Concise Encyclopedia of Advertising

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Overview

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 the industry.

The Concise Encyclopedia of Advertising is unique in that it completely covers all terms and examines all aspects of advertising. This book will help bring you up-to-date with current advertising jargon. It is laid out in an easy-to-use alphabetical format, which allows you to easily access and understand the information. For further reference, it also includes a list of advertising experts who have recently written articles or textbooks on advertising.

Some of the terms and concepts in the Concise Encyclopedia of Advertising include:

  • advertising appeals
  • evaluation criteria of advertising
  • Internet advertising
  • magazine advertising
  • television advertising
  • advertising campaign management
  • sponsorship marketing
  • and many more!
The Concise Encyclopedia of Advertising provides advertisers, marketers, consumers, and businesses a handy reference to the terminology that is used in the advertising industry. Those new to the business or trying to get into the business can use this book to familiarize themselves with terms and concepts they will need to know. Individuals already in the business can use this book as a quick reference tool for terms they are unsure of or have forgotten. It is also useful as a textbook for students of advertising.
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What People Are Saying

Karen E. James
Karen E. James, DBA, Associate Professor, Louisiana State University-Shreveport
A VALUABLE REFERENCE for academic and public libraries alike, this book is also A WONDERFUL RESOURCE FOR STUDENTS, FACULTY, AND BUSINESS PEOPLE as well as those working professionally in the marketing and advertising fields. The alphabetical ordering of terms and phrases makes finding information a breeze, while the one- to two-paragraph descriptions provide users with an easy-to-read definition and much more in the way of valuable information. Whether you're a business person who must deal with one or more members of the advertising industry, a faculty member or a professional in the marketing or advertising industry, or a college student studying advertising, public relations, or marketing, this book is AN EXCEPTIONAL RESOURCE THAT DESERVES A PLACE ON YOUR BOOKSHELF.
S. Altan Erdem PhD.
S. Altan Erdem, PhD, Professor of Marketing, University of Houston-Clear Lake
WHETHER YOU ARE A MARKETING EDUCATOR OR AN ADVERTISING PRACTITIONER, THIS BOOK IS A 'MUST-HAVE' IN YOUR OFFICE. It is the most comprehensive guide one can have that contains the basics of advertising theory as well as a complete spectrum of real-life advertising practices. Two outstanding scholars, Clow and Baack, present an impressive review of concepts ranging from acceleration principle to leverage point, from media multiplier effect to warmth meter. It is a true A-to-Z of advertising, provided in an easy-to-read fashion. It has already become one of my favorite guides in my library.
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Product Details

  • ISBN-13: 9780789022103
  • Publisher: Taylor & Francis
  • Publication date: 4/28/2005
  • Pages: 228
  • Product dimensions: 6.00 (w) x 8.60 (h) x 0.80 (d)

Table of Contents

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
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