Page 206 - Corporate Communication

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Projective technique Qualitative research technique by which an individual
is asked to respond to ambiguous stimuli such as vague
statements or objects,designed to measure feelings,opin-
ions, attitudes and motivations
PRSA Public Relations Society of America
Psychographics A base for segmentation derived from attitude and
behavioural variables
Public affairs The public policy aspect of corporate communications
Public information The use of writers and publicists to inform and reassure
the general public of corporate practices, often used to
describe communications before the Second World War
Public relations The function or activity that aims to establish and
protect the reputation of a company or brand, and to
create mutual understanding between the organization
and the segments of the public with whom it needs to
communicate
Publicity Media coverage
Public People who mobilize themselves against the organiza-
tion on the basis of some common issue or concern to
them
Publicly syndicated Rankings of the reputation of organizations that are
rankings published on an annual basis by various associations or
agencies
Pull strategy Pull communications, in contrast to push communica-
tions, addresses the customer directly with a view to get-
ting them to demand the product, and hence ‘pull’ it
down through the distribution chain. It focuses on
advertising and above the line activities
Push strategy Push communications relies on the next link in the dis-
tribution chain (e.g.a wholesaler or retailer) to ‘push’out
products to the customer. It revolves around sales pro-
motions – such as price reductions and point of sale dis-
plays – and other below the line activities
Q-sort An oral interview technique where respondents are asked
to sort cards (e.g.with company statements on them) and
are then asked to motivate
Qualitative research Research that does not use numerical data but relies on
interviews, focus groups, repertory grid, etc. usually
resulting in findings that are more detailed but also more
subjective than those of quantitative research
Quantitative research Research that concentrates on statistics and other
numerical data, gathered through opinion polls, cus-
tomer satisfaction surveys, and so on
Reach The percentage or number of people exposed to a media
vehicle at least once