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198 Glossary

Value recognition The value placed upon communications by senior
managers
Vertical structure The way in which tasks and activities are divided and
arranged into departments and located in the hierarchy
of authority within an organization
Vision The long-term aims and aspirations of the company for
itself
Vocation A trade or profession
Word-of-mouth The spreading of information through human interac-
tion alone
Zero-based media A review of media options during communications
planning planning based on research,analysis and insight,not habit
and preference