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IN16 Subject Index Belch: Advertising and Promotion, Sixth Edition Direct marketing—Cont. teleshopping, 477, 501 two-step approach, 471 Direct Marketing Association (DMA), 469, 471, 572, 743, 744 Direct selling, 478–480, 743–744 Direct Selling Association, 743–744 Direct source, 168 Directional medium, 446–447 Direct-response advertising, 20, 201, 475 Direct-response agencies, 94 Direct-response media, 463 Disassociative reference groups, 129 Display advertising, 416 Dissatisfaction postpurchase, 121, 151 problem recognition and, 107 Dissonance/attribution model, 150, 151–152 Distribution channels, 62 Diverting, 549 Domain name, 487 Door-to-door sampling, 527 Dramatization, 281–282 Duplicated reach, 318 Dyadic communication, 599 E E-commerce, 494, 501 Economic censorship, 769–771 Economic impact, of advertising, 772–779 competition, 775–776 consumer choice, 774–775 information, 777, 778 market power, 777–778 product costs/prices, 776–777 Economic infrastructure, 662 Economies of scale, 231–232, 775 Edward Davis Educational Foundation, 518 Effective reach, 320–321 Effectiveness measurement, 618–654 advertising, 193–194 arguments against, 623–625 arguments in favor of, 621–623 of budgeting decisions, 626 comprehensive measures, 644 concept testing, 629–631 consumer juries, 631–633 corporate advertising, 593 current methods, problems with, 647–648 database, 471 day-after recall tests, 643–644 diagnostics, 644 direct marketing, 480 dummy advertising vehicles, 634 effective testing essentials, 648 eye tracking, 638, 639 field tests, 626, 628 Flesch formula, 634 focus groups, 629–631 how to test, 628–629 IMC impact, 619–620, 651–653 inquiry tests, 640–641 Internet, 501–504, 619–620 laboratory tests, 626, 627–628 market testing, 638–647 media planning and, 305 media strategies, 625–626 message, 625 nontraditional media, 650 objectives and, 196 on-air tests, 636 PACT principles, 628, 647–648 personal selling, 613–616 persuasive measures, 644 physiological measures, 636–638 portfolio tests, 633 posttests, 626, 627 of broadcast commercials, 643–647 of print ads, 638–643 Back Matter Index © The McGraw−Hill Companies, 2003 pretests, 626–627, 633–638 of broadcast ads, 634–638 of print ads, 633–634 public relations, 577–579, 584 publicity, 583, 584 readability tests, 634 recall tests, 642–643 recognition tests, 641–642 rough testing, 631–633 sales promotion, 648–650 single-source tracking studies, 645–646 of source factors, 625 sponsorships, 650–651 Starch readership studies, 641–642 television advertising, 619–620 test marketing, 644–645 testing bias, 627–628 theater tests, 635 tracking studies, 646–647 what to test, 625–626 when to test, 626–627 where to test, 627–628 Effies, 240 Eight-Sheet Outdoor Advertising Association, 438 80-20 rule, 49 Elaboration likelihood model (ELM), 158–161 Electrodermal response, 636 Electroencephalographic (EEG) measures, 638 Electronic mail (e-mail), 487 Electronic teleshopping, 478 Emotional appeals, 269–273 bases for, 269 rational appeals combined with, 272–273 transformational ads, 270–272 Emotional bonding, 273 Emotional integration, 270 Encoding, 141 Endorsement, 278; see also Celebrity endorsement Environmental analysis, 29 Environmental Protection Agency, 728 Esteem needs, 109–110 Ethics, 751–753; see also Social/cultural impact, of advertising AAF advertising principles, 755 advertising to children, 758–764 alcoholic beverage advertising, 709–710, 752, 756–757 deceptive Internet practices, 507 deceptive/untruthful advertising, 754 direct selling code of ethics, 744 in-school marketing, 763–764 network censors, 759–760 offensive advertising, 754–756 online privacy issues, 744–746 sexual appeals, 756–757 shock advertising, 757–758 stealth marketing, 431–432, 749–750 subliminal advertising, 115–116 Ethnocentrism, 665 Ethnographic research, 250 Evaluation models, 329 Evaluative criteria, 116–117 Event marketing, 543 Event sampling, 528 Event sponsorship, 543 corporate advertising, 588–590 effectiveness measurement, 650–651 Everyday low pricing (EDLP), 549–550 Evoked set, 116 Exchange, 7 Exclusive, 574 External analysis, 27, 28–29 External audiences, 569 External audits, 