| advertising | Nonpersonal, paid announcements by an identified sponsor.
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| brand | A perception resulting from experiences with, and information about, a company or a line of products.
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| brand equity | The intangible value of a brand.
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| brand message | Information and experiences that impact how customers and other stakeholders perceive a brand.
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| customer service | (1) A company's attitude and behavior during interactions with customers. (2) The process of managing customers' interactive experiences with a brand.
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| direct marketing | (1) A data-driven marketing approach that combines demand creation with fulfillment. (2) An interactive, database-driven messaging system that uses a range of media to motivate a response from customers and prospects.
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| event | A highly targeted brand-associated activity designed to actively engage customers and prospects and generate publicity.
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| integrated marketing communication (IMC) | A process for managing the brand messages that impact customer relationships.
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| integration | Uniting and unifying separate parts to create synergy.
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| marketing communication (MC) | A collective term for all the various types of planned messages used to build a brand.
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| marketing communication mix | The selection of MC functions used at a given time as part of a marketing program.
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| media | Means by which the various types of MC messages are sent and received.
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| packaging | A container and conveyor of information.
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| personal selling | (1) Interpersonal communication in which a salesperson uncovers and satisfies the needs of a customer to the mutual benefit of both. (2) Two-way communication that uncovers and satisfies the needs of prospects, providing mutual, long-term benefits for both parties.
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| public relations | (1) Communication activities that help an organization and its publics adapt mutually to each other. (2) A communication function used to promote mutual understanding between an organization and its various stakeholder groups.
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| publicity | See brand publicity.
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| sales promotion | (1) A short-term, added-value offer designed to motivate an immediate response. (2) A tangible added value designed to motivate and accelerate a response.
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| sponsorship | Financial support of an organization, person, or activity in exchange for brand publicity and association.
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| synergy | An interaction of individual parts that makes the "whole" greater than the sum of its parts.
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