Interactive Glossary

The Marketing Communications Glossary is included here to help you familiarise yourself with key words and descriptions. Using the website links and examples illustrated, examine how marketing communications has been applied by the various organisations in the different contexts. Evaluate how successful you think they have been in achieving their respective brand objectives. Can you think of any examples of your own?


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Feature Description Illustration
JICNARS Joint Industry Committee for National Readership Surveys. This body is responsible for producing the National Readership Survey
JICPAR Joint Industry Committee for Poster Audience Research. This body is now responsible for taking forward the new initiatives in poster audience research. OSCAR (Outdoor Site Classification and Audience Research) has been used in the industry for some years to classify poster sites on the basis of passers-by. This presumed that passers-by had an opportunity to see, and sites were classified as according to number of passers-by. POSTAR (Poster Audience Research), which came into force in February 1996) has now replaced OSCAR as a preferred measurement system. It covers 73,000 poster panels – the majority of all sites in the UK. It uses a measure of likelihood to see a poster panel and not just pass by it. What is now termed visibility-adjusted impact replaces the simple opportunity-to-see approach adopted by OSCAR. Transport advertising and tube advertising research are handled by other agencies
Joined-up thinking Term used by the Institute of Practitioners in Advertising to suggest evidence of a common thread or consistency seen running throughout a marketing communications campaign
Joining the brand and consumer conversation Encouraging ownership of brand narrative and facilitating user-generated content where possible
Joint or cooperative promotions Promotions undertaken jointly by two or more organisations for mutual benefit e.g. two or more manufacturers or service providers or manufacturer and trade intermediaries
Joint exhibitions Exhibitions, trade evenings and PR events which link manufacturer and distributor are an integral part of relationship building and sales promotion between manufacturer, distributor and retailers