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| C Ampaign
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A series of advertisements held together by some point of similarity.
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| C County
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An A.C. Nielsen definition for any county, other than an A or B county, that has more than 35 thousand inhabitants or is in metropolitan area with more than 35 thousand inhabitants.
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| Cable Modem
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A device that permits oneway or twoway high speed data communication over a cable television system for purposes such as Internet access .
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| Cable Television
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A form of television where signals are carried to households by wire rather than through the airways.
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| Cable TV
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Television signals carried to households by cable and paid by subscription.
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| Cablemodem
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A system of connecting with the Internet that offers highspeed data transfer direct to the computer. Only available from those cable TV companies that offer one of the new cablemodem services such as Roadrunner or @Home.
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| Cache
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Snapshot of a web page as it looked when it was indexed by the search engine spiders. The cached pages on Google usually contain the page text and all links on the page.
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| Cache
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Memory used to temporarily store the most frequently requested content/files/pages in order to speed its delivery to the user. Cache can be local (i.e. On a browser) or on a network. In the case of local cache, most computers have both memory (ram), and disk (hard drive) cache. Today, web browsers cause virtually all data viewed to be cached on a users computer.
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| Cache Busting
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The process by which sites or servers serve content or HTML in such a manner as to minimize or prevent browsers or proxies from serving content from their cache. This forces the user or proxy to fetch a fresh copy for each request. Among other reasons, cache busting is used to provide a more accurate count of the number of requests from users.
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| Cached Ad Impressions
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The delivery of an advertisement to a browser from local cache or a proxy servers cache. When a user requests a page that contains a cached ad, the ad is obtained from the cache and displayed.
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| Caching
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The process of copying a Web element (page or ad) for later reuse. On the Web, this copying is normally done in two places: in the users browser and on proxy servers. When a user makes a request for a Web element, the browser looks into its own cache for the element; then a proxy, if any; followed by the intended server. Caching is done to reduce redundant network traffic, resulting in increased overall efficiency of the Internet.
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| Caching
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Local storage of recently viewed web pages for faster retrieval of information. Browsers store the most recently viewed web pages on the users hard drive. When the user requests to Please refer the content (text or images) again, instead of retrieving it from the web, the browser will search for it in a local folder on the viewers system called the cache. The result is faster page loads for the viewer. This process causes underreporting of the number of times a viewer actually saw a web page or ad.
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| Call To Action.
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Ad copy that encourages users to take a defined action. Examples range from "Click here" or "Buy now" to "Enter now to win a free trip to Hawaii" or "Click to download a free white paper."
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| Cameraready Art
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Artwork that is in sufficiently finished form to be photographed for printing.
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| Cameraready Art
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A finished ad that is ready for the printers camera to shootto make negatives or platesaccording to the publications specifications.
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| Campaign
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Clients hire advertising agencies to create advertising campaigns to promote their brand / Co. An advertising campaign can be made up of a series of ads that can run over a long period of time, on a number of media vehicles like television, radio, print etc.
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| CAMPAIGN
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The total planned, coordinated sales effort on behalf of a specific client or product, often multimedia in nature and run over a period of time. Motto Advertising has created numerous award-winning campaigns for its clients.
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| Campaign
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A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorised together as they are the execution of a central idea
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| Campaign
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The entire advertising effort conducted within a predetermined time frame, usually with one set of advertising objectives.
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| Campaign
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Refers to the advertising that is purchased. For example, Canadian Tires Christmas campaign airs television advertisements in 15 markets for 8 weeks at 200 grps per market.
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| Campaign
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A series of operations to achieve a goal. The process associated with assembly, delivery and tracking of email messaging.
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| Cancellation Date
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The final date for deleting ordered media activity.
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| Capital Markets
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The markets that provide longterm capital through shareholder investment for businesses and other organisations. The markets consist of public companies whose shares can be traded on a stock exchange, e.g. The Australian Stock Exchange.
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| Caption
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(1) An advertisements headline; (2) The text accompanying an illustration or photograph.
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| Caption
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Description of a photograph or illustration, commonly placed beneath it.
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| Car Card
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A poster placed in buses, subways, etc. Also called a Bus card.
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| Card Rate
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Media rates published by a broadcast station or print publication on a rate card. This is typically the highest rate charged by a vehicle.
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| Carend Posters
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A transit advertisement of varying sizes, positioned in the bulkhead
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| Caricature
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A cartoon representation of a character or person.
