600 GLOSSARYdiffer in their reactions to these stimuli from the members
of other segments.
Market specialisation : a company concentrates on one
market segment and sells different products to that group
of customers.
Marketing : the process of planning and executing the
conception, pricing, promotion and distribution of ideas,
goods and services to create and exchange value, and satisfy
individual and organisational objectives.
Marketing communications : all instruments by means of
which the company communicates with its target groups
and stakeholders to promote its products or the company
as a whole.
Marketing public relations : targeted at commercial
stakeholders, such as distributors, suppliers, competitors and
potential customers, and more in direct support of marketing
communications than corporate PR.
Masculine culture : culture in which assertiveness,
competitiveness and status are valued highly.
Masked identification test : advertising test in which part of
a print ad, usually the brand name, is covered. The subject is
asked if he or she recognises the ad, and if he or she knows
what brand it is for. Recognition and correct attribution scores
can then be calculated.
Mass communications : the message transfer takes place with
a number of receivers who cannot be identified, using mass
media to reach a broad audience.
Media mix : the way advertising spending is allocated across
different media.
Media plan : specifies which advertising media and vehicles
will be purchased when, at what price and with what
expected results. It includes such things as flow charts, the
names of specific magazines, reach and frequency estimates
and budgets.
Media public relations : developing and maintaining good
contacts with radio, television and the (trade) press.
Medium context of advertising : characteristics of the
content of the medium in which an ad is inserted, as
they are perceived by the individuals who are exposed
to the ad.
Medium selectivity : the extent to which a medium is
directed towards the target group. Medium selectivity
can be represented by a selectivity index showing how
well the target group is represented in the medium reach,
relative to the universe.
Mere exposure effect : prior mere exposure to stimuli (such as
brands) increases positive affect towards these stimuli.
Micro-sites : a temporary brand site that is used for a short
period during a product launch.
Mobile marketing or wireless advertising : all the activities
undertaken to communicate with customers through the use
of mobile devices to promote products and services by
providing information or offers.
Morals : beliefs or principles that individuals hold concerning
what is right and what is wrong.
Motivation (MAO factor) : willingness to engage in behaviour,
make decisions, pay attention, process information.Multi-branding : a brand strategy in which different brands are
used for products or product ranges in the same product
category.
MUSH sponsorship : sponsorship of good causes: Municipal,
University, Social, Hospital.
Net promoter score : based on the question ‘ To what degree
would you recommend the following brand to your family or
friends?’, measured on a 0–10-point scale. The net promoter
score is calculated by subtracting the percentage of people
scoring 0–6 from the percentage of people who scored 8–10.
Net reach : the sum of all people in the target group reached
at least once by an advertising campaign (a person reached
by both media x and y counts as one).
Non-addressable media : media by means of which it is not
possible to communicate individually with each customer or
prospect.
Objective-and-task budgeting analysis : starts from
communications objectives and the resources that are needed
to reach these planned goals. All needed investments are then
added and this will lead to the overall communications budget.
Off-invoice allowances : direct price reductions to the trade
during a limited period of time.
One-to-one marketing : getting the right product through the
right channel at the right moment to the right customer.
Online advertising : commercial messages on specific rented
spaces on websites of other companies.
Opportunity (MAO factor) : the extent to which the situation
enables a person to obtain the goal set.
Opportunity to see (OTS) : the average probability of
exposure that an average reached target consumer of an
advertising campaign has. It is calculated by dividing gross
reach by net reach.
Opt-in : a principle implying that receivers of e-mail have
voluntarily agreed to receive commercial e-mails about
topics that they find interesting. They do so by subscribing
on websites and checking a box.
Opt-out : a principle implying that receivers of e-mail have to
uncheck the box on a web page to prevent being put on an
e-mail list.
Ordinary decency : an ethical principle that means that lying,
cheating and coercion are always considered unethical.
Outbound telemarketing : the marketer is taking the initiative
to call clients or prospects (outgoing calls).
Outcomes rule : the ethical quality of a decision is judged in
terms of performance, rewards, satisfaction and feedback.
Outdoor advertising : media such as billboards and transit
media in the form of messages on buses, trams, in stations,
etc.
Output indicators of public relations effectiveness : measure
the result of the PR activity in terms of media coverage or
publicity. Examples of such measures are the press space or
television time devoted to the company, its events or brands,
the length of the stories, the tone and news value of the
headlines, readership/viewership levels, opportunity to see,
tone of coverage.
Overpositioning : extreme positioning on one benefit.Z01_PELS3221_05_SE_GLOS.indd 600Z01_PELS3221_05_SE_GLOS.indd 600 3/6/13 4:01 PM3/6/13 4:01 PM