Concise Encyclopedia of Advertising
1st Edition
Published on 2. January 2014
228 pages
978-1-317-78731-0 (ISBN)
Description
At your fingertipsfind 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.
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.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
File size
2,70 MB
ISBN-13
978-1-317-78731-0 (9781317787310)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Robert E. Stevens | David L. Loudon | Kenneth E. Clow
Concise Encyclopedia of Advertising
Book
04/2005
1st Edition
Routledge
€230.27
Shipment within 10-20 days
Robert E. Stevens | David L. Loudon | Kenneth E. Clow
Concise Encyclopedia of Advertising
Book
03/2005
1st Edition
Routledge
€104.25
Shipment within 10-20 days
Persons
Stevens, Robert E; Loudon, David L; Clow, Kenneth E.; Baack, Donald
Content
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
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
