Concise Encyclopedia of Advertising

by Robert E Stevens, David L Loudon, Kenneth E. Clow, Donald Baack

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.

Product Details

ISBN-13:	9780789022103
Publisher:	Taylor & Francis
Publication date:	04/01/2005
Pages:	228
Product dimensions:	6.12(w) x 8.50(h) x (d)

About the Author

Stevens, Robert E; Loudon, David L; Clow, Kenneth E.; Baack, Donald

Table of 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 Segmentation
  
• Better 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 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 Image
  
• Corporate Logo
  
• Corrective Advertising
  
• Cost per Rating Point
  
• Cost per Thousand
  
• Coupon
  
• Creative
  
• Creative Brief
  
• Cultural 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 Framework
  
• Expert 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 Experien

What People are Saying About This

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.