A type of marketing in which a company adapts itself to uncontrollable factors within the industry.

"A premium obtained by mailing in a suitable response to the manufacturer or distributor, with or without money."

Advertising which supplies paperwork for the purpose of soliciting a purchase made through the mail.

(1) To present a commercial announcement after it ”s scheduled time because of an error. (2) To rerun a commercial announcement because of technical difficulties the previous time it was run. (3) To rerun a print advertisement due to similar circumstances.

Technique of setting the advertising budget by assuming the point at which an additional dollar spent on advertising equals additional profit.

"A summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area."

"To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users."

"The percentage of a product category's sales, in terms of dollars or units, obtained by a brand, line, or company."

"A business that affects the distribution and sales of goods and services from producer to consumer; including products or service development, pricing, packaging, advertising, merchandising, and distribution."

"The levels and interplay of the elements of a product's or service's marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; especially as these elements affect sales results."

"The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer."

Shall mean a fixed shelter used only as a roof and extending over a building to which it is attached.

Shall mean a sign which is attached to a marquee

"Public conveyances such as buses, trains, subways, and other rapid transit commuter systems."

An edited audio tape or video tape to be recorded on quantity prints or dubs.

"The FTC theoretically will not regulate a deceptive advertisement unless the deceptive claim is also material. This means, in simple terms, that the claim must be important to consumers, rather than trivial. The FTC requires that the deception be likely to affect consumers' ""choice of, or conduct regarding, a product."""

A camera shot made with a matte or mask in part of the frame to allow another shot to be printed in the opaque area.

A finished layout that is photographed for offset printing.

Photostated elements of a design pasted on a cardboard in the desired position to illustrate the basic design idea

"A space position value factor. Specifically applied to a panel which is fully visible for 75 to 125 feet to pedestrian traffic, 200 to 300 feet to vehicular traffic moving at more than 30 miles per hour and 150 to 250 feet to traffic moving slower than 30 miles per hour"

Agency that specializes in the services of media buying.

Technique of scheduling media that involves buying space in one medium only and developing strength through concentration.

"Technique of scheduling media that involves buying a large amount of space in one medium, and shifting to another medium after achieving optimum coverage and frequency."

A plan designed to select the proper demographics for an advertising campaign through proper media selection.

A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.

The promoting of a firm”s advertising abilities to distributors.

"An urban area with a population of at least 50,000 that is designated by the Office of Management and Budget for statistical reporting purposes and used in audience measurement studies. This is generally synonymous with the former term Standard Metropolitan Statistical Area."

"The activities a firm practices in order to react controllably to external forces, e.g., setting objectives and selecting target markets."

"Used to determine the cost effectiveness of advertising in a newspaper; reached by multiplying the cost per agate line by one million, then dividing by the circulation. Also referred to as Milline."

A truck that is equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.

"Used to investigate the psychological reasons why individuals buy specific types of merchandise, or why they respond to specific advertising appeals, to determine the base of brand choices and product preferences."