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Advertisement and Advertising
Advertisement means an public annoucement . In earlier times, to ‘advertise’ meant merely to announce or to inform. Some advertisement today still do just that: provide information about ‘birth’, ‘deaths,’ engagements,’ with little or no intention to persuade. The majority of classified advertisements provide useful information about jobs, accommodation, sales of second-hand vehicles and furniture, etc. Matrimonial advertisements, recruitment advertisements, and tenders notices and similar types of public announcements also provide the public with valuable information, which would otherwise be difficult to obtain easily. The earliest advertisement in the first English newspapers published in India in the eighteenth century were little more than ‘public announcements’ about the arrival of ships and merchandise from abroad. Advertising as we understand it today, was not used until about 200 years ago. The form of advertising for the transmission of information dates back to ancient Greece and Rome. Criers and signs were used to carry information for advertising goods and services well before the development of printing. Even during the Middle Ages, advertising signs were very extensively used. These signs generally consisted of illustrations of symbols of the products advertised. The upsurge in advertising came after the development of printing. When printing techniques were perfected, and as this industry developed, the signs were replaced by written words or messages. Advertising has evolved since the industrial revolution as a tool of marketing communication. It is an art as well as a science. It is a career for many. It is rapidly getting professionalized.
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Above - the –Line Advertising
A kind of advertising for which a commission or fee is payable to a recognized advertising agency on behalf of its client(s). Generally press, , cinema, radio, television and posters sometimes referred to as theme advertising.
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Accelerated Motion
It means the apparently inclined speed of movement obtained by projecting at normal speed a film that has been taken at less than normal speed when shooting.
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Accelerator
Accelerator means little change in demand for consumer goods resulting in a comparatively substantial variation in demand for capital plant supplying these goods.
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Account conflict
It is a situation or condition in which an advertising agency or other outside service house is offered a business opportunity, which is same to that of an existing client or account. An advertising agency handling an automobile account could not thus take on another competing and therefore conflicting client in the same field. The problem can be overcome only partially by having a number of separate account groups. A more satisfactory solution is for there to be a separate company with no more than a fiscal connection.
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Accounts Executive
In advertising agency it is a key career option. When he is a link between a client and his staff he is called accounts director. He is briefed by the marketing or sales or advertising department of the client. He communicates this to the agency people. He reaches out to various clients for seeking new business. Even clients who want an agency to work for them contact the account executive. This business development work makes him virtually a marketing manager of the agency.
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Adaptation
Adaptation means use of a idea, as in an advertisement, for other media, e.g. poster, point of sale, literature. Also to adapt an advertisement to another shape or size.
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Accordian fold
Accordian fold means small, usually inexpensive, leaflet having alternate folds accordian like so that it will pull out into one broadsheet. Often used as give away or hand out for the purposes of sales promotion.
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Account
In term of sales it is an invoice. But in advertising, it means a client of advertising or other agency, that is to say, an organization providing a service in consideration of which an income is derived.
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Advertisement Copy
Copyrighting is the single most important and critical activity for the success of the entire advertising campaign depends on it to a large extent. Copyrighting is a key activity in advertising; indeed, a creative activity. A copywriter translates the selling points of client’s product or services into benefits for selected consumers. He is concerned with what to say and show in an ad, and how best to say and show it. He is called upon to utilize all his creative talent to present those product benefits, which best appeal to consumers. However, copyrighting creativity is not pure, as it is in the work of a poet, novelist or playwright. It is a disciplined creativity, as rightly termed by a well-known author; it is not pure freedom of imagination. Certain checks are enforced on the free reins of self-expression, so essential for any creative art. Advertising copywriter writes with the purpose of achieving his client’s objectives instead of his own. In fact, self-expression is replaced by the attributes and features of products and services which target consumers can identify and appreciate.
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Advertisement Manager
Advertisement Manager is a executive who is responsible for selling advertising on behalf of a publisher, television, radio station or display contractor. He is also responsible for managing the advertisement department. Not to be confused with an advertising manager.