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| Carryover Effect
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A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period.
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| CARU
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Please refer Childrens Advertising Review Unit.
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| CARU The Childrens Advertising Review Unit
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Division of the Council of Better Business Bureaus that reviews advertising and promotional material directed at children in all media. Please refer caru.org for more information.
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| Cash Discount
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A discount allowed by print media, usually 2% of the net, to encourage prompt payment (e.g., within 10 days)
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| Cast Shadow
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A cast shadow is similar to a drop shadow with added emphasis on perspective. Cast shadows can be rotated, stretched, and skewed to create a realistic 3D effect.
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| Casting Brief
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A detailed, written description of the characters personalities to serve as guides in casting sessions when actors audition for the roles.
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| Catalog
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A collection of products available for sale presented in bound book format.
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| CATALOG
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An illustrated booklet listing products or services available.
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| Catalogs
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Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.
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| Category Development Index CDI
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A comparison of the percent of sales of a product category in a market, to the percent of population in that market.
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| Category Development Index CDI
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The percent of a product categorys total U.S. sales in an area divided by the percent of total U.S. population in the area.
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| Category Development Index CDI
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An index that is calculated by taking the percentage of a product categorys total sales that occur in a given market areas as compared to the percentage of the total population in the market.
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| Category Extension
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The strategy of applying an existing brand name to a new product category.
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| Category Management
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An organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products.
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| CATV
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Community Antenna TV, now simply Cable Television. Signals are delivered by coaxial cable wiring, usually improving the quality of reception and increasing programming possibilities via expansion of receiving channels.
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| Causal Argument.
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Contains information regarding an underlying mechanism that explains the relationship embodied in a theory.
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| Cause Marketing
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Identification and marketing of a social issue, cause, or idea to selected target markets.
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| Cause-Related Marketing (CRM)
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A promotion that links the sale of a product or service with support for a good cause. Unconditioned charitable donations [such as?] Would not be considered cause-related marketing.
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| CBBB
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Council of Better Business Bureaus. A national organization of local business bureaus.
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| CClass
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IP Addresses are 4 digits between 0 and 255. (Example:111.222.333.233). Each number represents a class that is most often denoted as AC (Example: aaa.bbb.ccc.ddd). A cclassrefers to the 255 addresses from xxx.xxx.xxx.001 to xxx.xxx.xxx.255.
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| CD Art
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Original art, illustration, photographs and layout for CD packaging.
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| CDROM
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Acronym for compact diskread only memory; computer storage disk that offers a large amount of storage space and a high concentration of data, combined with fullmotion video and highquality audio.
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| Cease And Desist Order
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An action by the Federal Trade Commission that orders a company to stop engaging in a practice that is consisted deceptive or misleading until a hearing is held.
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| Ceaseanddesist Order
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An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement, campaign, or claim.
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| Ceaseanddesist Order
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May be issued by the FTC if an advertiser wont sign a consent decree; prohibits further use of an ad.
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| Cease-And-Desist Order.
|
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An order by the Federal Trade Commission requiring an advertiser to stop running a deceptive or unfair advertisement, campaign, or claim.
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| Celebrity Endorsement
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Associates product use with a well-known person. By purchasing this product we are led to believe that we will attain characteristics similar to the celebrity.
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| Census Agglomeration CA
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The term used by Statistics Canada to denote the main labour market area of an urbanized core having between 10,000 and 99,999 population.
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| Census Metropolitan Area CMA
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The term used by Statistics Canada to denote the main labour market area of an urbanized core having 100,000 or more population.
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| Center Spread
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The two facing pages at the center of a magazine, desirable because the pages are continuous with little or no interruption at the gutter.
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| Centers Of Influence
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Customers, prospective customers, or opinion leaders whose opinions and actions are respected by others.
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| Central Area
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A BBM defined geographical area (usually centered around one urban center) assigned to a station for reporting purposes. The definition of a Central Market Area generally corresponds to Statistics Canada Areas.
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| Central Location Test
|
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A type of pretest in which videotapes of test commercials are shown to respondents on a onetoone basis, usually in shopping center locations.
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| Central Processing.
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When people think specifically about the message in the advertisement.
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| Central Route To Persuasion
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On of the two routes to persuasion recognized by the elaboration likelihood model. The central route to persuasion views a message recipient as very active and involves in the communications process and as having the ability and motivation to attend to and process a message.
