Ebook Advertising, promotion, and other aspects of Integrated marketing communications (Ninth edition) Terence A. Shimp, J. Craig Andrews

Ebook Advertising, promotion, and other aspects of Integrated marketing communications (Ninth edition) discusses all aspects of marketing communications, from timehonored methods to the newest developments in the field. Delivering the fundamentals you need, the text focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition,... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.

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d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 NINTH EDITION 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A Shimp University of South Carolina J Craig Andrews Marquette University Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 This is an electronic version of the print textbook Due to electronic rights restrictions, some third party content may be suppressed Editorial review has deemed that any suppressed content does not materially affect the overall learning experience The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, Ninth Edition Terence A Shimp and J Craig Andrews Senior Vice President, LRS/Acquisitions & Solutions Planning: Jack W Calhoun Editorial Director, LRS/Acquisitions & Planning: Erin Joyner Executive Editor: Mike Roche Developmental Editor: Sarah Blasco Editorial Assistant: Megan Fischer Market Development Manager: Gretchen Swann © 2013, 2010 South-Western, Cengage Learning ALL RIGHTS RESERVED No part of this work covered by the copyright herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, web distribution, information networks, or information storage and retrieval systems, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the publisher For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to permissionrequest@cengage.com Media Editor: John Rich Senior Rights Acquisitions Specialist: Deanna Ettinger Manufacturing Planner: Ron Montgomery Senior Marketing Communications Manager: Jim Overly Design Direction, Production Service, and Composition: PreMediaGlobal Senior Art Director: Stacy Shirley Cover Designer: Beckmeyer Design Cover Images: © iStock Photo/stevecoleimages © iStock Photo/trekandshoot © iStock Photo/Neustockimages © iStock Photo/RapidEye © iStock Photo/Franckreporter © Shutterstock/Luba V Nel ExamView® is a registered trademark of eInstruction Corp Windows is a registered trademark of the Microsoft Corporation used herein under license Macintosh and Power Macintosh are registered trademarks of Apple Computer, Inc used herein under license © 2013 Cengage Learning All Rights Reserved Library of Congress Control Number: 2012945620 ISBN-13: 978-1-111-58021-6 ISBN-10: 1-111-58021-9 South-Western 5191 Natorp Boulevard Mason, OH 45040 USA Cengage Learning is a leading provider of customized learning solutions with office locations around the globe, including Singapore, the United Kingdom, Australia, Mexico, Brazil, and Japan Locate your local office at: www.cengage.com/global Cengage Learning products are represented in Canada by Nelson Education, Ltd For your course and learning solutions, visit www.cengage.com Purchase any of our products at your local college store or at our preferred online store www.cengagebrain.com Printed in the United States of America 16 15 14 13 12 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Dedication I dedicate this 9th edition of Advertising, Promotion, and Other Aspects of Integrated Marketing Communications to my wife, Judy, who is my life partner and best friend She endured long periods of absence while I was involved in an active career as a teacher, researcher, and author Fortunately, the burden of effort for this ninth edition has been undertaken by my greatly respected friend and colleague, Craig Andrews I owe him an immeasurable debt and wish him great success in the future as the sole author of subsequent editions Finally, I dedicate this edition to the many professors around the world who have given me the greatest compliment possible when choosing to adopt various editions of my text I dearly hope that I have not disappointed you (TAS) This 9th edition of Advertising, Promotion, and Other Aspects of Integrated Marketing Communications is dedicated to my wife Maura, and children Colleen, Patrick, and Brendan, as well as to my mother and father, and brothers and sister I also appreciate the keen insights, never-ending inspiration, and creative ideas on IMC issues from my many colleagues and Marquette students over the years I wish to offer a sincere “thank you” to my long-time friend and mentor, Terry Shimp, for giving me this wonderful opportunity to become involved with the text (JCA) Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Brief Contents PART The Practice and Environment of Integrated Marketing Communications (IMC) An Overview of Integrated Marketing Communications Enhancing Brand Equity and Accountability 28 Brand Adoption, Brand Naming, and Intellectual Property Issues 52 PART PART Environmental, Regulatory, and Ethical