PATH TO PURCHASE p2pi.or GLOSSARY2017 g Unlimited Advantage Want more power? Receive key insights, end-to-end expertise, and leading-edge ideas. Your new solutions from Menasha give you an unlimited advantage. Drive to retail success while boosting your bottom line and minimizing costs. Let’s get racing! 800.232.0473 | menasha.com p2pi.org Menasha, the industry’s largest independent, retail-focused packaging and merchandising solutions provider, is proud to sponsor the 2017 Path to Purchase Glossary, one of the cornerstones of P2PI’s industry education efforts. In this sixth edition Glossary, you’ll find nearly 800 shopper marketing-related terms and visuals drawn from the ever-evolving Peter Breen disciplines of merchandising, consumer and trade promotion, digital marketing, packaging, e-commerce, P-O-P, advertising, research and store design. The Path to Purchase Institute’s editors compile and write all the entries after fielding suggestions* from the Institute’s brand, retailer, agency and solution provider members. In addition to this print version, the 2017 Glossary will be accessible on the Tim Binder Path to Purchase Institute’s websites at www.p2pi.org/glossary and www.shoppermarketingmag.com. It also will become part of the “Shopper Marketing App,” which can be downloaded at either www.apple.com/itunes or https://play.google.com/store. Menasha supports initiatives like the Path to Purchase Glossary because information sharing and personal connections are foundational to good customer Patrycja relationships. We do indeed measure our success by our customers’ success, and Malinowska can do so because of a heritage that’s built on: • Innovative branding and “design that sells” capabilities, driven by an unmatched understanding of the retail sector; • A level of experience that enables us to collaborate at the highest levels of the world’s leading retailers and CPG companies; • A proven personalized service methodology that develops efficient, sustainable Samantha offerings designed to meet each customer’s specific goals; and Nelson • A commitment to “Go Beyond” the expected and deliver the greatest measurable value across the entire integrated merchandising supply chain. On behalf of everyone at Menasha, we hope you’ll keep the 2017 Glossary handy and use it, share it and even critique it – but above all, we hope you’ll learn from it. Michael K. Waite Cyndi Loza President Menasha Packaging * To suggest a term, visit www.p2pi.org/glossary-request Charlie PATH TO PURCHASE GLOSSARY Menchaca Executive Chairman Writers Alan Glass, [email protected] Peter Breen, Tim Binder, Patrycja Malinowska, President & CEO Samantha Nelson, Cyndi Loza, Peter Hoyt, [email protected] Charlie Menchaca, Ben Ross , William Schober Chief Customer Officer Underwriter Ned Bardic, [email protected] Menasha Chief Digital Officer Art Director Ben Ross Joel Hughes, [email protected] Sonja Lundquist Chief Operating Officer Managing Director, Platforms & Publishing Korry Stagnito, Albert Guffanti, [email protected] [email protected] Director — Associate Publisher Chief Financial Officer Craig Hitchcock, [email protected] Chris Stark, [email protected] Director — Associate Publisher William Rich Zelvin, [email protected] Schober 6 PATH TO PURCHASE GLOSSARY 1-D BAR CODE ACCELERATED PURCHASE A one-dimensional represen- A specific goal set by a brand tation of data, such as a UPC to have shoppers and retail- (“universal product code”). ers buy a product faster than expected or planned for. 2-D BAR CODE A two-dimensional represen- ACCENT LIGHTING tation of data in a geometric A touch of lighting that is used pattern that is easy for mobile to emphasize part of a shopper phone cameras to read. Code marketing display. types include QR (“quick re- sponse”) and Data Matrix. ACCEPTABLE PRICE RANGE 3PL Product prices that buyers and the retailer is not involved in A Third Party Logistics Pro- shoppers are willing to pay. development but simply ac- vider (3PL) provides outsourced cepts the product manufac- (“third party”) logistics for vari- ACCEPTANCE turer’s program. ous supply chain management The retailer’s agreement to functions such as transporta- support a manufacturer’s mar- ACCRUAL tion, warehousing and/or inven- keting program. Promotional allowances ac- tory management. cumulated by manufacturers ACCOUNT OPENER or suppliers for their retail or A premium or incentive of- wholesale customers. Typically A fered to a prospective buyer calculated as a percentage of A-BOARD to secure purchase. The term the product invoice price. is used most commonly in the A sign in which two sides are financial services industry. joined at the top by a cross ACCRUAL FUND brace to form an “A” shape. Promotional payments that ACCOUNT-SPECIFIC Often used at curbsides or build up over time based on PROMOTION outside store entrances. purchase volume and can be Marketing activity that’s cus- “redeemed” in a future period. tomized by a product manu- A-FRAME facturer for a specific