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Glossary
| A B C D E F G H I J K L M N O P Q R S T U V W
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| A |
- Active
Matrix Screen:
- A
computer display, found in notebook computers, that
uses a liquid crystal display. Each dot, or pixel,
on the screen is represented by a separate transistor,
resulting in a sharper, brighter image.
- Address:
- A
label that enables machines on a computer network
on the Internet to identify each other uniquely. An
e-mail address usually takes the form of an individual
name, a group name, and a domain name separate by
the @ sign and periods, such as fortune-letters@pathfinder.com.
- Affiliated
Chain:
- A
group of retail stores who associate with each other
to take advantage of large-scale purchasing or co-op
advertising buying efficiency.
- Affinity:
- A
promotional concept which conveys a "membership" proposition.
"Affinity" credit cards, for example, might feature
the avocations / interest of the prospective cardholder.
- Aftermarketing:
- A
term coined by Dr. Terry Vavra to describe the mix
of marketing techniques deployed after the initial
sell, including customer-retention programs, et al.
- Agent:
- A
program that performs tasks independently, such as
sorting e-mail messages or searching the Web, according
to pre-set preferences.
- Allowance:
- A
discount offer by a marketer to retailer or wholesaler,
usually in return for a specific performance; i.e.
stocking buying, paying cash, merchandising, et al.
- Ambush:
- A
buzzword for a controversial strategy in which to
capitalize on the popularity of an event. Promotions
are conducted in close proximity to that event, creating
the implication that they are officially connected
or sanctioned, but without the marketer having paid
a sponsorship participation fee.
- Animatic:
- An
inexpensive production utilizing still drawings on
film, with soundtrack, for purpose of simulating a
finished commercial or video for testing. If stock
still photography is used, the nickname "steal-a-matic"
is often used.
- Application:
- Computer
software that enables users to perform specific tasks,
such as word processing or desktop publishing.
- Arbitron:
- A
firm which measures and reports the size of broadcast
audiences. (212) 887-1300.
- Aspect
Ratio:
- Ratio
of width to height of a computer display or TV screen.
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| B |
- B1G1F:
- A
marketing abbreviation for "Buy One, Get Once FREE".
Also, "BOGO" A classic promotion technique. Extends
to "B2G1F".
- Back
Card:
- A
point-of-sale card affixed to the back of a dump bin
or floorstand, designed to present an advertising
message at eye level above the product.
- Backup:
- Extra
copies of files and applications created in case the
originals are damaged or destroyed.
- Bandwidth:
- The
transmission capacity of computer connection. Bandwidth
is usually measured in bits per second.
- Bar
Code:
- A
pattern of stripes on printed material, which can
be read by laser beam, and translated to identification
numbers. Example: the UPC code on packaging.
- Batch
Processing:
- A
technique of fulfillment, in which orders are accumulated
and processed in a unified run. Also, pertaining to
the computer processing of data accumulated over a
period of time.
- BDI:
- Brand
Development Index. A volume ratio of the sales of
a brand to a specific sub-population, compared with
a total population.
- Bit:
- The
smallest unit of information a computer can hold.
An abbreviation of binary digit.
- Bit-mapped:
- A
computer graphic composed of dots (pixels) within
a grid pattern. Coded by line and row, with CMYK indications,
it is called a raster image.
- Bonus
Pack:
- A
special packaging that provides the consumer with
an extra quantity of merchandise at no extra cost
over "regular" pack. For example: "1/3 More Free".
- Bps:
- Bits
per second. Describes the transmission speed of a
modem or other communications device.
- Brand
Assets:
- The
consumer equities of the brand, e.g. user base, loyalty,
salience, imagery, and distinction - in addition to
its trade channel relationships.
- Brand
Loyalty:
- An
advertising buzz-word for the outdated theory that
consumers are "loyal" to a particular brand It is
now generally believed that modern consumers have
a mental "menu of acceptable brands".
- Browser:
- Software,
such as Netscape Navigator or Microsoft's Internet
Explorer, that enables a computer user to search for,
display, and download the multimedia information that
appears on the World Wide Web.
- Bulk
Mailing:
- A
large number of identical pieces, delivered together
to the Post Office, to qualify for reduced "third
class" rate.
- Burke
Test:
- A
trademarked name of an on-air copy testing procedure
for television commercials, measuring recall and or
elements of communications. (513) 241-5663.
- Burst:
- A
point-of-sale device usually interrupting more-attractive
graphics, to feature pricing or special offer. Often
shaped like a sunburst.
