"Let's do a heavy up in the top ten DMAs so we can increase our GRPs."

If that sentence confuses you, you're not alone.

Like any business, the marketing world has its own jargon. Sometimes confusing, occasionally humorous, the vocabulary of the modern marketing professional may often seem confusing -- especially for small business owners, who often wear many hats and whose expertise must cover a broad spectrum of tasks. But with the help of Mark Clemente's excellent reference work, you too can talk the talk just like the corporate pros.

Even those who study marketing, on either a graduate or undergraduate level, will often find that they are woefully unprepared when it comes to the real world. Textbooks are long on theory and short on practical advice. Even more troubling, few of those teaching marketing have had practical experience.
Thus the enterprising young marketing person is often left to sink or swim. Unless they begin their careers with a firm that offers training -- more of a rarity these days -- the novice marketer will usually be expected to "pick it up on the street" just as their elder colleagues did. That can work, but with The Marketing Glossary on their shelf, they will be well ahead of the game.

Among the many appealing aspects of Clemente's book is the lucidity of his prose. When attempting to find out what a GRP is, unsuspecting marketers will often be confronted with a turgid definition written by a media professional, replete with brain-numbing formulae. By contrast, Clemente lays it out nicely:

"Gross rating point (G.R.P.) A measurement of audience size (viewership or listenership) to quantify a medium's ability to reach a target audience. G.R.P.s estimate the number of people a communication will reach, irrespective of audience duplication. G.R.P.s are stated in terms of percentage: each G.R.P. represents 1% of the people or households tuned to a TV program (as compared to the total number of TV sets in the market being studied). G.R.P.s are calculated by multiplying the total reach of the media schedule by its frequency. Thus, the product of reach and frequency expresses the gross duplicated percentage of audience that would be reached by the advertising vehicle."

Where was this book when I started out in the business? (And if you want to know what a "heavy up" is, you'll have to buy the book.)

On occasion, there are some curious omissions. Anyone who works on a consumer packaged goods account will undoubtedly come across the term "slotting fee." Alas, that is nowhere to be found in The Marketing Glossary.

Understandably it would be nearly impossible to include every single bit of cant that might come up in the course of a marketing career, but Clemente does an outstanding job of aggregating the most important words. More importantly, the Glossary is up-to-date and includes the latest online slang. This will undoubtedly appeal to some of the senior marketers who still find the whole "Internet thing" confusing.

Finally, The Marketing Glossary is also available as an e-book. Just buy the PDF and keep it on your laptop. Imagine the points you can score in meetings with all that knowledge at your fingertips.

The reviewer: Jonathan Jackson is an independent consultant based in New York City. He has written extensively on internet advertising and e-mail marketing since the inception of the internet. A frequent guest speaker, Jonathan has addressed global audiences on marketing and advertising topics and also teaches marketing at colleges around the world.

"Let's do a heavy up in the top ten DMAs so we can increase our GRPs."

If that sentence confuses you, you're not alone.

Like any business, the marketing world has its own jargon. Sometimes confusing, occasionally humorous, the vocabulary of the modern marketing professional may often seem confusing -- especially for small business owners, who often wear many hats and whose expertise must cover a broad spectrum of tasks. But with the help of Mark Clemente's excellent reference work, you too can talk the talk just like the corporate pros.

Even those who study marketing, on either a graduate or undergraduate level, will often find that they are woefully unprepared when it comes to the real world. Textbooks are long on theory and short on practical advice. Even more troubling, few of those teaching marketing have had practical experience.
Thus the enterprising young marketing person is often left to sink or swim. Unless they begin their careers with a firm that offers training -- more of a rarity these days -- the novice marketer will usually be expected to "pick it up on the street" just as their elder colleagues did. That can work, but with The Marketing Glossary on their shelf, they will be well ahead of the game.

Among the many appealing aspects of Clemente's book is the lucidity of his prose. When attempting to find out what a GRP is, unsuspecting marketers will often be confronted with a turgid definition written by a media professional, replete with brain-numbing formulae. By contrast, Clemente lays it out nicely:

"Gross rating point (G.R.P.) A measurement of audience size (viewership or listenership) to quantify a medium's ability to reach a target audience. G.R.P.s estimate the number of people a communication will reach, irrespective of audience duplication. G.R.P.s are stated in terms of percentage: each G.R.P. represents 1% of the people or households tuned to a TV program (as compared to the total number of TV sets in the market being studied). G.R.P.s are calculated by multiplying the total reach of the media schedule by its frequency. Thus, the product of reach and frequency expresses the gross duplicated percentage of audience that would be reached by the advertising vehicle."

Where was this book when I started out in the business? (And if you want to know what a "heavy up" is, you'll have to buy the book.)

