Advans

Zipping

admin — Tue, 12 May 2009 13:40:28 +0000

The act of fast forwarding through commercials while watching a previously taped show on a VCR. Advertisers are concerned about the effect of zipping on advertising effectiveness, but any effect is not yet known. In fact, viewers may pay more attention to advertising while zipping to be able to stop fast forwarding in time when the show resumes.

Zero-Based Communications Planning

admin — Tue, 12 May 2009 13:40:02 +0000

An approach to planning the integrated marketing communications program that involves determining what tasks need to be done and that marketing communication functions should be used to accomplish them and to what extent.

Zapping

admin — Tue, 12 May 2009 13:39:40 +0000

The act of using a remote control to change television channels when an advertisement begins. Advertisers are concerned that this will be harmful, but it is still unclear what effect zapping will have on advertising effectiveness.

Yellow Pages advertising

admin — Tue, 12 May 2009 13:39:17 +0000

Advertisements that appear in the various Yellow Pages-type phone directories.

Win-Win Negotiation

admin — Tue, 12 May 2009 13:38:49 +0000

A negotiating philosophy in which the negotiators attempts to uncover bases of agreement that benefit both parties.

Wild Spot

admin — Tue, 12 May 2009 13:38:25 +0000

A radio spot, appearing in various slots and locales, neither regional nor national, or on a non-network station.

Wholesale Price Index (WPI)

admin — Tue, 12 May 2009 13:38:01 +0000

A relative measure maintained by the U.S. government of average price change in commodities sold in wholesale markets in the United States.

Weight

admin — Tue, 12 May 2009 13:37:37 +0000

An expression of the ‘amount’ of advertising planned or already exhibited. Usually referred to for comparison purposes and often using unit measures, e.g. TVRs.

Wearout

admin — Tue, 12 May 2009 13:37:14 +0000

A level of frequency, or a point in time, when an advertising message loses its ability to effectively communicate.

Waste Coverage

admin — Tue, 12 May 2009 13:36:47 +0000

A situation where the coverage of the media exceeds the target audience.