Glossary
Narrowcasting: Using a broadcast medium to appeal to audiences with special interests. For example, the "Food Station" would be a narrowcast, because it appeals to an audience with a specific interest.
National Brand: A nationally distributed product brand name. May also be distributed regionally or locally.
Natural Results: Results of a search query ordered by the search engines criteria of what it sees is the most relevant to the searchers query. Website owners cannot pay search engines to position themselves in these results (See Search Engine Optimization).
Net Unduplicated Audience: The combined cumulative audience exposed to an advertisement.
Nonprofit Marketing: The marketing of a product or service in which the offer itself is not intended to make a monetary profit for the marketer.
Norms: The rules of behavior that are part of the ideology of the group. Norms tend to reflect the values of the group and specify those actions that are proper and those that are inappropriate, as well as rewards for adherence and the punishment for conformity.
Objectives: The desired or needed result to be achieved by a specific time. An objective is broader than a goal, and one objective can be broken down into a number of specific goals.
Page Rank (PR): Page Rank is a 'score' awarded to your website by Google. A high PR means your site is an authority site. PR is awarded according to the linking structure of your website and also the quality of the sites that link to you.
Parity Products: Product categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category.
Patronage Motives: The motives that drive an individual/user toward selection of a particular outlet, retailer, or supplier of services.
Penetrated Market: Actual set of users actually consuming the product or service.
Persuasion Process: The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion.
Potential Market: A set of consumers who profess some level of interest in a designed market offer.
Product Differentiation: Developing unique product differences with the intent to influence demand.
Product Life Cycle: A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline.
Product Positioning: The consumer perception of a product or service as compared to it's competition.
Publicity: A type of public relations in the form of a news item or story which conveys information about a product, service, or idea in the media.
Qualitative Research: A method of advertising research that emphasizes the quality of meaning in consumer perceptions and attitudes; for example, in-depth interviews and focus groups.
Quantitative Research: A method of advertising research that emphasizes measurement of incidence of consumer trends within a population.
Quality Control: An ongoing analysis of operations, to verify goods or service meet specified standards, or to better answer customer and/or user complaints.
Questionnaire: A document that is used to guide what questions are to be asked respondents and in what order, sometimes lists the alternative responses that are acceptable.
Range: The maximum distance a consumer is ordinarily willing to travel for a good or service; as such it determines the outer limit of a market area.
Rate Card: Information cards, provided by both print and broadcast media, which contain information concerning advertising costs, mechanical requirements, issue dates, closing dates, cancellation dates, and circulation data, etc.
Reach: The estimated number of individuals in the audience of a broadcast that is reached at least once during a specific period of time.
Search Engine Marketing (SEM): Applying online strategies to make your website visible in the popular SERPs.
Search Engine Optimization (SEO): The process of fine tuning your website according to encourage high ranks within the natural results of the SERPs.
Search Engine Spiders: The robots that are sent out by search engines to 'crawl' through your website gathering data.
SERPs: Search Engine Results Pages: The list of websites that appear when you type your query into a search engine.
Sponsored Listings: Also known as PPC, Pay per click, Cost per click. These results usually display in a different colour to the natural results and are positioned at the top and/or to the right side of the SERPs.
Strategic Market Planning: The planning process that yields decisions in how a business unit can best compete in the markets it elects to serve. The strategic plan is based upon the totality of the marketing process.
Tagline: The verbal or written portion of an advertising message that summarizes the main idea in a few memorable words--a slogan.
Target Market: A group of individuals whom collectively, are intended recipients of an advertiser's message.
Target Market Identification: The process of using income, demographic, and life style characteristics of a market and census information for small areas to identify the most favorable locations.
URL Re-writing: A technique in SEO that makes long unreadable file names into shorter more understandable filename
Vehicle: A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would be magazines, while one vehicle would be Time magazine.
Vertical Publications: Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and Retail Banking Today.
Vision: A guiding theme that articulates the nature of the business and its intentions for the future, based upon how management believes the environment will unfold. A vision is informed, shared, competitive and enabling.
Word of Mouth Advertising: Advertising that occurs when people share information about products or promotions with friends.
Wear Out: The point reached when an advertising campaign loses it's effectiveness due to repeated overplay of ads.
Word Painting: A technique used in the radio broadcast industry that uses highly descriptive words to evoke images in reading material as an attempt to place the listener into the scene.
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Glossary Terms: A-E / F-M / N-Z