Concise Encyclopedia of Advertising
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Clow (business administration, University of Louisiana) and Baack (management and marketing, Pittsburgh State University) provide advertisers, marketers, students, and businesses with a reference to terms and concepts used in the advertising industry. The dictionary includes a list of advertising experts who have recently written articles or textbooks on advertising. Annotation ©2004 Book News, Inc., Portland, OR
Preface Ability to Search Acceleration Principle Account Executive Action-Inducing Conative Message Strategy Adaptation Administrative Complaint Advertising Agency Selection Advertising Appeals Advertising Campaign Management Affect Referral Affective Components of Attitudes Affective Message Strategies Aided Recall Alternative Media Animation Execution Appeals (Advertising) Attitude Attitude or Opinion Tests Attribute Positioning Authoritative Execution Behavioral Evaluation of Advertisements Benefit Segmentation Better Business Bureau Brand Brand Equity Brand Extension Brand Image Brand Loyal Consumers Brand Message Strategies Brand Parity Brand Positioning Brand Spiraling Business Buying Centers Business-to-Business Buying Process Business-to-Business Segmentation Buyers 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 Strategies Communication Communication Market Analysis Comparative Message Strategy Competitive Analysis Competitor Positioning Strategy Complementary Branding Comprehension Test Conative (Component of Attitude) Conative Message Strategies Concept Testing Conjunctive Heuristics Consent Order Constraints Consumer Decision-Making Process Consumer Promotions Contests and Sweepstakes Continuity Cooperative Advertising Program Cooperative Branding Copytesting Corporate Advertising Corporate Image Corporate Logo Corrective Advertising Cost per Thousand (CPM) Cost per Rating Point Coupons Creative Brief Creatives Cultural Symbol Positioning Strategy Customer Analysis Cyberbait Day-After Recall (DAR) Decay Effects Deceptive and Misleading Advertisements Deciders Decoding Decorative Motifs Demographics Demonstration Execution Derived Demand Direct Marketing Dramatization Execution Dual Channel Marketing Effective Frequency and Effective Reach Elaboration Likelihood Model (ELM) Encoding Process Emotional Appeals Emotional Message Strategy Emotional Reaction Tests Evaluation of Alternatives (Purchasing Decision Process) Evaluation Criteria of Advertisements Evoked Set Executional Framework Expert Authority External Search Event Marketing Family Brand Family Life Cycle Fantasy Execution Fear Appeal Federal Communications Commission (FCC) Federal Trade Commission Flanker Brands Flighting Schedule (Advertising Campaign) Focus Groups Food and Drug Administration (FDA) Free Standing Inserts (FSI) Frequency Gatekeeper Generation X Generic Message Strategy Geodemographic Segmentation Geographic Segmentation Globally Integrated Marketing Communications Green Marketing Gross Impressions Gross Rating Points (GRP) Hedonic, Experiential Model (HEM) Heredity and Home Environment Hierarchy of Effects Model Humor Appeals Hyperbole Message Strategy Identification Image Impression Management Impressions Impulse Decisions Influencers Information Search Informative Execution Ingredient Branding Integrated Marketing Communications Internet Advertising Interstitial Advertising Intrusion Value Involvement Joint Demand Leverage Points Magazine Advertising Market Segmentation Marketing Mix Means-Ends Conceptualization of Components for Advertising Strategy (MECCAS) Means-Ends Theory Media Buyers Media Mix Media Multiplier Effect Media Planners Media Planning Media Service Companies Media Strategy Message Evaluations Message Strategy Message Theme Modified Re-Buy Motivation (Information Search) Multiattribute Approach Musical Appeals National Advertising Division (NAD) National Advertising Review Board (NARB) New Task Purchases Newspaper Advertising Noise Opinion Tests Opportunity Analysis Outdoor Advertising Persuasion Persuasion Analysis Evaluation Physiological Arousal Tests Point-of-Purchase Advertising Portfolio Tests Positioning Strategies Positioning Advertising Copytesting (PACT) Postpurchase Evaluation Pre- and Posttest Analysis Preemptive Message Strategy Premiums Price-Quality Relationship Positioning Strategy Private Brands Problem Recognition Product Class Positioning Strategy Product User Positioning Strategy Promotional Message Strategy Psychogalvanometer Psychographics Public Relations Puffery Pulsating Schedule of Advertising Pupillometric Meter Purchase Decision Radio Advertising Ratings Rational Appeals Reach Reaction Tests Recall Tests Receiver Recency Theory Recognition Tests Resonance Message Strategy Sales Promotions Sales-Response Function Curve Scarcity Appeals Segmentation by Age Segmentation by Ethnic Heritage Segmentation by Gender Segmentation by Generations Segmentation by Geographic Area Segmentation by Income Segmentation by Industry Segmentation by Product Usage Segmentation by Size Sender Severity Sex Appeal Similarity Slice-of-Life Execution Social Responsibility Advertising Source Characteristics Specialty Advertising Spokespersons and Sources Sponsorship Marketing Standardization Straight Re-Buy Stereotyping Stimulus Codability Storyboard Substantiation (of Advertising Claims) Sweepstakes Tag Line Target Market Analysis Television Advertising Testimonial Execution Theater Tests Three-Exposure Hypothesis Threshold Effects Top Choice Top of Mind Brand Trade Regulation Rulings Trade Promotions Traffic Manager Transmission Device Unaided Recall Unique Selling Proposition Message Strategy Use or Application Positioning Strategy Utility Values Variability Theory Viral Marketing Visual Consistency Visual Esperanto Visual Images Vulnerability Warmth Meter Wheeler-Lea Amendment Appendix: Advertising Resources Notes Index
