Речник

I

ID
Station identification during a commercial break in a television or radio program.

Idea Marketing
Activities associated with the marketing of a cause or idea.

Ideal Brand Model
a model used to study consumer evaluation of alternative products; the consumer compares actual brands comparing them to a hypothetical ideal brand. Among other models used for the purpose are the expectancy-value model, conjunctive model, disjunctive model, lexicographic model, and determinance model.

Image advertising
Promoting the image, or general perception, of a product or service, rather than promoting its functional attributes. Commonly used for differentiating brands of parity products (e.g., "This is a woman's cigarette").

Image Oriented Maintenance Strategy
an advertising plan or tactic intended to maintain a brand's position over time (rather than to change its position) and which relies on imagery and symbolism (rather than the provision of information) to achieve its objective.

Image Oriented Maintenance Strategy
an advertising plan or tactic intended to maintain a brand's position over time (rather than to change its position) and which relies on imagery and symbolism (rather than the provision of information) to achieve its objective.

Image Persistence
the idea that images may persist long after an organisation has changed; for example, one government instrumentality's services might be highly regarded in the public mind even though its programs have deteriorated, while another's might still be poorly regarded long after they have been improved

Image Research
A research program or campaign that systematically studies people's perceptions toward an organization,
individual, product, or service; sometimes referred to as a
"reputation study".

Image Utility
the value given to a product by virtue of the fact that it brings satisfaction to the user in creating prestige and esteem

Imagery
the symbols, images or graphic representations used in advertising to suggest a particular mood or feeling

Impact
the force that an advertisement or message will have on a target consumer; television advertising, for example, because it combines sight and sound, will typically have greater impact than print media

Implementation
The stage in the marketing management process when plans are put into action.

Implied Warranty
the notion, upheld by courts in recent years in response to mounting consumer complaints, that a product is covered by warranty even if not expressly stated, and that manufacturers are liable for injury caused by a product even if there has been no negligence in manufacturing; hence, caveat vendor or "let the seller beware".

Impressions
The number of people who might have had the opportunity to be exposed to a story that has appeared in the media; also known as "opportunity to see" (OTS); s.
usually refers to the total audited circulation of a publication or the audience reach of a broadcast vehicle.

Imprinted product
A promotional product, this is a product with a company logo or advertising message printed on it.

In-Depth Interview Methodology
An informal research methodology in which an individual interviews another in a one-on-one situation; see also: in-depth interview.

In-Magazine Recognition Tests
to test the effectiveness of advertising, individuals selected from the target market are asked to look through a magazine and then to recall advertisements they have seen

In-pack premium
A premium included in the packaging of another product (e.g., buy a can of shaving cream and get a free razor in the same package). The term Package enclosure is also used.

In-store marketing
The marketing dollars spent inside the store in the form of store design, merchandising, visual displays, or in-store promotions.

In-Store Media
in-house media, usually radio or TV networks, inside department or variety stores to encourage foot traffic and generate more sales; music and news, as well as commercials and promotion, are carried by the media

Incentive
an inducement to buy; incentives include special price deals, premiums, contests

Incentive catalog company
A company that creates an incentive program for sales people, and provides them with a catalog from which they can select their prize or premium.

Incentive Marketing
rewards, premiums, etc to motivate the sales team, to get bigger or more frequent orders from dealers, or to induce customers to buy

Incentives
(i)in learning theory, an object, person or situation that an individual believes will satisfy a motive; (ii) in selling, any bonus, reward, contest, recognition program, etc. intended to motivate members of a sales team to greater efforts.

Incidence
The frequency with which a condition or event occurs in a
given time and population or sample.

Independent contractor
A person who is hired by a company, but works for himself/herself. The company is a client, rather than an employer.

Independent station
A broadcast station that is not affiliated with a national network of stations.

Independent t-Test
An inferential statistical test of significance that compares two levels of an independent variable against a continuous measured dependent variable.

Independent Variable
The variable against which the dependent variable is tested.

Individual Brand Name
the part of the brand name which identifies a particular product when it follows a family brand name; for example, in the brand name "Holden Commodore", Holden is the family brand name, while Commodore is the individual brand name.

Induction
A philosophical logic in which general principles are
developed from specific observations.

Industrial advertising
A form of business-to-business advertising (see above), this is advertising aimed at manufacturers. This advertising typically promotes parts, equipment, and raw materials used in the manufacturing process.