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Advertiser
Advertiser can be a manufacturer or a distributor or a public sector company or government department. It can be a voluntary agency. Technically, they are the sponsors of the advertising. All major advertisers maintain an advertising department. Advertising manager control the advertising department. He reports to the Chief Executive or Director – Marketing or to divisional head. Advertising manager performs managerial as well as operational functions. He is responsible for interacting with agencies and the media. He pays attention outdoor ads. He takes part in compaign planning, and media planning. He gives the necessary briefing to the Accounts Executive of the advertising agency. He gets point-of-purchase material prepared. He is the man behind Sales promotion and Merchandising. He maintains press relations, and PR functions. He brings out a house journal, if there is no PR department or corporate communications department. He is appointed on the basis of his knowledge of advertising and journalism, his knowledge of the industry, his management background and his marketing background. He maintains a good client-agency relationship so essential for the success of the campaigns.
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Advertising and Publicity
Publicity is defined as non-personal stimulation of demand for a product service/business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it on radio, TV or stage that is not paid for by the sponsor. Two significant distinctions emerge. Publicity is not openly paid for. Secondly, presentation is not programmed. Marketers have less control over publicity than they over advertising. Publicity is left to the discretion of the media in terms of whether to present it or not, contents to presentation and the format of presentation. Publicity may be negative as well as positive.
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Advertising Budget
It means a sum of money kept aside for spending on an advertising campaign. Sometimes represents total sum available to cover all advertising expenditure including overheads.
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Advertising Medium
It means vehicle of communication, which provides for some form of advertising, e.g. the press, television, Radio and transport services. Alternatively, a communication channel planned specifically for the purpose of advertising, e.g. direct mail, exhibition, poster site, and some printed publications, e.g. catalogues.
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Account Group
It is a sub-unit of an advertising agency, managing a group of clients or accounts. It can be fully or partly self contained.
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Accreditation
It means the advertising agencies operating in India are recognized by the INS – The Indian Newspaper Society, New Delhi. While granting accreditation, the services rendered by the Agency, the accounts handled, the billings made, the organization structure and facilities, the foreign tie-ups, the creative output, the personnel employed all these are taken into account. INS press Hand Book lists the accredited agencies together with the basic information. Press and Advertising year Book lists the accredited as well as non –accredited agencies. Accreditation enables the media to offer 15 p.c. commission to the Agency. The media also does not fight shy of extending a certain period of credit to accredited agencies while settling the bills. It helps the potential advertising in selecting an appropriate agency.
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Acetate
It is a thin plastic transparent sheet, originally cellulose acetate. It is used in graphics as an overly on layouts or artwork.
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Across –the –Network
It is the schedule for a specific advertiser or programme series that specifies transmission simultaneously form all the transmitters constituting the network.
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Address line
It is the part or a portion of advertisement or promotional material which contains the address of the advertiser, or the address to which any inquiries should be sent.
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Advertisement Department
It is a part or portion of a publishing or other association in the communications business related with selling advertising space or time, either to an agency or direct to a client.
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Advertising
It means use of paid for space in a publication, for instance, or time on television, radio or cinema, usually as a means of persuading people to take a certain course of action, or to reach a point of view. It can be include posters and other outdoor advertising.
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Advertising Agencies
It is a team of experts appointed by clients to plan, produce and place advertising campaigns in the media. It account for billing of RS. 2000 crores per annum. It employs today 10, 000 people. In 2000 it will need twice this number. They are regularly in need of a diversity of talents both on the creative as well as production side.
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Ad Hoc
It is concerned with occasional market surveys.
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Advertising Appeals
Now a days advertising has become expensive, time consuming and an important marketing activity. Firms have a great stake in the success of their advertising campaigns, for their growth and, at times, even their survival, depend on it. A vast amount of time, money and energy to into the creative work of developing advertising appeals to influence the buying behavior of consumers. Through various appeals, advertising influence, rationally or emotionally, the prospect’s purchase decisions. For this purpose, they take the help of varying product features or attributes in their ad appeals, or seek to influence consumer perception of, a and changes in consumer attitude to, the advertised product or brand, Ad appeals may be product –oriented or consumer-oriented. Since there is a large number of such ad appeals, it would be difficult to discuss them all. It would, therefore, be helpful to devise a framework for classifying advertising appeals.
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Advertising Campaign?
It is an advertising campaign is an organised series of advertising messages with identical or similar message over a certain period of time. It is an orderly planned effort consisting of related but self contained and independent advertisement. Though the compaign is conveyed through different media, it has a single theme and a unified approach. The independent ads used in campaign are similar to one another and this is deliberate. There is a psychological continuity due to a unified theme. The physical continuity is provided by similarity of visuals and orals. In a broad sense, a compaign is a co-ordinative effort of promotion of a particular product/service during a certain period of time to attain pre-decided objectives.
