An employee in advertising or PR agency, who is tasked with day-to-day support of a particular customer's account with a business, and who serves as the primary point of contact between the customer and the company. The account manager position can provide customer support, technical support, planning and optimization for the account, as well as developing a relationship with the customer. AM is supervised by Client service manager.

Proceeds in order to assess the effectiveness of current internal communication practices and develop a baseline for future assessment.

Short meeting with journalists held usually at the end of an action. It serves for providing promptly the information on the outcome of the negotiations and the positions involved.

Advertising slogans are short, often memorable phrases used in advertising campaigns and marketing communication.Together with company logo or product creates one of the mandatories which must be included in all marcom communications (ads, direct marketing, POS materials etc.) They are claimed to be the most effective means of drawing attention to one or more aspects of a product. Often used as a secondary sentence attached to a brand name. Its purpose is to emphasize a phrase that the company wishes to be remembered by, particularly for marketing a specific corporate image or connection to a product or consumer base.

Community relations refer to the various methods companies use to establish and maintain a mutually beneficial relationship with the communities in which they operate. The underlying principal of community relations is that when a company accepts its civic responsibility and takes an active interest in the well-being of its community, then it gains a number of long-term benefits in terms of community support, loyalty, and good will.

Is an integrated information system that is used to plan, schedule and control the presales and postsales activities in an organization. CRM embraces all aspects of dealing with prospects and customers, including the call center, sales force, marketing, technical support and field service. The primary goal of CRM is to improve long-term growth and profitability through a better understanding of customer behavior. CRM aims to provide more effective feedback and improved integration to better gauge the return on investment (ROI) in these areas.

Retail selling technique in which purchase of one item allows an automatic discount on a different but related product.

A marketing effort that uses a mail service to deliver a promotional printed piece to target audience. Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters. Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients.

E-marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media, especcialy e-mail, and more specifically the Internet. The terms e-marketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.

A set of written rules governing the various disciplines of marketing communications, typically issued by professional associations (eg, AKA, APRA etc.) or other associations operating in the role of a self-regulatory bodies (eg Council for advertising). The public relations code of ethics is called the Stockholm Charter ICCO adopted by the APRA member agencies. The ethical standard in advertising practice  is the Advertising Code of the Council for Advertising. Ethical standards are not enforceable,  members of professional associations commit themselves to voluntary compliance; violations of ethical standards can only be punished by exclusion from professional associations .

In marketing terminology also called "special event". One the of the public relations or sales promotion tools. Size, form and management is variable. From business meetings ( media roundtable) to larger events with formal programme structure ( press conference, dealer´s day, trade fairs, annual meetings, launch of new products etc.) and social events such as receptions, parties ets. Events focused on sales promotion of products or services should be part of marketing communication strategy.

The exchange of information and messages between an organization and other organizations, groups, or individuals outside its formal structure. The goals of external communication are to facilitate cooperation with groups such as suppliers, investors, and shareholders, and to present a favorable image of an organization and its products or services to potential and actual customers and to society at large. A variety of channels may be used for external communication, including face-to-face meetings, print or broadcast media, and electronic communication technologies such as the Internet. External communication includes the fields of PR, media relations, advertising, and marketing management.

The distinctive characteristics or personality of an organization, including corporate culture, values, and philosophy as perceived by those within the organization and presented to those outside. Company corporate identity is expressed through the name, symbols, and logos used by the organization, and the design of communication materials (specified in logo manuals), and is a factor influencing the corporate image of an organization. The creation of a strong corporate identity also involves consistency in the organization's actions, behavior, products, and brands, and often reflects the mission statement of an organization. A positive corporate identity can promote a sense of purpose and belonging within the organization and encourage employee commitment and involvement.

Is the communication(s) issued by a corporate / organization / body / institute to all its public(s). Publics here - can be both internal (employees, stakeholders, i.e - share and stock holders) and external (agencies, channel partners, media, government, industry bodies and institutes, educational institutes and general public).

The process of influencing public and government policy at all levels: federal, state, and local.One of the public relations tools also called Lobbying. Lobbying involves the advocacy of an interest that is affected, actually or potentially, by the decisions of government leaders. Individuals and interest groups alike can lobby governments, and governments can even lobby each other.

The joint planning, execution, and coordination of all areas of marketing communication. A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.

Communication between employees or departments across all levels or divisions of an organization. Internal communication is a form of corporate communication and can be formal or informal, upward, downward, or horizontal. It can take various forms such as team briefing, interviewing, employee or works councils, meetings, memos, an intranet, newsletters, the grapevine, and reports.

Proceeds in order to assess the effectiveness of current internal communication practices and develop a baseline for future assessment. Different type of communication audits have different pusrposes. General purpose is to compile a knowledge base on organisational communication.

The activities undertaken by an organization to communicate both internally with employees and externally with existing and prospective customers and the wider public. Corporate communication is sometimes used to refer principally to external communication and sometimes to internal communication, but strictly speaking covers both. The term implies an emphasis on promoting a sense of corporate identity and presenting a consistent and coherent corporate image.

Is generally considered a sub-specialty of the public relations profession that is designed to protect and defend an individual, company or organization facing a public challenge to its reputation. These challenges may come in the form of an investigation from a government agency, a criminal allegation, a media inquiry, a shareholders lawsuit, a violation of environmental regulations, or any of a number of other scenarios involving the legal, ethical, or financial standing of the entity.

Internal document that applies in crisis situations. Outlines a generic, basic crisis communication plan. A crisis is any situation that threatens the integrity or reputation of organization, usually brought on by adverse or negative media attention. These situations can be any kind of legal dispute, theft, accident, fire, flood or manmade disaster that could be attributed to organization. It can also be a situation where in the eyes of the media or general public the organization did not react to one of the above situations in the appropriate manner.

