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IN12 Name and Company Index Belch: Advertising and Promotion, Sixth Edition Volkswagen, 51, 103, 289–290, 310, 410, 436, 566, 661 Volvo, 118, 418, 476, 494, 495, 508, 518, 716, 717, 740 Vons, 649 Vranica, Suzanne, 138, 174, 277, 355, 796, 797, 802, 815 W Wackman, Daniel B., 796, 817 Wagner, Lindsay, 173 Wagner, Mary, 486 Waitt, Ted, 91, 171 The Wall Street Journal, 137, 138, 174, 248, 256, 305, 327, 413, 414, 415, 455, 456, 495, 578, 687, 779 Wallace, David J., 805 Wallas, Graham, 246 Wallendorf, Melanie, 803 Wal-Mart, 28, 37, 62, 106, 249, 519, 574, 587 Walsh, Ann, 816, 817 Walsh, David, 764 Walt Disney Co., 15, 17, 83, 97, 173, 302, 352, 360, 368, 369, 448, 449, 456, 508, 536 Walt Disney Pictures, 97 Walters, Barbara, 574 Walters, John P., 773 Wansink, Brian, 798 Ward, Montgomery, 463 Ward, Scott, 15, 817 Warner, Fara, 236, 813 Warner Communications, 688 Warner-Lambert, 733 Warren, Irwin, 803 Wartella, Ellen, 817 Wartzman, Rick, 140 Warwick, Dione, 461 Washington, Denzel, 178, 772 The Washington Post, 416, 426, 427 Wasseman, Todd, 804 Wasserman, Tom, 138 Water Bearer Films, 450 Waterford Crystal, 193 Watson, Paul, 636, 811 WB Network, 358, 411 WD-40 Co., 399, 521–522, 555, 660, 690 Weather Channel, 365 Webb, Don R., 817 Webb, Peter H., 801 Webex, 611 Weiden & Kennedy, 21 Weider Publications, 396 Weidlich, Thom, 495, 808 Weilbacher, William, 161–162, 266–267, 799, 801, 802, 803 Weinberger, Marc G., 801 Weingarten, Marc, 808 Weis, Michael J., 375 Weitzen, Jeff, 91 Back Matter Index © The McGraw−Hill Companies, 2003 Welch, Jack, 615 Welch, Mary, 802 Weldon, Fay, 452 Wells, William, 270, 797, 803, 808 Wells Fargo, 384, 457, 602 Wendy’s, 171, 252, 256, 363, 591 Wenner, Jan, 391 Wentz, Laurel, 240, 676, 796, 809, 812, 813 Werner, Ray O., 815 West, 224 Westin Hotels & Resorts, 248 Westways, 403 Westwood One, 383 WGN, 365, 366 Wheaties, 252 Whelan, Elizabeth M., 818 Whipple, Thomas W., 818 Whirlpool, 89, 155–156, 310, 645 White, Erin, 397, 813 White, Gordon E., 804 White Rabbit, 680 Whitlow, S. Scott, 812 Whittle, Chris, 763 Whittle Communications, 456 Wicks, Jan LeBlanc, 814 Wiechmann, Ulrich E., 813 Wieden, Dan, 259 Wieden & Kennedy, 84, 240, 243, 259 Wilke, Mike, 818 Wilkes, Robert E., 818 Wilkie, William L., 797, 800, 801, 809, 815, 816 Wilkinson, Amanda, 808 Wilkinson Sword, 738–739 Williams, Jerome D., 809 Wilsion, Joy Johnson, 815 Wilson, David T., 799 Wilson Sporting Goods Co., 551 Windigo, 496 Wine Institute, 714 Winski, Joseph M., 813 Winston, 287, 588 Winters, Rebecca, 166 Wirthlin Worldwide, 622 The Wiseguys, 289 W.K. Buckley Limited, 181, 182 Wolf, Michael J., 602, 795, 810 Woman’s Day, 394, 403, 532, 668 Woman’s World, 393, 394, 403 Women’s National Basketball Association (WNBA), 359 Women’s Wear Daily, 395 Wonderbra, 567 Wong, Edward, 236 Wood, Andy, 801 Wood, Douglas J., 814 Woodruff, David, 697 Woods, Bob, 809 Woods, Tiger, 117, 168, 173, 178, 235, 625, 675 Woodside, Arch G., 799 Woodward, Keith, 194 Woodward, Nancy Hatch, 807 Working Woman, 409, 767 World Bank, 683 Wotruba, Thomas, 600–601, 810 WPP Group, 78, 98, 663 Wright, Peter L., 797, 798 Wright, Richard A., 