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| Central Route To Persuasion
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One of two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers. When consumers have a high level of involvement with the product or the message, they are motivated to pay attention to the central, productrelated information in an ad, such as product attributes and benefits, or demonstrations of positive functional or psychological consequences; Please refer elaboration likelihood model.
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| Centralised Model
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A system whereby all functions, roles and responsibilities in a particular area (e.g. Human resources) are performed by one central department. Its services are then shared by all other departments. This can help provide consistency within a company.
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| Centralized Advertising Department
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A staff of employees, usually located at corporate headquarters, responsible for all the organizations advertising. The department is often structured by product, advertising subfunction, end user, media, or geography.
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| Centralized Organizational Structure
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A method of organizing for international advertising and promotion whereby all decisions are made in a companys home office.
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| Centralized System
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An organizational system whereby advertising along with other marketing activities such as sales, marketing research, and planning are divided along functional lines and run from one central marketing department.
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| Centsoff Promotion
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A shortterm reduction in the price of a product designed to induce trial and usage. Centsoff promotions take various forms, including basic centsoff packages, onecent sales, free offers, and boxtop refunds.
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| CGI
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Common Gateway Interfacea standard interface between web server software and other programs running on the same machine. In practice, CGI programs are used to handle forms and database queries on web pages, and to produce nonstatic web page content.
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| CGI
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Stands for Common Gateway Interface. CGI is a programming language that is used to broaden a web sites functionality through forms, hit counters, browsers checks, etc.
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| CGI Script Common Gateway Interface
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Cgis are used to allow a user to pass data to a Web server, most commonly in a Webbased form. Specifically, CGI scripts are used with forms such as pulldown menus or textentry areas with an accompanying submit button. The input from the form is processed by a program (the CGI script itself) on a remote Web server.
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| Chain Break
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A pause for station identification, and commercials, during a network telecast.
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| Channel
|
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The method or medium by which communication travels from a source or sender to a receiver.
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| Channel
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Any medium through which an encoded message is sent to a receiver, including oral communication, print media, television, and the Internet.
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| Channel
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1) a band of similar content; 2) a type of sales outlet (also known as channel of distribution), for example retail, catalogue, or ecommerce.
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| Channels Of Distribution
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|
Please refer distribution channels.
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| Channels Of Distribution
|
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The routes used by a company to distribute its products, e.g., through wholesalers, retailers, mail order, etc.
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| Charactercount Method
|
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A method of copy casting in which an actual count is made of the number of characters in the copy.
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| Charter
|
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A statement that outlines the purpose, values and principles that guide the organisations activities.
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| Chat
|
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Online interactive communication between two or more people on the Web. One can talk in real time with other people in a chat room, but the words are typed instead of spoken.
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| Chat Room
|
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An area online where you can chat with other people in realtime.
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| Chief Executive Officer CEO
|
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Also known as the Managing Director; this is the most senior management person in an organisation.
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| Childrens Advertising Review Unit CARU
|
|
This entity, created by the Council of Better Business Bureaus, provides a general advisory service for advertisers, agencies, children, parents, and educators.
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| Chroma.
|
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Chroma is the characteristic which indicates the brightness of an ink color. Examples of high chroma are hot red, lime green, yellow, or cyan. Examples of low chroma are olive green, gray, and black.
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| Chromalin Proof
|
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This proof uses a series of four very thin plastic sheets pressed together; each layers lightsensitive emulsion turns one of the process colors when exposed to certain wavelengths of light.
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| Chrome
|
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A color photographic transparency.
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| Cinema Advertising
|
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Advertising in movie theaters.
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| Cinematographer
|
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A motion picture photographer.
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| Circulation
|
|
The average number of copies of newspapers and magazines distributed per issue, including both subscription and singlesale (often newsstand) copies.
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| Circulation
|
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A statistical measure of a print mediums audience; includes subscription and vendor sales and primary and secondary readership. (Ch. 8)
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| Circulation
|
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Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster. This term sometimes is used for broadcast, as well, but the term audience is used more frequently.
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| Circulation Audit
|
|
Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC).
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| Circus Layout
|
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A layout style filled with multiple illustrations, oversized type, reverse blocks, tilts, or other gimmicks to bring an ad alive and make it interesting.
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| City Zone
|
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A category used for newspaper circulation figures that refers to a market areas composed of the city where paper is published and contiguous areas similar in character to the city.
