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Concise encyclopedia of advertising

Author: Kenneth E Clow; Donald Baack
Publisher: New York : Best Business Books : Haworth Reference Press, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"From Alternative Media to the Wheeler-Lea Amendment, this book is a reference of the vocabulary unique to the advertising industry. The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point compilation of terms used in advertising. It provides brief, easy-to-understand definitions and explanations of common advertising terms and covers all major concepts used in the industry."--Jacket.
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Genre/Form: Encyclopedias
Encyclopédies
Additional Physical Format: Online version:
Clow, Kenneth E.
Concise encyclopedia of advertising.
New York : Best Business Books : The Haworth Reference Press, ©2005
(OCoLC)649573382
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 0789022109 9780789022103 0789022117 9780789022110
OCLC Number: 55633547
Description: xiii, 213 pages ; 23 cm
Contents: Preface --
Ability to Search --
Acceleration Principle --
Account Executive --
Action-Inducing Conative Message Strategy --
Adaptation --
Administrative Complaint --
Advertising Agency Selection --
Advertising Appeals --
Advertising Campaign Management --
Affect Referral --
Affective Components of Attitudes --
Affective Message Strategies --
Aided Recall --
Alternative Media --
Animation Execution --
Appeals (Advertising) --
Attitude --
Attitude or Opinion Tests --
Attribute Positioning --
Authoritative Execution --
Behavioral Evaluation of Advertisements --
Benefit Segmentation --
Better Business Bureau --
Brand --
Brand Equity --
Brand Extension --
Brand Image --
Brand Loyal Consumers --
Brand Message Strategies --
Brand Parity --
Brand Positioning --
Brand Spiraling --
Business Buying Centers --
Business-to-Business Buying Process --
Business-to-Business Segmentation --
Buyers --
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 Strategies --
Communication --
Communication Market Analysis --
Comparative Message Strategy --
Competitive Analysis --
Competitor Positioning Strategy --
Complementary Branding --
Comprehension Test --
Conative (Component of Attitude) --
Conative Message Strategies --
Concept Testing --
Conjunctive Heuristics --
Consent Order --
Constraints --
Consumer Decision-Making Process --
Consumer Promotions --
Contests and Sweepstakes --
Continuity --
Cooperative Advertising Program --
Cooperative Branding --
Copytesting --
Corporate Advertising --
Corporate Image --
Corporate Logo --
Corrective Advertising --
Cost per Thousand (CPM) --
Cost per Rating Point --
Coupons --
Creative Brief --
Creatives --
Cultural Symbol Positioning Strategy --
Customer Analysis --
Cyberbait --
Day-After Recall (DAR) --
Decay Effects --
Deceptive and Misleading Advertisements --
Deciders --
Decoding --
Decorative Motifs --
Demographics --
Demonstration Execution --
Derived Demand --
Direct Marketing --
Dramatization Execution --
Dual Channel Marketing --
Effective Frequency and Effective Reach --
Elaboration Likelihood Model (ELM) --
Encoding Process --
Emotional Appeals --
Emotional Message Strategy --
Emotional Reaction Tests --
Evaluation of Alternatives (Purchasing Decision Process) --
Evaluation Criteria of Advertisements --
Evoked Set --
Executional Framework --
Expert Authority --
External Search --
Event Marketing --
Family Brand --
Family Life Cycle --
Fantasy Execution --
Fear Appeal --
Federal Communications Commission (FCC) --
Federal Trade Commission --
Flanker Brands --
Flighting Schedule (Advertising Campaign) --
Focus Groups --
Food and Drug Administration (FDA) --
Free Standing Inserts (FSI) --
Frequency --
Gatekeeper --
Generation X --
Generic Message Strategy --
Geodemographic Segmentation --
Geographic Segmentation --
Globally Integrated Marketing Communications --
Green Marketing --
Gross Impressions --
Gross Rating Points (GRP) --
Hedonic, Experiential Model (HEM) --
Heredity and Home Environment --
Hierarchy of Effects Model --
Humor Appeals --
Hyperbole Message Strategy --
Identification --
Image --
Impression Management --
Impressions --
Impulse Decisions --
Influencers --
Information Search --
Informative Execution --
Ingredient Branding --
Integrated Marketing Communications --
Internet Advertising --
Interstitial Advertising --
Intrusion Value --
Involvement --
Joint Demand --
Leverage Points --
Magazine Advertising --
Market Segmentation --
Marketing Mix --
Means-Ends Conceptualization of Components for Advertising Strategy (MECCAS) --
Means-Ends Theory --
Media Buyers --
Media Mix --
Media Multiplier Effect --
Media Planners --
Media Planning --
Media Service Companies --
Media Strategy --
Message Evaluations --
Message Strategy --
Message Theme --
Modified Re-Buy --
Motivation (Information Search) --
Multiattribute Approach --
Musical Appeals --
National Advertising Division (NAD) --
National Advertising Review Board (NARB) --
New Task Purchases --
Newspaper Advertising --
Noise --
Opinion Tests --
Opportunity Analysis --
Outdoor Advertising --
Persuasion --
Persuasion Analysis Evaluation --
Physiological Arousal Tests --
Point-of-Purchase Advertising --
Portfolio Tests --
Positioning Strategies --
Positioning Advertising Copytesting (PACT) --
Postpurchase Evaluation --
Pre- and Posttest Analysis --
Preemptive Message Strategy --
Premiums --
Price-Quality Relationship Positioning Strategy --
Private Brands --
Problem Recognition --
Product Class Positioning Strategy --
Product User Positioning Strategy --
Promotional Message Strategy --
Psychogalvanometer --
Psychographics --
Public Relations --
Puffery --
Pulsating Schedule of Advertising --
Pupillometric Meter --
Purchase Decision --
Radio Advertising --
Ratings --
Rational Appeals --
Reach --
Reaction Tests --
Recall Tests --
Receiver --
Recency Theory --
Recognition Tests --
Resonance Message Strategy --
Sales Promotions --
Sales-Response Function Curve --
Scarcity Appeals --
Segmentation by Age --
Segmentation by Ethnic Heritage --
Segmentation by Gender --
Segmentation by Generations --
Segmentation by Geographic Area --
Segmentation by Income --
Segmentation by Industry --
Segmentation by Product Usage --
Segmentation by Size --
Sender --
Severity --
Sex Appeal --
Similarity --
Slice-of-Life Execution --
Social Responsibility Advertising --
Source Characteristics --
Specialty Advertising --
Spokespersons and Sources --
Sponsorship Marketing --
Standardization --
Straight Re-Buy --
Stereotyping --
Stimulus Codability --
Storyboard --
Substantiation (of Advertising Claims) --
Sweepstakes --
Tag Line --
Target Market Analysis --
Television Advertising --
Testimonial Execution --
Theater Tests --
Three-Exposure Hypothesis --
Threshold Effects --
Top Choice --
Top of Mind Brand --
Trade Regulation Rulings --
Trade Promotions --
Traffic Manager --
Transmission Device --
Unaided Recall --
Unique Selling Proposition Message Strategy --
Use or Application Positioning Strategy --
Utility --
Values --
Variability Theory --
Viral Marketing --
Visual Consistency --
Visual Esperanto --
Visual Images --
Vulnerability --
Warmth Meter --
Wheeler-Lea Amendment --
Appendix: Advertising Resources.
Responsibility: Kenneth E. Clow, Donald Baack.
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Abstract:

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.  Read more...

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