|
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| Earned Rate
|
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The actual rate for print space taking into account volume and frequency discount.
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| Earned Rate
|
|
A discount applied retroactively as the volume of advertising increases through the year. (Ch. 14)
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| Earned Rate
|
|
A discounted media rate, based on volume or frequency of media placement.
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| Earnings
|
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The money left over after business subtracts its expenses from the money it took in from sales. Another word for profit.
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| Ecommerce
|
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The process of selling products or services via the Web.
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| Ecommerce
|
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The ability to conduct business electronically.
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| Economic Infrastructure
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A countrys communications, transportation, financial, and distribution networks.
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| Economic Progress
|
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Enhancement of the nations income whilst maintaining the national wealth that will support future consumption.
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| Economic Sustainability
|
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The concept of creating business policies that are financially supportable over a long period of time without taking away too many financial resources of the organisation.
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| Economically Sustainable
|
|
Business policies that are financially supportable over a long period of time without taking away too many financial resources of the organisation.
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| Economies Of Scale
|
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Factors that cause the average cost of producing or providing something (such as insurance products/services) to drop as output increases.
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| Economies Of Scale
|
|
A decline in cost with accumulated sales or production. In advertising, economies of scale often occur in media purchases as the relative costs of advertising time and/or space may decline as the size of the media budget increases.
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| Editorial Environment
|
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The standard editorial content, tone and philosophy of a medium. Can be thought of in terms of being an advantage or disadvantage for advertising effectiveness.
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| Editorial Review
|
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The advertisement submitted by the advertiser is checked for its relevancy and whether it fulfills the editorial guideline of the PPC advertisement.
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| Editorial.
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An opintion piece by the editors of magazines and newspapers.
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| Effective Frequency
|
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The average number of times a person must Please refer or hear a message before it becomes effective. (Ch. 8)
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| Effective Frequency
|
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Exposures to an advertising message required to achieve effective communication. Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage.
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| Effective Reach
|
|
A measure of the percentage of a media vehicles audience reached at each effect frequency increment.
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| Effective Reach
|
|
Term used to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to truly be received. (Ch. 8)
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| Efficiency
|
|
The degree of cost effectiveness of advertising as measured by a comparison of cost to messages delivered to the target audience (i.e. CPP, CPM).
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| EFTPOS
|
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Electronic funds transfer at point of sale.
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| Eightsheetfoot Posters
|
|
A type of outdoor advertising offering a 5foot by 11foot printing area on a panel surface 6 feet tall by 12 feet wide. (Ch. 17)
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| Eightytwenty Rule
|
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A ruleofthumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers.
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| Elaboration
|
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The extent to which information in working memory [define?] Is integrated with prior knowledge structures. Or, in more general terms, the amount of intellectual activity brought about by a stimulus.
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| Elaboration Likelihood Model
|
|
A theory of how persuasion occurs due to promotion communication. Psychologists Petty, Cacioppo, and Schumann theorize that the method of persuasion depends on the consumers level of involvement with the product and the message. When consumers have a higher level of involvement with the product or the message, they will tend to comprehend productrelated information, such as product attributes and benefits or demonstrations, at deeper, more elaborate levels. This can lead to product beliefs, positive brand attitudes, and purchase intention. On the other hand, people who have low involvement with the product or the message have little or no reason to pay attention to it or to comprehend the central message of the ad. As a result, direct persuasion is also low, and consumers form few if any brand beliefs, attitudes, or purchase intentions. However, these consumers might attend to some peripheral aspects of the ad or commercialsay, the pictures in the ad or the actors in a commercialfor their entertainment value. And whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad. Please refer also central route to persuasion and peripheral route to persuasion. (Ch. 4)
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| Elaboration Likelihood Model ELM
|
|
A model that identifies two process by which communications can lead to persuasioncentral and peripheral routes.
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| Elasticity
|
|
See advertising elasticity.
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| Electric Spectacular
|
|
Outdoor signs or billboards composed largely of lighting or other electrical components.
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| Electrodermal Response
|
|
A measure of the resistance the skin offers to a small amount of current passed between two electrodes. Used as a measure of consumers reaction level to an advertisement
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| Electroencephalographic EEG Measures
|
|
Measures of the electrical impulses in the brain that are sometimes used as a measure of reactions to advertising.
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| Electronic Couponing
|
|
In supermarkets, the use of frequentshopper cards that automatically credit cardholders with coupon discounts when they check out. Also using touchscreen videos at the point of purchase, instantprint discounts, rebates, and offers to try new brands. (Ch. 9)
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|
| Electronic Media
|
|
Radio and television, which may be transmitted electronically through wires or broadcast through the air. (Ch. 3)
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| Electronic Production
|
|
The process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media. (Ch. 13)
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| Electronic Sign
|
|
Large displays that provide text and graphic messages, similar to those found in sports stadiums. (Ch. 17)
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| Electronic Teleshopping
|
|
Online shopping and information retrieval service that is accessed through a personal computer.
