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Belch: Advertising and
Promotion, Sixth Edition
creative limitations of, 380
flexibility of, 378
fragmentation and, 380
IMC opportunities on, 378–380
limitations of, 380–382
limited research data for, 380–382
listener attention and, 382
mental imagery, 378
satellite, 381–382
selectivity of, 378
time classifications, 383–385
Ratings point, 372
Reach, 301–303
computer analysis of, 328–329
effective, 320–321
effects of, 320
gross ratings points and, 318–320
level needed, 316–317
of magazines, 402
objectives, 318
Readability tests, 634
Readers per copy, 326
Readership, magazine, 405–406
Reality programming, 371
Rebates, 540–541
Recall tests, 642–643
Receiver, 143–147, 167; see also Response
process
Recency effect, 179
Recognition method, 641–642
Reference groups, 129
Referrals, gaining clients by, 92–93
Refunds, 540–541
Refutational appeal, 181
Regulation, 708–747
alcoholic beverage advertising, 709–710
contests, 740–742
direct marketing, 742–744
federal; see Federal regulation
in foreign markets, 666–668, 700–707
Internet marketing, 744–746
premiums, 742
sales promotion, 740–742
self-regulation; see Self-regulation
state and local, 740, 741–742
sweepstakes, 740–742
trade allowances, 742
Reinforcement, 125–126
Relationship marketing, 7–8, 468–469, 602
Relative cost, 323
Reminder advertising, 116, 274
Repetition, 124
Repositioning, 55
Republican National Committee, 115
Reputation, gaining clients by, 93
Research department, ad agency, 80
Resellers, 62
Response, 145
Response process, 147–162
advertising and, 161–162
alternative hierarchies, 150–153
dissonance/attribution, 150, 151–152
implications of, 153
low involvement, 150
standard learning, 150–151
cognitive approach, 157–158
elaboration likelihood model, 158–161
FCB planning model, 154–155
feedback methods, 149
involvement, 153–156
stages of, 150
traditional hierarchy models, 147–150
AIDA model, 147–148
evaluating, 150
hierarchy of effects, 147–148
implications of, 149–150
information processing, 147–148
innovation adoption, 147–148
Back Matter Index © The McGraw−Hill
Companies, 2003
Retail advertising, 19, 201–202
Retail advertising rates, 422–423
Retail trading zone, 421
RFM scoring method, 471
Rich media, 487
ROI budgeting method, 224
Rough testing, 631–633
Run of paper (ROP), 424
S
Safety needs, 109–110
Sales objectives, 198–202, 209
Sales promotion, 21–22, 510–560
abuse of, 557–558
accountability and, 519
account-specific, 519–520
advertising combined with, 554–556
brand equity and, 520, 524–525
brand loyalty and, 516
brand proliferation and, 516–517
budget allocation, 554–555
clutter and, 520
competition and, 519–520
concerns about, 520
consumer franchise building (CFB),
520–522
consumer market fragmentation and,
517–519
consumer-oriented; see Consumer-oriented
sales promotion
defined, 513
direct marketing combined with, 465
effectiveness measurement, 648–650
in foreign markets, 690–693
growth of, 515–522
history of, 511–512
IMC program development, 27
increased sensitivity to, 516
Internet and, 498
media support/timing, 555–556
non-franchise building (non-FB), 522
overuse of, 557
personal selling combined with, 611
regulation of, 740–742
retailers’ power and, 515–516
scope/role of, 513
short-term focus of, 519
theme coordination, 555
trade-oriented; see Trade-oriented sales
promotion
Sales promotion agencies, 94–95
Sales promotion trap, 557–558
Sales response models, 214–215
Salient attributes, 52
Salient beliefs, 118
Sampling, 526–529
Satellite radio, 381–382
Satellite television, 370, 689
Satisfaction, customer, 120–121
Scatter market, 358
Schedules of reinforcement, 125–126
Scientific presentation advertising, 277
Script, 289–290
Securities and Exchange Commission
(SEC), 581
Selective attention, 114
Selective binding, 411–412
Selective comprehension, 114
Selective exposure, 114
Selective learning, 151
Selective perception, 114
Selective retention, 114
Selective-demand advertising, 19
Selectivity, magazine, 395–398
Self-actualization needs, 109–110
Self-liquidating premiums, 536–537
Self-paced information, 188
Self-regulation, 712–721
by advertisers/agencies, 712–714
by advertising associations, 718
appraising, 721
by businesses, 715–716
direct marketing, 743–744
by media, 718–721
by trade associations, 714–715
Self-satisfaction strategy, 155
Semiotics, 142–143
Sensation, 113
Sets in use, 372
Sexual appeals, 756–757
Sexual Assault Prevention and Awareness
Center, 767
Shaping, 126
Share of audience, 372–373
Shelter Advertising Association, 438
Shock advertising, 757–758
Showing, 435
Side panels, 496
Single-source tracking methods, 645–646
Situational determinants, 130–131
Skyscrapers, 496
Sleeper effect, 172
Slice-of-death advertising, 279
Slice-of-life advertising, 278–279
Slotting allowances, 547–549, 742
Small Business Administration, 549
Smart-TV, 376
Social class, consumer behavior and,
128–129
Social/cultural impact, of advertising,
762–772
anti-drug advertising, 773–774
consumer manipulation, 765–766
economic censorship, 769–771
materialism, 764–765
public service advertising, 772–774
stereotyping, 766–769
Social/love needs, 109–110
Solicitations, gaining clients by, 93
Source, 141, 168–179
attractiveness, 172–177
celebrities as; see Celebrity endorsement
corporate leaders as, 171
credibility, 168–172
decorative models, 177
direct, 168
effectiveness measurement, 625
expertise, 169
familiarity, 172
identification, 172
indirect, 168
likability, 172, 173–177
power of, 177–179
similarity, 172–173
trustworthiness, 169–171
Source bolsters, 158
Source derogations, 158
Source power, 177–179
SPAM, 500–501, 507, 746
Special audience newspapers, 414
Specialized marketing communications
services, 70, 94–96
Specialty advertising, 443
Spiffs, 546–547
Split-run tests, 640
Split-runs, 401
Split-30s, 356
Sponsorship, 363
annual spending by property, 588
corporate advertising, 586
effectiveness measurement, 650–651
event, 543, 588–590
in foreign markets, 690–691
Internet advertising, 487, 496
Spot advertising, 361, 364, 367, 383
IN21
Subject Index
Chapter Number Chapter Title