1.      Account Executive: A person in an advertising agency who serves as the principal contact with clients, coordinating the work of agency.

2.      Ad: The name used to indicate an advertising message in the print media.

3.      Adittional Markup: The practice of adding a price increase on top of the original markup.

4.      Advertising Agency: An organization that provides a variety of promotion related services to clients seeking assistance in their advertising activities.

5.      Advertising Compaign: A group of advertisements, commercials, or related promotional activities that are used in conjunction to meet the specified objectives of a client.

6.      Algorithm: A mathematical formula which is used in order to rank websites and web pages.

7.      Area Sampling: A method of sampling in which the total area of interest is divided into sub-areas that are then randomly sampled. Each sub-area in the sample is completely enumerated.

8.      Art Director: A person who manages and instructs others on the proper use of visual elements including color, layout, and dimensión.

9.      Assortment: The range of choice offered to a consumer within a particular classification of merchandise.

10.  Attributable Costs: Fixed costs or variable costs incurred by and solely for a particular product, department, program, sales territory, or customer account.

11.  Attitude: A cognitive process involving positive or negative valences, feelings, or a variety of emotions.

12.  Audience: The number of persons or households who are exposed to a particular type of advertising media.

13.  Audimeter: An electronic monitoring device used to measure the time periods during which a television set is being used and the specific channel to which it is tuned into.

14.  Average Cost Per Unit: Calculated as the sum of fixed costs and variable costs at a given level of output, divided by the number of units.

15.  Average Variable Cost: Total variable cost divided by the number of units produced and sold.

16.  Balanced Scorecard: A model of business performance evaluation that balances measures of financial performance, internal operations, innovation and learning, and customer satisfaction.

17.  Body Copy: The text of a piece of print advertising that provides more detailed information than provided by headlines and subheads.

18.  Brand: A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

19.  Budget: An itemized forecast of an individual's or company's income and expenses expected for some period in the future.

20.  Capital Goods: The instruments of production that make up an organization's plant and operating capacity.

21.  Cash Flow: The cash generated by after-tax earnings plus depreciation minus cash used within the business.

22.  Catalog: A publication containing the descriptions of a number or range of products that is used to increase mail order sales, phone sales.

23.  Category Manager: An individual who reports to a marketing manager and is responsible for the marketing and maximization of total profit from a mix of several brands falling under a generic product category.

24.  Circulation: The number of copies of a print advertising medium that are distributed.

25.  Cohort: A group or band of people or a generational group as defined in demographics, statistics, or market research.

26.  Comparative Advantage: A term that relates to both the greater absolute advantages or the smaller absolute disadvantages that a country has in economic activities as compared with other countries.

27.  Comparative Advertising: An approach to an advertising message that persuades the audience by comparing the performance of two or more brands of a product or service.

28.  Competition: The rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix.

29.  Competitive Advantages: A total offer that is more attractive to customers than that of the competition.

30.  Consumer: The ultimate user of goods, ideas, and services.

31.  Consumer Behavior: The overt actions of consumers.

32.  Contract: The agreement between two or more people that creates an obligation to do or not to do a particular thing.

33.  Convergence: A marketing strategy that relies on the merging of two or more techniques, such as online and offline strategies.

34.  Copyright: An exclusive right to the production or sale of literary, musical, or other artistic work, or to the use of a print or label.

35.  Core Product: The central benefit or purpose for which a consumer buys a product.

36.  Corporate Culture: The patterns and norms that govern the behavior of a corporation and its employees, particularly shared values, beliefs, and customs.

37.  Customer Segment: A group of customers who share similar characteristics and are differentiated from other customer groups by qualities that are unique.

38.  Damaged Goods: Products that have been compromised in some way and do not function properly.

39.  Decentralized Management: The practice of delegating decision-making authority to lower levels of management or non-managers authorized to make decisions.

40.  Deflation: A contraction in the volume of available money or credit that results in a general decline in prices.

41.  Delivery Period: The normal time between the placing of an order and the receipt of the product, service, or stock.

42.  Departmentalizing: The process of classifying merchandise into sub-groups known as departments.

43.  Discount: A reduction in price of a particular item or service.

44.  Dumping: The practice of selling a product at a lower price overseas than domestically.

45.  Durable Good: A consumer good that is used over an extended period of time.

46.  Ecommerce: An internet-based business model that incorporates various elements of the marketing mix to drive users to a Web site for the purpose of purchasing a product or service.

47.  Feature: The use of advertising, displays, or other promotional activity by a retailer to call special attention to a product for a limited time.

48.  Flexible Pricing: A practice of selling the same product at different prices to different customers.

49.  Focus Group: A method of gathering qualitative data on the preferences and beliefs of consumers through an interaction and discussion among more than two individuals which is focused on a specific topic or product.

     

50.      Import Agent: A manufacturers' representative who specializes in the introduction of products into non-domestic nations.