Concise encyclopedia of advertising / Kenneth E. Clow, Donald Baack.
Concise encyclopedia of advertising / Kenneth E. Clow, Donald Baack.
About this item
Full title
Author / Creator
Publisher
New York : Routledge, 2012.
Alternative title
Record Identifier
MMS ID
Language
English
Formats
Physical Description
Physical content
1 online resource (228 p.)
Content type
text
Media type
computer
Carrier type
online resource
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;...
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; Buyin...
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 Deci...
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-Chan...
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 Inse...
Hierarchy of Effects Model
Publication information
Publisher
New York : Routledge, 2012.
Place of Publication
New York (State)
Date Published
2012.
Subjects
More information
Scope and Contents
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 Advertisin...
Alternative Titles
Full title
Concise encyclopedia of advertising / Kenneth E. Clow, Donald Baack.
Variant title
BOOK
Authors, Artists and Contributors
Author / Creator
Author / Artists
Notes
General note
First published by Best Business Books and The Haworth Reference Press in 2005.
Includes bibliographical references and index.
Language note
English
Identifiers
Primary Identifiers
Record Identifier
74VK3yM3QJ6y
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/74VK3yM3QJ6y
Other Identifiers
ISBN
1-317-78731-5
0-7890-2211-7
1-317-78730-7
1-315-80869-2
DDC
228
MMS ID
991023911877202626
