Marketing Glossary

  Terms beginning with s
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SIC
Standard Industrial Classification. An extensive hierarchical structure of codes defined by the U.S. Department of Commerce to categorize companies based on their industries.
Contributed by: MarcommWise Staff
Skew
Weighting advertising activity towards a particular market segment.
Contributed by: MarcommWise Staff
Social Marketing
Marketing that attempts to induce social change by advocating or reinforcing attitudes or behaviors toward a cause that does not directly benefit the sponsoring organization.
Contributed by: MarcommWise Staff
Sociocultural Forces
The influences in a society and its culture(s) that change people's attitudes, beliefs norms customs and lifestyles.
Contributed by: Diane Brooks
Student at Kaplan University Business Science Course
Spam
The use of e-mail systems to send large volumes of unsolicited e-mail to lists of e-mail addresses compiled without the recipients' consent. Spam is generally viewed negatively and is illegal in some jurisdictions.
Contributed by: MarcommWise Staff
Split Run Test
Two or more different versions of an ad that are run in different copies of the same publication (i.e. in the same issue of one publication, person "A" sees one version of the ad while person "B" sees another) to test the relative effectiveness of each version.
Contributed by: MarcommWise Staff
Sponsorship
Funding a major event or organization (typically a charitable organization) in return for the publicity value hat will be received by having the sponsoring organization's name associated with the sponsored event/organization. Hopefully, that brand association will prominent in all marketing literature and on-site signage at the event/organization, but that prominence will likely depend on how many dollars are put into the sponsorship.
Contributed by: Marcommwise Staff
Spot Color
Color used to empasize an area of an otherwise black-and-white print piece.
Contributed by: MarcommWise Staff
Spread
Advertising that runs across two contiguous pages of a publication.
Contributed by: MarcommWise Staff
Storyboard
A series of (usually rough) illustrations that depict the flow and appearance of a planned television commercial or other live-action or animated production.
Contributed by: MarcommWise Staff
Stuffer
An advertising enclosure that is included in another media, such as in a newspaper, invoice mailings, merchandise packages, etc.
Contributed by: MarcommWise Staff


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