Bronis Verhage
ISBN: 9789001818661
http://www.marketingfundamentals.noordhoff.nl
© 2016 Noordhoff Uitgevers bv
GLOSSARY
Chapter 10 Advertising
Product advertising Advertising to make consumers aware of their brands, goods or
services and to inform them of new or improved products (Manufacturers’
advertising).
Collective advertising Joint advertising by competitors in the same sector to stimulate
primary demand, which is demand for the whole product category.
Pioneer advertising Collective advertising used to stimulate interest or demand for a
product in the introduction stage of its life cycle.
Combination advertising Companies that are not selling the same products but have a
common interest – such as retailers in a shopping centre – sharing the costs of an
advertising campaign.
Non-commercial advertising Advertising to create a positive attitude toward certain –
often ideological – matters by non-profit organizations such as government agencies,
civic groups, charitable institutions, and political organizations.
Public service advertising Advertising donated by the advertising industry to promote
activities for social good.
Consumer advertising Advertising targeted at consumers who buy products for their
own use or for household members.
Webvertising Advertising through internet websites.
Business advertising Advertising targeted at organizations and people who buy
products and services for use in business.
Industrial advertising Advertising aimed at those who buy or influence the purchase
of industrial goods and services.
Organizational buying behavior Behavior associated with a group of people
purchasing on behalf of an organization.
Professional advertising Advertising targeted at licensed or accredited individuals,
such as doctors, lawyers, or accountants.
Ma rk eti n g Fu n da m e n tal s, An In t e rn ati o n al P e r sp e ctiv e
1
Bronis Verhage
http://www.marketingfundamentals.noordhoff.nl
ISBN: 9789001818661
© 2016 Noordhoff Uitgevers bv
Informative advertising Advertising developed to pass on factual and verifiable
information about a product or how it is used, appealing to rational rather than
emotional motives (Informational advertising).
Expressive product characteristics Symbolic features such as brand image that help
consumers express their personalities or lifestyles.
Instrumental product characteristics Functional or technical features of a product or
service.
Institutional advertising A type of advertising designed to influence attitudes of
stakeholders, rather than to sell products.
Advocacy advertising A type of institutional advertising designed to react to criticism
or express views on controversial issues.
Selective advertising A type of advertising which seeks to affect the demand for a
particular brand of product or service by promoting its unique characteristics.
Generic advertising Advertising highlighting customer benefits that apply to all brands
in a product category, rather than those that are unique to specific brands.
Theme advertising Type of advertising used to increase familiarity with the product’s
name and package or to enhance its brand image.
Campaign advertising Type of advertising intended to bring about immediate action
by the consumer, and get him to buy the product right away.
Comparative advertising A type of advertising in which two or more brands are
compared, based on important product features.
Broadcast advertising Commercials aired on television or radio, typically called spots.
Print advertising An advertisement on printed paper such as in newspaper, magazine,
newsletters or fliers.
Point-of-purchase advertising In-store advertising and promotional materials such as
wall posters, signs and displays.
Ma rk eti n g Fu n da m e n tal s, An In t e rn ati o n al P e r sp e ctiv e
2
Bronis Verhage
http://www.marketingfundamentals.noordhoff.nl
ISBN: 9789001818661
© 2016 Noordhoff Uitgevers bv
Direct advertising Form of mass promotion sent directly from an advertiser to
individual customers through letters, folders, or a sponsored magazine.
Direct mail advertising A type of advertising, usually addressed personally, that is sent
to individual customers through the mail.
Opt-in e-mail E-mail messages for which a customer has granted a marketer
permission to send these to him on certain topics.
Advertising appeal A product’s unique qualities, such as a key reason for someone to
buy it, that would make effective advertising content and may even be used as a
campaign slogan or jingle.
Unique selling proposition A product’s unique strength that is important to
customers and cannot be easily copied by competitors (USP).
