| A | B |
|---|
| advertising | A paid, non-personal form of communication that businesses use to promote their products. |
| ageism | Discrimination on the basis of age. |
| baby boom generation | People born between 1946 and 1964. |
| Bandwagon | the suggestion that everybody is using the product and that you should too in order to be part of the group e.g. a credit card company quotes the number of millions of people who use their card |
| banner | Internet ads that are displayed across the top or bottom of the screen. |
| Beauty Appeal | Beauty attracts us; we are drawn to beautiful people, places, and things. |
| bureaucracy | A formal organization consisting of many levels of management. |
| business etiquette | Acceptable social behavior and manners in business. |
| Celebrity Endorsement | 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. |
| compensation | The pay and benefits a company offers for a job. |
| Compliment the Consumer | 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. |
| corporate culture | A company's shared values, beliefs, and goals. |
| culture | Beliefs, customs, and attitudes of a distinct group of people. |
| cyber ads | Advertisements on the Internet. |
| direct mail advertising | Advertising sent to people's homes by mail. |
| discrimination | Excluding someone on the basis of age, gender, ethnicity, or other difference. |
| diversity | Variety of people with different backgrounds and identities. |
| Equal Employment Opportunity Act | A federal law that prevents discriminating against workers on the basis of gender, ethnicity, or other difference. |
| Escape | Getting away from it all is very appealing; you can imagine adventures you cannot have; the idea of escape is pleasurable. |
| group training | Learning a new job from an instructor or manager with a group of other employees, like a class. |
| Hidden Fears | the suggestion that this product will protect the user from some danger e.g. a laundry detergent manufacturer suggests that you will be embarrassed when strangers see "ring around the collar" of your shirts or blouses |
| hierarchy | A formal chain of command with one person at the top. |
| human resource management | The process of finding, selecting, training, and evaluating employees. |
| Humor | customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language |
| Independence/Individuality | Associates product with people who can think and act for themselves. Products are linked to individual decision-making. |
| infomercial | A television program, usually 30 minutes long, made to advertise a product. |
| Intelligence | Associates product with smart people who can't be fooled. |
| job description | A detailed description of the duties, qualifications, and conditions required to do a specific job. |
| Lifestyle | Associates product with a particular style of living/way of doing things. |
| mass media | Means of mass communication such as TV, radio, and newspapers. |
| Nurture | Every time you see an animal or a child, the appeal is to your paternal or maternal instincts. Associates products with taking care of someone. |
| on-the-job-training | Learning a new job by actually doing it. |
| orientation | The process of helping new employees adjust to a company. |
| Patriotism | the suggestion that purchasing this product shows your love of your country e.g. a company brags about its product being made in Canada and employing Canadian workers |
| 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. |
| performance appraisal | An evaluation of how well an employee is doing his or her job. |
| Plain Folks | the suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product |
| pop-up ads | Internet ads that appear briefly when a user logs onto the Internet or clicks on a site. |
| promotion | A move to a higher level job with more authority, responsibility, and pay. |
| Rebel | Associates products with behaviors or lifestyles that oppose society's norms. |
| recruitment | Actively looking for the most qualified people to fill a job position. |
| Rhetorical Question | This technique poses a question to the consumer that demands a response. A question is asked and the consumer is supposed to answer in such a way that affirms the product's goodness. |
| Scientific/Statistical Claim | Provides some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient. |
| screen ads | Internet ads displayed on the right or left of a screen and that can be printed out. |
| separation | Leaving a company because of retirement, resignation, layoff, or termination. |
| Snob Appeal | the suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery |
| stereotype | Identify someone by a single trait or as a member of a certain group rather than as an individual. |
| transfer | A move to another job within a company at the same level and pay. |
| transit advertising | Advertising that uses public transportation to display ads. |
| Unfinished Comparison/Claim | Use of phrases such as Works better in poor driving conditions! Works better than what? |
| webcast | A broadcast, like a TV or a radio broadcast, sent and received over the web. |
