Selecciones - Webs
Selecciones - Webs
Selecciones - Webs
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IN16<br />
Subject Index<br />
Belch: Advertising and<br />
Promotion, Sixth Edition<br />
Direct marketing—Cont.<br />
teleshopping, 477, 501<br />
two-step approach, 471<br />
Direct Marketing Association (DMA), 469,<br />
471, 572, 743, 744<br />
Direct selling, 478–480, 743–744<br />
Direct Selling Association, 743–744<br />
Direct source, 168<br />
Directional medium, 446–447<br />
Direct-response advertising, 20, 201, 475<br />
Direct-response agencies, 94<br />
Direct-response media, 463<br />
Disassociative reference groups, 129<br />
Display advertising, 416<br />
Dissatisfaction<br />
postpurchase, 121, 151<br />
problem recognition and, 107<br />
Dissonance/attribution model, 150, 151–152<br />
Distribution channels, 62<br />
Diverting, 549<br />
Domain name, 487<br />
Door-to-door sampling, 527<br />
Dramatization, 281–282<br />
Duplicated reach, 318<br />
Dyadic communication, 599<br />
E<br />
E-commerce, 494, 501<br />
Economic censorship, 769–771<br />
Economic impact, of advertising, 772–779<br />
competition, 775–776<br />
consumer choice, 774–775<br />
information, 777, 778<br />
market power, 777–778<br />
product costs/prices, 776–777<br />
Economic infrastructure, 662<br />
Economies of scale, 231–232, 775<br />
Edward Davis Educational Foundation, 518<br />
Effective reach, 320–321<br />
Effectiveness measurement, 618–654<br />
advertising, 193–194<br />
arguments against, 623–625<br />
arguments in favor of, 621–623<br />
of budgeting decisions, 626<br />
comprehensive measures, 644<br />
concept testing, 629–631<br />
consumer juries, 631–633<br />
corporate advertising, 593<br />
current methods, problems with, 647–648<br />
database, 471<br />
day-after recall tests, 643–644<br />
diagnostics, 644<br />
direct marketing, 480<br />
dummy advertising vehicles, 634<br />
effective testing essentials, 648<br />
eye tracking, 638, 639<br />
field tests, 626, 628<br />
Flesch formula, 634<br />
focus groups, 629–631<br />
how to test, 628–629<br />
IMC impact, 619–620, 651–653<br />
inquiry tests, 640–641<br />
Internet, 501–504, 619–620<br />
laboratory tests, 626, 627–628<br />
market testing, 638–647<br />
media planning and, 305<br />
media strategies, 625–626<br />
message, 625<br />
nontraditional media, 650<br />
objectives and, 196<br />
on-air tests, 636<br />
PACT principles, 628, 647–648<br />
personal selling, 613–616<br />
persuasive measures, 644<br />
physiological measures, 636–638<br />
portfolio tests, 633<br />
posttests, 626, 627<br />
of broadcast commercials, 643–647<br />
of print ads, 638–643<br />
Back Matter Index © The McGraw−Hill<br />
Companies, 2003<br />
pretests, 626–627, 633–638<br />
of broadcast ads, 634–638<br />
of print ads, 633–634<br />
public relations, 577–579, 584<br />
publicity, 583, 584<br />
readability tests, 634<br />
recall tests, 642–643<br />
recognition tests, 641–642<br />
rough testing, 631–633<br />
sales promotion, 648–650<br />
single-source tracking studies, 645–646<br />
of source factors, 625<br />
sponsorships, 650–651<br />
Starch readership studies, 641–642<br />
television advertising, 619–620<br />
test marketing, 644–645<br />
testing bias, 627–628<br />
theater tests, 635<br />
tracking studies, 646–647<br />
what to test, 625–626<br />
when to test, 626–627<br />
where to test, 627–628<br />
Effies, 240<br />
Eight-Sheet Outdoor Advertising<br />
Association, 438<br />
80-20 rule, 49<br />
Elaboration likelihood model (ELM),<br />
158–161<br />
Electrodermal response, 636<br />
Electroencephalographic (EEG) measures, 638<br />
Electronic mail (e-mail), 487<br />
Electronic teleshopping, 478<br />
Emotional appeals, 269–273<br />
bases for, 269<br />
rational appeals combined with, 272–273<br />
transformational ads, 270–272<br />
Emotional bonding, 273<br />
Emotional integration, 270<br />
Encoding, 141<br />
