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?


U
Feature Description Illustration
Unambiguous support The company remedies the situation and takes full blame In the Tylenol poisoning scandal owner Johnson & Johnson accepted total liability
Unique associations Special links that the brand has other than function or use Manchester United FC has gained worldwide brand recognition, initially through the Munich Air Disaster and latterly through achievements
Unique selling personality Uncommon term, used to describe a key element of a brand's personality
Unique selling proposition  or point (USP) Single, clear and unequivocal selling proposition. The compelling reason (of a unique feature or unique benefit) for using the brand against the competition. Term coined by Rosser Reeves Panasonic Lumix cameras are linked with fun, usability and creativity http://www.youtube.com/watch?v=aacnvxFDIBs
Duracell batteries last longer than others http://www.youtube.com/watch?v=TYPuN6wJC9E
Halstead Flooring lasts longer than other industrial floor coverings
Unitised communications An uncommon term, used here to distinguish between marketing communications that promote the organisation as a whole (corporate communications) and those that promote parts or units of the organisation, such as its goods, services, brands, individuals or sections
Unplanned purchases Occur when the consumer is reminded of a purchase need or purchase motivation in the store ‘Oh, that’s right, I need new batteries for the remote control’
Up-selling and cross-selling Moving customers ‘up’ to higher ticket price brands or moving customers to other product categories In 2009, BMW resisted pressure to compete on price by offering customers a free ‘trade up’ to the next level in the BMW series
Usage complements Products that are consumed or used together
Usage occasions Specific times demarcated by time, season or ritual event Weddings, Christmas, summer holidays
Use Suggested utility claim The product is King with Bang & Olufsen hi-fi products, made from the best materials, and craftsmanship to allow customers to ‘watch, listen, and be inspired’
User-based fit Sponsorship is congruent with target audience Financial service institute CGNU sponsoring national cricket games because they share the same target audience
User-generated materials Communications sometimes subverting original ads, sometimes augmenting them, created by users of social network sites to pass any marketing message to other individual consumers Cadbury’s ‘Gorilla’ was created in the style of an Internet viral ad which allowed users to reinvent the ad and post it to YouTube and other sites gaining extra discussion and positive reaction http://www.youtube.com/watch?v=TnzFRV1LwIo
User-generated website Online space allowing consumers to ‘mash up’ company materials or create original contribution
User imagery Image projected by brand users See Stella Artois case study
Utilitarian consumption Basic product benefits which fulfil functional needs (e.g. quenching one’s thirst)
Utilities The functional benefits of a product