Issues 76 Fundamental IMC Planning Background and Decisions 112 Segmentation, Targeting, and Positioning 114 The Communications Process and Consumer Behavior 148 The Role of Persuasion in Integrated Marketing Communications 178 Objective Setting and Budgeting 204 Advertising Management and New Media Choices 230 Overview of Advertising Management 232 10 Effective and Creative Ad Messages 258 11 Endorsers and Message Appeals in Advertising 288 Traditional Advertising Media 314 12 13 14 15 16 17 PART Online and Mobile Advertising Social Media 376 350 Direct Marketing and Other Media 400 Advertising Media: Planning and Analysis 430 Measuring Ad Message Effectiveness 470 Sales Promotion Management 508 18 Sales Promotion Overview and the Role of Trade Promotion 510 19 Consumer Sales Promotion: Sampling and Couponing 546 Consumer Sales Promotion: Premiums and Other Promotions 574 20 PART Other IMC Tools 600 21 Public Relations, Word-of-Mouth Influence, and Sponsorships 602 22 Packaging, Point-of-Purchase Communications, and Signage Personal Selling 676 23 638 iv Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Contents Preface About the Authors PART Key Feature #4: Build Relationships Rather Than Engage in Flings 16 Key Element #5: Don’t Lose Focus of the Ultimate Objective: Affect Behavior 17 Obstacles to Implementing the Key IMC Features 18 xv xxi The Practice and Environment of Integrated Marketing Communications (IMC) The Marketing Communications DecisionMaking Process 19 Fundamental Marcom Decisions 20 Marcom Implementation Decisions 21 Marcom Outcomes 23 Program Evaluation 24 An Overview of Integrated Marketing Communications Summary 24 Appendix 25 Marcom Insight: Let’s Check In! Place-Based Apps, Mobile Scanning Devices, and Checking-In with Your “Friends” Introduction Marketing Communcations Objectives and Terminology Promotional Mix Elements The Primary Tools of Marketing Communications The Integration of Marketing Communications 10 Why Integrate? 11 IMC Practices and Synergy Definition of IMC 11 11 Key IMC Features 12 Key Feature #1: IMC Should Begin with the Customer or Prospect 12 GLOBAL FOCUS: Creating a Pepsi Commercial in China 13 Key Feature #2: Use Any Form of Relevant Contact 14 IMC FOCUS: The Laundry Hanger as an Advertising Touch Point 15 Key Feature #3: Speak with a Single Voice 16 Discussion Questions End Notes 26 25 Enhancing Brand Equity and Accountability 28 Marcom Insight: Are There Too Many Social Media Brands? 28 Introduction 30 Brand Equity 30 IMC FOCUS: Harley-Davidson—An Iron Horse for Rugged Individualists, Including American Women 31 A Firm-Based Perspective on Brand Equity 31 Brand Equity Models 33 Relationships among Brand Concepts, Brand Equity, and Brand Loyalty 37 Strategies to Enhance Brand Equity 38 IMC FOCUS: Neuromarketing and the Case of Why Coca-Cola Outsells Pepsi 39 What Benefits Result from Enhancing Brand Equity? 42 v Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it vi CONTENTS GLOBAL FOCUS: The World’s Perception of America Social Media Campaigns 83 Guidelines for Green Marketing 43 Characteristics of World-Class Brands 44 49 Ethical Issues in Marketing Communications 94 49 The Ethics of Targeting 95 Ethical Issues in Advertising 98 Ethical Issues in Public Relations 101 Ethical Issues in Packaging and Branding 102 Ethical Issues in Sales Promotions 102 Ethical Issues in Online and Social Media Marketing 103 Fostering Ethical Marketing Communications 103 Brand Adoption, Brand Naming, and Intellectual Property Issues 52 Marcom Insight: Back to the Future! The Vibram FiveFingers Running Shoe 52 Introduction 54 Marcom and Brand Adoption 54 Brand Characteristics That Facilitate Adoption 56 IMC FOCUS: A Rigged Promotion for Frozen Coke 104 Summary 105 GLOBAL FOCUS: Washing Machines for the Masses in Brazil, China, and India 57 Quantifying the Adoption-Influencing Characteristics 60 Brand Naming Discussion Questions End Notes 106 62 What Constitutes a Good Brand Name? PART Fundamental IMC Planning Background and Decisions The Brand-Naming Process 68 The Role of Logos 69 71 Patents 71 Copyrights 71 Trademarks 72 Summary 73 Discussion Questions End Notes 112 Segmentation, Targeting, and Positioning 114 Marcom Insight: Positioning and “McBucks”: Is McDonald’s Becoming Starbucks? 114 73 Introduction 74 Environmental, Regulatory, and Ethical Issues 76 Marcom Insight: Will Graphic Visual Tobacco Warnings in the United States Be Effective? 76 Introduction 105 62 IMC FOCUS: A Musical Toothbrush That Encourages Children to Brush Longer 65 Intellectual Property 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 When Is Regulation Justified? 