AAAI Advertising Agencies Association of India; ABC Audit Bureau of Circulation; ASCI Advertising Standards Council of India; ISA

ISA Indian Society of Advertisers; IRS Indian Readership Survey; NRS National Readership Survey; NARB National Advertising Review Board; NARB National Advertising Review Council; AIDA(S) Model Attention- Interest-Desire-Action- (Satisfaction) (Nov./Dec.2005). This model depicts the successive stages a buyer passes through in making a purchase decision. Advertising (Nov./Dec.2005) Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising Agency An independent business organization, composed of creative and business people, who develop, prepare and place advertising in advertising media for sellers seeking to find customers for their goods and services. Advertising Appeal The approach used in an advg. message to attract the attention or interests of the consumers and influence their feelings toward the product, service or cause. Advertising Appropriation (Nov. Dec. 2003) Amount allocated for advertising in an accounting period. Advg. Campaign (May/June 2007) A comprehensive advg. Plan that consists of a series of ad. messages in a variety of media, centering on a single idea or theme. Advg. Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Advocacy Advertising (May/June 2008) Advg. that is concerned with the propagation of ideas and social issues of general importance in a manner that supports the position and interest of the advertiser. Aerial Advg. (Nov./Dec. 2006) A form of outdoor advg. where the message appear in the sky in the form of skywriting. Advertorial (Nov./Dec. 2006) An ad. that is half advertising, half editorial, aimed at swaying public opinion rather than selling products. Banner ad An ad on a web page that may be hot-linked to the advertisers site. Benefit segmentation (May/June 2008) A method of segmenting markets on the basis of the major benefits consumers seek in a product or service.

Big idea A unique or creative idea for advertising that attracts consumers attention, get a reaction and sets the advertisers product or service apart from the competition. Body copy The main text portion of a print advertisement. Classified advg. Advertising in newspapers and magazines that generally contains text only and is arranged under subheadings according to the product, service, or offering, such as employment, automobiles, or property. Clutter The non-programme material that appears in a broadcast environment, including commercials, messages and public service announcements etc. Comparative advg. The practice of directly or indirectly naming one or more competitors in an advertisement or commercial and usually making a comparison on one or more specific attributes. Concept testing A method of pre-testing alternative creative ideas for advertising in which consumers provide their responses or reactions towards the ideas. Cooperative advg. (Nov./Dec. 2006) The manufacturer pays a certain percentage of advg. expense to the retailer or dealer, who advertises the product in a local market area. Copy platform This document specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and any other supportive information or requirements. Copy Testing in Advertising (May/June 2007) Corporate advg. (May/June 2008) Advertising that promotes overall awareness of a company or attempts to enhance its image among target customers. CPRP(Cost Per Rating Point) A calculation used by media buyers to compare the cost efficiency of broadcast programmes that divides the cost of commercial time on a programme by the audience rating. Creative execution style The manner in which a particular advertising appeal is transformed into an ad. message. Creative strategy It determines what an advertising message will say or communicate to a target audience. Creative tactics A determination of how an advertising message will be used so as to execute the advertising strategy.

Creativity It is the quality possess by persons that enables them to come up with unique approaches, leading to new and more effective solutions to problems. Creative brief It is a written statement that guides the creative team for writing and producing an advertisement. It describes the most importance issues that should be taken into account while developing the advertisement. Cross-ruff coupon A coupon offer delivered on one product that is redeemable for the purchase of another product. The other product is usually one made by the same company but may involve a tie-in with another manufacturer. Cross selling (May/June 2008) - Persuading an existing customer to buy another product from the company. CRM(May/June 2008) - Customer relationship management is a broadly recognized, widelyimplemented strategy for managing a companys interactions with customers, clients and sales prospects. DAGMAR (Nov./Dec.2005) Defining Advertising Goals for Measured Advertising Results. An approach used to setting advertising objectives and goals, developed by Russell H. Colley. Deception A misrepresentation, omission, or practice that is likely to mislead the consumer acting reasonably in the circumstances to the consumers detriment. Direct Marketing (May/June 2008) A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction. Direct Marketing Media Media that are used for direct-marketing purposes including direct mail, telemarketing, print and broadcast. Direct Response Advertising A type of advertising that elicits sales response directly. Display advertising Advertising in newspapers and magazines that uses illustration, photos, headlines and other visual elements in addition to copy text. Dissonance/attribution model A kind of response hierarchy in which consumers first behave, then develop attitudes as a result of that behavior, then learn or process the information that supports the attitude or behavior. Effective reach A measure of percentage of a media vehicles audience reached at each effective frequency increase. Emotional Appeals Advertising messages that appeal to consumers feelings and emotions. Gatefolds An oversize magazine page or cover that is extended and folder to fit into the publication. This extends the size of a magazine ad.

