LEADER 05417oam 2200697I 450 001 9910664829103321 005 20251116194036.0 010 $a0-7890-2211-7 010 $a1-317-78730-7 010 $a1-315-80869-2 010 $a1-317-78731-5 024 7 $a10.4324/9781315808697 035 $a(CKB)2550000001179916 035 $a(EBL)1588556 035 $a(SSID)ssj0000079348 035 $a(PQKBManifestationID)11998320 035 $a(PQKBTitleCode)TC0000079348 035 $a(PQKBWorkID)10067585 035 $a(PQKB)10727226 035 $a(OCoLC)872682170 035 $a(MiAaPQ)EBC1588556 035 $a(Au-PeEL)EBL1588556 035 $a(CaPaEBR)ebr10826063 035 $a(CaONFJC)MIL560055 035 $a(OCoLC)867928675 035 $a(FINmELB)ELB136817 035 $a(EXLCZ)992550000001179916 100 $a20180706e20122005 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aConcise encyclopedia of advertising /$fKenneth E. Clow, Donald Baack 205 $a1st ed. 210 1$aNew York :$cRoutledge,$d2012. 215 $a1 online resource (228 p.) 300 $aFirst published by Best Business Books and The Haworth Reference Press in 2005. 311 08$a0-7890-2210-9 311 08$a1-306-28804-5 320 $aIncludes bibliographical references and index. 327 $aCover; 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 327 $aBenefit 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 327 $aCommunication 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 327 $aCreative 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 327 $aExecutional 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 327 $aHierarchy of Effects Model 330 $aAt 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 606 $aAdvertising$vEncyclopedias 615 0$aAdvertising 676 $a228 676 $a659.103 700 $aClow$b Kenneth E.$0902196 701 $aBaack$b Donald$0925864 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910664829103321 996 $aConcise encyclopedia of advertising$92078818 997 $aUNINA