- Byte:
- The
basic unit of memory. Represents the amount of memory
(eight bits) needed to specify one letter, number,
or symbol.
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| C |
- Cable
Modem:
- A
special modem that uses the cable TV network as a
gateway for sending and receiving information.
- Cache:
- A
portion of RAM set aside as a temporary storage area,
or buffer to speed up communications between the microprocessor
and hard drive or other components.
- Camera-Ready:
- A
mechanical art completely ready, without further alteration,
for the print process -- the first step of which is
"the camera", used for photographically producing
film (or today, a scanner for electronic production).
- Cardbase
Marketing:
- A
term used by grocery retailers for database marketing,
because their database is usually built from check-cashing
or frequent shopper cards.
- Case
Stacking:
- A
display in retail store, made by piling up product
in its shipper with top row cut open to display the
product. Also called: "a cut-case display".
- Cash
Refund:
- An
offer by marketer to consumer to refund money in return
for submission of proof-of-purchase affidavits.
- Category
Killer:
- A
retailer who's combination of size. selection, service
and / or pricing can drive the majority of competing
retailers out of business.
- Category
Management:
- The
practice of maximizing retail profits based on alternative
brand stocking, shelf-set, promotion, and merchandising
mixes on overall category sales performance.
- Cause-Related:
- A
marketing and / or promotion technique that utilizes
"proceeds-donated-to-charity" as part of its consumer
hook.
- CDI:
- Category
Development Index. A sales volume ratio of the sales
of a category (e.g., soft drinks) versus a specific
sub-population, compared with a total population.
- CD-ROM:
- Compact
Disk - Read Only Memory. A disk similar to a CD, that
stores large quantities of information, such as an
encyclopedia or a software application. Though most
are read-only, some, called CD-R, can be written to
once for archival purposes.
- CDMA:
- Code
Division Multiple Access. A specification for dividing
up digital cellular phone frequencies by assigning
each user a unique code.
- Channel
Management:
- The
process of directing marketing activity for all of
a manufacturer's brands by class of trade, e.g. food
chain, price club, convenience, et al.
- Channel
Marketing:
- Differentiating
marketing efforts into discrete programs designed
to appeal to differing needs of trade categories.
- Chat:
- A
form of interactive communication that enables computer
users in separate locations to have real-time conversations.
Usually takes place at Websites called chat rooms.
- Chromalin:
- (See
Matchprint) Dupont trademark for a photographic proof
of a color separation, showing color quality. Can
precede, or substitute for, a press proof.
- Clayton
Antitrust Act:
- Federal
law which specifies unreasonable methods of competition,
such as discriminatory pricing, interlocking directorates,
and price tying.
- Clearing
House:
- A
business that receives / counts / relays coupons and
rebates, and forwards them to manufacturers for payment.
- Client/Server:
- Computing
systems in which the workload is split between desktop
PCs ("the client") and one or more larger computers
("the server") that are connected via a network.
- Club
/ Loyalty Cards:
- Wallet-sized
cards issued by retailers, usually with an incentive
to use, e.g. check-cashing privileges or savings incentives,
that utilize bar codes or magnetic strips to track
consumer purchases, accumulate points, and award incentives
based on purchasing behavior.
- CMYK:
- Cyan,
Magenta, yellow, black. Abbreviations for the four
process printing colors. K is used as the designation
for black in order to avoid confusion with blue.
- Co-branding:
- Partnership
marketing between major brand names.
- Coffin:
- Slang
for the top-open refrigerated foods display case fixture
used by grocery stores.
- Color
Separation:
- The
separation of multi-color original art by camera or
laser scan techniques, to produce individual, separated
colors. Usually as four separations: yellow, magenta
(red), cyan (blue) plus black, for full color printing.
- Contest:
- A
type of promotion which requires a degree of skill
and therefore 1) every enter must be judged and 2)
proof-of-purchase can be required to accompany each
entry. (See sweepstakes, game.
- Continuity
Promotions:
- An
event that encourages regular, repeat purchasing of
a product, because doing so enables purchaser to collect
additional savings or offers.
- Continuous
Replenishment:
- A
computer-driven process that tracks product movement
at retail and transmits reorders to the manufacturer
in time to replace inventory on an ongoing basis.
This is effectively an incentive, because it increases
retailer profitability be reducing warehouse costs.
- Contract
Pricing:
- A
pricing arrangement between retailer and marketer,
which provides for consistent pricing and / or promotional
consideration, thereby avoiding the need to schedule
buying in consideration of promotional windows.
