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IN18
Subject Index
Belch: Advertising and
Promotion, Sixth Edition
Internet advertising—Cont.
links, 498
online ad formats, 497
pop-ups/pop-unders, 496–498, 507
push (webcasting) technologies, 498
sponsorships, 496
Yellow Pages, 446
Internet Advertising Bureau (IAB), 502, 504,
505, 506, 507
Interstitials, 487, 498
Introductory allowances, 549
In-unit click, 502
Involvement, 123, 153–156, 160–161
magazines and, 400–401
newspapers and, 419
Island ads, 421
J
Jingles, 287
K
Kelley Awards, 240
Kiosks, 456
L
Laboratory tests, 626, 627–628
Lanham Act, 738–739
Layouts, 82, 285–286
Leads, 604
Links, 487, 498
Local advertising, 19, 361, 383
Local advertising rates, 422–423
Localized advertising strategy, 674–677, 684,
688–689
Low involvement hierarchy, 150, 152–153
Low involvement strategies, 155
Loyalty programs, 541–542
M
MADD, 710
Magazine advertising; see also Magazines
absolute/relative cost of, 401–402
buying space, 408–409
comparative costs, 324–326
creative tactics, 283–286
cross-magazine/media deals, 411
Magazine networks, 408–409
Magazine Publishers of America (MPA), 240,
248, 305, 334, 394, 400, 403, 410, 779
Magazines, 393–413; see also Magazine
advertising
advantages of, 395–401
advertiser influence on, 769–771
advertising costs, 401–402
advertising regulation by, 719
business publications, 395
characteristics of, 330
circulation, 403, 405
circulation management, 409–411
classifications of, 393–395
clutter in, 402–403, 404
competition among, 402–403
consumer, 393–394
consumer receptivity/involvement, 400–401
coupons via, 533
creative flexibility of, 398–399
custom, 402–403, 404
database marketing, 411
disadvantages of, 401–403
editorial platform strength and, 409
farm publications, 394
future for, 409–413
in-flight, 453
lead time, 402
online delivery methods, 412–413
Back Matter Index © The McGraw−Hill
Companies, 2003
permanence of, 400
prestige of, 400
reach/frequency limitations of, 402
readership, 403, 405–406
reproduction quality of, 398
research, 406–408
role of, 393
sampling via, 528
selectivity of, 395–398
services offered by, 401
technological advances and, 411–412
for teens, 397
Mailing list, 473–474
Major selling idea, 255–260
Marginal analysis, 213–214
Market niches, 146
Market opportunities, 40–41
Market segmentation, 44–50
bases for, 46–49
behavioristic, 49
benefit, 49
demographic, 46–47
80-20 rule, 49
geographic, 46, 47
Hispanics, 45–46
market selection, 49–50
psychographic, 47, 48–49
Market segments, 40, 146
Marketer-induced problem recognition, 108
Marketing, 36–65
buzz, 13
competitive analysis, 41–42
concentrated, 51
database, 12–14, 411, 467–471
described, 7–8
differentiated, 50–51
event, 543
exchange concept and, 7
interactive/Internet, 20–21
opportunity analysis, 40–41
post 9/11, 30
process model, 39
program development/planning; see Marketing
planning program
relationship, 7–8
revolution in, 12–14
strategy/analysis, 40–42
target marketing; see Target marketing
process
undifferentiated, 50–51
Marketing channels, 62
Marketing mix, 8
Marketing objectives, 31, 196–198
Marketing plan, 25
Marketing planning program, 58–64
advertising and, 64
branding, 59
distribution channel decisions, 62
packaging, 59–60
price decisions, 60–62
product decisions, 58–60
promotion and, 64
push vs. pull strategies, 62–64
Marketing public relations (MPR), 566–567
Marketing research, 110–112, 682–683
Marketing research companies, 98
Mass customization, 7–8
Mass markets, 146–147
Mass media, 143, 146–147
broadcast media; see Broadcast media
information processing and, 187–188
print media; see Print media
Master recording, 287
Master Settlement Agreement, 735–736
Materialism, 764–765
Media
compared, 330
mass; see Mass media
nontraditional, 432, 650
relative costs of, 323–326
support; see Support media
Media buying services, 83–85
Media department, ad agency, 80
Media objectives, 301
Media organizations, 70
Media planning, 298–347
activities involved in, 304
awards for, 327
Bumble Bee Tuna case study, 335–347
computers in, 326–331
convergence, 299–300
creative aspects, 321
defined, 301
effectiveness measurement difficulties
and, 305
evaluation/follow-up, 326
geographic considerations, 310–312
inconsistent terminologies and, 303
information sources, 334
insufficient information and, 303
internal/external factors, 309–310
market analysis, 306–312, 328
media buying department
organization, 309
media characteristics, 330, 331
media services companies, 305
national advertisers ranked by
spending, 302
objectives, 312
overview of, 301–305
problems in, 303–305
strategy development/implementation; see
Media strategy
target market identification, 306–309
terminology, 301–303
time pressures and, 303
Media services companies, 305
Media strategy, 31, 301, 313–326
budget considerations, 323–326
computers in, 328–331
effectiveness measurement, 625–626
flexibility, 323
geographic coverage, 314
international advertising, 685–689
media mix, 313
mood, 322–323
reach vs. frequency, 316–321
scheduling, 314–316
target market coverage, 313–314
Media vehicle, 301
Medium, 301
Message, 141–143, 179–187
appeals; see Advertising appeals
conclusion drawing, 180–181
effectiveness measurement, 625
order of presentation, 179–180
persuasion matrix, 167–168
refutation, 181
sidedness of, 181
structure, 179–183
verbal vs. visual, 181–183
Missionary sales, 603
Mnemonics, 114
Mobile billboards, 436–437
Motion Picture Association of America, 714
Motivation, 109–112, 159
hierarchy of needs, 109–110
psychoanalytic theory, 110, 111
Motivation research, 110–112
Motives, 109
Mouse-over, 502
Movie theater advertising, 448–450
Multiattribute attitude model, 117–118
Multimagazine deals, 411
Multiplexing, 370
Music, in television advertising, 286–289
Musical composition, 287
Mystery ads, 274–275