Above the line sales promotion

ATL is a type of advertising through media such as television, cinema, radio, print, web

banners and web search engines to promote brands. This type of communication is conventional
in nature and is considered impersonal to customers.
Below the line sales promotion

BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in

kind, and having short duration. It is efficient and cost-effective for targeting a limited and
specific group. It uses less conventional methods than the usual ATL channels of advertising,
typically focusing on direct means of communication, most commonly direct mail and e-mail,
often using highly targeted lists of names to maximize response rates. 

Target audience, is a specific group of people within the target market at which the marketing
message is aimed at (Kothler 2001). For example, if a Company sells new diet programs for men
with heart desease problems (target market) the communication will be aimed at the spouse
(target audience) which take care of the nutrition plan of her husband.

A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers,
females, single people, etc.) A certain combination, like men from twenty to thirty is often a
target audience. Other groups, although not the main focus, may also be interested. Discovering
the appropriate target market(s)and determineing the target audiance is one of the most important
activities in marketing management (Niewenhuizen et al 2000). The biggest mistake
entrepreneurs are making is trying to reach everybody ending appealing to no-one.

Reach : reach refers to the total number of different people or households exposed, at least once,
to a medium during a given period of time. Reach should not be confused with the number of
people who will actually be exposed to and consume the advertising, though. It is just the
number of people who are exposed to the medium and therefore have an opportunity to see or
hear the ad or commercial. Reach may be stated either as an absolute number, or as a fraction of
a given population (for instance 'TV households', 'men' or 'those aged 25-35').

Agate line: Newspaper advertising space one column wide by one-fourteenth of an inch deep;
often referred to simply as "line"; somewhat obsolete because most newspapers now use
"column inch"measurements of advertising space, especially for national adver-tising. 

Agency commission: Usually 15 percent, allowed to advertising agencies by media on the

agencies' purchase of media space or time. 
Agency of record: Advertising agency that coordinates an advertiser's promotion of several
products handled by more than a single agency (see Blanket contract). 

Agency recognition: Acknowledgment by media owners that certain advertising agencies are
good credit risks and/or fulfill certain requirements, thus qualifying for a commission. 

Audience: Persons who receive an advertisement; individuals who read a newspaper or

magazine, listen to a radio broadcast, view a television broadcast, and so on. 

Audience accumulation: The total number of different persons or households exposed to a

single media vehicle over a period of time (see Cumulative audience. 

Bleed: Printing to the edge of the page, with no margin or border:Block: consecutive broadcast
time periods. 

Brand equity : Brand equity refers to the marketing effects and outcomes that accrue to

a product with its brand name compared with those that would accrue if the same
product did not have the brand name

An intangible value-added aspect of a particular good that is otherwise not considered

unique.

Broadcast Advertisers Report (BAR): A commercial broadcast monitoring service that is

available on a network and market-by-market basis. 

Car card: Transit advertisement in or on a bus, subway, or commuter train car. 

Card rate: The cost of time or space on a rate card. 

Carryover effect: The residual level of awareness or recall after a flight or campaign period,
used to plan the timing of schedules. 

Cash discount: A discount, usually 2 percent, by media to advertisers who pay promptly. 

Category Development Index (CDI): A comparative market-by-market measure of a market's

total sales of all brands of a single product category, used to evaluate the sales potential of a
market for a product category or a brand (see Brand Development Index. 
Circulation: In print, the number of copies distributed; in broad- cast, the number of households
within a signal area that have re- ceiving sets; in outdoor, the number of people who have a
reason- able opportunity to see a billboard. 

Cooperative advertising: Retail advertising that is paid partly or fully by a manufacturer; two or
more manufacturers cooperating in a single advertisement (slang "co-op"). 

Cooperative announcement: Commercial time in network programs that is made available to

stations for sale to local or national adver- tisers. 

Cost per rating point (CPR) The figure indicates the dollar cost of advertising exposure to one
percentage point of the target group, audience, or population (see Rating point). 

Cost per thousand (CPM): A dollar comparison that shows the relative cost of various media or
vehicles; the figure indicates the dollar cost of advertising exposure to a thousand households or
individuals. 

Cost per thousand per commercial minute (CPM/PCM): The cost per thousand of a minute
of broadcast advertising time. 