- Controlled
Store Test:
- In
research, a way of testing product or promotion viability
by forcing distribution into a limited number of stores
and measuring results.
- Conversion:
- A
promotional activity designed to motivate triers to
repurchase and , ultimately, become regular users.
- Cookie:
- A
string of numbers a Website uses to identify visitors.
The cookie can contain information about subscriptions
and membership to on-line services and other information.
- Co-op
Advertising:
- Advertising
run by a local retailer featuring the product of a
national manufacturer. usually on a shared-cost, "cooperative"
basis.
- Co-op
Mailing:
- Promotional
mailing in which several marketers share the envelope,
postage, and lettershop cost. The resultant lower
cost-per-advertiser is often accompanied buy lower
response rates.
- Co-pack:
- A
promotion technique in which two brands, with related
usage or similar target appeal, are physically packaged
together as a specially-priced single unit sale. For
example" toothpaste with toothbrush, shampoo with
rinse, or vodka with mixers.
- Copyright:
- (©)
To register literary, musical or artistic work, with
the Library of Congress, thereby establishing ownership
and protecting one's legal right to publish / sell
that work.
- CPU:
- Central
Processing Unit. Refers to the microprocessor around
which a personal computer is built (such as the Pentium
Pro or PowerPC chip).
- Cross-couponing:
- A
technique in which in-store display activity features
savings offers on other than the carried item.
- Cross-merchandising:
- A
technique in which in-store display activity features
saving offers on other, usually related, brands.
- Cyberspace:
- A
term used to describe the world set up by global networks,
especially the Internet. Originally coined by author
William Gibson in his novel Neuroman.
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| D |
- Dangler:
- A
point-of-sale piece that hangs down from a shelf,
usually from the price channel. Also: wobbler.
- Database:
- A
set of data that is structured and organized for quick
access to specific information.
- Dealer
Loader:
- An
incentive given to wholesaler or retailer in return
for quantity purchase. Often, a premium attached to
point-of-sale display, to make sure that the display
is noticed by a retail manager.
- Debit
Card:
- Resembles
a credit card, but functions like a check - in that
funds are depleted from an account balance when used.
A phonecard is a promotional debit card.
- Demographics:
- Statistics
describing factual aspects of a target audience, including
age, sex, race religion, income, geographic locations,
et al.
- Desktop:
- A
metaphor for the on-screen computing environment.
It includes the screen background and the windows,
icons, documents, and tools that appear on it.
- Desktop
Publishing:
- A
term coined by Aldus PageMakerª, describing the ability
of microcomputer software and hardware to enable an
operator to control graphics, text, page design and
production form a single work station.
- Detailing:
- Sales
efforts intended primarily to disseminate information
and convey positive product attributes, rather than
to create an order.
- Dial-up:
- Connection
to the Internet Service Provider's (ISP's) host computer
over standard telephone lines. The most common type
of Internet account for home users.
- Die-cut:
- To
cut paper, board or tag in a specific predetermined
contour, by stamping with a knife-edged die, formed
to follow that contour.
- Digital
Media:
- Media
based on digital technology, e.g., telephone, computer,
CD-ROM, Internet, et al, that can be used for interactive
promotion.
- Disk
Drive:
- The
device that reads from and writes to a floppy disk.
It is typically built into a PC, though external drives
can be connected.
- Diversion:
- The
act of buying goods on a deal price that is not available
in other regions, and re-shipping to those regions,
and making profit on the allowance differential.
- DMA:
- Designated
Marketing Area. A term used by A.C. Nielsen as a geographical
definition of a primary shopping area within a MSA.
Frequently the basis of spot media planning.
- Double-truck:
- An
industry term for a two-page ad. Also: a "spread".
- Download:
- To
transfer data or software code from one disk, one
computer, or one network to another.
- DPI:
- Dots
Per Inch. Refers to the number of pixels or dots of
ink in one square inch. It is a measurement of the
resolution or sharpness of text and graphics that
a printer can print or a monitor can display.
- Drive
Time:
- In
radio, time periods during which people commute. Varies
by market, but generally considered to be 6 - 10 AM
and 3 - 7 PM, Monday through Friday.
- Drop
Shadow:
- A
graphic device in which type or other element is reproduced
with an offset second image on one edge, giving a
"shadow" effect which visually "lifts" the primary
type, and makes the image appear 3-dimensional.
- DSL:
- Digital
Subscriber Loop. A high-speed modem technology that
operate at 768 kilobytes per second or faster. Telephone
companies are expected to begin offering the technology
in 1998 for home and business use.
