The number of packages of an item on the front line of a store shelf.

An article that employs news-writing techniques to describe a subject.

Generally, the addition of one or more "spot" colors to a 4-color piece. This is usually done to accurately print a specific color for a logo, to emphasize a certain color, or to add a coating, such as UV or varnish.

A formula, named for its inventor, Dr. Rudolph Flesch, used to calculate the ease or difficulty of comprehending text in a document, based on sentence length and number of syllables used.

A one-page, two-sided promotional vehicle, generally 81/2" x 11" in size.

A qualitative marketing research technique in which an independent moderator interviews a small group of consumers from the target market in an informal setting to get an immediate market reaction to a new product or brand name, to generate new product ideas, etc. Also referred to as a Customer Panel. See Qualitative Marketing Research.

Application to paper stock (generally cover stock) of a metallic, tissue-like material that resembles foil, available in a variety of colors and patterns.

A single typeface, typically consisting of all standard alphabetical characters-uppercase and lowercase letters, numerals, punctuation and special characters.

A combination of superstore and drug store under a single roof, with common checkouts. GM/HBC represents at least one-third of the selling area and approximately 15% of store sales. These stores also have a pharmacy.

Text at the bottom of a page that explains or provides a reference source for a point made in the copy.

The four major controllable variables of the marketing mix: product, price, promotion and place.

The process of simulating full-color using four separate inks, typically cyan (blue), magenta, yellow and black. This process is commonly used to reproduce full-color photographs and artwork.

Any standard advertising space smaller than a full page.

An arrangement in which a supplier grants a dealer the right to sell a product in return for some percentage of the total sales; typically, the supplier provides buildings and equipment, management advice and marketing assistance to the franchisee, who agrees to operate according to the franchiser's general rules.

A promotional piece loosely inserted or nested inside a publication.

An image, illustration and graphic design program by Macromedia. Freehand

Work done on a contract basis, typically by a self-employed individual.

The number of times an individual is exposed to an advertisement or other message. According to the Ebbinghaus Retention Curve, frequent repetition of a message on successive occasions greatly enhances retention of the message.

A reduced rate offered by media to advertisers who run or broadcast a specified number of advertisements within a given time period.

Activities, which encourage repeat purchasing through a formal program enrollment process to develop loyalty and commitment. Frequency marketing is also referred to as loyalty programs.

The part of the store devoted to the checkouts.

Supervises all cashiers and front end operations. Serves as point of contact for all customer questions, requests and returns. Handles special customer services, complaints and payment problems, and assists customers with special needs.

A free-standing insert which is a promotional piece loosely inserted or nested inside a publication.

Order processing that includes documenting when an order was received, when and how it was shipped and when and how it was paid for.