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Format: 1 Online-Ressource (xi, 395 Seiten) , Illustrationen , 1 computer optical disc (4 3/4 in.) , 23 cm.

Edition: Online_Ausgabe Boulder, Colo NetLibrary 2003 E-Books von NetLibrary Sonstige Standardnummer des Gesamttitels: 22382847. - Student data on CD accompanying the text is also available on floppy disk from The Haworth Press. - Includes bibliographical references (p. 379-383) and index

ISBN: 0585484678

Note: This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student's research and analysis skills

Additional Edition: Reproduktion von Wrenn, Bruce Marketing research 2002

Language: English

Subjects: Economics

Keywords: Marketingforschung ; Fallstudiensammlung ; Electronic books. ; Electronic books. ; Electronic books. ; Electronic books ; Fallstudiensammlung

URL: Volltext

URL: Full text  (Click to View (Currently Only Available on Campus))

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URL: Volltext  (Deutschlandweit zugänglich)

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Format: 1 online resource (365 pages)

Edition: 3rd ed.

ISBN: 9780415899291 , 9781136593246

Content: Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research provides a comprehensive guide to students in designing, conducting and interpreting marketing research

Note: Cover -- The Essentials of Marketting Research -- Title Page -- Copyright Page -- Table of Contents -- About the Authors -- Acknowledgments -- PART I The Marketing Research Process and Decision Making -- 1 Introduction to Marketing Research -- 2 Ethics in Marketing Research -- PART II Secondary Data and Research Designs -- 3 Secondary Data -- 4 Research Designs: Exploratory and Qualitative Research -- 5 Research Design: Descriptive and Causal Research -- PART III Measurement, Data Collection, and Sampling -- 6 Measurement -- 7 Primary Data Collection -- 8 Designing the Data-gathering Instrument -- 9 Sampling Methods and Sample Size -- 10 Fielding the Data-gathering Instrument -- PART IV Data Analysis and Reporting -- 11 Analyzing and Interpreting Data for Decisions -- 12 Advanced Data Analysis -- 13 The Research Report -- PART V Cases -- Case 1 Lone Pine Kennel Club -- Case 2 Silver Jewelry Stores -- Case 3 Select Hotels of North America -- Case 4 River Pines School: A -- Case 5 River Pines School: B -- Case 6 Gary Branch, CPA -- Case 7 Juan Carlos' Mexican Restaurant -- Case 8 Usedcars.com -- Case 9 Welcome Home Church -- Case 10 The Learning Source -- Case 11 Madison County Country Club -- Case 12 Plasco, Incorporated -- Case 13 St John's School -- Case 14 The Webmasters -- Case 15 House of Topiary -- Case 16 Professional Home Inspection -- Case 17 Europska Databanka -- Case 18 Northside Chiropractic Services -- Case 19 Internet Versus Mail Surveys -- Case 20 Louisiana Purchase Gardens and Zoo -- Case 21 Mac's Sausage Company -- Case 22 The Online Marketplace -- Case 23 Victorian Rose Gift and Flower Shop -- Case 24 MCS Publishing Company -- Notes -- Index

Additional Edition: Print version Silver, Lawrence The Essentials of Marketing Research Oxford : Taylor & Francis Group,c2012 ISBN 9780415899291

Language: English

Keywords: Electronic books

URL: FULL  ((OIS Credentials Required))

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Format: 1 online resource (328 pages)

Edition: 1st ed.

ISBN: 9780789017697 , 9781135186647

Content: This essential book shows you how to design a strategic marketing plan for any brand, product, service, or business! It explains all of the major marketing disciplinesadvertising, budgeting, promotions, pricing, sales, database marketing, public relations, packaging, positioning, legal issues, and more. It also teaches you to conduct a marketing audit, provides helpful sample worksheets and forms and includes case examples, a glossary of marketing terms, and appendixes discussing sources of marketing intelligence and professional marketing associations

