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?
|Qualitative research||Qualitative research is an in-depth, investigative approach with a discretion on the part of the interviewer to 'dig and delve' into the interviewees' responses as necessary. There are four methods of data collection commonly employed in qualitative research; depth interviews, duos interviews, focus groups and case histories. The aim of qualitative research is to find out what 'relevant others' think (e.g. target consumers about aspects of a possible TV ad), and to uncover whatever issues are important in the situation. Such an approach is only feasible on a relatively small sample, and there is deliberately no intention to measure anything, except in broad, relative terms. So, findings from such research are illustrated with 'flavoursome' quotes, rather than percentages. While the samples used may be deemed to be representative of the target market/audience, this does not mean representative in a statistical sense|
|Quality of Integration Assessment Profile||An approach used to assess the extent to which marketing communications are integrated across a range of dimensions. See also Continuum of integrated marketing communications.|
|Quality/Value||Actual intrinsic product quality or value of attribute||Intel Inside – inclusion of a state-of-the-art processor enhances PC quality
|Quantitative research||Quantitative research is designed to explain what is happening and the frequency of occurrence. It is an approach that has measurement as its main aim, and reported findings are usually illustrated with percentages. Of necessity, samples are relatively large in size, with the intention of creating statistical validity|
|Quasi-subliminal advertising||Messages which are contained in the programme (‘content captured’) have an almost sub-conscious impact on viewers||In Tom Clancy's Splinter Cell: Pandora Tomorrow agent Sam Fisher has to work out how to use his Sony Ericsson P900 Smartphone to progress www.sonyericsson.com/product/k500/video/|