 |
Package
|
(1)
A combination of programs or commercials offered by a
network that is available for purchase by advertisers
either singly or as a discounted package deal. (2) A merchandise
enclosure or container. |
|
| |
Package
Design |
The
design of a merchandise enclosure or container. |
|
| |
Page
Layout |
A
sketch which gives the general appearance of the printed
page, showing placement of headlines, text, and illustration.
|
|
| |
Paste-up
|
A
camera-ready layout of illustrative and type material
which is configured in the proper position on paperboard
and is used for reproductive purposes. |
|
| |
PDF |
Stands
for Portable Document Format. Created by Adobe Systems
in its software program Adobe Acrobat as a universal browser.
Files can be downloaded via the web and viewed page by
page, provided the user's computer has installed the necessary
plug-in which can be downloaded from Adobe's own web site.
|
|
| |
Percent-of-sales
method |
Method
of determining the advertising budget based on an analysis
of past sales, as well as a forecast for future sales.
|
|
| |
Perceived
risk |
A
functional or psychosocial risk a consumer feels he/she
is taking when purchasing a product. |
|
| |
Photo
Manipulation |
See
Image manipulation |
|
| |
Photo
Restoration |
See
Image manipulation |
|
| |
Plug-In |
A
software extension that provides added capabilities to
the browser, for purposes such as viewing, hearing, or
saving specially formatted files. Most plug-ins are available
via the creator's web page for downloading. |
|
| |
Point
of Purchase Displays |
Advertising
display material located at the retail store, usually
placed in an area where payment is made, such as a check-out
counter. |
|
| |
Poster
Design |
Large
format illustrated layout for information and advertising
purposes. |
|
| |
Print
Ads |
Advertising
for printed medium. |
|
| |
Press
Release |
Printed
news story prepared by an organization and distributed
to the media for the purpose of publicizing the organizations
products, services, or activities. |
|
| |
Product
differentiation |
Developing
unique product differences with the intent to influence
demand. |
|
| |
Product
positioning |
The
consumer perception of a product or service as compared
to it's competition. |
|
| |
Product-related
segmentation |
A
method of identifying consumers by the amount of product
usage, usually categorized demographically or psychographically.
|
|
| |
Production |
Process
of physically preparing the advertising idea into a print
or broadcast advertisement. |
|
| |
Promotion
|
All
forms of communication other than advertising that call
attention to products and services by adding extra values
toward the purchase. Includes temporary discounts, allowances,
premium offers, coupons, contests, sweepstakes, etc. |
|
| |
Promotional
mix |
Using
several different types of communication to support marketing
goals which include Advertising, Personal selling, Publicity,
and Sales promotions. |
|
| |
Promotional
product |
A
product imprinted with, or otherwise carrying, a logo
or promotional message. Also called an Advertising Specialty.
|
|
| |
Proof
|
An
impression on paper of type, an engraving or the like,
for the purpose of checking the correctness and quality
of the material to be printed. |
|
| |
Psychographics
|
A
term that describes consumers or audience members on the
basis of psychological characteristics initially determined
by standardized tests. |
|
| |
Public
relations (PR) |
Communication
with various sectors of the public to influence their
attitudes and opinions in the interest of promoting a
person, product, or idea. |
|
| |
Puffery
|
A
legal exaggeration of praise lavished on a product that
stops just short of deception. |
|