- Dual-Scan
Display:
- A
variant of a passive matrix display in which the top
and bottom half of the screen are refreshed simultaneously,
yielding better display quality.
- DVD:
- A
disk, similar to a CD, that can hold a two-hour movie.
Originally an acronym for Digital Video Disk.
- DVD-ROM:
- A
high-capacity, read-only disk with 4.7 gigabytes of
storage capacity.
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| E |
- ECR:
- Efficient
Consumer Response. A grocery-industry initiative which
seeks to provide maximum consumer satisfaction with
minimal structural cost eliminating waste in the ordering,
replenishment, assortment and promotion functions
- through the sharing of electronic data with marketers
and distributors.
- ECR:
- Efficient
Consumer Response. A grocery-industry initiative which
seeks to provide maximum consumer satisfaction with
minimal structural cost eliminating waste in the ordering,
replenishment, assortment and promotion functions
- through the sharing of electronic data with marketers
and distributors.
- EDLP:
- Every
Day Low Price. The practice of eliminating promotion
allowances, to provide consistent lower pricing of
marketer's brands or retailer's store offerings.
- E-mail:
- Electronic
mail. A method of sending messages, usually text but
also graphics and document attachments, via a computer
network.
- Encryption:
- A
technology for making data being transmitted across
a network unreadable to anyone except the recipient.
- End-aisle
Display:
- Retail
display of product on the shelves located at the end
of a shopping row. Considered prime display. Also:
"end cap".
- Escalating
Refund:
- A
refund that offers a higher percent discount as the
size of purchases increases; e.g. $1 off for one package,
$3 off for two, $10 off for three.
- Ethernet:
- A
widely used, local area network technology for connecting
computers, printers, servers, and other devices in
the same building or campus.
- Event
Marketing:
- A
themed activity taking place "live"; e.g. car race,
state fair, sporting event, concert, etc., related
to the selling of a product or a group of products.
- Expiration
Date:
- The
date on a coupon or other promotional certificate
specifying time beyond which offer will no longer
be redeemed. Important to limiting a marketer's liability.
- Extranet:
- A
network built on Internet for private business-to-business
communication.
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| F |
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Facings:
- The
total number of package fronts visible on a retail
shelf, in one linear row. Two packages stacked vertically
are "one facing". Not to be confused with SKUs - the
number of packaging versions stocked by a retailer.
- Firewall:
- Software
that protects a private network from intrusion via
the public Internet.
- Flash
Memory:
- A
solid-state memory product that can take the place
of a hard disk drive or other storage device.
- Floppy
Disk:
- A
portable, 3.5-inch disk used to store information
magnetically.
- Four-color
Process:
- (See
Color Separation.) Printing a photographic or multi-colored
image with the primary colors: yellow, magenta, cyan
(blue), and black, for full-color reproduction. As
opposed to flat color printing.
- Frequency:
- In
media terms, the number of times a defined target
audience is exposed to an ad or promotional message.
- FSI:
- Free
Standing Insert. An advertisement, printed separately,
and inserted into newspapers. usually full color,
and most often used in Sunday editions. Several companies
are in the business of selling fractional space units
in multi-page FSI's. Frequently used medium for couponing
and promotional offers.
- Fulfillment:
- The
processing of consumer responses to a promotional
offering and "fulfilling" their request, i.e. shipping
the premium, mailing the refund, etc.
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| G |
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Game:
- A
promotional event which is closer to a sweepstakes
than a contest, because little skill is required.
usually involves a game-card device, which can be
rubbed-off or opened to unveil a winning number or
prize description. Generally believed to create more
consumer involvement in the product or the proposition,
than a mere "chance sweepstakes" drawing.
-
GIF:
- Graphics
Interchange Format. A digital format for displaying
and compressing/decompressing images.
-
Gift-with-purchase:
- A
promotion technique, most frequently seen in department
stores, in which shopper is rewarded with an on-the-spot
premium; i.e., "buy a fragrance set, get a make-up
bag free."
-
Gigabyte:
- Abbreviated
GB. A unit of memory equal to 1,000 megabytes.
-
Group Promotions:
- A
multiple brands participate in a single event with
a unified theme. usually refers to brands from the
dame corporations, as opposed to tie-in or joint promotions,
which are frequently inter-corporate.
-
Groupware:
- Program
that permit simultaneous work on a file by more than
one networked user. Users can see changes made by
another person as they occur.
-
GRP:
- Gross
Rating Point. In media, the sum total of the ratings
for an advertising schedule, usually stated by week.