85 Regulation by Federal Agencies 86 False Advertising and Lanham Act Cases in Federal Court 92 Regulation by State Agencies 92 Advertising Self-Regulation 92 Difficulty of Measuring Marcom Effectiveness 46 Assessing Effects with Marketing Mix Modeling 47 Discussion Questions End Notes 50 83 Regulation of Marketing Communications 84 Affecting Behavior and Achieving Marcom Accountability 45 Summary c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Segments and the Market Segmentation Process 117 Segmentation Bases: Behaviorial Segmentation 117 Online Behavioral Targeting 118 Privacy Concerns 119 Psychographic Segmentation 120 Customized Psychographic Profiles 121 General Purpose Psychographic Profiles 121 78 Environmental Marketing Communications 78 Green Marketing Initiatives 116 78 Geodemographic Segmentation 124 Demographic Segmentation 125 GLOBAL FOCUS: The Greendex: GLOBAL FOCUS: Geodemographics and Environmentally Sustainable Consumption in 17 Countries 79 Smartphone Use: It’s Not What It Seems The Changing Age Structure 126 127 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it vii CONTENTS IMC FOCUS: College Students: An Inviting Target for Odor-Fighting Products 131 The Ever-Changing American Household 133 Ethnic Population Developments 134 IMC FOCUS: A Special Beverage for Latino Consumers, Clamato 137 Market Targeting Benefit Positioning 140 141 GLOBAL FOCUS: The Symbolism of Certifying Products as Fair Traded Summary End Notes 142 144 145 Discussion Questions 145 146 Marcom Insight: Everyday Consumer Habits Helping the World 148 The Communications Process 150 Elements in the Communication Process 150 GLOBAL FOCUS: Cultural Differences in Communication: High versus Low Context Cultures 151 IMC FOCUS: “Neural Candy”: Sounds in Advertising That We Can’t Resist 152 Marketing Communication and Meaning 153 The Meaning of Meaning 153 The Dimensions of Meaning 154 Meaning Transfer: From Culture to Object to Consumer 154 The Use of Figurative Language in Marketing Communications 155 Behavioral Foundations of Marketing Communications 160 The Consumer Processing Model (CPM) 160 The Hedonic, Experiential Model (HEM) 171 End Notes 174 181 Persuasion in Marketing Communications 181 181 Reciprocation 182 Commitment and Consistency Social Proof 183 Liking 184 Authority 184 Scarcity 184 183 The Influence Process: The Persuadee’s Perspective 185 Message Arguments 185 Peripheral Cues 186 The Communications Process and Consumer Behavior 148 Summary 173 Discussion Questions Marcom Insight: Can We Be Persuaded to Overcome Bad Habits? The Cell-Free Club 178 The Nature and Role of Attitudes 180 Tools of Influence: The Persuader’s Perspective 182 141 Repositioning a Brand 144 Marketing Mix Development 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 The Ethics of Persuasion IMC FOCUS: Not Lovely, but Attribute Positioning The Role of Persuasion in Integrated Marketing Communications 178 What Is an Attitude? 180 Using Attitudes to Predict Behavior 138 Market Positioning in Practice: The Fundamentals 139 Successful c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 173 GLOBAL FOCUS: Ad Persuasion for Global Public Causes 187 Communication Modality 187 Receiver Involvement 187 Receiver’s Initial Position 187 An Integrated Model of Persuasion 188 The Central Route 190 The Peripheral Route 190 IMC FOCUS: Faster Than a Microwave Oven; Better Than a Conventional Oven Dual Routes 191 192 Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Advertisements 192 Motivation to Attend to Messages 193 Motivation to Process Messages 195 Opportunity to Encode Information 195 Opportunity to Reduce Processing Time 196 Ability to Access Knowledge Structures 196 Ability to Create Knowledge Structures 196 Section Summary 197 The Theory of Reasoned Action (TORA) 197 Attitude Change Strategies 198 Changing Preferences and Behavioral Modification Strategies 199 Summary 199 Discussion Questions End Notes 200 201 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it viii CONTENTS Objective Setting and Budgeting The Role of Advertising Agencies Agency Compensation 247 204 Marcom Insight: Cavemen, Geckos, Flo, Mayhem, Magic Jingles, and the Insurance Industry Ad Brawl 204 Introduction 206 Setting Marcom Objectives 217 GLOBAL FOCUS: The Top-20 Global Marketers’ Advertising Spending 218 Budgeting in Practice 220 Section Summary 226 PART Advertising Management and End Notes 10 255 255 Effective and Creative Ad Messages 258 Marcom Insight: Perhaps the Greatest TV Commercial of All Time 258 230 GLOBAL FOCUS: Why Dump an Extraordinarily Successful Ad Campaign? 265 Making an Impression 267 Overview of Advertising Management 232 Advertising Plans and Strategy Marcom Insight: The Story of “Mad Man,” the “Elvis of Advertising” 232 Constructing a Creative Brief Introduction A Five-Step Program 234 The Magnitude of Advertising 235 GLOBAL FOCUS: Which Source of Product Information Do Consumers Most Trust? 236 Advertising-to-Sales Ratios 237 Advertising Effects Are Uncertain 239 Advertising’s Effect on the Economy 240 Advertising = Market Power 240 Advertising = Information 241 A Synthesis 241 Advertising Functions 241 Informing 241 Influencing 242 Reminding and Increasing Salience Adding Value 242 242 IMC FOCUS: A National Advertising Effort for Starbucks 261 Creativity: The CAN Elements 262 Getting Messages to “Stick” 262 Illustrations of Creative and Sticky Advertising Executions 264 227 New Media Choices 248 What Exactly Does Being “Creative” and “Effective” Mean? 261 226 Discussion Questions End Notes 227 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Introduction 260 Suggestions for Creating Effective Advertising 260 Qualities of Successful Advertising Marcom Budgeting 217 Summary Summary 254 Discussion Questions 207 IMC FOCUS: This Cat(fight) Is a Dog 210 The Integrated Information Response Model 211 Section Summary 213 Requirements for Setting Suitable Marcom Objectives 213 Should Marcom Objectives Be Stated in Terms of Sales? 