Concise Encyclopedia of Advertising

228 Pages·2005·3.262 MB·English

by  Robert E Stevens, David L Loudon, Kenneth E. Clow, Donald Baack

Concise Encyclopedia
of Advertising
This page intentionally left blank
Concise Encyclopedia
of Advertising
Kenneth E. Claw, PhD
Donald Baack, PhD
~ ~~o~;!~n~~:up
NewYork London
Firstpublishedby
Best BusinessBooks®andThe HaworthReferencePresst'",imprintsofThe HaworthPress, Inc.,
10AliceStreet,Binghamton,NY 13904-1580.
Thiseditionpublished20I2byRoutledge
Routledge Routledge
Taylor& FrancisGroup Taylor& FrancisGroup
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NewYork,NY 10017 Abingdon,Oxon,OXI44RN
©2005byTheHaworthPress, Inc.Allrights reserved.Nopart ofthisworkmaybereproducedor
utilizedinanyform orbyanymeans,electronicormechanical,includingphotocopying,microfilm,
and recording,orby any informationstorageand retrievalsystem, withoutpermissioninwriting
from the publisher.
CoverdesignbyJenniferM.Gaska.
LibraryofCongressCataloging-in-PublicationData
Clow, Kenneth,E.
Conciseencyclopediaofadvertising/KennethE.Clow,DonaldBaack.
p. em.
Includesbibliographicalreferencesand index.
ISBN0-7890-2210-9(hard:alk. paper)- ISBN 0-7890-2211-7(soft:alk. paper)
1.Advertising-Encyclopedias. I.Baack,Donald. II.Title.
HF5803.C592005
659.1103-dc22
2004013359
CONTENTS
Preface . . xiii
Ability to Search. . . . . . . . . . . . . . . . . . 1
Acceleration Principle . 1
Account Executive. . . . . . . . . . . . . . . . . . . . . . . . . 2
Action-Inducing Conative Message Strategy 2
Adaptation . . . . . . . . . . . . . . . . . . . . . . . . . 3
Administrative Complaint . . . . .. 3
Advertising Agency Selection . . . .. 4
Advertising Appeal . . . . . . . .. 5
Advertising Campaign Management . . . . . . . . . . . . 6
Affect Referral. . . . . . . . . . .. 6
Affective (ComponentofAttitude) . . . 7
Affective Message Strategy 8
Aided Recall . . . . . . . . . . . .. 8
Alternative Media . . . . . . . . .. 9
Animation Execution.. 10
Appeal (Advertising) . . . . . . . . . . . . . . . . . . . 11
Attitude . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Attitude or OpinionTest . . . . . . . . . . . . . . . . . 11
Attribute Positioning .. 12
Authoritative Execution . . . . . . . . . . . . . . . . . . . . . 12
Behavioral Evaluation ofAdvertisements . . . . . . . . . 13
BenefitSegmentation 15
Better Business Bureau. 16
Brand. . . . . . . . . . . . . . . . . . . . . . . 17
Brand Equity . . . . . . . . . . . . . . . . . . . . . . . 17
Brand Extension . . .. 18
Brand Image . . . . . . . . . . . . . . . . . . . . . . . 19
Brand Message Strategy 20
Brand Parity . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Brand Positioning 21
Brand Spiraling. . . .. . 22
Brand-Loyal Consumers 23
Business Buying Center . . . . . . . . . . . . . . . . . . . 24
Business-to-Business Buying Process 24
Business-to-Business Segmentation .. . 25
Buyer 26
Buying Community. . . . . . . . . . . . . . . . . . . . . . . . 26
Campaign Duration. . . . . . . . . . . . . . . . . . . . . . . . 27
Carryover Effects. . . . . . . . . . . . . . . . . . . . . . . . . 27
Cause-Related Marketing . . . . . . . . . . . . . . . . . . . . . 28
Cease and Desist Order 29
Children's Advertising 29
Clutter . . . . . 30
Co-Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Cocooning . . . . . . . . . . .. 31
Cognitive (Component ofAttitude) 32
Cognitive Dissonance .... . . . . . . . . . . . . . . 32
Cognitive Mapping . . . . . . .. 33
Cognitive Message Strategy . .. 34
Communication. . . . . . . . .. 35
Communication Market Analysis . . . . . . . . . . . . . . 35
Comparative Message Strategy.. 37
Competitive Analysis. . . . . .. 38
