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 […]
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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
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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.
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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
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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
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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
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