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IN20
Subject Index
Belch: Advertising and
Promotion, Sixth Edition
Persuasion
central route to, 159–160
elaboration likelihood model, 158–161
peripheral route to, 160
Persuasion matrix, 166–168
Pharmaceutical Manufacturers
Association, 714
Physiological needs, 109–110
Place-based media, 456
Planograms, 551
Point-of-Purchase Advertising
International, 550
Point-of-purchase (POP) displays, 550–551
Political advertising, 184
Pop-unders, 496–498, 507
Pop-ups, 496–498, 507
Portable people meter (PPM), 376
Portfolio tests, 633
Positioning, 51–58
approaches to, 51–52
basic questions for, 52
by competitor, 54
competitor considerations, 55–57
consumer preferences and, 57
corporate image ads, 585–586
as creative strategy, 258–260
by cultural symbols, 54
monitoring, 58
positioning decision, 57–58
by price/quality, 52
by product attributes/benefits, 52
by product class, 53–54
by product user, 54
repositioning, 55
strategy determination, 55–58
strategy development, 52–55
by use or application, 52–53
Postpurchase dissonance, 151
Posttests, 626, 638–647
Preferred position rate, 424–425
Premiums, 535–537, 742
Preprinted inserts, 416
Prescription drug advertising, 737–738
Presentations, gaining clients by, 93
Press conference, 574
Press release, 573
Pretests, 626–627, 633–638
Price, positioning by, 52
Price-off deals, 541
Primacy effect, 179
Primary circulation, 405
Primary-demand advertising, 19
Print advertising
body copy, 285
creative tactics for, 283–286
direct/indirect headlines, 283–284
headlines, 283–284
layout, 285–286
posttests of, 638–643
pretests of, 633–634
subheads, 284
tracking studies, 646–647
visual elements, 285
Print media, 390–429
direct marketing and, 477
magazines; see Magazines
newspapers; see Newspapers
role of, 393
Printaculars, 399
PRIZM, 334
Problem detection, 248
Problem recognition, 107–109
Problem-solver stage, 601
Procreator stage, 601
Product manager, 73
Product placements, 12, 450–453
advantages of, 451
audience measurement, 453
Back Matter Index © The McGraw−Hill
Companies, 2003
disadvantages of, 451–453
virtual, 457–458
Product symbolism, 58
Production department, 82
Products, problem recognition and, 108
Product/service popularity appeals, 268–269
Product/service-specific preplanning input,
248–250
Professional advertising, 19, 714–715
Program rating, 372
Projective techniques, marketing research, 111
Promotion
client’s role in organizing for; see Organization
for advertising/promotion
defined, 16
growth of, 5–7
product pricing and, 61–62
push vs. pull strategies, 62–64
Promotion agencies, 556
Promotion Marketing Association (PMA),
68, 527
Promotional allowances, 547
Promotional management, 24–25
Promotional mix, 16–24
advertising; see Advertising
direct marketing; see Direct marketing
interactive marketing; see Interactive marketing;
Internet
personal selling; see Personal selling
public relations; see Public relations
publicity; see Publicity
sales promotion; see Sales promotion
Promotional plan, 25
Promotional planning process
budgeting, 27, 31
communication process analysis, 27, 29–31
external analysis, 27, 28–29
IMC planning model, 26–27
IMC program development, 27, 31–32
integration/implementation, 27
internal analysis, 25–28, 29
marketing plan review, 25, 27
monitoring, evaluation, and control, 27, 32
persuasion matrix and, 166–168
situation analysis, 25–29
Promotional Products Association International
(PPAI), 443, 446, 572
Promotional products marketing, 443–446
advantages/disadvantages, 443–445
audience measurement, 446
impact of, 445
product sales by category, 444
Promotional pull strategy, 64
Promotional push strategy, 64
Proprietary Association, 714
Prospecting, 603–604
Prospector stage, 600, 601
Prospects, 604
Protestant ethic, 764
Provider stage, 600, 601
Psychoanalytic theory, 110, 111
Psychographic segmentation, 47, 48–49
Psychosocial consequences, 117
Public relations, 23, 563–579; see also Corporate
advertising; Publicity
advantages, 576–577
advertising combined with, 609
blunders, 582
clutter avoidance, 577
community involvement, 574
cost of, 576–577
credibility of, 576
disadvantages, 577
effectiveness measurement, 577–579, 584
exclusives, 574
in foreign markets, 694–695
gaining clients by, 93
image building with, 577
IMC program development, 27
in-studio media tours, 573
Internet and, 499–500, 575
interviews, 574
Ketchum Effectiveness Yardstick
(KEY), 584
lead generation by, 577
marketing public relations (MPR), 566–567
new role of, 563–564, 565
press conferences, 574
press release, 573
process of, 568–575
plan evaluation, 569
planning, 569
program implementation, 573–575
public attitude evaluation, 568
target audience determination, 569–573
in promotional mix, 566
reaching specific groups with, 577
target audiences, 569–573
civic/business organizations, 572
community members, 570–571
educators, 572
employees, 570
external, 569
financial groups, 572–573
governments, 572
internal, 569
the media, 571–572
stockholders/investors, 570
suppliers/customers, 571
targeted newswire stories, 573
team approach to, 579
technological methods for, 573
telephone press conferences, 573
traditional definition, 564–565
value to marketing program, 567
video news releases (VNR), 573
Public relations firms, 95
Publicity, 22–23, 579–583
accuracy, 583
advantages/disadvantages, 583
control/dissemination of, 581–583
effectiveness measurement, 583, 584
IMC program development, 27
negative, 582
power of, 579–581
timing, 583
Puffery, 725–728
Pulsing, 314, 316
Pupillometrics, 636
Purchase intention, 120
Purchase situation, 130
Purchasing agent, family decision
making, 129
Push money, 546–547
Push technologies, 498
Q
Q ratings, 178–179
Qualified prospects, 604
Qualitative audits, 88
Qualitative media effect, 188
Quality, positioning by, 52
R
RADAR (Radio’s All-Dimension Audience
Research), 386
Radio, 377–387
advantages of, 377–380
advertising regulation by, 719
audience information, 385–387
buying procedures, 380, 383–385
characteristics of, 330
clutter, 382–383
cost/efficiency of, 377–378