| A | B |
|---|
| print ad | An ad in a newspaper, magazine, telephone directory, or other publication |
| direct mail advertising | Printed advertising sent by mail to consumers’ homes |
| commercial | A brief, one minute or less, TV or radio ad used to promote a product |
| infomercial | A TV or radio ad that promotes a product and lasts 30 minutes or longer |
| pop-up ad | An ad that suddenly appears on a web page or in an email message |
| billboard | An ad posted on a sign along the highway |
| Federal Trade Commission (FTC) | An agency that regulates advertising to ensure that ads are fair and accurate |
| clearance sale | Sale to reduce existing product inventories |
| seasonal sale | Sale at particular times of year |
| going-out-of-business sale | Sale when a business is being liquidated |
| holiday sale | Sale during a holiday time |
| incentive | A reward used to encourage spending |
| coupon | A small paper clipping that entitles the holder to savings on a product |
| rebate | A partial refund of a product’s purchase price |
| sweepstakes | A drawing to select a winner of money or valuable prizes |
| commission | A percentage of sales income given to the salesperson |
| trading up | Convincing customers to buy higher-priced items than they intended |
| telemarketer | A person who sells a line of products over the telephone |
| door-to-door representative | A person who goes house to house selling a line of products |
| décor | The way in which a store or place of business is decorated |
| slogan/jingle | Catchy songs, rhymes, phrases used to help consumers remember products |
| logo | Graphics or symbols that represent a company, used to identify products |
| beauty appeal | Product that makes you this beautiful, makes you like this person |
| testimonial | A positive statement made by a person who is endorsing a product or service---usually, a famous person |
| endorsement | An advertising message that reflects opinions, beliefs, findings, or experiences of a person or group other than the advertiser |
| escape | Associating products with beautiful, adventurous settings to create the illusion of escape for viewers |
| lifestyle | Associating a product with a desirable style of living |
| bandwagon | Attempting to convince consumers that everyone is using the product |
| rebel | Associating products with behaviors that contradict societal norms |
| unfinished comparison | Claiming a product “works better”---better than what? |
| group identification | A message that, if you use this product, you will fit in with this group |
| trendsetter | A message that, if you use this product, you will stand out from the crowd |
| hidden fears | A strategy of playing on the fears of consumers |
| before-and-after comparison | “Before” and “after” pictures show results of a product or treatment |
| traditional values | Trying to associate with home and family |
| puffery | Exaggerated claims intended to increase a product’s reputation or appeal |
| loss leader | An item priced below the retailer’s costs in order to attract customers |
| price comparison | Offering products below retail value or implying that the same item is sold at higher prices at other stores |
| bait and switch | A retailer advertises a product thtat it has no intention of selling, hoping to persuade consumers to come and buy a product at a higher price; customer is often told that the “bait” product is “sold out” |
| false promise | A promise of a free gift that actually requires that another item be bought first |
| introductory offer | Indicates new merchandise selling at a price that will soon increase |
| deceptive pricing | Advertising a “sale” price that is actually no better than the everyday price |
| hidden catch | When details of an offer are not all clearly disclosed---extra charges, processing fees, other restrictions |
