Adjacencies Plan – A store layout plan that determines which categories of merchandise will be placed adjacent to each other.
Adjacency – A program immediately preceding or following a specific Broadcast time period or program.
Adjustment – (1) The satisfying of a customer’s claim that a shipment was not as ordered or that the price was incorrectly charged, by an agreeable financial settlement. (2) The correction of errors involving wrong recording of invoices or wrong dating of purchase bought on an open account.
Administered Vertical Marketing System – A form of vertical marketing system designed to control a line or classification of merchandise as opposed to an entire store’s operation. Such systems involve the development of comprehensive programs for specified lines of merchandise. The vertically aligned companies, even though in a non-ownership position, may work together to reduce the total systems cost of such activities as an advertising, transportation, and data processing.
Administered Prices – As defined by a Senate Committee, these were held to be “prices which are administratively maintained, and are insensitive to changes in their market.” This view does not admit the competitive aspects of all sorts of variables in determining the market acceptability of goods besides price. Stress should be placed on total market behavior with respect to a product or service.
Administrative Control – A term applied to studies relying on questionnaires and referring to the speed, cost and control of the replies afforded by the mode of administration.
Adoption Process– The mental activity which occurs from the time an individual first becomes aware of an innovation until he accepts it; usually in the instance of real things, buying them.
ADMOD – A model providing a decision support system for making advertising budget, copy, and media allocation decisions. The model assumes that ab advertising campaign of given duration has its objective specific changes in the cognition and/or decisions in various consumer market segments. it evaluates the value of any potential media insertion schedule by aggregating over all segments (and individuals within each segment) the projected impact of the schedule for each individual.
Advance Dating – An arrangement in which the seller sets a specific date in the future when the terms become applicable. Same as: Season Dating
Advance Order – An order placed well in advance of the desired time of shipment. By placing orders in advance of the actual buying season, a buyer is enabled often to get a lower price because the buyer gives the supplier business when the latter would normally be receiving little.
Advanced Processed Goods – A classification used by the conference board when reporting on manufacturing capacity. The goods include furniture, electrical and nonelectrical machinery, transportation equipment instruments, food, tobacco, apparel, printing and publishing, chemicals, and leather. See: Primary Processed Goods
Advanced Premium – A premium given to a new customer by a home-service route firm in the expectation that it will be earned by later purchases.
Advertisement – The message of an advertiser. Any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company or organization. See: Advertising Medium, Commercial, Spot
Advertiser– The company, organization, or individual who pays for advertising space or time to present an announcement or persuasive message to the public.
Advertising – A non-personal, paid message of a commercial significance about a product, service or company made to a market by an identified sponsor. It is the aspect of the selling function which can pave the way for the Saleman’s activity. It has recently become common to include messages promoting ideas and causes. Contrary to popular belief, advertising can cause people to act only in a manner to which they were predisposed. Advertising can cause the realization and recognition of wants not previously known to the market, and it can lead directly to the sale where personal contacts are not involved.
Advertising Agency – An organization that provides a variety of advertising-related services to clients seeking assistance in their advertising activities. A full-service advertising agency engages in the planning and administration of advertising campaigns, including setting advertising objectives, developing advertising strategies, developing and producing the advertising messages, developing and executing media plans, and coordination related activities such as sales promotion and public relations. A limited-service advertising agency concentrates on one of the major advertising agency functions such as developing and producing advertising messages or media plans.
Advertising Allowance – A payment made to a retail or wholesale operator by the seller of an advertised product or for the use in purchasing local advertising time and space for the advertiser’s product.
Advertising Budget – The decision about how much money should be spent for advertising during a specific time period in order to accomplish the specific objective of the client. This decision also involves the allocation of specific amounts of the total advertising appropriation to various media, creative approaches, times of the year, and the production costs involved in preparing the advertising messages for placement in the various media.
Advertising Campaign – A group of advertisements, commercials and related promotional materials and activities that are designed to be used during the same period of time as part of coordinated advertising plan to meet the specified advertising objectives of a client.
Advertising Claim – A statement made in advertising about the benefits, characteristics, and/or performance os a product or service designed to persuade the customer to make a purchase.
Advertising Council – A non-profit organization in the United States composed of advertisers, advertising agencies, and advertising media whose purpose is to organize and carry out public service advertising. The council selects particular public service organizations to support, identifies volunteer advertising agencies to create advertising campaigns for each selected public service organizations, and coordinate the distribution of the advertising materials to advertising media, which donate time or space in which to disseminate each campaign to the public.
