Речник

F

F-Test
An inferential test of significance associated with Analysis of Variance (ANOVA); see also: Analysis of Variance.

Face Validity
A form of measurement validity that is based on the researcher's knowledge of the concept being measured; the lowest form of measurement validity; see also: validity, content validity, construct validity, criterion-related
validity, discriminant validity, divergent validity.

Face-to-Face Selling
Selling situations in which salesperson and buyer meet together (rather than use telephone or mail, for instance) to conduct their business.

Facilitator
An individual who leads a focus group; also known as a
moderator.

Facings
Refers to the number of billboards used for an advertisement.

Factor Analysis
A statistical procedure for trying to discover the basic factors that may underlie and account for the correlations among a larger number of variables. For example, factor analysis might be used to determine and interpret the basic factors underlying some negative attitudes towards the purchase and use of male toiletries and cosmetics.

Factor Analysis
A statistical tool that allows researchers to test the
dimensionality of their measures; used to assess a measure's construct validity.

Factory pack
A premium attached to a product, in or on the packaging.

Fairness Doctrine
Until the mid-1980s, a Federal Communications Commission policy that required broadcasters to provide time for opposing viewpoints any time they broadcast an opinion supporting one side of a controversial issue.

Family brand
A brand name that is used for more than one product, i.e., a family of products.

FAQ - Frequently Asked Questions
Често задавани въпроси. Въпроси, зададени от потребителите, на които се дават обобщени и подробни отговори.

Favorability Scale
A scaling device for measuring a target audience's feelings or attitudes towards a company or its products. Responses are commonly recorded on a five-stage scale: 1. Very Unfavorable; 2. Somewhat Unfavorable; 3. Indifferent; 4. Somewhat Favorable; 5. Very Favorable. Also called Image Analysis.

Fear appeal (Предизвикващ безпокойство, страх)
Реклама, стремяща се да предизвика безпокойство у купувача, което той може да преодолее, купувайки рекламираната стока или услуга.

Feedback (Обратна връзка)
Реакция на аудиторията на някакви действия.

Fever Graph
A form of line graph that measures peaks and valleys of
data along a continuum that is either continuous or whose classes represent categories; see also: graph.

Field Study Methodology
A formal research methodology that imposes fewer restrictions or limits or boundaries on the research in order
to test some causal relationships found in experimental research and generalize them to a larger population.

Filter Question
A question which is used to move a respondent from one
question to another; a question that is used to remove a respondent from a survey or interview; see also: funnel question.

Fixed-sum-per-unit method
A method of determining an advertising budget, which is based directly on the number of units sold.

FLASH
"Прожектирам, блесвам, светвам...". Технология за създаване на интерактивна векторна графика.

Flashback (Обратен кадър)
Способ, при който хронологичната последователност се прекъсва от кадър за минали събития. Например спомен/сън за лоши последствия при миенето/чистенето със стар препарат/уред.

Flat rate
A media rate that allows for no discounts.

Flexiframe
Демонстрационна система.

Flier (Флаер)
Рекламна листовка. Важен елемент от рекламата при извършване на продажби. С висока ефективност.

Flight (Флайт)
Продължителност на един от рекламните периоди. Този термин се ползва от най-напредналите фирми/рекламодатели, защото е актуален само ако има определена стратегия за развитие на бранда.

Flighting
A media schedule that involves more advertising at certain times and less advertising during other time periods.

Focus group interview
A research method that brings together a small group of consumers to discuss the product or advertising, under the guidance of a trained interviewer.

Focus Group Methodology
An informal research methodology that uses a group approach to gain an indepth understanding of a client,
object, or product; is not generalizable to other focus groups or populations.

Font
A typeface style, such as Helvetica, Times Roman, etc., in a single size. A single font includes all 26 letters, along with punctuation, numbers, and other characters.

Formal Methodology
A set of research methodologies that allows the researcher to generalize to a larger audience but often fails to gain in-depth understanding of the client, object, or product; a set of methodologies that follow scientific
or social scientific method; a set of methodologies that are deductive in nature.

Formative Evaluation
A method of evaluating the process by which programs occur while activities are in their early stages with the intent of improving or correcting activities.

Formula selling
A selling approach in which the sales presentation is designed to move the customer through the stages in the decision-making process such as get the customer's attention, develop interest, build desire, and secure action (AIDA).

Four As
See AAAA, above.

Four Ps
Stands for Product, Price, Place (i.e., distribution), and Promotion. This is also known as the Marketing Mix, see below.

Four-color process
A printing process that combines differing amounts of each of four colors (red, yellow, blue & black) to provide a full-color print.

Franchised position
An ad position in a periodic publication (e.g., back cover) to which an advertiser is given a permanent or long-term right of use.

Free-standing insert (FSI)
An advertisement or group of ads inserted - but not bound - in a print publication, on pages that contain only the ads and are separate from any editorial or entertainment matter.

Frequency
(1) Number of times an average person or home is exposed to a media vehicle (or group of vehicles), within a given time period. (2) The position of a television or radio station's broadcast signal within the electromagnetic spectrum.

Frequency
A descriptive statistic that represents the number of objects being counted (e.g., number of advertisements, number of people who attend an event, number of
media release pickups).

Frequency (Честота)
Честота на среща на потребителя с рекламата. Изчислява се при създаването на медиаплан.

Frequency Table
A listing of counts and percentages in tabular form; may
report a single variable or multiple variables; see also: crossbreak analysis, crosstabulation.

Fringe time
A time period directly preceding and directly following prime time, on television.

Fulfillment house
A coupon clearing house. A company that receives coupons and manages their accounting, verification and redemption.

Full demand
Пълно/оптимално търсене.

Full position
An ad that is surrounded by reading matter in a newspaper, making it more likely consumers will read the ad. This is a highly desirable location for an ad.

Full-service agency
An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing.

Full-service agency
An agency that handles all aspects of the advertising process, including planning, design, production, and placement. Today, full-service generally suggests that the agency also handles other aspects of marketing communication, such as public relations, sales promotion, and direct marketing.

Funnel Question
A question used in a questionnaire or schedule that
moves an interviewer or respondent from one part of a survey to another (e.g., "Are you a registered voter?"
If the respondent says yes, certain questions are asked and if not, then other questions are asked); see also:
filter question.