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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
Belch: Advertising and Promotion, Sixth Edition N Narrowcasting, 367 National advertising, 19 National Advertising Division (NAD), 716–718, 721, 727 National Advertising Review Board (NARB), 711, 716–718 National Advertising Review Council (NARC), 716–718 National Association of Attorneys General (NAAG), 740 National Association of Black School Educators, 518 National Association of Broadcasters (NAB), 248, 719 National Association of Theatre Owners, 449 National Center on Addiction and Substance Abuse, 710 National Highway Traffic Safety Administration, 518 National Inhalant Prevention Coalition, 582 National newspapers, 413–414, 415 National Organization for Marijuana Legalization, 774 National Organization for Women (NOW), 752, 767 National PTA, 582 National spot advertising, 361, 367 Needledrop, 286 Needs, 107, 109–110 Negotiated commission, 86–87 Network advertising, 358–361, 383 Network Advertising Initiative (NAI), 745 New needs/wants, problem recognition, 107 New products advertising for, 205 problem recognition and, 108–109 New York Marketing Association, 93, 240 News appeals, 268 Newspaper advertising; see also Newspapers buying space, 422–425 classified, 416 comparative costs, 324–326 creative tactics, 283–286 display advertising, 416 general vs. local rates, 422–423 local, 416 national/general, 416 preprinted inserts, 416 rate structures, 424–425 units of measure for, 423–424 Newspaper Association of America (NAA), 334, 421, 423, 427 Newspaper Rates and Data, 421 Newspapers, 413–428; see also Newspaper advertising advantages of, 417–419 advertiser influence on, 769–771 advertising regulation by, 719 audience information, 421–422 characteristics of, 330 clutter, 421 competition from other media, 425–426 coupons via, 533 cross-media buys, 426 daily, 413 declining circulation, 426 extensive penetration of, 417 flexibility of, 417–418 future for, 425–428 geographic selectivity of, 418 limitations of, 419–421 national, 413–414, 415 online, 428 poor reproduction quality of, 419 reader attraction/retention, 426–428 reader involvement/acceptance, 419 role of, 393 Back Matter Index © The McGraw−Hill Companies, 2003 sampling via, 528 selectivity, lack of, 420 services offered by, 419 short life span of, 419–420 special audience, 414 supplements, 414–416 types of, 413–416 weekly, 413 Nielsen Television Index, 373 9/11 terrorist attack, marketers’ response to, 30 Noise, 145 Non-franchise building (non-FB) promotions, 522 Nonmeasured media, 432 Nonpersonal channels, 143, 187 Nonprofit organizations, 7, 772–774 Nontraditional media, 432, 650 O Objective and task method, 225–226 Objectives, 192–211 benchmark measures, 207–208 campaign coordination and, 195–196 communications, 31, 202–206, 492–494 concrete/measurable, 206–207 DAGMAR model, 206–209 decision making and, 196 direct-marketing, 467 effectiveness measurement and, 196 good, characteristics of, 206–208 IMC, 198, 210–211 improving use of, 209–210 marketing, 31, 196–198 media planning, 312 need for, 195–196 planning and, 196 problems in setting, 209–211 promotional, determining, 196–198 sales-oriented, 198–202 target audience and, 207 time period specification, 208 website, 490–492 Office of National Drug Control Policy, 45 Off-invoice allowance, 547 Off-network syndication, 361 Ogilvy Award, 622–623, 627, 648, 651 On-air test, 636 One-sided message, 181 One-step approach, 471 Online Publishers Association, 619 On-package sampling, 528 Open-rate structure, 424 Operant conditioning, 125–126 Opportunity analysis, 40–41 Optimizers, 330–331 Opt-in-e-mail, 487 Order taking, 603 Organization for advertising/promotion, 71–76 administration and execution, 72 brand management system, 72–75 category management system, 73–75 centralized system, 71–72, 76, 677–678 coordination with other departments, 72 coordination with outside agencies/ services, 72 decentralized system, 72–75, 76, 678 in-house agencies, 75–76 international markets, 677–678 media buying department, 309 planning and budgeting, 72 systems compared, 76 Out of stock, problem recognition, 107 Outdoor advertising, 433–436 advantages/disadvantages, 435–436 billings by category, 433 characteristics of, 330 mobile billboards, 436–437 Outdoor Advertising Association of America (OAAA), 433, 439 Out-of-home advertising, 432–443 aerial advertising, 436 audience measurement, 437–440 in-store media, 437 miscellaneous, 437, 439 mobile billboards, 436–437 outdoor advertising, 433–436 transit advertising, 440–443 Outside posters, 441 Outside-in planning, 210 P PACT (Positioning Advertising Copy Testing), 628, 647–648 Page views (impressions), 487, 502 Participations, 363 Pass-along rate, 326 Pass-along readership, 405–406 Pattern advertising, 674 Payout plan, 226–227 People meter, 373–374 Perceived concern, 177 Perceived control, 177 Perceived scrutiny, 177 Percentage charges, 88 Percentage-of-sales method, 218–222 Perception, 113–114 information interpretation, 113–114 information selection, 113 selective, 114 sensation and, 113 subliminal, 114, 115–116 Peripheral route to persuasion, 160 Personal channels, 143, 187 Personal relevance, 154 Personal selling, 23–24, 596–617 advantages/disadvantages, 606–608 advertising combined with, 606–609 closing, 604–605 cost of, 600, 602–603 creative selling, 603 cross selling, 605 described, 598 direct marketing combined with, 465, 610–611 effectiveness measurement, 613–616 evaluation criteria, 613–614 fire starting, 602 in foreign markets, 693–694 guiding, 602 IMC program development, 27 Internet and, 498–499, 611 likes/dislikes of buyers, 606 mapmaking, 601 missionary sales, 603 nature of, 600–606 new role of, 601–602 order taking, 603 promotional mix and, 599–600 promotional products combined with, 445 prospecting, 603–604 relationship marketing, 602 responsibilities, 603–606 role in IMC program, 599–606, 612–613 sales force motivation, 597–598 sales promotion combined with, 611 scope of, 598 stages of, 600–601 surveying, 601 top performers, traits of, 605 Personal video recorders (PVRs), 349–350 Personality symbols, 54, 153, 281 Personalization, 498 Persuader stage, 600, 601 IN19 Subject Index Chapter Number Chapter Title
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