Glossary
Glossary Terms: A-E / F-M / N-Z
Flat Rate: A media rate that allows for no discounts.
Flighting: A media schedule that involves more advertising at certain times and less advertising during other time periods.
Focus Group: A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.
Full Position: An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.
Full-Service Agency: An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, Internet and direct marketing.
Generic Brand: Products not associated with a private or national brand name.
Gross Audience: The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.
Gross Impressions: Total number of unduplicated people or households represented by a given media schedule.
Horizontal Publications: Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
Image Advertising: Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products.
Industrial Advertising: A form of business-to-business advertising, this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
Integrated Marketing Communication (IMC): A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
Keeper: A premium used to induce a consumer to take some action, such as completing a survey or trying a product.
Keyterm / Keyphrase / Keyword: These are words and phrases that are likely to be used to search for your website’s products or services in the search engines.
Key Success Factors: The factors that are a necessary condition for success in a given market.
Keyword Stuffing: Duplicating and over using keywords (may include unrelated keywords) within the page content and/or meta tags to dupe the search engines into giving a higher rank for a search. This is not a practice of Fluid Creativity and we do not recommend use of spammy and unethical techniques in an SEO campaign. Ethical SEO achieves better and long term sustainable results.
Lifestyle Segmentation: Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.
List Broker: An agent who sells lists of sales prospects.
Loyalty Index: Frequency of listenership of a particular broadcast station.
Macromarketing: A type of marketing in which a company adapts itself to uncontrollable factors within the industry.
Market Profile: A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.
Market Segmentation: To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.
Market Share: The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company.
Marketing Firm: A business that affects the distribution and sales of goods and services from producer to consumer; including products or service development, pricing, packaging, advertising, merchandising, and distribution.
Marketing Mix: The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results.
Marketing Research: The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.
Media Strategy: A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.
Motivation Research: Research used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences.
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Glossary Terms: A-E / F-M / N-Z
Flat Rate: A media rate that allows for no discounts.
Flighting: A media schedule that involves more advertising at certain times and less advertising during other time periods.
Focus Group: A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.
Full Position: An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.
Full-Service Agency: An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, Internet and direct marketing.
Generic Brand: Products not associated with a private or national brand name.
Gross Audience: The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.
Gross Impressions: Total number of unduplicated people or households represented by a given media schedule.
Horizontal Publications: Business publications designed to appeal to people of similar interests or responsibilities in a variety of companies or industries.
Image Advertising: Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products.
Industrial Advertising: A form of business-to-business advertising, this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.
Integrated Marketing Communication (IMC): A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
Keeper: A premium used to induce a consumer to take some action, such as completing a survey or trying a product.
Keyterm / Keyphrase / Keyword: These are words and phrases that are likely to be used to search for your website’s products or services in the search engines.
Key Success Factors: The factors that are a necessary condition for success in a given market.
Keyword Stuffing: Duplicating and over using keywords (may include unrelated keywords) within the page content and/or meta tags to dupe the search engines into giving a higher rank for a search. This is not a practice of Fluid Creativity and we do not recommend use of spammy and unethical techniques in an SEO campaign. Ethical SEO achieves better and long term sustainable results.
Lifestyle Segmentation: Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.
List Broker: An agent who sells lists of sales prospects.
Loyalty Index: Frequency of listenership of a particular broadcast station.
Macromarketing: A type of marketing in which a company adapts itself to uncontrollable factors within the industry.
Market Profile: A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.
Market Segmentation: To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users.
Market Share: The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company.
Marketing Firm: A business that affects the distribution and sales of goods and services from producer to consumer; including products or service development, pricing, packaging, advertising, merchandising, and distribution.
Marketing Mix: The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results.
Marketing Research: The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.
Media Strategy: A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.
Motivation Research: Research used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences.
Return to the top of the page >>
Glossary Terms: A-E / F-M / N-Z