Dailies
Also called rushes, this refers to unedited film. These are called Dailies because the film typically is viewed from a single day’s shooting, even if the final commercial or program will take many days or weeks of shooting.
DAGMAR
This refers to a process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.
Day-after recall test
A research method that tests consumers’ memories the day after they have seen an ad, to assess the ad’s effectiveness.
Daypart
Broadcast media divide the day into several standard time periods, each of which is called a “daypart.” Cost of purchasing advertising time on a vehicle varies by the daypart selected.
Decay constant
An estimate of the decline in product sales if advertising were discontinued.
Deceptive advertising
FTC definition: A representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material. See Materiality, below.
Demographic segmentation
Dividing consumers into groups based on selected demographics, so that different groups can be treated differently. For example, two advertisements might be developed, one for adults and one for teenagers, because the two groups are expected to be attracted to different types of advertising appeal. See Demographics, below.
Demographics
Basic objective descriptive classifications of consumers, such as their age, sex, income, education, size of household, ownership of home, etc. This does not include classification by subjective attitudes or opinions of consumers. See Psychographics, below.
Population statistics with regard to Socio-Economic factors like SEC, age, income, gender, occupation, education etc. Normally used by planners to define target audience.
Depth interview
A method of research, whereby a trained interviewer meets with consumers individually and asks a series of questions designed to detect attitudes and thoughts that might be missed when using other methods.
Designated market area (DMA)
A geographic designation, used by A.C. Nielsen, that specifies which counties fall into a specific television market. See also, Area of dominant influence.
Direct house
An advertising specialties company that manufactures and then sells its goods directly with its own sales force, rather than through retailers.
Direct mail
Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.
Direct marketing
Sending a promotional message directly to consumers, rather than via a mass medium. Includes methods such as Direct Mail and Telemarketing.
Direct premium
A premium provided to the consumer at the same time as the purchase.
Direct response
Promotions that permit or request consumers to directly respond to the advertiser, by mail, telephone, e-mail, or some other means of communication. Some practitioners use this as a synonym for Direct Marketing.
Directory advertising
Advertising that appears in a directory (telephone directory, tourism brochure, etc.). This frequently connotes advertising that consumers intentionally seek.
Direct traffic
Traffic that comes directly to your website, which means the user types your website URL directly into their browser and does not come from a referral link; blog, social media, or third-party websites.
Display advertisement
- In print media, any advertisement other than a classified ad.
- An ad that stands alone, such as window sign.
Dissolve
Fading from one scene to another in a film or television production.
Distributor
A company or person that distributes a manufacturer’s goods to retailers. The terms “wholesaler” and “jobber” are sometimes used to describe distributors.
Door-opener
A product or advertising specialty given by a sales person to consumers to induce them to listen to a sales pitch.
Double truck
A two-page spread in a print publication, where the ad runs across the middle gutter.
Drive time
Used in radio, this refers to morning and afternoon times when consumers are driving to and from work. See Daypart, above.
Morning and evening hours when many radio listeners drive to and from work. Drive times are generally from 7am – 12noon and 5pm – 10pm.
Dummy
A copy (e.g., xerographic duplicate) of an ad, or even blank sheets of paper, provided to a printer or artist as an example of the size, color, or other aspect of the ad to be produced.
Duplicated audience
That portion of an audience that is reached by more than one media vehicle.
DMP
Abbreviation for “Decision Making Process,” which is the process by which a decision making unit arrives at the decision to make a purchase.
DMU
Abbreviation for “Decision Making Unit.” DMU can refer to a single individual. More commonly, however, it refers to a group of individuals linked by a common organizational bond but separated by functional specialization, trying to reach a joint decision on a purchase. Individuals tend to take on certain roles in the buying process, such as initiator, gatekeeper, influencer, decider, purchaser, and user, descriptive of their purchase involvement and predictive of their behavior.
Dating
The practice of giving credit beyond a stated period by forward dating of an invoice. For example, a buyer technically obliged to pay for a purchase within 30 days may be given a postdated invoice bearing a date perhaps a month later than the actual date of purchase. In effect, the buyer now has 60 days in which to make payment. Dating is often used to encourage orders for seasonal goods well in advance of need.1
Dealer
A firm that buys and resells merchandise at either retail or wholesale.