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Advertising of New Products
It is an important activity of the marketing process. A "new product" may refer to a totally new product manufactures as a result of a technological breakthrough, which fully replaces the old and existing product. In marketing management, however, the term " new product" refers to a product that has been modified or improved or which completely replaces a similar product. A modification of an existing product, an imitation of a competitive product and product-line acquisitions are also included in the broad meaning of the term "new product." The concepts of market segmentation and product differentiation are important in the achievement of better marketing results. Advertising, when rightly employed, makes it possible for such strategies to work beautifully. In segmentation, a product is modified in such a manner that it fits the special need which seems to exist among a group (segment) of potential buyers. In product differentiation, however, consumers have to adjust their demand to the product as it exists or to a changed existing product. Advertising is effectively used to persuade consumers that they should purchase a particular item. In both the strategies, advertising plays a great role. It is only through advertising that the public is made aware of product attributes, Whatever may; be the strategy adopted. Advertising introduces a new product to prospects, and calls their attention to changes/modifications made in the old product. Without advertising, the process of informing the consumers about product innovation will either not exist or would be slow, resulting in a disincentive for product development.
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Advertising Rates
It is a charges which is made by advertising media for use of their services or facilities. See Rate Card.
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Advertising Schedule
Advertising Schedule means programme of planned advertising insertions, showing detailed costs, timing, nature of media and the bookings to be reserved. See Media schedule.
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Aided Recall
It means prompting respondents, by inducing association of ideas to help recall, particularly of television or cinema viewing.
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Advertising and positioning
Research has shown that there is a very real limit to how much a mind set can handle. According to George A. Miller, Harvard Psychologist, the average human mind cannot deal with more than seven units at a time. Even in high interest product categories, the average person can rarely name more than seven brands. This is where positioning comes in. Advertising has to establish the brand in a commanding position in the mind – sets of consumers. The image and appeals must be related to the way consumers possibly think about a brand and thus position it in their minds. In order to develop a clear position, the communicator must somehow put together all aspects of product, consumer, trade, competition and communication situation in a distinctive way for that brand. Good positions are difficult to maintain, and a company must be prepared to defend its position sometimes at great cost. The competitors relate their brand to a brand that is in a dominating position. Positioning doesn’t require a head-on collision with the leading competing brand. This is quite risky. It is better to maneuver around the leader’s position. Sacrifice is the essence of positioning: for effective positioning, a brand has to stand for one quality or benefit in the mind of consumers, instead of being all things to all people. This involves sacrifice of opportunity to different market segments. Position in the consumer’s mind is the end product of the process of filtering information about: The product attributes, The packaging, The pricing, and the image of the product created by advertising. This may be different from the product’s functional or physical attributes. This subtle distinction is increasingly important in a competitive market place where thousands of advertisements fight for the attention of the consumer.
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Advertising and Price
Price is an important consideration in buying decisions. Every one of us would like to know the price of a product for comparison purposes before finally deciding to buy. Indian consumers are, by and large, price conscious. Some people may not sometimes be mindful about the price of some product. AT other times the price for most of them is an important factor in their buying decisions. Price is also indicative of quality. Many people equate price with quality. The costlier the product, the better the quality. The reverse is also true. If a product costs, less we immediately feel that it cannot be of good quality. Pricing a product is an important and critical activity. If a lower is fixed, it will affect the profitability of a business; and if a higher price is fixed, the product will not be able to stand in competition and may be priced out of the market. Therefore, the right price has to be fixed. Then, there are various pricing methods – such as the skimming and penetration pricing of a new product: the cost plus and market price for existing products; and the marginal pricing versus the full cost pricing method. Advertisements sometimes carry the price tag of the product. For some products, when many identical products are competing with each other for consumer preference, the price may be an important influencing factor. Think of many cigarette ads, in which the maximum prices for a pack of 20 and 10 are given at the bottom. The other purpose of giving the price in advertisements is to discount the possibility of higher prices being charged by the retailer from the ignorant customer. The Price of a product is sometimes made the theme of its advertisement to inform the prospects that the total product offering is economical. Think of those ads about tours inserted by a travel agency. Invariably, price of package tours is made an important theme in the ad, apart from its other attractions; it tells the prospect that such a good bargain will never come again and should not be missed.