579 External search, 112–113 Externally paced information, 188 Eye tracking, 638, 639 F Factual message advertising, 275–277 Failure fees, 549 Fame Index, 178–179 Family decision making, 129–130 Fantasy appeals, 281 Favorable price appeals, 268 FCB planning model, 154–155 Fear appeals, 184–185 Feature appeals, 268 Federal Bureau of Investigation (FBI), 440, 539 Federal Communications Commission (FCC), 115, 361, 382, 711, 734–735 Federal regulation background on, 723 Bureau of Alcohol, Tobacco, and Firearms (BATF), 738 current status of, 733–734 Fairness Doctrine, 734 FCC; see Federal Communications Commission (FCC) FDA (Food and Drug Administration), 268, 711, 735–738 First Amendment and, 722–723, 732–733 FTC; see Federal Trade Commission (FTC) Lanham Act, 738–739 Postal Service; see U.S. Postal Service prescription drug advertising, 737–738 Supreme Court; see U.S. Supreme Court Federal Trade Commission Act, 723 Federal Trade Commission (FTC), 711, 722–734 advertising to children, 760–761 alcohol advertising to youth, 752 Bureau of Competition, 723 Bureau of Consumer Protection, 723–724, 740 Bureau of Economics, 723 comparative advertising, 183 complaint procedure, 731 country of origin claims, 728 current regulatory status of, 733–734 deceptive advertising; see Deceptive advertising direct marketing, 482, 742–744 FTC Improvements Act, 724, 725, 733 Internet marketing, 744–746 900-Number Rule, 743 Pay-Per-Call Rule, 743 product placements, 453 professional advertising, 714 sales promotion regulation, 740–742 slotting fees, 549, 742 trade regulation rules, 724 unfairness interpretation, 724–725 uniqueness claims, 257 Wheeler-Lea Amendment, 723, 724 Federation Internationale de Football Association (FIFA), 432, 458 Fee-commission combination, 87 Feedback, 145 Field of experience, 143 Field tests, 626, 628 File transfer protocol (ftp), 487 Financial audits, 88 First-run syndication, 362 Fixed-fee method, 87 Flat rates, 424 Flesch formula, 634 Flighting, 314, 316 Florists’ Transworld Delivery Association, 301 Focus groups, 111, 250, 629–631 Food and Drug Administration (FDA), 268, 711, 735–738 Forward buying, 549 Freestanding inserts, 531
Belch: Advertising and Promotion, Sixth Edition Frequency, 303 average, 321 computer analysis of, 328–329 determining factors, 322 effective reach and, 320–321 effects of, 320 gross ratings points and, 318–320 level needed, 317–318 magazines and, 402 objectives, 318 Frequency programs, 541–542 Full-service agencies, 79 Functional consequences, 117 G Galvanic skin response, 636 Game, 537 Gatefolds, 398 Gay consumers, 769 General advertising rates, 422–423 General preplanning input, 247–248 Generation Y, 13 Geographic segmentation, 46, 47 Geographic selectivity, 396 Global advertising, 668–677 advantages, 669 appropriate use of, 672–674 localization of, 674–677, 684, 688–689 problems with, 670–672 Global marketing, 669; see also Global advertising Goodwill, 571 Gopher, 487 Gross ratings points (GRPs), 318–320 Group system, ad agency, 82–83 Guaranteed circulation, 405 Guerilla marketing, 431 H Habit formation strategy, 155 Halo effect, 632 Headlines, 283–284 Hemispheric lateralization, 638 Heuristics, 119–120 Hierarchy of effects model, 147–148 Hierarchy of needs, 109–110 High involvement strategies, 155 Highway Beautification Act, 434 Hispanics as market segment, 45–46 sales promotion aimed at, 517 Spanish-language TV networks, 359–360 stereotyping of, 768 teenagers, 140 Hit, 487, 502 Home shopping channels, 477, 478, 501 Horizontal cooperative advertising, 552 Households using television (HUT), 372 Humor appeals, 185–187, 282 Hypertext transfer protocol (http), 487 Hypnosis, 132–133 I Ideal state, 107 Identification, 172 Image advertising, 257, 265–266, 585–588 Image transfer, 378 Incentive-based system, 87–88 Independent variables, 166–167 In-depth interviews, 111 Index number, 306–308 Indirect channels, 62 Indirect headlines, 284 Indirect source, 168 Industrial markets, segmentation variables for, 47 In-flight advertising, 453–456 Back Matter Index © The McGraw−Hill Companies, 2003 Influencer, family decision making, 129 Infomercials, 11, 461–462, 475–477, 501 Information processing model, 147–148 Information