Page 200 - Corporate Communication

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188 Glossary

Exchange The process by which two or more parties give up a
desired resource to one another
Execution The act of carrying something out (usually a set of
planned for communications programmes)
Executive team The senior management team of an organization,
typically led by the chief executive officer,responsible for
the overall management and strategic direction of the
firm
Expert prescriber A practitioner who is responsible for the design and
management of communications programmes; in an
independent capacity from senior management
External analysis Study of the external environment of an organization,
including factors such as customers, competition and
social change
FMCG Fast moving consumer goods – such as packaged food,
beverages, toiletries and tobacco
Focus group A tool for market, communications and opinion research
where small groups of people are invited to participate in
guided discussions on the topic being researched
Forecasting Calculation of future events and performance
Frequency Average number of times the target audience will have
the opportunity to be confronted with a certain com-
munications message
Full service agency An agency that specializes in a whole range of commu-
nications disciplines and can assists the client in the full
process of communications planning and execution
Geodemographics A method of analysis combining geographic and demo-
graphic variables
Global brand A brand that has world-wide recognition (e.g. Coca-
Cola)
Goal The primary and direct result a company is attempting
to achieve through its communications efforts
Horizontal structure The structures that are laid over the vertical structure to
coordinate and integrate functionally separated tasks and
activities
IABC International Association of Business Communicators
IC Integrated Communications
Image An individual’s perceptions of an organization, product
or service at a certain point in time
IMC Integrated marketing communications
Industrial goods Products/resources required by industrial companies
Influencer stake A stake held by those who have no economic or equity
involvement in an organization, but want to influence
public opinion or the direction of the organization, such
as consumer advocates and environmental groups