Shopping Behavior

Recreational shopping – Syn: Fun shopping See: Fun Shopping

Retail Price Index – An index providing periodic reviews of the changes in retail prices in certain sectors or geographical regions. See also: Consumer Price Index

Retail trade – All outlets that sell electronically reads codes marked on packaging, coupons, etc.- for example, the U.P.C. Or Universal Product Code. The facts read are signaled directly to the computer which adjusts inventory statistics, registers the sale of the product and at what price, etc. Retail outlets are manufacturers are making increasing use of the U.S.P. On their packaging.

Shelf – A horizontal display space on which goods and articles are stored in a retail outlet. Modern self-service outlets sell goods mainly from racks of shelving that create gangways/passageways through the shop. Products are displayed on the shelves according to certain important variables, e.g., size, price, profit margins, brand.

Shelf Facings – A measure of the visibility of an item in an outlet based upon the number of packs, cans, etc. that the potential buyer sees at the front of a shelf display.

Shopping behavior – 1. The purchasing behavior patterns of shoppers in shopping centers.
2. The purchasing behavior patterns of shoppers within a particular shop or outlet – for example, the route shoppers take around a shop (“ the routing”) from counter to counter.

Account executive – Often shortened to A.E. The advertising agency representative who is responsible for all affairs of his client (or brand). He represents the advertising agency to his client and the client to his advertising agency.

Ad – Abbreviation for advertisement See also: Advertisement

Adaption – 1) Sensory- Phenomenon that has relevance to all senses. After a more or less extended exposure to a sensory experience, the effect declines or even disappears. For example, after a couple of minutes one can no longer smell washing powder in the carton. The nose is no longer excited.
2. Advertising – In general refers to continued small changes or adaptions in a commercial or advertisement. It might cover, for instance, the change in a heading, the alteration of a commercial by addition or change of visuals to render it appropriate for a new market, or the application of a foreign language voice-over.

Added value – Generally refers to increase in value of a product or object as a result of phases of the production/distribution process. In advertising refers to additional (subjective) value of a product or brand as a result of advertising effects. Advertising can make a product or brand more desirable (for instance, because of famous people use it). Whisky X is not just an alcoholic drink, it is a top brand that you ca offer your guests instead of cheaper labels. One of advertising’s primary functions is the increase in or creation of added value.

Advertisement – A space purchased in a mass-produced printed medium (newspaper, magazine) generally owned by a third party, in which the advertiser places an advertising message intended for a particular group of readers.

Advertising – A form of mass communication generally with a commercial objective. The non-personalized presentation of a product or service by a named advertiser, for example a manufacturer. It occurs by means of the mass media such as television, radio, newspapers, etc. See also: Mass communication/Advertising research

Advertising Agency – An important service organization that conceives, creates and places advertising. Primarily paid by commission from the owners of the media that carry the advertising but also directly by the advertisers for whom services are provided. Are traditionally centers of “communication creativity.”

Advertising Effect – The actual level at which advertising objective is achieved. One can talk of an “effect” only if it can be registered or measured. Measurement can vary from one man’s personal observation to a long-term, continuous, and in-depth research program. The decision as to how measurement is undertaken, what is measured, where, when and by whom, determines to an important degree the level of the advertising effect. Why should one wish to know “the advertising effect”? The advertiser will surely wish to know if his investment in advertising will be “paid back” in increased sales sales or attention. The advertising man will want to know if the effects of a particular campaign were as good , better or worse than another. The marketing man will want to know to what level product turnover has been affected. Effect is dependent upon the objective. There are three sorts of advertising effects: cognitive, attitude, and motor. The cognitive effects upon the knowledge of a recipient. We can distinguish observation, familiarity and recollection. Within the attitude effects we can identify interest, image, level of preference. Motor effects cover those activities associated with medium, purchase and consumption behavior. See also : Cognition/Effect/Interest/Attitude/ Image

Advertising Message – The communication from the sender (advertiser) to the recipient (potential buyer). See also: Message/Advertising

Advertising Model -A generally highly-simplified proposition or theory as to the working of an advertisement/advertising. There are many of these sort of models. The best-known advertising model are Aida and Dagmar. See also: Aida Model/Dagmar Model/Model

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