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Belch: Advertising and Promotion, Sixth Edition A AAA Going Places, 403 Aaker, David A., 52, 54, 214, 485, 486, 493, 796, 799, 801, 802, 803, 811, 817 A.B. Zeller, 474 ABA Journal, 455 Abacus, 501 Abbot Laboratories, 730 ABC, 23, 30, 144, 174, 358, 359, 360, 365, 366, 368, 431, 508, 574, 710, 756, 759 ABC Radio Network, 383 ABC/Capital Cities, 369 Abercrombie & Fitch, 40, 46, 48, 106, 757–758 Abernethy, Avery, 382, 448, 805, 814 Abrams, Bill, 797, 802 Abrams, Lee, 381 Absolut, 17, 18, 241–242, 265, 266 A.C. Nielsen Co., 45, 226, 230, 372, 446, 645, 657, 658, 683, 685; see also Nielsen Media Research Accenture, 585 Access Resources Services, Inc., 482 Achenbaum, Alvin, 797 Action for Children’s Television (ACT), 761 ActMedia, 438, 534 Adams, Chris, 738 AdCenter at Virginia Commonwealth, 751 Addvantage Media Group, 438 Adidas, 165, 432, 458 ADLINK Digital Interconnect, 367 Adobe Systems, 477 Advanced Promotion Technologies, 438 Advertising Age, 17, 77, 103, 215, 240, 248, 252, 259, 287, 334, 414, 428, 448, 494, 553, 564, 565, 572, 583, 762, 779 Advertising Research Foundation, 619, 648 Advo Inc., 528, 531 Adweek, 248, 327, 774, 779 A&E Network, 365, 370 Affleck, Ben, 286 AFLAC, 281 Agassi, Andre, 117, 168 AGB, 373 AGENCY.COM, 95, 96 Agnew, Joe, 810 Agrawal, Maduh, 813 Agres, Stuart J., 803 Ahmed, Salim, 432 Ahuvia, Aaron C., 817 Aiello, Thomas L., 6 Air Products & Chemicals, 481 Airwalk, 756, 757 Ajzen, Icek, 797 akademiks, 486 Albion, Mark, 776, 777, 819 Alcone Marketing Group, 582 Alden, Dana L., 692, 814 Alexa, 503 Alexander, Jason, 178 Alexander, Ralph S., 795 Alka-Seltzer, 238, 245 Allen, Bruce H., 814 Allen, David, 375 Allen, Paul, 97 Alley, Kirstie, 178 Allianz, 585 Back Matter Index © The McGraw−Hill Companies, 2003 Name and Company Index IN Allport, Gordon, 117, 797 Allstate Insurance, 288 Allure, 752 Al-Makaty, Safran S., 812 Almay, 95 Almond Board of California, 181, 182 Alpine Promotions, 438 Alpo Petfoods, 470, 738 Alreck, Pamela, 802 Alsop, Ronald, 795, 797, 799, 802, 810, 817, 818 Altera, 615 Alternative Press, 391 Altoids, 274, 435, 779 Altria Group, Inc., 586; see also Philip Morris Cos. Alwitt, Linda F., 805 Amara Raja, 663 Amazon.com, 62, 494, 503 Ambler, Tim, 161, 799 AMC Entertainment Inc., 449 America Online (AOL), 11, 223, 359, 411, 437, 440, 474, 496, 507, 691 American Airlines, 11, 12, 45, 72, 118, 454, 456, 512, 518, 536, 541–542, 589 American Business Press, 209 American Can Co., 295 American Cybercast, 97 American Express, 105, 173, 463, 473, 669, 688 American Family, 411, 538, 741 American Legacy Foundation, 736 American Legion Magazine, 403 American Movie Classics, 365 American Productivity and Quality Center, 615 American Way, 455 Ameritech, 456 Ameritrade, 276 Amicada, 495 Amoeba, 238 Amtrak, 53, 454 Amway, 20, 478, 479 Anderson, Rolph E., 810 And 1, 166 Andover Franchising, Inc., 223 Andrews, J. Craig, 812, 817 Andruss, Paula Lyon, 812 Anheuser-Busch, 30, 84, 104, 186, 223, 253, 281, 353, 356, 659, 752, 753, 769, 775 Animal Planet, 365 Anonymous Content, 67 Anrep, G.V., 797 Answerthink Interactive Marketing, 96 Anton, Susan, 625 ANZ Bank, 589 AOL-Time Warner, 17, 302, 352, 358, 411 Apple Computer, 52, 91, 230, 277–278, 286, 291, 407, 495, 558, 566, 577, 592, 659 Applied Industrial Technologies, 501 Arbitron Ratings Co., 329, 334, 372, 376, 385–386, 504 Arbor Mist Winery, 567 Archer, John F., 814 Archipelago, 327 Architectural Digest, 322, 400 Architectural Forum, 