Glossary

A

Advertising

A common misconception is that advertising encompasses all forms of promotional communication. Strictly speaking advertising relates to paid communications conveyed by a mass medium and is distinct from other forms of marketing communication, such as Public Relations, Sales Promotion and Direct Marketing.

B

Bias

Bias relates to errors that result in the sample not representing the population that they should represent. Bias can be caused by a number of factors including interviewer technique, questionnaire design, methodology, data entry, analysis etc

Biased sample

A biased sample is one that does not represent the population it is supposed to represent.

Brand

A brand is the unique name for a company, service or product and the provision of marketing support for that name. As part of the process blended tangible and intangible attributes will seek to differentiate the service, product or company.

Branding

Branding is the practice of generating a unique name for a company, service or product and the provision of marketing support for that name. As part of the process blended tangible and intangible attributes will seek to differentiate the service, product or company

Brand identity

Brand identity is the public presentation of the brand and includes brand name and visual appearance. The Brand identity is the key method of recognition and symbolises the differentiation of the brand to its competitors.

Brand manager

A brand manager is responsible for the overall marketing (especially promotion) of a specific brand. Brand managers are also sometimes known as product managers.

Brand mark

The brand mark is the visual part of a brand that can be seen but not spoken also known as the logo.

Brand name

The brand name is the verbal element of a brand that may include letters, numbers or words. See Brand Mark.

Brand positioning

The brand position is the place that a brand sits in relation to that of its competitors. All elements of the marketing mix are carefully manipulated to ensure that the target market see the brand as distinctive from the competition.

Brand Strategy

The brand strategy is a document that plans the development of a brand in order to meet its agreed objectives. The strategy must evolve from the brand’s vision and be driven by the need to be different and clearly defined to a target audience. It should also seek to deliver a consistent brand experience underpinned by appropriate brand behaviours.

Brand Values

Brand values act as a guiding hand for brand behaviours and performance and are the principles by which a brand is governed.

Branding strategies

Branding strategies lay out the effective management of brands and can relate to a single company wide brand for all products, family branding or individual brand names for each product. see Corporate Branding; Family Brand; Individual Brand Name.

Brochures

A number of printed pages bound into a booklet form for informational purposes or promotion. Brochures are normally given away free of charge and may be either litho or digitally printed.

C

Corporate branding

Corporate branding is the association of the name of a company with an individual brand name in product marketing.

Corporate identity

Corporate identity is the visual identity of a company that it uses to differentiate itself from other organisations. The corporate identity will be seen in the form of logs, signage, interior design etc.

Corporate image

Corporate image is the image generated in the minds eye when mentioning a company’s name. The corporate image is intangible and may be altered by the use of public relations either positively or negatively.

Corporate literature

Corporate literature encompass a company’s advertising material and include items such as leaflets, brochures, flyers, pamphlets, and booklets etc.

Corporate logo

The corporate logo is a design that visually represents an organisation.

D

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E

E-Commerce

E-commerce is the ability to sell services and products over the Internet. Your e-commerce operation will encompass a number of features typically a merchant account, a secure server, a shopping cart program etc.

Email Marketing

Email marketing (or e-mail marketing) is the use of email to send a targeted message, information or offer to a designated set of customers. Email is a powerful ‘push’ method for online marketers as opposed to the pull medium of websites, but due to the rise of SPAM, it is essential to use full opt-in list for email marketing to ensure ethical and legal compliance.

F

Face to face interview

Face to face interviewing is a method of administering a questionnaire that involves face to face interaction with the participant. There are two types of face to face interviews; the unstructured face to face interview and the structured face to face interview.

Family brand

The family brand is a single brand used to represent a range of products.

Flyer

A flyer is a low cost widely circulated printed matter used for promotional purposes.

G

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H

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I

Individual brand

The individual brand is a brand name used for a single product within a wider product range.

J

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K

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L

Leaflet

A leaflet is a printed piece of paper that may be either single or folded-over and made into four pages.

Logo

A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark.

M

Marketing

The Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.

Methodology

The methodology is the research procedures employed to achive the research objectives. It is also the title of the section in a final research report that outlines the approach used for that particular research project.

N

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O

On line interview

An online interview is a method of administering a questionnaire using online technology.

P

Phishing

This is where electronic communications are used in order to obtain bank account numbers, passwords and other information by pretending to be an well-known financial instritutuion, for example. And then using the information for fraudulent purposes.

Population

The population is the total number of people in a group that are the focus of a research project and can relate to geographical factors or more specialist factors. They may also be known as the universe and will have a number of characteristics in common.

Q

Quantitative

Quantitative is a research methodology that quantifies data and usually applies statistical analysis.

Questionnaire

The Questionnaire consits of a number of questions carefully constructed to collect relevant data and allowing the data to be comparable. Importantly a questionnaire should be designed in such a way to minimise bias and includes the framing of questions in such a way to reduce questionnaire fatigue. Questionnaire design is a specialist skill.

R

Respondent

The respondent is the individual who answers questions posed in a questionnaire. They may also be know as a participant or subject.

Response rate

The response rate is the number of interviews in relation to the total the number of contacts. For example 60 respondents from a total population of 100 contacts equals a response rate of 60%.

S

Satisfaction Survey

A survey designed to identify satisfaction levels of typically employees or customers. Normally gathers both qualitative and quantitive information and identifies strengths and weaknesses of the interactions between the respondent and the commissioning body. Particualrly effective when undertaken by a third party.

T

Telephone interview

Telephone interviewing is the method of administering a questionnaire over the telephone rather than face to face or online.

U

Universe

The universe is the total group of people from which a research sample is achieved.

V

Verbatim

Verbatims are the actual comments made by a respondent and can be used in final research reports to underpin results. They provide qualitative data which can enrich quantitative reports.

W

Website

A group of web files that start with a file called the home page. The home page will enable access via a navigation system to all other pages on the site. Web sites are hosted on Web servers and an idividual Web server normally hosts a number of small Web sites.

X

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Y

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Z

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