International Dictionary of Marketing THIS PAGE INTENTIONALLY LEFT BLANK page ii The International Dictionary of Marketing Over 1,000 Professional Terms and Techniques Daniel Yadin First published in 2002 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: Kogan Page Limited Kogan Page US 120 Pentonville Road 22 Broad Street London N1 9JN Milford CT 06460 UK USA ©Daniel Yadin, 2002 The right of Daniel Yadin to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. British Library Cataloguing in Publication Data A CIP record for this book is available from the British Library. ISBN 0 7494 3532 1 Typeset by JS Typesetting, Wellingborough, Northants Printed and bound in Great Britain by Creative Print and Design (Wales), Ebbw Vale Contents Introduction: a practical guide for marketers 1 The marketing dictionary 5 Appendix1 US English, Queen’s English 421 Appendix2 Marketing-related business and other terms 427 Appendix3 Marketing-related technology terms 433 Appendix4 Print and production terms – still in use but going 437 out of style v THIS PAGE INTENTIONALLY LEFT BLANK page vi INTRODUCTION Introduction: a practical guide for marketers The only duty a writer has is to defend the language. If language is corrupted, thought is corrupted. W H Auden You will find this Dictionary very practical, with text designed as a guide on a day- to-day level. It can help you in two ways. First, it uses language that people actually speak, and helps to make clearer much of the jargon used in marketing. Two examples: you read in a marketing magazine about FMCG; but the author, assuming that everybody knows what this means, fails to explain it. The Dictionary comes to your aid. In a marketing textbook, you come across a term that the author uses and discusses, but which you still cannot fully appreciate. The Dictionary may help to resolve this. Second, on an even more pragmatic level, it explains marketing practices and procedures. You may, for example, be interested in how the monitoring of Web site hits is carried out. The Dictionary comes to the rescue by explaining ABC// electronic monitoring. Or, you may be undecided whether to use litho or flexo- graphy for a catalogue or brochure. The Dictionary helps you to make up your mind, and to understand what your printer is saying. Value for time and effort In an ordinary dictionary, you usually find little but definitions. Here, you find a more encyclopedic approach, and good value for your time and effort. The Dictionary includes clear explanations, observation and comment, plus guidelines and advice based on practical experience. For example: Video News Release Broadcast communications, Editorial, Public relations A corporate or product news item, prepared and edited before submission to television stations; popularly referred to as VNR. Current wisdom on VNRs is that, on a busy news day a VNR can get an item on air mainly because it is already in the can; that is, complete and ready for transmission. However, mere submission of a VNR will not guarantee airtime... 1 INTRODUCTION References and associations In addition to marketing concepts, tools and techniques, the Dictionary abounds with appropriate references, associations and cross-references. These are designed to help you extend and amplify your knowledge and understanding of marketing practice. Associations include: Advertising; Artwork; Brand management; Business; Campaigns; Communications; Composition; Consumer behaviour; Controls and legislation; Copywriting; Corporate; Creative; Desktop publishing; Distribution; E-commerce; Economics; Editorial; E-marketing; Graphics; Inform- ation technology; Internet; Media; Merchandising; Organizations; Packaging; Paper; Photography; Planning; Print; Public relations; Publishing; Radio; Retailing; Sales; Television; Typography; Video; Web sites; Word-processing. Associations and connotations Each entry heading is shown in bold, followed by associations and connotations in italics. Associations are the contexts in which the term or concept is used or associated. This does not signify that each association is exclusive to that entry. For example: Deadline Advertising, Public relations, Publishing The date or time planned and set for the completion of a job, or for the submission of copy to a newspaper, magazine or printer. (This indicates that a deadline procedure is in common use in advertising, PR and publishing. However, it is not exclusive to these activities. It is also used in project management, building, and a wide range of business and professional work.) Spike Editorial, Newsroom practice, Press media, Public relations, Publishing Used as a verb, this means to kill a story with no possibility of reinstatement. The term comes from pre-computer times, when editors used a piece of desk-furniture, a spike, to collect non-viable stories for disposal... (The term is used in press media newsrooms, by editors and journalists, though not normally in public relations practice. However, PR executives need to be aware of what could happen to their news stories if they are inappropriate to the media to which they are sent.) Technical guidelines Many entries are accompanied by guidelines on how techniques are used. Often there will be more than one definition for the same term. For example: 2 INTRODUCTION Filler Desktop publishing, Editorial, Print, Publishing A piece of copy or an illustration inserted on a page to fill up a column; an editorial technique used before the days of DTP and computerized typesetting. Today, an editor can often juggle page elements on the screen so that fillers are unnecessary. However, a filler often makes a page easier on the eye than it would be with a strictly clinical layout. To enjoy some really delightful fillers, read the New Yorker. Filler Paper, Paper-making A material, usually a white mineral substance such as china clay, titanium dioxide or calcium carbonate. When added to the material from which the paper is made, it increases its opacity, improves its flatness, and imparts a smoother surface to the finished product. Body copy in bold In many entries, the text is interspersed with words in bold. This is meant to highlight them and call them to your attention. They do not indicate cross- references. Essential repetition Some definitions appear in more than one place, sometimes repeating the same copy. This is deliberate, because it allows explanations to be presented complete and self-contained. Spelling and language Although this Dictionary is meant for international consumption, it has been written and produced in the UK. It follows that the spellings used are those found in Queen’s English. Some spellings may differ from spelling conventions used in US English. This is because Americans, perhaps wisely, have deliberately simpli- fied their language; whereas the British have not, despite encroachments from Hollywood. You will, of course, find the usual differences: colour for color, analyse for analyze, and so on. All language used here is Queen’s English, which is used by much of the English-speaking world, including Commonwealth countries. Appendix 1 lists over 200 differences between Queen’s English and US English. Errors and omissions Any lapsus calami or error of fact and procedure is mine. It would be unfair, and ignoble, to blame anyone else. On the other hand, if you find errors or omissions, 3