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| Claim
|
|
Statement about the performance of a product or service. A competitive claim (e.g., more mileage) should be based on research, laboratory evidence, or other factual evidence. A subjective claim (e.g., good tasting) does not need support.
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| Classical Conditioning
|
|
A learning process whereby a conditioned stimulus that elicits a response is paired with a neutral stimulus that does not elicit any particular response. Through repeated exposure, the neutral stimulus comes to elicit the same response as the conditioned stimulus.
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| Classical Conditioning.
|
|
When an animal (or person) learns to associate a stimulus with a reinforcement or aversion (sauch as salivating at the mentioin of chocolate).
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| Classified
|
|
Advertising which does not used pictures, and is generally not produced by an agency. A good example of how vendors can communicate directly with buyers
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| CLASSIFIED AD
|
|
A brief listing appearing in a periodical of items for sale and/or services offered, usually arranged by category. Motto Advertising has extensive experience in writing and inserting effective classified ads in newspapers, magazines, on television and the internet.
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| Classified Ads
|
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Newspaper, magazine, and now Internet advertisements usually arranged under subheads that describe the class of goods or the need the ads seek to satisfy. Rates are based on the number of lines the ad occupies. Most employment, housing, and automotive advertising is in the form of classified advertising.
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| Classified Advertising
|
|
Used to locate and recruit new employees, offer services, or sell or lease new and used merchandise.
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| Classified Advertising
|
|
Print advertising that is limited to certain classes of goods and services, and usually limited in size and content.
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| Classified Advertising
|
|
Advertising that runs in newspapers and magazines that generally contains text only and is arranged under subheading according to the product, service, or offering. Employment, real estate, and automotive ads are the major forms of lassified advertising.
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| Classified Advertising
|
|
Advertising that runs in newspapers and magazines that generally contains text only and is arranged under subheading according to the product, service, or offering. Employment, real estate, and automotive ads are the major forms of classified advertising.
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| Classified Advertising Network Of New York CANNY
|
|
(A statewide affiliation of daily newspapers that enables advertisers to place classified ads in daily newspapers throughout the state easily and inexpensively. Classified ad website
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| Classified Display Ads
|
|
Ads that run in the classified section of the newspaper but have largersize type, photos, art borders, abundant white space, and sometimes color. (Ch. 14)
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| Claymation
|
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An animation method that uses clay figurines.
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| Cleansing
|
|
List or data cleansing refers to keeping the data as up to date as possible by eliminating incorrect information, duplicate entries and updating all changes.
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| Clearance
|
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The process by which a vehicle reviews an advertisement for legal, ethical, and taste standards, before accepting the ad for publication.
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| Clearance
|
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To obtain a period of time in order to broadcast a program on a local station. Also refers to the ability of a station to air a schedule as ordered.
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| Clearance Advertising
|
|
A type of local advertising designed to make room for new product lines or new models or to get rid of slowmoving product lines, floor samples, broken or distressed merchandise, or items that are no longer in season.
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| Clearance.
|
|
The process of reviewing an advertisement for legal, ethical, and taste standards, before accepting the ad for publication.
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| Clearinghouse
|
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Business that collects and prepares items such as coupons or checks for the business that issued them.
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| Click
|
|
A clickthrough is generated when a user clicks with their mouse on a hyperlink within the email message and is redirected to their browser (or email application) to view the links corresponding web page. A clickthrough (CTR) is often stated as a percentage of clicks over received messages.
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| Click
|
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An action taken after viewing an online ad, usually leading to a view of the advertisers web site, or some other desired landing page.
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| Click Down
|
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The action of clicking on an element within an ad and having another file displayed on the users screen, normally below or above the initial ad. Click down ads allow the user to stay on the same web page and provide the advertiser a larger pallet to communicate their message.
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| Click Fraud
|
|
The act of clicking on a competitors PPC paid ads on the search engines in order to run them through their budget and eliminate them from the listings or just simply to make them spend money on clicks which arent from genuine customers. Click fraud is frowned upon by the search engines and can have legal rammifications for offenders.
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| Click Rate
|
|
In Internet advertising, the number of clicks on an advertisement divided by the number of ad requests. A method by which marketers can measure the frequency with which users try to obtain additional information about a product by clicking on an advertisement. Also called clickthrough rate.
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| Click Rate
|
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Ratio of ad clicks to ad impressions.
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| Click-Down Ad, Also Click-Within Ad.
|
|
An ad that allows the user to stay on the same web page, while viewing requested advertising content. Click-downs display another file on the user's screen, normally below or above the initial ad. Click-withins allow the user to drill down for more information within the ad.
