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| Validity
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An important characteristic of a research test. For a test to be valid, it must reflect the true status of the market.
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| Valuebased Thinking
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A style of thinking where decisions are based on intuition, values, and ethical judgments.
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| Values And Lifestyles VALS Research
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A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics.
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| Vector Graphic
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A graphic image drawn in shapes and lines, called paths. Images created in Illustrator and Freehand (graphic design software) are vector graphics. They are usually exported to be bitmap images.
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| Vehicle
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A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would be magazines, while one vehicle would be Time magazine.
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| Velox
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A type of paper used for its superior reproduction qualities.
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| Venue Marketing
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A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.
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| Verbal
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Words, written or spoken.
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| Vertical Cooperative Advertising
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Coop advertising in which the manufacturer provides the ad and pays a percentage of the cost of placement.
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| Vertical Discount
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A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one week.
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| Vertical Marketing System VMS
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A centrally programmed and managed system that supplies or otherwise serves a group of stores or other businesses.
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| Vertical Publications
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Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and Retail Baking Today.
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| Vertical Publications
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Business publications aimed at people within a specific industry; for example, Restaurants & Institutions.
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| VHF very High Frequency
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Television channels 2 through 3; about half of the U.S. commercial TV stations are VHF.
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| Video Brochure
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A type of video advertising which advertises the product and is mailed to customers and prospects.
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| Video News Release VNR
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A news or feature story prepared in video form and offered free to TV stations.
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| Viewer
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Person viewing content or ads on the Web. There is currently no way to measure viewers.
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| Vignette
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(1) An illustration that has soft edges, often produced by using cutouts or masks. (2) A photograph or halftone in which the edges, or parts of, are shaded off to a very light gray.
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| Viral Marketing
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1) any advertising that propagates itself; 2) advertising and/or marketing techniques that spread like a virus by getting passed on from consumer to consumer and market to market.
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| Viral Marketing
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An Internet term for “word-of-mouth” advertising, consumer-to-consumer dialogue that distributes and amplifies a message, such as in the Burger King subservientchicken.com phenomenon.
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| Viral Marketing
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The Internet version of wordofmouth advertising email.
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| Virtual Domain
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A domain hosted by a virtual server account.
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| Virtual Server
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An account on a hosting company server, usually linkedc to its own domain. This provides an inexpensive way to run a web site with its own top level domain, and is usually indistinguishable from having a separate physical server, except that the virtual server may share an IP address with other virtual servers on the same machine. A virtual server account is fine for most uses, but will often be slower to respond than a physically separate server, and physical access to the machine will seldom be allowed. The cost of a virtual server account is a small fraction of that needed to run a real server, mainly because of the expense of the dedicated line needed to connect the server continuously to the rest of the net.
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| Virtual Storefront
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Form of interactive media that allows customers to view and order merchandise.
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| Visit
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Measurement which has been filtered for robotic activity of one or more text and/or graphics downloads from a site without 30 consecutive minutes of inactivity and which can be reasonably attributed to a single browser for a single session. Please refer iab.net for ad campaign measurement guidelines.
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| Visit Duration
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The length of time the visitor is exposed to a specific ad, Web page or Web site during a single session.
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| Visitor
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Individual or browser which accesses a Web site within a specific time period.
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| Visitor Log
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A log is a file that records all connections to a server. The visitor log specifically refers to the record of all visitors to a website, and includes information such as the referring source, the time of the visit, the pages visited etc.
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| Visitor Stats Visitor Data
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Information about visitors that use a website. Visitor stats include webpages visited, time spent on each page, referring page etc.
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| Visualization
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The creative point in advertising where the search for the big idea takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said.
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| Visuals
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All of the picture elements that are placed into an advertisement.
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| Voiceover
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In television advertising, the spoken copy or dialog delivered by an announcer who is not seen but whose voice is heard.
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| VOICE-OVER (V.O.)
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Recorded offscreen voice heard on a television or radio commercial.
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| Voiceover VO
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The technique of using the voice of an unseen speaker during film, slides, or other voice material.
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| Voice-Over.
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(1) The technique of using the voice of an unseen narrator or commentator in motion pictures or television . (2) Indication on a storyboard that someone is speaking “off camera.”
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| Voicepitch Analysis VOPAN
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An advertising research technique of analyzing a subjects voice during their responses, to test their feelings and attitudes about an ad.
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| VoIP Voice Over Internet Protocol
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Voip converts the voice signal from your telephone into a digital signal that travels over the internet then converts it back at the other end so you can speak to anyone with a regular phone number.
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| Volume Discount
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Discounts given to advertisers for purchasing print space or broadcast time in bulk quantities.
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| Volume Segmentation
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Defining consumers as light, medium, or heavy users of products.
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| VRML Virtual Reality Modeling Language
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Programming language designed to be a 3D analog to HTML.
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