GLOSSARY 603guiding principles, the aim of which is ensuring legal, decent,
honest and truthful advertising, prepared with a sense of
social responsibility to the consumer and society and with
proper respect for the rules of fair competition.
Share of voice : the ratio of own communications investments
divided by the communications investments of all market
players.
Shoskele : a floating Internet ad that moves over the browser
in an animated way.
Signalling theory : consumers take advertising repetition as a
signal of the quality of a brand.
Skyscrapers : a thin and small banner ad, typically along the
right side of a web page.
Slice-of-life advertising : an advertisement that features the
product being used in a real-life setting, which usually
involves solving a problem.
Slotting allowance : a one-time, upfront fee that is charged by
retailers before they allow a new product on their shelves to
cover the start-up costs of entering a new product into their
system.
Social media : a collection of emerging technologies enabling
social networking by offering Internet users the ability to
collaborate, add, edit, share and tag content of different
kinds (text, sound, video, images).
Social networking sites : applications that enable users
to connect on the Internet by creating personal profiles,
inviting friends to have access to those profiles, sending
e-mails and instant messages between each other. These
personal profiles can include photos, video, audio files, blogs,
links to websites, and in fact any type of information (e.g.
Facebook, Pinterest).
Social TV : given the popularity of social networks, people are
frequently talking about TV shows at the same time as they
are watching them.
Socially responsible marketing : selling products that embody
certain social ethical values, such as products free of child
labour, produced in companies where trade unions are
allowed, in decent social circumstances, and at fair wages.
Split-scan test : an advertising test procedure in which the
television viewing behaviour of a panel of consumers is
measured by means of a telemetric device. All members of
the panel also receive a store card. By means of a store card,
the actual purchases of the panel members can be measured,
and in that way the effectiveness of the different commercials
can be assessed.
Sponsorship : an investment in cash or kind in an activity,
in return for access to the exploitable commercial potential
associated with this activity.
Stakeholders : see Publics.
Standardised campaign or globalised communication
campaign : a campaign that is run in different countries, using
the same concept, setting, theme, appeal and message, with
the possible exception of translations.
Starch test : an advertising recognition post-test for print
advertising in which participants are asked to indicate
whether they have noticed an ad, associated it with a brand
and read most of the text.Stealth marketing : the use of marketing practices that fail to
disclose or reveal the true relationship with the company that
produces or sponsors the marketing message.
Stereotyping : an automatic perceptual bias enabling people
to construct simplified images of reality.
Store atmospherics : the effort to design buying environments
to produce specific emotional effects in the buyers that
enhance their purchase probability.
Strategic advertising research : research that is aimed at
collecting information about the market environment, the
market, the product and consumer behaviour, as preparation
for developing an advertising campaign.
Subjective norm : the belief one holds regarding what different
reference groups consider as socially desirable behaviour,
weighted by the consumer’s need or willingness to behave
according to the norms of the particular reference group.
The latter is referred to as social sensitivity.
Superiority of the pleasant hypothesis : negative ad-evoked
feelings, such as irritation, have a negative influence on
ad- and brand-related responses.
Superstitials : banner ads in the form of additional pop-up
browser windows that are opened when a new web page is
opened.
Synergy in marketing communications : marketing mix
instruments have to be designed in such a way that the
effects of the tools are mutually reinforcing.
SWOT analysis : an internal analysis of the strengths and
weaknesses of the company or brand and an external analysis
of opportunities and threats in the marketplace.
Talking head advertising : an advertisement in which the
characters tell a story in their own words.
Tangible product : the core product is translated into product
features, a certain level of quality, the available options,
design and packaging.
Targeting : the selection of target groups to focus upon, on the
basis of an analysis of market segment attractiveness and for
which the company has relevant strengths.
Telemarketing : any measurable activity using the telephone
to help find, get, keep and develop customers.
Teleological approach (relativism) : ethical principle that
focuses on consequences. Good or bad depends on what
happens as a result of the action.
Teleprospecting : searching for prospects by phone.
Telesales : actively calling consumers or companies with the
purpose of selling products or services.
Testimonial advertising : an advertisement that features
ordinary people saying how good a product is.
Theatre test : an indirect advertising opinion test in a theatre
setting in which participants are asked to make a brand
choice before and after exposure to a tested advertisement.
Theme advertising : attempts to build a reservoir of goodwill
for a brand or a product.
Theory of Planned Behaviour (TPB) : a model of buying
behaviour that, besides attitudes and the subjective
norm, also considers perceived behavioural control as a
determinant of behaviour. This model is relevant to predictZ01_PELS3221_05_SE_GLOS.indd 603Z01_PELS3221_05_SE_GLOS.indd 603 3/6/13 4:01 PM3/6/13 4:01 PM