Page 194 - Corporate Communication

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Glossary of Corporate Communications and
Other Communications Terms

4 Ps Product, price, promotion (marketing communications)
and place (distribution)
Above the line All media that remunerate agencies on the basis of com-
mission (e.g. advertising)
Account management The process by which a communications (PR, advertis-
ing) or marketing agency or supplier manages the needs
of a client (corporation)
Accountability An evaluation of the contribution of functions or activ-
ities against their costs
Added value The increase in worth of an organization’s product or
services as a result of a particular activity – in the con-
text of communications, the activity might be effective
stakeholder dialogue
Ambient media Originally known as ‘fringe media’, ambient media are
communications platforms that surround us in everyday
life – from petrol pump advertising to advertising pro-
jected on to buildings to advertising on theatre tickets,
cricket pitches or even pay slips
Advertisement A paid-for dedicated space or time in which only the
advertiser is represented
Advertising The process of gaining the public’s attention through
paid media announcements
Advertising agency An agency specializing in advertising and other market-
ing communications on behalf of a client organization
Advertising campaign A planned use and scheduling of advertising over a
defined period of time
Advertising media Paid-for communications channels such as newspaper
(print) or television
Advertorial An editorial feature paid for or sponsored by an advertiser
Advocacy advertising Advocacy advertising expresses a viewpoint on a given
issue, often on behalf of an institution or organization
Ansoff matrix Model relating marketing strategy to the general strategic
direction. It maps product-market strategies – e.g. market
penetration, product development, market development
and diversification – on a matrix showing new versus
existing products along one axis and new versus existing
markets along the other