Verfügbarkeit: Concise enclyclopedia of advertising | Technische Universität München

Concise enclyclopedia of advertising:

Gespeichert in:

Bibliographische Detailangaben
Beteiligte Personen:	Clow, Kenneth E. (VerfasserIn), Baack, Donald (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	New York, NY [u.a.] Best Business Books 2005
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019989648&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	XIII, 213 S.
ISBN:	0789022109 0789022117

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Datensatz im Suchindex

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adam_text	IMAGE 1 CONCISE ENCYCLOPEDIA OF ADVERTISING KENNETH E. CLOW, PHD DONALD BAACK, PHD ~ BEST IUSINESS BOOKS BEST BUSINESS BOOKS THE HAWORTH REFERENCC PRCSS* IMPRINTS OF THE HAWORTH PRESS, INC. NEW YORK * LONDON * OXFORD .IL THRP IMAGE 2 CONTENTS PREFACE . XIII 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 EQLLITY . BRAND EXTENSION . . . . BRAND IMAGE . BRAND MESSAGE STRATEGY BRAND PARITY . . . . . . BRAND POSITIONING ... BRAND SPIRALING. . . . . BRAND-LOYAL CONSUMERS BLISINESS BLIYING CENTER BLISINESS-TO-BLISINESS BUYING PROCESS BUSINESS-TO-BUSINESS SEGMENTATION . 1 1 2 2 3 3 4 5 6 6 7 8 8 9 10 11 11 IL 12 12 13 15 16 17 17 18 19 20 21 21 22 23 24 24 25 IMAGE 3 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 LMAGE . . . CORPORATE LOGO .... CORRECTIVE ADVERTISING COST PER RATING POINT . COST PER THOUSAND COUPON . 26 26 27 27 28 29 29 30 31 31 32 32 33 34 35 35 37 38 39 39 40 40 41 41 43 43 43 44 45 46 46 47 48 48 49 49 50 51 51 52 52 IMAGE 4 CREATIVE. . . . . . . . . . . . . . . . 53 CREATIVE BRIEF O........... 53 CULTURAL SYMBOL POSITIONING STRATEGY 54 CUSTOMER ANALYSIS 55 CYBERBAIT . . . . . . . . . . . . . . . 55 DAY-AFTER RECALL . . . . . . . . . . . 56 DECAY EFFECTS. . . . . . . . . . . . . 56 DECEPTIVE AND MISLEADING ADVERTISEMENTS . 57 DECIDER . . . . . . 57 DECODING . . . . . . . . . 58 DECORATIVE MODEL. . . . . 58 DEMOGRAPHICS . . . . . . 59 DEMONSTRATION EXECUTION 59 DERIVED DEMAND . . . . . 60 DIRECT MARKETING . . . . . 60 DRAMATIZATION EXECUTION . 62 DUAL-CHANNEL MARKETING . 63 EFFECTIVE FREQUENCY AND EFFECTIVE REACH 64 ELABORATION LIKELIHOOD MODEL 64 ENCODING PROCESS 66 EMOTIONAL APPEAL O.... . 66 EMOTIONAL MESSAGE STRATEGY . 67 EMOTIONAL REACTION TEST . . . 68 EVALUATION OF ALTERNATIVES (PURCHASING DECISION PROCESS) . 69 EVALUATION CRITERIA FOR ADVERTISEMENTS 70 EVENT MARKETING . . . . 72 EVOKED SET . . . . . . . 73 EXECUTIONAL FRAMEWORK 74 EXPERT AUTHORITY . 75 EXTERNAL SEARCH. . 76 FAMILY BRAND . . . 76 FAMILY LIFE CYCLE 77 FANTASY EXECUTION 77 FEAR APPEAL. . . . 78 FEDERAL COMMUNICATIONS COMMISSION . 79 FEDERAL TRADE COMMISSION. . . . . . . 80 FLANKER BRAND 81 FLIGHTING SCHEDULE (ADVERTISING CAMPAIGN) . 82 FOCUS GROUP . . . . . . . . . . 82 FOOD AND DRUG ADMINISTRATION . 83 FREESTANDING INSERT . . . . . . . 83 IMAGE 5 FREQUENCY . GATEKEEPER . . . . . . . . GENERATION X . . . . . . . GENERIC MESSAGE STRATEGY GEODEMOGRAPHIC SEGMENTATION GEOGRAPHIC SEGMENTATION . . . GLOBALLY LNTEGRATED 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. . . . . IMPUISE DECISION . . . INTLUENCER. . . . . . . 