Note: Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- About the Author -- Preface -- Acknowledgments -- Introduction -- Part A: The Strategy Selection Process -- Chapter 1. Defining Your Business Strategy -- Case Example 1: Another Perspective -- Case Example 2: Providing Value and Reducing Costs -- Chapter 2. Assessing Focal Points -- Types of Marketing Research -- Market Research -- Product or Service Research -- Consumer Research -- Competitive Research -- Environmental Research -- Marketing Research Techniques -- Surveys -- Questionnaires -- Focus Groups -- Five Essential Marketing Intelligence Tools -- Marketing Research Presentation Tools -- Pyramids -- Circles -- Linear Diagrams -- Boxes/Rectangles -- Grids -- Case Example 1: Looking Within -- Case Example 2: Mailing Less and Making More -- Key Terms -- Chapter 3. Selecting Strategies -- Positioning Strategies -- Ten Positioning Options -- Brand Strategies -- Marketing Strategies -- Case Example 1: Positioning to Perfection -- Case Example 2: Speed, Reliability, and Convenience -- Key Terms -- Part B: Selecting Weaponry -- Chapter 4. Advertising -- Advertising Guidelines -- Know Your Product or Service -- Advertise As Part of the Total Marketing Strategy -- Develop a Proposition -- Create a Platform -- Be Realistic About the Level of Expectation -- Review for Customer Needs -- The Six-Step Advertising Process -- Step 1: Identify Your Purpose -- Step 2: Target Your Audience -- Step 3: Select a Medium -- Step 4: Create the Ad -- Step 5: Place and Time the Ad -- Step 6: Fulfill Expectations -- Do It Yourself or Select an Agency? -- Selecting an Agency -- Trade-Outs, Barter, and Co-Oping -- Advertising Types and Themes -- Reputation Builders -- Product/Service Touters -- Brand Identifiers -- Offers -- Human Scenarios -- Benefit -- Series -- Line Art and Silhouettes , Goals and Objectives -- Sample Goals and Objectives -- Driving Forces -- Sample Driving Forces -- Driving Force #1-Perception -- Driving Force #2-Pricing -- Driving Force #3-New Product Development -- Strategies and Tactics -- Sample Strategies and Tactics -- Supporting Strategies -- Tactics -- Supporting Strategies -- Tactics -- Supporting Strategies -- Tactics -- Program Plans -- Recommendations -- Sample Recommendations -- The Vision -- Sample Vision Statement -- Slogans -- Sample Slogans -- Issues -- Sample Issues -- Measurements and Results -- Sample Key Measurements and Results -- Budget -- Sample Strategic Marketing Plan Budget Overview -- The Appendix -- Sample Appendix Table of Contents -- Chapter 19. The Complete Marketing Audit -- Appendix 1. Work Forms -- Appendix 2. Marketing Intelligence Information Sources -- Appendix 3. Marketing-Related Associations -- Notes -- Glossary -- Additional Key Terms -- Bibliography -- Index , Key 6: After the Sale -- Selling Strategies -- Telephone Sales -- Interdepartmental Communications -- Measuring and Rewarding -- Measuring -- Rewarding Performance -- Sales Checklist -- Case Example 1: The Tale of the Two Inns -- Case Example 2: The Worthwhile Investment -- Key Terms -- Chapter 14. Customer Service -- Customer Service Strategies -- Step 1: Recognition -- Step 2: Identification of Problems -- Step 3: Plan of Action -- Step 4: Reallocation of Resources -- Step 5: Prioritization of Execution -- Step 6: Training of Personnel -- Step 7: Recruiting the Right Personnel -- Step 8: Communications -- Step 9: Follow-up -- Step 10: Begin Again -- Recap of the Ten Steps to Service Success -- Strategies and Tactics for Customer Service Success -- Customer Service Checklist -- Case Example 1: Really Tailored Customer Service -- Case Example 2: A Total Customer Mentality -- Key Terms -- Chapter 15. Crisis Management -- Part 1: Mission/Approach -- Part 2: History and Potential Crisis -- Part 3: Strategy/First Steps -- Part 4: Strategy/Audiences -- Part 5: Strategy/Media -- Part 6: Walk-Through -- Part 7: Evaluation -- Five Key Steps in Crisis Management -- Crisis Management Checklist -- Case Example 1: What Not to Do -- Case Example 2: The Unbreakable That Wasn't -- Key Terms -- Chapter 16. Marketing and the Law -- Key Terms -- Chapter 17. Marketing Budget -- Preparation Methods -- Presentation