|
|
| P3P Platform For Privacy Preferences Project
|
|
Browser feature that will analyze privacy policies and allow a user to control their privacy needs.
|
|
|
| Package
|
|
(1) A combination of programs or commercials offered by a network that is available for purchase by advertisers either singly or as a discounted package deal. (2) A merchandise enclosure or container.
|
|
|
| Package Design
|
|
The design of a merchandise enclosure or container.
|
|
|
| Package Enclosure
|
|
Same as Inpack premium, above.
|
|
|
| Package Insert
|
|
Separate advertising material included in merchandise packages that advertises goods or services; also referred to as Package Stuffer.
|
|
|
| Package Insert.
|
|
Separate advertising material included in merchandise packages that advertises other goods or services; also referred to as Package Stuffer.
|
|
|
| Package.
|
|
(1) A combination of programs or commercials offered by a network that is available for purchase by advertisers either individually or as a discounted package deal. (2) A merchandise enclosure or container.
|
|
|
| Packaging
|
|
The container for a productencompassing the physical appearance of the container and including the design, color, shape, labeling, and materials used.
|
|
|
| Packet Sniffer
|
|
A program used to monitor and record activity and to detect problems with Web transactions on a network.
|
|
|
| Page
|
|
A document having a specific URL and comprised of a set of associated files. A page may contain text, images, and other online elements. It may be static or dynamically generated. It may be made up of multiple frames or screens, but should contain a designated primary object which, when loaded, is counted as the entire page.
|
|
|
| Page Display
|
|
When a page is successfully displayed on the users computer screen.
|
|
|
| Page Impression
|
|
A measurement of responses from a Web server to a page request from the users browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to the opportunity to Please refer the page by the user.Please refer iab.net for ad campaign measurement guidelines.
|
|
|
| Page Layout
|
|
A sketch which gives the general appearance of the printed page, showing placement of headlines, text, and illustration.
|
|
|
| Page Layout.
|
|
1) An indication of what the finished page of a print ad will look like ; 2) Involves decisions as to how the various components of headline, illustration, copy, and identification marks are to be arranged and positioned on the page (BMA).
|
|
|
| Page Request
|
|
The opportunity for an HTML document to appear on a browser window as a direct result of a users interaction with a Web site.
|
|
|
| PAGE UNIT
|
|
Most magazine advertisements are sold in page units rather than in columns and inches. There are rates for a full page, half page, one-third page, one-sixth page, etc.
|
|
|
| Page View
|
|
The delivery of a page of information to a viewers browser. Also referred to as a page visit.
|
|
|
| Page View
|
|
Anytime a user looks at any page on a website through their browser.
|
|
|
| Page View
|
|
When the page is actually seen by the user. Note: this is not measurable today; the best approximation today is provided by page displays.
|
|
|
| PageMatch
|
|
A costperclick advertising program that serves your sites ad on a page that contains related content.
|
|
|
| Paid Circulation
|
|
The total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales.
|
|
|
| Paid Inclusion
|
|
An SEM ad product that allows web sites to have their web pages listed along with the organic listings, but at a flat CPC price.
|
|
|
| Paid Inclusion
|
|
Advertising program where pages are guaranteed to be included in a search engines index in exchange for payment, though no guarantee of ranking well is typically given. For example, looksmart is a directory that lists pages and sites, not based on position but based on relevance. Marketers pay to be included in the directory, on a CPC basis or perurl fee basis, with no guarantee of specific placement. Also Please refer XML Feeds.
|
|
|
| Paid Inclusion.
|
|
Guaranteed inclusion on a search engine's results in exchange for payment, without any guarantee of how high the listing will appear. A paid inclusion appears to the user as an editorial listing rather than as a sponsored link. Paid inclusion pricing is typically based on a flat fee or index fee.
|
|
|
| Paid Listings
|
|
Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.
|
|
|
| Paid Placement
|
|
Advertising program where listings are guaranteed to appear in response to particular search terms, with higher ranking typically obtained by paying more than other advertisers. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are associated with a costperclick (CPC) fee. Overture and Google are the largest networks, but MSN and other portals sometimes sell paid placement listings directly as well. Portal sponsorships are also a type of paid placement.
|
|
|
| Paid Placement.
|
|
Guaranteed listing with high ranking among search results, usually in relation to specified keywords. In response to recent FTC guidelines, many search engines clearly identify paid placements as "sponsored links," listing them separately from the editorial portion of the results page. Paid placement programs are typically based on CPC or CPM pricing, with higher overall costs than paid inclusion. Also known as pay-for-placement.
|
|
|
| Painted Bulletin
|
|
A freestanding steel or wooden structure, approximately 50 wide by 15 high, with molding around the outer edges similar to a poster panel, and including a hand painted copy message. Bulletins are generally found near highways or roofs of buildings in high traffic areas.
