Concise Encyclopedia of Advertising - Brossura

Stevens, Robert E.

Brossura

ISBN 10: 0789022117 ISBN 13: 9780789022110

Casa editrice: Routledge, 2005

Riassunto

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.

Su questo libro

Contenuti

• 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

Product Description

Book by Stevens Robert E Loudon David L Clow Kenneth E Baa

Dettagli dell?edizione

• Editore: Routledge
• Data di pubblicazione: 2005
• ISBN 10: 0789022117
• ISBN 13: 9780789022110
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 1
• Numero di pagine: 228