International Dictionary of Marketing and Communication
This dictionary covers marketing communications in the broadest sense, including advertising, but also extending to public relations which concerns many organizations not involved in marketing and which have little to do with advertising. Entries have bee
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Other books by Frank Jefkins Advertising Advertising Made Simple Advertising Today (third edition) Communication in Industrializing Countries (with Dr Frank Ugboajah) Dictionary of Marketing, Advertising and Public Relations Effective Marketing Strategy Effective Press Relations and House Journal Editing Effective PR Planning Effective Publicity Writing Introduction to Marketing, Advertising and Public Relations Modern Marketing Planned Press and Public Relations (second edition) Public Relations Public Relations for Management Success Public Relations for Marketing Management Public Relations is Your Business Public Relations Techniques Public Relations Made Simple This book is dedicated to my wife Frances
International Dictionary of Marketing and Communication by FRANK JEFKINS BSc(Econ), BA(Hons), MCAM, FIPR, ABC, FAIE
Blackie
Glasgow and London
Blackie and Son Ltd. Bishopbriggs Glasgow G64 2NZ 7 Leicester Place London WC2H 7BP (©) 1987 Blackie and Son Ltd. Softcover reprint of the hardcover 1st edition 1987
All rights reserved. No part of this publication may be reproduced. stored in a retrieval system. or transmitted. in any form or by any means. electronic, mechanical, recording or otherwise, without the prior permission of the Publishers. British Library Cataloguing in Publication Data
Jefkins, Frank International Dictionary of Marketing and Communication I. Marketing - Dictionaries. I. Title 658.8'003'21 HF 5412 ISBN-13: 978-1-4684-1525-4 e-ISBN-13: 978-1-4684-1523-0 DOI: 10.1007/978-1-4684-1523-0
Phototypesetting by Thomson Press (India) Limited, New Delhi
Preface This dictionary covers marketing communications in the broadest sense, including advertising, but also extending to public relations which concerns many organizations not involved in marketing and which have little to do with advertising. Entries have been gathered from around the world, and this dictionary will therefore be valuable to those operating in an international environment where different term~, or terms with different spellings, are used. There are also terms with different meanings, depending on their country of origin. For example, in the UK newspapers are called press media, while in the USA the term print media is more usual. In the UK, print usually applies to printed items, such as sales or edu!;;ational literature. Likewise, there are big differences between European and American broadcasting systems, and sponsored radio or TV can mean different things around the world. Outdoor advertising also has different terminology in different countries, especially in North America and the UK. In many cases, alternative British and American terms are given, while some are either European or American. Some terminology is specific to a certain country. Entries have been collected from all parts of the world, including the oramedia or folk media of the Third World. Financial terms have been included because of their increasing importance in advertising and public relations, and the dictionary reflects the increasing relevance of s
