Marketiing Gllossary

Ladder of Loyalty A marketing communications tool that aims to move a consumer along a path from a prospect (“not yet purchased”) to advocat...

Macro Environment The external factors which affect a company's planning and performance, and are beyond its control: forexample, socio-...

National Change of Address (NCOA) Database that helps locate forwarding addresses. National Readership Survey (NRS) A commercial organisatio...

Objectives A company's defined and measurable aims for a given period. Offensive Marketing A competitive marketing strategy, the purpose...

Packaging Material used to protect goods; also an opportunity to present the brand and logo. PANSES Politically Active and Not Seeking Emplo...

Qualitative Research Market research that does not use numerical data but relies on interviews, 'focus groups', 'repertory grid...

R & D Research and development. RAJAR Radio Joint Audience Research Operates a single audience measurement system for the radio industry...