Halo effect (May/June 2008) It is the tendency to evaluate one attribute or aspect of stimulus to distort reactions to its other attributes or properties. HUT (Households Using Television) The percentage of homes in a given area that are watching Tv during a specific time period. Image advertising Advertising that creates an identity or image for a product or service by emphasizing psychological meaning or symbolic association with certain lifestyles, values etc. Indirect headlines These headlines do not provide direct information about the product or service or information regarding the point of an ad. message. In-flight advertising A variety of advertising media targeting air travelers while they are in flight. Infomercials Very long TV commercials, 3 minutes to half an hour or more. These are designed to provide more detailed information about a product or service. In-house agency The ad. agency set-up, owned and operated by an advertiser that handles the companys advertising programme. In-pack premium (May/June 2007) A direct premium enclosed in a product package as an incentive for consumer purchase. Integrated marketing communication (Integrated Promotion -Nov./Dec. 2006) A strategic business process used to develop, execute and evaluate coordinated, measurable, persuasive brand communications programmes over time with con summers, customers, prospects, employees, associates, and other targeted relevant external an d internal audiences. The goal is to generate both short term financial returns and build long-term brand and shareholder value. Interactive media Various media that allow the consumer to interact with the source of the message such as Internet or Interactive TV. Interstitial Animated screens, often ads, that pop up momentarily as the computer searches for or downloads information for a requested web page. Jingles Songs or tunes about a product or service that usually carry the ad theme and a message. Jumble display A loose arrangement of items in a display container. Layout/Advg. Layout (Nov./Dec.2005) The physical arrangement of different parts of an ad including the headline, subheads, illustrations, body copy and identifying marks. Media buying services Independent firms that are specialists in media buying.

Media plan A document that spells objectives, strategies and tactics of reaching a target audience through different media vehicles. Media planning & Scheduling (May/June 2008) Media planning outlines how advertising time and space in various media will be booked in advance to achieve the marketing objectives of the company. Scheduling refers to the pattern of advertising timing, represented as plots on a yearly flowchart. These plots indicate the pattern of scheduled times advertising must appear to coincide with favorable selling periods. The classic scheduling models are Continuity, Flighting and Pulsing. Media strategies Action plans for achieving media objectives. Media Vehicle (May/June 2007) The Specific publication or progamme to carry an advertising message. Non-commercial advertising Advertising sponsored by charitable institutions, religious bodies, political organizations or some other non-profit group to persuade people. Non-Product advertising Advertising designed to sell ideas rather than products or services. Objective and task method A method of budget setting that involves determining objectives, determining the strategies and tasks and estimating the costs associated with these steps. Outdoor advertising An out-of-home medium in the form of hoarding. Patronage reward An incentive to the consumer for the regular use of a certain product. Point-of-Purchase promotion(POP) Display or demonstration that takes place at the point of sale. Pop-ups Advertisement windows on the internet usually larger than a banner ad and smaller than a full screen. Positioning Advertising Copy Testing(PACT) A set of principles endorsed by 21 of the largest US ad agencies aimed at improving the research used in preparing and testing ads, offering a better product for clients and controlling the TV commercial cost. Post-tests(After-tests) Tests that are conducted after the advertising has appeared in the market to test its effectiveness. Pre-tests(Before-tests) Advertising effectiveness tests conducted before the implementation of advertising campaign. Price deal A special reduced price that saves the consumers money on purchase of a product.

Psychographics (May/June 2008) - The system of explaining market behavior in terms of attitudes and life styles. Publicity Communications concerning an organization, product, service, or idea that is not directly paid for or under the con troll of the sponsor. Public Relations (May/June 2008) The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and execute a programme to earn public understanding and acceptance. Puffery Advertising that praises the product or service based on subjective opinions, superlatives or exaggerations, vaguely or generally stating no facts. Pulsing A media scheduling method that combines flighting and continuity. Reach The number of audience members exposed at least once to a media vehicle(s) in a given period. Recall tests, what are they used to measure? (April/May 2004) Tests of advertising effectiveness designed to measure ad call. Recall test is designed to measure the depth of impression what an ad leaves on the readers mind; Recognitions Method(Test) (April/May 2004) This is a measure of the effectiveness of a print ad and allows the advertiser to assess the impact in a single issue of a magazine over time or across alternative magazines. Refutational appeal (Refutational Advg. -April/May 2004) In this type of appeal (Advg.) both sides of the issue are presented in the ad messages, with arguments to refute the opposing point of view. Sales promotion (Nov./Dec.2005) All the promotional activities other than advertiing, personal selling, publicity and direct marketing that encourage or motivate the customer or resellers to buy more or buy early through the offer of such incentives as prizes, premiums, discounts, games, sweepstakes, samples etc. Script Written version of a commercial providing detailed description of its video and audio components. Selective demand advertising Advertising designed to promote specif brands of a manufacturer. Shock advertising Advertising in which marketers use nudity, sexual suggestiveness, or other startling images to get consumers attention.