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| Clicks
|
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1) metric which measures the reaction of a user to an Internet ad. There are three types of clicks: clickthroughs; inunit clicks; and mouseovers; 2) the opportunity for a user to download another file by clicking on an advertisement, as recorded by the server; 3) the result of a measurable interaction with an advertisement or key word that links to the advertisers intended Web site or another page or frame within the Web site; 4) metric which measures the reaction of a user to hotlinked editorial content. Please refer iab.net for ad campaign measurement guidelines. Please refer also ad click, clickthrough, inunit clicks and mouseover.
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| Clickstream
|
|
1) the electronic path a user takes while navigating from site to site, and from page to page within a site; 2) a comprehensive body of data describing the sequence of activity between a users browser and any other Internet resource, such as a Web site or third party ad server.
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| Clickthrough
|
|
A term used in reference to when a World Wide Web user clicks on an ad banner to visit the advertisers site. Some Web publishers charge advertisers according to the number of clickthroughs on a given ad banner.
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| Clickthrough
|
|
The action of following a hyperlink within an advertisement or editorial content to another Web site or another page or frame within the Web site. Ad clickthroughs should be tracked and reported as a 302 redirect at the ad server and should filter out robotic activity.
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| Clickthrough Rate
|
|
The percentage of those clicking on a link out of the total number who Please refer the link. For example, imagine 10 people do a web search. In response, they Please refer links to a variety of web pages. Three of the 10 people all choose one particular link. That link then has a 30 percent clickthrough rate. Also called CTR.
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| Clickthrough Rate (CTR).
|
|
The number of clickthroughs divided by the number of impressions, multiplied by 100 and expressed as a percentage. For example, your CTR is one percent if 100 people are shown your ad and one person clicks through to your site. Ctrs typically range from 0.5 percent for banner ads to 3.0 percent for text links. Also known as ad impression ratio or yield.
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| Clickthrough Rate CTR
|
|
Refers to the number of times visitors to a site click on an ad.
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| Clickthrough.
|
|
The action of clicking an ad element and causing a redirect to another web page.
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| Clickwithin
|
|
Similar to click down or click. But more commonly, clickwithins are ads that allow the user to drill down and click, while remaining in the advertisement, not leaving the site on which they are residing.
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| Client
|
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The agencys term for the customer it represents.
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| Client
|
|
A computer, program or process which makes requests for information from another computer, program or process. Web browsers are client programs. Search engine spiders are (or can be said to behave as) clients.
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| Client
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A computer that submits an information request to a server on behalf of a user or proxy.
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| Client
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The ad agencys term for the advertisers it represents.
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| CLIENT
|
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An organization that employs an advertising agency to create advertisements. Motto Advertising helps its clients become rich beyond the dreams of avarice.
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| Client
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The organisation who pays the agency
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| Clientinitiated Ad Impression
|
|
One of the two methods used for ad counting. Ad content is delivered to the user via two methodsserverinitiated and clientinitiated. Clientinitiated ad counting relies on the users browser for making requests, formatting and redirecting content. For organizations using a clientinitiated ad counting method, counting should occur at the publishers ad server or thirdparty ad server, subsequent to the ad request, or later, in the process. Please refer serverinitiated ad impression.
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| Clients
|
|
The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
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| CLIO
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|
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| Clipping Service
|
|
A service which clips competitors advertising from local print media allowing the company to monitor the types of advertising they are running or to estimate their advertising expenditures.
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| Cloaking
|
|
In terms of search engine marketing, this is the act of getting a search engine to record content for a URL that is different than what a searcher will ultimately see. (Hiding of page content). It can be done in many technical ways. Several search engines have explicit rules against unapproved cloaking. Those violating these guidelines might find their pages penalized or banned from a search engines index. As for approved cloaking, this generally only happens with search engines offering paid inclusion program. Anyone offering cloaking services should be able to demonstrate explicit approval from a search engine about what they intend to do. If not, then they should then have explained the risks inherent of unapproved cloaking. (Using cloaking a web site will submit a page built purely to rank high for a search engine algorithm and then display completely different content for human users).
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| Cloaking
|
|
A technique that shows keyword stuffed apges to a search engine, but a real page to a human user.
