Page 198 - Corporate Communication

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186 Glossary

Corporate reputation An individual’s collective representation of past images of an
organization (induced through either communication or
past experiences) established over time
Corporate social Actions that do not have purely financial implications and
responsibility (CSR) that are demanded or expected of an organization by
society at large,often concerning ecological and social issues
Corporate strategy The general direction taken by a company with regard to its
choice of businesses and markets and approach of its stake-
holder groups
Council meeting A meeting of representatives of different (communication)
disciplines who meet to exchange views or to make policy
Coverage Percentage of target audience which has the opportunity
to be confronted with the communications message at
least once
Craft communications An artistic-creative approach to communications with an
emphasis on the production and dissemination of commu-
nication materials
Crisis (crisis A point of great difficulty or danger to the organization,
management) possibly threatening its existence and continuity, and that
requires decisive change
CSR Corporate social responsibility
Culture The general values and beliefs held and shared by members
of an organization
Customer A person or company that purchases goods or services (not
necessarily the end consumer)
DAGMAR Defining advertising goals for measured advertising
response – a model for planning advertising in such a
way that its success can be quantitatively monitored
Database A collection of information about relevant data (e.g. infor-
mation about past, current and potential customers)
Database marketing Whereby customer information, stored in an electronic
database, is utilized for targeting marketing activities.
Information can be a mixture of what is gleaned from pre-
vious interactions with the customer and what is available
from outside sources
Decoding Process where the receiver converts the symbolic forms
transmitted by the sender
Demographics Information describing and segmenting a population in
terms of age, sex, income, and so on, which can be used to
target communications campaigns
Departmental The administrative act of grouping or arranging disciplines,
arrangement activities and people into departments
Depth interview An interview, usually one-to-one, exploring deeper moti-
vations and beliefs
Desk research Using publicly available and previous data (e.g. on certain
issues, markets)