395 Arens, William F., 801, 804 Arm & Hammer, 53, 523 Armor All, 528 Armstrong, Gary M., 817 Armstrong, Lance, 173, 176, 235, 675 Arndt, Johan, 214, 802 Arnell Group, 91–92 Arnold Advertising, 84 Arnold Worldwide, 77 Arnould, Eric J., 803 Aronson, E., 799 Arrarte, Anne Moncreiff, 812 Arrid, 59 Arteaga, Erasmo, 45 Arthur Andersen, 589 Artzt, Edwin L., 809 Ashley, Morris, 518 Ashmore, Richard, 800, 818 Ashworth, 105 Aston Martin, 12 AstraZeneca, 581 Atkin, Charles, 800 AT&T, 17, 45, 91, 132, 223, 270, 279, 363, 376, 418, 433, 446, 448, 586, 590, 602, 616, 639 AT&T Wireless, 384 Attache, 407, 455 Audi, 384, 612 Audience Measurement by Market for Outdoor (AMMO), 439, 440 Audit Bureau of Circulation, 334, 394, 403, 405, 406, 504 Audits and Surveys, 230, 438 Ault, Johanna, 811 Aussie Home Loans, 589 Austin, Erica Weintraub, 801 Australian Tourist Commission, 63, 659 Autozone, 384 Aventis, 581, 585 Avis, 42, 54, 252, 256 Avon, 24, 62, 75, 478, 588 Axelrod, Joel N., 811 Aylesworth, Andrew, 188, 801 B Baar, Aaron, 495 Babakus, Emin, 809 Bacall, Lauren, 749 Bacardi, 710 Bacharach, Burt, 673 Bachman, Katy, 305, 805 Backman, Jules, 817 Badu, Erykah, 518 Baglole, Joel A., 800 Bagozzi, Richard P., 795, 800, 818 Baker, Michael J., 800 Baldinger, Allan L., 811 Baldwin, Beth, 804 Ball, Jeffrey, 133, 797 Ballmer, Steve, 574 Bally Leather, 674 Bally’s Health & Tennis Corp., 478 Bamossy, Gary J., 812 Banana Boat Suncare, 378–380 Banana Republic, 475 Bank of America, 586 Barbour, Fredric, 797
Belch: Advertising and Promotion, Sixth Edition Barenaked Ladies, 289 Barkley, Charles, 165 BAR/LNA; see Competitive Media Reporting Barnes & Noble, 62, 494 Barone, Amy, 809 Barone, Michael J., 739, 815 Barron’s, 256 Barry, Thomas E., 799 Barry, Thomas S., 801 Bartle Bogle Hegarty, 68, 78, 90, 240, 245 BASF, 585 Baskin-Robbins, 327 Basney, Barbara, 612 Bass, Frank, 214, 802 Bates U.S.A., 13, 77 Bath & Body Works, 106 Batra, Rajeev, 798, 799, 803 Batt, Robert, 38 Bauer, Raymond, 765, 797, 817 Baurer, Betsy, 806 Bayer, 725 Bayus, Barry L., 798 BBC America, 365 BBC World Service, 381 BBDO, 248, 295, 435 BBDO Worldwide, 90, 230, 643 Bcom3 Group, 78 Bea Systems, 615 Beard, Fred K., 796, 797 Beardi, Cara, 539 The Beatles, 287, 288, 327 Beatrice Foods, 585 Beatty, Sally Goll, 253, 796, 797, 803, 804, 805, 813, 817 Bebe, 58 Beef, 394 Beeter, Amanda, 806 Beime, Mike, 470 Belch, George E., 798, 800, 812 Belch, Michael A., 450, 806, 812 Belk, Russell W., 797, 798 Belushi, Jim, 178 Ben & Jerry’s, 10, 28, 500 Benetton, 75, 674, 719, 752–753, 757 Benezra, Karen, 493–494, 807, 810 Benham, Lee, 777, 819 Bennett, Drabe, 812 Bennett, John, 586 Bennett, Peter, 463, 807 Benson & Hedges, 465 Bentley, Stephanie, 816 Berger, David, 319, 804 Berkowitz, Eric N., 44, 795, 796, 797, 816 Berkshire Hathaway, 587 Berman, Ronald, 762, 817 Berman Information Services, 606 Bermuda Tourism, 63 Bernbach, William, 245, 275, 276 Berry, Jon, 818 Berry, Leonard L., 795 Bertagnoli, Lisa, 676, 814 Best Buy, 37 BET Networks, 365, 381 Beta Research, 401 Better Homes & Gardens, 394, 403 Bettman, James R., 797 Beyond.com, 276 Bezjian-Avery, Alexa, 808 Bhargava, Mukesh, 435, 806 Bible, Geoffrey, 586 Big Boy, 450 Big Chair, 84 Big Red, 46 Bigelow, Bruce, 92, 806 Bijan, 758 Bill Communications, 474 Billabong USA, 106 Back Matter Index © The McGraw−Hill Companies, 2003 Billboard, 289 Bird, Laura, 811 Bittar, Christine, 738, 801 Black & Decker, 52, 53, 295 Black Enterprise, 518 Blair, Edward A., 809 Blair, Margaret H., 636, 811 