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| Close
|
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That part of an advertisement or commercial that asks customers to do something and tells them how to do itthe action step in the ads copy. (Ch. 12)
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| Close
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Obtaining the commitment of the prospect in a personal selling transaction.
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| Close-Up (CU)
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In film or tape, a partial view of the subject (e.g., only the head of the person). An extreme close-up (ECU) might show only the eyes.
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| Closing Date
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The day final copy and other materials must be at the vehicle in order to appear in a specific issue or time slot.
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| Closing Date
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The final date for contracting to run an ad in a newspaper or magazine.
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| Closing Date
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A publications final deadline for supplying printing material for an advertisement.
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| Cluster
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A group of stations in the same market under common ownership or sales management.
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| Clustering
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In search engine search results pages, clustering is limiting each represented website to one or two listings.
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| Clutter
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High levels of advertising activity, particularly in terms of number of advertising units, so that any given ad or commercial tends to be lost in the crowded commercial environment.
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| Clutter
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When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewers or listeners attention.
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| Clutter Tests
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Method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts.
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| Clutter.
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When an advertisement is surrounded by other ads, thereby forcing it to compete for the viewer’s or listener’s attention.
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| Coated Stock
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Paper with a slick and smooth finish.
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| Code Of Conduct
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Provides a definition and outline of acceptable behaviour and conduct that must be followed and also usually gives clarification of unacceptable behaviour.
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| Codec
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Short for compressor/decompressor. Codecs are computer algorithms that are used to compress the size of audio, video, and image files. Because these compressed files are much smaller, they do not require as much bandwidth when they are streamed or stored on a computer. The same codec that originally compressed the file must be used to decompress and open the file.
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| Cognition
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The point of awareness and comprehension of a stimulus.
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| Cognitive Component
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The consumer’s knowledge, thoughts, and beliefs about an object or issue.
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| Cognitive Dissonance
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Please refer theory of cognitive dissonance.
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| Cognitive Dissonance
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A state of psychological tension or postpurchase doubt that a consumer may experience after making a purchase decision. This tension often leads the consumer to try to reduce it by seeking supportive information.
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| Cognitive Processing
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The process by which an individual transforms external information into meanings or patterns of thought and how these meanings are used to form judgments or choices about behavior.
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| Cognitive Responses
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Thoughts that occur to a message recipient whole reading, viewing, and/or hearing a communication.
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| Cognitive Theory
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An approach that views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problem solving.
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| Coincidental Survey
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A survey of viewers or listeners of broadcast programming, conducted during the program.
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| Cold Fusion
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A CGI database program from Allaire. Cold fusion uses a file extension of cf or cfm. Also used by some cloaking programs.
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| Cold Type
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Refers to most modern typesetting methods, such as phototypesetting, because they do not involve pouring hot molten metal into molds for different type fonts.
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| Collateral Material
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All the accessory nonmedia advertising materials prepared by manufacturers to help dealers sell a productbooklets, catalogs, brochures, films, tradeshow exhibits, sales kits, and so on.
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| Collateral Materials
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Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered collateral to the sales message delivered by the sales person.
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| Collateral Materials.
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Sales brochures, catalogs, specification sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered “collateral” to the sales message delivered by the sales person.
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| Collateral Services
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Companies that provide companies with specialized services such as package design, advertising production, and marketing research.
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| Collectibles
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A type of premium that consumers may desire to have as a part of a greater collection of similar goods.
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| Collective Bargaining
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Where, in dealing with employers, unions represent employees across a number of job roles or industries.
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| Color Cast
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A color cast changes the hue (color) of a selected part of an image while keeping the saturation and brightness intact. Viewing an image with a color cast can be similar to viewing it through colored lenses on eyeglasses. A commonly known color cast (in graphic design) is a duotone.
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| Color Key
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A color proof that is a lessexpensive form of the Chromalin, with thicker plastic sheets that can be lifted up.
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| Color Proof
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An early fullcolor print of a finished advertisement, used to evaluate the ads final appearance.
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| COLOR SEPARATION
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A traditional photographic process that uses four film negatives to ultimately create a full-color printed product. Recent computer innovations have obviated the need for separated film negatives in certain applications.
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| Color Separation
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A fullcolor ad normally is generated through printing of four separate colors: yellow, cyan, magenta, and black. The color separation consists of four separate screens; one for each of those four colors.
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| Color Separations
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Four separate continuoustone negatives produced by photographing artwork through color filters that eliminate all the colors but one. The negatives are used to make four printing platesone each for yellow, magenta, cyan, and blackfor reproducing the color artwork.