Dealer Loader
A premium presented to retailers for the purchase of certain quantities of merchandise. Its purpose is to gain new distribution or to move an unusually large quantity of goods from the manufacturer to the retailer and subsequently to the consumer.21
Deciders
Those individuals actually making the decision concerning whether a contemplated purchase should be made.4 (See DMU.)
Demographic Segmentation
Market segmentation on the basis of age, sex, family size, family life cycle (e.g., young, single; young, married; young, married, youngest child under six; etc.), income, occupation, education, religion, race, nationality, and/or social class.13
Department Store
A large retailing business which carries a wide assortment of shopping and specialty goods, usually in the medium to high price range. Its products are “departmentalized” or segmented by categories within the store. Each department has a discrete store space allocated to it, a cash register to record sales, and salespersons to assist customers. There are two types of department stores: “traditional” and “departmentalized specialty.” The major difference is that the former carry a full line of merchandise, including consumer durables such as furniture and home appliances. The latter tend not to carry such items but rather to focus their efforts on apparel.
Department Store Ownership Group
An aggregation of centrally owned stores in which each store continues to be merchandised and operated primarily as an individual concern with central guidance rather than central management or direction.14
Diary Panel
A survey technique in which an individual or a family keeps a record of Listening or viewing behavior or of product purchasing activities.2
Diffusion
The process through which a new product or service moves from its introduction to a wider acceptance in its potential market.
Direct Selling
The process whereby a firm responsible for production sells to the user, ultimate consumer, or retailer without intervening middlemen.7
Discount Store
A departmentalized retail establishment utilizing many self service techniques to sell hard goods, health and beauty aids, apparel and other soft goods, and other general merchandise. These stores operate at low margins, have a minimum annual volume of $1 million and are 10,000 square feet or over in size.10
Discretionary Income
Funds remaining after necessities are paid for out of disposable income.18
Disposable Income
Personal income remaining after the deduction of income taxes and compulsory payments, such as social security.7
Distributor
A firm (or an individual) selling manufactured products either to retail outlets (dealers) or direct to consumers. In common parlance distributors are often thought of as having closer and more long-term relationships with the manufacturers from which they buy than are wholesalers.
Dog
One of four categories of business lines or products in a portfolio theory of product management. (The other three are cash cows, stars, and “problem children.”) Dogs are low share products in slow growth markets. The chances of such products becoming major cash generators are not good, and they are thus often thought of as cash traps because of the investment needed to maintain their market position.9a
Drawing Account
An account from which an employee is permitted to draw commissions against future sales. Deficits are accumulated and subtracted from earned commissions in later periods when there is an excess over the drawing account limit.14
Drop Shippers (Desk Jobbers)
Wholesalers who do not handle or store the goods they sell. They take customer orders and then arrange for manufacturers to ship directly to the buyers. Their role is similar to that of manufacturers’ agents except that they take title to the merchandise they handle and assume the corresponding risks.6
Dry Goods
A broad term applied to textiles. It is generally used to include piece goods, narrow yard goods, and the textile items of women’s accessories and men’s furnishings.14
Dumping
The sale of goods abroad at prices well below those charged in the country of origin in order to gain the advantages of scale economies or the learning curve for the producer and/or in order to make it difficult if not impossible for foreign firms to compete in the market in question.
Its selling of goods in lower price to other countries at less than actual production unit price
Durable Goods
Goods expected to last longer than three years such as appliances, furniture, and automobiles.1
Double Spread (DS) Page
A single advertisement carried across two facing pages of a publication.
Duplication of Readership (between publications)
The proportion of average issue readers of one publication who are also average issue readers of another publication. (The base for duplication is average issue readership and not claimed/ total readership).
Display Advertising
Print advertising that is intended to attract attention and communicate easily through the use of space, illustrations, layout, headline and so on.
Drip Strategy
Advertising messages are delivered to consumers in drips over an extended period.
DAR (Day after Recall)
The most common method used to test advertisements or for tracking consumer behavior. Visuals or questionnaires are administered approximately 24 hours after the preliminary exposure of what is being ascertained.