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| Elevation Renderings
|
|
Artistic interpretation of architectural line drawings.
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|
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| ELM Elaboration Likelihood Method
|
|
When recipients have the motivation and ability to process a message, persuasion follows the central route; that is, the person thinks about the message. If they lack either the motivation or ability, persuasion goes though a peripheral route. In that case, they may rely on simple cues such as, “if he is an expert, it must be right.” (This model comes from research by Petty and Cacioppo.)
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| Em
|
|
A unit of type measurement, based on the M character.
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| Em, En.
|
|
Widely-used measurements of type width equivalent to the widths of the letters m and n. Those widths vary from one typeface to another.
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| Email
|
|
Electronic mail. Text files that are sent from one person to another over the internet.
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|
|
| Email Advertising
|
|
Has become one of the fastest growing and most effective ways to provide direct mail. (Ch. 16)
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|
|
| Email Campaign
|
|
Advertising campaign distributed via email.
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|
|
| EMail Champaign
|
|
Direct marketing utilizing Internet email.
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| Email Marketing
|
|
Promotion of products and services to customers via email.
|
|
|
| Emboss
|
|
Embossing a graphic image adds dimension to it by making the image appear as if it were carved as a projection from a flat background.
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|
|
| Emotional Appeals
|
|
Marketing appeals that are directed at the consumers psychological, social, or symbolic needs. (Ch. 11)
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|
|
| Emotional Appeals
|
|
Advertising messages that appeal to consumers feelings and emotions.
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|
|
| Emotional Benefit.
|
|
A non-rational consumer benefit that describes how a consumer feels about using a product or service.
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|
| Empirical Research Method
|
|
A method of allocating funds for advertising that uses experimentation to determine the best level of advertising expenditure. By running a series of tests in different markets with different budgets, companies determine the most efficient level of expenditure. (Ch. 7)
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|
|
| Employee Retention
|
|
The number of employees that remain with a business over a particular period of time. High levels of retention are seen to reflect good HR practices and employee relations.
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|
|
| Employer Of Choice
|
|
Organisations that have policies and practices in place that attract higher calibre people to work for them and where the organisation is able to retain them for longer than their competitors.
|
|
|
| Encoder
|
|
A hardware or software application used to compress audio and video signals for the purpose of streaming.
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|
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| Encoding
|
|
The process of compressing and separating a file into packets so that it can be delivered over a network.
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|
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| Encoding
|
|
The process of putting thoughts, ideas, or information into a symbolic form.
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|
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| Encoding
|
|
Translating an idea or message into words, symbols, and illustrations. (Ch. 1)
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|
|
| Encryption
|
|
The scrambling of digital information so that it is unreadable without the use of digital keys.
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|
|
| Endorsement
|
|
Granting formal and explicit approval.
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|
|
| Endorsement
|
|
Please refer testimonial. (Ch. 2)
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|
|
| Enduser
|
|
The person who actually uses a product, whether or not they are the one who purchased the product.
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|
| End-User.
|
|
The person who actually uses a product, whether or not they are the one who purchased the product.
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|
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| Enquiry
|
|
Usually a request for information, it is sometimes a way for direct marketers to generate names of prospects they can then convert to buyers.
|
|
|
| Entertainment
|
|
The second largest area of sponsorship, which includes things like concert tours, attractions, and theme parks. (Ch. 10)
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|
|
| Entrepreneur
|
|
A person willing to take risks and start new business ventures.
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|
|
| Entrepreneurship
|
|
The willingness to take risks and start new business ventures.
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|
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| Entreprenurial
|
|
Willing to take risks and start new business ventures.
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|
| Entry Page
|
|
Sometimes refers to a single page with a logo and click here link to enter.
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|
|
| Envelope Design
|
|
Part of a well developed business identity.
|
|
|
| Envelope Stuffer
|
|
A direct mail advertisement included with another mailed message (such as a bill).
|
|
|
| Environmental Progress
|
|
A reduction of threats to the environment and improvements in the health of our ecosystems.
|
|
|
| Environments
|
|
Surroundings that can affect the purchase decision. (Ch. 4)
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|
|
| EPC
|
|
Earnings per Click.
|
|
|
| EPC Earnings Per Click
|
|
How much profit is made from each click from a paid ad.
|
|
|
| EPG Electronic Programming Guide
|
|
An application that allows the viewer to interactively select his/her television programming.
|
|
|
| EPV
|
|
Earnings per Visitor.
