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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:   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."--BOOK 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, c2005
(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 p. ; 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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