For example; if an advertisement is being tested for recall, then one day after the advertisement was exposed on Print or TV, the same is shown to respondents, and detailed questions are asked for checking out the “extent” of recall.
Denotation
A description of a media text indicating its common sense, obvious meaning
Direct Marketing
Marketing via leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to current and potential consumers. The direct marketing industry has grown enormously as a result of increasingly specialized mailing lists.
Descriptive Research
The objective of descriptive research is to describe a phenomenon, usually market characteristics or functions. IRS is a Descriptive Research.
DM (Decision Maker)
The decision maker is the member of the household who takes purchase decisions for expensive products in the household e.g. durables like Refrigerator, Television etc.
Download
Transferring data (usually a file) from another computer to the computer you are using. It is the opposite of upload.
Daily Impressions
The estimated number of people passing through an outdoor location on an average day.
DOOH Media (Digital Out Of Home Media)
It is a form of out-of-home advertising in which content and messages are displayed on an electronic screen, or digital sign. It can be changed without modification to the physical sign, typically with the goal of delivering targeted messages to specific locations at specific times. Digital signs may be scrolling message boards, LCD or plasma display panels, electronic billboards, projection screens, or other emerging display types like Organic LED screens (OLEDs) that can be controlled electronically using a computer or other device, allowing individuals or groups to remotely change and control their content (usually via the Internet).
DEC (Daily Estimated Circulation)
The number of people who will see your billboard per day. It is also referred to as Daily Impressions because of the estimated number of persons passing an outdoor location on an average day.
Direction (Facing)
The direction an Out of Home panel faces.
Day – Part
Part of the day recognized to identify the time period of radio listening or TV viewing.
Digital Cable
Digital cable offers viewers more channels, it is a service provided by many cable operators. Contrary to what many consumers believe, digital cable is not the same thing as HDTV or DTV; rather, digital cable simply offers cable subscribers the option of paying for more services.
DTH (Direct to Home)
Direct to Home is a satellite transmission that delivers a signal directly to a home via an earth station or a receiver dish.
Drop-in Ad
A local commercial inserted into a national program, or, more generally, an advertising message inserted into a larger advertisement, as for a local dealer or retailer, or a phrase, such as a public service slogan, or symbol; also called a hitch-hike ad.
Dark
When a lead or prospect becomes unresponsive, it is called as dark.they might get unresponsive to calls, emails, invitations and other engagement points.
Data
A unique set of quantitative or qualitative facts whihc can serve as a reference for computations, analysis, predictions and planned reasonings is called data.
Data into information marketing
Analytics not just analyzes the data but gives us very important useful insights of information which could be used for the decision making of the marketing sector but or the business itself
Daily sales outstanding (DSO)
DSO or daily sales outstanding is the amount of time after acquiring a client before actually getting paid for the services/product.
De-dupe (de-duplicate)
De-dupe or de–duplicate is a streamlined process of eliminating duplicate data in the form of accounts, contact details or other information.
Dead stock
Dead stock is known as dead inventory, the unsold stock which are laying in your warehouse or in your store for a long time.
Deal
A deal which is entered by two parties
Deal closing (or closing a deal)
Deal closing or closing a deal is a process of giving a stop to the sales transaction and completing it when the prospect agrees to purchase the product or sign up for a service.
Decision maker
A decision maker is the one who possesses required expertise and authority in concluding purchase decisions.
Demand forecast
Demand forecast is a method of predictive analytics of product or services that retailers understand how much stock to have in hand at given time.
Demand generation
Demand generation is a marketing process. This aims to build higher brand awareness. This is often used by organizations to facilitate promotional offerings or feature sets. Organizations reach new market and generate consumer loyalty through demand generation.
Descriptor
A general term added to a non-descriptive brand name, where the general term describes the service that is central to what the brand is offering. Example: Tata “motors”, Malabar “gold”, Muthoot “finance”, etc.
Dialer
A dialer is a software or application which helps in automating the phone call making process.it reduces time lag of making calls.
Differentiation
The processes of making our product unique in the eyes of the customers, compared to that of our competitors.
