Values and lifestyles (VALS) research
A research method which psychologically groups consumers based on certain characteristics such as their values, lifestyles, and demographics.
Vehicle
A specific channel or publication for carrying the advertising message to a target audience. For example, one medium would be magazines, while one vehicle would be Time magazine.
Refers to a specific publication in the press, or a programme in electronic media, or an outdoor site.
Velox
A type of paper used for it’s superior reproduction qualities.
Vertical discount
A reduced rate offered to advertisers who purchase airtime on a broadcast medium for a limited amount of time, e.g., one week.
Vertical publications
Publications whose editorial content deals with the interests of a specific industry, e.g., National Petroleum Magazine and Retail Baking Today.
Vignette
- An illustration that has soft edges, often produced by using cutouts or masks.
- A photograph or halftone in which the edges, or parts of, are shaded off to a very light gray.
Voice-pitch analysis (VOPAN)
An advertising research technique of analyzing a subject’s voice during their responses, to test their feelings and attitudes about an ad.
Voiceover (VO)
The technique of using the voice of an unseen speaker during film, slides, or other voice material.
Validity
The degree to which a measure represents the object or concept which it is intended to measure.
Value Added
The extent to which an organization enhances the price customers are willing to pay for its goods or services through the creation of form, place, time, or ownership utilities. Value added is determined by subtracting the cost of materials, supplies, fuel, and contract work from the value of the shipments.6a
Value Pricing
Pricing on the basis of the buyer’s perception of the value of the product to him or her rather than on the basis of the seller’s costs.13
Variety Store
A retail establishment offering many kinds of merchandise at low prices and with few attendant services. Woolworth’s is a good example.11
Vertical Integration
The acquisition of firms or the development of divisions in earlier or later stages of the production process. For example, an apparel manufacturer which purchases retail stores or which establishes its own division for the building and operating of such stores is vertically integrating. In this case, the integration is forward, toward the consumer. If the apparel manufacturer purchased a textile company or established a textile division, it would be backward integrating, away from the consumer.
Volume Discount
An amount deducted in advance from payment that is due as a reward for buying in quantity.1 There are a wide variety of such discounts. Discounts can be given on each unit above a base; or they can be established step wise, with, for example, a 5% discount on units 11–20, a 6% discount on units 21–30, etc. Other variants include the volume rebate (a year end refund according to the volume purchased by the account during the year) and the growth volume rebate (given on the difference between purchases from one year to the next).
Voluntary Chain
A group of retailers each of whom owns and operates its own store and is associated with a wholesale organization.14
Voucher Copy
A free copy of a publication sent to the advertiser as proof that a paid-for advertisement had appeared.
Volume Discount
Discount incentives for advertisers who commit to a specified level of spend with a media owner or agency.
Video Billboards
Bulletins, posters or wallscape with screens that can beam full colour ads to motorists from sundown to midnight. Potentially, Out of Home advertising may even include holographic displays, laser lighting systems, and satellite transmissions to enable advertisers to produce virtually any effect they desire on their out of home displays, laws permitting.
Visibility
Visibility refers to whether or not a particular site is visible from a certain predefined distance.
Visibility in regards to online marketing is the process of being easily seen and found by your target audience online in search engines, directories and websites of a related industry.
Vox Pop
A qualitative consumer research tool, usually in the form of a brief street interview, where people are recorded giving spontaneous answers to set questions.
VAS (Value Added Services)
Additional services offered by a network which add value to those services already available on the network. VAS generates additional revenue by offering increased benefits to its subscribers.
Visits
The number of distinct visits to a web site within a specified time period, such as one day or one month. Visits are an imprecise term and numbers may vary considerably depending on the type of calculation used, but many log and statistical applications define a visit as a single browser session by a single IP address. Page views and unique visitor counts, computed individually and in combination, are far more useful in determining the relative popularity of a web page or web site.
Value proposition
A value proposition is a statement which covers various aspects such as benefits and unique attributes which consumers might want to patronize on.
Vertical banner
A banner ad measuring 120 pixels wide and 240 pixels tall
Viral
A piece of information/news which rapidly spreads in the internet marketing space
Viral marketing
Marketing phenomenon that facilitates and encourages people to pass along a marketing message
Getting your customers talking about your products and services is very important to growing awareness for your business. Viral Marketing is about spreading the word through creative campaigns that are good enough to share – in order to keep your products in the heart and minds of the global consumer.
The promoting development that facilitates and encourages individuals to pass on a marketing message.
Visitors
Visitors are metrics in Google analytics. They are used to quantify users of a website over a particular period of time. These visitors are often broken down between new and returning visitors. Returning visitors are those who have browsed at least once in the given time frame.
A person who has visited a website atleast once in the reporting time period.
Visits
Visits are an old term in Google analytics. They are also called “sessions”
Visits is a method used to measure the total number of times a user has visited your website. It is an indication of continue process of visiting of a website by a customer.
Vlog
A blog or a diary that publishes video content
Vertical banner
A banner ad measurement of 120 pixels wide and 240 pixels tall.
Video Marketing
Video Marketing is fast becoming a preferred channel for viewers to learn more about a product or service offering and how it will benefit them. It is increasingly effective in engaging prospective customers and providing all the right reasons to purchase.
VCP Theory
Visibility + Credibility = Profitability