|
|
|
| Panels
|
|
This includes regular and illuminated types of outdoor advertising. A regular panel is only seen during the daytime, while an illuminated panel is seen also from dusk until dawn.
|
|
|
| Pantone Matching System PMS
|
|
A system that precisely characterizes a color, so that a color can be matched, even by different printers. By knowing the Pantone color specifications, a printer does not even need to Please refer a sample of the color in order to match it.
|
|
|
| PANTONE Matching Systemr PMS
|
|
A collection of colors that are premixed according to a formula and given a specific color number. PANTONE(r) swatch books feature over 00 colors in solid and screened blocks printed on different paper finishes.
|
|
|
| Parity Products
|
|
Product categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category.
|
|
|
| Parody.
|
|
Mocking imitation of a style or well-known work.
|
|
|
| PARTICIPATION
|
|
A television program sponsorship pattern in which a number of advertisers are rotated through segments of the program. A "participating" sponsor has no program content or station lineup control. Usually, their sponsorship commitment is limited to a relatively short period.
|
|
|
| Participation
|
|
Announcements made inside the context of a program as opposed to those shown during station breaks. (2) An announcement or amount of broadcasting time which is shared by several advertisers.
|
|
|
| Participation Basis
|
|
The basis on which most network television advertising is sold, with advertisers buying 30or 60second segments within the program. This allows the advertiser to spread out the budget and makes it easier to get in and out of a program without a longterm commitment.
|
|
|
| Passalong Readers
|
|
A reader which becomes familiar with a publication without the purchase of a publication. These readers are taken into account when calculating the total number of readers of a publication.
|
|
|
| Password
|
|
A group of letters and/or numbers which allow a unique user access to a secured Web site and/or a secure area of a Web site.
|
|
|
| Pasteup
|
|
Please refer mechanical.
|
|
|
| Pasteup
|
|
A cameraready layout of illustrative and type material which is configured in the proper position on paperboard and is used for reproductive purposes.
|
|
|
| PASTE-UP
|
|
The formation of a graphic design or layout by pasting elements on a stiff board. Increasingly, artists bypass physical paste-up and create layouts on the computer.
|
|
|
| Patent
|
|
A grant made by the government that confers upon the creator of an invention the sole right to make, use, and sell that invention for a set period of time.
|
|
|
| PayforPerformance
|
|
Term popularized by some search engines as a synonym for payperclick, stressing to advertisers that they are only paying for ads that perform in terms of delivering traffic, as opposed to cpmbased ads, where ads cost money, even if they dont generate a click.
|
|
|
| PAYOFF
|
|
The results of an advertising campaign. Motto Advertising guarantees that its clients will enjoy a strong payoff, or the agency will pay for the ads.
|
|
|
| Payout Planning
|
|
Approach to advertising budgeting in which the dollars spent to advertise are represented as an investment toward sales and profits.
|
|
|
| PayperClick
|
|
An advertising pricing model in which advertisers pay agencies and/or media companies based on how many users clicked on an online ad or email message.
|
|
|
| PayPerClick Management
|
|
Strategy, Planning and Placement of targeted keywords in the paid search results.
|
|
|
| PayPerClick;
|
|
Please refer Cost Per Click.
|
|
|
| PayperImpression
|
|
An advertising pricing model in which advertisers pay based on how many users were served their ads. Please refer cpm pricing model.
|
|
|
| PayperLead
|
|
An advertising pricing model in which advertisers pay for each sales lead generated. For example, an advertiser might pay for every visitor that clicked on an ad or site and successfully completed a form. Please refer cpl.
|
|
|
| PayperSale
|
|
An advertising pricing model in which advertisers pay agencies and/or media companies based on how many sales transactions were generated as a direct result of the ad. Please refer cps.
|
|
|
| PDF
|
|
Stands for Portable Document Format. Created by Adobe Systems in its software program Adobe Acrobat as a universal browser. Files can be downloaded via the web and viewed page by page, provided the users computer has installed the necessary plugin which can be downloaded from Adobes own web site.
|
|
|
| PDF Files Portable Document Format
|
|
A translation format developed by Adobe used primarily for distributing files across a network, or on a Web site. Files with a .pdf extension have been created in another application and then translated into .pdf files so they can be viewed by anyone, regardless of platform.
|
|
|
| Peer Approval
|
|
Associates product use with friendship/acceptance. Advertisers can also use this negatively, to make you worry that you’ll lose friends if you don’t use a certain product.
|
|
|
| PEG
|
|
A strong, memorable element of a press release or campaign; the hook.
|
|
|
| Penetration
|
|
The extent to which a certain medium reaches a market or target group.
|
|
|
| Penetration
|
|
The proportion of a potential market that is actually using a particular brand
|
|
|
| Peoplebased Service
|
|
A service that relies on the talents and skills of individuals rather than on highly technical or specialized equipment.
|
|
|
| Per Inquiry
|
|
An agreement between a media representative and an advertiser in which all advertising fees are paid based on a percentage of all money received from an advertisers sales or inquires.
