PR & advertising dictionary
Above-the-line expenses
these usually include advertising in traditional media. In recent years, the development of the Internet and interactive media have blurred this line
Account planner
an outgrowth of British agency structure where a planner initiates and reviews research and participates in the creative process. In some agencies, the planner is considered a spokesperson for the consumer
Advertising
use of purchased media space or time to promote an organization’s products or services. It is often used to retain full control over message content, placement, and timing
Advertising campaign
coordinated series of linked advertisements (broadcast usually through several media channels) that (1) focus on a common theme and one or few brands or products, (2) are directed at a particular segment of the population (targeted audience), and (3) are aimed at achieving a specific objective (such as awareness or market share). Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years
Advertising clearance process
the internal process of clearing ads for publication and broadcast, conducted primarily by ad agencies and clients
Advertising Council
a non-profit network of agencies, media, and advertisers dedicated to promoting social programs through advertising
Advertising goals
the communication objectives designed to accomplish certain tasks within the total marketing program
Advertising objectives
those specific outcomes that are to be accomplished through advertising
Advertorial
a print advertisement which is styled to resemble the editorial format and type face of the publication in which it runs. Most publishers require advertorials to be labeled “advertisement” at the top. Also refers to Infomercial
Announcement
an advertising message in broadcast media, commonly 10, 15, 30 or 60 seconds in length. Synonymous with “commercial” and usually referred to as a “spot”
AQH
the average quarter-hour rating for broadcast programs as reported by several media research suppliers
ATL
above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines to promote brands. Major uses include television and radio advertising, web and Internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. It differs from Below the line advertising, which believes in unconventional brand-building strategies, such as direct mail and printed media (and usually involve no motion graphics)
Audience Accumulation
the total net number of people (or homes) exposed to a medium during its duration; e.g., a half-hour broadcast program, a magazine issue
Audience Composition
the demographic profile of media audiences
Audience Turnover
the average ration of cumulative audience listening/viewing to the average audience listening/viewing
Audit Bureau of Circulation (ABC)
an organization formed by media suppliers, advertisers, and advertising agencies to audit the circulation statements of its member newspapers and magazines
Average Audience (AA)
in broadcast, the number of homes (or individuals) tuned to the average minute of a program. In print media, the number of individuals who looked into an average issue of a publication and are considered “readers”
Backgrounder
fact sheet providing historical or explanatory information on an organization or issue
Backlit
describes an out-of-home display where the advertising message is printed on translucent plastic and backlit with fluorescent bulbs
Barter
the exchange of goods and services without the use of cash. Usually the acquisition of media time or space in exchange for merchandise
Behavioral research
market research that attempts to determine the underlying nature of purchase behavior
Below-the-line expenses
these refer to promotions other than advertising such as public relations. Typically, they are more difficult to measure than above the line expenses
Bleed
in print media, to extend the illustration or copy to the edge of a page so there is no white border. In outdoor media, a poster panel that uses the entire available space
Blog
from web log. An online diary or commentary maintained by an individual
Boilerplate
standard one-paragraph description of an organization, typically placed at the end of news releases or promotional material
Brand
a name, term, sign, design, or a unifying combination of them, intended to identify and distinguish the product or service from competing products or services
Brand equity
the value of how such people as consumers, distributors, and salespeople think and feel about a brand relative to its competition over a period of time
Brand extensions
these are new product introductions under an existing brand to take advantage of existing brand equity
Brand loyalty
degree to which a consumer purchases a certain brand without considering alternatives
Brand name
the written or spoken part of a trademark, in contrast to the pictorial mark; a trademark word
Brand positioning
consumers’ perceptions of specific brands relative to the various brands of goods or services currently available to them
Brand preference
when all marketing conditions are equal, a consumer will choose a preferred brand over another
Briefing
short meeting with journalists held usually at the end of an action. It serves for providing promptly the information on the outcome of the negotiations and the positions involved
Broadsheet
synonymous with a “standard” size newspaper, as compared to a “tabloid” size
Brochure
printed sheet or sheets, usually folded, with many design elements
BTL
below the line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than above the line strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates
Business-to-business advertising