Industrial Buyers
individuals who purchase goods and services on behalf of the organisations by which they are employed; purchasing officers

Industrial Distributor
a marketing intermediary, roughly equivalent to a wholesaler in consumer markets, who purchases industrial products in bulk from manufacturers for resale to small industrial users

Inertia Buying
consumer buying, of unimportant items, which is done frequently and in which the buyer chooses the same brand over and over again without consideration of other brands

Inertia Selling
a selling practice in which unsolicited goods and services are sent to consumers in expectation that many will prefer to purchase rather than to return them; the practice is considered undesirable and legislation protecting consumers has been enacted

Inferential Research
Statistical analyses that test if the results observed for a sample are indicative of the population; the presentation of information that allows us to make judgments whether the research results observed in a sample generalize to the population from which the sample was drawn.

Inferential Statistics
Statistical tests that allow a researcher to say within
a certain degree of confidence whether variables or groups truly differ in their response to a public relations message; see: Analysis of Variance, Chi-Square, bivariate
correlation, correlation, Pearson Product Moment Correlation, Spearman-rho, regression, path analysis, sequential equation model, t-test.

Influencer (Лице, оказващо влияние)
Член на семейството, който не взема решение за покупката, но оказва влияние при приемането на това решение. В магазин за детски играчки могат да се наблюдават "железобетонни" майки, които накрая все пак купуват поисканото.

Infomercial
A commercial that is very similar in appearance to a news program, talk show, or other non-advertising program content. The broadcast equivalent of an Advertorial (see above).

Infomercial
a word coined to describe a particular type of commercial, for print, TV, radio, etc., in which a company promotes its own product while offering valuable information and advice on an important public issue. For example, Volvo may seek to increase awareness of its product and its safety positioning by producing an infomercial on road safety.

Informal Marketing Organisation
the part of a marketing organisation made up of the many working relationships that develop over time, outside the formal lines of authority, among departmental managers

Informal Methodology
A research methodology that does not allow the researcher to generalize to a larger audience but gains in-depth understanding of the client, object, or product.

Information Oriented Change Strategy
an advertising plan or tactic intended to change a brand's image (rather than to maintain it over time) and which relies on the provision of information (rather than imagery and symbolism) to achieve its effect. See Image-Oriented Maintenance Strategy; Information-Oriented Change Strategy; Information-Oriented Maintenance Strategy.

Informational Objective
An objective that establishes what information a target audience should know or the degree of change in
knowledge levels after the conclusion of a public relations
campaign or program.

Informed choice
Избор на основата на информацията. Решение за покупка благодарение на подробна информация за качествата на стоката.

Inherited audience
Same as Holdover audience, above.

Inner-Directed Consumers
one of three broad groups of consumers (with Need-Directed Consumers and Outer-Directed consumers) identified in the Stanford Research Institute's survey of American lifestyles; inner-directed consumers, representing about twenty per cent of consumers in the U.S., buy to meet their own inner-needs rather than in response to social norms

Innovation strategy (Стратегия на иновациите)
Концепция за развитието на фирмата, основана на нови технологии и продукти.

Inputs
The research information and data from both internal and external sources applied in the conception, approval, and design phases of the input stage of the communication
production process.

Inquiries
Consumer response to a company's advertising or other promotional activities, such as coupons. Used for measuring the effectiveness of some promotions.

Inquiry Research
A formal or informal research methodology that employs systematically content analysis, survey methodology,
and/or interviewing techniques to study the range and types of unsolicited inquiries that an organization may receive from customers, prospective customers, or other target audience groups.

Inseparability
one of the four characteristics (with intangibility, perishability and variability) which distinguish a service; inseparability expresses the notion that a service can not be separated from the service provider

Insert
An advertisement, collection of advertisements, or other promotional matter published by an advertiser or group of advertisers, to be inserted in a magazine or newspaper. It may be bound into the publication, or be inserted without binding. See Free-standing insert, above.

Insertion
Refers to an ad in a print publication.

Insertion order
An agency or advertiser's authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price.

Institutional advertising
Advertising to promote an institution or organization, rather than a product or service, in order to create public support and goodwill.

Institutional Advertising
advertising intended to promote a company or organisation rather than its products; also called Corporate Advertising.

Institutional advertising (Престижна реклама)
Образът на компанията в очите на купувачите. Невинаги името на фирмата е свързано в съзнанието на купувачите със стоката или услугата. Понякога името на фирмата е в състояние да продаде стоката или услугата.