Endorsement, 278; see also Celebrity<br />
endorsement<br />
Environmental analysis, 29<br />
Environmental Protection Agency, 728<br />
Esteem needs, 109–110<br />
Ethics, 751–753; see also Social/cultural<br />
impact, of advertising<br />
AAF advertising principles, 755<br />
advertising to children, 758–764<br />
alcoholic beverage advertising, 709–710,<br />
752, 756–757<br />
deceptive Internet practices, 507<br />
deceptive/untruthful advertising, 754<br />
direct selling code of ethics, 744<br />
in-school marketing, 763–764<br />
network censors, 759–760<br />
offensive advertising, 754–756<br />
online privacy issues, 744–746<br />
sexual appeals, 756–757<br />
shock advertising, 757–758<br />
stealth marketing, 431–432, 749–750<br />
subliminal advertising, 115–116<br />
Ethnocentrism, 665<br />
Ethnographic research, 250<br />
Evaluation models, 329<br />
Evaluative criteria, 116–117<br />
Event marketing, 543<br />
Event sampling, 528<br />
Event sponsorship, 543<br />
corporate advertising, 588–590<br />
effectiveness measurement, 650–651<br />
Everyday low pricing (EDLP), 549–550<br />
Evoked set, 116<br />
Exchange, 7<br />
Exclusive, 574<br />
External analysis, 27, 28–29<br />
External audiences, 569<br />
External audits, 579<br />
External search, 112–113<br />
Externally paced information, 188<br />
Eye tracking, 638, 639<br />
F<br />
Factual message advertising, 275–277<br />
Failure fees, 549<br />
Fame Index, 178–179<br />
Family decision making, 129–130<br />
Fantasy appeals, 281<br />
Favorable price appeals, 268<br />
FCB planning model, 154–155<br />
Fear appeals, 184–185<br />
Feature appeals, 268<br />
Federal Bureau of Investigation (FBI),<br />
440, 539<br />
Federal Communications Commission (FCC),<br />
115, 361, 382, 711, 734–735<br />
Federal regulation<br />
background on, 723<br />
Bureau of Alcohol, Tobacco, and Firearms<br />
(BATF), 738<br />
current status of, 733–734<br />
Fairness Doctrine, 734<br />
FCC; see Federal Communications Commission<br />
(FCC)<br />
FDA (Food and Drug Administration), 268,<br />
711, 735–738<br />
First Amendment and, 722–723, 732–733<br />
FTC; see Federal Trade Commission<br />
(FTC)<br />
Lanham Act, 738–739<br />
Postal Service; see U.S. Postal Service<br />
prescription drug advertising, 737–738<br />
Supreme Court; see U.S. Supreme Court<br />
Federal Trade Commission Act, 723<br />
Federal Trade Commission (FTC), 711,<br />
722–734<br />
advertising to children, 760–761<br />
alcohol advertising to youth, 752<br />
Bureau of Competition, 723<br />
Bureau of Consumer Protection,<br />
723–724, 740<br />
Bureau of Economics, 723<br />
comparative advertising, 183<br />
complaint procedure, 731<br />
country of origin claims, 728<br />
current regulatory status of, 733–734<br />
deceptive advertising; see Deceptive<br />
advertising<br />
direct marketing, 482, 742–744<br />
FTC Improvements Act, 724, 725, 733<br />
Internet marketing, 744–746<br />
900-Number Rule, 743<br />
Pay-Per-Call Rule, 743<br />
product placements, 453<br />
professional advertising, 714<br />
sales promotion regulation, 740–742<br />
slotting fees, 549, 742<br />
trade regulation rules, 724<br />
unfairness interpretation, 724–725<br />
uniqueness claims, 257<br />
Wheeler-Lea Amendment, 723, 724<br />
Federation Internationale de Football Association<br />
(FIFA), 432, 458<br />
Fee-commission combination, 87<br />
Feedback, 145<br />
Field of experience, 143<br />
Field tests, 626, 628<br />
File transfer protocol (ftp), 487<br />
Financial audits, 88<br />
First-run syndication, 362<br />
Fixed-fee method, 87<br />
Flat rates, 424<br />
Flesch formula, 634<br />
Flighting, 314, 316<br />
Florists’ Transworld Delivery<br />
Association, 301<br />
Focus groups, 111, 250, 629–631<br />
Food and Drug Administration (FDA), 268,<br />
711, 735–738<br />
Forward buying, 549<br />
Freestanding inserts, 531
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