i-Coach
Online support service for marketing students and delegates, offering online tutorials, case studies and exercises
In-Company Training
Training programmes specially tailored to meet company requirements for groups of 6 or more people from the same company
Inducements
Incentives offered to overcome resistance to purchase, for example ’special offers’ or money-back guarantees.
Hard sell
Sales behaviour that can be interpreted by the customer as aggressive or which places undue pressure on the customer.
Horizon Scanning
Exploration of future developments, opportunities and threats. Horizon scanning may explore existing issues and trends, as well as identifying new or potential issues.
Geodemographics
A method of analysis combining geographic and demographic variables For an example, see ‘ACORN’
GLAM
Greying, Leisured, Affluent, Middle-aged – a demographic grouping.
Grey Market
Sometimes called ’silver market’. Term used to define population over a certain age – usually 65
FAST Marketing
Focused Advertising Sampling Technique: an approach concentrating promotions into a short space of time to saturate the market.
Fax Preference Service (FPS)
A database of business and individual telecoms subscribers who have elected not to receive unsolicited direct marketing faxes.
Field Marketing
The practice of sending representatives or agents to retail outlets with a view to building brand and supporting sales. They may for example conduct in-store promotions, set up point of sale displays, and ensure that products are displayed to best advantage.
Early Adopters
See ‘Adopter Categories’.
Early Majority
See ‘Adopter Categories’.
E-Commerce (Electronic Commerce)
Any business transaction that takes place via electronic platforms.
E-commerce or E-marketing
Marketing conducted electronically, usually over the Internet.
DAGMAR
Defining Advertising Goals for Measured Advertising Response – a model for planning advertising in such a way that its success can be quantitatively monitored
Data Cleansing
Correcting or removing old, corrupt or inaccurate data.
Data Fusion
Combining information from different sources to obtain information of greater quality for the end user.
CAPI
Computer-Assisted Personal Interviewing or Computer-Aided Personal Interviewing. Face-to-face interviews using computer-based questionnaires.
Cartel
A number of organisations operating in a market to minimise competition or achieve control of the market.
Cash Cow
See ‘Boston Matrix’.
Balanced Scorecard
A technique allowing a company to monitor and manage performance against defined objectives. Measurements might typically cover financial performance, customer value, internal business process, innovation performance and employee performance.
Banner Adverts
Adverts on web pages used to build brand awareness or drive traffic to the advertisers own website.
ABC1C2DE
National Readership Survey terms to define reading demographic groups ie: A = Upper middle class, higher managerial, administrative or professional.
Abortion
A product with a low market share of a new market.
Above the Line
Advertising for which a payment is made and for which commission is paid to the advertising agency. See also ‘below the line’ and ‘push versus pull promotion’