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IN22
Subject Index
Belch: Advertising and
Promotion, Sixth Edition
S-shaped response curve, 214–215
Standard advertising units (SAUs), 423–424
Standard Directory of Advertisers, 334
Standard Directory of Advertising Agencies,
77, 334
Standard learning model, 150–151
State and Metropolitan Area Data Book, 334
Station reps, 361
Stealth marketing, 431–432, 749–750
Stocking allowances, 549
Stopping power, 173
Storyboards, 82, 251
Straight sell advertising, 275–277
Strategic marketing plan, 40
Street money, 549
Study of Media and Markets, 408
Subcultures, consumer behavior and,
128–129
Subheads, 284
Subliminal perception, 114, 115–116
Super Bowl, 354–355
Superagencies, 77–78
Superstations, 365–366
Support advertising, 475
Support arguments, 157–158
Support media, 430–459
direct marketing combined with, 467
in-flight advertising, 453–456
kiosks, 456
miscellaneous, 456–458
movie theater ads, 448–450
out-of-home; see Out-of-home advertising
place-based, 456
product placements; see Product
placements
promotional products marketing, 443–446
scope of, 432
virtual advertising, 457–458
Yellow Pages advertising, 446–448
Survey of buying power index, 310, 311
Sustainable competitive advantage, 257
Sweeps periods, 303, 374, 375
Sweepstakes, 537–540, 740–742
Syndicated programs, 361–362
T
Target audience, 146–147, 207
Target CPM, 325
Target marketing process, 43–58
Internet and, 504–505
market identification, 43–44
market segmentation; see Market
segmentation
market selection, 42, 50–51
media planning and, 306–309, 313–314
positioning; see Positioning
Target ratings points (TRPs), 319–320
TargetTV, 376
Team approach, 579
Teaser advertising, 274–275
Technical evidence advertising, 277
Teenagers
alcoholic beverage advertising and, 752
bicultural, 140
as global market segment, 675–676
magazines and, 397
Telemarketing, 477–478, 610, 743
Telemedia, 477–478
Teleshopping, 477, 501
Television; see also Television advertising
advantages of, 351–353
advertiser influence on, 769–771
advertising regulation by, 719–721
attention and, 352, 356–357
audience measurement, 370–377
developments in, 374–377
households using television (HUT), 372
Back Matter Index © The McGraw−Hill
Companies, 2003
local audience information, 374
network audience information, 373
Nielsen Television Index, 373
people meter, 373–374
program rating, 372
share of audience, 372–373
sweeps ratings, 374, 375
television households, 372
cable, 364–370
captivity of, 352
characteristics of, 330
clutter, 188–189, 356
coverage/cost effectiveness of, 352
creativity/impact of, 351
distrust/negative evaluation of, 357
fleeting message of, 355
flexibility of, 352–353
infomercials, 11, 461–462, 475–477
interactive, 299–300, 506–508, 735
limitations of, 353–357
reality programs, 371
satellite, 370, 689
selectivity of, 352–355
Spanish-language networks, 359–360
Television advertising; see also Television
audio component, 286–289
buying time, 357–364
local advertising, 361
methods of, 362–364
network advertising, 358–361
participations, 363
sponsorship, 363
spot advertising, 361, 367
spot announcements, 364
syndicated programs, 361–362
time period/program selection, 364
on cable television, 366–367
clearance departments, 759–760
clutter and, 188–189, 356
comparative costs, 324–326
cost of, 353–355, 360
creative tactics for, 286–290
effectiveness measurement, 619–620; see
also Effectiveness measurement
international, 685–686
jingles, 287
low involvement products and, 152–153
music, 286–289
needledrop, 286
online, 495
planning, 289–290
posttests of, 643–647
pretests of, 634–638
production of, 290
PVRs and, 349–350
script, 289–290
Super Bowl ads, 354–355
tracking studies, 646–647
video component, 286
zipping/zapping of, 349–350, 356–357
Television households, 372
Television network, 358
Telnet, 487
Terminal posters, 441
Test marketing, 644–645
Testimonials, 277–278
Testing bias, 627–628
Text perspective/organization, 32–33
Theater testing, 635
Tobacco advertising, 667, 735–736
Top-down budgeting approaches, 217–225
Top-of-mind awareness, 116
Total audience, 373
audience information, 406–408
magazine, 405–406
Toy Manufacturers Association, 714
Tracking studies, 646–647
Trade advertising, 19, 64
Trade allowance, 547–550, 742
Trade associations, self-regulation by,
714–715
Trade regulation rules, 724
Trade shows, 445, 551
Trade-oriented sales promotion, 22, 513–514,
544–554
for building retail inventories, 546
buying allowances, 547
contests, 546–547
cooperative advertising, 552–554
displays, 550–551
for established brand retail display,
545–546
for established brand trade support, 545
everyday low pricing (EDLP) and,
549–550
incentives, 546–547
for new product distribution, 544–545
objectives, 544–546
planograms, 551
point-of-purchase materials, 550–551
promotional allowances, 547
slotting allowances, 547–549, 742
targeted to reseller salespeople, 547
trade allowances, 547–550, 742
trade shows, 445, 551
types of, 546–554
Traffic department, 82
Transformational ads, 270–272
Transit advertising, 440–443
advantages/disadvantages, 442
audience measurement, 443
inside cards, 441
outside posters, 441
terminal posters, 441
Two-sided message, 181
Two-step approach, 471
U
Unconditioned response, 123–124
Unconditioned stimulus, 123–124
Undifferentiated marketing, 50–51
Unduplicated reach, 318
Unfairness, 725
Unique selling proposition (USP), 256–257
Unique users, 487, 502
United Nations Statistical Yearbook, 683
U.S. Air Force, 619
U.S. Army, 3–5, 6, 130, 256
U.S. Brewers Association, 714
U.S. Census Bureau, 469
U.S. Commerce Department, 683
U.S. Consumer Products Safety
Commission, 582
U.S. Government, 17
U.S. Navy, 622
U.S. Office of National Drug Control Policy
(ONDCP), 773
U.S. Postal Service, 173, 463, 471, 711,
736–738, 743
U.S. Supreme Court
commercial speech restrictions, 722
corrective advertising, 733
professional advertising, 714
puffery, 726, 727–728
Universal estimate (UE), 372
Up-front market, 358
Usage situation, 130
Usenet, 487
V
Valid hits, 487
VALS program, 49
Vehicle option source effect, 626
Vertical cooperative advertising, 552