| A | B |
|---|
| BrandRecognition | refers to the number of people who recognize the brand name of the product. |
| TagLine | The theme of an ad. |
| Advertising | Paid non-personal communication between an identified sponsor and a potential customer about a product or service. |
| Media | The vehicles used to convey the advertising message. |
| MediaStrategy | Choosing the media that will bring the most effectice advertising message tot he targeted consumer. |
| Reach | The targeted demographic segments that are most likely to be reached. |
| Copy | The creative talent in the advertising frim or department writes this. |
| Wearout | This occurs when an ad loses its effectiveness due to overexposure or poor message quality. |
| Frequency | Number of times the targeted customer is exposed to the media. |
| ConcentrationStrategy | Buying space in or time on a single medium. |
| DominanceStrategy | When a firm buys the maximum reach and frequency in one medium and purchases additional space in or time on other media. |
| ResponseRate | Refers to the number of customers who connect with and act in relation to the ad. |
| massmarket | Marketing to broad categories of people. |
| datamining | Digging up data to help understand customers. |
| sample | a small number of the total market. |
| MarketingResearch | The process of determining what customers want. |
| MissionStatement | The identification of the nature of the business or the reasons the business exists. |
| Profit | The amount of money remaining after all costs. |
| PersonalSeatLicense | A fixed fee to obtain the right to buy season tickets. |
| Budget | Begins the process by providing estimates of expected expenditures and revenues. |
| Qualitativemarketingresearch | Research generally used for exploratory purposes |
| Quantitativemarketingresearch | Research generally used to draw conclusions - tests a specific hypothesis |
| reliability | refers to the likelihood you would yield the same results if re-measured |
| validity | refers to the extent to which a measure provides data that captures the data you were trying to define in the study |
| sugging | or selling under the guise of market research |
| frugging | comprises the practice of soliciting funds under the pretense of being a research organization |
