A/B copy Split
Separate versions of an offer alternated into every other copy of the medium used, normally used to test different offers.
Above-the-Line
The cost of paid advertising in mass media versus "below-the-line" expenses for promotions, public relations events, etc. Also referred to as "nonvariable" expenses.
Accelerated Purchase
A promotion goal achieved when consumers or channel retailers purchase a product before they normally would have bought it.
Acceptable Price Range
The range of prices that consumers are willing to pay for goods or services.
Account Executive
(Advertising definition) The person in an advertising, promotion or public relations agency who is the principal contact with an agency client and coordinates the work of agency staff members assigned to that client. (Sales definition) A salesperson who is responsible for the overall relationship between the firm and a few major accounts and coordinates the financial, production, creative and technical capabilities of the firm to meet the needs of the client.
Above The Line
Refers to media which pay commission to advertising agencies, namely:
- press
- radio
- television
- outdoor
- cinema
Advertising
Any means of paid communication which is directed via mass media to achieve agreed marketing objectives.
Advertising target
Is the group of people at which advertisements are aimed.
Anti-Aliasing
Computer Graphic technique used to smooth the jagged appearance of lines and edges of graphics displayed on computer monitors. Anti-aliased fonts and graphics are used extensively in multimedia programs.
