Advertising terminology

accountability

Libraries like private sector businesses are increasingly called upon to make all units accountable for results. Growing funds are needed for technology as opposed to only books. Funders often cut the library budget first, in favor of other agencies such as police and fire or other seemingly, more necessary agencies. Libraries are developing better performance measures within the present day control systems to offer better accountability. (Wood and Koontz)

acculturation

The process by which people in one culture or subculture learn to understand and adapt to the norms, values, life styles and behaviors of people in another culture or subcultures. For example, acculturation is the process by which a recent immigrant learns the way of life of the new country. Library services and materials facilitate this process.

acquisition value

The users' perception of the relative worth of a product or service to them. Formally defined as the subjectively weighted difference between the most a buyer would be willing to pay for the product or service, less the actual price of the item. Time user must spend to 'acquire' is often used as a surrogate for 'relative worth or price paid,' in library research. For example, a user might be willing to expend drive time and a brief time in the library to check out a best seller, but not wait two weeks for a copy to be returned.

activities, interests, and opinions (AIO)

A measurable series of psychographic (as opposed to demographic) variables involving the interests and beliefs of users. Note, because psychographics are usually expensive to gather, yet offer a more precise profile of users, demographic variables are usually relied upon.

adopter categories

Persons or agencies that adopt an innovation are often classified into five groups according to the sequence of their adoption of it. (To illustrate this think of individual use of the Internet within the library, and for an agency, libraries that offer Internet access to the general public. 1) Innovators (first 2-5%); 2) Early adopters (10-15%)' 3) Early majority (next 35%); 4) Late majority (next 35%); 5) Laggards (final 5-10%). This is important when considering how long it may take for the general public to 'adopt' a product or service.

advertising

The placement and purchase of announcements and persuasive messages in time or space in any of the mass media by business firms, nonprofit organizations. This has not been a traditional method of informing the public, rather public service announcements, which are placed at no cost, are the norm for libraries.

aggregation

A concept of market segmentation that assumes that most consumers are alike. A library of the past had an 'opening day' collection of materials, that could be found in most towns and cities. Today's libraries are more aware of considering the unique needs of individuals in the market area.

aging

The length of time merchandise has been in stock. For the library this could be of benefit by gaining knowledge about the duration of certain goods.

all-you-can-afford budgeting

An approach to the advertising budget that establishes the amount to be spent on advertising as the funds remaining after all other necessary expenditures and investments are covered.

ambiance

An overall feeling or mood projected by a store through its aesthetic appeal to human senses. A brightly colored children's room is more appealing to juveniles than an area sectioned off within the adult room which blends in.

analysis

In marketing and other social science disciplines, a variety of statistical and nonstatiscal methods are used to analyze data, instead of sheer intuition, or simple descriptive statistics-- which have been the norm in the library filed. (Wood and Koontz)

attitudes

Enduring systems of positive or negative evaluations, emotional feelings, and action tendencies with respect to an object. Consumer's overall liking or preference for an object. (Assael)

atmospherics

The physical characteristics of the shop such as architecture, layout, signs and displays, color, lighting, temperature, access, noise, assortment, prices, special events, etc., that serve as stimuli and attention attractors of users to the library or information agency.

audience

The number and/or characteristics of the persons or households who are exposed to a particular type of advertising media or media vehicle. In a library this could be a certain number of people that attend a library program.