Page 195 - Corporate Communication

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Glossary 183

Asymmetrical A process of communication where the one party (e.g.
communication an organization) attempts to influence and persuade
another party in line with its own interests
Attitude A learned predisposition towards an object (e.g. organi-
zation, product), person or idea
Audience fragmentation The process or trend whereby audience segments
become more heterogeneous and divided (and therefore
more difficult to reach with a mass marketing approach)
Audit See Communications audit
Awareness Measure of a proportion of target audience which has
heard of the organization, product or service.
BCG matrix Boston Consulting Group matrix based on market share
and market growth rate
Below the line Non-media advertising or promotion when no commis-
sion has been paid to the advertising agency. Includes
direct mail, point of sale displays and give aways
Body of knowledge The state of acquired knowledge related to a profession,
discipline or practice
Brand The set of physical attributes of a product or service,
together with the beliefs and expectations surrounding
it – a unique combination which the name or logo of
the product or service should evoke in the mind of the
audience
Brand acceptance The condition wherein an individual, usually a cus-
tomer, is well disposed towards a brand and will accept
credible messages
Brand awareness The condition wherein an individual, usually a cus-
tomer, is aware of the brand
Brand equity The notion that a respected brand name adds to the
value of a product (and therefore generates returns to an
organization upon customer purchase)
Brand image The perception of a brand in the eyes of an individual,
usually a customer
Brand loyalty Extent to which individuals, usually customers, repur-
chase (or utilize) a particular branded product or service
Brand management The process by which marketers attempt to optimize the
marketing mix for a specific brand
Brand positioning The way in which a brand is communicated to its target
market, describing the attributes and values of the brand
and its added value/appeal relative to its customers and
the competition
Brand(ed) identity A structure whereby businesses and product brands of an
organization each carry their own name (without
endorsement by the parent company) and are seemingly
unrelated to each other
Business communications The (vocational) discipline of writing, presenting and
communicating in a professional context