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Belch: Advertising and
Promotion, Sixth Edition
learning process, 123–127
motives, 109–112
operant conditioning, 125–126
overview, 105–107
reference groups, 129
response process; see Response process
situational determinants, 130–131
social class and, 128–129
subcultures and, 128–129
Consumer franchise building (CFB)
promotions, 520–522
Consumer juries, 631–633
Consumer magazines, 393–394
Consumer socialization process, 760
Consumer-oriented sales promotion, 22, 513,
514, 522–544
bonus packs, 541
building brand equity with, 524–525
contests, 525, 537–540, 740–742
coupons; see Coupons
defending current customers with, 524
event marketing, 543
frequency programs, 541–542
IMC enhancement with, 524–526
increasing consumption with, 523–524
objectives, 522–525, 543–544
obtaining trial/repurchase with, 522–523
premiums, 535–537
price-off deals, 541
problems with, 539
refunds/rebates, 540–541
sales promotion trap, 557–558
sampling, 526–529
sweepstakes, 537–540, 740–742
target marketing with, 524
techniques for, 526–544
Content sponsorship, 496
Contests, 537–540
building brand equity with, 525
regulation of, 740–742
trade-oriented, 546–547
Continuity, 314, 316
Continuity programs, 541–542
Continuous reinforcement schedule, 125
Contribution margin, 213
Controlled-circulation basis, 405
Convergence, 299–300
Cookie, 502
Cooperative advertising, 552–554
Copy, 285
Copy platform, 254–255
Copywriters, 82
Corporate advertising, 583–593
advantages/disadvantages, 592
advocacy advertising, 590
cause-related marketing, 590–592
effectiveness measurement, 593
event sponsorship, 588–590
financial support generation, 587–588
image advertising, 585–588
objectives, 585
recruiting, 586–587
sponsorship, 586
stadium naming, 589
types of, 585–592
Corrective advertising, 730–733
Cost per click (CPC), 487
Cost per order (CPO), 480
Cost per ratings point (CPRP), 323
Cost per thousand (CPM), 323–326, 487
Cost-plus system, 87
Council of Better Business Bureaus, 711,
715–716, 727
Counterarguments, 157–158
Coupons, 529–535
advantages/limitations, 529–530
cost calculations, 530
distribution methods, 531–534
in foreign markets, 691
Back Matter Index © The McGraw−Hill
Companies, 2003
online, 535
trends in, 534–535
Coverage, 301–303
Creative boutiques, 83, 84
Creative execution styles, 266, 275–283; see
also Advertising appeals
animation, 279–280
combinations, 282–283
comparison, 277
demonstration, 277
dramatization, 281–282
evaluation/approval of, 291–296
fantasy, 281
humor, 282
print advertising tactics, 283–286
scientific/technical evidence, 277
slice-of-life, 278–279
straight sell/factual message, 275–277
television advertising tactics, 286–290
testimonials, 277–278
Creative selling, 603
Creative space buys, 399
Creative strategy, 31, 234–297
account planning, 246–247
advertising appeals; see Advertising appeals
advertising campaign, 251–254
background research, 247–248
brand image creation, 257, 265–266
campaign theme, 251–254
challenges, 243
copy platform, 254–255
creative process, 244–251
development of, 251–260
evaluation/approval of, 291–296
execution styles; see Creative execution
styles
general preplanning input, 247–248
inherent drama, 258
international advertising, 683–684
for low involvement products, 152–153
major selling idea, 255–260
personnel considerations, 244
planning, 243–251
positioning; see Positioning
problem detection, 248
product/service-specific preplanning input,
248–250
qualitative research input, 250–251
risk taking, 243–244
slogans, top ten, 252
unique selling proposition, 256–257
verification/revision, 251
Creative tactics, 237; see also Creative execution
styles
Creativity; see Advertising creativity; Creative
strategy
Credibility, 168–172
Cross-media advertising, 411, 426
Cross-ruff coupon, 533
Cross-selling, 468, 470, 605
Cultural symbols, 54
Cultural values, 665
Culture, consumer behavior and, 127–128
Cume, 385–386
Custom publications, 402–403, 404
Custom Publishing Council, 404
Customer analysis, 29
Customer relationship management (CRM),
468–469, 602
Customers, lifetime value of, 8
D
DAGMAR model, 206–209
Daily inch rate, 323–324
Daily newspapers, 413
Database, 467
business-to-business, 468
consumer, 468–469
effectiveness measurement, 471
functions of, 468–469
information sources for, 469–471
Database marketing, 12–14, 411, 467–471
Day-after recall tests, 636, 643–644
Dayparts, 364, 384
Decentralized system, 72–75, 76, 678
Deception, 726
Deceptive advertising, 725–733, 754
advertising substantiation, 729–730
affirmative disclosure, 726–728
cease-and-desist orders, 730
complaint procedure, 731
consent orders, 730
corrective advertising, 730–733
defined, 726
FTC remedies for, 730–733
on the Internet, 507
puffery, 725–728
Decision maker, family decision making, 129
Decision-making process, 107–123
alternative evaluation, 114–117
attitudes and, 117–119
decision rules, 119–120
evaluative criteria, 116–117
evoked set, 116
family roles in, 129–130
information search, 112–114
integration processes, 119–120
model of, 105
perception, 113–114
postpurchase evaluation, 120–122
problem recognition, 107–109
purchase decision, 120
variations in, 122–123
Decoding, 143–145
Demographic segmentation, 46–47
Demographic selectivity, 396
Demonstration advertising, 277
Departmental system, ad agency, 82
Dependent variables, 166–167
Designated market areas (DMAs), 374
Differentiated marketing, 50–51
Differentiation, 774
Digital video recorders, 349–350
Direct broadcast satellite (DBS) services,
370, 689
Direct channels, 62
Direct headlines, 283–284
Direct mail, 471–474
characteristics of, 330
coupon delivery by, 531–533
Internet and, 474, 500–501
regulation of, 743
Direct marketing, 18–20, 460–483
advantages/disadvantages, 480–481
advertorials, 477, 507
broadcast media and, 475
catalogs, 474–475
database development, 467–471
defined, 463
direct mail; see Direct mail
direct selling, 478–480, 743–744
effectiveness measurement, 480
electronic teleshopping, 478
flowchart, 464
growth of, 463–465
infomercials, 11, 461–462, 475–477
Internet and, 478, 500–501
objectives, 467
one-step approach, 471
personal selling combined with, 610–611
print media and, 477
promotional products combined with, 445
regulation of, 742–744
role in IMC program, 27, 465–467
scam artists, 482
strategies/media, 471–480
telemarketing, 477–478, 610, 743
IN15
Subject Index
Chapter Number Chapter Title