215 245 The Case for Investing in Advertising 249 The Case for Disinvesting 249 Which Position Is More Acceptable? 250 206 The Hierarchy of Marcom Effects Budgeting in Theory Ad-Investment Considerations c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 243 Assisting Other Company Efforts 244 The Advertising Management Process 244 Managing the Advertising Process: The Client Perspective 244 268 268 270 Advertising Objectives 270 Target Audience 270 Motivations, Thoughts, and Feelings 270 Brand Positioning and Personality 271 Primary Outcome or “Take Away” 271 Other Details and Mandatories 271 IMC FOCUS: How Well Do You Know Advertising Slogans? 272 Means-End Chaining and Laddering 273 The Nature of Values 274 Which Values Are Most Relevant to Advertising? 275 Advertising Applications of Means-End Chains: The MECCAS Model 275 Identifying Means-End Chains: The Method of Laddering 277 Practical Issues in Identifying Means-End Chains 278 Alternative Styles of Creative Advertising 279 Generic Creative Style 279 Preemptive Creative Style 280 Unique Selling Proposition Creative Style 280 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it 716 SUBJECT INDEX B Baby-boom generation, 127–29, 132 Bachelor: After Final Roses, 338t Bad taste, in advertising, 99–100 Baidu (China), 355, 385 Balanced perspective, 91 Balance-of-power shift, budgetary allocations related to, 516 Baltimore Orioles, 294 Bank of America, 82 Banner ads, 358–59, 359t Barbie campaign, 388, 390 Barq’s root beer, 578 Bausch & Lomb, 608 BAV See Brand Asset Valuator Bayer, 91 Bazooka bubble gum, 521 “Bazooka Super Treasure,” 521 BBDO Guerrero Manila, 390 Beatrice Company, Monday Night Football promotion by, 582 Beats Electronics, 387 Humble Beginnings campaign of, 387, 390 Bed Bath & Beyond, 592 Beef Checkoff Program, 276, 277f Behavior(s), marketing communications effects on, 45–49 Behavior-affecting objective, 17–18 Behavioral targeting, online, 369–70 Behaviorographic(s), 116, 116f Behaviorographic segmentation, 116–20, 116f online, 118–19, 119f privacy concerns of, 119–20 BehaviorScan, of IRI, 495–96 Belief(s) forming of, 208f, 210–11 reinforcing of, 208f, 211 Beliefs (TORA), 198 brand-related, 198 Believers, in VALS framework, 123, 123f Benadryl anti-itch cream, 555 Benefit(s), 36 Marcom regulations of, 85–86 Benefit positioning, 139f–141f, 140–41 based on functional needs, 139f, 140, 140f based on symbolic needs, 139f, 140 Benevolence, defined, 274t, 275 Ben & Jerry’s, 82, 556–57 Bennigan’s, 420 Benylin study, of display effectiveness, 658–59 Berkshire Hathaway Corporation, 205 Best Buy, 137 Better Business Bureaus, 93 Better Homes & Gardens, 322–24 Betty Crocker brand, 70–71, 71f BiC razors, 585 Bieber, Justin, 385 “Big Brother” (TV program), 120 Big Brown, 626–27 Bill-back ad allowances, 528 Bill-back allowances, 528 Bill-back display allowances, 528 Billboard advertising, 663–70 in BRIC countries, 664 bulletin, 664–65 buying, 665–67 effectiveness of, case study, 669–70, 670f electronic (digital) billboards, 665 forms of, 663–65, 666f, 668f Japanese, humans playing soccer, 667, 668f limitations of, 668 measuring audience size and characteristics of, 668–69 poster panels, 663–64 specialty, 665, 666f strengths of, 667–68, 668f Bing, 395, 395t Birch Scarborough Research, 330 Blendtec, 387 Will it Blend? campaign, 387 Blog(s), 363–64 as advertising format, 364 Blogads, 364 Bloomberg Businessweek, 6, 432 Blue Angel eco-label, 82 BMW, 180, 185, 198, 301, 409 Mini Cooper, 60 Bohemian Mix, 124–25 Bolle, 589 Bon Appétit, 322 Bonus packs, 576t, 581–82 price-off deals, alternative to, 581 Booz Allen Hamilton, 239 Born to Run, 53 Boticca (e-commerce website), 386 Bot software programs, 358 Bottom-up (BU) budgeting, 20 Bottom-up/top-down (BUTD) process, 20 Bounce-back coupons, 567 Bounce-back value, 567 Bounty paper towels, 552, 557 Boutique(s), 246 Boys & Girls Clubs, 104 Brain imaging, neuroscience and, 490 Brand(s) See also specific brands, e.g., Coca-Cola awareness, 266, 298 characteristics of, in facilitating brand adoption, 56–60 cognitive structure, 198 complementary, 590 curiosity, enhancing, 195 described, 30 discounted, sales of, feature advertising and displays in, 538t, 540 familiar, 359, 502 higher- and lower-quality promotion of, asymmetric effects of, 538t, 540–41 higher-market-share, deal elasticity with, 538t, 539–40 image, 551 leveraging associations from other brands, 40–41, 41f mature, sales promotions in invigorating sales, 520t, 521–22 name, 267 new adoption of, 54–62 package for, 640–48 See also Packaging personality, 271 positioning, 271 related beliefs, 