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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
Database:WorldCat
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 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: 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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