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

Format:

Book

Author/Creator:

Clow, Kenneth E., author.

Contributor:

Baack, Donald.

Language:

English

Subjects (All):

Advertising--Encyclopedias.

Advertising.

Physical Description:

1 online resource (228 p.)

Edition:

1st ed.

Place of Publication:

New York : Routledge, 2012.

Language Note:

English

Summary:

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

Contents:

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

Notes:

First published by Best Business Books and The Haworth Reference Press in 2005.

Includes bibliographical references and index.

Description based on online resource; title from PDF title page (ebrary, viewed January 21, 2014).

ISBN:

0-7890-2211-7

1-317-78730-7

1-315-80869-2

1-317-78731-5

9781315808697

OCLC:

872682170