|
|
|
| Perceived Risk
|
|
A functional or psychosocial risk a consumer feels he/she is taking when purchasing a product.
|
|
|
| Perceived Value.
|
|
The value that a customer subjectively attaches to a brand or service. The image or personality that differentiates one product from a virtually identical competitor often helps to create a perceived value.
|
|
|
| Percentageofsales Method
|
|
A method of advertising budget allocation based on a percentage of the previous years sales, the anticipated sales for the next year, or a combination of the two.
|
|
|
| Percentofsales Method
|
|
Method of determining the advertising budget based on an analysis of past sales, as well as a forecast for future sales.
|
|
|
| Perceptible Differences
|
|
Differences between products that are visibly apparent to the consumer.
|
|
|
| Perception
|
|
Our personalized way of sensing and comprehending stimuli.
|
|
|
| Perceptual Screens
|
|
The physiological or psychological perceptual filters that messages must pass through.
|
|
|
| Performance Pricing Model
|
|
An advertising model in which advertisers pay based on a set of agreed upon performance criteria, such as a percentage of online revenues or delivery of new sales leads. Please refer cpa, cpc, cpl, cpo, cps, cpt.
|
|
|
| Peripheral Processing
|
|
Customers think about non-message based elements of the ads, such as whether the spokesperson is attractive or whether they like the music.
|
|
|
| Peripheral Route To Persuasion
|
|
One of two ways researchers Petty, Cacioppo, and Schumann theorize that marketers can persuade consumers. People who have low involvement with the product or message have little or no reason to pay attention to it or to comprehend the central message of the ad. However, these consumers might attend to some peripheral aspects of an ad or commercial for their entertainment value. Whatever they feel or think about these peripheral, nonproduct aspects might integrate into a positive attitude toward the ad. At some later date, these adrelated meanings could be activated to form some brand attitude or purchase intention. Typical of advertising for many everyday lowinvolvement purchases such as many consumer packaged goods: soap, cereal, toothpaste, and chewing gum. Please refer also elaboration likelihood model.
|
|
|
| Permission Marketing
|
|
When an individual has given a company permission to market its products and services to the individual. Please refer optin.
|
|
|
| Persistent Cookie
|
|
A cookie which remains on the users hard drive until the user erases it.
|
|
|
| Persona
|
|
A real or imaginary spokesperson who lends some voice or tone to an advertisement or commercial.
|
|
|
| Personal Audience Venue
|
|
A category of digital media based on audience size; where one person in front of a personal computer can receive multimedia information.
|
|
|
| Personal Communication
|
|
Marketing activities that include all persontoperson contact with customers.
|
|
|
| Personal Processes
|
|
The three internal, human operationsperception, learning, and motivationthat govern the way consumers discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions.
|
|
|
| Personal Selling
|
|
A sales method based on persontoperson contact, such as by a salesperson at a retail establishment or by a telephone solicitor.
|
|
|
| Personal Selling
|
|
Sales made through a medium of facetoface communication, personal correspondence, or personal telephone conversation, etc.
|
|
|
| Personalisation
|
|
The method of adding an individuals name and/or address on the communication.
|
|
|
| Personalization
|
|
The addition of specific recipient information to an email message. Use of this service requires a supporting database of recipient information. Placement can be anywhere within the body of the email message, one or multiple times, as well as in the Subject Line and To: line. Personalization would include items like a recipients name in a greeting, an identification number, an address, a phone number or even their age etc.. Exact placement of each personalized field is indicated by the use of a macro.
|
|
|
| Personalize
|
|
To add a name or other personal information about the recipient on direct mail advertising.
|
|
|
| Persons Using Television PUT
|
|
A percentage of all persons in a certain viewing area that are viewing television during a specific amount of time. Used by A.C. Nielson.
|
|
|
| Persons Viewing Television PVT
|
|
Same meaning as above, except this term is used by Arbitron.
|
|
|
| Persuasion
|
|
A change in thought process or behavior that occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling).
|
|
|
| Persuasion Process
|
|
The process used by advertising to influence audience or prospect attitudes, especially purchase intent and product perception by appealing to reason or emotion.
|
|
|
| Persuasion Testing
|
|
Measuring how a commercial will affect a consumer’s likelihood to buy a product or service.
|
|
|
| Persuasive Communication.
|
|
A message intended to reinforce, modify, or change responses from others.
|
|
|
| PFI Pay For Inclusion
|
|
A system in which a site pays to get a guaranteed listing.
|
|
|
| PFP Pay For Performance
|
|
A system in which payment for services is only made when a conversion takes place.
|
|
|
| Phantom
|
|
An illustration showing the exterior of an object as if it were transparent, while revealing interior detailing.
|
|
|
| Phantom
|
|
An illustration showing the exterior of an object as if it were transparent, that at the same time reveals interior details.
