Marketing Communications

594 GLOSSARY

β-coefficient analysis : analysis by means of which the

relationship between the number of exposures to an advertisement

and the degree of memorisation (i.e. the percentage of the

target group that remembers the ad) is studied.

Billboarding : mentioning the name of a sponsor in or near a

television programme.

Brand : a name, term, sign, symbol or design, or a combination

of these, intended to identify the goods or services of one

seller or group of sellers, and to differentiate them from those

of a competitor. A brand is a set of verbal and/or visual cues,

and as such it is a part of a product’s tangible features. It is

an identifier that adds either rational and tangible dimensions

(related to product performance) or symbolic, emotional and

intangible dimensions (related to what the brand represents)

that differentiate it from other products designed to fulfill the

same need.

Brand activation : the seamless integration of all available

communication means in a creative platform in order to

activate consumers by stimulating interest, initiating trial and

eventually securing consumer loyalty through interaction with

target audiences. It is a marketing process of bringing a brand

to life through creating brand experience.

Brand attitude : the perceived value of a brand to a consumer.

Brand awareness : the association of some physical

characteristics such as a brand name, logo, package, style,

etc., with a category need.

Brand community : a specialised, non-geographically bound

community, based on a structured set of social relationships

among users of a brand.

Brand confusion : the fact that a communication for brand X

is regarded by the consumer as being a communication for a

different brand, Y.

Brand dilution : when the brand name is used for so many

different product categories that the brand personality

becomes fuzzy and the brand’s value deteriorates.

Brand equity : the value of a brand, the value added to a

product by virtue of its brand name.

Brand experience : sensations, feelings, cognitions and

behavioural responses evoked by brand-related stimuli

that are part of a brand’s design and identity, packaging,

communications and environments.

Brand extension or brand stretching : when an existing brand

is used to market products in a different product category.

Brand feelings : consumers’ emotional responses to the brand.

Brand imagery : how consumers think about a brand in an

abstract way rather than to what consumers believe the

brand really does. Brand imagery pertains to intangible brand

aspects that can become linked to the brand by customer

experience, marketing communications, word of mouth, etc.

Brand knowledge : target consumers are aware of the most

essential brand characteristics, features and benefits.

Brand loyalty : the mental commitment or relation between a

consumer and a brand.

Brand mark : the element of a brand that cannot be spoken,

often a symbol, design or specific packaging.

Brand name : that part of a brand that can be spoken,

including letters, words and numbers.

Brand personality : the set of human personality traits that are

both applicable to and relevant for brands.

Brand placement : the paid inclusion of branded products or

brand identifiers through audio and/or visual means within

mass media programmes.

Brand portfolio : the set of all brands and brand lines that a

company possesses.

Brand websites : sites with specific brand-related information

and/or services.

Broad brand awareness : the brand comes to mind often, in

different usage situations.

Broadcast or programme sponsorship : a brand can sponsor a

sports programme, the weather forecast or a ‘soap’.

Buttons : very small banner ads, rectangles or squares.

Buy-back allowance : to stimulate the retailer to put a new

brand or a renewed version of the product on the shelves, the

manufacturer sometimes offers to buy back the ‘old’ product,

or commits to buying back the stock of the new product that

is not sold during a specific period of time.

Buzz marketing : giving people a reason to talk about

your products or services and making it easier for that

conversation to take place.

Campaign evaluation research : advertising tests that focus

on the effectiveness of a whole advertising campaign.

Capitation rating or achievement targeting budgeting :

audiences to be reached and objectives to be achieved are

defined. Experience with previous campaigns are used to

calculate the budget required to achieve these objectives.

Cash refunds : discounts offered to the consumer by means

of refunding part of the purchase price after sending a proof

of purchase.

Catalogue : a list of products or services presented in a visual

and/or verbal way. It may be printed or electronically stored

on a disk, a CD-ROM or a database, or even be visualized on

a website, where the pages can be virtually turned.

Categorical imperative : the philosopher Kant’s ethical

principle that one should act in such a way that the action

taken under the circumstances could be a universal law of

behaviour for everyone facing those same circumstances.

Category spending : the advertising spending in a product

category.

Cause-related marketing or sponsorship : the support

of a social cause that a firm generates through financial

interactions with its customers.

Caveat emptor : an ethical view that any marketing action that

is legal is also ethical.

Caveat venditor : an ethical view which implies that the

maximisation of consumer satisfaction or well-being should

be the ultimate aim of marketing action.

Celebrity endorsement : Celebrities are used in marketing

communications to endorse a product.

Central-route processing : if motivation, ability and

opportunity to process a message are all high, the elaboration

likelihood is said to be high and consumers are expected to

engage in central route processing. This means that they are

willing to elaborate on the information, evaluate the

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