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Back card

A point-of-sale card affixed to the back of a dump bin, or floorstand, designed to present an advertising message at eye level above the product.

Back-bar display

In Spirits marketing, a point-of-sale piece designed to sit on the counter behind the bartender, sometimes associated with the back-bar mirror itself.

Back-light display

Point-of-sale material consisting of a transparency lit from behind, usually with a fluorescent light box, but sometimes with ambient lighting; i.e. from the store’s windows.

Banner

A sign made of fabric, plastic or other non-rigid material which has no enclosing framework. May be painted, screen-printed, digitally printed or decorated with vinyl

Beerdeckel

Beer mug prop produced of spongy cardboard, plastic or wood. It takes up easily the spilled drink.

Beermatholder

Bierdeckel props

 

Below-the-line

Term referring to marketing expenditures which are not in above-the-line prime media, e.g., promotion, point-of-sale, direct/event marketing, sampling, sponsorship etc. 

 

Bin

Any point-of-sale piece designed to hold bulk merchandise. May be temporary or permanent and made of virtually any material.

 

Blind offer

Promotional offer buried/ hidden in advertising or packaging, usually used to measure inherent advertising interest.

Blister pack

In packaging, usually a card heat-sealed to a plastic "bubble" which encases a product. Usually hole-punched in order to be "hooked" at retail.

Body stand

Floorstands with so-called real size figures of human beings or products. It is usually produced of corrugated board.

Bottle glorifier

Point-of-sale designed to fit atop a bottle, to attract attention at the retail shelf.

Bottle hanger

Promotional signage designed to hang onto a bottle at retail. Also: bottle necker or neck hanger.

 

Brand loyalty

Advertising buzz-word for the outdated theory that consumers are "loyal" to a particular brand. It is now generally believed that modern consumers have a mental "menu of acceptable brands."

 

Brand vision

A concise statement of what a brand means to its owners, and their intent for its future direction.

 

Business-to-business

Advertising or promotion intended to influence corporate purchase/awareness, as opposed to individual consumers. Example: advertising copy machines to business organizations.

 

Buyer

Generally refers to person who makes wholesale, as opposed to retail purchases.