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C-c Advertising and Marketing Glossary > FREE Resources > Glossary: Advertising and Marketing > C-c

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“C” Glossary: Advertising and Marketing

Call Centre: a phone based business for telemarketing to incoming or outgoing calls. A highly efficient sales mechanic compared to face to face sales calls due to cost per contact and high service engagement via the phone.

Campaign: an interlinked series of communications of integrated marketing communications ‘mechanic’ to achieve marketing objectives.

Captive Advertising: a marketing/communication situation in which an audience are ‘captured’ during the transit and are likely to engage with the advertising. Trains, buses, trams, taxis transport terminals etc.

Catalogue Marketing: a form of below the line marketing or direct marketing where customers order from catalogues which are sent to them by mail. Generally the catalogue business does not have retail outlets.

CATI: Computer Assisted Telephone Interviewing, used for telemarketing research

Census: the collection of data from all possible sources in a population. In Australia the census is run by the Australian Bureau of Statistics.

Classified Advertising: print media advertising – which usually appears in newspapers. Currently under significant pressure from Internet advertising and sites like;, effectively lists similar goods and services together in categories under specific headings.

Clickstream: the path taken by website users as they click from one page to another or to another site via a web browser.

Clickstream Analysis: the analysis of statistical data provided by the log files stored a websites database with the path and pattern of visitors as they use the site. A tool to review this for FREE is Google Analytics.

Co-Branding: a brand management strategy in which two or more known brand names from different companies appear on the same product/service

Cold Calling: making an unsolicited sales call on a potential or existing client without an appointment

Commercial: a television advertisement also referred to in Australia as a TVC or television commercial

Commercialisation: the final stage of the new product development process to put the new product into full scale production. With Internet companies/services this is often referred to as monetisation.

Communication Process: the process by which a message, encoded by a sender, is transmitted through a medium/channel to a receiver, who encodes the message and provides feedback.

Competitive Advantage: a competency which one firm can do better than another to satisfy consumer/business needs and wants

Competitive Analysis: the analysis of the Strengths and Weaknesses of competing firms in a sector

Competitive Niche: a small segment in a market in which a company can compete effectively by servicing unique customer requirements profitably

Competitive Position: an entities position in its industry by size and business strength

Competitive Strategy: planning and activities intended to provide a company with an advantage over its competitors

Competitors: firms competing in the same market

Conjoint Analysis: a statistical technique used to determine the optimum combination of variables, often used in brand marketing research.

Consideration Set: alternatives which consumers/users actively consider and review before making their final purchase decision for a specific product or service

Consultative Selling: an approach to Face to Face (F2F) personal selling emphasising the role of the salesperson as business consultant. The salesperson provides consulting expertise to the buyer to identify requirements and fulfil within the company’s product range. The approach is relational over transactional in that both parties seeking to build long-term customer relationships leading to ongoing business.

Cookies: short pieces of coded text that are left on a website visitor’s computer by a web browser so that later visits by the user can be identified and the number of repeat visits counted. See Click stream.

Copyright: protection in law afforded to technologist, creatives, authors, inventors, musicians, artists, etc. in respect to the unique works and solutions they have created. Governed in Australia by IP Australia.

Corporate Logo: a mark, design, symbol, used to uniquely identify, and reflect an appropriate image of a company or organisation

Customer Database: an organised collection containing comprehensive identifying information about individual customers and/or potential customers, such as; geo-demographics, lifestyle, age, sex, product and service preferences, past purchases, product enquiries and customer satisfaction levels; the database may be used for customer communications to generate sales, customer loyalty, promote new products, or for internal research for segmentation to name a few.

Customer Lifetime Value: The difference between the total revenue received from a particular customer and the total cost of attracting, selling to, and servicing that customer over a given period of time. Largely driven by the service being sold and the sales cycles of the service/product provided.

Customer Satisfaction: the rating which assesses where customers are pleased, displeased with the product and is likely/less likely to re-purchase the same product from the same company again.

Customer Satisfaction Survey: the process of measuring of the level of customer satisfaction with a product, service or marketing programme, usually conducted by a customer

Customer Retention: a measure of customer satisfaction to track customer retention as a measure of their loyalty via purchase history

Customer Value: the customers perceived difference between the benefits and satisfaction derived from the products they buy and own and the costs involved in purchasing them