retail A style of display in which the ACH partner. Typically used in refer- structure forms the shape of Automated Clearing House. ence to campaigns in which an “A.” ABOVE THE FOLD The content at the top of a webpage that’s visible with- out scrolling down. A term borrowed from newspapers, where the most important sto- ries are at the top of a broad- sheet above the spot where the page folds in half. ABOVE-THE-LINE ADVERTISING Any form of advertising for which a commission or fee is paid to a recognized advertis- ing agency operating on behalf of a client. The term most com- monly refers to mass media advertising through television, ACTION ALLEY radio and print; it also is used A store’s main thoroughfare, often the first sales area that shoppers to compare brand-building ad- see upon entering, and considered to be prime real estate for pro- vertising strategies with sales- motional merchandising. Originally used to denote Walmart’s power driving promotional tactics, or aisles, the term is now often used generally. The alleys, in general, below-the-line advertising. can be found up front, near checkout, or in the back of the store. PATH TO PURCHASE GLOSSARY 7 ADJACENCIES ADVERTISING SPECIALTY Product catego- Inexpensive branded toys or ries on-shelf or gifts such as key rings, pens, product depart- T-shirts, etc., used as premiums. ments located Less commonly referred to as next to each “advertising novelty.” other within a retail store. ADVERTISING SUBSTANTIATION A Federal Trade Commis- sion regulation that requires advertisers to document claims made in ads. ACRYLICS AD REPRINT HOLDER ADVERTISING WEIGHT Very popular display material A frame or other device used The amount of media advertis- because it has half the weight to encase reprints of circular ing supporting a brand over a of glass but can withstand four pages or other advertisements. particular time period, usu- times the impact. It resists most These are typically displayed ally measured in gross rating cleaning agents. While it can be on tabletops or stanchions. points. See GRP. scratched, polishing can remove marks. Common uses in P-O-P: AD SLICK jewelry cases, lenses, edge-lit ac- ADVERTISING/MARKETING Product or promotion graphics EFFECTIVENESS cents and faux glass shelves. provided by marketers to retail- An assessment of the impact ers or publishers for reproduc- made by a marketing program, ACTION AISLE tion in ads. measured by sales lift, brand A store aisle in which promo- awareness levels and various tional items are displayed. Also ADAPTIVE SELLING other parameters. referred to as a “power aisle.” A practice that encourages salespeople to alter their in- ADVOCACY ADVERTISING ACTIVATION teraction with the customer Ads supporting or opposing a (1) The implementation or ex- based on the nature of the sell- social or political issue. ecution of a marketing plan. (2) ing situation. A purchase action taken by a shopper that’s triggered by an ADD-ON in-store marketing activity (dis- Additional, secondary mer- play, discount, sign, promotion, chandise that can be included impulse, etc.). (3) The transla- in a sale. tion of shopper insights into actionable marketing activity. ADI An acronym for “area of domi- ACTUAL WEEKLY REACH nant influence,” which defines The number of people, con- designated market areas based firmed by audit, reached on media coverage. through marketing activity. ADVANCED PREMIUM ACV (ALL COMMODITY An up-front reward or take- VOLUME) away presented to a new AFFIDAVIT The total annual dollar volume customer as a means of gen- Legitimate proof of posting by in a given geography expressed erating goodwill and enticing the vendor that the advertiser’s as a percentage (or share) of the future purchases. message ran as scheduled. total market for that commodity. ADVERTISED BRAND AFFILIATED CHAIN AD IMPRESSIONS A nationally advertised brand. A group of non-competing Historically used in TV and other stores operating under an al- mass media to express the num- ADVERTISING ALLOWANCE liance to benefit from volume ber of viewers exposed to an A payment made by the purchasing or to gain exclusive advertising vehicle (one impres- product manufacturer to the territorial rights to market cer- sion equals one view). “Unique retailer in exchange for deliver- tain products. impressions” factors out multiple ing advertising opportunities to views by the same people. a specific product or brand. 8 PATH TO PURCHASE GLOSSARY AIR RIGHT AISLE VIOLATOR DISPLAY A sign hanging perpendicu- A display lar to the shelf on which it is hanging attached, thereby sticking out above shop- into (“violating”) the aisle. Most pers and commonly used to identify product. rectangular signs that span more than one shelf width. ALIGNMENT The practice of visually group- ing store elements in a harmo- nious way. AFFILIATED RETAILER AISLE A retailer participating in an A store corridor, flanked by fix- ALL COMMODITY VOLUME affiliated chain, or a retailer tures carrying shelves of product.