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Concise encyclopedia of advertising

Author: Kenneth E Clow; Donald Baack
Publisher: New York : Routledge, 2012. ©2005
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:

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.

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Genre/Form: Electronic books
Encyclopedias
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 9781315808697 1315808692
OCLC Number: 872682170
Notes: Originally published by Best Business Books and The Haworth Reference Press.
Description: 1 online resource (228 pages)
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, PhD, Donald Baack, PhD.

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