in auctioneering as the price from which bidding is invited. Usage Pull It is the technique ascribed to Rosser Reeves in USA, to discern the proportionate difference in usage of a product as between those who are familiar with its advertising and those who are not. Utility 1. It means Psychological satisfaction obtained from purchase-the converse of the modern use of the term as defined in. 2. Below. (2) adequate to perform a prescribed function without elaboration. Utility goods prevail during emergency conditions, e.g. war.

V
Vacillating Customer Vacillating Customer are those customer who are unable or unwilling to determine own needs when presented with positive proposition. Valued impressions per Pound (VIP) 1. It can be calculated on the basis of the number of readers dividend by the advertising rate. The VIP index shows how many readers are bought for a given sum of money. 2. Weighted media target multiplied by media weight and divided by cost of advertisment.

Vehicle It is a specific or particular publication or channel which is used to carry advertising message. Vehicle, selecting of It is the second step after media selection, it should be appropriately selected. So, if the media selected is television, the media planner has to decide the kind of programme the clients advertisement should precede or follow. Should it, for instance, a film-oriented programme like. Chhaya Geet, or a current-affairs programme like The World This Week or Focus, or even a popular soap opera or sitcom? A important consideration in the selection of a vehicle is its public image, and the content of the specific programme, or magazine or newspaper. There needs to be a consistency between programme content and the product advertised. It shows poor planning and taste if luxury product are advertised in television programmes for farmers, for instance. A second consideration is the kind of audience or readership that the vehicle is popular with. Childrens magazines, for example, are considered ideal vehicles for advertising toys, sweets, and childrens books. Several weekend newspapers carry supplements. Products targeted at urban children and educated urban women have a place in such vehicles. A third consideration is the data available on the vehicles of different media. Data about circulation and readership is not available for all press vehicles; audience composition for radio, TV, or video programmes are not easily available. One has frequently to go by rating arrived at by market research organizations. Much of this data is, however, very expensive and available only at irregular intervals; and their reliability is often in doubt. The media planner has, therefore, to go by available data and by his own hunches. Vehicle selection models are far too mathematical and quantitative to yield useful information. Further, research on the effectiveness and reach of media vehicles is extremely limited.

The most vital consideration is the vehicle costs or rates. It is difficult to compare costs of reaching audiences for radio and television with readers of newspapers and magazines. Generally media cost are calculated in terms of CPM rates (CPM is short for cost-per-thousand). The CPM methods relates cost to exposure in terms of cost-per thousand for readers of print media, and the cost per thousand homes for TV, radio and video. Price of a single insertion Cost per thousand = -------------------------Audience in thousands For newspapers and magazines the cost is calculated in terms of what is termed the milline rate. The formula for arriving at this rate is 1,000,000 x per agate line Milline rate = ----------------------------Circulation This formula is useful for comparing the costs of advertising in different vehicles of the print media. The milline rate is the cost in rupees per line per one million circulations. For radio and television, the cost is measured in terms of so many rupees for a ten-second, thirty-second spot, whether the ad is a slide or film. Vehicular or Transit Advertising It is one of type of advertising. Mainline and suburban trains, buses, taxis and autorickshaws provide ample opportunities for advertisers to peddle their products and services. In Bombay, whole buses have been painted colourfully with visuals and message of consumer products like soft drinks, designer garments and even alcoholic drinks (distinguished as soda advertising). Suburban trains offer excellent sites for advertising inside and outside. Godrej advertises its products in permanent sites under drawings of the train routes; other companies book eye-level sites outside trains to advertise consumer products. The advantages of vehicular or transit advertising include the following: 1. Vehicular advertising has a powerful visual impact since bright colours can be employed to show the product to advantage.

2. As compare to electronic or print media it is the cheapest one. 3. Commuters have enough time to gaze at the advertisements while they are waiting at stations or bus 4. Vehicular advertising is an effective reminder medium. The limitations of vehicular advertising are the following: 1. It may be annoy people who are concerned about the environment and the appearance of public transport vehicles. 2. Sometimes people may not pay attention to the advertisements because they are in hurry. 3. Vehicular advertising lacks the selectivity of a specific or particular type of target audience: the ad is status. Vending Machine Vending Machine is purely automatic dispensing of solid or liquid products on insertion of specified coinage. It can be used for services, e.g. laundering. Vendor It can be a person or organization with products or services to sell. Vertical Circulation It is the business publication edited for persons at all levels in a specific or particular industry or profession, e.g. British Printer. Vertical Integration 1. It refers to the merging of companies producing different things but contributing to the same manufacturer. 2. Company operating at more than one level in channels of distribution, typically as both manufacturer and distributor, e.g. Boots the Chemists. ultimate product, e.g. between a car seats producer and a wind screens seen by people of all ages, and educational and socio-economic stops or while travelling.