 

 

 

The convening of selected representatives of the media and opinion makers at a round table to explain , announce or expand on a particular subject or to distribute information or material for possible future use or to influence their opinion of the sponsoring organization. Part of round table sessions are often moderated debates.

Scientific discovery methods applied to marketing decision making. It generally comprises of Market research: identification of a specific market and measurement of its size and other characteristics. Product research: identification of a need or want and the characteristic of the good or service that will satisfy it. Consumer research: identification of the preferences, motivations, and buying behavior of the targeted customer. Information for marketing research is collected from direct observation of the consumers (such as in retail stores), mail surveys, telephone or face-to-face interviews, and from published sources (such as demographic data). The main objective is to find a real need and fulfill it in a most cost effective and timely manner. Also called market research.

Objective and means of customer relationship management (CRM) is to obtain, maintain and strengthen customer loyalty to the brand or company and achieve a situation where a customer buys, when deciding between similar goods or services,  a brand he has developed a positive relationship with. To achive the situation where a positive relationship with the brand will enable us to increase the price of the product or service than functionally comparable products without discouraging customers from buying, and get a price premium.

The communication components of marketing, which include public relations, advertising, personal selling, and sales promotion.

Is the act of involvement with various media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner. Typically, media relations involve coordinating directly with the people responsible for producing the news and features in the mass media. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising.

The complete analysis and execution of the media component of a campaign.

These usually include advertising in traditional media. In recent years, the development of the Internet and interactive media have blurred this line.

The testing and evaluation of advertising effectiveness after the audience is exposed to the advertising/ campaign in the marketplace to assess its impact and effects.

One of media relations tools. Organizing trip for selected representatives of media in order to show / introduce them new product or service ( excursions, fair trades ets.). Expances are usually paid by organizer which is sometimes reason for refusal.

Testing of copy, design, marketing strategies, research methodology, or any other element of a campaign before launching. Pretesting is performed to determine which execution of a campaign is most productive and/or if the chosen research design is optimal. Alsocould be define as testing of the potential communication effectiveness of advertising messages before they are exposed to audiences as part of a regular media schedule. Advertisers often expose versions of advertising messages that are under development to small samples of audience members to examine the extent to which the intended message is likely to be conveyed.

Deals with the first of the "4P"'s of marketing, which are Product, Pricing, Place, and Promotion. Product marketing, as opposed to product management, deals with more outbound marketing tasks. For example, product management deals with the nuts and bolts of product development within a firm, whereas product marketing deals with marketing the product to prospects, customers, and others.

Selling goods and services without the aid of wholesaler or retailer. Includes direct-response advertising and advertising for leads for sales people. Also direct door-to-door selling. Uses many media: direct mail, publications, TV, radio.

The discipline of managing relationships with publics that can affect an organization’s future; communication with various internal and external publics to create an image for a product or corporation.

Coordinated series of linked advertisements (broadcast usually through several media channels) that (1) focus on a common theme and one or few brands or products, (2) are directed at a particular segment of the population (targeted audience), and (3) are aimed at achieving a specific objective (such as awareness or market share). Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years.

Specific print or electronic medium employed in an advertising campaign.

To repack, redesign, product or product line packaging. Ussualy part of product relaunch or repositioning.

A retainer fee is a fixed amount of money that a client agrees to pay, in advance, to secure the services of a consultant/ agency. The fee is typically not associated with the success of a project or based on achieving particular results. A retainer is often paid in a single, lump sum, or on an ongoing basis (typically monthly or quarterly).

Sales activities that supplement both personal selling and marketing, coordinate the two, and help to make them effective. For example, displays are sales promotions. More loosely, the combination of personal selling, advertising, and all supplementary selling activities.

Segmentation is essentially the identification of subsets of buyers within a market that share similar needs and demonstrate similar buyer behavior. The world is made up of billions of buyers with their own sets of needs and behavior. Segmentation aims to match groups of purchasers with the same set of needs and buyer behavior. Such a group is known as a 'segment'. Think of your market as an orange, with a series of connected but distinctive segments, each with their own profile.

Final financial reward to be payable under certain conditions, after achieving measurable goals. Success fee is included in client payment to the agency. Success fee can be also expressed in negative form, as a discount off in a case of insufficient success of the event.

The convening of representatives of the media by a person or organization to explain, announce, or expand on a particular subject.

A spokesperson is usually a member of a company's marketing department, another company employee (the CEO or a corporate communications director), or a member of a public relations firm hired by the company. Their task is to present a professional "face" and consistent message for the company in media interviews. A spokesperson can also be a celebrity hired to increase the visibility or reputation of a company in the media. Additionally, industries often have spokespeople who are experts called upon by press to represent said industry.

Marketing program designed to enhance brand loyalty by cultivating an ongoing relationship between a marketer and his customer. Successful loyalty programs encourage the consumer to buy frequently, to increase the amount spent each time, and to concentrate all or most of their related purchases on that brand. Most loyalty programs offer perks for membership in a club or program and reward purchases. Rewards may be based on the dollar value of purchases made or on the frequency of purchases. The most well-known loyalty programs are airline frequent-flyer programs that offer discounts against future travel called award miles. Most large supermarket chains now have frequent-buyer clubs that offer no-coupon discounts as well as newsletters and affiliate discounts. Loyalty program tactics also include regular communication with customers such as reminder mailings, private credit cards, cross-sell and up-sell offers, satisfaction and opinion surveys, and collection of information for member databases.