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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
Belch: Advertising and Promotion, Sixth Edition Verticals, 496 Video news release (VNR), 581 Virtual advertising, 457–458 Visits, 487, 502 Visual image personality (VIP), 153 Voice-over, 286 W Want, 107 Waste coverage, 313 Web films, 67–68 Webcasting, 498 <strong>Webs</strong>ite, 490–492 Back Matter Index © The McGraw−Hill Companies, 2003 Weekly newspapers, 413 Wheeler-Lea Amendment, 723, 724 Wide Area Information Server (WAIS), 487 Wireless communications, 508 Women, stereotyping of, 766–767 Women Against Pornography, 752 Word-of-mouth communication, 143 World Health Organization, 667 World Trade Organization, 679, 696 World Wide Web (WWW), 486, 487; see also Internet webcast listenership measurement, 386 website development/maintenance, 490–492 Y Yellow Pages, 426, 446–448 advantages/disadvantages, 447–448 audience measurement, 448 forms of, 446 Yellow Pages Publishers Association (YPPA), 448–450, 572 Z Zapping, 349–350, 356–357 Zero-based communications planning, 210 Zipping, 349–350, 356 IN23 Name and Company Index Chapter Number Chapter Title
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