198 relevance, 195 methods for enhancing, 195, 196f repositioning of, 144 selection of, subliminal stimuli influencing, 303 world-class, characteristics of, 44–45, 44t, 45t Brand adoption characteristics of, quantifying of, 60–62, 61t facilitating brand characteristics in, 56–60 compatibility in, 58 complexity in, 58–59 observability in, 59–60, 60f relative advantage in, 56–58 steps in, 54–55, 54f trialability in, 59 Marcom and, 54–62 Brand Adoption Process, 54–55, 54f–55f Brand Adoption Process Model, 54f, 55 Brand Asset Valuator (BAV), 33–34 Power Grid, 34f Brand attributes, 276t Brand awareness, 34–35, 35f, 266, 298, 359 Brand-awareness pyramid, 36 Brand choice influencing, 449–50 subliminal priming and, 305 Brand concept, 37 Brand concept management, 37 Brand consequences, 276t Brand differentiation, 497 Branded entertainment, 419 Brand equity, 30–45 customer-based perspective on, 33–37, 35f defined, 31 enhancing of, 38–42, 41f benefits from, 42–44 by creating appealing messages, 38–39 by having brand speak for itself, 38 leveraging by, 40–42, 41f firm-based perspective on, 31–33, 33t key components of, 33 models of, 33–37 Brand familiarity, 359, 485f, 487f, 502 Brand image, 35–36, 35f, 551 creative style of, 281 Branding ethical issues in, 102 ingredient, 40–41 360-degree, touch points and, 14–16 Brand knowledge, dimensions of, 34–36 Brand-level promotion targets, 514, 514f Brand lift index, 656, 657t Brand logo, 69–71, 70f, 71f, 421 Brand loyalty, 38 accomplishing, 208f, 211 reduced, budgetary allocations related to, 517–18 Brand management objectives, 549–50, 551t Brand managers, message research lessons learned by, 477–78 Brand matchup, in celebrity endorsement, 294 Brand names, 267 logos and, 69–71, 70f, 71f made-up, 65–66 requirements for achieve compatibility with desired image and product design or packaging, 66 be memorable and easy to pronounce, 67 distinguish from competitive offerings, 63–64 exceptions to “rules,” 67 facilitate consumer learning of brand associations, 64–66 good, 62–67 suggestiveness of, 65 Brand naming, 62–71 in advertising, 102 empty-vessel philosophy of, 67 process of, 68–69, 68f See also Brand naming process sound symbolism and, 66 Brand naming process, 68–69, 68f create candidate brand names, 68, 68f evaluate candidate names, 68, 68f register trademark, 68f, 69 select brand name, 68–69, 68f specify objectives for brand name, 68, 68f Brand-oriented advertising, 282 Brand packaging, 640–48 See also Packaging Brand parity, increased, budgetary allocations related to, 517 Brand personality, 271 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Brand placements, 419–21 advantages, 419 disadvantages, 419 in movies, 419–21, 420f non-paid, 419 paid, 419 in TV programs, 341, 421 Brand-placement spending, 419 Brand positioning, 271 defined, 139 framework for, 139f, 140–41 statement, 20 Brand recall, 35 Brand recognition, 35 Brand-related personality dimensions, 36–37 Brand users, current, coupon redemption by, 562 Bratz Online Dolls campaign, 388, 390 Braun, 340, 660 Bravo Network, 315 Brawny paper towels, 552 BRIC countries, billboard advertising in, 664 Bridge buying, 533 Bridgestone Corporation, 609 Brief, creative, construction of, 270–71 See also Creative brief BriteVision, 15 British Petroleum (BP), 604, 608 Gulf oil spill and, 608 Broad reach, in newspaper advertising, 318, 318t Brooks Brothers, 356 Bruzzone Research Company (BRC), 484–85 Bruzzone tests, 484–86 BU budgeting, 20 Budgeting, 20, 217–26 BU, 20 competitive interference in, 225–26 competitive parity method, 223–26, 223t, 224f, 224t objective-and-task, 221–22 percentage-of-sales method, 220–21 in practice, 220–26, 223t, 224f, 224t for promotions, increased allocations, 514–20 TD, 20 in theory, 217–20, 219t Budget Rent A Car, 589 Bud Light, 137, 210 Budweiser, 137, 157f, 420 Building-mounted signs, 661, 662f Bullas, Jeff, 387 Bulletin(s), advertising on, 664–65 Bunco World Championship, 625 Bureau of Alcohol, Tobacco and Firearms, of U.S Treasury Department, 98, 530 Bureau of Competition, 84 Burger King, 104, 232–33, 243, 388, 574–75, 577 Subservient Chicken campaign of, 388 Whopper Sacrifice campaign of, 388, 390 Burroughs Wellcome Company, 610 Burt’s Bees, 642 Business-2-business (B2B), 234–35, 235f, 240 on Internet, 352 Business-2-business (B2B) companies, 221 Business-2-business (B2B) environment, Business-2-business (B2B) marketing, on Internet, 352 Business-2-consumer (B2C), 234, 237, 240 Business-2-consumer (B2C) companies, 221 Business-2-consumer (B2C) marketing, on Internet, 352 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it SUBJECT INDEX 717 Business consumers or prospect, starting with, 12–14, 12t Business-to-business marketers, 404 Business-to-business marketing, 402 BusinessWeek, 363, 606 BUTD process, 20 Buying bridge, 533 forward, 532–33, 532t Buyology (Lindstrom), 152 Buy rate, 594 “Buy X, Get Free” offers, 579 Buzz creation, 616–22 anecdotal evidence of, 617–18 compared to epidemic, 619–20 described, 617 designing product to be unique or visible in, 620–21 igniting explosive self-generating