NAPAA Home > P. NAPAA Glossary of Terms

Package Insert
Advertising material packed with a shipment of a product, usually to advertise a different product.
Packaged Goods
Products wrapped or packaged by the manufacturer, normally of uniform sizes. Items are used broadly and frequently consumed; typically sold through food, drug, and mass merchandiser retail stores.
Payout
A profit return on an investment of marketing expenditures, usually above the ongoing spending rate. Also payback.
Performance Allowance
A rebate of a portion of the purchase price of goods provided to those retailers who agree to perform cooperative merchandising services such as advertising or display; paid after the retailer provides proof of performance.
Pica
A unit of measurement for type or other printed material; six picas equal one inch.
Pilot Test
A preliminary test run on a limited basis to determine if broader testing is warranted.
Plan-o-gram
A valuable merchandising tool used by manufacturer's salespeople to present a product category shelf space allocation recommendation to the trade for their stores. Designed to insure that a manufacturer's product is getting a fair share of store space.
Point-of-Purchase
The place at which a customer encounters a retail item that he or she may buy. Also point-of-sale, P-O-P, P-O-S.
POP
See Proof of Performance.
P.O.P.A.I
Point of Purchase Advertising Institute. An association of printers and manufacturers formed to disseminate information on point-of-sale display materials promoting both its use and efficiency.
Pole Piece
A display backcard in a retail store, mounted on a pole for greater visibility. Also, spectacular.
Pop-up
A special die-cut folder so made that when opened part of it rises from the center fold of the publication.
Pop-up Coupon
A tear-off perforated coupon that is stitched into the binding of a periodical as a separate, small space unit.
Position
In marketing strategy, the consumer perception of a product's or service's benefit or benefits, in comparison to its competition, which its manufacturer attempts to create and encourage via advertising, packaging and/or promotion. Also, the placement of an advertisement in a publication in terms of page number, side, etc., or of a commercial in a program. Also positioning.
Premium
  1. Merchandise offered free or at a reduced price as an inducement to buy a different item or items.
  2. An extra charge, as for a preferred advertising position or for special treatment of advertisements. Also premium price. (adjective)
  3. Noting or pertaining to a product's pricing level as compared to most competitive products.

Premium Container
A container for a retail product which is reusable after the original contents are gone, hence functions as a premium. Sometimes called a container pack.
Premium Pack
A package of a product offering an item, usually in either in-pack or on-pack form.
Premium Rep
A specialize manufacturer's representative serving premium users; a commission sales person representing several different manufacturers or premium supply sources.
Pre-pack Display
(floorstands, pre-assembled display, PAD's)-Displays merchandise (product and/or premiums) placed inside at the plant and shipped as one unit rather than shipping display pieced, premiums, and product separately. this procedure makes it relatively easy for the retail outlet to display the product.
Preprice
To mark a retail item with its retail price before it is delivered to a retail store.
Preprint
  1. A printing of periodical advertising on separate sheets before actual publication; done by an advertiser for special purposes, e.g. to serve as retail displays or in order to merchandise his advertising support to retailers.
  2. A color newspaper advertisement (e.g. spectacolor printed on one side of rotogravure stock which is then supplied pre-trimmed to the newspaper, which does its own printing on the opposite side.

Price Pack
A specially produced retail package announcing a temporary reduction from the standard retail price, used as a promotional inducement to purchasers. Also price-off pack, cents off.
Private Label
A wholesaler's or retailer's label bearing his brand name.
Prize
Reward given to winner in a contest, sweepstakes or chance promotion; also sometimes refers to salesmen's incentive award, and official state lottery awards.
Promotion
  1. A marketing tool that is a temporary effort to create extra interest in the purchase of a product or service by offering values in excess of those customarily afforded by such purchases; includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc. Also sales promotion.
  2. Loosely, any effort to encourage the purchase of a product or service.

Promotion Allowance
A rebate or discount offered by a manufacturer or his agent to a wholesaler or retailer who agrees to promote the product purchased under allowance. Also merchandising allowance.
Promotion Marketing
An element in the marketing mix designed to stimulate consumer actions and/or dealer effectiveness through various incentives.
Promotion Strategy
A statement of how a marketer plans to meet defined, measurable objectives or goals.
Proof Seals
This term usually refers to a specially printed or affixed shape that serves as a proof of purchase for a specific rather than an ongoing offer.
Proof-of-purchase
Evidence that a consumer has purchased a product or service, as a receipt, label package or portion thereof, etc.; usually specified by manufacturers as appropriate evidence of product purchase in compliance with the terms of a mail-in offer. Often abbreviated as POP's.
Purchase-with-purchase
An offer that allows the consumer to purchase an additional product at an attractive, reduced price. The reduced price is not available if the basic purchase is not made.
Push Money
A special reward given by manufacturers or service sources to agents' or dealers' employees, for encouraging the sale of their own goods rather than a competitor's; usually paid on each sale, regardless of whether it is pushed or not. Abbreviated P.M., Spiff.

 

  
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