|
|
|
| Philanthropy
|
|
Support for a cause without any commercial incentive.
|
|
|
| Photo Animation
|
|
A process of creating animation through the use of still photographs.
|
|
|
| Photo Boards
|
|
A set of still photographs made from a television commercial, accompanied by a script, to be kept as records by an agency or client.
|
|
|
| Photo Manipulation
|
|
Please refer Image manipulation
|
|
|
| PHOTO OPPORTUNITY
|
|
An event, sometimes staged, having visual appeal or interest for photographers and used as an opportunity to generate publicity. Political strategists spend long hours devising and arranging "photo ops" for their candidates.
|
|
|
| Photo Restoration
|
|
Please refer Image manipulation
|
|
|
| Photoanimation
|
|
A process of creating animation through the use of still photographs.
|
|
|
| Photoboards
|
|
A set of still photographs made from a television commercial, accompanied with a script, to be kept as records by an agency or client.
|
|
|
| Photocomposition
|
|
A method of setting type by using negatives of the characters of film or photographic paper rather than metal type slugs, also referred to as Cold type.
|
|
|
| Photoengraving
|
|
(1) The process of making letterpress printing plates by photochemical means. (2) A picture printed from a plate made by this process.
|
|
|
| Photographers
|
|
The artists who use cameras to create visuals for advertisements.
|
|
|
| Photoplatemaking
|
|
A process which converts original art material into printing plates that are required to print ads.
|
|
|
| Photostat
|
|
A type of high contrast photographic negative or positive in the form of paper. Also referred to as Stat.
|
|
|
| Phrase Keyword Match.
|
|
Your ad appears when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. A phrase match for "tennis shoes" would include "red tennis shoes" but not "shoes for tennis."
|
|
|
| Physiological Screens
|
|
The perceptual screens that use the five sensessight, hearing, touch, taste, and smellto detect incoming data and measure the dimension and intensity of the physical stimulus.
|
|
|
| Pica
|
|
(1) A unit of measurement for type specification and printing which measures width; 6 picas to one inch. (2) A size of type, 12 points.
|
|
|
| Picture Window
|
|
An ad layout in which the picture is placed at the top of the page, and the copy is placed below.
|
|
|
| Picture Window.
|
|
An ad layout in which the picture is placed at the top of the page, and the copy is placed below.
|
|
|
| Picturecaption Copy
|
|
A type of body copy in which the story is told through a series of illustrations and captions rather than through the use of a copy block alone.
|
|
|
| Picturewindow Layout
|
|
Layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisements total area. Also known as posterstyle format or Ayer No. .
|
|
|
| Piggyback
|
|
(1) A direct mail offer that is included free with another offer. (2) Two commercials which are shown backtoback by the same sponsor.
|
|
|
| PiggyBack
|
|
Two commercials scheduled to run backtoback, purchased by the same advertiser.
|
|
|
| PII Personally Identifiable Information
|
|
Refers to information such as an individuals name, mailing address, phone number or email address.
|
|
|
| PIN Personal Identification Number
|
|
A group of numbers which allow a unique user access to a secured Web site and/or a secure area of a Web site. Please refer password.
|
|
|
| PIT Page Information Transfer
|
|
The successful transfer of the text of a Web page to a browser.
|
|
|
| Pitch
|
|
The communication by the agency of a campaign strategy to the client
|
|
|
| PITCH
|
|
The presentation of an advertising message to a prospective or existing client.
|
|
|
| Pixel
|
|
Picture element (single illuminated dot) on a computer monitor.
|
|
|
| Pixel Shim
|
|
The images that are used to create blank spaces within html layouts, as an alternative to using space characters.
|
|
|
| Placement
|
|
Where the spot/commercial is placed/bought. For example, 5 spots each placed in Breakfast, Day and Drive dayparts.
|
|
|
| Platform
|
|
The type of computer or operating system on which a software application runs, e.g., pc, macintosh, unix or webtv.
|
|
|
| Platform Licensing
|
|
A fee paid to original software developers for the special key codes that access multimedia programs on certain computer networks.
|
|
|
| PLI Privacy Leadership Initiative
|
|
A partnership of ceos from 15 corporations and 9 business associations using research to create a climate of trust that will accelerate acceptance of the Internet and the emerging Information Economy, both online and offline, as a safe and secure marketplace. Please refer understandingprivacy.org
|
|
|
| PLUG
|
|
A favorable mention or a picture of a product in the non-advertising portion of a media presentation. Examples of plugs are a Cheerio’s box visible on a breakfast table in a film, a character in a TV movie drinking a Coca-Cola, or James Bond driving a BMW.
|
|
|
| Plugin
|
|
A file containing data used to alter, enhance, or extend the operation of a parent application program.
|
|
|
| PlugIn
|
|
A software extension that provides added capabilities to the browser, for purposes such as viewing, hearing, or saving specially formatted files. Most plugins are available via the creators web page for downloading.