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| Color Strip
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Samples of eye shadow, blush, lipstick, and other makeup inserted into magazines.
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| Color.
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Color can be described along four dimensions: hue, saturation, lightness, and brightness. All are psychological, that is, subjective, variables, but they do correspond to physical variables in some relationship.
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| Column Inch
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A common unit of measure by newspapers, whereby ad space is purchased by the width, in columns, and the depth, in inches. For example, an ad that is three standard columns wide and 5 inches tall (or deep) would be 15 column inches.
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| Combination Offers
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A sales promotion device in which two related products are packaged together at a special price, such as a razor and a package of blades. Sometimes a combination offer may be used to introduce a new product by tying its purchase to an established product at a special price.
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| Combination Rate
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A special media pricing arrangement that involves purchasing space or time on more than one vehicle, in a package deal. This is frequently offered where different vehicles share a common owner.
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| Combination Rates
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Special newspaper advertising rates offered for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; or (3) two or more newspapers affiliated in a syndicate or newspaper group.
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| Combination Rates
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A special rate or discount offered for advertising in two or more periodicals. Combination rates are often offered by publishers who own both morning and evening editions of a newspaper in the same market.
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| Combo
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Two (or sometimes more) Radio stations, usually operated by the same owner in the same market.
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| Combo Layout
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A layout style that combines two or more other layout types to make an ad look more interesting.
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| Command Headline
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A type of headline that orders the reader to do something.
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| Comment
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The HTML tags are used to hide text from browsers. Some search engines ignore text between these symbols but others index such text as if the comment tags were not there. Comments are often used to hide javascript code from noncompliant browsers, and sometimes to provide invisible keywords to some search engines.
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| Commercial
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Refers to the broadcast time purchased for the commercial. Also known as Spot and Occasion.
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| Commercial
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Refers to an audio or visual advertisement that carries the advertisers message through a range of media such as radio, television etc. Commercials show in between television programs and serve the purpose of informing, educating and creating an interest in the advertised brand.
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| COMMERCIAL
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An audio or video advertising announcement, usually presented on television, radio or in a movie theater. Visit our creative portfolio to see some of the celebrated commercials MJM has produced.
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| Commercial Advertising
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Advertising that involves commercial interests rather than advocating a social or political cause.
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| Commercial Breaks
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A paid advertisement shown during a designated gap in a television show on a commercial television station.
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| Commercial Television
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A profitmaking business that earns its revenue mainly from advertising during its television programs.
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| Commercialising/commercialisation
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The process of transforming the results of research projects into marketable products or services.
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| Commercials
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Sales messages brought to you on television or radio. Marketers pay radio or television stations to send their messages to you.
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| Commercials
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Radio and television advertising.
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| Commission System
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A method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15 percent) from the media on any advertising time or space it purchases.
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| Commitment.
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A person’s intentions to do something.
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| Common Bond
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Something all members of particular credit union share, such as an employer, school, the place they live, or the place they worship.
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| Communication
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Th passing of information, exchange of ideas, or process of establishing shared meaning between a sender and a receiver.
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| Communication Element
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Includes all marketingrelated communications between the seller and the buyer.
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| Communication Error
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The failure of a Web browser/Web server to successfully request/transfer a document.
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| Communication Objectives
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Goals that an organization seeks to achieve through its promotional program in terms of communication effects such as creating awareness, knowledge, images, attitudes, preferences, or purchase intentions.
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| Communication Process
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A description or explanation of the chainofevents involved in communicating information from one party to another.
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| Communication Task
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Under the DAGMAR approach to setting advertising goals and objectives, something that can be performed by and attributed to advertising such as awareness, comprehension, conviction, and action.
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| Communications Media
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An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertisers message.
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| Communications Mix
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A variety of marketing communications tools, grouped into personal and nonpersonal selling activities.
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| Community Involvement
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A local public relations activity in which companies sponsor or participate in a local activity or supply a location for an event. (
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| Company Conventions And Dealer Meetings
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Events held by manufacturers to introduce new products, sales promotion programs, or advertising campaigns. (
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| Comparative Advertising
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The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics.
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| Comparative Advertising
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An advertising appeal that consists of explicitly comparing one product brand to a competitive brand.
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| Comparative Advertising
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Advertising that claims superiority to competitors in some aspect.
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| Comparative Advertising.