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Advertising Research
It provide the knowledge and data about the consumer, the product and the market. These data are about who the consumers are, what their needs and wants are, what is who the consumers are, what their buying behavior, what are the product qualities; when and where these products are bought, who are the competitors, what is the extent of the competition; and in selecting the type of media to be employed. Advertising-related research falls into four phases: (I) research to facilitate idea generation. (II) research involving idea generation leading to extended creativity. Here research observations are translated into creative copy. (III) Pre-testing. (IV) Past-testing of ads. Though research can give direction to a compaign, it is no guarantee for success. The role of research in advertising process is more to provide a consumer focus than a copy or treatment focus. Advertising research can give direction to a compaign, it is no guarantee for success. The role of research in adverting process is more to provide a consumer focus than a copy or treatment focus. Advertising research adds the dimension of a scientific approach to advertising. While the business approach is concerned with advertising as a part of the marketing mix, the creative approach in advertising refers to the effectiveness of communication from the seller to the target customer. The scientific approach is a practical way of ensuring against advertising failures and improving the probability of success.
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Advertising Theme
In advertising theme the advertisement is built around a core idea. This central or core idea runs through the whole copy. The same idea is sustained in the entire campaign consisting of a series of a advertisements. The core idea is thus the theme of the advertisement. The theme is a; certain appeal and is an important unit of content analysis. Different attempts have been made to classify the advertising themes for different product groups. The late Narendra Mohan of IIM – A studied the themes of Indian ad copies and identified the following themes: Utilitarian Theme: The major importance was on the usefulness of the product. Rin and whiteness is a utilitarian theme. Focussed Theme: It is aimed to a certain segment of the market. Johnson directs all the messages of its baby products to mothers who love and care for their babies. Informative Theme: It informs about the product. All of you must have seen the informative themes of ad copies of no-frost fridge’s and micro-wave ovens these days. Non-Specific Theme: It is vague and diffused. An advertisement of Rayon states: Practical people wear it, busy people ride on it, industries depend on it and smart people back on it. Achievement – orientation Theme: Advertiser announces the achievements to its credit like export earnings, export awards, awards for excellence, awards for productivity, any form of acclaims, The ad copy goes beyond the product features, Philips recently announced that it is the company that gave the world the picture tube. Descriptive and Projective Theme: This theme is an amalgam or combination of information and achievement themes. The massage is built around the advertiser product / service and projects an image/achievement of the advertiser. Telco is thus a movement. New product, Service, Scheme or Idea: These themes is exploit by the new product launches, e.g. launch of an anti-ulcer product like Ranitedene ro credit cards. Identification of Theme: Each advertisement is thus built around a primary; theme but may also have a secondary or perhaps even a tertiary theme. The advertising themes are based on our knowledge of the market. The target audience, the product features, and the types of appeals which motivate the target audience.
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Animation
Animation means movement added to static objects, especially in relation to cartoons.
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Advertising Manager
Advertising Manager is a executive who is responsible for planning and implementing his company’s advertising, he is also responsible for managing the advertising department. He is also called as publicity manager, sales promotion manager, and Marketing Services manager.
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Advertising novelty
Advertising novelty is cheap, possibly gimmicky, gift carrying advertising message, brand name or symbol. Typical examples or key rings, ball pens, scribble pads, stick or pin-on badges.
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Air Time
It is concerned with the time devotedmount of time devoted or allocated to an advertisement on radio or television. May also refer to actual time of transmission.
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Answer Print
Answer Print is the first print of an edited colour film.
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Appropriation
In advertising it refers to the total sum of money set aside for all parts of the advertising mix. Equally, there can be appropriations for other parts of marketing or general business activity. It sometimes referred to as advertising budget.
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Advertising Regulations
It is a conditions which is imposed upon advertising by media owners, trade associations, or government.
