Речник

G

Galley proof
A typeset copy of an ad or editorial material, before it is made into pages for final production.

Galvanometer
A scientific instrument used in marketing research to measure the reaction of a subject in a study to an advertisement; the instrument measures the perspiration that accompanies the subject's interest or arousal

Galvanometer test
A research method that measures physiological changes in consumers when asked a question or shown some stimulus material (such as an ad).

Gap Analysis
the determination of the methods and techniques used to fill the "gap" between corporate sales and financial objectives and the current long-range forecasts of the sales team

Gatefold
Double or triple-size pages, generally in magazines, that fold out into a large advertisement.

Generic advertising
An approach to preparing advertising messages that concentrates on the customer benefits that apply to all brands in a product category, as opposed to benefits that are unique to specific brands.

Generic appeal (Обща реклама)
Реклама без посочване на производителя. Например възможна е ситуация, когато производителите на натурални сокове преценяват, че са изтласквани от пазара от производителите на газирани напитки, и съвместно провеждат обща реклама за натурални сокове.

Generic brand
Products not associated with a private or national brand name.

Geographic Market Concentration
a distinctive characteristic of the industrial market; the industrial market tends to be more geographically concentrated than the consumer market

Gimmick (Трик, уловка)
Нещо необичайно, привличащо вниманието към стоката или услугата.

Global Brands
Brands sold to world markets with essentially the same promotion.

Global marketing
1. (global marketing definition) A marketing strategy that consciously addresses global customers, markets, and competition in formulating a business strategy. 2. (consumer behavior definition) An approach to international strategy that argues for marketing a product in essentially the same way everywhere in the world.

Goal (Objective)
The explicit statement of intentions that supports a communication strategy and includes an intended
audience/receiver, a proposed measurable outcome (or desired level of change in that audience), and a specific timeframe for that change to occur.

Goodwill
the difference between the value of a business as a going concern and the sum of the value of its assets if taken separately.

Grade Label
a tag, sticker, label, letter, mark or symbol which identifies the quality or grade of a product offered for sale

Grand Mean
A descriptive statistics which represents the mean of all
sample means in a study, weighted by the number of items in each sample. The grand mean treats the
individuals in the different subsets (groups) as if there were no subgroups, but only individual measures in the set. The grand mean is thus simply the mean of all of the
scores; see also: mean.

Graph
A graphical representation of a variable; see also: bar, pie, line, fever.

Gravure
A printing process that uses an etched printing cylinder.

Green advertising
Advertising that promotes a product or service's ability to help or, more likely, not hurt the environment.

Green Marketing
the marketing of "environmentally friendly" products; marketing which takes into account environmental issues such as wastefulness of the earth's resources, pollution, the release of toxins into the atmosphere

Grey Market
the importing of particular goods by firms which have not been appointed by the manufacturer as official distributors of the product; a term also used to describe the "over 60s" market for various goods and services of interest to this age group.

Grid card
A broadcast media rate card that lists rates on a grid, according to the time periods that might be selected for the ad.

Gross audience
The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience.

Gross impressions
Total number of unduplicated people or households represented by a given media schedule.

Gross Rating Points (GRP)
Measures of weight or readership or audience equivalent to audience exposure among one percent of the
population; see also: Targeted Gross Rating Points (TGRP).

Gross rating points (GRPs)
Reach times average frequency. This is a measure of the advertising weight delivered by a vehicle or vehicles within a given time period.

Group buying
The consolidating of buying requirements of several to many individual stores.

Growth-share matrix (Матрица "ръст-процент/част")
Математическа матрица, разработена от Бостънската консултативна компания. Използва се за класификация на стратегически бизнес единици и анализ на пазарната част.

GRP - gross rating points (Съвкупен рейтинг)
Сбор от рейтингите на използваните методи за реклама, умножен по честотата/Frequency.

Guaranteed circulation
A media rate that comes with a guarantee that the publication will achieve a certain circulation.

Guaranteed Price
an assurance given by a manufacturer to a marketing intermediary that if the wholesale price of a product is lowered while the intermediary is still holding stocks, the difference will be refunded; the purpose of the guaranteed price is to encourage the intermediary to order a large quantity of the product with confidence

Guerilla marketing
Unconventional marketing intended to get maximum results from minimal resources.

Gutter
The inside margins of two pages that face each other in a print publication.

Guttman Scale (Cumulative
A measurement scale that assumes unidimensionality and that people, when faced with a choice will also choose items less intense than the one chosen.