Theoretically, 100 GRP's could wither mean 100% of
HH's are reached once per week, or 1% are reached
100 times, or any combination in between these ranges.
-
Guerrilla Marketing:
- Buzzword
and trademark coined by Jay Levinson, author of several
related books - refers to the ability of smaller marketers
to compete with larger ones, using strategies designed
to intercept consumers via unconventional means. Example:
sampling headache remedies at post offices on tax
filing day.
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| H |
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Hard Disk Drive:
- The
main form of storage for computer and notebooks.
-
Hardware:
- The
keyboard, monitor, circuitry, and other non-software
components that make up a computer.
-
Home Page:
- The
primary site on the Web for an organization or individual.
Usually contains links to other related pages.
-
HMR:
- Home
Meal Replacement. (See Meal Solutions)
-
HTML:
- Hypertext
Markup Language. The authoring software language used
to create and link pages on the World Wide Web.
-
HTTP:
- Hypertext
Transfer Protocol. The standard protocol used for
sharing information on the Internet. It is the basis
for the World Wide Web.
-
Hyperlink:
- A
highlighted area on a Website that calls up another
Web page when clicked. Hyperlinks are created using
HTML.
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| I |
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In-ad Coupon:
- A
manufacturer's coupon printing in a retailer's ad.
Usually, the cost of redemption is borne by manufacturer.
-
Inkjet Printer:
- A
printer that works by spraying ink through a nozzle
onto the paper.
-
In-store Marketing:
- Promotions
that occur at the retailer's location, e.g.: product
demonstrations, sample distribution, electronic marketing,
price features, et al.
-
Interactive:
- Buzzword
for promotional techniques which permit consumer "interaction"
with marketer. Example: computerized kiosk display
inviting shoppers to determine best form of product
for them. Toll-free telephone lines, CD-ROM and PC-based
on-line services are also interactive marketing.
-
Internet:
- A
worldwide collection of interconnected networks that
enables users to share information electronically
and provides digital access to a wide variety of services.
-
Intranet:
- A
private network, set up within a corporation or organization,
which operates over the Internet and may be used to
link geographically remote sites.
-
IRC:
- Instantly
Redeemable Coupon). On or in-packed coupons intended
to be removed in the store and redeemed "on-the-spot"
at check-out.
-
IRI:
- Information
Resources Incorporated. Independent auditing service
that tracks product movement in grocery, drug and
mass merchandiser stores. (312) 726-1221
-
ISDN:
- Integrated
Services Digital Network. An international standardized
digital telephone technology. Provides very high data-transfer
rates, often used for fast connections to the Internet
and for video conferencing.
-
ISP:
- Internet
Service Provider. A company that provides access to
the Internet, usually via the public telephone network.
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| J |
-
J-Hook:
- A
hook that fits into pegboard, designed to hold blister-packed
product. Traditionally has an upward bend at the end,
to prevent package from falling off.
-
Java:
- A
scripting language for writing computer applications
that can be run on any operating system. Developed
by Sun Microsystems.
-
JPEG:
- Joint
Photographic Experts Group. One of two digital formats
for displaying and compressing/decompressing photographs
and other still images. The other is the Graphics
Interchange Format or GIF.
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| K |
-
Keyword:
- A
word used to focus an on-line search.
-
Kilobyte:
- Abbreviated
K or KB. A unit of memory equal to 1,024 bytes (or
about 1,000 bytes, hence kilobyte).
-
Kiosk:
- A
free-standing, usually permanent, retail display.
Might range from an interactive information center
to an actual selling space - such as a photo-processing
drop.
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| L |
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LAN:
- Local
Area Network. A group of personal computers linked
together in a building or campus to share programs,
data, e-mail, peripherals, and other resources.
-
Laser Printer:
- A
printer that uses laser-beam scanning to produce very-high-resolution
output.
-
LCD:
- Liquid
Crystal Display. A portable-computer-screen technology
that uses a liquid crystal compound sealed between
two polarized filter sheets.
-
LED:
- Light
Emitting Diode. Small red, green, or amber lights
found on computer equipment. Most LED displays have
been replaced by LCDs.
-
Loss Leader:
- A
product featured by retailer at below-cost pricing,
in order to increase store traffic, to sell additional
profitable items.
-
Lottery:
- An
illegal promotion which contains chance, consideration
(i.e. purchase) and prize. A sweepstakes must eliminate
consideration, a contest eliminates chance. States
can legally conduct lotteries.
