Page 209 - Corporate Communication

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Strategies The ways or means in which the corporate objectives are
to be achieved and put into effect
SWOT A method of analysis that examines a company’s
strengths, weaknesses, opportunities and threats. Often
used as part of the development process for a corporate
or marketing plan
Symmetrical A process of communication between organizations and
communication stakeholders where the interests of both are balanced,
accommodated and harmonized
Tactics Specific action items to support strategies and objectives
Target audience The key groups or individuals that a company wants to
receive with its communications messages
Target market The segment of a market at which marketing efforts are
directed
Targeting The use of market segmentation to select and address a
key group of potential purchasers
TAT Thematic apperception test
Team A temporary or permanent grouping of individuals
(from different disciplines) charged with a certain task or
project
Technician A practitioner who in his/her day-to-day work focuses
(communications primarily on programmatic and tactical communications
technician) activities such as writing, editing, producing brochures,
etc. A technician thus tactically implements decisions
made by others
Telemarketing The marketing of a product or service over the tele-
phone
Through the line Mixture of below and above the line communications
Tracking Surveying attitudes and perceptions (images and reputa-
tions) of individuals to an organization, products or ser-
vices on a continuous basis
Trademark Sign or device, often with distinctive lettering, that sym-
bolizes a brand
Transparency The state where the image or reputation of an organiza-
tion held by stakeholder groups is similar to the actual
and/or projected identity of an organization
Triple bottom line A phrase referring to ‘people, planet and profits’; empha-
sizes the social and ecological responsibilities of organi-
zations alongside their economic or profit-making
responsibility
Unintentional Message that an organization does not intend to convey
communication
USP Unique selling proposition – The benefit that a product
or service can deliver to customers that is not offered by
any competitor, one of the fundamentals of effective
marketing and business