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Publicity
– A form of public relations that takes the form of editorial exposure, such as a news or feature
article about a product. Publicity differs from advertising in that the company doesn’t pay the newspaper
or TV station to run the story.
POS (Point of Sale)/POP (Point of Purchase)
– The in-store promotion of a product to make the
product stand out among its competitors. POS can range from a simple ad that is hung on a grocery store
shelf to a large, elaborate display.
Private label
– A brand developed by a large retailer or wholesaler, as distinguished from a brand bearing
the name of a manufacturer or producer. Since manufacturers’ brands have large advertising expenditures
built into their cost, a private brand can buy the same goods at a lower cost and sell them at a lower price.
Qualitative research
– Advertising research that explores issues deeply to gain insight into how
consumers feel about a product and why they buy it. Qualitative research relies on in-depth interviews
with open-ended questions like “How do you decide which cheese to buy?”
Quantitative research
– Research that gathers measurable information from a large number of
consumers. The surveys use closed-ended questions that require a simple answer.
Rating points
– The measurement of the actual viewing or listening audience for a program or
commercial. If a program has a rating of 10 points, it means that 10 percent of all households in a
particular area had their television sets tuned to that program. A program with a high rating will deliver a
large audience to advertisers for their commercials.
Retail authorizations
– Approval by retail chains for their local and regional buyers to purchase
merchandise for their organization.
Rotation
– The pattern of how television and radio commercials are aired during the broad time period
purchased by the advertiser. If an ad runs in the same time period on different days each week, it is called
a horizontal rotation. If the ad runs throughout a particular day, it is a vertical rotation.
Satellite media tour
– A publicity method that allows a celebrity or company spokesperson to participate
in up to 25 interviews per day with TV reporters. The person being interviewed sits in a television studio
and is connected to remote locations via satellite hook-up, increasing the reach of the publicity program at
a relatively low cost.
SKU (Stock Keeping Unit)
– A number associated with a retail product for inventory purposes.
Retailers use SKUs to identify and track individual products. Each product must have a SKU, and each
SKU must be unique; for example, a pint bottle and a quart bottle of the same product have separate
SKUs. According to recent research, the average number of SKUs carried in a typical supermarket is
30,580.
Short-Lived Climate Pollutants (SLCP) –
Short-Lived Climate Pollutants include black carbon,
methane, tropospheric ozone, and hydrofluorocarbons (HFCs). They have relatively short atmospheric
lifetimes but are believed to have significant warming impacts on climate.
Slotting fees
– Fees that supermarkets charge suppliers and manufacturers to place their products on the
shelf.
Spot TV
– Commercial time on local television stations, as distinguished from commercial time on a
network.
Talent Fees/Residuals
– Fee paid to actors used in a broadcast commercial.