advertising that promotes goods through trade and industrial journals that are used in the manufacturing, distributing, or marketing of goods to the public
Byliner
article ghost-written by public relations writers and issued over the byline of someone else – usually an expert whose name will attract attention and add credibility
Category manager
a relatively new corporate position, this manager is responsible for all aspects of the brands in a specific product category for a company including research, manufacturing, sales, and advertising. Each product’s advertising manager reports to the category manager
Cause-related marketing
marketing strategies that attempt to link a company to some social or charitable cause
Centre-spread
the facing pages in the exact center of magazine
Circulation
in print media, the number of copies sold or distributed by a publication. In broadcast, the number of homes owning a TV/radio set within station’s coverage area. Or, in cable TV, the number of households that subscribe to the cable services that carry a given network. In out-of-home media, the number of people passing an advertisement who have an opportunity to see it
Communication audit
systematic review of communication activities to assess whether they are having their intended effect
Community relations
community relations refer to the various methods companies use to establish and maintain a mutually beneficial relationship with the communities in which they operate. The underlying principal of community relations is that when a company accepts its civic responsibility and takes an active interest in the well-being of its community, then it gains a number of long-term benefits in terms of community support, loyalty, and good will
Comparative advertising
it directly contrasts an advertiser’s product with other named or identified products
Concept testing
the target audience evaluation of (alternative) creative strategy. Testing attempts to separate good and bad ideas and provide insight into factors motivating acceptance or rejection
Conjoint analysis
a research technique designed to determine what consumers perceive as a products most important benefits
Consumer advertising
directed to people who will use the product themselves, in contrast to trade advertising, industrial advertising, or professional advertising
Consumer Franchise Building
creating promotional messages that allow consumers to differentiate one brand from others in the product category
Content analysis
research method that measures the frequency of occurrence of words, visuals, or ideas
Controlled Circulation magazines
sent without cost to people responsible for making buying decisions. To get on such lists, people must state their positions in companies; to stay on it, they must request it annually. Also known as qualified-circulation publications
Copy testing
measuring the effectiveness of ads
Corporate Communication
is the communication(s) issued by a corporate / organization / body / institute to all its public(s). Publics here - can be both internal (employees, stakeholders, i.e - share and stock holders) and external (agencies, channel partners, media, government, industry bodies and institutes, educational institutes and general public)
Cost-per-Rating-Point (CPP)
the cost of an advertising unit (e.g. a 30-second commercial) divided by the average rating of a specific demographic group (e.g. women 18-49)
Cost-per-Thousand (CPM)
the cost per 1 000 people (or homes) delivered by a medium or media schedule
Coupon
most popular type of sales-promotion technique
Cover Position
the usually premium-priced cover space in a magazine. The second cover is the inside front; the third cover is the inside back; the fourth cover is the outside back
Coverage
the percentage of a population group covered by a medium. Commonly used with print media to describe their average issue audience within defined demographic or purchasing groups
Crisis
threat or surprise of some magnitude that negatively affects an organization or individual and requires an immediate response
Crisis Communications
is generally considered a sub-specialty of the public relations profession that is designed to protect and defend an individual, company or organization facing a public challenge to its reputation. These challenges may come in the form of an investigation from a government agency, a criminal allegation, a media inquiry, a shareholders lawsuit, a violation of environmental regulations, or any of a number of other scenarios involving the legal, ethical, or financial standing of the entity
Cross promotion
retail selling technique in which purchase of one item allows an automatic discount on a different but related product
Cross-media buy
several media or vehicles that are packaged to be sold to advertisers to gain a synergistic communication effect and efficiencies in purchasing time or space
Cume (Cumulative) Rating
the reach of a radio or TV program or station, as opposed to the “average” rating
Customer relationship management (CRM)
is an integrated information system that is used to plan, schedule and control the presales and postsales activities in an organization. CRM embraces all aspects of dealing with prospects and customers, including the call center, sales force, marketing, technical support and field service. The primary goal of CRM is to improve long-term growth and profitability through a better understanding of customer behavior. CRM aims to provide more effective feedback and improved integration to better gauge the return on investment (ROI) in these areas
Chat group
online discussion group that takes places in real time, as a conversation