|
|
|
| Plugin
|
|
A program application that can easily be installed and used as part of a Web browser. Once installed, plugin applications are recognized by the browser and their function integrated into the main HTML file being presented.
|
|
|
| PM Drive Afternoon Drive
|
|
Monday though Friday from 37PM
|
|
|
| PMS (Pantone Matching System).
|
|
An internationally recognized system of denoting printing colors. The system provides accurate proportions of inks required to make a specific color, which is then given a PMS number. For example, PMS 259 is a deep purple and PMS 286 is French blue. PMS colors are generally used on sheet-fed presses, which can print more than four colors on a single sheet of paper in one pass.
|
|
|
| Point
|
|
In retailing, the place of business. In typography, the measurement of the size and height of a text character. There are 72 points to h. 3,
|
|
|
| Point
|
|
(1) A small unit of measurement for type, equal to 1/72 of an inch. (2) A small unit for measuring the thickness of paper, equaling 0.001 inch.
|
|
|
| Point Of Purchase Displays
|
|
Advertising display material located at the retail store, usually placed in an area where payment is made, such as a checkout counter.
|
|
|
| Point.
|
|
The basic unit of measurement in printing, approximately 1/72 of an inch. Seventy-two point type is about one inch high.
|
|
|
| POINT-OF-PURCHASE ADVERTISING (P-O-P)
|
|
Signs, displays, and other techniques of attracting attention and promoting products at their location of sale. Motto Advertising specializes in creating innovative P-O-P advertising.
|
|
|
| Pointofpurchase POP Advertising
|
|
Materials set up at a retail location to build traffic, advertise the product, and promote impulse buying. Materials may include window displays, counter displays, floor and wall displays, streamers, and posters.
|
|
|
| PointofPurchase POP Displays
|
|
Advertising display material located at the retail store, usually placed in an area where payment is made, such as a checkout counter.
|
|
|
| Polybagging
|
|
Samples are delivered in plastic bags with the daily newspaper or a monthly magazine.
|
|
|
| POP (Point Of Purchase).
|
|
Display advertisement materials located near the product in a store.
|
|
|
| Pop-Under
|
|
Same as a popup but shown underneath the active browser window so as to be less disruptive to the user.
|
|
|
| Popunder Ad
|
|
Ad that appears in a separate window beneath an open window. Popunder ads are concealed until the top window is closed, moved, resized or minimized.
|
|
|
| Pop-Up
|
|
A graphical ad that is shown to users on top of another, usually related, web site. Most pop-ups are shown by Adware companies that contextually track user behavior to show them relevant ads.
|
|
|
| Popup Ad
|
|
Ad that appears in a separate window on top of content already onscreen. Similar to a daughter window, but without an associated banner.
|
|
|
| Popup Ad
|
|
A threedimensional magazine ad.
|
|
|
| Pop-Up Ad, Also Pop-Under Ad.
|
|
An ad that appears in a separate window above or beneath the user's current page. A pop-under ad is concealed until the top window is closed, moved, resized, or minimized. A pop-up ad is similar to a daughter window, but without an associated banner.
|
|
|
| Popup Transitional
|
|
Initiates play in a separate ad window during the transition between content pages. Continues while content is simultaneously being rendered. Depending primarily on linespeed, play of a transitional ad may finish before or after content rendering is completed.
|
|
|
| Portal
|
|
A Web site that often serves as a starting point for a Web users session. It typically provides services such as search, directory of Web sites, news, weather, email, homepage space, stock quotes, sports news, entertainment, telephone directory information, area maps, and chat or message boards.
|
|
|
| Portal.
|
|
A web page that works as a starting point for a user's session on the Internet. Portals typically include a directory of websites, access to web services and shopping sites, and search functionality powered by a search engine provider. Example of portals are AOL, Netscape, compuserve, and earthlink.
|
|
|
| PORTFOLIO
|
|
A large, bound volume containing samples of past work and used by an agency or an artist to promote business.
|
|
|
| POS (Point Of Sale)
|
|
Another designation for point of purchase.
|
|
|
| Position
|
|
The way in which a product is ranked in the consumers mind by the benefits it offers, by the way it is classified or differentiated from the competition, or by its relationship to certain target markets.
|
|
|
| Positioning
|
|
The place held by a product or service in the consumer’s mind.
|
|
|
| Positioning
|
|
The process of ordering web sites or web pages by a search engine or a directory so that the most relevant sites appear first in the search results for a particular query. Software can be used to determine how a URL is positioned for a particular search engine when using a particular search phrase.
|
|
|
| Positioning Statement
|
|
The key idea that encapsulates what a brand is intended to stand for in its target market’s mind.
|
|
|
| Positioning Strategy
|
|
An effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs.
|
|
|
| Positioning Strategy
|
|
A creative advertising strategy in which an advertiser implants in the consumer’s mind a clear understanding of what the brand is and how it compares to competitive offerings.
