20 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
competitions
Advertising; Marketing communications
A sales promotion technique in which the consumer is offered prizes in return for solving some form of puzzle.
complex problem solving
Advertising; Marketing communications
Purchasing decisions in which the consumer will require additional information on which to base an evaluation of alternatives. Most often occurs where the capital outlay is great or the risk is high.
concept testing
Advertising; Marketing communications
A research procedure in which outline ideas are exposed to current and potential consumers to learn about their response.
comprehension
Advertising; Marketing communications
The creation of an understanding about a product, service, object or person.
category management
Advertising; Marketing communications
The responsibility for co-ordinating the activities of all the company’s brands within a particular market sector.
comparative advertising
Advertising; Marketing communications
The contrasting of one manufacturer’s products or services with those of another, either by naming the competitor or inferring its identity.
communication
Advertising; Marketing communications
The process of dissemination of information to establish shared meaning between the sender and the receiver.
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