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?

Feature Description Illustration
Key account management The process and procedures for managing key accounts
Key accounts Usually taken to mean a major customer, but can best apply to any customer that the organisation has determined to be significant for whatever reason
Key product meanings The core meanings of the product category
Knocking copy Text that offers negative or disparaging comments about someone or something else

Knowledge-based objectives

Aimed at gaining attention, stimulating awareness and encouraging interest