Components -- Marketing Budget Checklist -- Key Terms -- Part C: The Marketing Plan and the Marketing Audit -- Chapter 18. The Strategic Marketing Plan -- The Preface -- Sample Preface -- Executive Summary -- Sample Executive Summary -- Competitive and Environmental Assessment -- Sample Competitive and Environmental Assessment -- Strengths -- Weaknesses -- Opportunities -- Threat -- Summary/Assessment -- The Mission Statement -- Sample Mission Statement , Knowing When to Mail -- Knowing When to Stop Mailing -- Timely Fulfillment -- Strategic Marketing Applications -- Database Checklist -- Case Example 1: The Check Is in the Mail -- Case Example 2: By Invitation Only -- Key Terms -- Chapter 9. Electronic Marketing -- Internet Uses -- Electronic Marketing Checklist -- Case Example 1: Making It Work for Everyone -- Case Example 2: Major Mistakes -- Key Terms -- Chapter 10. Packaging -- Benefits of Packaging -- Packaging Checklist -- Case Example 1: Being Different -- Case Example 2: Riding a Wave and Right Name/Right Color -- Key Terms -- Chapter 11. Branding -- Brand Strategy -- Brand Equity -- Brand Loyalty -- Brand Awareness -- Perceived Quality -- Brand Associations -- The Measurement of Brand Associations -- Selecting, Creating, and Maintaining Associations -- Brand Name and Symbols -- Brand Extensions -- Revitalizing Brands -- New Brand -- Checklist for Branding -- Case Example 1: The Character of a Brand -- Case Example 2: Name Compatibility -- Key Terms -- Chapter 12. Pricing -- Pricing Techniques -- Technique 1: Offering a Price Range -- Technique 2: Selling Up -- Technique 3: Selling Down -- Technique 4: Value Added -- Technique 5: Pay Later -- Technique 6: Up Front -- Technique 7: Inflation Rate Plus Pricing -- Technique 8: Segmentation Pricing -- Pricing Checklist -- Case Example 1: Winning with the Same Price -- Case Example 2: Paying Later Adds Value and Moves Product -- Key Terms -- Chapter 13. Sales -- Changing Strategy -- Evolution of Sales Strategy -- Personal Sales -- Key 1: Thorough Knowledge of Your Product or Service -- Key 2: Thorough Knowledge of Your Client's Needs -- Key 3: Thorough Knowledge of Your Sales Image -- Knowledge Acquisition -- Sales Image -- Sales Presentations -- Key 1: Preplanning -- Key 2: Approach -- Key 3: Presentation -- Key 4: Negotiation -- Key 5: Closing , Trade -- Market Coverage -- Nationwide Campaigns -- Major Markets -- Regional Markets -- Population Markets -- Viewer/Reader/Listener/Subscriber Market Areas -- Feeder Markets -- Cities -- Media Selection -- Media Strategies -- Media Scheduling -- Media Measurement and Terminology -- Summary -- Advertising Audit/Checklist -- Media Plan Checklist -- Case Example 1: Extreme Target Market Execution -- Case Example 2: Icon Power -- Key Terms -- Chapter 5. Public Relations -- What Public Relations Is -- Public Relations Opportunities -- How Public Relations Can Be Applied -- Delivery Package Requirements -- Dealing with the Press -- Recognition Factors -- Tools of Public Relations -- Internal Public Relations -- How Can Public Relations Be Measured? -- Public Relations Checklist -- Publications and Trade Media -- Case Example 1: Sources and Experts -- Case Example 2: The Power of the Survey and Award -- Key Terms -- Chapter 6. Promotions -- Keys to Successful Promotions -- Types of Promotions -- Methods for Executing Promotions -- Internal Promotions -- Cost/Payback -- Promotions Checklist -- Promotions-Types/Tools -- Case Example 1: More Than a Promotion -- Case Example 2: Left Brain/Right Brain -- Key Terms -- Chapter 7. Merchandising -- Types of Merchandising -- Merchandising Your Employees -- Employee-of-the-Month Programs -- Employee-Interest Promotions -- Employee Community Service Recognition -- Merchandising Checklist -- Merchandising Tools -- Case Example 1: Accessories and Gifts -- Case Example 2: Color Themes -- Case Example 3: Psychological Merchandising -- Key Terms -- Chapter 8. Database Marketing -- Database Systems -- Technology -- Accurate Information -- Prioritization -- Group Priorities for Direct Mail -- Keys to Successful Database Marketing -- Sales Through Direct Mail -- Keys to Direct Mail -- Good Lists -- The Direct-Mail Piece