Digital analytics
Analyzing the digital big data from various online sources made me the website the apps or even social media platforms is known as digital analytics
Digital channels
Digital channels a path for communications through digital signals. It in walls on email video content social media mobile marketing
Digital influence
The ability to influence or create an impact or even change or manipulate the opinions or the behavior that lead to certain set of desirable outcomes online is known as digital influence
Digital landscape
A digital landscape is nothing but all the features that are involved on the digital platforms for making the best use of data and information with the help of feature tools data sources or media consumption devices
Digital media
Data in the form of images videos or content which is put up digitally or online and is encrypted to a computer understandable language
Direct mail
Direct mail is a communication where newsletters, catalogs and brochures are sent out to consumers via postal services which is physically delivered.
Direct sales
Direct sales is the process of selling a good or service in a specific location rather than linked retail sources or offices. The seller engages personally with a prospect in a physical or face to face environment like a home or cafe.
Discount
A discount refers to promotional reduction of the cost of products or services and is commonly deployed in the marketing or sales procedure.
Discovery
All the first call to a potential customer is known as discovery call or a qualifying call. This is basically done to understand if they are a good fit and henceforth sellers can start building rapport or set tone of the relationship to gain better insights of the customer’s challenge.
Disruption disturbance
Or intrusions which occur in an event, activity or process. Positive disruptions in a specific process occur to bring technological innovations.
Distribution center
Distribution center is a warehouse or specialized building where stock are stored and distributed to retailer or directly to consumer.
Doing business as (DBA)
Doing business as or dba is a simplified rebranding which means the name under which businesses operate. This differs from its legal, registered name.
Double trigger
Double trigger is basically a clause which accelerates vesting when an employee is let go without a due cause in acquisition.
Drag along rights
Drag along rights refer to a simple majority of investors who are to effect a legal change or a sale.
Draw on sales commission
Draw on sales commission refers to a form of compensation which 9is designed for sales professionals.it is released in advance against expected earnings.it is also called “draw against commission” or simply “draw.”
Drip campaign
A drip campaign refers to automated responses to emails which are sent after a certain time lag.
Driving more traffic
Driving more traffic to the website or the social media handle is very important for a marketing department to boost the product sales or service sales and this can be only possible with the utilization of analytical tools to understand where the customers are and how and what interest them to attract them to our platforms
Drop shipping
Drop shipping is a method were the retailer doesn’t keep the product in stock instead they purchase product from third party and it is shipped directly to consumer.
Data studio
An on-line tool that aid user to convert knowledge into informative reports and dashboards.
Data transfer
A secured exchange {of knowledge| of information} or files between systems, organizations or businesses.
Dedicated informatics
An IP address dedicated to one web site.
Deep linking
Linking to an internet page apart from a sites home page.
Description tag
A part of markup language code that highlights intent or description of website.
Disintermediation
The elimination of intermediaries within the provide chain, conjointly noted as surgical operation the middlemen.
Domain name
Is a simple sort of high level identification for a specific webpage in alternative words name of the positioning.
Doorway domain
The domain that created in a very thanks to manipulate programme indexes to order itself in search results.
Doorway page
The website that created in a very thanks to manipulate programme indexes to order itself in search results.
Decentralized plans
The difference in product/market conditions with a system planning
Demand pattern analysis
The analysis of a particular growth of a industry which is popular
Devaluation
It is a process of reducing the values of a currency while comparing with other countries
Diffusion theory
It is a way of organizing for adoption of innovation with the help of social phenomenon, characterized by a normal distance
Distribution channel
It is a channel where goods and services are marketed by giving time and place to users
Duty customer
Duty based on an imported goods either on an ad valorem, or specification amount per unit
Dark web
This is a part of internet which is not indexed by Google search engine and it is generally found in encrypted service
Display network
It’s a network of websites and application that shows the ad displays in next website
Dofollow
The phase denotes the hyperlink absent of no follow. Defaults hyperlink is dofollow
Diversity Marketing
This strategy focuses on developing a customised marketing plan by analysing different customer segments based on cultural differences including tastes, expectations, beliefs, world views, and specific needs.
Drip Marketing
Drip Marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. Common channels for Drip Marketing include direct mail, and radio and TV advertising – where the full message is communicated over the course of the ad break.