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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
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