Concise encyclopedia of advertising / / Kenneth E. Clow, Donald Baack

• Record Nr.: UNINA9910664829103321
• Autore: Clow Kenneth E.
• Pubbl/distr/stampa: New York : , : Routledge, , 2012
• ISBN: 0-7890-2211-7; 1-317-78730-7; 1-315-80869-2; 1-317-78731-5
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (228 p.)
• Altri autori (Persone): BaackDonald
• Disciplina: 228; 659.103
• Soggetti: Advertising
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: First published by Best Business Books and The Haworth Reference Press in 2005.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover; Half Title; Title Page; Copyright Page; Tableof 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 SegmentationBetter 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 AnalysisComparative 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 BriefCultural 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 FrameworkExpert 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
• Sommario/riassunto: 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 compilation of terms and concepts used in the advertising industry. It provides brief, easy-to-understand definitions and explanations of common advertising terms and covers all major concepts used in