demand in, 620–21 law of few in, 619–20 nurture grass roots in, 621 perspectives on, 618–19 power of context in, 620 ration supply in, 621 select and seed vanguard in, 621 stickiness factor in, 620 tap power of lists in, 621 use celebrity icons in, 621 Bystanders, 131 C Cable advertising, 334 Cable News Network (CNN), 266, 609 CACI (ACORN), 124 Cadbury, 521 Cadillac XLR, 584 Calculation(s), illustrative, in media planning, 451–52 California Milk Processor Board, 242 California Travel & Tourism Commission, 353–54 Call-center technology, 417 Calloway Golf Company, 118 Camel (cigarettes), 159 Campaign(s), advertising See specific campaigns Campbell Soup Company, 67, 96, 279, 500–501, 501f, 528, 533, 554–55, 630–31 Campbell Taggart, 93 “Campus Consciousness Tour,” 82 Camry, 23 Canada’s Air Miles Reward Program, 17 Canon, 464 CAN-SPAM, 366 Capressa networking site (P&G), 390 Caribou Coffee chain, 17 “Carne Asada Taquitos,” 484–85, 485f Carolina Panthers Stadium, 423 Carroll, Dave, 385 CARU See Children’s Advertising Review Unit Cash discounts, 583 Cash flow, discounted, 243 Cash4Gold, Catalina Marketing Corporation, 565 Catalina Mobile, 638 Cataloging, 411 Catalog(s), 411–12 marketing, 412 selling, 411 shopping, 411 Caterpillar 414E Industrial Loader campaign, 407–8 “Catfight” ad campaign, 210, 217 Cause-related marketing (CRM), 629–31, 629f, 630f accountability in, 631 benefits of, 630–31 described, 629 in green marketing, 82 importance of fit in, 631 Cause sponsorships, 629–31, 629f, 630f See also Cause-related marketing (CRM) CBS Evening News, 432 CBS Outdoor, 83 CDC See Centers for Disease Control and Prevention Celebrity endorsers, 290–97 See also Endorsers, celebrity Celebrity(ies) in advertising, 475, 479 in buzz creation, 621 Cellfire, 565 Cell phones advertising on, in India, 367 Internet advertising on, 367–68 LG, 42 Census Bureau, 125, 132–33 Center for Science in the Public Interest, 97 Centers for Disease Control and Prevention (CDC), 96 Central route, 190 defined, 190 emotion-based persuasion, 190 message-based persuasion, 190 Cents-offs packs, 580–81 See also Price-offs; Price packs CEOs See Chief executive officers (CEOs) Certification, product, symbolism of, 142 Cetaphil skin-care products, 556 CFL See Compact fluorescent lightbulbs CFOs See Chief financial officers (CFOs) Change-point sampling, 554 Chapstick campaign, 391 Characteristic(s), consumer, 192–93 Charmin Potty Palooza tour, 557, 557f Charmin Ultra, 557 Checkers, 420 Checkout Coupon, 565 Checkout Direct, 565 Checkpoints, Cheerios, 642 Cheer laundry detergent, 157–58 Cheez-It Twists, 651 Chelada, 137 Chevrolet, 420 Chevron, characters, 159, 159f Chevy Volt, 79 Chiat/Day, 258 Chief executive officers (CEOs), 46 Chief financial officers (CFOs), 46 Chief marketing officers (CMOs), 46 Children, targeting to, 128–30, 129f ethics of, 95–98 Children’s Advertising Review Unit (CARU), 93, 94 Children’s Online Privacy Protection Act (1998), 90 Children’s Online Privacy Protection Rule (COPPR), 90 Chipotle, Chrysler, 340 Church of Satan, 612 Cinema advertising, 423 Clairol, 340 Clairol Herbal Essence, 369 Clamato, 137 The Clam Plate Orgy, 303 Claritas (PRIZMNE), 124–25 Classical conditioning, 191–92 of attitudes, 191–92 Clear Channel Outdoor, 665 Clearinghouses, in coupon redemption process, 568–70 Click fraud, 358 Click-through rates (CTRs), 358–59 Clinique, 63 Clio Awards, in U.S., 261 Clorox, 48–49, 525 Close-Up (toothpaste), 34, 641 Clutter, 260 advertising, 260 in magazine advertising, 322t, 323 in newspaper advertising, 318t, 319 in radio advertising, 328t, 329 in reducing message effectiveness, 162 in TV advertising, 335t, 340 CMOs See Chief marketing officers (CMOs) CNN, 266 Co-branding, 40 Coca-Cola, 38–39, 66, 70, 70f, 80, 104, 119, 137, 153f, 199, 239, 248, 302, 304, 350, 362, 378, 384, 419–20, 423, 582, 609, 640f, 641 Code of ethical standards, of AAAA, 100–101 Cognetix, 669 Cognition(s), 211–13, 212f Cognitive component (attitude), defined, 180 Cognitive responses, 187–88 counterarguments, 188 forms of, 187–88 influence process and, 187–88 support arguments, 188 Coleman Company, 623 Colgate (toothpaste), 34 Colgate-Palmolive, 577–78, 631 Collective Intellect, 394 College students, odor-fighting products for, 131 Color, in packaging, 641–42 Co-marketing, 537–38 Commercial(s) See also specific product, e.g., Pepsi characteristics of, 495 differentiation among, 497–98 testing of, prefinished form, 475 Commercial purposes, lack of use for, 72 Commercial rumors, 612–13 conspiracy rumors, 613 contamination rumors, 613 types of, 613 Commercial specifics, 267 Commissions from media, 248 Commitment, consumer’s, 183 persuaders, role of, 183 Communication(s) cultural differences in, 151 defined, described, 150, 150f, 215 figurative language use in, 155–59 functions, 222 integrated marketing, 3–27 See also Integrated marketing communications (IMC) marketing elements in, 150–52, 150f integrated, 3–27 See also Integrated marketing communications (IMC) tools of, 9–10, 10t mix, 222 objective, 151 person-to-person See Personal selling relational, 