GLOSSARY 601Pay per click advertising model : keyword buying online
advertisers only pay for each click-through on their
sponsored link.
Perceived behavioural control (PBC) : the perceived ease or
difficulty of performing a behaviour. It is assumed to reflect
past experience as well as anticipated impediments and
obstacles.
Percentage of sales budgeting analysis : budgets are defined
as a percentage of the projected sales of the next year.
Perception–Experience–Memory model : a model that links
the effect of marketing communications to previous and
current perception, experience and memory.
Peripheral-route processing : if the motivation, ability or
opportunity to process a message is low, consumers are more
likely to process the information peripherally. The result of
the latter is no real information processing, but an evaluation
based on simple, peripheral cues, such as background music,
humour, an attractive source or endorser, the number of
arguments used, etc.
Personal communications : message transfer directed to
certain known and individually addressed persons.
Physiological advertising test : test by means of which
the reaction of the body to advertising stimuli is
measured. Examples are: pupil dilation, galvanic skin
response, heartbeat and voice pitch analysis, and
electroencephalography.
Podcast : a sound file with an RSS feed that can be listened to
by any MP3 or audio player. This technology makes it easy for
people to create their own audio recordings and post them on
the Web.
Point-of-purchase communications : communications at the
point-of-purchase or point-of-sales (i.e. the shop). They
include several communications tools such as displays,
advertising within the shop, merchandising, article
presentations, store layout, etc.
Pop-unders : banner ads that appear in a separate window
beneath the visited website.
Pop-ups : banner ads that appear in a separate window on top
of the visited website.
Positioning : defining a unique and relevant position for a
product in the mind of the target group, the way a product
is perceived by the target group on important attributes,
or the ‘place in the mind’ a product occupies relative to its
competitors.
Post-experience model : the model assumes relations
between the current purchase on the one hand, and
previous purchase, previous advertising, previous
promotion, current advertising and current promotion,
on the other.
Post-test : a test of the effectiveness of a single ad after
placement in the media.
Power distance : the extent to which authority plays an
important role, and to what extent less powerful members
of the society accept and expect that power is distributed
unequally.
Premium : small gifts that come with a product offered in-,
on- or near-pack.Press kit/press release : a set of documentation, containing
photos, reports and a press release, which is sent to journalists
or presented at a press conference. A press release is a
document that contains the material that the company
would like to see covered in the press.
Prestige brand : high-quality, luxurious brand targeted at a
smaller segment, looking for status and high psycho-social
meaning.
Pre-test : advertising stimuli are tested before the ad appears
in the media. The general purpose is to test an ad or different
ads to assess whether or not they can achieve the purpose for
which they are designed.
Pre-test checklists : used to make sure that nothing important
is missing in the proposed advertising concept, and that the
ad is appealing, powerful and ‘on strategy’.
Price cut on the shelf : consumer promotion in which the
consumer gets an immediate discount when buying the
product.
Private label brands (also called own-label brands, store or
dealer brands) : brands developed, owned and marketed by
wholesalers or retailers.
Problem solution advertising : an advertisement that shows
how a problem can be solved or avoided.
Process goals of communication : conditions which should be
established before any communication can be effective. All
communications should capture the attention of the target
group, then appeal or be appreciated, and last but not least be
processed and remembered.
Product confusion : attributing a stimulus to a wrong product
category.
Product specialisation : a company concentrates on one
product and sells it to different market segments.
Professional ethics : only take actions that would be viewed
as proper and ethical by an objective panel of professional
colleagues.
Psychographic segmentation : segmenting markets using
lifestyle or personality criteria.
Public affairs : a management function directed towards the
societal and political relations of the company. It is aimed
at continuously studying trends and issues related to
government decision-making and opinions and attitudes of
the general public. Good contacts with the general public and
the local community are a part of the public affairs activity.
Public or general fairs : exhibitions and fairs that are open to
the general public. There are two kinds of public fairs: general
interest fairs and special interest fairs.
Public relations : a communications tool that is used to
promote the goodwill of the firm as a whole. It is the
projection of the personality of the company, the management
of reputation. Public relations is the planned and sustained
effort to establish and maintain good relationships, mutual
understanding, sympathy and goodwill with publics,
audiences or stakeholders. It is those efforts that identify
and close the gap between how the organisation is seen by
its key publics and how it would like to be seen.
Publics or stakeholders : besides customers and potential
customers, groups of people that the company is not directlyZ01_PELS3221_05_SE_GLOS.indd 601Z01_PELS3221_05_SE_GLOS.indd 601 3/6/13 4:01 PM3/6/13 4:01 PM