Concise Encyclopedia of Advertising

by Stevens; Robert E

• ISBN13: 9780789022103
• ISBN10: 0789022109
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-04-01
• Publisher: Routledge

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 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.

Table of Contents

Preface	xiii
Ability to Search	1	(1)
Acceleration Principle	1	(1)
Account Executive	2	(1)
Action-Inducing Conative Message Strategy	2	(1)
Adaptation	3	(1)
Administrative Complaint	3	(1)
Advertising Agency Selection	4	(1)
Advertising Appeal	5	(1)
Advertising Campaign Management	6	(1)
Affect Referral	6	(1)
Affective (Component of Attitude)	7	(1)
Affective Message Strategy	8	(1)
Aided Recall	8	(1)
Alternative Media	9	(1)
Animation Execution	10	(1)
Appeal (Advertising)	11	(1)
Attitude	11	(1)
Attitude or Opinion Test	11	(1)
Attribute Positioning	12	(1)
Authoritative Execution	12	(1)
Behavioral Evaluation of Advertisements	13	(2)
Benefit Segmentation	15	(1)
Better Business Bureau	16	(1)
Brand	17	(1)
Brand Equity	17	(1)
Brand Extension	18	(1)
Brand Image	19	(1)
Brand Message Strategy	20	(1)
Brand Parity	21	(1)
Brand Positioning	21	(1)
Brand Spiraling	22	(1)
Brand-Loyal Consumers	23	(1)
Business Buying Center	24	(1)
Business-to-Business Buying Process	24	(1)
Business-to-Business Segmentation	25	(1)
Buyer	26	(1)
Buying Community	26	(1)
Campaign Duration	27	(1)
Carryover Effects	27	(1)
Cause-Related Marketing	28	(1)
Cease and Desist Order	29	(1)
Children's Advertising	29	(1)
Clutter	30	(1)
Co-Branding	31	(1)
Cocooning	31	(1)
Cognitive (Component of Attitude)	32	(1)
Cognitive Dissonance	32	(1)
Cognitive Mapping	33	(1)
Cognitive Message Strategy	34	(1)
Communication	35	(1)
Communication Market Analysis	35	(2)
Comparative Message Strategy	37	(1)
Competitive Analysis	38	(1)
Competitor Positioning Strategy	39	(1)
Complementary Branding	39	(1)
Comprehension Test	40	(1)
Conative (Component of Attitude)	40	(1)
Conative Message Strategy	41	(1)
Concept Testing	41	(2)
Conjunctive Heuristics	43	(1)
Consent Order	43	(1)
Constraint	43	(1)
Consumer Decision-Making Process	44	(1)
Consumer Promotion	45	(1)
Contests and Sweepstakes	46	(1)
Continuity	46	(1)
Cooperative Advertising Program	47	(1)
Cooperative Branding	48	(1)
Copytesting	48	(1)
Corporate Advertising	49	(1)
Corporate Image	49	(1)
Corporate Logo	50	(1)
Corrective Advertising	51	(1)
Cost per Rating Point	51	(1)
Cost per Thousand	52	(1)
Coupon	52	(1)
Creative	53	(1)
Creative Brief	53	(1)
Cultural Symbol Positioning Strategy	54	(1)
Customer Analysis	55	(1)
Cyberbait	55	(1)
Day-After Recall	56	(1)
Decay Effects	56	(1)
Deceptive and Misleading Advertisements	57	(1)
Decider	57	(1)
Decoding	58	(1)
Decorative Model	58	(1)
Demographics	59	(1)
Demonstration Execution	59	(1)
Derived Demand	60	(1)
Direct Marketing	60	(2)
Dramatization Execution	62	(1)
Dual-Channel Marketing	63	(1)
Effective Frequency and Effective Reach	64	(1)
Elaboration Likelihood Model	64	(2)
Encoding Process	66	(1)
Emotional Appeal	66	(1)
Emotional Message Strategy	67	(1)
Emotional Reaction Test	68	(1)
Evaluation of Alternatives (Purchasing Decision Process)	69	(1)
Evaluation Criteria for Advertisements	70	(2)
Event Marketing	72	(1)
Evoked Set	73	(1)
Executional Framework	74	(1)
Expert Authority	75	(1)
External Search	76	(1)
Family Brand	76	(1)
Family Life Cycle	77	(1)
Fantasy Execution	77	(1)
Fear Appeal	78	(1)
Federal Communications Commission	79	(1)
Federal Trade Commission	80	(1)
Flanker Brand	81	(1)
Flighting Schedule (Advertising Campaign)	82	(1)
Focus Group	82	(1)
Food and Drug Administration	83	(1)
Freestanding Insert	83	(1)
Frequency	83	(1)
Gatekeeper	84	(1)
Generation X	84	(1)
Generic Message Strategy	85	(1)
Geodemographic Segmentation	85	(1)
Geographic Segmentation	86	(1)
Globally Integrated Marketing Communications	86	(1)
Green Marketing	87	(1)
Gross Impressions	87	(1)
Gross Rating Points	88	(1)
Hedonic Experiential Model	88	(1)
