| A | B |
|---|
| Advertising | Paid communications delivered to customers through nonpersonal mass media such as newspapers, television, radio, direct mail, and the Internet |
| Affordable budgeting method | A budgeting method in which a retailer first sets a budget for every element of the retail mix except promotion and then allocates the leftover funds to a promotional budget |
| Aided recall | When consumers indicate they know the brand when the name is presented to them |
| Brand | A distinguishing name of symbol (such as a logo, design, symbol, or trademark) that identifies the products or services offered by a seller and differentiates those products and services from the offerings of competitors. |
| Brand association | Anything linked to or connected with the brand name in a consumer’s memory. |
| Brand awareness | The ability of a potential customer to recognize or recall that a particular brand name belongs to a retailer or product/service. |
| Brand equity | The value that brand image offers retailers. |
| Brand image | Set of associations consumers have about a brand that are usually organized around some meaningful themes. |
| Communication objectives | Specific goals for a communication program related to the effects of the communication program on the customer’s decision-making process. |
| Competitive parity method | An approach for setting a promotional budget so the retailer’s share of promotion expenses is equal to its market share |
| Contests | Promotional activities in which customers compete for rewards through games of chance. Contests can also be used to motivate retail employees. |
| Cooperative (co-op) advertising | A program undertaken by a vendor in which the vendor agrees to pay all or part of a promotion for its products. |
| Cost per thousand (CPM) | A measure that is often used to compare media. CPM is calculated by dividing an ad’s cost by its reach. |
| Coverage | The theoretical number of potential customers in the retailer’s target market that could be exposed to an ad in a given medium. |
| Cumulative reach | The cumulative number of potential customers that would see an ad that runs several times. |
| Freestanding insert (FSI) | An ad printed at a retailer’s expense and distributed as a freestanding insert in the newspaper. Also known as a preprint. |
| Frequency | The number of times potential customers are exposed to an ad. |
| High assay principle | A resource allocation principle emphasizing allocating marketing expenditures on the basis of marginal return. |
| Impact | An ad’s effect on the audience. |
| Integrated marketing communication program | The strategic integration of multiple communication methods to form a comprehensive, consistent message. |
| Marginal analysis | A method of analysis used in setting a promotional budget or allocating retail space, based on the economic principle that firms should increase expenditures as long as each additional dollar spent generates more than a dollar of additional contribution. |
| Objective-and-task method | A method for setting a promotional budget in which the retailer first establishes a set of communication objectives and then determines the necessary tasks and their costs. |
| Percentage-of-sales method | A method for setting a promotional budget based on a fixed percentage of forecast sales. |
| Personal selling | A communication process in which salespeople assist customers in satisfying their needs through face-to-face exchange of information. |
| Preprint | An ad printed at a retailer’s expense and distributed as a freestanding insert in the newspaper. Also known as a freestanding insert. |
| Publicity | Communications through significant unpaid presentations about the retailer (usually a news story) in impersonal media. |
| Reach | The actual number of customers in the target market exposed to an advertising medium. |
| Rule-of-thumb method | A type of approach for setting a promotion budget that uses past sales and communication activity to determine the present communications budget. |
| Sales promotion | Paid impersonal communication activities that offer extra value and incentives to customers to visit a store or purchase merchandise through a specific period of time. |
| Shelf talker | Signs on the shelf providing information about the merchandise and its price. |
| Shopping guide | Free paper delivered to all residents in a specific area. |
| Spot | A local television commercial |
| Store atmosphere | The combination of the store’s physical characteristics (such as architecture, layout, signs, and displays, colors, lighting, temperature, sounds, and smells) which together create an image in the customer’s mind. |
| Top-of-mind awareness | The highest level of brand awareness; arises when consumers mention a brand name first when they are asked about a type of retailer, a merchandise category, or a type of service. |
| Word of mouth | Communication among people about a retailer. |
