Material used to create film for printing (color separated, black-and-white line art).

Text typically beneath a photo, illustration or graphic that describes, explains or summarizes what is pictured.

Frequent shopper program characterized by the use of a free membership-type card. The card often allows special prices or promotional deals as well as check-approval.

CASIE stands for the Coalition for Advertising Supported Information and Entertainment. It was founded in May of 1994 by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA) to guide the development of interactive advertising and marketing.

Broad classifications of products used to describe markets in everyday terms, eg. the pet food market, the photocopier market, the breakfast foods market, etc.

Category managers are responsible for maximizing the sales and profitability of specific product categories in the supermarket, such as beverages, frozen foods, and health and beauty care products. Responsible for the marketing strategies of all the brands in a product line; also referred to as a Product Line Manager.

An operator of 11 or more retail stores.

see Marketing Channels.

The route a product follows from its origin to reaching the last consumer.

Direct mail advertising material similar in style to a newspaper advertisement.

The section of a publication where products and services are advertised for sale. Advertising is generally restricted to text only, although most large publications offer a variety of design options.

The functional area responsible for activities related to accounting, billing and reporting procedures.

A business that reviews publications for articles that contain information about a specific company or product, typically to help measure public relations efforts. Companies contract with a clipping service and provide "key words" to be searched. When clipping service personnel locate an article that includes one or more of the key words, they note the publication name and date and send the clips to their client.

The deadline for reserving advertising space in a specific issue of a publication.

Refers to the four process colors-cyan, magenta, yellow and black-used in 4-color printing.

The pairing of two manufacturer's brand names on a single product or service.

Papers that have been coated with a substance or compound to alter the paper's surface. Common coated paper surfaces include gloss, dull, matte and embossed. Coated paper tends to print more sharply and produce truer images (illustrations, photography, etc.) because inks do not absorb as readily. Gloss and matte surfaces offer easier reading for large quantities of text.

The process of separating full-color originals into process colors (cyan, magenta, yellow and black) for printing. Separations are used to make film, which is subsequently used to make the printing plates that actually apply the inks on a press.

In media advertising, printed rates typically include a 15% commission allowance for ad agencies. The commission is granted if the agency meets certain criteria, such as submitting ads in a particular format.

Professionals in this area serve as liaisons between stores and the general public, acting as company advocates on local issues, writing press releases, working with community groups and consumer agencies and managing store and community activities.

Assessing and analyzing the comparative strengths and weaknesses of competitors; may include their current and potential product and service development and marketing strategies.

A layout prepared to resemble, as closely as possible, the finished project. Comps are often created for ads, brochures, packaging, etc.

Constructing and manipulating computer-based simulations of marketing situations to examine the consequences of alternative courses of action; computer models, often developed from an analysis of historical data, may be used to determine the optimum level of advertising and other promotional expenditure, etc. See Advertising Budget Determination.

A marketing segmentation strategy in which the firm concentrates its entire efforts and resources on serving one segment of the market; also called Niche Marketing

The process of testing approaches, positioning statements or creative presentations before a new product or ad is developed further. Concept testing can help predict acceptance and suitability of a product or the effectiveness of an ad.

Ideas generated to promote a product/service, typically using different appeals.

A written summary of discussions and activities from an agency/client meeting.

Professionals in this area serve as liaisons between stores and the general public, acting as company advocates on local issues, writing press releases, working with community groups and consumer agencies and managing store and community activities.

Classification of consumer products consisting of goods with a long useful life, such as cars, electrical appliances and furniture.

Items purchased by consumers for personal and household use; consumer goods are classified as durables and non-durables.

Marketing research into the requirements, opinions, attitudes, etc., of consumers.

A written summary of an interaction between an employee and a client or vendor.

Non-paid circulation limited to persons who meet certain qualifications set by the publication. (e.g., job title, type of industry).

Any full-line, self-service grocery store offering limited line of high-convenience items. Open long hours and provides easy access. The majority sell gasoline with an annual sales of $2 million or more.

The petroleum-based stores are primarily gas stations with a convenience store.

A small, higher-margin store that offers an edited selection of staple groceries, non-foods, and other convenience food items, i.e., ready-to-heat and ready-to-eat foods. The traditional format includes those stores that started out as strictly convenience stores but might also sell gasoline.

The original supermarket format offering a full line of groceries, meat, and produce with at least $2 million in annual sales. Conventional stores will realize 9% of their sales in GM/HBC. These stores typically carry approximately 15,000 items, offer a service deli and frequently a service bakery.

A process of gathering input from a target group to help determine the effectiveness and appropriateness of written text. This can help predict the effectiveness of text in an ad or other published work.

The right to copy or authorize the copying of creative work. Anyone creating original work automatically owns the rights to that work, unless provisions have been made to transfer the copyright.

A person who writes the text (copy) for a project.

A statement that communicates the predominant reason to buy to a specific target market.

An ad that is bound onto the outside of a magazine, literally wrapping the cover and ensuring that every recipient sees the ad.

Cost-per-click is an Internet marketing formula used to price ad banners. Advertisers will pay Internet publishers based on the number of clicks a specific ad banner gets. Cost usually runs in the range of $.10 -.$20 per click.

Cost per thousand (refers to the Roman numeral M for 1,000).

Group of writers and art directors assigned to a project.

Marks in the margins of an illustration/photo/page to indicate the precise area to be used or reproduced.

A light-blue color. One of the four inks used in 4-color process printing.