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Advertisement that compares two or more specifically named or recognizably presented brands of the same type of product or service, and makes such a comparison in terms of one or more specific product or service attributes. Direct comparative advertising explicitly names a competitive brand (e.g., Huggies diapers) and indirect comparative advertising refers to a competitive brand without explicitly naming it (e.g., Brand “X”).
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| Compensatory Decision Rule
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A type of decision rule for evaluating alternatives where consumers consider each brand with respect to how it performs on relevant or salient attributes and the importance of each attribute. This decision rule allows for a negative evaluation or performance on a particular attribute to be compensated for by a positive evaluation on another attribute.
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| Competition
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The rivalry that exists in a marketplace for the purpose of obtaining market advantage. Markets are based on the concept of competition. Businesses will compete with one another to achieve market dominance or a greater market share. Please refer also, competitiveness
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| Competitionoriented Pricing
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A strategy whereby prices are set based on what a firms competitors are charging competitive advantage. Something unique or special that a firm does or possesses that provides and advantage over its competitors.
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| Competitionoriented Pricing
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A pricing strategy that is based upon what the competition does.
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| Competitive Advantage
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Exists when one producer has a more efficient way of combining resources to produce a good or service that gives that organisation a market advantage over its competitors.
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| Competitive Check
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Analysis of rival advertising levels and patterns, usually conducted on the basis of syndicated data supplied by monitoring organizations (BAR, LNA).
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| Competitive Parity
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A method of determining an advertising budget, designed to maintain the current share of voice.
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| Competitive Parity Method
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A method of setting the advertising and promotion budget based on matching the absolute level of percentage of sales expenditures of the competition.
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| Competitiveness
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The ability of a company to compete effectively with other firms.
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| Compiled List
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A type of directmail list that has been compiled by another source, such as lists of automobile owners,##new home purchasers, business owners, union members, and so forth. It is the most readily available type of list but offers the lowest response expectation.
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| Compiled List
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A list of names, addresses and emails that are created specifically to be used by direct marketers.
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| Compliance
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To act in accordance with the requests of another party.
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| Compliance
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A type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or to avoid punishment.
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| Compliment The Consumer
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Advertisers flatter the consumer who is willing to purchase their product. By purchasing the product the consumer is recognized by the advertisers for making a good decision with their selection.
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| Comprehensibility.
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The intrinsic value of the printed word which permits it to be read and understood. A measure through which a word denotes a material object as opposed to an abstract quality, state, or action (Hawkins & Allen 1991, p. 303).
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| Comprehensive Layout
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A rough layout of an ad designed for presentation only, but so detailed as to appear very much like the finished ad will look.
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| Comprehensive Layout
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A facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. The comp is prepared so the advertiser can gauge the effect of the final ad.
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| Compression
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A method of packing data in order to save disk storage space or download time. Jpegs are generally compressed graphics files. Compression is a technique to make a file or a data stream smaller for faster transmission or to take up less storage space.
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| Computer Simulation Models
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Quantitativebased models that are used to determine the relative contribution of advertising on sales as decreasing.
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| Concave Downward Function
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An advertising/sales response function that views the incremental effects of advertising on sales as decreasing.
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| Concept
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Every advertisement is designed around a concept or idea that gives shape to the entire advertising campaign.
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| CONCEPT
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The general idea behind a slogan, pitch, or campaign.
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| Concept Search
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A search for documents related conceptually to a word, rather than specifically containing the word itself.
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| Conceptualization
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Please refer visualization.
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| Condensed
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Type letters with normal form and height, but which are narrower than the standard. Many types are designed with a condensed form, and some have ultra condensed forms. This is regular Arial type; this is condensed Arial type.
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| Conditioning Theory
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The theory that learning is a trialanderror process. Also called stimulusresponse theory.
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| Confirmation
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Agreement from a station that clearance has been made for a specifically ordered schedule.
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| Consent Decree
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A document advertisers sign, without admitting any wrongdoing, in which they agree to stop objectionable advertising.
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| Consent Order
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Also called a consent decree, this is a Federal Trade Commission order, by which an advertiser agrees to make changes in an advertisement or campaign, without the need for a legal hearing.
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| Consistency (Of Attitudes).
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The assumption that attitude change results by exploiting a person’s desire for agreement or similarity among the facts associated with an object. For example, a person may have a negative opinion about a brand but a positive opinion about the person who is endorsing the brand in an advertisement. Conflicts create tens |