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CMAB Glossary of Terms
ACV (All commodity volume) -- Total grocery dollars attributed to individual retail
groups in a defined geographic trade area.
Advertising awareness
-- One diagnostic tool that companies use to gauge the success of
a campaign, advertising awareness studies measure whether or not consumers have
knowledge of the ad or recall seeing it.
Advertorial
-- An advertisement in a print publication designed to look like a news or
feature article.
Brand
-- A name or symbol that identifies a company's product as distinct from those of
its competitors. A well-developed brand communicates a promise to the consumer about
a product's unique benefits.
Broker
-- An agent who is authorized to buy or sell products for another organization.
Brokers facilitate the movement of dairy products from processors to retail stores.
California Dairy Quality Assurance Program (CDQA)
-- An educational program
collaboratively offered by the California dairy industry, state and federal regulatory
agencies, and the University of California. Its goal is to encourage, through education
and voluntary certification, science-based dairying practices which promote the health of
the consumer, the environment and dairy livestock.
California Dairy Research Foundation (CORF)
-- The mission of the CDRF is to
increase the utilization ofmilk through investments in research. The scope of this
research includes dairy foods, dairy herd health and food safety, nutrition and dairy
quality assurance.
California Department of Food
&
Agriculture (CDFA)
-- The CDFA promotes and
fosters confidence in California agriculture by implementing and communicating public
policy and programs. The CDFA interfaces with the dairy industry in a variety of areas
including exports, promotion and research marketing orders, producer milk pricing,
pooling and distribution of milk revenue, quality and sanitation, and animal health.
Cable
TV -- Television service purchased by consumers that is carried to homes by
direct wires (cables).
Centralized Buying -- Under a centralized buying system, the responsibility for product
selection and purchase is consolidated in a central market office, rather than with the
individual stores.