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Glossary

Sales promotion

Marketing activities that stimulate consumer purchasing and dealer effectiveness through a combination of personal selling, advertising, and all supplementary selling activities.

Sales-response function

Refers to the effect of advertising on sales.

Scanners

An optical character recognition machine which consists of a scan head, a computer processor, and an output device. Used for interpreting documents, invoices, bar-codes, and photos for use in Color separations.

Seasonal rating adjustments

In broadcast media, rating modifications that reflect changes in the season, e.g. weather and holidays

Seasonality

The variation in sales for goods and services throughout the year, depending on the season, e.g. hot chocolate is advertised more in the winter, as opposed to summer months.

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