Additional Edition: Print version Stevens, Robert E. Marketing Your Business Oxford : Taylor & Francis Group,c2003 ISBN 9780789017697

Language: English

Keywords: Electronic books

URL: FULL  ((OIS Credentials Required))

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Format: 1 online resource (443 pages)

Edition: 2nd ed.

ISBN: 9780789024169 , 9781136422126

Content: Get the tools you need for effective market researchincluding Internet surveys! The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research. The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that made this book the sought-after classic in 1997 that was chosen for Choice Magazine's 34th annual Outstanding Academic Books (OAB) list. Marketing professionals now have an updated, essential guide through the complete marketing research process for the twenty-first century. Techniques and concepts are clearly explained and illustrative of the role marketing information plays in decision-making. Descriptions of the major forecasting, sampling, and analysis techniques are designed for optimum understanding without the reader needing to posess advanced mathematical expertise. Appendices include sample questionnaires and a sample marketing research report. The Marketing Research Guide: Second Edition provides practical information on: Internet sources of data and Internet surveys advanced statistical analysis decision-making information, planning, and forecasting test marketing developing valid and reliable measurement instruments data-collecting methods designing a questionnaire determining sampling frame and selecting sampling method data-summary methods and research reports mail survey design and mailing procedures full product testing techniques

Content: and procedures The Marketing Research Guide: Second Edition is an essential reference for anyone who needs to review or find illustrative marketing research procedures and techniques. Managers will find this source invaluable as they negotiate, evaluate, and use marketing research as part of the decision-making process

