Речник

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E-business
A term referring to a wide variety of Internet-based business models. Typically, an e-commerce strategy incorporates various elements of the marketing mix to drive users to a Web site for the purpose of purchasing a product or service.

Earned rate
A discounted media rate, based on volume or frequency of media placement.

Editorial
The content of a publication written by a journalist, as distinct from advertising content which is determined by an
advertiser; an article expressing the editorial policy of a publication of a matter of interest (also known as a "leader" or "leading article"); space in a publication bought by an advertiser that includes journalistic copy intended to make the reader think it originates from an independent source (also knows as an "advertorial"); s. an outcome or measured variable.

Editorial
- m. the content of a publication written by a journalist, as
distinct from advertising content which is determined by an
advertiser; an article expressing the editorial policy of a publication of a matter of interest (also known as a "leader" or "leading article"); space

Effective Frequency (Ефективна честота)
Минимално количествено въздействие над целевата аудитория със средствата на рекламата, което е необходимо за търсения ефект.

Eighty-twenty rule
A rule-of-thumb that, for the typical product category, eighty percent of the products sold will be consumed by twenty percent of the customers.

Elasticity of demand (Еластичност на търсенето)
Показател, характеризиращ с колко ще се измени търсенето при промяна на цената с 1%.

Electric spectacular
Outdoor signs or billboards composed largely of lighting or other electrical components.

Em
A unit of type measurement, based on the "M" character.

Embedding
A form of subliminal advertising; the concealing of imagery in various products and advertisements to appeal to the subconscious drives of potential customers.

Emotional Appeals in Advertising
advertising messages, usually based on imagery rather than information, which attempt to achieve the advertiser's objectives by evoking strong emotionsl feelings (fear, anger, passion, etc) rather than by a rational appeal

Encirclement Attack
a competitive strategy used by a strong challenger to attack the market leader; the market challenger launches an attack on several fronts at once in an attempt to break the leader's grip on the market

End-user
The person who actually uses a product, whether or not they are the one who purchased the product.

Endorsements
recommendations to purchase a particular brand of product made in advertisements by well-known personalities or experts.

Envelope stuffer
A direct mail advertisement included with another mailed message (such as a bill).

Environmental Scanning
A research technique for tracking new developments in any area or field by carrying out a systematic review of
what appears in professional, trade, or government publications.

Equal Appearing Interval Scale
A measurement scale with predefined values associated with each statement; see also: Thurstone scale.

Equal time
A Federal Communications Commission requirement that when a broadcaster allows a political candidate broadcast a message, opposing candidates must be offered equal broadcast time.

Equivalent Advertising Value (AVE)
Equivalent cost of buying space devoted to editorial content.

Error Bar
A graphical data analysis technique for showing the error in
the dependent variable and optionally; the independent variable in a standard x-y plot.

Ethnographic Research
An informal research methodology that relies on the tools and techniques of cultural anthropologists and
sociologists to obtain a better understanding of how individuals and groups function in their natural settings; see also: participantobservation.

Evaluation Research
A form of research that determines the relative effectiveness of a public relations campaign or program by measuring program outcomes (changes in the
levels of awareness, understanding, attitudes, opinions, and/or behaviors of a targeted audience or public)
against a predetermined set of objectives that initially established the level or degree of change desired.

Event Marketing (Събитиен маркетинг)
Система от рекламни запомнящи се мероприятия - фестивали, концерти, презентации и др.

Events
A community affairs or sponsorship output.

Exclusive agreements
Agreements between manufacturers and middlemen in which the latter are granted sole rights to distribute a product within a defined territory.

Expected Return Model
a forecasting technique used to predict future profits where firms bid for business in an uncertain situation; a method of determining the expected value of a set of alternative outcomes. Total expected return in a given period is the sum of the profit from each job bid for, after each profit has been reduced by a factor corresponding to the degree of probability of the bid being accepted

Expense Quota
the amount budgeted for a salesperson for expenses associated with making sales in a territory; used as a cost control measure by sales managers.

Experimental Methodology
A formal research methodology that imposes strict artificial limits or boundaries on the research in order
to establish some causal relationship between variables of interest; is not generalizable to a larger population.

Explanatory Research
A form of research that seeks to explain why people say, think, feel, and act the way they do; concerned primarily
with the development of public relations theory about relationships and processes; are typically deductive.

Exploratory Research
A form of research that seeks to establish basic attitudes, opinions, and behavior patterns or facts about a specific
population or sample; are typically inductive and involve extensive probing of the population or sample or data.

Exposure
Consumers who have seen (or heard) a media vehicle, whether or not they paid attention to it.

Eye tracking
A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.