Marketing Terms Dictionary
AAA – Abbreviation for: American Academy of Advertising, the professional organization of practitioners and teachers of advertising interested in furthering advertising education.
AAAA– Abbreviation for: American Association of Advertising Agencies, the national Association of Advertising Agencies.
AAF– Abbreviation for: American Advertising Federation, a federation of association of advertisers, agencies, media, advertising, clubs, and allied companies, the major objective of which is to make advertising more effective for business and more useful to the public. Formed by the consolidation of the AFA and the Advertising association of the West. Media associations are affiliate members.
Abandonment– The discontinuance of a marketed product. It is also called product deletion or product elimination. Abandonment may occur anytime from shortly after launch (a new product failure) to many years later. The criterion of this decision is the same as for new product: net present value of the product’s estimated stream of future earnings, both direct and indirect. Simplified heuristics (e.g. number of years without a profit) may be substituted for this criterion.
Abandonment of Mark– Abandonment of mark is considered prima facie if the mark as not been used for two consecutive years; wen its use has been discontinued with intent not to resume; or when any course of conduct of the registrant, including acts of omission as well as commission, cause the mark to lose its significance as an indication of origin.
ABC– Abbreviation for: Audit Bureau of Circulations, a non profit, cooperative organization sponsored by publishers, advertising agencies, and advertisers to validate the circulation claims of magazines and newspapers.
ABC Analysis – An approach for classifying accounts based on their attractiveness. A accounts are the most attractive while C accounts are the least attractive.
ABC Inventory Classification – A classification scheme used to implement inventory management strategies. products are segmented into groups based upon the unit sales or some other criterion. ( For example, class A might be items with the highest frequency of sales, etc.) Inventory Management is then guided by this segmentation.
“A” Board– A large, outdoor, two sided sign shaped as the letter A, enabling it to stand on its own. Its side usually made of two or more swinging parts so that the wind cannot tip over.
ABP– abbreviation for: American Business Press, an organization of industrial, professional, and trade papers. Makes annual awards for editorial achievement to encourage continued striving for excellence in this medium. Formed by the merger of Associated Business Publications and the National Business Publication groups.
Above-the-line cost – Any cost involved in the advertising production process that is specifically listed in the budget.
Absence of Demand– A situation within a market in which a significant segment of the market finds no possibilities of benefits from product and is, therefore, entirely uninterested in the product.
Absolute Address– (1) The actual, interpretable location in storage of a specific datum which the ADP equipment can recognize. (2) The designation of a particular storage area in a computer.
Absolute Advantage – When a country has the capacity to produce good at a lower cost than another country, it is said to have an absolute production advantage. Even if a country has an absolute advantage in the production of all goods, it can still gain from specialization and trade if it has a comparative advantage in the production of any good.
Absolute Frequency– in marketing research, the number of data elements in a given defined category.
Absolute Sale– A transaction in which no qualification to completion are imposed by buyer or seller.
Absolute Threshold– the minimum level at which an individual can detect a specific stimulus. This level tends to increase with constant stimulation, so that a degree of accommodation occurs which requires that the stimulus be ever stronger if it is to be detected. Advertisers may change campaigns to avoid the audience’s “getting used” to the advertisements.
ACB– abbreviation for: The Advertising Checking Bureau, Inc., an organization which offers its over 1,600 clients a Cooperative advertising checking service to audit the advertisements and calculate the amounts due advertisers, a Tear Sheet service on new advertisements, position reports, analyzing the page, and advertisement numbers, linage, and cost of space by newspaper for each brand covered.