|
|
|
| Positioning Technique
|
|
A method of modifying a web page so that search engines (or a particular search engine) treat the page as more relevant to a particular query (or a set of queries).
|
|
|
| Positive
|
|
A photographic image which appears as the original image, as opposed to a negative which reverses the black and white.
|
|
|
| Positively Originated Motives
|
|
Consumers motivation to purchase and use a product based on a positive bonus that the product promises, such as sensory gratification, intellectual stimulation, or social approval.
|
|
|
| PostBuy Analysis
|
|
An analysis of actual media deliveries calculated after a specific spot or schedule of advertising has run. Also known as Posting.
|
|
|
| Postcards
|
|
Cards sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.
|
|
|
| POSTER
|
|
A graphic advertisement attached to a flat surface or standing up with a clip backing.
|
|
|
| Poster Design
|
|
Large format illustrated layout for information and advertising purposes.
|
|
|
| Poster Panel
|
|
An outdoor billboard in which advertising is displayed on printed paper sheets rather than being painted. The most widely used form of outdoor advertising; standard size approximately 25 x 12 with the image printed on sections of 24 to 30 sheets.
|
|
|
| Posters
|
|
One of the earliest forms of advertising in which ads were placed on the posts dividing the area of a street between people and horse traffic. Posts were eventually made obsolete by curbs (Holme 1982), so advertisers began to put “posters” on walls. Posters were especially popular in England because of an English tax on newspapers and on advertising in newspapers. [fit into text of book?]
|
|
|
| Posters
|
|
For public relations purposes, signs that impart product information or other news of interest to consumers, or that are aimed at employee behavior, such as safety, courtesy, or waste reduction.
|
|
|
| Posterstyle Format
|
|
Layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisements total area. Also known as picturewindow layout and Ayer No. .
|
|
|
| Postesting
|
|
Testing the effects of an ad after it has appeared in the media.
|
|
|
| Posting
|
|
An analysis of actual media deliveries calculated after a specific spot or schedule of advertising has run. Also known as postbuy Analysis.
|
|
|
| Postproduction Phase
|
|
The finishing phase in commercial productionthe period after recording and shooting when a radio or TV commercial is edited and sweetened with music and sound effects.
|
|
|
| Postpurchase Dissonance
|
|
Please refer theory of cognitive dissonance.
|
|
|
| Postpurchase Evaluation
|
|
Determining whether a purchase has been a satisfactory or unsatisfactory one.
|
|
|
| Posttesting
|
|
Testing the effects of an ad after it has appeared in the media.
|
|
|
| Posttesting
|
|
Testing the effectiveness of an advertisement after it has been run.
|
|
|
| PPC
|
|
Stands for payperclick and means the same as costperclick. Please refer Cost Per Click.
|
|
|
| PPC / Pay Per Click
|
|
Same as CPC, however, this often refers to bidding on listings on PPC search engines like Overture.
|
|
|
| PPC Advertising
|
|
Pay Per Click advertising is the form of internet advertising where the advertiser only pays when a potential customer or the browser clicks on the advertisement.
|
|
|
| PPC Pay Per Click
|
|
A technique where placements are determined by how much id bid on a particular keyword or phrase. Can become very expensive.
|
|
|
| PPC Search Engine
|
|
In PPC search engines, the search results are determined by the bid on keywords by the advertiser.
|
|
|
| PPC Search Engines
|
|
Search engines that allow web sites to bid on traffic on a CPC/PPC basis. Auction formats vary, but typically it is an open bidding process where you can determine how much to pay to be listed in a certain position in paid results at search engines. PPC search results are often distributed over other distribution partner search engine sites, and sometimes to contetually relevant content sites.
|
|
|
| PPL / Pay Per Lead
|
|
Same as CPL (CPA for a lead deal)
|
|
|
| PR Googles PageRank
|
|
Googles unique system of how it tries to predict the value of a pages rank.
|
|
|
| Pre/Post Release
|
|
A prereleased program airs before the US episode and postrelease airs after.
|
|
|
| Precaching
|
|
Storing advertising or content in a computers RAM or hard disk memory before it is displayed on the users screen, rather than at the time that it plays, to reduce delays in rendering. Please refer cache, caching.
|
|
|
| Preemptible Rate
|
|
A usually discounted rate for commercial time which is sold to an advertiser and is not guaranteed. Time may be sold to another advertiser who is willing to pay more; therefore, the advertiser buying this rate gambles to save money on the spot.
|
|
|
| Preemption
|
|
The cancellation of an advertisers purchased commercial spot by the station due to scheduling problems. Please refer Makegood.
|
|
|
| Preemption And Preemptible
|
|
The displacement of a scheduled commercial announcement in favor of a higherpriced commercial or for some other reason.
|
|
|
| Preemption Rates
|
|
Lower TV advertising rate that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing to pay a higher rate.
