Marketing Communications

596 GLOSSARY

to describe, remember and relate to it. It is the way the

company chooses to present itself to its relevant target

audiences by means of symbolism, communications and

behaviour.

Corporate image : the stakeholder’s perception of the way an

organisation presents itself. It is the result of the interaction of

all experiences, beliefs, feelings, knowledge and impressions

of each stakeholder about an organisation. It is a subjective

and multidimensional impression of the organisation.

Corporate personality : the values held by personnel

within the organisation, the collective, commonly shared

understanding of the organisation’s distinctive values and

characteristics. It encompasses corporate philosophy,

mission, strategy and principles.

Corporate public relations : mainly maintaining good relations

and creating goodwill with all kinds of audiences who may be

important for the company in the long run.

Corporate reputation : the evaluation or esteem in which an

organisation’s image is held. It is based on experience with

the company and/or exposure to communications, behaviour

and symbolism. While corporate image can be quite transient

and short-term in nature, corporate reputation is more firmly

embedded in the mind of an individual.

Corporate social responsibility (CSR) : also referred to as

‘corporate citizenship’. CSR is an idea that includes the social,

the economic and the environmental aspects of business

activity (‘triple bottom line’). It is the integration of social

and environmental values within a company’s core business

operations and an engagement with stakeholders to improve

the well-being of society.

Corporate strategy : long-term strategic objectives of a

company.

Corporate structure : organisational structure and brand

structure. Organisational structure is concerned with the lines

of communication and reporting responsibilities within the

organisation. It relates to the degree of centralisation and

decentralisation, and often has a major influence on brand

structure.

Corporate symbolism or corporate design : a consistent house

style on business cards, letter heads, vehicles, gifts, clothes,

equipment, packaging, etc. It is an integral part of the

corporate identity, or at least of the way in which it is made

visible.

Cost per thousand : calculated by dividing the cost of the

medium (the air cost of a 15- or 30-second commercial, the

cost of a one-page magazine ad, etc.) by the medium’s total

reach, expressed in thousands of contacts.

Cost per thousand in the target market : calculated by

dividing the cost of the medium (the air cost of a 15- or

30-second commercial, the cost of a one-page magazine ad,

etc.) by the medium’s useful reach in thousands contacts.

Coupons : vouchers representing a monetary value with which

the consumer can get a discount on a specific product.

Creative brief : a document provided by the advertiser that

forms the starting point for the advertising agency to develop

a campaign.

Creative idea : an original and imaginative thought designed to

produce goal-directed and problem-solving advertisements

and commercials, a proposition which makes it possible to

communicate a brand’s position in an original, attention-

getting, but easy-to-catch way.

Culture : the collective programming of the mind which

distinguishes the members of one group or category of

people from those of another.

DAGMAR model : a model that describes nine effects of

marketing communications that should be reached

consecutively: category need, brand awareness, brand

knowledge, brand attitude, purchase intention, purchase

facilitation, purchase, satisfaction, brand loyalty.

Database : a collection of interrelated data of customers and

prospects which can be used for different applications such

as analysis, individual selection, segmentation and customer

retention, loyalty and service supports.

Day After Recall (DAR) test : advertising post-test by means

of a telephone interview. A number of consumers are called.

They are asked to indicate which ads they saw on television

or heard on the radio the day before, within a certain product

category. Brand names are mentioned, and the respondent

has to indicate if he or she remembers having seen or heard

an ad for the brand. Additionally, a number of questions about

the ad content are asked.

Dealer loaders : additional materials are offered to the retailer

during a promotional campaign, for instance a refrigerator

during a soft drinks promotion. After the promotion, the

retailer can keep the extra equipment.

Decent marketing communications : those that do not contain

anything that is likely to cause widespread offence, fear or

distress.

Deceptive marketing communications : consumers are

deceived when there is a claim–fact discrepancy and the false

claim is believed by customers. Moreover, the message must

be misleading, i.e. representation, omission or practice that

is likely to mislead the customer, from the perspective of a

reasonable consumer, i.e. by a reasonable number of the

group to which the practice is targeted, and the deceptive

practice must be material, i.e. important and likely to impact

on consumers’ choice or conduct regarding the product and

thus relate to a central characteristic.

Deep brand awareness : the brand comes to mind easily and

enjoys high top-of-mind awareness.

Demographic segmentation : divides the market on the basis

of sex, age, family size, religion, birthplace, race, education,

income or social class.

Demonstration advertising : an advertisement in which

consumers are shown how a product works.

Deontological approach (idealism) : ethical principle that

focuses upon duties. Some actions are intrinsically right or

wrong.

Direct mail : written commercial messages, personally

addressed and sent by mail.

Direct marketing communications : contacting customers and

prospects in a direct way with the intention of generating an

immediate and measurable response or reaction. ‘Direct’

means using direct media such as mailings (including

e-mailings), catalogues, telephone or brochures, and not

through intermediaries such as dealers, retailers or sales staff.

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