Institutional market
The market consisting of churches, museums, private hospitals, schools and colleges, clubs, and many other organizations that have objectives that differ basically from those of traditional business organizations.

Institutional Market
a market consisting of schools, universities, hospitals, charities, clubs and similar organisations which buy goods and services for use in the production of their own goods and services

Instrumental Error
In measurement, error that occurs because the measuring instrument was poorly written; s. tested for via
reliability analyses; see also: Coefficient Alpha, KR-20.

Intaglio
A form of printing that results in a raised or engraved print surface.

Intangibility
one of the four characteristics (with inseparability, perishability and variability) which distinguish a service; intangibility expresses the notion that a service has no physical substance. See Services Marketing; Inseparability; Perishability; Variability

Intangible Product Attributes
the unobservable characteristics which a physical good possesses, such as style, quality, strength, beauty, etc.

Integrated development
A process of combining diverse organizational talents and functional groups to support a new product's development. Also called cross-functional integration, integrated development requires regular, high-quality communication and problem- solving among the different contributors to the new product development process.

Integrated Marketing Communication (IMC)
A management concept that is designed to make all aspects of marketing communication (e.g., advertising, sales promotion, public relations, and direct marketing) work together as a unified force, rather than permitting each to work in isolation.

Intensive distribution
Distributing a product through a wide variety of outlets.

Intensive Distribution
making a product available in as many outlets as are willing to stock it

Intercoder Reliability
The reliability of content analysis coding when the coding is done by two or more coders; see also: reliability,
intracoder reliability, Holsti's Reliability Coefficient, Scott's pi, Krippendorf's alpha, Cohen's kappa.

Intermodal Transportation
a shipping method in which two or more modes of transport are used; for example, where containerised goods are loaded from truck to ship and back to truck again in the port of destination

Internal Information Search
a stage in the consumer buying process for a low-involvement product; past experiences with items in this product class are considered.

Internal Information Search
a stage in the consumer buying process for a low-involvement product; past experiences with items in this product class are considered.

International advertising
Advertising a product or service in a country other than where it originates.

Interval Data
Measurement data that are defined on a continuum and
assumed to have equal spacing between data points (see interval and ratio data); s. includes temperature scale, standardized intelligence test scores, Likert-type scale, semantic differential scale, Guttman Scalogram; see also: attitude research, attitude scale, data, variable, Likert scale, Guttman Scalogram.

Interview Schedule
A guideline for asking questions in person or over
the telephone interviewers are tasked with predicting your likelihood of success in a given position and use
your past behavior as one indicator of your future performance.

Intracoder reliability
The reliability of content analysis coding when the coding is done by only one coder, usually the researcher; s.
obtained from statistical tests which analyze coder decisions versus chance; see also: reliability, intercoder reliability, Cohen's kappa, Holsti's Reliability Coefficient,
Krippendorf's alpha, Scott's pi.

Intraorganisational Environment
an organisation's internal environment; the forces arising from the organisation's formal structure and from interactions with employees which affect the marketing operations

Introductory Stage of Product Life Cycle
the first stage in the life cycle of a successful product; the product wins acceptance relatively slowly, there are limited versions of it, there is no competition, distribution is patchy, promotion is designed to inform the market (rather than to persuade or remind), penetration or skimming pricing strategies are appropriate

Inventory Remarketing
an innovative strategy for reducing the risks of introducing a new product. Prior to the launch of the new product, a firm may negotiate with an inventory remarketing company for the sale of any unused stock of the new product in the event that it fails to sell as well as expected; thus, the inventory remarketing company will buy the balance of the stock, at the previously agreed price, and resell it, usually in a different market and through different distribution channels.

Inventory Turnover
the ratio of dollar or unit sales or gross profit to average inventory; used in inventory control where the average number of times a company sells the value of its inventory in a year is measured

Irregular demand
Нередовно, колебаещо се търсене.

Island display
An in-store product display situated away from competing products, typically in the middle or at the end of an aisle.

Island position
A print ad that is completely surrounded by editorial material, or a broadcast ad surrounded by program content, with no adjoining advertisements to compete for audience attention.

Isolation Effect
the notion that a price will appear more attractive if the product is placed in the store next to a an alternative product which is more expensive.

Issues Research
A formal or informal research methodology that
systematically studies public policy questions of the day, with the chief focus on those public policy matters
whose definition and contending positions are still evolving.

Items
A manifest unit of analysis used in content analysis consisting an entire message itself (e.g., an
advertisement, story, press release).