-
Loyalty:
- Measure
of consumer commitment to a specific brand. also,
a type of promotion intended to foster consumer loyalty.
(See continuity.)
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| M |
-
Mail-in Offer:
- A
promotion which requires consumers to respond by mail
to receive an incentive. Often requires submission
of proofs of purchase.
-
Mass Merchandiser:
- A
retail store selling various merchandise from a wide
range of product categories; i.e. durable goods, clothing,
drugs, entertainment, etc.
-
Matchprint:
- Fuji
trademark for a process of producing photographic
proofs of color separation.
-
Meal Solutions (HMR):
- A
grocery industry strategy for competing with restaurants
that involves grouping complementary, balanced food
products in single packages for ease and convenience.
Meal solutions can be offered by a single manufacturer
(e.g.: Kraft's Lunchables), or packaged by retailers
9 e.g.: rotisserie chicken, salad, potato). Also,
HMR: "Home Meal Replacement".
-
Mechanical Art:
- (Reproduction
Art) Type and art pasted on board along with color
indications and other information which a printer
requires for reproduction.
-
Megabytes:
- Abbreviated
as MB. A unit of memory equal to one million bytes.
-
Megahertz:
- Abbreviated
MHz. The unit of measure that describes the rate at
which computers operate. A rough guide to computer
performance but not the only benchmark for comparing
dissimilar computers.
-
Memory:
- A
data storage are for information and applications.
RAM and ROM are types of computer memory.
-
MIME:
- Multipart
Internet Mail Extension. A standard for transmitting
non-text media with e-mail over the Internet.
-
Misredemption:
- The
redemption of any coupon without corresponding product
sale, intentional or otherwise. Consumers may "misredeem"
coupons because the do not buy the product. Retailers
may "mis-redeem" by accepting coupons without appropriate
product sale.
-
MMX:
- A
built-in enhancement on some Intel microprocessors
that enables them to deliver better performance in
multimedia and communications applications.
-
Modem:
- A
communications device that enables computers to communicate
over telephone lines.
-
MPEG:
- Moving
Pictures Experts Group. A digital format for compressing/decompressing
moving picture files. MPEG-2 is the latest version
of this format.
-
MSA:
- Metropolitan
Statistical Area. A term defining areas that either
contain a city of 50,000 population or "an urbanized
area" of 50,000 people within a metro-area of t least
100,000.
-
Mystery Shopper:
- A
marketer's representative, who calls anonymously on
retail outlets to check distribution or display of
a brand. The mystery shopper rewards retail staff
who are supporting the product.
|
| N |
-
NC:
- Network
Computer. A desktop terminal with limited local storage
capability that is designed primarily to execute programs
delivered over a network.
-
Near-pack:
- A
consumer premiums placed in-store, adjacent to product
display, usually because it is uneconomical for them
to be either in-packed or on-packed.
-
Necker:
- A
promotional material designed to be delivered by hanging
it directly on a bottle. Also: "neckhanger" or "bottle-necker".
-
Net PC:
- A
desktop computer designed for easier centralized management
over networks than traditional PC's.
-
Network:
- A
group of computers linked together to share resources.
Common types are LANs, WANs. and intranets.
-
New Media:
- Buzzword
used to describe interactive and electronic media,
e.g.: the Internet, CD-ROM, voice response.
-
Newsgroup:
- A
forum on the Internet where users can debate topics
by posting and replying to messages. Unlike chat,
newsgroups discussions do not take place in real time.
-
Niche Marketing:
- Buzzword
for positioning brands to narrow target-audience segments.
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| O |
-
On-line Service:
- A
commercial service that gives computer users access
to a variety of on-line offerings, such as shopping,
games and chat rooms, as well as access to the Internet.
-
Operating System:
- Abbreviated
OS. The master software that controls a computer's
fundamental operations. PCs generally run a version
of Windows; Macintoshes run a version of Mac OS.
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| P |
-
Packet Switching:
- A
data transmission technology that breaks down a stream
of data into smaller units, called packets, and routes
them separately over a network.
-
Parallel Interface:
- An
interface, or port between a computer and a peripheral
in which the computer sends multiple bits of information
to the printer simultaneously.
-
Passive Matrix Display:
- A
type of liquid crystal display for portable computers
in which the pixels are activated by intersecting
horizontal and vertical wires. See Active Matrix Screen.
-
PC:
- Personal
Computer. When abbreviated, formerly referred to the
microcomputer brought out by IBM in the early 1980s.
But now more widely used as a generic term for any
microprocessor-based computer controlled by one person
at a time.