687 response, 222 Communication modality, 187 broadcast messages, 187 written, 187 Communication objectives, 215 Communication outcomes, 23–24 Compact fluorescent lightbulbs (CFL), 79 Compaq, 66 Comparative advertising, 288–89, 306–7, 306f c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 advantages of, 307 considerations dictating use of, 307 credibility issue in, 307 cultural differences and, 288–89 defined, 306 effectiveness of, 306–7 assessment of, 307 situational factors in, 307 Compatibility, in facilitating brand adoption, 58 Compensation, advertising agency, 247–48 Compensatory heuristic, 170 Compete, 394–95 Competence, brand-related, 37 Competitive interference, 225–26 Competitive parity method, 223–26, 223t, 224f, 224t Compiled lists, 415 Complementary brands, 590 Complexity, in facilitating brand adoption, 58–59 Comprehension, 162, 164 defined, 162 of what is intended, in CPM, 162–64 comScore, 380, 384, 391, 394–95 Conation, 212, 212f Conative component (attitude), defined, 180 Concreteness, in advertising, 263 Concretizing, 168, 263 Condé Nast, 321 Conditioned stimulus (CS), 304 Conferences/Meetings, as seeling activity, 682 Conformity, defined, 274, 274t Congress, U.S., 82, 85, 97 Congressional amendments, U.S., 71 Conjunctive model, 170 Connectedness in advertising, 262 appropriateness, and novelty (CAN), elements of, 262 Connotative meaning, 154 Conscious attention, 161 Consequence(s) brand, 276t defined, 273 Consistency, consumer’s, 183 persuaders, role of, 183 Consistent investment spending, 239–40 Conspicuity, 662 Conspiracy rumors, 613 Constructive process, 153 Consumer(s) advancing from unawareness to awareness, 208, 208f on brand equity, 38 characteristics, 192–93 in control, 12 economically disadvantaged, targeting of, 98 fears, appeals to, 299–301 guilt, appeals to, 301 knowledge about, in positioning, 160–73 See also Positioning loading of sales promotions in increasing product usage by, 523–24 sales promotions in preempting competition by, 524 “LOHAS,” 142 mature, targeting to, 132–33 middle-aged, targeting to, 132–33, 132f or prospect, starting with, 12–14, 12t point of view, 268 POP advertising benefits for, 650 processing advertisements by, enhancement of, 192–97 product information trusted by, 236 promotions oriented to, 576t 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it 718 SUBJECT INDEX Consumer(s) (continued) reaching of, in TV advertising, 335, 335t responsiveness of, budgetary allocations related to, 518–19 stockpiling by, 523 trial purchases by, sales promotions in obtaining, 522–23 Consumer behavior, POP’s influence on, 651–53 Consumer Buying Habits Study, of POPAI, 653–56, 654t, 655t Consumer fears, appeals to, 299–301 Consumer feedback, 380 Consumer-generated content, 379–80, 390 Consumer generated media See Social media Consumer-generated stories, 390 Consumer-goods marketing, 402 Consumer guilt, appeals to, 301 Consumer-oriented direct marketing, 404 Consumer-oriented promotions, 548–70, 551t, 576t reasons for, 548 Consumer packaged goods (CPGs) companies, 512, 548, 553, 561, 577, 579 Consumer processing model (CPM), 160–71, 160f, 163f, 166f, 167f acting on basis of decision, 171 agreement with what is comprehended, 164 comprehension of what is intended, 162–64 deciding among alternatives, 169–71 described, 160 exposure to information, 161 learning types, 166–67 levels of processing approach, 165 paying attention, 161–62 retention and search/retrieval of stored information, 164–69, 166f, 167f spreading activation theory, 165 wrap-up, 171 Consumer Reports, 394 Consumer rewards, 550, 551t Consumer sales promotion, 8–9 Contact(s), 14 Contamination rumors, 613 related cases of, 613 Content-targeted advertising, 357–58 Contests, 587–88, 588f online, 588–89 Contextual meaning, in V8 juice advertisements, 154, 156f Continental, 64 Continuity promotions, 589 Continuous advertising schedule, 447–48, 448f Cookies, 369 COPPR See Children’s Online Privacy Protection Rule Copy research, 474 See also Copy testing; Message research Copy Research Validity Project, of ARF, 477 Copyright Office of Library of Congress, 72 Copyrights, described, 71–72 Copy testing, 474, 496–98 See also Copy research; Message research vs weight tests, 496 Corn Flakes, 651 Corporate advertising, 283 Corporate image advertising and, 282–83, 283f, 604 Corporate issue (advocacy) advertising, 283 Corporate philanthropy, 629–31 Corporate reward structures, budgetary allocations related to, 518 Corrective advertising, 91 Corvettes (automobile), 578–79 Cosmopolitan, 322–24, 432, 438, 439–41, 457 Cost(s) advertising, 235–40, 237t, 238t celebrity endorsement–related, 294 coupon, 561–62, 562t enforcement, 86 exit, 530 Marcom regulations of, 86 in media planning, considerations related to, 451–52 of sales promotion ideas, evaluation of, 595, 596t of SEA, 357–58 sunk, 503 of Super Bowl advertising, 336–37 of TV advertising, 335t, 337 Costco, 550, 593 Cost-free, 579 Cost-per-action (CPA) metric, 371 Cost per click (CPC), 357 Cost per thousand (CPM), 451, 456t, 458 impressions, 371 Council of Better Business