Lanham Act Federal trademark law. Layout A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad. Leading The space between lines of type. Leave-behind A premium left with prospective customers by a sales person, to remind them of the product or service being sold. […]
Marketing terms starting with the Letter L Read More »
Keeper A premium used to induce a consumer to take some action, such as completing a survey or trying a product. Kerning Spacing between the letters of a word. Keystone Markup Doubling the cost to arrive at a price. Thus a men’s clothing store which purchases a suit at $125 and retails it for $250 is
Marketing terms starting with the letter K Read More »
Jingle A short song, usually mentioning a brand or product benefit, used in a commercial. A programming element such as an anthem or musical song produced by professional studio singers for commercials or radio station promotional announcements. Jumble display A mixture of products or brands on a single display, such as a clearance table. Jobber
Marketing terms starting with the letter J Read More »
Halftone A method of reproducing a black and white photograph or illustration, by representing various shades of gray as a series of black and white dots. Hierarchy-of-effects theory A series of steps by which consumers receive and use information in reaching decisions about what actions they will take (e.g., whether or not to buy a
Marketing terms Starting with the letter H Read More »
Galley proof A typeset copy of an ad or editorial material, before it is made into pages for final production. Galvanometer test A research method that measures physiological changes in consumers when asked a question or shown some stimulus material (such as an ad). Gantry A framework of steel bars raised at two ends of
Marketing terms starting with the letter G Read More »
FCC Federal Communications Commission. The federal agency responsible for regulating broadcast and electronic communications. FTC Federal Trade Commission. The federal agency primarily responsible for regulating national advertising. Facings Refers to the number of billboards used for an advertisement. Factory pack A premium attached to a product, in or on the packaging. Fixed Position A guaranteed
Marketing terms Starting with the letter F Read More »