Advertising campaign A collection of different but related advertisements or
commercials based on a single theme, which appear in different media as part of an
advertising plan designed to meet a company’s advertising objectives.
Briefing The client’s instructions to an advertising agency about the company’s
viewpoint, wishes and other matters related to a campaign.
Media scheduling Plan that specifies the timing and sequence for the advertisements
of a campaign, as influenced by purchase frequency, sales pattern and competition.
Concept development The process of coming up with the central theme of an
advertising campaign – consisting of words, images, tone and style – that effectively
communicates the proposition.
Slogan A catchy phrase relating to the marketing message, such as ‘Just do it.’ by
Nike.
Media Television, radio, newspapers, magazines, direct mail advertising, billboards
and other mass media or communication channels through which an advertiser gets his
message across to his target audience.
Media types Visual media (newspapers, magazines, direct mail, outdoors), auditory
media (radio), or audiovisual medial (TV, internet).
Ma rk eti n g Fu n da m e n tal s, An In t e rn ati o n al P e r sp e ctiv e
3
Bronis Verhage
http://www.marketingfundamentals.noordhoff.nl
ISBN: 9789001818661
© 2016 Noordhoff Uitgevers bv
Media planner Person responsible for getting the message to the target audience in
an optimal and cost-effective way through the appropriate media.
Media plan Part of the advertising plan that defines the media objectives and
presents the strategy to achieve them, including details about the budget, the optimal
media mix, and media scheduling.
Target audience The segment of consumers or businesses targeted by a particular
medium.
Reach The number of different people or households exposed at least once in a
certain period to a particular medium or to an advertisement in that medium.
Frequency The number of times a person is exposed to a particular medium or
advertisement within a given time frame.
Communication capability The medium’s effectiveness in conveying a particular type
of message, depending on its technical features (e.g. color graphics) and lack of clutter.
Medium reach The number of people who encounter or have been exposed to the
medium, often expressed as a percentage of the total number of people that could
have been reached.
Total reach The number of people that may have been exposed to a particular
medium at some time in a given year.
Average reach The number of individuals during the publication interval (such as a
week for Time) who may see any given issue of the medium.
Current reach The number of people within a publication interval who see an issue
intended for that period.
Unduplicated reach The total number of people exposed to an ad a single time
(Cumulative reach).
Duplicated reach The total number of people exposed to an ad for the second time.
Coverage The percentage of a target audience that a particular medium reaches
(Target market reach).
Ma rk eti n g Fu n da m e n tal s, An In t e rn ati o n al P e r sp e ctiv e
4
Bronis Verhage
http://www.marketingfundamentals.noordhoff.nl
ISBN: 9789001818661
© 2016 Noordhoff Uitgevers bv
Cost per thousand The cost of reaching 1,000 individuals or households in the target
audience with the advertising message in a particular medium (CPM).
Gross rating points A measure of the effectiveness of alternative media vehicles,
calculated by multiplying reach (expressed as a percentage of the total market) by
frequency (GRP).
Copy test The type of advertising research that focuses on the effect of a message
before, during, and after a campaign.
Pretest An evaluation of the effectiveness of a particular advertisement – or an
element of the message – before it has been published.
Posttest An evaluation of the effectiveness of advertising copy after it has been
published to measure the communication effect.
Recall A marketing research test that measures – through aided or unaided recall
tests – how well consumers can remember a given media message. For example,
consumers might be asked which advertisements they saw yesterday.
Recognition test A marketing research test based on memory in which consumers are
presented with an advertisement and asked if they recognize it.
Sponsoring objectives Key reasons for companies to spend money on sponsorships,
such as to increase brand awareness, enhance brand image, and create goodwill.
Ambush marketing A practice by which a company that is not an official sponsor of an
event or organization tries to associate itself with the event through its own ads, such
as by showing a rock group on concert tour that another company is sponsoring.
Ma rk eti n g Fu n da m e n tal s, An In t e rn ati o n al P e r sp e ctiv e
5