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|All Authors / Contributors:||
Kenneth E Clow; Donald Baack
|ISBN:||0789022109 9780789022103 0789022117 9780789022110|
|Description:||213 p. ; 25 cm.|
|Contents:||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|
|Responsibility:||edited by Kenneth E. Clow and Donald Baack.|