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
Zapping Avoiding network TV ads by changing channels
Zero budgeting Expenditure has to be justified before approval. Based on how much a specific input will cost to achieve a specific outcome and how appropriate that expenditure is likely to be