|
|
|
| EPV Earnings Per Visitor
|
|
The cost it takes to make profit from a sites total number of visitors.
|
|
|
| Equal Distribution
|
|
Ensuring that commercials are scheduled to run in a broad time period or combination of time periods, getting equally distributed across each time period.
|
|
|
| Equal Employment Opportunities EEO
|
|
Equitable policies and practices in recruitment, selection, training and promotion.
|
|
|
| Equal Rotation
|
|
Usually refers to ensuring that commercials are scheduled to run in a broad time period or combination of time periods and get equally distributed across each time period.
|
|
|
| Equal Time
|
|
A Federal Communications Commission requirement that when a broadcaster allows a political candidate broadcast a message, opposing candidates must be offered equal broadcast time.
|
|
|
| Equalized Frequency
|
|
Term used in media buying that refers to the practice of trying to get the same frequency on each station/daypart. For example, placement of spots to get a 2.5 frequency on each radio station on buy.
|
|
|
| Equipmentbased Service
|
|
A service business that relies mainly on the use of specialized equipment. (Ch. 5)
|
|
|
| Equity Raising
|
|
Equity is the ownership interest in a company in the form of shares. Equity raising here would be the buying up of shares to increase this ownership interest.
|
|
|
| Escape
|
|
Getting away from it all is very appealing; you can imagine adventures you cannot have; the idea of escape is pleasurable.
|
|
|
| Escrow Jacket
|
|
Part of a well developed business identity used in the Real Estate and mortgage industries.
|
|
|
| ESTIMATE
|
|
The proposed or expected budget for an advertising effort. Prior to the inception of any promotional project or ad campaign, Motto Advertising provides its clients with a detailed cost estimate.
|
|
|
| Estimate
|
|
A summary of anticipated costs for a proposed purchase.
|
|
|
| Ethernet
|
|
A networking technology that links computers together.
|
|
|
| Ethical Advertising
|
|
Doing what the advertiser and the advertisers peers believe is morally right in a given situation. (Ch. 2)
|
|
|
| Ethical Standards
|
|
Refers to the beliefs of a business about what is considered right or wrong behaviour; these beliefs guide business practice.
|
|
|
| Ethics
|
|
Moral principles and values that govern the actions and decisions of an individual or group.
|
|
|
| Ethics/ethical
|
|
Refers to the beliefs of a business about what is considered right or wrong behaviour; these beliefs guide business practice.
|
|
|
| Ethnic Media
|
|
Media which attract population subsegments characterized by shared race or languageblack radio, Spanish TV, etc.
|
|
|
| ETV Enhanced Television
|
|
A type of interactive television technology which allows content producers to send HTML data and graphical enhancements through a small part of the regular analog broadcast signal called the Vertical Blanking Interval. These enhancements appear as overlays on the video and allow viewers to click on them if they are watching TV via special settop box/software services.
|
|
|
| Evaluation Of Alternatives
|
|
Choosing among brands, sizes, styles, and colors. (Ch. 4)
|
|
|
| Evaluative Criteria
|
|
The dimensions or attributes of a product or service that are used to compare different alternatives.
|
|
|
| Evaluative Criteria
|
|
The standards a consumer uses for judging the features and benefits of alternative products. (Ch. 4)
|
|
|
| Evening
|
|
Monday though Friday from 7pmmidnight.
|
|
|
| Event Marketing
|
|
The marketing of sporting, cultural, and charitable activities to selected target markets.
|
|
|
| Event Planning
|
|
To organize and overplease refer every aspect of corporate and private events such as trade shows and grand openings.
|
|
|
| Event Sponsorship
|
|
A type of promotion whereby a company develops sponsorship relations with a particular event such as a concert, sporting event, or other activity.
|
|
|
| Everflux
|
|
A term associated with the constant updating of Googles algorithm between the major updates.
|
|
|
| Evoked Set
|
|
The various brands identified by a consumer as purchase options and that are actively considered during the alternative evaluation process.
|
|
|
| Evoked Set
|
|
The particular group of alternative goods or services a consumer considers when making a buying decision. (Ch. 4)
|
|
|
| Exact Keyword Match.
|
|
The search query must exactly match your keyword. This means "tennis shoes" will only match a user request for "tennis shoes" and not for "red tennis shoes," even though the second query contains your keyword.
|
|
|
| Exchange
|
|
Trade of something of value between two parties such as a product or service for money. The core phenomenon or domain for study in marketing.
|
|
|
| Exchange
|
|
The trading of one thing of value for another thing of value. (Ch. 4)
|
|
|
| Excite
|
|
Previously a popular search engine with its own database, it has now been transformed into a popular Meta search engine. Available at http://www.excite.com.