Advertising/Display Allowance – A form of trade sales promotion in which retailers are given discount in exchange for either promoting the product in their own advertising, setting up a product display, or both. It is also known as a display allowance.
Advertising Effectiveness – An evaluation of the extent to which a specific advertisement or advertising campaign meets the objectives specified by the client. There is a wide variety of approaches to evaluation, including inquiry tests, recall tests, and market tests. The measurement approaches include recall of ads and advertising themes, attitudes toward the advertising, persuasiveness, and impact on actual sales levels.
Advertising Idea – the theme or concept that serves as the organizing thought for an advertisement. Ideas are used to dramatize the product-related information conveyed in advertising.
Advertising Manager – The advertising manager participates in the development of marketing plans, acts as a principal contact with the advertising agency, provides the agency with market and product data and budget and budget guidelines, and critiques the agency’s creative and media recommendations at the time of (or prior to) their submission to marketing management. The advertising manager normally reports to the corporate or division marketing manager.
Advertising Media – The various mass media that can be employed to carry advertising messages to potential audiences or target markets for products, services, organizations, or ideas. These media include newspapers, magazines, direct mail advertising, Yellow pages, radio, broadcast television, cable television, outdoor advertising, transit advertising, and specialty advertising.
Advertising Objectives – A statement prepared by the advertiser (often associated with advertising agency) to set forth specific goals to be accomplished and the time period in which they are to be accomplished. Objectives can be stated in such terms as products to be sold, the amount of trial purchases, the amount of of repeat purchases, audience members reached, the frequency with which audience members are reached, and percentages of the audience made aware of the advertising or the product.
Advertising Penetration – The percentage of the target market that remembers a significant portion of the advertising message conveyed by an advertised campaign.
Advertising Register – One of the directories of National Advertisers or Advertising Agencies that are published on a regular basis.
Advertising Review Board – An organization of advertisers, advertising agencies, and media to which an advertisement claimed to be misleading or untruthful may be referred. Although the board has no legal powers, it can through publicly make known its adverse decision. The possibility of this publicity
is expected to act as a real deterrent to the type of advertising which does not give proper information on which consumers can base their decision in the market.
Advertising Specialty Distributor – A firm handling specialties on a whole sale basis. May sometimes have expanded to include incentive items.
Advertising Stage – See: Spiral
Advertising Substantiation – The documentation advertisers must be able to supply to the FTC in support of their claims made in their advertising, and must also be able to show that this formed the base on which the advertising was constructed. See: Corrective Advertising, Truth-in- Advertising Act
Advertising Theme- A central thought of an advertising campaign conveyed to the audience in a way to prove the superiority of the benefits of the product or service or idea offered. Maybe applied to a single Advertisement.
Advertising Typographer – A typographer who specializes in type-setting only, does not print, and who can provide work superior to that which a publication can usually do in its composing room. Often do work only for advertisers. Most of the national advertising which appears in print media is type-composed by such firms.
Advertorial – An advertisement laid out to look like news copy. A deceptive practice if not properly identified. See: Reading notice
Affectional Drives – Psychogenic drives characterized by the need to form and maintain warm, harmonious, and emotionally satisfying relations with others. See: Ego- Bolstering Drives, Ego-Defensive Drives
Affidavit – The sworn statement made by a broadcast station that a commercial appeared as stated on the invoice rendered. Verified by the log.
Affiliate – An independent broadcast station that agrees to carry programs provided by a network.
Affiliated Store – (1) A retail store that is part of a voluntary chain of franchise. (2) A retail store operated under a name other than that of the controlling store.
Affiliated Wholesaler – A wholesaler acting as initiator of a voluntary chain.
Affiliated Need – one of the trio of needs. In individuals where such needs are high, there tends to be strong social dependency on others. See: Reference Groups, Social Needs
Affixed Merchandise – In pop advertising, used to denote products attached, to a display in some permanent way so that the display remains intact.
Afloats – Commodities loaded and on route to destination.
After-Market – The potential sales associated with the requirements of owners after they have bought a piece of equipment, e.g., repair and replacement parts.
Afterservice – The activity which comes after the delivery of an item to a costumer. Usually involves instruction in use, set-up, repair, and such other factors designed to insure satisfaction in use