Dave,
In general terms, the thrust that is prouced by the main rotor is the vector sum of all the forces that the rotor produces. This thrust is very roughly perpendicular to the tip path plane. If the truth be known, the thrust is a very choppy wave form, with lots of 1 per rev and N per rev content, as well as oscillating in-plane "H" forces.
For accounting the forces on a flying machine, we divide all forces into four vectors, Lift and Weight, Thrust and Drag. In this parlance, the thrust is the sum of all propulsive forces on the aircraft. For a helicopter, this is the longitudinal component of the rotor thrust, and the net propulsive force from the engine exhaust.
There is no standard term for anything on our planet, why should thrust be any different?