Competitor Positioning Strategy . 39
Complementary Branding . . .. 39
ComprehensionTest . . . . . .. 40
Conative (Component ofAttitude) . . . . . . . . . . . . . . 40
Conative Message Strategy. . . . . . . . . . . . . . . . . 41
ConceptTesting 41
Conjunctive Heuristics . . . . . . . . . . . . . . . . . . 43
Consent Order . . . . . . . . . . . . . . . . . . . . . . 43
Constraint . . . . . . . . . . . . . . 43
Consumer Decision-Making Process. . . . . . . . . . . . . . . 44
Consumer Promotion. . . . . . . . . . . . . . . . . . . . . . . 45
Contests and Sweepstakes . . .. 46
Continuity. . . . . . . . . . . .. 46
Cooperative Advertising Program 47
Cooperative Branding . . . . . . . . . . . . . . . . . . . . . . 48
Copytesting . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Corporate Advertising . . . . . . . . . . . . . . . . . . . . . . 49
Corporate Image 49
Corporate Logo. . . . . . . . . . . . . . . . . . . . . . . . . . 50
Corrective Advertising . . . . . . . . . . . . . . . . . . . . . . 51
Cost per Rating Point. . . . . . . . . . . . . . . . . . . . . . . 51
Cost per Thousand 52
Coupon 52
Creative. . . . . . . . . . . . . . .. 53
Creative Brief 53
Cultural Symbol Positioning Strategy 54
Customer Analysis . . 55
Cyberbait . . . . . . . . . . . . . .. 55
Day-After Recall . . . . . . . . . . .. 56
Decay Effects. . . . . . . . . . . . .. 56
Deceptive and Misleading Advertisements 57
Decider . . . . . . . . 57
Decoding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Decorative Model. . . . . . . . . . . . . . . . . . . . . . . . . 58
Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Demonstration Execution 59
Derived Demand . . . . . . . . . . . . . . . . . . . . . . . . . 60
Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 60
Dramatization Execution . . . . . . . . . . . . . . . . . . . . . 62
Dual-Channel Marketing 63
Effective Frequency and Effective Reach . . . . . . . . . . . . 64
Elaboration Likelihood Model . . . . . . . . . . . . . . . . . . 64
Encoding Process 66
Emotional Appeal . . . . . . . . . . . . . . . . . . . . . . . . 66
Emotional Message Strategy . . . . . . . . . . . . . . . . . . . 67
Emotional Reaction Test . . . . . . . . . . . . . . . . . . . . . 68
Evaluation ofAlternatives (Purchasing Decision Process). . . . 69
Evaluation Criteria for Advertisements . . . . . . . . . . . 70
Event Marketing . . .. . 72
Evoked Set . . . . . .. 73
Executional Framework . . . . . . . . . . . . . . . . . . . . . 74
Expert Authority . . . . . . . . . . . . . . . . . . . . . 75
External Search. . . . 76
Family Brand . . . . . . . . . . . . . . . . . . . . . . . 76
Family Life Cycle . . . . . . . . . . . . . . . . . . . . . . . . 77
Fantasy Execution . . . . . . . . . . . . . . . . . . . . . . . . 77
Fear Appeal. . . . . . 78
Federal Communications Commission. . 79
Federal Trade Commission. . . . . .. . 80
Flanker Brand 81
Flighting Schedule (Advertising Campaign) . . . . . . . . . . . 82
Focus Group . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
Food and Drug Administration 83
Freestanding Insert . . . . . . . . . . . . . . . . . . . . . . . . 83
Frequency. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
Gatekeeper . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
Generation X . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
Generic Message Strategy . . . . . . . . . . . . . . . . . . . . 85
Geodemographic Segmentation . . . . . . . . . . . . . . 85
Geographic Segmentation . . .. 86
Globally Integrated Marketing Communications 86
Green Marketing . . . . . . . . . . . . . . . . . . . . . 87
Gross Impressions . . . . . . .. . 87
Gross Rating Points . 88