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Affordable’ Method
It is a way of arriving at an advertising budget, on the basis of what a company; can afford, rather than what task has to be achieved. Agency Compensation It is the method of paying the agency has been a subject of much discussion nowadays at almost all the meetings of advertisement agency associations and advertisement clubs. There are, basically, three methods in practice. They are: (a) Commission System: It is the oldest system of remuneration. The agency is paid a fixed commission by the media on the advertising bill for the advertisement space bought by the agency. This fixed rate of commission is 15 percent in the USA as well as in India. Thought the rate varies form country of country, the rate of 15 per cent almost universal. (b) Fee System: It comes into existence by following a controvers between an advertiser and an agency. The former argued that 15 per cent commission was too high a rate, whereas the agency took the stand that it was unremunierative for the many services rendered to the client. The fee system is used in TV advertising; when once the commercial is created, it may be used over a long time. A flat fee is paid to the agency for the specialised services performed by it. (c) The third type of compensation consists of service charges. It is added to the cost of materials, and services bought by the agency for the client in artwork, photography, typography, plates, etc. Normally, it is cost plus 15 per cent.
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AIDA
Initial for Attention, Interest, Desire, Action, which denotes the progressive steps of customer reaction in the process of making a sale. Dates from the late 19th century.
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AIDA Model
It is a simplified model which is based on the identical principle of sequential stages of consumer action is known as AIDA model. It stands for: A for attracting attention I for rousing interest D for building desire A for obtaining action The first three funcitons can be effectively performed by Advertising as a communication medium. In the case of direct-action advertising, it also must translate desire into action, unaided by any other promotional instruments . In the case of indirect-action advertising, however, the action can be aided at the time of purchase by two-way communication between the intending buyer and the sales staff.
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Annuals
It means periodicals which are published once a year, usually in the form of reference books.
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Appeal
It means basis of a selling proposition or advertising message designed to match a ‘customers’ want’, i.e. the appeal identifies what customers desire and what the product or service concerned can supply.
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Advertising Strategy
It means the scheme of an advertising compaign.
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Anonymous Product Testing
Anonymous Product Testing means testing in which various basic products are all presented in a common anonymous form, e.g., a plain pack. This complements the pseudo product test in evaluating a consumer’s ability to perceive intrinsic product differences.
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Advertising Testing
The researcher is concerned with the measurement of advertisement effectiveness in advertisement testing. Now the question that arises is: what constitutes effectiveness? In other words which variable is to be counted or measured which will indicate the degree of advertising effectiveness? Effectiveness, therefore, should be measured in terms of a dependent variable, as weight is measured in Kilograms or height is measured in sentiments. The ultimate criterion of ad effectiveness is of course, increased sales; but sale is an ultimate action, and a result of either change in consumer awareness, his knowledge of the product, or a change in his attitude, or the development of certain motivating factors. Favorable consumer responses – behavioral, physiological or verbal – are employed as measurements or advertisements effectiveness. For Example a person, after being exposed to an advertisement, visits a local dealer or dioceses the product with his friend, or borrows it from his friend for a trial, or buys the product. These are examples of behavioral responses. The physiological responses are: a change in the heart beat., sweating, the movement of the eyeballs, etc. A verbal response is the answer given to a question, written or spoken. Further, an advertisement as a whole cannot be tested with a target sample for the responses enumerated above. It has to be broken down into three parts for message, the media and the scheduling. Each part is then tested for the response of the consumer. The message headline, is illustration, the body text, the layout and the typography are tested for message appeal, its theme, its style, etc. The test should be carried out with ads, which are finished as possible. The more finished an ad, the more accurate are the test results. But this procedure is often conditioned by time and the cost of testing an ad. Testing an advertisement should be involve testing the effectiveness of media alternatives. Broad classes of media, their sub-classes, specific media vehicles, the size of space and time (full page, half page or 30 second advertisement) employed for advertisement – all these should be tested in the form of consumer responses. The timing of advertisements, their frequency and continuity have been rarely researched as a part of advertisement effectiveness.
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Air Brush
It is a instrument which sprays atomized dye paint in a controlled manner. It is used for retouching photographs and for producing artwork.
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Air Date
It is concerned with the date of first transmission of a commercial or compaign via a broadcasting service.
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Airway Bill
It is used as a contract of carriage by air. It is also known as air consignment note.
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Amongst Matter
It is a position or a situation of an advertisement, where it is situated amongst editorial material.
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Artwork
It is a pictorial or illustrative part or portion of an advertisemt, or publication, in its finished form ready for block-making or production, e.g. a retouched and masked photograph.
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Audiovisual Sales Aids
It means equipment incorporating facilities for communicating by sight and sound used by salesmen to simulate an actual demonstration.