On occasion, there are some curious omissions. Anyone who works on a consumer packaged goods account will undoubtedly come across the term "slotting fee." Alas, that is nowhere to be found in The Marketing Glossary.

Understandably it would be nearly impossible to include every single bit of cant that might come up in the course of a marketing career, but Clemente does an outstanding job of aggregating the most important words. More importantly, the Glossary is up-to-date and includes the latest online slang. This will undoubtedly appeal to some of the senior marketers who still find the whole "Internet thing" confusing.

Finally, The Marketing Glossary is also available as an e-book. Just buy the PDF and keep it on your laptop. Imagine the points you can score in meetings with all that knowledge at your fingertips.

The reviewer: Jonathan Jackson is an independent consultant based in New York City. He has written extensively on internet advertising and e-mail marketing since the inception of the internet. A frequent guest speaker, Jonathan has addressed global audiences on marketing and advertising topics and also teaches marketing at colleges around the world.

This book is amazing, it keeps you interested from start to finish. Sam Smith has a way with words that is totally engaging and impossible to put down. The story is well paced and has incredible insights into the human mind. I would recommend this book to everyone - it appeals across the board.

Dave Breese hits the mark with this work, written from the point of view of a Bible Believing Evangelical Christian. He defines ten areas where most false teachers deviate from Biblical Christianity. By studying this book and comparing a religious group to it, you can easily tell if the group you are examining follows the basic tennents of Christianity or if it a false cult which should be avoided. For example, if a group denied the Diety of Jesus Christ, Breese would classify that group as a false cult. Dave and I come from different denominations, but I agree that his teachings on this subject are right on the mark. This book is written for High School age and up.

This may not have been Jane Lindskolds best book, but I still loved reading it. The best aspect of this novel was that she didn't let anything get to obvious. Through the entire book there was a sense that things might not be as they seem, or that the "good guys" might fail. The supspense made it hard to put down. The only real downside was that some of the characters were not gone into as much as I would have liked. She almost seems to tease with characters that are fascinating, then they are gone before you manage to really figure them out. A deffinete worthy addition to any library though.

This book is ideal for any Mark fan. They tell you more info about Mark than anyone else! Buy this book ASAP!

THIS BOOK WAS AMAZING, PACKED WITH DRAMA, AND SUSPENSE, AND COMEDY. EVERYTHING THE 1999 ACADEMY AWARDS DIDN'T HAVE

The divorce ratio is 1 in 2, and your chance for a successful relationship outside of marriage is even less. This book shows how to use the experience gained from thousands of couples by applying astrological principles. This is the only astrological work which has been verified by a statistician from Harvard University using rigorous scientific methods. That's why the information in this book offers the best chance for achieving a satisfying,long-term relationship.

MARS DUST & MAGIC SHOWS is one of those books you can race through in a day, smiling at the eccentric characters, shaking your head at the bizarre notions Bourne comes up with, and then set it aside without a second glance...until it starts to work on your mind.

After all, this is a collection where a young woman chooses elective surgery to become a dirigible. Where a middle-aged housewife learns of her true destiny with the fairy people. It's a place where Al Capone becomes our "beloved" president. This is a jumble of weirdness and wit, but it's much more than that.

Take the Al Capone alternate history, "Boss." Certainly, things are different in a United States run by the brutal mob boss, but, when you think about it, it's the fact that things honestly aren't that different from reality that sends a chill down your spine.

Some of the stories elbow us and encourage us to laugh along. In "Brokedown" we see the little eccentricities and big kindnesses of small town life. That the hick accents and dumpy, lumpy rural bodies are a mask for something far more strange is the biggest laugh of all. Strangely though, this story comes back to linger with the reader as the most sorrowful in MARS DUST & MAGIC SHOWS. It's got a loneliness and resignation few stories can touch.

Not really your preference? Try a re-working of "King Kong" that somehow seems to get it all right this time. Tales of redemption? Check out "Mustard Seed" and the slyly hilarious "Baby Talk."

Forget your preference! Whatever you lean toward, you will find a jumbo helping of it in MARS DUST & MAGIC SHOWS. If you haven't made the plunge into e-books yet, this is a perfect reason to hop on the technology train. You won't want to miss it.

This book is a very good book for all Mars and Space enthusiasts. I have read it multipule times and each time I learn something new. This book shows you the vehicle to get to mars, the living quarters, the landing procedures, emergency procedures and much more. In addition to all of this the book has several pull-outs which include one of the martian landscape. The book tells you what kind of crew they choose: their hobbies, interests, religion, location, and many other things. The book tells you about the test that the astronauts had to go through in order to get on the Mars mission. The book also tells you about all the things that (you) will do on a Mars mission. You have a schedule that you need to follow according to your assignment. The details about how you live and what you can take with are very realistic.I thought that this book was a great read and I would also suggest reading " The Space Shuttle Operator's Manual" by the same authors.