Key Terms and Definitions

Chapter 19

Communication channels: In communication theory, the ‘channel’ is defined as the path through which a message moves from sender to receiver. Pp 55

Direct marketing: “a form of marketing by which an organization seeks to generate a direct and measurable response to advertising which offers goods and services or information about them” (British Direct Marketing Association) pp 85

IMC: Integrated marketing communications – “ a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines and combines them to provide clarity, consistency and maximum communications impact through the seamless integration of discrete messages ” (AAAA).

Advertising: the placing of recognizable advertisements in definable advertising media at a published rate for the purchase of advertising space or advertising time. Pp5

Public relations: “the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics” ( Institute of Public Relations). In everyday usage, the term is often employed interchangeably with publicity. Pp207

Publicity: publicity entails the delivery of information to the news media in the hope that it will be judged newsworthy and therefore mentioned editorially at no charge. Pp207

Low involvement goods: goods which are bought routinely by the consumer without much thought, search or purchase time (pp144).

High involvement products: goods which possess a particularly high salience for the individual as they are perceived as being important in expressing the individual’s personality and in helping them achieve personal goals (pp115)

Communication process : “ the process of establishing a commonness or oneness of thought between a sender and a receiver” ( Schramm, 1955).

AIDA: An acronym for Attention, Interest, Desire and Action, a hierarchy-of-effects model first proposed by Strong in 1924. pp15