|
|
|
| Exclusive
|
|
A public relations tactic whereby one particular medium is offered exclusive rights to a story.
|
|
|
| Exclusive Distribution
|
|
The strategy of limiting the number of wholesalers or retailers who can sell a product in order to gain a prestige image, maintain premium prices, or protect other dealers in a geographic region. (Ch. 5)
|
|
|
| Exclusive.
|
|
A contract that allows advertisers to purchase all inventory on a given page or for chosen keywords.
|
|
|
| Execution
|
|
The practical management activity of getting things done that allows a business to actually achieve its goals. The term was popularised by business leaders Larry Bossidy and Ram Charan.
|
|
|
| Exhibitive Media
|
|
Media designed specifically to help bring customers eyeball to eyeball with the product. These media include product packaging and trade show booths and exhibits. (Ch. 17)
|
|
|
| Exhibits
|
|
A marketing or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows. (Ch. 10, 17)
|
|
|
| Expandable Banner.
|
|
A banner ad that can expand to as large as 468 x 240 pixels after a user clicks on it or after a user moves the cursor over the banner.
|
|
|
| Expandable Banners
|
|
A banner ad which can expand to as large as 468 x 240 after a user clicks on it or after a user moves his/her cursor over the banner. Please refer iab.net for the iab imu guidelines.
|
|
|
| Expense
|
|
The cost of product or service. Business subtracts its expenses from the money it takes in from sales to figure its profit.
|
|
|
| Experience Claims.
|
|
Claims that can be evaluated only after a period of use by the consumer.
|
|
|
| Experience Good.
|
|
A good that can be evaluated only after the product has been used.
|
|
|
| Experimental Method
|
|
A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus. (Ch. 6)
|
|
|
| Expertise
|
|
An aspect of source credibility where a communicator is perceived as being knowledgeable in a given area or for a particular topic.
|
|
|
| Exploratory Research
|
|
Please refer informal research. (Ch. 6)
|
|
|
| Explorer Role
|
|
A role in the creative process that searches for new information, paying attention to unusual patterns. (Ch. 11)
|
|
|
| Export
|
|
To save a file in a different format (that of another program). For example, many Adobe Photoshop files are exported to become GIF or JPEG files.
|
|
|
| EXPOSURE
|
|
The number of potential consumers reached through specific medium.
|
|
|
| Exposure
|
|
The perception of an advertisement or a commercial by an individual.
|
|
|
| Exposure
|
|
Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it.
|
|
|
| Exposure Value
|
|
The value of a medium determined by how well it exposes an ad to the target audience. In other words, how many people an ad sees rather than the other way around. (Ch. 8)
|
|
|
| Exposures
|
|
An individuals contact with an advertising message/commercial/ad. For example, how many times did the person hear the commercial on the radio?
|
|
|
| Extended Market Area EMA
|
|
A BBM defined geographical area comprised of a market and adjacent counties or census divisions, which are assigned to a broadcast market on the basis of majority audience delivery. Also known as Extended Market (EM).
|
|
|
| Extended Or Expanded Font.
|
|
The opposite of condensed. Type that has the same form and height as, but is wider than, the standard face. This is regular Arial type; this is extended Arial type.
|
|
|
| External Analysis
|
|
The phase of the promotional planning process that focuses on factors such as the characteristics of an organizations customers, market segments, positioning strategies, competitors, and marketing environment.
|
|
|
| External Audiences
|
|
In public relations, a term used in reference to individuals who are outside of or not closely connected to the organization such as the general public.
|
|
|
| External Audits
|
|
Evaluations performed by outside agencies t determine the effectiveness of an organizations public relations program.
|
|
|
| External Environment
|
|
Factors external to the business that influence its operation and actions. They include such things such as economic conditions, consumer behaviour and technological developments.
|
|
|
| External Link
|
|
A link that points to another website.
|
|
|
| External Search
|
|
The search process whereby consumers seek and acquire information from external sources such as advertising, other people, or public sources.
|
|
|
| Extranet
|
|
An intranet that is partially accessible to authorized outsiders via a valid username and password.
|
|
|
| Eye Tracking
|
|
A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.
|
|
|
| Eye Tracking
|
|
A method for following the movement of a persons eyes as he or she views an ad or commercial. Eye tracking is used for determining which portions or sections of an ad attract a viewers attention and/or interest.
|
|
|
| Eye Tracking.
|
|
A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements. Initial studies have been traced to Nixon (1924). Today, the technology can simulate reading situations.
|
|
|
| Eyeballs
|
|
Reference to the number of people who view, or lay their eyes on, a certain advertisement.
|
|
|
| EZine
|
|
Stands for electronic magazine and is a name for a web site which is modeled after a print magazine or for a magazine that is only available online or through email.
|