1st Edition
Concise Encyclopedia of Advertising
228 Pages
by
Routledge
228 Pages
by
Routledge
228 Pages
by
Routledge
Also available as eBook on:
At your fingertips—find advertising terms and concepts quickly and easily in this A-Z reference guide! As with many institutions, advertising has developed its own vocabulary. While some terms and concepts may overlap with other areas, many are used in a particular way and have specific meanings in advertising. The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point... Read more
- 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
Biography
Stevens, Robert E; Loudon, David L; Clow, Kenneth E.; Baack, Donald