|
|
|
| Preferred Position
|
|
A position in a printed publication that is thought to attract most reader attention and is sold at a higher rate; for example, the back cover of a magazine.
|
|
|
| Preferred Position Rate
|
|
A choice position for a newspaper or magazine ad for which a higher rate is charged.
|
|
|
| Preindustrial Age
|
|
Period of time between the beginning of written history and roughly the start of the 9th century, during which the invention of paper and the printing press and increased literacy gave rise to the first forms of written advertising.
|
|
|
| Premium
|
|
An item, other than the product itself, which is offered free or at a nominal price as an incentive to purchase the advertised product or service.
|
|
|
| Premium
|
|
An item offered free or at a bargain price to encourage the consumer to buy an advertised product.
|
|
|
| PREMIUM
|
|
Something offered for "free" or at a reduced price as an inducement to buy something else. Examples: "Buy a timeshare condo and receive a free television"… "Open a checking account and get a new toaster."
|
|
|
| Prepress Phase
|
|
The process of converting page art and visuals into materials (generally film negatives and color separation) needed for printing.
|
|
|
| Preprint
|
|
A reproduction of an advertisement which is viewed before actual publication and is created by an advertiser for special purposes, e.g., to serve as retail displays or to gain support from retailers.
|
|
|
| Preprinted Inserts
|
|
Newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition. Preprints are inserted into the fold of the newspaper and look like a separate, smaller section of the paper.
|
|
|
| Preproduction Phase
|
|
The period of time before the actual recording or shooting of a commercialthe planning phase in commercial production.
|
|
|
| Prerelationship Stage
|
|
The initial stage in the clientagency relationship before they officially do business.
|
|
|
| PRESENTATION
|
|
A pitch or a description of a proposed advertising campaign.
|
|
|
| Presenter
|
|
A spokesperson on camera.
|
|
|
| Presenter Commercial
|
|
A commercial format in which one person or character presents the product and sales message.
|
|
|
| PRESS AGENT
|
|
A publicist also known as a press officer.
|
|
|
| Press Agentry
|
|
The planning of activities and the staging of events to attract attention to new products or services and to generate publicity about the company or organization that will be of interest to the media.
|
|
|
| Press Kit
|
|
A package of publicity materials used to give information to the press at staged events such as press conferences or open houses. Also, a package of sales material promoting a specific media vehicle. Also called a media kit.
|
|
|
| PRESS KIT
|
|
A collection of editorial and promotional materials distributed to the media about a person, product, or company. Journalists use these materials to learn about the subject. Michael J. Motto Public Relations has found that a concise, well-written press kit is an invaluable aid in generating print media publicity. Increasingly, audio and videotaped press kits are used to solicit radio and TV journalists’ attention.
|
|
|
| Press Release
|
|
Printed news story prepared by an organization and distributed to the media for the purpose of publicizing the organizations products, services, or activities.
|
|
|
| Press Release
|
|
Please refer news release.
|
|
|
| Pretesting
|
|
Testing an advertisement or an audience sample prior to placing the ad in the media.
|
|
|
| Pretesting
|
|
Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups.
|
|
|
| Pretesting
|
|
Testing an advertisement on an audience sample prior to placing the ad in the media.
|
|
|
| Preview List
|
|
A list of email addresses of the campaign preview/test recipients, who will receive the preview launch(es). Also referred to as the Test List.
|
|
|
| Price Element
|
|
In the marketing mix, the amount charged for the good or serviceincluding deals, discounts, terms, warranties, and so on. The factors affecting price are market demand, cost of production and distribution, competition, and corporate objectives.
|
|
|
| Primary Circulation
|
|
The number of people who receive a publication, whether through direct purchase or subscription.
|
|
|
| Primary Data
|
|
Research information gained directly from the marketplace.
|
|
|
| Primary Demand
|
|
Consumer demand for a whole product category.
|
|
|
| Primary Demand Advertising
|
|
Advertising designed for the generic product category, as opposed to selective demand advertising.
|
|
|
| Primary Demand Trend
|
|
The projection of future consumer demand for a whole product category based on past demand and other market influences.
|
|
|
| Primary Optical Area.
|
|
The point at which the reader’s eyes enter, or are attracted into, a page. It is, or should be, the top left corner of a page, or of a type area.
|
|
|
| Prime
|
|
A television term referring to the evening time periodsusually 7pm11pm.
|
|
|
| Prime Time
|
|
The broadcast periods viewed or listened to by the greatest number of persons and for which a station charges the most for air time. In television, the hours are usually 8:00 p.m. To 11:00 p.m. E.S.T. (7:00 p.m. To 10:00 p.m. C.S.T.).
|
|
|
| Prime Time
|
|
Highest level of TV viewing (8 P.M. to P.M. EST).
|
|
|
| Priming.
|
|
To provide (a person) with information and answers before they are presented with a stimulus (e.g., a print ad).