Heredity and Home Environment	89	(1)
Hierarchy of Effects Model	90	(1)
Humor Appeal	91	(1)
Hyperbole Message Strategy	92	(1)
Identification	92	(1)
Image	93	(1)
Impression Management	93	(1)
Impressions	94	(1)
Impulse Decision	94	(1)
Influencer	95	(1)
Information Search	95	(1)
Informative Execution	96	(1)
Ingredient Branding	97	(1)
Integrated Marketing Communications	97	(1)
Internet Advertising	98	(1)
Interstitial Advertising	99	(1)
Intrusion Value	100	(1)
Involvement	100	(1)
Joint Demand	101	(1)
Leverage Point	101	(1)
Magazine Advertising	102	(1)
Market Segmentation	103	(1)
Marketing Mix	104	(1)
Means-Ends Conceptualization of Components for Advertising Strategy	104	(1)
Means-Ends Theory	105	(1)
Media Buyer	106	(1)
Media Mix	106	(1)
Media Multiplier Effect	107	(1)
Media Planner	107	(1)
Media Planning	108	(1)
Media Service Company	108	(1)
Media Strategy	109	(1)
Message Evaluation	109	(1)
Message Strategy	110	(1)
Message Theme	111	(1)
Modified Rebuy	111	(1)
Motivation (Information Search)	112	(1)
Multiattribute Approach	113	(1)
Musical Appeal	114	(1)
National Advertising Division	115	(1)
National Advertising Review Board	115	(1)
Newspaper Advertising	116	(1)
New-Task Purchase	117	(1)
Noise	118	(1)
Opinion Test	118	(1)
Opportunity Analysis	118	(1)
Outdoor Advertising	119	(1)
Persuasion	120	(1)
Persuasion Analysis Evaluation	121	(1)
Physiological Arousal Test	121	(1)
Point-of-Purchase Advertising	122	(1)
Portfolio Test	123	(1)
Positioning Advertising Copytesting	124	(1)
Positioning Strategy	125	(1)
Postpurchase Evaluation	125	(1)
Pre- and Posttest Analysis	126	(1)
Preemptive Message Strategy	127	(1)
Premium	127	(1)
Price-Quality Relationship Positioning Strategy	128	(1)
Private Brand	128	(1)
Problem Recognition	129	(1)
Product Class Positioning Strategy	130	(1)
Product User Positioning Strategy	131	(1)
Promotional Message Strategy	131	(1)
Psychogalvanometer	132	(1)
Psychographics	132	(1)
Public Relations	133	(1)
Puffery	133	(1)
Pulsating Schedule of Advertising	134	(1)
Pupillometric Meter	134	(1)
Purchase Decision	135	(1)
Radio Advertising	136	(1)
Ratings	137	(1)
Rational Appeal	137	(2)
Reach	139	(1)
Reaction Test	139	(1)
Recall Test	140	(1)
Receiver	141	(1)
Recency Theory	142	(1)
Recognition Test	142	(1)
Resonance Message Strategy	143	(1)
Sales Promotion	144	(1)
Sales-Response Function Curve	144	(1)
Scarcity Appeal	145	(1)
Segmentation by Age	146	(1)
Segmentation by Ethnic Heritage	146	(1)
Segmentation by Gender	147	(1)
Segmentation by Generation	148	(1)
Segmentation by Geographic Area	149	(1)
Segmentation by Income	150	(1)
Segmentation by Industry	150	(1)
Segmentation by Product Usage	151	(1)
Segmentation by Size	152	(1)
Sender	152	(1)
Severity	153	(1)
Sexual Appeal	153	(2)
Similarity	155	(1)
Slice-of-Life Execution	155	(1)
Social Responsibility Advertising	156	(1)
Source Characteristics	157	(2)
Specialty Advertising	159	(1)
Spokespersons and Sources	159	(2)
Sponsorship Marketing	161	(1)
Standardization	162	(1)
Stereotyping	162	(1)
Stimulus Codability	163	(1)
Storyboard	163	(1)
Straight Rebuy	164	(1)
Substantiation (of Advertising Claims)	164	(1)
Sweepstakes	165	(1)
Tagline	165	(1)
Target Market Analysis	166	(1)
Television Advertising	166	(2)
Testimonial Execution	168	(1)
Theater Test	168	(1)
Three-Exposure Hypothesis	169	(1)
Threshold Effect	170	(1)
Top Choice	170	(1)
Top-of-Mind Brand	170	(1)
Trade Promotion	171	(1)
Trade Regulation Ruling	172	(1)
Traffic Manager	172	(1)
Transmission Device	173	(1)
Unaided Recall	173	(1)
Unique Selling Proposition Message Strategy	174	(1)
Use or Application Positioning Strategy	174	(1)
User	175	(1)
Utility	175	(1)
Values	176	(1)
Variability Theory	176	(1)
Viral Marketing	177	(1)
Visual Consistency	177	(1)
Visual Esperanto	178	(1)
Visual Image	178	(1)
Vulnerability	179	(1)
Warmth Meter	180	(1)
Wheeler-Lea Amendment	181	(2)
Appendix. Advertising Resources	183	(18)
Notes	201	(4)
Index	205