| baseline | A quantifiable measure of the current situation (also called benchmark).
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| benchmark | See baseline.
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| breakeven analysis | A process used to evaluate a plan's costs versus the revenue it generates (also called payout planning).
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| budget | A fixed amount of money for a fixed period of time.
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| campaign | A set of MC messages with a common theme that runs for a specified period of time to achieve certain MC objectives.
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| employee empowerment | Giving front-line employees the resources to make decisions about problems that affect customer relationships.
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| extranet | (1) A limited-access computer network that links suppliers, distributors, and MC agencies to the company. (2) The network that connects employees with all key external stakeholders such as MC agencies, suppliers, and distributors.
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| internal marketing | The application of marketing inside the organization to instill customer-focused values.
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| intranet | (1) A computer network that is accessible only to employees and contains proprietary information. (2) A walled-off section of the larger internet to which only company employees have access.
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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 mix | A selection of media channels used to deliver brand messages.
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| objectives | What you want to accomplish.
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| return on investment (ROI) | A ratio of income to spending.
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| segmenting | Grouping customers or prospects according to common characteristics, needs, wants, or desires.
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| share-of-voice spending | A brand's portion of the total media spending in that brand's product category.
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| situation analysis | An analysis of marketplace conditions.
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| strategies | Ideas for how to accomplish objectives.
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| SWOT analysis | A structured evaluation of internal strengths and weaknesses and external opportunities and threats that can help or hurt a brand.
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| tactics | Specific actions that must be taken to execute a strategy.
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| targeting | Analyzing, evaluating, and prioritizing the market segments deemed most profitable to
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| zero-based planning | Determining objectives and strategies based on current brand and marketplace conditions, which are considered the zero points.
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