598 GLOSSARYpotential of a company. A crucial objective towards these
audiences is to build and maintain the confidence that is
necessary to give the company an image of an interesting
investment.
Fishbein model : a model of attitude formation in which
brand attitudes are made up of three elements: relevant
product attributes, the extent to which one believes the
brand possesses these attributes, and the evaluation of these
attributes or how good/bad one thinks it is for a brand to
possess these attributes. More specifically, brand attitude is
represented by the weighted sum of the products of brand
beliefs and attribute evaluations.
Flanker brand : follows a similar price–profit ratio as the
bastion brand, is also characterised by a high psycho-social
meaning and perceived performance level, but usually appeals
to a different, smaller market segment (niche).
Flighting advertising schedule : advertising concentrated in
only a few periods and not during the whole campaign period.
Flog : fake weblog, when firms develop a fake consumer blog
about the consumption of some product or service without
stating the company’s role in the communication.
Foot–Cone–Belding (FCB) grid : buying behaviour model in
which four different buying situations are distinguished,
based on two dimensions, i.e. the high–low involvement
and the think–feel dimension.
Free in-mail promotion : the customer receives a (nearly) free
gift in return for a proof of purchase which has to be sent to
the manufacturer.
Frequency : indicates how many times a consumer of the
target group, on average, is expected to be exposed to the
advertiser’s message within a specified time period.
Full market coverage : a company tries to target all customer
groups with all the products they need.
Gallup–Robinson Impact test : a recall test for print ads.
People are called and asked to recall as many ads as they can.
After that, a number of questions about the content of the
ads are asked: proved name registration, idea penetration
and conviction.
Generic advertising : campaigns that promote a whole
product category.
Generic brands : indicate the product category. In fact, the
concept is a contradiction in terms. Generics are in fact
brandless products.
Geographic segments : divides the market based
on continents, climate, nations, regions or
neighbourhoods.
Globalised communication campaign : see Standardised
campaign.
Glocalisation : ‘think global, act local’. The marketer has a
global vision and positioning, but adapts certain aspects of
the communications mix to the local context.
Golden rule : when faced with a decision that appears to have
ethical implications, act in a way that you would expect others
to act towards you.
Green marketing : the development and promotion of
products that are environmentally safe: biodegradable,
recycled, etc.Gross Rating Points (GRP) : gross reach of an advertising
campaign expressed as a percentage of the target group.
The weight of a campaign is typically expressed by GRP.
Gross reach : the sum of the number of contacts in the target
group that an advertising campaign reaches, regardless of
how many times an individual is reached. In other words, a
person who is reached by medium x and medium y counts
as two.
Heuristic evaluation : when consumers do not have the time
to compare all available brands on relevant attributes, they
may infer from one specific attribute that the brand is a
high-quality brand and therefore form a positive attitude
towards it.
Hierarchy-of-effects model : a model of consumer behaviour
that assumes that things have to happen in a certain order,
implying that the earlier effects form necessary conditions in
order for the later effects to occur. According to the traditional
hierarchy-of-effects models, consumers go through three
different stages in responding to marketing communications,
namely a cognitive, an affective and a conative stage, or a
think–feel–do sequence.
High-context cultures : cultures in which words are one part
of the message, the other part is formed by body language
and the context, i.e. the social setting, the importance and
knowledge of the person.
Historical comparison budgeting : budgeting based on what
has been spent in previous periods, possibly adjusted as a
function of changed circumstances.
Honest and truthful marketing communications : those that
do not exploit inexperience or lack of knowledge of
consumers; no claims should be made which are inaccurate,
ambiguous or intended to mislead whether through explicit
statement or through omission.
Horizontal trade fairs : exhibitors from one single industry
exhibit their products and services to professional target
groups, such as sales agents or distributors, from different
industries.
Humorous advertising : an appeal created with the intent to
make people laugh, irrespective of the fact that the humour is
successful (people indeed perceive the ad as humorous) or
unsuccessful (people do not think the ad is funny).
Idea advertising : when mostly not-for-profit organisations
promote ideas.
Image or theme communications : the advertiser tries to
improve relations with target groups, increase customer
satisfaction or reinforce brand awareness, brand attitude,
brand image and brand preference.
Inbound telemarketing : interested customers or prospects
use the phone to contact the company and ask for product
information, order a product, ask for help with a problem or
file a complaint (incoming calls).
Income proportion budgeting : a pre-specified proportion
of margin or sales is devoted to marketing
communications.
Indirect public relations : tries to reach stakeholders of
interest indirectly through other publics. In that respect,
employees, consultants and especially the media can be
considered as indirect PR audiences.Z01_PELS3221_05_SE_GLOS.indd 598Z01_PELS3221_05_SE_GLOS.indd 598 3/6/13 4:01 PM3/6/13 4:01 PM