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
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