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Audit bureau of Circulation (ABC)
Circulation auditing organisations function in 25 countries. In Asia, audit bureaus function in Japan, Singapore, Malayasia and India. The Indian ABC is a founder-member of the International Federation of Audit Bureau of Circulations. The Audit Bureau of Circulation (of India) was established in 1948 as a voluntary effort by national advertisers, advertising agencies and newspaper publishers in their common interest to measure circulation of publications in a true and standard manner. Members of ABC are required to keep records to facilitate audits. An independent of Chartered Accountants, appointed by the member, conducts half-yearly audits according to a procedure prescribed by the Bureau. The ABC panel or chartered accountant
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Atomistic Evaluation
It means evaluation of certain elements or steps in advertising, particularly using indices of advertising effectiveness.
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Audience Surveys in Radio and Television
There is a audience research unit of AIR and Doordarshan at their respective directorates in New Delhi. Further, each production centre also has a research cell headed by an audience research officer and assisted by a staff of six to seven research personnel. Doordarshan currently has 14 such research cells whose work is coordinated by the Director, Audience Research at New Delhi, Research in AIR and Doordarshan is, however, an in –house activity and its role is basically advisory and recommendatory. The findings are rarely made public, though the claim is that most producers, administrators and policy – makers are often guided by the research results. Khurana and Malik of ARU, New Delhi, state that the resent format of the National Programme is a successful outcome of the evaluation-prompted changes that have been incorporated, in terms of telecast time, structure, content and so forth. The changes were effected on the basis of the recommendations emerging out of the two major all-India surveys conducted in December 1982 and June 1983 of assess viewers’ reactions to the national programme. The main method of collecting viewers’ reactions is panel surveys, and the analysis of mail received.
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Area Sample
Area Sample means number of people or organisations, it is a part of a research study, situated in any particular geographical area.
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Art Buyer
Art Buyer is a person who is responsible for purchasing artwork or photography, usually in advertising agency.
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Art Director
It means individual charged with the task of overseeing the transforming of a creative idea into visual form.
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Atmosphere
Atmosphere means qualitative or subjective value of a medium or publication for advertising purposes.
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ASA
It stands for Advertising Standards Authority. It is an independent body set up and paid for by the advertising industry to ensure that its system of self- regulation works in the public interest. The authority has an independent chairman. Its members are appointed by him to serve as individuals and not as representatives of any section or interest. Half of its members must be from outside advertising. The authority maintains close contact with central and local government departments, consumer organizations, and trade associations and deals with complaints received through them or direct from the public.
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Attention Value
It means extent, to which an advertisement can secure the initial attention of a reader, sometimes expressed in quantitative in quantitative form in starch or other page-traffic studies.
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Attitude
It refers to state of mind reflecting a negative or positive personal view about an object or concept; a state of indifference indicates a mid-point between these opposites.
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Attitude Change
Attitude Change means extent to which an attitude varies or differs, usually as a result of external stimuli.
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Attitude Tests
It means an indirect measurement of the post testing effects of ads on attitudes towards the advertised product or brands. The change in attitude as a result of advertising is assessed. The assumption is that favourable attitude towards the product may lead to purchases. Most ads are designed to either reinforce or change existing attitudes. An attitude is a favourable or unfavorable feeling about a product. This attitudes are measured rating scales. Indirectly, the individual is asked to indicate his agreement or disagreement with certain statements, thus overcoming the need of self-assessment. The score calculated on the basis of agreements – disagreements is taken as a measure of the attitude of an individual. Certain types of indirect scales are now available to measure attitudes.
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Attrition
Attrition means gradual wearing away of an individual’s loyalty to a product or organization, attributable largely to competitive claims and promotions. It may occur with advancing age but can often lead to a change of purchasing behavior for no very apparent reason.
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Audience
It means group of people exposed to any of the media, but more usually associated with television, radio, or cinema. It is a passive word and does not necessarily imply ‘attention’ to an advertisement.
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Audience Composition
It is a method of classification of audiences by specific characteristics, usually demographic.
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Audience Data
Audience Data is the information relating to size or nature of an audience.
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Audiovisual
It means any form or combination of visual,cine film, transparency or video and sound such as record, tape, cassette, optical or magnetic sound track.
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Audit
Audit means formal examination of accounts or management resources.
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Arbitrary Method
It is the method of arriving at an advertising budget unrelated to calculation and without reference to the task to be achieved. It is still a commonplace means of determining how much should be spent on advertising.