Slife-of-life (commercial) (April/May 2004) A commercial in which the dramatization of a real-life situation is shown where the product is tried and proves the solution to a problem. Speciality advertising An advertising, sales promotion, and motivational communications medium that employs useful articles of merchandise imprinted with an advertisers name, message, or logo. SPIFF It is the push money paid to salespeople of the dealer to push a particular product. Storyboard (Nov./Dec. 2006) A series of drawings used to present the visual plan or layout of a proposed commercial. Sweepstakes (April/May 2004) A promotion in which the prize may be awarded by chance draw without any charge or obligation. Target Rating Points (TRPs) (May/June 2007) The reach of media to number of persons in the primary target audience and the number of times. Teaser advertising Ad primarily designed to evoke curiosity and build excitement and interest in a product without showing it. Tracking studies (April/May 2004) Measures of advertising effectiveness designed to assess the effects of advertising on awareness, interest, recall, attitude toward the ad and intentions to buy. Transit advertising Advertising targeted to audience exposed to ads on buses, trains, or airplanes etc. Unique Selling Proposition (USP) (Nov./Dec.2005) An advertising message strategy proposed by Rosser Reeves that focuses on a product or service attribute that is distinctive to a certain brand and offers a persuasive benefit to the consumer and not claimed by any other brand. Window display A display placed in the window of a retailers shop, facing outside to attract the attention of passers-by. Wobblers A lightweight display that hangs from a wire and bobs or turns with air currents.

Which is the best option in sales Promotion? (May/June 2007) Price deals are probably the most commonly used technique. A price deal for customers means a reduction in the price of the promoted product or service and the customer saves money on purchase. Such a deal is designed to stimulate customers to try a new product, to encourage new users to try an existing product, or to encourage customers to continue product patronage, increase purchase quanity, purchase multiple units and accelerate usage rate, etc. Such deals are

suitable when brand loyalty is low, product category is considered a commodity and price is the primary consideration of the customers. What is the objective of advertisng in the introductory (pioneering) stage? (May/June 2007) To give information about the product; To make the audience aware of the new brand. What are salesmanship and negotiation skills? (May/June 2008) Salesmanship - It is the personal service rendered to the community with the marketing of goods. Negotiation skills Negotiating for win-win; persuasion; bargaining; assertiveness; active listenin; potential responses; clear communication & being focused. Obligations of Advg.(Nov. Dec. 2003) Communication, persuasion, education, expansion of market, entertainment, employment, stimulates competition, raises standard of living & finances mass media. Merits and Demerits of Print media (Nov. Dec. 2003) Merits: Mass coverage, low cost, large space, good for current ads, ad. position choice possible, reader controls exposure, coupons can be inserted. Demerits: Short life of advt., clutter, low education, poor production quality, selective exposure. Characteristics of a good copy (Nov. Dec. 2003) Be precise; be simple; be specific; be personal; be clear; make it possible; make it persuasive; make it believable; keep a surprise in the copy; follow the headline and illustration and make it interesting. Sales promotional tools (Nov. Dec. 2003) Premiums, samples, contests, demonstration, price deals, refunds & rebates, coupons, exchange offers & event sponsorship. Factors considered for selecting an ad. agency (Nov. Dec. 2003) Services offered, location, records & reputation, compensation, personnel, size of the agency, other accounts and media connections. How agencies are paid? (Nov. Dec. 2003) Commissions from media, percentage charges on materials & service purchased for clients, fees charged to clients and cost plus system. How is advertising campaign classified? (Nov. Dec. 2003) On the basis of area Local(retail) advertising, regional, national& international advertising. On the basis of audience Consumer advg., Industrial advg., Professional advg. & Trade advg. On the basis of media Print media, Broadcasting and outdoor advg.

On the basis of functions Direct action & indirect action advg., primary & selective advg., Product & institutional advg. On the basis of stages of Advg. - Pioneering stage, Competitive stage & retentive stage.