Page 207 - Corporate Communication

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Recall Used by researchers to establish how memorable a
certain communications message was
Receiver In communications theory the party receiving the
message
Reflective practitioner A practitioner who is mindful about his/her own
professional conduct; and continuously reflects upon
his/her own performance
Repertory grid A technique for representing the attitudes and percep-
tions of individuals, also called Personal Construct
Technique. The technique can be useful in developing
market research (and other) questionnaires
Reporting relationship The person or department to whom a certain practi-
tioner reports about his/her performance and activities
Reputation See Corporate reputation
Resource dependence The dependence of a practitioner in one communica-
tions discipline on obtaining resources (e.g. advice, assis-
tance, communication products) from another discipline
to accomplish his or her objectives
Return on investment The value that an organization derives from investing in
(ROI) a project
Sales orientation A primary focus of business on the selling of products –
characteristic of the 1950s and beyond
Sales promotion A range of techniques used to engage the purchaser.
These may include discounting, coupons, guarantees,
free gifts, competitions, vouchers, demonstrations, bonus
commission and sponsorship
Sampling The use of a statistically representative subset as a proxy
for an entire population (e.g. in order to facilitate
quantitative market research)
Secondary research See Desk research
Segmentation See Market segmentation
Selective attention Where receivers notice only some of the message
presented
Selective distortion To see and hear differently from the message presented
Selective exposure Idea that individuals only expose themselves to certain
messages
Selective perception The process of screening out information that is not of
interest, and retaining information of use
Sender In communications theory the party sending the
message
Share of voice Calculation of a brand’s share of media expenditure in a
particular category
Shareholder value The worth of a company from the point of view of its
shareholders
Skill (communications The ability to produce or craft something (e.g. a written
skills) document by way of writing skills)