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Unaided recall A research method in which a respondent is given no assistance in answering questions regarding a specific advertisement. Unfair advertising Advertising that is likely to harm the consumer. The FTC has the power to regulate unfair advertising that falls within a very specific legal definition. Unique selling proposition The unique product benefit that

Tabloid A size of newspaper that is roughly half the size of a standard newspaper. A page size is normally 14″ high by 12″ wide. Refers to a newspaper smaller in size as compared to the broadsheet newspaper. E.g Mid-Day, Mumbai Mirror etc. Tachistoscope testing A method used in advertising and packaging recall tests. Used

Sales promotion Marketing activities that stimulate consumer purchasing and dealer effectiveness through a combination of personal selling, advertising, and all supplementary selling activities. Sales-response function Refers to the effect of advertising on sales. Sans-serif type A typestyle of lettering with no serifs, or cross strokes at the end of main strokes. Scanners An optical character

Random sample A sample taken from any given population in which each person maintains equal chances of being selected. A research sample where every person in the target population has equal chance of selection and represents one section of the universe in terms of any of the demographic variables such as SEC, age, gender etc.

Quantitative research A method of advertising research that emphasizes measurement of incidence of consumer trends within a population. A study that aims to quantify attitudes or behaviors, measure variables on which they hinge, compare, and point out correlations. It is most often conducted via survey on a sample that must be representative of the overall