814 Wrigley, 153, 243–244, 287, 291, 470 Wrigley, Bill, Jr., 291 Wunderman, 94 Wynter, Leon E., 818 X Xerox, 151, 183, 293, 501, 612, 669, 673, 697 XM Satellite Radio, 380, 381–382 Y Yahoo!, 174, 249, 457 Yahoo! Internet Life, 409 Yalch, Richard, 125 Yang, Catherine, 806 Yankee, 396 Yankelovich Skelly & White, 593 Yates, Karen, 813 Yee-Lin, Tze, 813 YM, 106, 397, 403, 652, 653 Yoon, Sung-Joon, 620 York, 586 Young, Doug, 805 Young, James Webb, 244–246, 803 Young & Rubicam, 3, 90, 249, 318, 612, 680 Youth AIDS, 500 Y&R Advertising, 77 Z Zachary, G. Pascal, 812 Zacson Corp., 610 Zagat, 56 Zaichkowsky, Judith, 154, 798 Zajonc, Robert B., 797 Zanot, Eric J., 814 ZapMe Corp., 763 Zelwegger, Renee, 286 Zenith, 37, 144, 149, 713 Zepeda, Teresa, 266 Zerex, 282 Zero One Design, 170 Zhang, Yong, 801 Zielske, Hubert A., 811 Zimmerman, Eilene, 616 Zoglin, Richard, 817 Zotti, Ed, 810 Zucker, Jeff, 300 Zufryden, Fred S., 804 Zyman, Sergio, 795
Belch: Advertising and Promotion, Sixth Edition A Ability, 159 Absolute cost, 323 Account executive, 79–80 Account planning, 246–247 Account-specific marketing, 519–520 Actual state, 107 Ad agency review consultants, 93 Ad click rate, 487 Ad clicks, 487 Ad execution-related thoughts, 158 Ad views (impressions), 487, 502 Adjacencies, 364 “Admazines,” 402–403, 404 Advertainment, 68, 749–750 Advertiser-supported syndication, 362 Advertising, 16–18 business-to-business, 19 classifications of, 19 cooperative, 552–554 corporate; see Corporate advertising corrective, 730–733 creative strategy; see Creative strategy creativity in; see Advertising creativity criticisms of, 753–772 deception/untruthfulness, 754 offensiveness/bad taste, 754–756 sexual appeals, 756–757 social/cultural impact; see Social/ cultural impact, of advertising deceptive; see Deceptive advertising decline in, 12 direct marketing combined with, 465 direct-response, 20, 201, 475 economic effects of, 772–779 economies of scale in, 231–232, 775 effectiveness of, 193–194 global; see Global advertising growth of, 5–7 image, 257, 265–266, 585–588 IMC program development, 27 international; see International advertising/promotion local, 19, 361, 383 national, 19 organizing for, 71–76 personal selling combined with, 606–609 primary-demand, 19 product pricing and, 61–62 professional, 19, 714–715 promotional products combined with, 445 public relations combined with, 609 retail, 19 sales promotion combined with, 554–556 selective-demand, 19 subliminal, 115–116 teaser, 274–275 trade, 19, 64 youth bias in, 143–144 Advertising agencies, 69–70, 75–93 account services, 79–80 accountability of, 14, 87 art department, 82 billings, 77 clients, gaining and losing, 90–93 compensation systems, 85–88 Back Matter Index © The McGraw−Hill Companies, 2003 copywriters, 82 creative boutiques, 83, 84 creative services, 82 departmental system, 82 financial audits, 88 full-service, 79 group system, 82–83 IMC capabilities, 81, 98–99 in-house, 75–76 for international marketing, 678–682 management and finance, 82 marketing services, 80–81 media buying services, 83–85 media department, 80 organization and structure of, 79, 82–83 performance evaluation, 88–93 production department, 