Concise Encyclopedia of Advertising

ISBN-13: 9780789022110 / Angielski / Miękka / 2005 / 234 str.

Kenneth E. Clow; Beatrice Gehrmann

Opis

Covers all terms and examines all aspects of advertising. Laid out in an easy to use alphabetical format which allows you to effortlessly access and understand the information.

Spis treści

• Preface
  
• Ability to Search
  
• Acceleration Principle
  
• Account Executive
  
• Action-Inducing Conative Message Strategy
  
• Adaptation
  
• Administrative Complaint
  
• Advertising Agency Selection
  
• Advertising Appeal
  
• Advertising Campaign Management
  
• Affect Referral
  
• Affective (Component of Attitude)
  
• Affective Message Strategy
  
• Aided Recall
  
• Alternative Media
  
• Animation Execution
  
• Appeal (Advertising)
  
• Attitude
  
• Attitude or Opinion Test
  
• Attribute Positioning
  
• Authoritative Execution
  
• Behavioral Evaluation of Advertisements
  
• Benefit Segmentation
  
• Better Business Bureau
  
• Brand
  
• Brand Equity
  
• Brand Extension
  
• Brand Image
  
• Brand Message Strategy
  
• Brand Parity
  
• Brand Positioning
  
• Brand Spiraling
  
• Brand-Loyal Consumers
  
• Business Buying Center
  
• Business-to-Business Buying Process
  
• Business-to-Business Segmentation
  
• Buyer
  
• Buying Community
  
• Campaign Duration
  
• Carryover Effects
  
• Cause-Related Marketing
  
• Cease and Desist Order
  
• Children’s Advertising
  
• Clutter
  
• Co-Branding
  
• Cocooning
  
• Cognitive (Component of Attitude)
  
• Cognitive Dissonance
  
• Cognitive Mapping
  
• Cognitive Message Strategy
  
• Communication
  
• Communication Market Analysis
  
• Comparative Message Strategy
  
• Competitive Analysis
  
• Competitor Positioning Strategy
  
• Complementary Branding
  
• Comprehension Test
  
• Conative (Component of Attitude)
  
• Conative Message Strategy
  
• Concept Testing
  
• Conjunctive Heuristics
  
• Consent Order
  
• Constraint
  
• Consumer Decision-Making Process
  
• Consumer Promotion
  
• Contests and Sweepstakes
  
• Continuity
  
• Cooperative Advertising Program
  
• Cooperative Branding
  
• Copytesting
  
• Corporate Advertising
  
• Corporate Image
  
• Corporate Logo
  
• Corrective Advertising
  
• Cost per Rating Point
  
• Cost per Thousand
  
• Coupon
  
• Creative
  
• Creative Brief
  
• Cultural Symbol Positioning Strategy
  
• Customer Analysis
  
• Cyberbait
  
• Day-After Recall
  
• Decay Effects
  
• Deceptive and Misleading Advertisements
  
• Decider
  
• Decoding
  
• Decorative Model
  
• Demographics
  
• Demonstration Execution
  
• Derived Demand
  
• Direct Marketing
  
• Dramatization Execution
  
• Dual-Channel Marketing
  
• Effective Frequency and Effective Reach
  
• Elaboration Likelihood Model
  
• Encoding Process
  
• Emotional Appeal
  
• Emotional Message Strategy
  
• Emotional Reaction Test
  
• Evaluation of Alternatives (Purchasing Decision Process)
  
• Evaluation Criteria for Advertisements
  
• Event Marketing
  
• Evoked Set
  
• Executional Framework
  
• Expert Authority
  
• External Search
  
• Family Brand
  
• Family Life Cycle
  
• Fantasy Execution
  
• Fear Appeal
  
• Federal Communications Commission
  
• Federal Trade Commission
  
• Flanker Brand
  
• Flighting Schedule (Advertising Campaign)
  
• Focus Group
  
• Food and Drug Administration
  
• Freestanding Insert
  
• Frequency
  
• Gatekeeper
  
• Generation X
  
• Generic Message Strategy
  
• Geodemographic Segmentation
  
• Geographic Segmentation
  
• Globally Integrated Marketing Communications
  
• Green Marketing
  
• Gross Impressions
  
• Gross Rating Points
  
• Hedonic Experien

O autorze

Stevens, Robert E; Loudon, David L; Clow, Kenneth E.; Baack, Donald