-
PC Card:
- Also
known as PCMCIA card. A standard hardware expansion
circuit card, used mainly in notebook and handheld
computers.
-
Pentium:
- A
family of microprocessors manufactured by Intel. Advanced
models include the Pentium Pro and Pentium II.
-
Peripheral:
- An
accessory such as a printer, monitor, or disk drive
that can be attached to a computer.
-
Pixel:
- A
graphics term for the smallest picture element that
can be displayed on a screen.
-
Plan-o-gram:
- (Shelf
Set) The diagrammed configuration of products as they
will occupy a given shelf section. Often developed
in conjunction with a key manufacturer, who seeks
to maximize space allocated to his own brands.
-
Plug-and-Play:
- Used
to describe peripherals and other devices that only
need to be plugged on to a computer to function.
-
Pole Topper:
- A
point-of-sale riser card designed to be affixed to
a core-wound pole to achieve extra visibility. Often
used because a riser card is too heavy to attach to
the case stack itself.
-
Port:
- A
plug on the back of a computer used to connect peripherals
or network connectors.
-
Positioning:
- The
distinct identity that a marketer seeks to achieve
for its brand amongst a defined target audience.
-
PowerPC:
- A
family of microprocessors used in Macintosh and other
computers. Developed by Motorola, IBM, and Apple.
-
Predatory Pricing:
- Retailer-featured
prices, so low as to intentionally drive competition
out of business.
-
Premium:
- Merchandise
offered wither free or at a reduced price, to generate
sales of a product at the consumer or manufacturer
level. Also: an extra charge for quality. Also: an
indication of a brand's "top-shelf" position.
-
Pre-packed Display:
- A
floor or counter display designed so that it can be
packed with merchandise at the plant and shipped as
an integrated unit. Makes it easier for retailers
to order, receive and construct a display.
-
Pre-price:
- Manufacturer
marking / printing the retail price on a product package
before delivering it to retail.
-
Private Label:
- Packaged
goods product, similar to a nationally advertised
brand, but contract produced by retailer or wholesaler,
and labeled accordingly.
-
Promotion:
- (Sales
Promotion) 1. Any marketing communication containing
a reward, either economic or experiential , which
motivates a specific action by a specific audience,
during a defined time period; 3. marketing activities
that support advertising, or are used in lieu of it,
to encourage purchase of product or service, and /
or achieve retail availability / visibility.
-
Promotion Allowance:
- Any
of several types of discounts or rebates offered by
a marketer to wholesalers, distributors or retailers
in return for product featuring - usually in the form
of distribution, display or advertised price feature.
-
Promotion Marketing:
- According
to APMA: "The strategic and tactical marketing planning
and execution for a brand using the full mix of business
and consumer communications designed to work in concert
to influence behavior in a way that builds sales and
reinforces brand image."
-
Proof-of-purchase:
- Requirement
by a marketer that must be remitted to qualify for
his offering. Might be a UPC symbol, a unique portion
of the package, a cash register tapes, or, in some
cases, all of the above.
-
Proprietary:
- Any
aspect of a promotional event that renders it "ownable"
by marketer, and therefore exclusive to that marketer.
-
Protocol:
- A
set of standards that define communications between
computers.
-
Psychographics:
- Descriptive
of the lifestyles, behavioral traits, or mind-sets,
of a target audience - as opposed to factual demographic
data.
-
Publicity:
- Tool
of public relations. Generally nonpaid form of promotion
involving obtaining editorial coverage which communicates
product benefits or otherwise creates goodwill.
-
Public Service Announcement (PSA):
- An
advertisement aired by a medium at no charge, because
the content is in the public interest.
-
Puffery:
- Exaggerated
claims in advertising which risk the perception of
"unjustifiable."
-
Pull:
- Product
movement generated by advertising and promotion which
generates consumer demand, As opposed to push marketing
activities.
-
Purchase Cycle:
- The
frequency with which consumers buy a product and /
or service.
-
Purchase-with-purchase:
- A
promotional technique in which consumers are offered
a premium at an attractive price when they buy the
marketer's brand. Usually executed at retail; e.g.
"buy or perfume and get this $30 bag for only $10."
-
Push:
- A
promotional approach apposite to pull, in which goods
are loaded into the retail channel in the hope that
they'll sell by virtue of display, price feature,
et al.
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| Q |
-
Qualitative:
- In
research, relating to or involving quality or kind.
Not projectable in performance terms.
-
Quantitative:
- In
research, relating to, or involving, the measurement
of quantity or amount. Often used to describe projectable
data.