Hedonic Experiential Model . .. 88
Heredity and Home Environment . . . . . . . . . . . . . . 89
Hierarchy ofEffects Model .. . . . . . . . . . . . . . . 90
Humor Appeal . . . . . . . . . . . . . . . . . . . . . . . 91
Hyperbole Message Strategy. . . 92
Identification . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Image 93
Impression Management . . . . . . . . . . . . . . . . . . . . . 93
Impressions. . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Impulse Decision . . . . . . . . . . . . . . . . . . . . . . . . . 94
Influencer. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Information Search . . . . . . . . . . . . . . . . . . . . . . . . 95
Informative Execution . . . . . . . . . . . . . . . . . . . . . . 96
Ingredient Branding . . . . . . . . . . . . . . . . . . . . . . . 97
Integrated Marketing Communications 97
InternetAdvertising . . . . . . . . . . . . . . . . . . . . . . . 98
Interstitial Advertising . . . . . . . . . . . . . . . . . . . . . . 99
Intrusion Value . . . . . . . . . . . . . . . . . . . . . . 100
Involvement . .. 100
]oint Demand . . . . . . . . . . . . . . . . . . . . . . . 101
Leverage Point . . . . . . . . . . . . . . . . . . . . . . 101
Magazine Advertising. 102
Market Segmentation . . . . . . . . . . . . . . . . . . . . . . 103
Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . 104
Means-Ends Conceptualization ofComponents
for Advertising Strategy 104
Means-Ends Theory. . . . . . . . . . . . . . . . . . . . . . . 105
Media Buyer 106
Media Mix 106
Media Multiplier Effect 107
Media Planner. . . . . . . . . . . . . . . . . . . . . . . . . . 107
Media Planning . . . .. 108
MediaService Company . . . . . . . . . . . . . . . 108
MediaStrategy . . . . . . . . . . . . . . . . . . . 109
Message Evaluation.. 109
Message Strategy . . . . . . . . . . . . . . . . . . 110
Message Theme . . . . . . . . . . . . . . . . . . . 111
Modified Rebuy. . . . . . . . . . . . . . . . . . . . . . 111
Motivation (Information Search) . . . . . . . . . . . . . 112
Multiattribute Approach ..... . . . . . . . . 113
Musical Appeal . . . . . . . . . . . . . . . . . . 114
National Advertising Division . . . . . . . . . . 115
National Advertising Review Board . . . . . . . . 115
Newspaper Advertising . 116
New-Task Purchase . . . . . . . . . . . . . . . . 117
Noise . . . . . . . .. 118
OpinionTest. . . . . . . . . . . . . . . . . . . . . 118
Opportunity Analysis . . . . . . . . . . . . . . . . 118
Outdoor Advertising . . . . . . . . . . . . . . . 119
Persuasion. . . . . .. 120
Persuasion Analysis Evaluation. . . . . . . . . . 121
Physiological Arousal Test . . . . . . . . . . . . . . . . . . . 121
Point-of-Purchase Advertising . . . . . . . . . . 122
Portfolio Test . . . . . . . . . . . . . . . . . . . 123
Positioning Advertising Copytesting . . . . . . . . 124
Positioning Strategy. . . . . . . . . . . . . . . . . . . . 125
Postpurchase Evaluation . . . . . . . . . . . . . . . . . 125
Pre- and PosttestAnalysis 126
Preemptive Message Strategy. . . . . . . . . . . . . . . 127
Premium 127
Price-Quality Relationship Positioning Strategy . . . . .. 128
Private Brand . . . . . . . . . . . . . . . . . . . . 128
Problem Recognition . . . . . . . . . . . . . . . . 129
Product Class Positioning Strategy . . . . . . . . . 130
Product User Positioning Strategy . . . . . . . . 131
Promotional Message Strategy . . . . . . . . . . . . . . 131
Psychogalvanometer 132
Psychographies . . . . . . . . . . . . . . . . . . . . . . 132
Public Relations. . . . . . . . . . . . . . . . . . . . . . 133
Puffery 133
Pulsating Schedule of Advertising . . . . . . . . 134
Pupillometric Meter. . . . . . . . . . . . . . . . . 134