7 Terms
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Marketing communications
Of or related to the coordination of a single advertisement delivered through one or more channels such as print, radio, television, direct mail, and personal selling etc.
Industry: Advertising
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Marketing communications
contingency
Advertising; Marketing communications
A sum of money held in reserve to respond to unforeseen circumstances.
continuous advertising
Advertising; Marketing communications
A campaign of advertising over an extended period (usually at a low level of impact).
co-operative advertising
Advertising; Marketing communications
A programme in which the manufacturer pays an agreed percentage of the retailer’s advertising costs in return for the featuring of the manufacturer’s brand.
copy testing
Advertising; Marketing communications
The process of using market research to gain an understanding of consumer response towards an advertising proposition.
core values
Advertising; Marketing communications
The central values associated with a product or service.
corporate advertising
Advertising; Marketing communications
Campaigns created to promote awareness and understanding of a company.
corporate identity
Advertising; Marketing communications
The programme of communication and change that a company undertakes in order to communicate its values.
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