Vertical Market It is the market in which selling of a product or range of products restricted to one type or classification of market. Compare with Horizontal market. Vested Interest It means material involvement of a person or organization in the outcome of a venture or the maintenance of the status quo Vet It means study for inaccuracies. Video Cassette Recording It is the recording in which electronic signals representing sound and vision are superimposed upon a magnetic tape contained in a cassette for easy handling. The signals so stored are subsequently available for playback via a television monitor or screen as and when required. Video News Magazines It is the video news magazine is a phenomenon unique to India. It is basically a video cassette of news which could be subscribed to or can be hired. The need for them was felt primarily because television is state-controlled. Objective news on the visual media was, therefore, non-existent. These magazines has a predictable mix of politics, crime, entertainment and sports. These cassettes promised to be good advertising vehicles. However, video newsmagazines would soon become history. The greatest threat to them is posed by the cable TV. Indias first news magazine Newstrack was born in the aftermath of Mandal agitation in 1990. The number of duplicated cassettes was all time high of 10,000. It spawned others like Eyewitness, Observer Channel, Business Plus and India View. The first signs of doom were felt when CNN arrived on the scene in 1991 in the wake of the Gulf War. It is a matter of time since then before the cable TV takes over the home video market. The launch of Star TV in May 1991 delivered a deathblow by launching five channels in a matter of months.

Newstracks duplication figures have dipped to about 6000 since Aug 1990. Advertisements are difficult to come by and they are harder to get. Ideally, to break even, commercials should take 10 p.c of broadcast time. They are getting much less. One specialized segment of video magazine industry is however unaffected- a sports newsmagazine. Video Tape Recording (VTR) It is a recording system in which Pictures and sound recorded magnetically on tape, which can then by reproduced upon a cathode ray tube. Often used for television commercials and programmes but also suitable for many forms of instructional training and evaluation of personnel. Viewdata It means post office variant of ceefax and Oracle sources. Vinylite It means plastic matrix. Visiting Cards It is a business cards which identifying caller usually confined to name and organization but may also include nature of business and occasionally a sales promotion message. Visual It is a drawing or illustration of an advertisement or other piece of promotional material, finished to an adequate standard for presentation to a client. Visual Communication It is based on principle that sight is nowadays the most important human sense of communication, it has four criteria: (1) Identification of target audience; (2) Choice of best medium of communication, (3) Presentation of message in most appropriate form; (4) Correct timing of communication. Visualization

Visualization is a art in advertising. Visualisation, in the most simple words, is the method or process of designing the advertisement. The ultimate outcome of the process of visualisation is the layout. Visualisation is a mental process where the visualiser sees through the minds eye the end product consisting of the arrangements of the different elements of an advertisement or its layout. A visualiser decides about the inclusion of different elements at the beginning of his work. His questions are whether my advertisement will have a headline? Whether there will be a sub-headline? Whether there would be a body copy? Whether to have illustration or a photograph? Whether to include slogan etc. Visual Perception Time It means the time is takes to read a picture. The eye is blind to the unfamiliar. The uninitiated or the unsophisticated (as in developing countries) may not understand elements in a picture if they are new or strange. People who are not used to looking at pictures (or films, video or TV) will comprehend them slowly and, if possible, unfamiliar subjects should be avoided or introduced slowly. Otherwise they will be ignored or misunderstood. Visualizer Visualizer means artist who prepares roughs expressing copy and presentation. It is Oftenly an agency art director. Voice of America It is the overseas United State radio service which is copied from BBC, External Services, but either so biased or suspected of being so that credibility items had to be introduced. Voice-over It means commentary by unseen speaker on film, videotape, TV commercial or TV programme. Volume, High, Low It means product produced in huge quantities over a period of time, such as a popular foodstuff, is a high-volume product. One that is produced in small quantities over shortterm, such as fashion wear, is a low-volume product.

Volume Discount Volume Discount means in TV airtime buying, special discount to agency on large expenditures. Volumes and discounts differ or varying from one programme company to another. Voucher Copy, Control It is the free copies of publications sent to advertising agencies concerned whose voucher clerk checks insertions, positions, colour and reproduction standards before paying bills for advertisements and billing clients. Agency discusses discrepancies or complaints with publisher, partly in clients interests and partly because agency acts as principal. Sent direct to advertiser where no agency is involved. VTP It stands for Viewdata terminal programming.