Coverage: The number or percentage of individuals or households that are exposed to a medium
or to an advertising campaign. 

Cover position: An advertisement on the cover of a publication, often at a premium cost; first
cover=outside front cover; second cover=inside front cover; third cover=inside back cover;
fourth cover=outside back cover. 

Cowcatcher: A brief commercial announcement at the beginning of a broadcast program. 

Cumulative audience: Cumulative broadcast rating; the net undupli- cated audience of a station
or network during two or more time periods; also used to describe how many different
households or people are reached by an advertising schedule (also called "accum- ulative
audience," "net audience," and "unduplicated audience"); technically, a cumulative audience is
those persons who were ex- posed to any insertion of an advertisement in multiple editions of a
single vehicle, whereas an unduplicated audience is those persons who were exposed to any
insertion of an advertisement in a combinat- ion of vehicles or media, counting each person only
once (slang) "cume". 
Cumulative reach: The number of different households that are ex- posed to a medium or
campaign during a specific time. 

Direct advertising: Advertising that is under complete control of the advertiser, rather than
through some established medium; for example, direct mail or free sampling. 

Direct mail advertising: Advertising sent by mail; also used to describe advertising in other
media that solicits orders directly through the mail. 

Direct marketing: Sales made directly to the customer, rather than through intermediaries or
intervening channels: includes direct mail, direct advertising, telemarketing, and so forth. 

Directory advertising: Advertising that appears in a buying guide or directory; advertisements

in a store directory: for example, Yellow Pages advertising. 

Display advertising: Print advertising that is intended to attract attention and communicate
easily through the use of space, illus- trations, layout, headline, and so on, as opposed to
classified advertising. 

Gross rating points (GRPs): The total number of broadcast rating points delivered by an
advertiser's television schedule, usually in a one-week period; an indicator of the combined
audience per- centage reach and exposure frequency achieved by an advertising schedule; in
outdoor, a standard audience level upon which some markets' advertising rates are based.

Gutter: The inside page margins where a publication is bound.

Hitchhiker: A broadcast advertising announcement at the end of a program that promotes

another product from the same advertiser.

House agency: An advertising agency that is owned or controlled by an advertiser.

Merchandising: The promotion of an advertiser's products, services, and the like to the
sales force, wholesalers, and dealers, promotion other than advertising to consumers through the
use of in-store dis- plays, guarantees, services, point-of-purchase materials, and so forth; display
and promotion of retail goods; display of a mass media advertisement close to the point of sale.

People meter: Slang for a broadcast ratings measurement device that records individual
audience members who are present during a program. 
Reach: The total audience that a medium actually reaches; the size of the audience with which a
vehicle communicates; the total number of people in an advertising media audience; the total
percentage of thetarget group that is actually covered by an advertising campaign. 

Reader interest: An expression of interest through inquiries, cou- pons, and so forth; the level of
interest in various products. 

Readership: The percent or number of persons who read a publication or advertisement. 

Reading notice: A print advertisement that is intended to resemble editorial matter. 

Rebate: A payment that is returned by the media vehicle to an adver- tiser who has overpaid,
usually because of earning a lower rate than that originally contracted. 

Reminder advertising: An advertisement, usually brief, that is in- tended to keep the name of a
product or service before the public; often, a supplement to other advertising. 

Sponsor: An advertiser who buys the exclusive right to the time available for commercial
announcements in a given broadcast program or segment. 

Spot: The purchase of broadcast slots by geographic or station break- downs; the purchase
of slots at certain times, usually during station breaks; the term "spot" can refer to the time used
for the commercial announcement or it can refer to the announcement itself. 

Sweep: The period of the year when a ratings service measures the broadcast audience in the
majority of the markets throughout the country; for example, surveys that are scheduled for
November 2-24 would be referred to as the "November sweep". 

Tabloid: A newspaper of the approximate size of a standard newspaper folded in half (slang
"tab"). 

Targeting, Ad Targeting, Targeted, Targeted Ads: Targeting refers to the means by which

advertisers attempt to reach a desired audience through choice of category (in an ad network),
choice of web site, choice of demographic, geographic location, or whatever other criteriathe
advertiser finds interesting. Targeted ads command higher CPM rates than non-targeted ads, with
the most finely targeted, site-specific, usually earning the highest rate. 

