2017 May Board Book

Dairy Management, Inc. (DMI)

– A non-profit organization that conducts integrated programs in

marketing communications, promotion and research on behalf of America’s dairy farmers. It was formed

in 1995 by the National Dairy Board and the United Dairy Industry Association.

Designated Market Area (DMA) –

Is a region or territory where people get the same television and

radio options. They are often linked by major metropolitan cities, but in rural areas, can be combined.

Nielsen divides the country into 210 DMAs. These areas represent 21

0 television media

markets.

Foodservice

– The business of making or serving prepared foods, as in a restaurant.

Gallup

– A market research company that tests television and radio commercials, print ads and Internet

ads to measure their effectiveness. Gallup tracks ads after they run to measure how effective they are at

reaching a targeted market segment.

Green House Gasses (GHG) –

Includes water vapor, carbon dioxide, methane, nitrous oxide and ozone.

The balance of these gasses in our atmosphere control the temperature at the surface of the earth.

Independents

– Food retailers that are one-store operations. Independents are usually small businesses

serving local communities.

In-store demos

– Retail store promotions which involve handing out product samples directly to

consumers staffed by a trained local product demonstrator.

Integrated campaign

– A marketing campaign that employs a variety of promotional methods –

advertising, public relations, direct marketing, in-store promotions -- and coordinates them so they work

together to reach the greatest number of people.

IRC (instant redeemable coupon)/on-pack IRC

– A coupon placed directly on a product that either

gives a price off on that package or a related product in the store immediately at check-out.

IRI (Information Resources, Inc.)

– A company that gathers data on food products sold in supermarkets

and grocery stores nationwide, and sells it to subscribers. The data is collected on a weekly basis from

the stores’ scanners, and IRI analyzes it to provide information on pricing, speed of sales and geographic

distribution.

Mat mail

– A publicity method in which a brief feature story on a product is formatted and typeset so that

newspapers can run the story as-is. The mat mail typically includes a visual and is distributed to small

suburban daily and weekly newspapers.

Media Monitoring –

A company that monitors traditional and online media as well as social media and

captures articles for its customers. For example, through Ketchum, the CMAB contracts with Cision and

Lexis-Nexis to capture news and feature stories on California dairy. This enables the CMAB to track its

publicity efforts. (formerly Clipping Service)

Merchandising

– Drawing attention to products inside a store by arranging them in creative, eye-

catching displays.

Network TV

– A group of television stations that are linked for the simultaneous broadcast of the same

programs. With the network system, advertisers can reach a larger audience at a lower cost-per-person

than with a single station.

Nielsen

– Nielsen is a company that collects sales data on products sold in supermarkets, like cheese and

dairy products. These data allow manufacturers to track sales of their products.