W
Waistband It is a narrow band of various colour which goes round exterior of bus, used as advertisement space, rear waistband being advertisement space n some provincial buses. Wall Paper It is the method or process of producing colour pages in black and white newspaper. Using photogravure, advertisement is printed in full colour, wall paper fashion without break. When web is fed through magazine to press and black pages are printed, sheets are cut irrespective of design on colour pages with no attempt to match. Wall Street Journal

It is business and financial daily newspaper which is similar to financial Times. Gives statistical coverage of both New York Stock Exchange and American Stock Exchange. Largest circulation newspaper in United States. Launched European edition, edited Brussels, printed Netherlands, January 31, 1983, for distribution in Europe and Middle East While roots American, not restricted to US business and aimed at executives active in international business. In the USA, have 2 million circulations, 6 million readers, 17 printing plants linked by satellite and regional editions. Also publishes The Asian Wall Street journal. Owned by Dow Jones. Europe edition receives news from American and Asian sources in Brussels by satellite. European and Middle East transmitted from Europe to America. New Youk, Brussels. Wants It refers to desires which may not yet be apparent. They may be converted eventually into needs. News wants have to be anticipated by the marketer and satisfied with new products or services. This has happened with colour television, central heating, double glazing, convenience foods and fast-foods catering, models, air travel, VCRs, tape recorders, computers and word processors. Wash Drawing It is a Monochrome drawing which is painted in Grey and black. Waste in Advertising Wastage reduce or deduct the productivity of advertising. It makes advertising less effective, and sometimes even totally useless. Few reasons that are often responsible for such waste are: 1. Wrong targetting: The target audience has not been properly identified, advertising messages are addressed to other than prospects. Right targeting demands right segmentation, choosing a right market coverage strategy, and right product positioning. 2. Wrong Direction: Identification of the right target is not sufficient. The media selected must carry the message to the target audience. Wrong media planning leads to the delivery of the message to wrong targets.

3. Wrong Time Chosen for Advertising: A travel plan to a hill-resort must be advertised in summer to generate maximum response. If we do the reverse, there would be wastage of advertising expenditure. 4. Wrong Policy: If there is no co-ordination amongst the participants in the organization, the advertisement may fail. Imagine a customer demanding, an advertised detergent but not getting it across the counter because the organisation has lagged behind in distribution. 5. Poor Copy: A poorly planned or designed and drafted copy results in total waste. Though the direct responsibility for a poor copy is that of the copywriter and the visualizer, the advertiser also deserves blame because he did not liaise properly with the advertising team. Perhaps the brief was faulty. Perhaps there was no market research, perhaps there was hasty approval. 6. Wrong Space: In case of a outdoor advertising it must be displayed at the right side, or else it would result in wasteful expenditure. To stop advertising wastage and to have some utility to consumers, it must fulfill the following conditions: 1. Advertise must provide accurate and verifiable information about the use and benefits of the product or 2. It must give the exact maximum price of the product (inclusive of all taxes). 3. It should not be unethical, 4. The information provided must enable consumers to make informed choices or decisions in the market place. 5. It must assure consumers of satisfactory quality and service at a fair price. 6. It must respect the social and cultural values of the community. Watermark service advertised.

It is a Papermakers distinguishing trade mark produced by wire design during papermaking. Wear-Out It is the Research problem or weakness that informants may be unable to sustain prolonged questioning, or may fail to respond to tests which place unrealistic demands on their ability ot respond. Web It is the reel of paper or other material such as plastic film to be printed, as used for long runs, principally with rotary letterpress, lithographic or photogravure machines. Newspaper usually print from web. As distinct from printing from single sheets-web-fed instead of sheet fed. Web-Offset-Litho It means Offset-litho printing from a continues web or reel of paper instead of from individual or single sheets. What Formula It is a Components of a news story. What has happened the intro must tell the story in a nutshell; How did it happen? The explanation should follow immediately; Amplify each intro point in turn; Tie up all loose ends. Based on advice originally published in the comppleat Reporter by former printing and publishing Industry Training Board, and reprinted in BAIE Editors Handbook. Wildcat Problem Child Products Wildcat Problem Child Products means ones which need heavy investment to become stars,may be better to concentrate on a few and dispose of others. Willings press Guide It is the comprehensive annual directory to the whole UK Press and principal publication of Europe. Far East and South East Asia, with alpbabetical listing. Thomas Skinner, East Grinstead. Window Display

