602 GLOSSARYtrying to sell products to (that is why these groups are
sometimes called secondary target groups), but that are
perceived as influencing opinions about the company.
Puffery : the use of hyperbole or exaggeration of attribute and
benefit claims in advertising to promote a brand.
Pull advertisements : messages shown to users as they are
navigating WAP or wireless sites and properties.
Pulsing advertising schedule : a certain level of advertising
takes place during the whole campaign period, but during
particular periods higher advertising levels are used.
Purchase facilitation : assuring buyers that there are no
barriers hindering product or brand purchase.
Purchase intention : the intention of the buyer to purchase
the brand or the product or take other buying-related actions
(going to the store, asking for more information).
Push advertising : messages that are proactively sent out to
wireless users and devices like alerts, SMS messages or even
voice calls.
QR-code : a black and white square on print advertisements
(Quick Response code). The QR-code can be scanned by
smart phones and provides quick and effortless access to the
brand’s website.
Rational advertising appeals : advertisements that contain
features, practical details and verifiable, factually relevant
cues that can serve as evaluative criteria.
Reach goal of communication : how to reach the target groups
in an effective and efficient way.
Readability analysis : advertising test that checks whether the
advertising copy is simple and easy to understand ‘at first
glance’.
Recall tests : the extent to which an individual recalls a new
ad or a new execution amid existing ads is tested, e.g. the
Portfolio test.
Receiver context of advertising : the situational circumstances
in which a person is exposed to an advertisement (e.g. at
home, in the company of friends, on the way to work, when in
a bad mood, etc.).
Recognition test : a sample of ads is presented to a consumer,
who is asked to indicate whether he or she recognises the ad
or not.
Reinforcement model : according to this model, awareness
leads to trial and trial leads to reinforcement. Product
experience is the dominant variable in the model, and
advertising is supposed to reinforce habits, frame experience
and defend consumers’ attitudes.
Relationship marketing : brings quality, customer service
and marketing into close alignment, leading to long-term
and mutually beneficial customer relationships.
Resources costing budgeting : a budgeting method in which
management decides what resources are needed (an extra
press officer, or an event co-ordinator) and calculates the
costs implied.
Retail advertising : when a retailer takes the initiative to
advertise to consumers.
RFM-model : a direct marketing response scoring model in
which, for all customers in a database, three behavioural
response parameters are measured: Recency , the time elapsedsince the last purchase; Frequency , the frequency with which a
customer places an order; Monetary value , the average
amount of money a customer spends per purchase.
Rich media ad : an Internet ad using animated content such
as audio/video, Flash, Java, etc., to create special effects,
interaction, or moving or floating ads.
Roadblocking : placing the same ad across many channels at
the same time.
Rossiter–Percy grid : a buying behaviour model that classifies
buying decisions in four categories, based on the dimensions
high–low involvement and fulfilling a transformational or
informational buying motive.
Routinised response behaviour model : a model that assumes
that a large number of product experiences can lead to
routinised response behaviour, especially for low-involvement,
frequently purchased products.
Sales force promotion : sales promotion targeted at the sales
force, offering them incentives to market the product well.
Sales promotions : sales-stimulating campaigns, such as
price cuts, coupons, loyalty programmes, competitions,
free samples, etc.
Sales response models : depict the relationship between the
size of the communications budget and sales.
Sampling : consumer promotion technique that consists of
distributing small samples of a product, sometimes in a
specially designed package free of charge or at a very low
cost.
Savings cards : consumer promotion techniques on the basis
of which customers receive a discount provided they have
bought a number of units of the brand during a specific period
of time.
Search engine advertising (SEA) : Internet advertising on
large search engines such as Google, Yahoo!, Bing, etc., that is
triggered by specific keywords and search terms and which
appears alongside and sometimes above or below the search
results.
Search engine optimisation (SEO) : a number of techniques to
improve the listing of a brand or a company in search engines.
Selective advertising : campaigns that promote a specific
brand.
Selective specialisation : a company chooses a number of
segments that look attractive. There is no synergy between
the segments, but every segment looks profitable.
Self-generated persuasion : the consumer is not persuaded
by strong brand arguments, but by his or her own thoughts,
arguments or imagined consequences. These thoughts go
beyond the information offered in the ad. The consumer
combines the information in the message with previous
experience and knowledge, and tries to imagine him- or
herself consuming the product and the consequences thereof.
Self-liquidators or self-liquidating premiums : presents that
can be obtained in exchange for a number of proofs of
purchase, and an extra amount of money.
Self-reference criterion : our unconscious tendency to refer
everything to our own cultural values.
Self-regulation : a process in which the advertising industry
regulates itself by establishing codes of practice or sets ofZ01_PELS3221_05_SE_GLOS.indd 602Z01_PELS3221_05_SE_GLOS.indd 602 3/6/13 4:01 PM3/6/13 4:01 PM