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| R |
-
Rack-jobber:
- A
wholesaler who controls certain retail outlets, in
that he services a section of a store, by contract,
and may indeed own the fixtures, or rent space.
-
RAM:
- Random
Access Memory. A form of computer memory used by applications.
Information stored in RAM can be altered by the user
and is lost when the computer is shut off.
-
Rating:
- In
electronic media, a statement of the percentage of
homes with radios or TVs listening to, or watching,
a particular program.
-
Rebate:
- An
incentive to purchase in the form of a discount mailed
to consumers after their purchase. usually refers
to high-ticket items (appliances, cars), as opposed
to package goods, where the term refund is more common.
-
Redemption Center:
- Location
where consumers can turn in trading stamps in return
for merchandise.
-
Refund:
- Monetary
reward to consumer, in return for proof-of-purchase.
Usually delivered by "refund certificate" and redeemed
by mail. Differs from a coupon, which is store-redeemed
and a rebate, which is usually associated with higher-ticket
items; e.g., appliances.
-
Registry Mark:
- The
indication ¨ which signifies that a word / logo is
a "registered" trademark. As opposed to "register
marks" which are places on base art and on overlays
to insure perfect alignment of multiple images. Usually
crosses in circles.
-
Response Rate:
- The
percentage of total promotional pieces distributed
which are returned as responses.
-
Robinson-Patman Act:
- Federal
law prohibiting unfair price competition among retail
outlets or specific product categories.
-
ROI:
- Return
On Investment. Measurement of the success of a marketing
program calculated by comparing the revenue generated
to the amount invested in the campaign.
-
ROM:
- Read
Only Memory. The memory that contains the basic instructions
for the computer's microprocessor. Users cannot change
this information, and it remains intact when the computer
is shut off.
-
ROP:
- Run
Of Press. Advertising, generally newspaper, where
the advertiser has no control over the position (location)
of the ad. Publisher's discretion prevails. Also:
"Return of Promotion". A measure of promotion effectiveness.
-
Rotogravure:
- (Roto)
Type of printing utilizing an etched copper cylinder.
Most often in high-volume printing; i.e., Sunday Supplements.
|
| S |
-
Sales Contest:
- A
reward, usually less effective than a sales incentive,
in that luck is frequently as important as sales performance.
-
Sampling:
- Marketer's
technique of achieving trial by getting product into
hands of consumers, usually free by often at a reduced
cost; i.e. trial size or salable sample. Forms of
sampling include: direct mail, door-to-door, shopping
center handouts, in- or on-pack, co-op mailings, airplane
/ hotel sampling, et al.
-
Scan Down / Scan Back:
- A
marketer's incentive to retailers, passed on to consumers,
based on product movement through check-out during
a specific time period, as measured by scanner data.
-
Scanner:
- A
peripheral used to produce digitized images of documents
and photographs, which can be stored as files and
edited on a computer.
-
Scanner Data:
- Data
captured by the scanner process, which can be used
for inventory control, sales analysis, et al. Also:
bytes of visual information expressed in digital terms
for computer use.
-
Scarborough:
- A
company providing syndicated newspaper readership
research in 70 markets (212) 779-2000.
-
SCSI:
- Small
Computer System Interface. A high speed port used
to connect computers with printers and other peripherals.
-
Search Engine:
- A
server-based applications used to search large databases
for selected words or phrases. Common search engines
use keywords to search for information on the World
Wide Web.
-
Seasonality Index:
- Measurement
of Brand or Category sales volume as influenced by
time periods. (% June sales to total ( % average monthly
sales = June Seasonality Index).
-
Segmentation:
- The
act of viewing consumer markets as segments, defined
by narrower-than-mass target audiences, and developing
products or marketing programs most appropriate for
those segments.
-
Self-liquidator:
- A
premium offered to consumers at a price which totally
cover the marketer's cost of buying and fulfilling
the offer. Also: a display fixture sold to a retailer
for the cost of its production. If costs aren't totally
recovered, the item is called "partially self-liquidating".
-
Self-mailer:
- Direct
mail piece designed so that it can be mailed without
an envelope or outside packaging.
-
Sell-through:
- A
term referring to the amount of goods entering the
distribution channel which were subsequently sold
through to the ultimate consumer.
-
Serial Interface:
- An
interface, or port, between a computer and a printer
in which the computer send single bits of information
to the device, one after the other.
-
Server:
- See
Client/Server.
-
Shelf Pack:
- The
smallest inner-pack within a product shipper, d
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