Window Display means the display of products in shop-windows so that passerby are attracted to enter the shop and buy the product, or at least be reminded of the products, is termed window display. This strategy is distinct from interior display where the products are neatly displayed on counters or racks inside shops. Window display is an effective strategy for gaining the interests and attention of passerby or window shoppers. In Bombay, shoe shop and textile stores are known for their attractive window displays, which are changes at frequent intervals. During festival seasons, window display takes on the character and the colours of the festival being celebrated. Departmental stores exclusive showrooms and shops have innovative windows that attract and urge window shoppers to step in. The idea of imaginative and slickly executed window displays is catching on in Indias city centres. It appears that a new class of designers, specializing in the art of window display has emerged. Show-cases at railway stations and airports serve a purpose similar to shop-window displays. Window Dressing Contest It is a prize scheme to include retailers to give window displays of product and POS material. Window Dressing Service It is a service which is provided by manufacturers who send window dresses to their distributors and arrange window displays of their produces. Window into the Memory It means the single line display or thin window on word processor or VDU, which enables operator to see what is being produced but before it is printed out. Windscreen Stickers It is a type or form of promotion, generally popular in travel and tourist industries, consisting of stickers placed on car windscreen, preferably inside where likely to survive for a long time. Wire Service It is a News Agency service which is like Associated Press. Press Association, Reuters, UPITN, or UNS which send news to newspapers, radio and television stations nationally, regionally or internationally by teleprinter, radio and satellite. Wire-Stand

It means point of sale display device, which sets out product conspicuously on counter or floor space, e.g. dispensers for paperbacks, gramophone records, batteries, musicassettes confectionery. Necessary for supplier to identify brand or company name, as retailers are apt to misuse wire stands to display and dispense rival brands. Wish Image Wish Image means how company wishes to be seen by outsiders. Wood-Free It means free from mechanical pulp. Printing paper made of wood pulp or chemical pulp, which has been cooked to dissolve the lignin which gives browning effect with mechanical paper, e.g. newsprint. Pulp for white papers that stay white. Typical papers, coated wood free, Wood-free Opaques. World Association Test It is a research technique in which respondent is asked to state words, objects or feelings which he or she associates with the given word, e.g. cat and dog, bread and butter, hat and coat. Wordless Advertisements It means there are at times bill-boards with only an inscription like Amul. Otherwise they are totally wordless. Wordless advertising is an example of non-verbal communication. (NVC) and are pictorially-oriented. Air India perhaps has the greatest number of master pieces to its credit in this genre through its bill-board projections starting from the early fifties. Singapore Airlines and some textile companies also attempt wordless advertisements. At one time, Churchills V-sign on posters was regarded as the ultimate in wordless communications, but over a period of time this technique has become much more sophisticated. This technique is used occasionally, and some products are suitable for being tried on NVC basis. World Tourist Organisation It is a Intergovernmental organisation which is linked to United Nations Publishers reports and statistics on growth and movement of tourists. Talks of tourism as social right not as a privilege of well-to-do. Manila Declaration at 1982 WTO conference emphasized intangible benefits of tourism such as improving quality of life and interests of the least privileged citizens in their right to rest. Includes getting to know own country better, as promoted by tourist bodied in many Third World countries where mobility of population is small.

World Trade Centre World Trade Centre is a headquarters of export trade and business firms and organizations including institute of Export London. World Trade Index It is a addresses of firms in many parts of the world. Annual, December. Eagle Publishing Hove. WTO It stands for World Tourist Organization. Writers & Artists Year Book It is a Directory of publishers names and addresses, with other information useful to creative people. A & C Black, London. Jargons in Advertising

X
X-Height It is the height of small letter, without ascenders or descender, e.g. a,e,i. Typefaces with low x-heights are less easy to read as text or body matter type. Xerography It is a photocopying procedure which produces prints image being transferred by light-sensitive electrostatic charge on special base.

Z
Zapping It is also called as flicking. Changing television channels by means of remote control. It enables viewers to change station during commercial break. Challenges agencies to produce zap-proof or anti-zapping commercials, but solution may lie in independent or souls spots instead of commercial breaks containing a sequence of ads, which can be zapped. Zero-Order-Model This type of model is stochastic model which is used in brand choice research, assuming that brand of product lst bought does not influence the buying to be predicted Zero-Price Advertising This type of advertising means distribution of advertising at price which does not cover its, costs, i.e. a zero money price, while the advertised goods are marked up to finance the advertising. Frech and Rochlin maintain that when advertising is distributed at a zero price, the purchaser of the advertised product pays the cost of advertising The consumer does not have the chance of paying the full costs of the newspaper, the advertising and the advertised, based on advertising being a public good. Zero-Rated It means goods or services which are not subject to value Added Tax (VAT). Zipper Tone Zipper Tone means adhesive film bearing tint designs which can be applicable to artwork to achieve shaded effects, especially in letterpress printing. Zoned Campaigns It means advertising campaigns and marketing strategies may be limited to a specific zone or area of the country, perhaps to a television region. This may be to boost sales in a certain area, or to launch a new product on a zonal basis spreading to other zones as sales develop or production capacity is expand.