Note: Cover -- The Marketing Research Guide -- Copyright -- CONTENTS -- Preface -- Acknowledgments -- Chapter 1 Introduction to Marketing Research -- THE MARKETING DECISION ENVIRONMENT -- MARKETING RESEARCH -- MARKETING RESEARCH AND DECISION MAKING -- STRATEGIC VERSUS TACTICAL INFORMATION NEEDS -- RESEARCH FOR STRATEGIC DECISIONS -- STEPS IN A MARKETING RESEARCH PROJECT -- APPLICATIONS OF MARKETING RESEARCH -- MARKETING INFORMATION SYSTEMS -- SUMMARY -- WORKSHEET -- Chapter 2 Research Designs for Management Decisions -- THE DECISION-MAKING PERSPECTIVE OF RESEARCH -- THE RESEARCH DESIGN DECISION PROCESS -- TYPES OF RESEARCH DESIGNS -- SUMMARY -- WORKSHEET -- Chapter 3 Experimentation -- WHAT IS EXPERIMENTATION? -- TERMINOLOGY -- VALIDITY AND EXPERIMENTATION -- FIELD VERSUS LABORATORY EXPERIMENTS -- EXPERIMENTAL DESIGN SYMBOLS -- ETHICS AND EXPERIMENTATION -- EXPERIMENTAL RESEARCH DESIGNS -- LIMITATIONS OF CAUSAL RESEARCH -- EX POST FACTO RESEARCH -- TEST MARKETING -- SUMMARY -- WORKSHEET -- Chapter 4 Measurement -- WHAT IS TO BE MEASURED? -- WHO IS TO BE MEASURED? -- HOW TO MEASURE WHAT NEEDS TO BE MEASURED -- IMPROVING THE MEASUREMENT PROCESS -- DEVELOPING VALID AND RELIABLE MEASUREMENT INSTRUMENTS -- SUMMARY -- WORKSHEET -- Chapter 5 Introduction to Data Collection -- SOURCES OF DATA -- TYPES OF DATA -- SECONDARY DATA SOURCES -- SECONDARY DATA SOURCES ON THE WORLD WIDE WEB -- YOUR LOCAL LIBRARY -- USES OF SECONDARY DATA -- PRIMARY DATA -- TYPES OF PRIMARY DATA -- METHODS OF COLLECTING PRIMARY DATA -- PROCEDURES OF THE COMMUNICATION METHOD -- PERSONAL INTERVIEWING -- TELEPHONE INTERVIEWING -- MAIL SURVEYING -- STRENGTHS AND WEAKNESSES OF COMMUNICATION METHODS -- PROCEDURES OF THE OBSERVATION METHOD -- SUMMARY -- WORKSHEET -- Chapter 6 Designing the Data-Gathering Instrument -- GOALS OF A QUESTIONNAIRE -- CLASSIFICATION OF QUESTIONS , COMPUTERIZED DATABASES -- GENERAL ADVICE -- Appendix C: Sample Questionnaires -- MAIL QUESTIONNAIRE -- PERSONAL INTERVIEWING GUIDE -- TELEPHONE QUESTIONNAIRE -- Appendix D: Statistical Sampling Concepts -- THE STATISTICAL SIDE OF SAMPLING -- Appendix E: Sample Final Report -- PILOT STUDY OF FINANCIAL INSTITUTION -- RETAIL BANKING SURVEY -- Index , STEPS IN DESIGNING A QUESTIONNAIRE -- SUMMARY -- WORKSHEET -- Chapter 7 Fielding the Data-Gathering Instrument -- PLANNING -- GUIDELINES FOR INTERVIEWERS -- INTERVIEWING RELATIONSHIP -- INTERVIEWING SITUATION -- THE ACTUAL INTERVIEW -- GENERAL RULES OF FIELDING A RESEARCH PROJECT -- ERRORS IN DATA COLLECTION -- TYPES OF NONSAMPLING ERRORS -- SUMMARY -- WORKSHEET -- Chapter 8 Sampling Methods and Sample Size -- WHAT IS SAMPLING? -- SAMPLING DECISION MODEL -- WHAT IS A "SIGNIFICANT" STATISTICALLY SIGNIFICANT DIFFERENCE? -- SUMMARY -- WORKSHEET -- Chapter 9 Analyzing and Interpreting Data for Decisions -- FROM DATA TO DECISIONS -- DATA SUMMARY METHODS -- CROSS-TABULATION -- ADVANCED ANALYTICAL TECHNIQUES -- SUMMARY -- WORKSHEET -- Chapter 10 Advanced Data Analysis -- MARKETING RESEARCH AND STATISTICAL ANALYSIS -- HYPOTHESIS TESTING -- MEASURES OF ASSOCIATION -- SUMMARY -- WORKSHEET -- Chapter 11 The Research Report -- TYPES OF WRITTEN REPORTS -- REPORT FORMAT -- ORAL REPORTS -- PRESENTING STATISTICAL DATA -- SUMMARY -- WORKSHEET -- Chapter 12 Industrial and International Market Research -- INDUSTRIAL MARKET RESEARCH -- APPROACHING THE INDUSTRIAL MARKET RESEARCH PROJECT -- INTERNATIONAL MARKET RESEARCH -- SURVEY DATA-GATHERING METHODOLOGY DECISIONS -- TYPES OF INTERVIEWS -- THE IMPORTANCE OF RELEVANT MARKET INFORMATION -- Chapter 13 Mail Surveys -- ADVANTAGES AND LIMITATIONS -- DESIGN -- MAILING LISTS AND SAMPLING -- QUESTIONNAIRE DESIGN -- INCENTIVES -- THE ACCOMPANYING LETTER -- MAILING PROCEDURES -- Chapter 14 Concept/Product Testing -- CONCEPT TESTING -- DEVELOPMENTAL TESTING -- FIT OF PRODUCT/CONCEPT -- TESTING TECHNIQUES -- TESTING PROCEDURES -- SUMMARY -- Appendix A: Sample Research Proposals -- SAMPLE 1 -- SAMPLE 2 -- Appendix B: Sources of Secondary Data -- CONSUMER DATA SOURCES -- COMPANY DATA SOURCES -- MARKET DATA SOURCES -- COST DATA SOURCES

Additional Edition: Print version Stevens, Robert E. The Marketing Research Guide Florence : Taylor & Francis Group,c2005 ISBN 9780789024169

Language: English

Keywords: Electronic books

URL: FULL  ((OIS Credentials Required))

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Format: 1 online resource (228 pages)

Edition: 1st ed.