|
|
|
| PRINCIPAL
|
|
A performer in a commercial who can be recognized or identified, including but not limited to those performing speaking parts.
|
|
|
| Print Ads
|
|
Advertising for printed medium.
|
|
|
| PRINT ADVERTISING
|
|
Advertising in newspapers, magazines, catalogs, or mailers. Usually, print ads use some combination of photographs, illustrations, and copy.
|
|
|
| Print Media
|
|
Any commercially published, printed medium, such as newspapers and magazines, that sells advertising space to a variety of advertisers.
|
|
|
| Print Production Manager
|
|
Manager who oversees the entire production process, including reproduction of visuals in full color, shooting and editing of scenes, precise specification and placement of type, and the checking, approving, duplicating, and shipping of final art, negatives, tape, or film to the communication media.
|
|
|
| Print Production Process
|
|
The systematic process a layout for an ad or a brochure goes through from concept to final printing. The four major phases are preproduction, production, prepress, and printing and distribution.
|
|
|
| Printer
|
|
Business that employs or contracts with highly trained specialists who prepare artwork for reproduction, operate digital scanning machines to make color separations and plates, operate presses and collating machines, and run binderies.
|
|
|
| Prisoner’s Dilemma
|
|
|
|
|
| Privacy Policy
|
|
A statement about what information is being collected; how the information being collected is being used; how an individual can access his/her own data collected; how the individual can optout; and what security measures are being taken by the parties collecting the data.
|
|
|
| Privacy Rights
|
|
Of or pertaining to an individuals right to prohibit personal information from being divulged to the public.
|
|
|
| Privacy Seal Program
|
|
A program that certifies the Web site owner complies with the sites proposed policy. Examples include truste and bbbonline.
|
|
|
| Private Audience Venue
|
|
A category of digital media based on audience size; where meetings, conferences, and seminars use computerdriven multimedia presentations to inform, persuade, remind, and entertain people.
|
|
|
| Private Brand
|
|
Product brand owned by a retailer, wholesaler, dealer, or merchant, as opposed to a manufacturer or producer, and bearing its own company name or another name it owns exclusively. Also referred to as Private label.
|
|
|
| Private Labels
|
|
Personalized brands applied by distributors or dealers to products supplied by manufacturers. Private brands are typically sold at lower prices in large retail chain stores.
|
|
|
| Prize
|
|
Barters of merchandise given as prizes on television or radio shows in return for mentions of the brand names of the merchandise donated.
|
|
|
| Process
|
|
A planned series of actions or methods that take place sequentially, such as developing products, pricing them strategically, making them available to customers through a distribution network, and promoting them through sales and advertising activities.
|
|
|
| Process Audit
|
|
Third party validation of internal control processes associated with measurement. Please refer audit.
|
|
|
| Process Colors.
|
|
High-speed multi-impression printing uses three ink colors (plus black), which are called the process colors. They are cyan (blue), lemon (yellow), and magenta (red). Each color is printed on one plate, the impression of which is superimposed on the other three to give the effect of full-color printing. Process colors can be used on any press, but are the standard form for web presses, which generally have the capacity to print four colors on continuous reeled paper.
|
|
|
| Producer
|
|
For electronic media, the person responsible for keeping the project moving smoothly and under budget, while maintaining the required level of quality through every step of the production process.
|
|
|
| Product
|
|
The particular good or service a company sells. Please refer also product concept.
|
|
|
| Product Advertising
|
|
Advertising intended to promote goods and services; also a functional classification of advertising.
|
|
|
| Product Concept
|
|
The consumers perception of a product as a bundle of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, as an element of the creative mix used by advertisers to develop advertising strategy, it is the bundle of product values the advertiser presents to the consumer. 7,
|
|
|
| Product Differentiation
|
|
Developing unique product differences with the intent to influence demand.
|
|
|
| Product Element
|
|
The most important element of the marketing mix: the good or service being offered and the values associated with itincluding the way the product is designed and classified, positioned, branded, and packaged.
|
|
|
| Product Life Cycle
|
|
Progressive stages in the life of a productincluding introduction, growth, maturity, and declinethat affect the way a product is marketed and advertised.
|
|
|
| Product Life Cycle
|
|
A marketing theory in which products or brands follow a sequence of stages including : introduction, growth, maturity, and sales decline.
|
|
|
| Product Life Cycle.
|
|
A marketing theory in which products or brands follow a sequence of stages including introduction, growth, maturity, and sales decline.
|
|
|
| Product Management
|
|
Assigning specific products or brands to be managed by single managers within an advertising agency.
|
|
|
| Product Placement
|
|
Paying a fee to have a product included in a movie.
|
|
|
| Product Placement
|
|
The practice of paying for a branded product to be used by a character in a movie - eg James Bond driving a BMW Z3
|
|
|
| Product Positioning
|
|
The consumer perception of a product or service as compared to its competition.
|
|
|
| Product Positioning
|
|
Establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience
|