Blasko, 224 Blender, 391, 392 Block, Lauren Goldberg, 185, 801 Block, M., 800 Blockbuster Entertainment, 465, 468, 469 Bloom, Paul, 549, 809, 819 Bloomberg News, 381 Blue Cross, 586, 738 BMW, 41, 46, 67–68, 88, 105, 118, 200–201, 237, 240, 249, 252, 277, 418, 465, 494, 591, 716, 725 Bobbie Dreams, 582 Boddewyn, J., 813 Bodine, Geoff, 477 Body Shop, 563 Boeing, 15, 132, 381, 672, 673 Boise Cascade, 205 Bon Jovi, 806 Bonoma, Thomas V., 798 Bose Corp., 20 Boston, 396 Boston Beer Co., 84, 757 Boucher, Geoff, 371 Bouchez, Brent, 245–246, 246, 802 Bouchez Kent and Company, 245 Bounds, Gwendolyn, 30, 410 Bove, Jose, 696 Bovee, Courtland I., 801 Bower, Amanda B., 800 Bower, Gordon S., 798 Bowie, David, 381 Boyd, Douglas S., 812 Boyle, John, 548 Boys & Girls Clubs of America, 772 Bozell & Jacobs Advertising, 592, 593 Bradford and Bingley, 589 Branch, Shelly, 658, 710, 803, 814 Brand Jordan, 404 Brand Keys, 193 Brand Marketing, 779 Brandes, Wendy, 804 Brandweek, 103, 193, 248, 449, 493–494, 779 Brandy, 806 Brann Worldwide, 94 Branson, Richard, 775 Bravo Network, 508 Brett, Daniel J., 818 Bridgestone/Firestone, 568, 577 Bristol, Terry, 760, 817 Bristor, Julia, 818 British Airways, 96, 301, 454, 669 British Satellite Broadcasting, 689 British Sky Broadcasting (BSkyB), 689 Britt, Stewart H., 209, 802 Broadcast Advertiser Reports, 334 Brock, T.C., 798, 801 Bronson, Charles, 179 Broom, Glen M., 565, 569, 809, 810 Brown, Dick, 137 Brown, Heidi, 38 Brown, Nigel A., 811 Brown, Randall S., 802 Brown, Stephen W., 799 Brown, William, 801 Browne, Beverly A., 818 Brown-Forman, 673 Brucks, Merrie, 817 Bruegger’s Bagels, 84 Bruzzone, Donald E., 817 Bryant, Elizabeth, 812 Bryant, Kobe, 165 Brylcreem, 287 Buchanan, Bruce, 815 Bud Lite, 186 Budweiser, 120, 185, 186, 249, 281, 289, 452, 586, 779 Buell, Victor P., 796 Buick, 173, 625 Bulman, Erica, 810 Bumble Bee Tuna, 313, 314, 323, 335–347, 568 Burbury, Rochell, 813 Burger King, 193, 237–238, 353, 384, 518, 532, 536, 558, 582 Burke, Marian C., 799 Burne, Tom, 799 Burnett, Carol, 178 Burnett, John, 803, 810 Burnett, Leo, 258, 276, 778 Burnkrant, Robert E., 800 Buron, Thomas M., 819 Burros, Marian, 697 Burson-Marsteller, 563, 694 Burton, Scott, 816 Busch, Paul, 799 Busch, R. F., 818 Bush, Alan J., 810 Bush, Barbara, 806 Business 2.0, 504 Business Ethics, 588 Business Publications Audit of Circulation, 334, 405 Business Week, 256, 326, 395, 412, 572, 687 Buster Brown, 54 Butterball, 566 buy.com, 501 Buzzell, Robert D., 813, 819 Byrne, John A., 812 C Caballero, M.J., 806 Cacioppo, John, 158, 799 Cadbury Schweppes, 104, 295 Cadillac, 41, 287, 288, 475, 590 Caffyn, John M., 811 Cahners Research, 600 Caldera, Louis, 3 Califee, John E., 815 California Kiwi Fruit Commission, 567 California Milk Advisory Board, 97, 759 California Milk Processor Board, 95, 140, 247, 250 California Raisin Advisory Board, 279 Callahan, Sean, 807 Callaway Golf, 117 Calvin Klein, 59, 75, 410, 431, 452, 659, 673, 752, 753, 756, 757 Calvo, David, 371 Camargo, Eduardo G., 812 Cambridge SoundWorks, 284 Camel, 588 Camelbak, 183 Campanelli, Melissa, 809 Campbell, Leland, 801 Campbell Mithun, 77 Campbell Soup Co., 41, 42, 88, 119, 287, 363, 418, 525, 645, 716, 728, 731–732, 739 Campbell-Ewald, 77, 622 Canfield, Bertrand R., 795 Cannon, Joseph, 549, 809 Canon, 37, 105, 183, 293, 690 Cantor, Joanne, 818 Capital One, 41–42 Capon, Noel, 799 Cappo, Joe, 795 IN1 IN1 Name and Company Index Chapter Number Chapter Title
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