ISBN: 9780789022103 , 9781317787310

Content: From Alternative Media to the Wheeler-Lea Amendment, this book is a handy 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. To view an excerpt online, find the book on our QuickSearch catalog at www.HaworthPress.com

Note: Cover -- Half Title -- Title Page -- Copyright Page -- Table of 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 Experiential Model -- Heredity and Home Environment -- Hierarchy of Effects Model -- Humor Appeal -- Hyperbole Message Strategy -- Identification -- Image -- Impression Management -- Impressions -- Impulse Decision -- Influencer -- Information Search -- Informative Execution -- Ingredient Branding -- Integrated Marketing Communications -- Internet Advertising -- Interstitial Advertising -- Intrusion Value -- Involvement -- Joint Demand -- Leverage Point -- Magazine Advertising -- Market Segmentation -- Marketing Mix -- Means-Ends Conceptualization of Components for Advertising Strategy , Means-Ends Theory -- Media Buyer -- Media Mix -- Media Multiplier Effect -- Media Planner -- Media Planning -- Media Service Company -- Media Strategy -- Message Evaluation -- Message Strategy -- Message Theme -- Modified Rebuy -- Motivation (Information Search) -- Multiattribute Approach -- Musical Appeal -- National Advertising Division -- National Advertising Review Board -- Newspaper Advertising -- New-Task Purchase -- Noise -- Opinion Test -- Opportunity Analysis -- Outdoor Advertising -- Persuasion -- Persuasion Analysis Evaluation -- Physiological Arousal Test -- Point-of-Purchase Advertising -- Portfolio Test -- Positioning Advertising Copytesting -- Positioning Strategy -- Postpurchase Evaluation -- Pre- and Posttest Analysis -- Preemptive Message Strategy -- Premium -- Price-Quality Relationship Positioning Strategy -- Private Brand -- Problem Recognition -- Product Class Positioning Strategy -- Product User Positioning Strategy -- Promotional Message Strategy -- Psychogalvanometer -- Psychographies -- Public Relations -- Puffery -- Pulsating Schedule of Advertising -- Pupillometric Meter -- Purchase Decision -- Radio Advertising -- Ratings -- Rational Appeal -- Reach -- Reaction Test -- Recall Test -- Receiver -- Recency Theory -- Recognition Test -- Resonance Message Strategy -- Sales Promotion -- Sales-Response Function Curve -- Scarcity Appeal -- Segmentation by Age -- Segmentation by Ethnic Heritage -- Segmentation by Gender -- Segmentation by Generation -- Segmentation by Geographic Area -- Segmentation by Income -- Segmentation by Industry -- Segmentation by Product Usage -- Segmentation by Size -- Sender -- Severity -- Sexual Appeal -- Similarity -- Slice-of-Life Execution -- Social Responsibility Advertising -- Source Characteristics -- Specialty Advertising -- Spokespersons and Sources -- Sponsorship Marketing -- Standardization , Stereotyping -- Stimulus Codability -- Storyboard -- Straight Rebuy -- Substantiation (of Advertising Claims) -- Sweepstakes -- Tagline -- Target Market Analysis -- Television Advertising -- Testimonial Execution -- Theater Test -- Three-Exposure Hypothesis -- Threshold Effect -- Top Choice -- Top-of-Mind Brand -- Trade Promotion -- Trade Regulation Ruling -- Traffic Manager -- Transmission Device -- Unaided Recall -- Unique Selling Proposition Message Strategy -- Use or Application Positioning Strategy -- User -- Utility -- Values -- Variability Theory -- Viral Marketing -- Visual Consistency -- Visual Esperanto -- Visual Image -- Vulnerability -- Warmth Meter -- Wheeler-Lea Amendment -- Appendix. Advertising Resources -- Notes -- Index

Additional Edition: Print version Stevens, Robert E. Concise Encyclopedia of Advertising Oxford : Taylor & Francis Group,c2005 ISBN 9780789022103

Language: English

Keywords: Electronic books

URL: FULL  ((OIS Credentials Required))