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Artist’s Medium
It is a material which is used by artist for his particular visual expression, e.g. pencil, ink, paint, photography.
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Attitude Research
Attitude Research is an investigation, often by personal interview or group discussion, into the attitude of people towards an organization or its products.
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Audience Flow
It means gain or loss of audience during a programme.
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Accounting records
Ledgers, journals and supporting documents. Every company is required by law to keep accounting records sufficient to show and explain the company s transactions. They must be such as to enable financial statements to be prepared that show a true and fair view and must disclose, with reasonable accuracy at any time, the financial position of the company at that time. Accounting records must also contain a record of assets and liabilities, daily entries of money receipts and payments, and statements of stock held at the end of each financial year.
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Accumulated dividend
A dividend that has not been paid to a company s preference shareholders. It represents a liability if the preference shares are cumulative.
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Abnormal spoilage
Spoilage which should not arise under effecient operations.
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Accounting reference date
The date at the end of an accounting reference period.
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Accounting reference period
A company s financial year as notified to the registrar of companies.Unless notification of another date is given, a company s reference period is, for comapnies incorporated after 1April 1990, deemed to end on the last day of the month in which the anniversary of its incorporation falls. Accounts must be laid before a general meeting of the company and filed with Registrar of Companies within ten months form the end of the accounting reference period in the case of private companies and seven months in case of other companies.
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Accounts stated
A personal account the balance of which, as set out by the crditor, has been accepted by the debtor.
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Accounting standards
Adocates of Accounting standards put forward the following arguments in their favour: information is of the nature of public good, so the forces of demand and supply will notoperate effectively; accounting information is of more use if it is published on a comparable basis and comparability is not possible without standards provide a generally accepted language for financial statements that renders them more comprehensible to users; standards give financial statements credibility in the eyes of non-accountants. Standards may be set either in the public sector or in the private sector.
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Above – the –in a true and standard manner
Above – the –in a true and standard manner. The ABC is a non-profit making company limited by guarantee, and supported solely by entrance fees and annual subscriptions from its members. Advertisers pay an annual subscriptions on the basis of their annual press appropriations. Advertising agencies pay a fee based on their annual turnover in press advertising. And the subscription of publishers is based on their circulation levels and frequency of pblication. The annual subscription for a daily newspaper with circulation of 5,000 copies is as low as RS. 1000, and for a weekly publication with a circulation of 15,000 copies, it is only RS. 800. The Bureau bears 50% of the cost of Admission Audits in cases where such audits are successful. Yet the majority of newspaper and magazine publishers are not ABC members. At the end of 1989, its membership comprised 119 advertiser companies, 214 professional ad agencies and news associations, 137 daily newspapers, 61 weeklies and 95 magazines totalling 301 out of more than 25, 000 publications in the entire country. Circulation wise, though, ABC membership accounts for around 50% of the total circulation of 55.4 million copies. The affairs of the ABC are guided by a council of Management, half of which is elected annually by the General Body on a rotational basis. Equal representation is given to newspaper and magazine publishers (who are ‘space sellers’) on one hand, and to advertisers and ad agencies (who are ‘space buyers’) on the other. The chairman is elected from each of the two wings alternately. The ABC certifies the figures of Net Paid Circulation which is defined as that portion of a publisher’s circulation which has either been sold directly to and has been paid for by the reader at normal retail prices or subscription prices or sold by the publisher through distributors at a commission not exceeding 40% of the published prices which may reasonably supposed to be sold by them and paid for by the readers at full prices. The certificates represent six-monthly audited periods. Members of ABC are required to keep records to facilitate audits. An independent of Chartered Accountants, appointed by the member, conducts half-yearly audits according to a procedure prescribed by the Bureau. The ABC panel or Chartered accountants then conduct Recheck Audits of member publications, once every four years. Surprise Checks too are carried out sometimes, where ABC auditors visit publisher organization without prior notice to verify actual print runs and distribution of copies and supporting documentation. Every six months ABC provides its members with audited circulation certificates of important newspapers and periodicals. Circulation data covers distribution of copies in various States and Major cities, which are potential markets. The Certificates provide information of average figures of average circulation for the audit period, month to month net sales and average figures for the previous audit periods. Information of single copy subscription sales, copies distributed at discounted and free distribution is also given.
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