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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

Package Package enclosure Same as In-pack premium, above. Package insert Separate advertising material included in merchandise packages that advertises goods or services; also referred to as Package Stuffer. Painted bulletin A freestanding steel or wooden structure, approximately 50′ wide by 15′ high, with molding around the outer edges similar to a poster panel, and including

O & O station Radio and television stations owned and operated by a network. Off card Refers to advertising time sold at a rate that does not appear on the rate card. Offset lithography A planographic printing process. A photographic image from a printing plate is transferred to a rubber blanket, which, in turn, transfers

NAB National Association of Broadcasters. An association whose membership is largely composed of radio and television stations. NAD National Advertising Division of the Council of Better Business Bureaus. This organization serves as a major self-regulatory mechanism for advertising. NARB National Advertising Review Board of the Council of Better Business Bureaus. When an alleged problem arises

Macromarketing A type of marketing in which a company adapts itself to uncontrollable factors within the industry. Mail-in premium A premium obtained by mailing in a suitable response to the manufacturer or distributor, with or without money. Mail-order advertising Advertising which supplies paperwork for the purpose of soliciting a purchase made through the mail. Make