Color – the effect of color on the moods and attitudes of people in respect to merchandise or stores is being increasingly recognized and reflected in packaging and interior decorating. It is reflected where feasible in the coloring of the product itself. Considerable research has been reported on the effects of individual colors and combinations of colors. See: Chroma, Hue, Value
Colorable Imitation – Any mark which so resembles a registered mark as to be likely to cause confusion or mistake or to deceive purchasers.
Color Line Conversion – A innovation in the reproduction of newspaper advertising of original continuous-tone art. The process is similar to halftone, except that the plate is made by shooting through a patterned screen so that the light is broken into series of lines instead of dots. A variety of patterns is available. Using a coarser screen than possible makes possible effects not suitable before. It is claimed to effect to a 50% saving in newspaper color work.
Color Separation – A negative of one of the four colors (black, blue, red, and yellow) used in four-color printing process to reproduce color photographs and other color elements.
Color Process Printing – See: Four-Color Process
Column-Inch – A unit of measurement in a print medium of more or less regular issue, one deep and one column wide, whatever the actual width of the column. See: Agate Line
Combination Compensation Plan – 1. (sales definition) A compensation plan for salespeople that combines a base salary with commissions and/or bonus. 2. (sales definition) A sales force compensation plan that offers a base salary plus some proportion of incentive pay consisting of commissions, bonuses, or both. When salary plus commission is used, the commissions are typically tied to sales volume or profitability, just as with a straight commission plan. The only difference is that commissions are smaller in a combination plan than when the salesperson is compensated solely by commission.
Combination Export Manager – Same as: CEM
Combination Flight – An aircraft flight concluding cargo and passengers on the same plane.
See: Cargo Flight
Combination House – A merchant middlemen who acts as a wholesaler in the industrial market as well as in the retail and institutional markets. See: Industrial Distributor
Combination Plate – A halftone and a line plate in one engraving.
Combination Rate – (1) A special space rate granted in connection with two or more periodicals owned by the same publisher. Usually, the same space and copy must be used in each. (2) A favorable Time rate from two or more associated stations in one geographic area when all those stations are used together.
Combination Sale – An item of merchandise together with a premium offered at a combination price. Sometimes the premium part of the offer is self-liquidating.
Command – In ADP, a signal or set of signals to machine such as a computer to start, stop or continue an operation it is equipped to perform.
Command Headline – A headline which directly urges the reader to use or buy the product.
Commercial – The advertiser’s message presented on a broadcast medium. 2. The name used to indicate an advertising message in the radio, broadcast television, and cable television media.
Commercial Advertising – Same as: Promotional Advertising
Commercial Auction – An agent business unit that affects the sale of goods through an auctioneer, who, under specified rules, solicit bids or offers from buyers and has power to accept the highest bids of responsible bidders and, thereby, consulates the sale.
Commercial Bribery – The illegal practice of giving a promising a gift or favor in order to influence a person in a position of trust in commercial transaction. Because any gratuity can be presumed to have had, or may have in the future, such influence, many firms forbid personnel to accept anything other than nominal gifts. Some go so far as to forbid gift-taking of any type in any amount of monetary value.
Commercialization – The stage a product is in when after testing and changing as found necessary, it is ready for introduction to the market with full promotion. Introduction may be gradual, region by region. Introduction to national markets ll at the same time requires large commitment to production facilities, advertising, personal selling and much more.
Commercial Protection – Same as: Product Protection, Separation
Commercial Traveler – What a field salesperson was called during the late 1800’s. The name still persists in some industry.
Commercial Zone – An area within which motor transportation is exempt from Federal legislation. Varies with areas, but normally has some limit beyond the borders of a city. Does not apply to traffic from outside the zone, or to points beyond the zone.
Commissary Store – A usually small-scale retail store which primarily to the employees of the company or government unit which owns it.
Commission – The compensation paid to salespeople based on a fixed formula related to the salesperson’s activity or performance. Comment: The basis of calculating a commission is frequently a fixed percentage of sales or gross margin generated. Salespeople may have to achieve a prespecified level of performance before they are eligible to receive a commission.
Commission Agent – A functional middleman who accepts shipments of goods, mainly perishables, to sell for a principal. Usually has authority to set price. Service to the principal is intermittent. Same as: Commission House, Commission Merchant
Commission Bulk Agent – Same as: commission Bulk Plant Operator
Commission Bulk Plant Operator – A marketer of gasoline and/or heating oils who sells, stores, transports, assembles; who may engage in retailing or wholesaling operations, and who uses his supplier’s brand name and receives a commission as payments for these functions. Same as: Commission Distributor, Commission Reseller, Commission Wholesale Marketer, Consignee, Consignment Distributor
Commission Buyer of Farm Products – a wholesale establishment primarily engaged in buying farm products on a commission basis from farmers for others.
Commission Buying Office – An office that receives its enumeration in the form of commissions on orders placed from manufacturers rather than from retailers.
Commission House – An agent who usually exercises physical control over and negotiates the sale of the goods the agent handles. The agent generally enjoys broader powers as to prices, methods, and terms of the sale than does the broker, although the agent must obey instructions issued by the principal. The agent often arranges delivery, extends necessary credit, collects, deducts fees, and remits the balance to the principal.
Commission Method of Compensation – The traditional compensation method whereby advertising agencies have been paid on the basis of a percentage of the cost of media time and/or space they purchased for a client. the usual commission has been 15 percent of the total costs of the media space and time purchased. Recently, clients have been moving toward the negotiation of specific fees for the services rendered by advertising agencies.
Commissioner – A specialized type of buying agency that brings the buyer in contact with proper vendors in foreign markets and acts as interpreter. Also, the commissioner facilitates the procedures of foreign exchange and shipping.
Committee Buying – action by group of persons set up in a firm to investigate and decide upon the products to be handled and the sources of supply for those products. Very frequently found in retailing, especially in chains organizations. See: Buying Committee