Target group: Those persons to whom a campaign is directed; those individuals with similar
characteristics who are prospects for a product or service; also called "consumer profile". 

Target market: The geographic area or areas to which a campaign is directed; the areas where a
product is being sold or introduced; also called "market profile". 
Unduplicated audience: The total number of different people who were exposed to an
advertisement or campaign through multiple in- sertions in more than one media vehicle (see
Cumulative audience). 

Piggyback
back-to-back scheduling of two or more brand commercials of one advertiser in network
or spot positions.

BDI (Brand Development Index)

a measure of the strength of a brand's sales in a particular geographic area indexed to the
national sales average.

CDI (Category Development Index)

a measurement of a brand's sales potential using sales of all brands within a category in a
specific market indexed to national sales average.

Clutter
the term given to the proliferation of advertising messages aimed at consumers. In TV, it
refers to all nonprogram minutes, such as commercials, station promotions, billboards,
public service announcements, etc.

Cost Per Rating Point (Cost Per Point, CPP, Cost Per GRP)
the cost to reach one percent of the universe, households or individuals, in a given market
or geographic area.

Cost Per Thousand (CPM)

the cost to reach 1,000 units of audience, households or individuals, for advertising. Used
as a measure of efficiency among media and media schedules.

Coverage Area
the specific geography where a media vehicle has its coverage. In broadcast, coverage
usually describes the area to which the station's signal extends. In print, coverage usually
means the circulation area.

Cume (Cumulative Audience)

another way of expressing reach. The total number of different people or households
exposed to advertising at least once during the media schedule.
Direct Response Advertising
any advertising message that calls for a prompt response to purchase a product or request
more information.

Duplication
the number or percent of the target audience in one media vehicle also exposed to another
vehicle.

Efficiency
the ratio of cost to size of audience used to compare media vehicles, plans or schedules.

Exclusivity
an agreement whereby a media vehicle agrees to run no advertising directly competitive
to the advertiser purchasing the media vehicle or program.

First Refusal
the opportunity for an advertiser to extend sponsorship rights of a program or vehicle
before it is offered to another advertiser.

Fixed Position
an advertising position which remains fixed over time, such as the inside cover of a
magazine.

Flighting
a technique for extending advertising dollars using periods of media activity interspersed
with periods of inactivity.

Gross Rating Points (GRP's)

the sum of individual ratings in a media plan.

Audit Bureau of Circulations (ABC)

organization of publishers, advertising agencies and advertisers for verifying the
circulation statements of member publications.

Advertising Checking Bureau (ACB)

a company which provides advertisers and agencies with newspaper tear sheets of ads
which have run.
Agate Line
a unit of measurement for newspaper advertising which measures one column wide with
14 agate lines per inch.

Bleed
a term used for print advertising that extends all the way to the edge of the page with no
margin. Many magazines charge a premium for the bleed, usually 15%.

Business Publication Audit of Circulation (BPA)

an organization for auditing the circulation of business (trade) publications.

Checkerboard
magazine advertising that uses diagonal quarter or half page ads alternating with
editorial.

Checking Copy
a copy of a publication sent to the advertiser and the agency as proof the ad ran as
ordered.

Circulation
the total number of distributed copies of a publication at a specified time. Also, in
broadcast, the total number of households within the station's coverage area. In outdoor,
the number of people passing the billboards who have an opportunity to see the
advertising.

Closing Date
the date by which all advertising must be ordered from the specific media vehicle in order
to secure the dates/times/positions requested.

Column Inch
a unit of newspaper space one column wide and one inch deep (14 agate lines).

Direct Mail Advertising

any printed material sent through the mail directly to prospective customers.

media : Print, television, radio, internet, billboards etc are all forms of media that help in
communicating with audiences on a large scale - their reach, quality and affect differ from each
other.
media planner : selects an optimum mix of media vehicles that will provide maximum visibility
to the ads resulting in maximizing sales of the client's products. The media planner must have a
thorough understanding of the client's products, target customers and their buying patterns along
with a knowledge of each media vehicle.

point of purchase advertising - POP refers to the promotion tools that are displayed in shops,
stores and malls. These display signs and danglers catch the attention of customers right when
they are making purchases in a shop.

presentation : an advertising agency organizes a presentation be

time slot : media planners have to select specific time slots during which their ad will be aired.