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IN14
Subject Index
B
Belch: Advertising and
Promotion, Sixth Edition
Balance-of-trade deficit, 660
Banner ads, 487, 496
Barrier to entry, 775
Barter syndication, 362
Behavioral stage, 150
Behavioristic segmentation, 49
Benchmark measures, 207–208
Benefit segmentation, 49
Better Business Bureau (BBB), 715
Big idea, 237, 255; see also Major selling
idea
Billboards; see Outdoor advertising
Billings, 77
Bleed pages, 398–399
Body copy, 285
Bonus packs, 541
Boomerang, 160
Bounce-back coupon, 533
Brand development index (BDI), 310–312
Brand equity, 59, 520, 524–525
Brand identity, 14
Brand loyalty, 120, 121, 516
Brand manager, 72–75
Branding, 59–60
brand strength research, 249–250
emotional bonding, 273
global, 657–658
image advertising, 257, 265–266
IMC role in, 14–16
Internet and, 492–494
power of, 15
promotional perspective, 59
sales promotion and, 516–517
Broadcast media, 348–389
direct marketing and, 475
radio; see Radio
television; see Television
Budgeting, 211–232
advertising-to-sales ratios by industry,
220–221
affordable method, 218
allocating budget, 229–232
approaches to, 217–229
arbitrary allocation, 218
build-up approaches, 225–228
client/agency policies and, 230
competitive parity, 222–224
computer simulation models, 228
cutting budgets, 223
economies of scale and, 231–232
effectiveness measurement, 626
establishing budget, 211–229
factors influencing, 215–217
IMC elements, 229–230
marginal analysis, 213–214
market potential and, 230
market share goals and, 230–231
market size and, 230
media strategy, 323–326
methods compared, 224
methods summarized, 228–229
objective and task method, 225–226
organizational characteristics and, 232
payout planning, 226–227
percentage of sales, 218–222
promotional planning process, 27, 31
quantitative models, 228
ROI method, 224
sales promotion, 554–555
sales response models, 214–215
theoretical issues, 213–215
top-down approaches, 217–225
Build-up budgeting approaches, 225–228
Bureau of Alcohol, Tobacco, and Firearms
(BATF), 738
Business/Professional Advertising Association
(B/PAA), 334
Back Matter Index © The McGraw−Hill
Companies, 2003
Business-to-business advertising, 19
database contents, 468
problem/solution approach, 279
Button, 487
Buying allowances, 547
Buzz marketing, 13
C
Cable television, 364–370
advantages of, 367–369
advertising on, 366–367
future of, 369–370
growth of, 364–366
limitations of, 369
major networks, 365
Campaign theme, 251–254
Cannes Lion Awards, 240
Carryover effect, 199–200
Cash system, 382–383
Catalogs, 474–475
Category development index (CDI), 311–312
Category management system, 73–75
Cause-related marketing, 590–592
Cease-and-desist order, 730
Celebrity endorsement
audience receptivity, 173–175, 625
controversial, 165–166
Fame Index, 178–179
involvement and, 160–161
in Japan, 170
meaning transfer model, 175–177
overexposure, 173
product overshadowing, 173
Q ratings, 178–179
risk in using, 175
testimonials, 278
Center for Science in the Public Interest, 710,
716, 761
Center on Alcohol Marketing and Youth, 752
Centers for Disease Control and Prevention
(CDC), 756
Central Hudson Test, 722
Central Intelligence Agency (CIA), 683
Central route to persuasion, 159–160
Centralized system, 71–72, 76, 677–678
Channel, 143, 167
Children; see also Teenagers
advertising regulation, 717
ethical issues, 758–762
in-school marketing, 763–764
online privacy, 746
premium regulations, 742
TV networks’ guidelines, 720
tweens (7-14 yr-olds), 106
Children’s Advertising Review Unit (CARU),
716–718, 761
Children’s Online Privacy Protection Act
(COPPA), 746
Children’s Television Act, 761
Circulation, magazine, 403, 405
City zone, 421
Classical conditioning, 123–125
Classified advertising, 416
Click, 502
Click-through, 502
Client server, 487
Clients, 69
creative output evaluation/approval by,
291–296
gaining and losing, 90–93
organizing for advertising/promotion, 71–76
Clio Award, 240
Clipping service, 222
Close, 604–605
Clutter, 188–189, 356
magazines, 402–403, 404
newspapers, 421
online, 505
public relations and, 577
radio, 382–383
sales promotion, 520
television, 188–189, 356
Cognitive dissonance, 121–122
Cognitive learning theory, 126–127
Cognitive orientation, 123
Cognitive responses, 157–158
Cognitive stage, 150
Collateral services, 70–71, 96–98
Comarketing, 519
Combination rates, 425
Commercial speech, 722
Commission system, 85–87
Common ground, 143
Communication, 136–163
analysis of, 27
audience aggregation, 146–147
channel; see Communication channels
cognitive processing of, 157–161
decoding, 143–145
dyadic, 599
encoding, 141
feedback, 145
message, 141–143
model of, 139–145
nature of, 139
noise, 145
receiver, 143–147
response, 145; see also Response process
semiotics, 142–143
source; see Source
Communication channels, 146, 167
clutter, 188–189
context/environment effects, 188
information processing differences, 188
media effects, 187–188
personal vs. nonpersonal, 187
Communication objectives, 31, 202–206
Communications effect pyramid, 203–204
Communications situation, 130
Communications task, 206
Comparative advertising, 183–184, 277
AAAA guidelines, 718
in foreign markets, 667–668
lawsuits arising from, 738–739
Competitive advantage, 41, 257
Competitive advantage appeals, 268
Competitive analysis, 29, 41–42
Competitive parity method, 222–224
Compliance, 177
Comprehension and reaction tests, 631
Computer simulation models, 228
Computers
budget simulation models, 228
in media planning, 326–331
in media strategy development, 328–331
optimizer software, 330–331
Conative stage, 150
Concave-downward function model, 214–215
Concentrated marketing, 51
Concept testing, 629–631
Conditioned response, 123–124
Conditioned stimulus, 123
Consent orders, 730
Consumer, family decision making, 129
Consumer behavior, 102–134
alternative approaches, 131–133
archetype research, 132–133
attitudes, 117–119
attribution theory, 557
behavioral learning theory, 123–126
classical conditioning, 123–125
cognitive learning theory, 126–127
culture and, 127–128
decision-making; see Decision-making
process
environmental influences on, 127–131
hypnosis, 132–133