During my career as an academic teacher, I realised that it is of vital importance to share a common understanding of specialised terminology, especially in English for foreign students which will support them in explaining field related concepts.
5-W’s model of communication
A model of the communications process that contains five basics elements: who? (source), says what? (message), in what way? (channel), to whom? (receiver), and with what effect? (feedback).
Advertising
noun
Non-personal, one-way mass messages paid for by an identified sponsor and disseminated to a broad audience in order to influence or change their behaviour.
Example: The marketing focus should be more towards securing distribution channels and advertising using real data that proves the effectiveness of the products.
en: Publicité
Advertising exposure
The number of individuals exposed to the advertising
Advertising perception
The number of individuals noticing the advertising
AIDA model
A model that depicts the successive stages a buyer passes through in the personal selling process including: Attention, Interest, Desire, and Action.
Attitude
In psychology, attitude is a psychological construct, a mental and emotional entity that inheres in or characterises a person. It comprises three components: cognitive-affective-conative (thinking-feeling-doing). An attitude is considered to be relatively enduring and results in a consistent response to given internal or external stimuli. Katz's four functions for attitudes: utilitarian function, value expressive function, knowledge function, ego-defence function.
Example: This fact may reflect an attitude by banks of allocating their assets (i.e. loans) relatively biased toward those with high collateral in order to protect themselves from those borrowers more subject to Asymmetric Information problems.
en: l' attitude
Communication
noun
The imparting or exchanging of information by speaking, writing or using some other medium.
Example: Buchanan & Boddy suggested that the change agent should manage three parallel agendas: Content - Technological competence within the organisation Control - Managing, monitoring, budgeting, etc Process - communication, consultation, negotiation, persuasion, etc Arguably, the process element of these agendas is most important, as the change agent should be able to negotiate and consult with managers and subordinates and most importantly be able to persuade people that the change is beneficial to them and the organisation.
en: la communication
Integrated Marketing Communications (IMC)
A concept of marketing communications planning that recognises the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines - for example, general advertising, direct response, sales promotion, and public relations -and combines these disciplines to provide clarity, consistency, and maximum communications impact (the "4As" definition).
Perception
noun
The way in which something is regarded, understood, or interpreted.
Example: Thus an increase in advertising expenditure from $1000 to $1500 will be needed to increase the customers` perception of the product.
en: la perception
Pull strategy
A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm aims to increase the demand for its products. In a pull marketing strategy, the goal is to make a consumer actively seek a product and get retailers to stock the product in response to direct consumer demand. B2C pull strategies are based on promotions aimed at creating consumer demand.
en: Stratégie pull
Push strategy
A push marketing strategy, also called a push promotional strategy, refers to a strategy in which a firm attempts to take its products to consumers – to “push” them onto consumers. Push marketing strategies are commonly used to gain and increase product exposure. B2B push strategies are based on promotions aimed at encouraging sales between organisations for the purpose of providing stock and service to fulfil demand stimulated by the consumer as the end user.
Example: The push strategy seems a direct and efficient method to enter.