provider, family decision making, 129 Information search, 112–114 Informational/rational appeals, 267–269, 272–273 Informative strategy, 155 Ingredient-sponsored cooperative advertising, 552 Inherent drama, 258 In-house agencies, 75–76 Initiator, family decision making, 129 Ink-jet imaging, 412 Innovation adoption model, 147–148 Inquiry tests, 640–641 Inserts, magazine, 399 Inside cards, 441 Inside-out planning, 210 Instant coupon, 533–534 In-store couponing, 534 In-store media, 437 In-store sampling, 527 Instrumental conditioning; see Operant conditioning Integrated marketing communications (IMC), 4–5, 9–16 ad agencies shifting to, 9, 81, 98–99 agency compensation and, 88 in branding, 14–16 defined, 9 evolution of, 9–11 importance of, 11–14 objectives for, 198, 210–211 participants in process, 69–71 planning process; see Promotional planning process promotional management, 24–25 promotional mix; see Promotional mix pros and cons of, 98–99 responsibility for, 99 Integration processes, 119–120 Interaction models, 329 Interactive agencies, 95–96 Interactive marketing, 20–21; see also Internet IMC program development, 27 iTV, 299–300, 506–508, 735 Wink-enhanced ads, 506 Interactive media, 20, 299–300 characteristics of, 330 wireless communications, 508 Interactive Services Association, 744 Interactive TV (iTV), 299–300, 506–508, 735 Interconnects, 367 Intermittent reinforcement schedule, 126 Internal analysis, 25–28, 29 Internal audiences, 569 Internal audits, 579 Internal search, 112 Internalization, 169 International Advertising Association (IAA), 771, 778 International advertising/promotion, 656–707; see also International marketing agency selection, 678–682 centralization, 677–678 creative decisions, 683–684 decentralization, 677–678 global approach; see Global advertising international markets, importance of, 659–660 international media, 687–689 legal restrictions by country, 700–707 local media, 686 localized strategy, 674–677, 684, 688–689 media selection, 685–689 organizing for, 677–678 research, 682–683 role of, 660–661 tobacco advertising, 667 top ten companies, by expenditure, 661 International marketing advertising; see International advertising/promotion anti-American sentiments, 696–697 in China, 663, 666, 679–680 cultural environment, 662, 664–666 demographic environment, 662, 664 in developing countries, 663–664 economic environment, 661–664, 691 Internet used in, 695–697 in Japan, 665 legal restrictions by country, 700–707 legal/political environment, 662, 666–668 personal selling, 693–694 public relations, 694–695 sales promotion, 690–693 International Trade Administration (ITA), 683 Internet, 484–509 advantages, 504–505 advertising on; see Internet advertising business-to-business users, 489–490 catalogs, 475 characteristics of, 330 Children’s Online Privacy Protection Act, 746 consumer market users, 488–489 cookies, 502 coupons on, 535 deceptive practices on, 507 defined, 486 direct mail, 474, 500–501 direct marketing and, 478, 500–501 disadvantages, 505–506 e-commerce, 494, 501 effectiveness measurement, 501–504, 619–620 audience measures, 501–502 data sources, 504 IAB guidelines for, 502 online measuring, 502–503 problems with, 505 features of, 487 growth of, worldwide, 695 IMC programs and, 496–501 infomercials, 501 international marketing and, 695–697 magazines on, 412–413 as marketing tool, 20–21 newspapers on, 428 objectives awareness creation, 492 brand strengthening, 493–494 communications, 492–494 image creation, 493 information dissemination, 492–493 interest generation, 492 product trial, 494 website, 490–492 personal selling on, 498–499, 611 privacy issues, 744–746 program development, 488–494 public relations on, 499–500, 575 regulatory issues, 744–746 sales promotion on, 498 sampling via, 528 shopping channels on, 501 SPAM, 500–501, 507, 746 terminology, 487 users of, 488–489 website development/maintenance, 490–492 Internet advertising, 276–277, 496–498 advertainment, 67–68 advertorials, 507 banner ads, 496 effectiveness measurement, 639 “The Hire” campaign, 67–68 interactive agencies, 95–96 interstitials, 498 IN17 Subject Index Chapter Number Chapter Title
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