one-sided message – Communications in which only positive attributes or benefits of a product or service are presented.

O&O – A local station owned and operated by a network. Federal statue limits the number of television O&O to five VHf and two UHF stations.

open rate structure – A rate charged by newspapers in which discounts are available based on frequency or bulk purchases of space.

outdoor – Display advertising (billboards, posters), located out-of-doors along highways, on rooftops and walls, at bus stops, etc.

package – a group of television or radio programs and commercial spots offered at a discount by a network or station.

panels – The unit of outdoor advertising.

pass along readership – The audience that results when the primary subscriber or purchaser of a magazine gives the publication to another person to read, or when the magazine is read in places such as waiting rooms in doctors’ offices, etc.

penetration – The degree to which a medium or vehicle has achieved coverage of a particular target.

people meter – An electronic device that automatically records a household’s television viewing, including channels watched, number of minutes of viewing, and members of the household who are watching.

percentage charges – The markups charged by advertising agencies for services provided to clients.

position – The location of a print ad on a page within a print vehicle. The position of a broadcast commercial can be adjacent to or within programming, and can be at different breaks within a show.

positioning – The art and science of fitting the product or service to one or more segments of the market in such a way as to set it meaningfully apart from competition.

positioning strategies – The strategies used in positioning a brand or product.

posttests – Ad effectiveness measure that are taken after the ad has appeared in the marketplace.

preferred position rate – A rate charged by newspapers that insures the advertiser the ad will appear in the position requested and/or in a specific section of the newspaper.

premium – An offer of an item of merchandise or service either free or at low price that is used as an extra incentive for purchasers.

preprinted inserts – Advertising distributed through newspapers that is not part of the newspaper itself, but is printed by the advertiser and then taken to the newspaper itself, but is printed by the advertiser and then taken to the newspaper to be inserted.

press release – Factual and interesting information released to the press.

pretests – Advertising effectiveness measures that are taken before the implementation of the advertising campaign.

price elasticity – The responsiveness of the market to changes in price.

price-off deal – A promotional strategy in which the consumer receives a reduction in the regular price of the brand.

primacy effect – A theory that the first information presented in the message will be the most likely to be remembered.

primary circulation – The number of copies of a magazine distributed to original subscribers.

primary demand advertising – Advertising designed to stimulate demand for the general product class or entire industry.

primetime – The time period Monday-Saturday 8:00-11:00 pm and Sunday 7:00-11:00 pm during which HUT Levels and audience ratings are highest.

product differentiation – The process employed in making products appear different from others.

product manager – The person responsible for the planning, implementation, and control of the marketing program for an individual brand.

product placement – A form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure.

product protection – Guarantee to separate ads or commercials of competitive brands.

program rating – The percentage of TV households in an area that are tuned to a program during a specific time period.

promotion – The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services of to promote an idea.

promotional management – The process of coordinating the promotional mix elements.

promotional mix – The tools used to accomplish an organization’s communications objectives. The promotional mix includes advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.

promotional plan – The framework for developing, implementing, and controlling the organization’s communications program.

promotional products marketing – The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives.

prospects – Those persons who may be prospective customers based on a need for the product or service.

psychographics – Characteristics of an individual (or group of individuals), such as life style, attitudes and personality.

public relations – The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance.

public relations firm – An organization that develops and implements programs to manage a company’s publicity, image, and affairs with consumers and other relevant publics.

publicity – Communications regarding an organization, product, service, or idea that is not directly paid for or run under identified sponsorship.

puffery – Advertising or other sales presentations that praise the item to be sold using subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts.

pupillometrics – An advertising effectiveness methodology designed to measure dilation and constriction of the pupils of the eye in response to stimuli.