82 qualitative audits, 88 reasons for using, 78–79 research department, 80 self-regulation by, 712–714 superagencies, 77–78 traffic department, 82 types of, 79–85 Advertising appeals, 183–187, 266–275; see also Creative execution styles combining, 272–273 comparative; see Comparative advertising competitive advantage, 268 emotional, 269–273 favorable price, 268 fear, 184–185 feature, 268 humor, 185–187, 282 informational/rational, 267–269, 272–273 news, 268 nostalgic, 271 product/service popularity, 268–269 refutation, 181 reminder advertising, 274 sexual, 756–757 teaser advertising, 274–275 transformational ads, 270–272 Advertising campaign, 251–254 Advertising creativity, 237–243; see also Creative strategy defined, 241 hard-sell advertising vs., 245–246 importance of, 237–239 perspectives on, 239–243 standards for, 242 Advertising Digital Identification (Ad-Id), 503 Advertising manager, 71–72 Advertising Research Foundation, 93, 250, 550 Advertising substantiation, 729–730 Advertorials, 477, 507 Advocacy advertising, 590 Aerial advertising, 436 Affect referral decision rule, 120 Affective stage, 150 Affiliates, 358 Affirmative disclosure, 726–728 Affordable method, 218 African-Americans sales promotion aimed at, 517–518 stereotyping of, 768 Subject Index Agency compensation, 85–88 commission system, 85–87 cost-plus system, 87 fee-commission combination, 87 fixed-fee method, 87 future of, 88 incentive-based system, 87–88 negotiated commission, 86–87 percentage charges, 88 AIDA model, 147–148 Alcoholic beverage advertising, 709–710 to college/underage drinkers, 752 sexual appeals, 756–757 Allocation models, 329 Alpha activity, 638 Alternative media, 432 Ambush marketing, 431 American Advertising Federation (AAF), 716 advertising principles, 755 Great Brands campaign, 16, 223 value of advertising promotion, 779 American Association of Advertising Agencies (AAAA), 93, 716 Ad-Id system, 503 background research and, 248 client-agency relationships, 90 comparative advertising guidelines, 718 IMC definition, 9 responses to critics, 765, 766, 775, 776 self-regulation by, 716, 718 sweeps, 375 value of advertising promotion, 113, 778, 779 American Association of Retired Persons (AARP), 45 American Bar Association (ABA), 714, 715, 724, 733, 740 American Family Association, 770 American Marketing Association (AMA), 466 marketing definition, 7 American Medical Association (AMA), 585, 709, 710 American Red Cross, 7, 500 American Trucking Association, 437 Animatic, 251 Animation, 279–280 Arbitrary allocation, 218 Archetype research, 132–133 Art department, 82 Asian-Americans, 768–769 Aspirational reference groups, 129 Association of National Advertisers (ANA), 86, 88, 206, 503, 716 Association of Talent Agents, 78 Association tests, 111 Associative process, 123–124 Attitude toward the ad, 158 Attitudes, 117–119 Attractiveness, 172–177 Audimeter, 373 Audiotex, 446, 477–478 Average frequency, 321 Average quarter-hour (AQH), 385 Average quarter-hour rating (AQH RTG), 386 Average quarter-hour share (AQH SHR), 386 Awards, 240 for media planning, 327 Ogilvy Award, 622–623, 627, 648, 651 IN13
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