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 . . MEDIAMIX . MEDIA MULTIPLIER EFFECT . MEDIA PLANNER. . . . . . 83 84 84 85 85 86 86 87 87 88 88 89 90 91 92 92 93 93 94 94 95 95 96 97 97 98 99 100 100 101 101 102 103 104 104 105 106 106 107 107 IMAGE 6 MEDIA PLANNING ..... MEDIA SERVICE COMPANY MEDIA STRATEGY . . . MESSAGE EVALUATION . MESSAGE STRATEGY . . MESSAGE THEME . . . MODITIED REBUY ... MOTIVATION (LNFORMATION SEARCH) MULTIATTRIBUTE APPROACH O * 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 O. PREEMPTIVE MESSAGE STRATEGY . PREMIUM O ******** PRICE-QUALITY RELATIONSHIP POSITIONING STRATEGY PRIVATE BRAND . . . . . . . . . . . PROBLEM RECOGNITION . PRODUCT CLASS POSITIONING STRATEGY PRODUCT USER POSITIONING STRATEGY PROMOTIONAL MESSAGE STRATEGY PS YCHOGAL VANOMETER PSYCHOGRAPHICS . . . . . . . . PUBLIC RELATIONS. . . . . . . . PUFFERY . PULSATING SCHEDULE OF ADVERTISING PUPILLOMETRIC METER. . . . . . . . 108 108 109 109 110 111 111 112 113 114 115 115 116 117 118 118 118 119 120 121 121 122 123 124 125 125 126 127 127 128 128 129 130 131 131 132 132 133 133 134 134 IMAGE 7 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 JNCOME . . . . SEGMENTATION BY JNDUSTRY. . . . 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 . 135 136 137 137 139 139 140 141 142 142 143 144 144 145 146 146 147 148 149 150 150 ISI 152 152 153 153 155 155 156 157 159 159 161 162 162 163 163 164 164 165 165 IMAGE 8 TARGET MARKET ANALYSIS TELEVISION ADVERTISING TESTIMONIAL EXECUTION THEATER TEST . . . . . . THREE-EXPOSURE HYPOTHESIS THRESHOLD EFFECT . TOP CHOICE . TOP-OF-MIND BRAND . TRADE PROMOTION . TRADE REGULATION RLLLING TRAFFIC MANAGER . . . . . TRANSMISSION DEVICE . . UNAIDED RECALL ..... UNIQLLE SELLING PROPOSITION MESSAGE STRATEGY USE OF APPLICATION POSITIONING STRATEGY USER . UTILITY . VALUES . VARIABILITY THEORY . VIRAL MARKETING .. VISLLAL CONSISTENCY VISLLAL ESPERANTO VISLLAL IMAGE . VULNERABILITY . WARMTH METER. . . WHEELER-LEA AMENDMENT . APPENDIX. ADVERTISING RESOURCES NOTES 166 166 168 168 169 170 170 170 171 172 172 173 173 174 174 175 175 176 176 177 177 178 178 179 180 181 183 201 205 INDEX
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author	Clow, Kenneth E. Baack, Donald
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spellingShingle	Clow, Kenneth E. Baack, Donald Concise enclyclopedia of advertising
title	Concise enclyclopedia of advertising
title_auth	Concise enclyclopedia of advertising
title_exact_search	Concise enclyclopedia of advertising
title_full	Concise enclyclopedia of advertising Kenneth E. Clow ; Donald Baack
title_fullStr	Concise enclyclopedia of advertising Kenneth E. Clow ; Donald Baack
title_full_unstemmed	Concise enclyclopedia of advertising Kenneth E. Clow ; Donald Baack
title_short	Concise enclyclopedia of advertising
title_sort	concise enclyclopedia of advertising
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019989648&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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