Речник

L

Label
The part of a package that carries information about the product it contains; a label may be a permanent part of the primary package or a tag, sticker, band, etc.

Label (Етикет)
Носи както информация за стоката, така и реклама.

Laggards
those in a community who are slowest to adopt a new product. .

Lagged Response
a delayed response by consumers to an advertising campaign; measuring the effect of a campaign which is running currently is made more difficult by a lagged response to an earlier one

Late Majority
The large, conservative group in a community slower than all except the "laggards" to adopt a new product.

Latent Content
From content analysis, an analysis of the underlying idea, thesis, or theme of content; the deeper meanings that are
intended or perceived in a message.

Latent demand
Скрито търсене.

Launch (Лонч)
Пускане на стоката на пазара. Изключително сложен и отговорен момент. Не трябва да се допускат дори минимални грешки, защото след това е трудно да се върне доверието на потребителите. Обикновено е свързано със значителни рекламни и маркетингови разходи.

Layout
A drawing that indicates the relative positions of the elements (e.g., headline, photo, logo, body copy, etc.) of an ad.

Lead Generation
the activity of identifying potential customers.

Leading
The space between lines of type.

Leasing
the granting, under contract, of use of a product for an agreed upon period of time in return for a rental payment

Leave-behind
A premium left with prospective customers by a sales person, to remind them of the product or service being sold.

Letterpress
A printing method that stamps ink onto paper, using raised lettering.

Leveler (Уравнител)
Става дума за определен тип потребители, които в желанието си да живеят по-спокойно изравняват в съзнанието си свойствата на стоките и не забелязват детайлите и разликите.

Licensed Product Strategy
marketing plans and actions based on the use of licensed characters

Licensing
the granting of permission by one manufacturing organisation to another to use a registered brand, symbol, process, patent

Licensing (Предоставяне на лицензия)
Договор мужду две предприятия, според който едното предоставя на другото възможност да ползва търговска марка или патент.

Life cycle (Жизнен цикъл)
Период от време, през който е забележима положителната реакция на реклама.

Life Cycle Cost
the costs associated with the use and maintenance of a product over its expected life span

Life Stage Buying Power Segmentation
the division of a total heterogeneous market into relatively homogeneous groups on the basis of their ability to afford a product at their particular stage in the family life cycle.

Lifestyle segmentation
Separating consumers into groups, based on their hobbies, interests, and other aspects of their lifestyles.

Likert Scale
An interval-level measurement scale that requires people to respond to statements on a set of predetermined reactions, usually strongly agree, agree, neither
agree nor disagree, disagree, strongly disagree; must possess an odd number of reaction words or phrases;
also called "summated ratings method" because the scale requires at least two, if not three, statements per measurement dimension.

Likert Scale
a rating device frequently used in marketing research questionnaires in which respondents indicate their level of agreement with a statement by choosing the appropriate response from a scale, eg. strongly disagree, disagree, undecided, agree, strongly agree.

Limited Problem Solving
buying situations in which a purchaser has had some previous experience but is unfamiliar with suppliers, product options, prices, etc. Also referred to as Limited Decision Making

Limited-Line Department Store
a department store which carries a narrower range of merchandise than a full-line department store; typically, a limited-line department store will be characterised by high-quality merchandise and high prices

Limited-Line Retailer
a retailer carrying only one line, or a few related lines, but a large assortment of produce

Limited-Line Strategy
the decision by a producer to offer a lesser number of product variations than is possible

Limited-Service Research Supplier
a marketing research firm which offers clients fewer services than a full-service research supplier

Limited-Service Wholesaler
a wholesaler providing less than the full range of services of some other wholesalers but attempting to compensate for this by offering lower prices

Linage
Refers to the size of an ad, based on the number of lines of type taken up by the ad.

Line conversion
A high-contrast reproduction of an illustration, where all shading is reduced to either black or white.

Line Graph
A representation of frequency distribution by means of
lines representing data points at various intervals along a continuum; see also: Graph.

Line Organisation
an organisational structure in which authority moves down in a line from the chief executive; typically, there are no specialists or advisors, the chief executive having complete authority over decision making

Liquidity
current assets, other than inventory and work in progress, to which a firm has ready access; liquidity represents a company's ability to meet its immediate liabilities

List broker
An agent who sells lists of sales prospects.

Lithography
A printing method in which the printing and non-printing areas exist on the same plane, as opposed to a bi-leveled reproduction.

Local advertising
(1) Advertising to a local merchant or business as opposed to regional or national advertising. (2) Advertising placed at rates available to local merchants.

Local rate
An advertising rate charged to a local advertiser , typically a retailer, by local media and publications, as distinguished from a national rate that is charged to a national advertiser, typically a manufacturer.

Logistical Costs
costs involved in the acquisition and transportation of materials required for production, and for the storage, handling, and shipment of finished goods to customers

Logistical Functions
one of the three kinds of functions (with transactional functions and facilitating functions) performed by intermediaries in a marketing channel; logistical functions include the assembling of a variety of products, storing them, sorting them into appropriate categories and sizes, and arranging them on retail shelves

Logistical Functions
one of the three kinds of functions (with transactional functions and facilitating functions) performed by intermediaries in a marketing channel; logistical functions include the assembling of a variety of products, storing them, sorting them into appropriate categories and sizes, and arranging them on retail shelves

Logistics
activities involved with the orderly and timely acquisition and transportation of materials required for production, and with the storage, handling and despatch of finished goods to customers

Logo
a distinctive mark, sign or symbol, or a graphic version of a company's name, used to identify and promote its product.

Logotype (logo)
A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.

Long-Range Planning
strategic planning over an extended horizon; "long-range" is commonly thought to be at least three years into the future.

Long-Run Average Cost
the average cost per unit of a set or group of products in the long term. Note that the long-run average cost may be somewhat lower than the short term average cost because of the effects of greater production experience.

Longitudinal Survey
A type of survey that consists of different individuals or objects that is observed or measured over time (e.g., multiple snapshot samples).

Loss leader
A retail item advertised at an invitingly low price in order to attract customers for the purchase of other, more profitable merchandise.

Loss Leader
a product offered at less than cost to attract purchasers to a store so that they will buy other items at regular prices.

Loss Leader Pricing
the pricing of a product at less than cost to attract purchasers to a store so that they will buy additional items at normal prices

Lost Account Ratio
a measure used to evaluate salespeople in which the salesperson's ability to keep prior accounts as active customers is calculated.

Lottery
A scheme in which making a required purchase gives a person a chance to win a prize which is awarded at random, usually through an electronic drawing. Lotteries may not be used as promotion devices under U.S. laws.

Lottery
a form of consumer sales promotion in which purchasers are offered to win prizes if their names are drawn from a barrel; a game of chance

Low-Involvement Products
products which are bought frequently and with a minimum of thought and effort because they are not of vital concern nor have any great impact on the consumer's lifestyle

Low-Touch Service
customer service characterised by a low level of personal contact with customers; low-touch customer service is primarily automated or provided by vending machines, such as automatic telling machines at banks, self-service petrol pumps at garages, etc

Lowel-involvement model
Модел (рекламна среда) за малко въвличане на потребителя.

Loyalty index
Frequency of listenership of a particular broadcast station.

Loyalty Objective
one of three possible aims or objectives (with loading objective and trial objective) of a consumer sales promotion; purchasers are offered incentives to stay loyal to a particular brand