GLOSSARY 597An immediate response is possible via the Internet (e-mail/
website/social media), answering coupons, phone or a
personal visit of the customer to the store or retailer.
Direct opinion measurement test : a jury of customers is
exposed to a number of ads and asked to rate the ads on a
number of characteristics.
Direct public relations : aimed directly at the stakeholders of
interest.
Direct response print advertising or coupon advertising :
placing an advertisement in a newspaper or a magazine with
the following characteristics: direct feedback from the reader
(respondent) to the advertiser by returning a coupon, calling a
phone number, visiting a website, participating in a contest; a
clear link between the response (feedback) and the message
advertised; identification of the respondent.
Direct response television (DRTV) : television used as a
medium to generate reactions.
Distributive justice : ethical principle that holds that rewards
are allocated in proportion to the contribution made to
organisational ends.
Double-spotting : two spots are placed within the same
programme to increase the likelihood of obtaining the
effective frequency.
Dramatisation advertising : an advertisement similar to
slice-of-life advertising. Both first present a problem and
afterwards the solution, but a dramatisation builds suspense
and leads consumers to a climax.
Dual branding strategy : a branding strategy in which two
brand names are used.
Dual mediation model : the evaluation of an ad has not only
an immediate impact on the evaluation of the brand, but also
an indirect effect on brand attitude via brand cognitions. The
reasoning behind this model is that consumers who hold a
positive attitude towards the communication are more likely
to be receptive to arguments in favour of the brand advertised.
Dual or second screening : when people interact with their
TV via their PC.
E-communications : electronic ways to communicate
interactively with different stakeholders.
Effective frequency : the minimum number of exposures,
within a purchase cycle, considered necessary to motivate
the average prospect in the target audience to accomplish
an advertising objective.
Effective reach : the number of target consumers of an
advertising campaign who are expected to be exposed to
the advertiser’s message at an effective frequency level.
Effectiveness goals of communication : goals that should be
reached at the brand level: awareness, knowledge, brand
attitudes, buying intentions, sales, market share.
Elaboration Likelihood model (ELM) : a model that explains
how a message can lead to attitude change. The model is a
dual-processing model in that it distinguishes two routes to
persuasion, a central and a peripheral one, based on
motivation, ability and opportunity to process the message.
Emotional advertising appeals : advertisements whose main
purpose is to elicit affective responses and to convey an
image.Emotional selling proposition (ESP) : A non-functional
benefit used in marketing communications, usually a unique
psychological association to consumers.
Endorsement branding : two brand names of the same
company are used, one of them serving as a quality label or
endorsement.
Erotic advertising : an appeal that contains one or more of
the following elements: partial or complete nudity, physical
contact between two adults, sexy or provocatively dressed
person(s), provocative or seductive facial expression,
suggestive words or sexually laden music.
Ethics : principles that serve as operational guidelines for both
individuals and organisations.
Ethics code : an ethical view that strives for standards on the
basis of which companies’ and industries’ ethical performance
is judged, or at least to which they aspire. This set of
standards often contains ethical guidelines that go further
than the law.
Event marketing : using a number of elements of the
communications mix to create an event for the purpose of
reaching strategic marketing objectives.
Event-related sponsorship : sponsoring various types of
event-related phenomena, such as a soccer competition, a
team, an athlete, shirts, a golf tournament, skiing, a baseball
game, an exhibition, a series of concerts, a philharmonic
orchestra, an artist, a rock concert, a beach festival or an
annual traditional crafts exhibition.
Experiential hierarchy-of-effects model : consumers’ affective
responses towards a product lead them to buy it and, if
necessary, reflect on it later. This leads to an affective–
conative–cognitive sequence.
Expert endorsement : an advertising format in which an
expert appears who endorses and commends a product.
External public relations : directed towards various types of
external target groups. Three important types of external
corporate PR and PR target groups can be distinguished:
public affairs, financial and media PR.
Extra volume or BOGOF (Buy One Get One Free) promotion :
an extra quantity of the product is temporarily offered at the
same price.
Fear appeal advertising : an advertisement that refers the
consumer to a certain type of risk (threat) that he or she might
be exposed to and which he or she usually can reduce by buying
the product or avoiding the behaviour (coping efficacy).
Feminine culture : culture in which caring for others and
quality of life are central values.
Fighter brand : a brand sold at a lower price, situated between
the price of the bastion and discount brands. Its quality
perception is usually lower than that of the bastion and
flanker brands.
Financial brand equity : the financial value of the brand for the
company.
Financial public relations : directed towards financial
audiences, those groups that are potential shareholders,
investors or (potential) advisers to shareholders and
investors, such as financial consultants and banks. They are
vital for the establishment of the long-term money-raisingZ01_PELS3221_05_SE_GLOS.indd 597Z01_PELS3221_05_SE_GLOS.indd 597 3/6/13 4:01 PM3/6/13 4:01 PM