Bureaus, 93 Counterarguments, described, 188 Country(ies), world’s largest, 127t Coupon(s) bounce-back, 567 cost of, 561–62, 562t “coupon days,” 592 defined, 559 distribution methods, 561 as FSIs, 563–64, 563f, 566 Groupon, 5, 546–47, 568 in-pack, 567 instantly redeemable, 563–64 mail-delivered, 566 media-delivered, 566–67 misredemption, 568–70, 568f on-pack, 567 psychological inclination to use, 561 redemption process, 568–70, 568f consequences of, 569 described, 568–69, 568f participants in, 569–70 redemption rates for, 561, 563t, 566 by current brand users, 562 for in-pack coupons, 567 retail, 592 scanner-delivered, 565 shelf-delivered, 564 Couponing, 559–70 background of, 561–63t, 562t mobile phone, 565–66 online, 567–68 point-of-purchase, 563–66 IRCs, 563–64 scanner-delivered coupons, 565 shelf-delivered coupons, 564 profitability of, 562 social group, 567–68 CPA metric, 371 CPC See Cost per click CPM See Consumer processing model CPM measure, in magazine advertising, 322 CPM-TM, 451–52 measure, in magazine advertising, 322 Craftsman Tools, 388 Neighborhood Park Renovation campaign of, 388, 390 Creative advertising, 261–67 See also Effective advertising features, 262 Creative brief advertising objectives, 270 brand personality for, 271 brand positioning for, 271 constructing of, 270–71 described, 270 mandatories, 271 motivations, thoughts and feelings related to, 270–71 target audience for, 270 Creative content, media weight and, relationship between, 501–2 Creative platform, 269–70 positioning statement, 269–70 primary competition identification, 269 target market, 269 Creative services, 247 Creative strategy, leverage point and, 276t Creativity, in magazine advertising, 323 Credibility, 292–93, 292t in advertising, 263 in celebrity endorsement, 294 in comparative advertising, 307 Credible, defined, 164 Crest, 34 Criminal Minds (TV program), 338t Crispin, Porter ỵ Bogusky (CP ỵ B) ad agency, 388, 574, 575 CRM See Cause-related marketing (CRM); Customer relationship management (CRM) Crocs (rubber shoes), 64–65, 140–41, 140f Cross-media campaigns, 396 Crossruffing, 567 Crown Imports, 224t, 225 Crunch Crisp, 579 CSI (TV program), 338t Cue(s), intense and prominent, use of, 194–95 Cultural differences, comparative advertising and, 288–89 Culturally constituted world, 155 Cumulative NPV profit, 413t, 414 Current brand users, coupon redemption by, 562 Customer decision criteria, 416 Customer-holding objectives, 584 Customer lifetime value, 412–13, 413t analysis, 413t defined, 412 Customer relationship management (CRM), 414 Customer(s), loyalty, 327 Customized publishing, 327 Cyber-bullying, 394 D Dakota brand, 98 DanActive dairy, 89 Dana-Farber Cancer Institute (Boston), 624 Dannon Co., Inc., 89 Data accurate, collecting of, in determining Marcom effectiveness, 47 single-source, 496 Database management, 404 Database marketing (DBM), 403 Databases, 412–15 addressability, 412 use of, 412 Data mining, 415 goal of, 415 R-F-M system of, 415 Day-After Recall (DAR) test, 486–87 Day-after recall testing, 486–88 Dayparts, programming, in TV advertising, 331–32, 332t Days of Our Lives (TV program), 156 Daytime, in TV advertising, 331 DBM See Database marketing DC comics, 424 DCF See Discounted cash flow DDMAC See Division of DrugMarketing, Advertising, and Communications c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Deal(s) defined, 517 frequency of consumer’s reference price change due to, 538t, 539 height of deal spike related to, 538t, 539 retailers pass through less than 100 percent of, 538t, 539 special price, 593 trade, 527 See also Trade allowances Death of a Salesman (Miller), 679 Deception, in advertising, 99 Decision making, in-store, 653–56, 654t, 655t See also In-store decision making Decision-making process, of marketing communications, 19–24, 19f, 22f Decision(s) fundamental, 19 implementation, 19, 21–23, 22f Decoding, defined, 150f, 152 360-degree branding, touch points and, 14–16 Delayed rewards, 550, 567 techniques, 551, 551t Dell, 60, 258, 403 Delta, 64 Delta Airlines, 385 Demand law of inverse, 251 primary, 242 secondary, 242 Demographers, defined, 127 Demographic(s), defined, 116, 116f Demographic segmentation, 125–38 changing age structure and, 127–33, 128t, 129f, 130f, 132f children, 128–30, 129f ethnic population developments and, 134–38, 134t, 135f, 136t See also Ethnic populations, demographic segmentation and ever-changing American household and, 133–34 mature consumers, 132–33 middle-aged consumers, 132–33, 132f teenagers, 130, 130f young adults, 131 Denotative meaning, 154 Design, in packaging, 642–43 Desk.com, 683 Deslotting allowances, 530 Deutsche Bank, 314 Dial-It service, 417 Dick Clark’s Rockin’ New Year’s Eve, 464 Dickies, 587 Dick’s Sporting Goods, 592–93 “Score Card” program, 593 Diesel, 40 Diet Coke, 302 Diet Dr Pepper media plan, 459–62, 460t–461t Di(2-ethylhexyl) adiphate (DEHA), 613 Diet Mountain Dew, 654 Diet Pepsi, 80, 196 Diffusion marketing, 617 Digg, 378, 382t Digital billboards, advertising on, 665 Digital Millennium Copyright Act, 72 Digital video recorder (DVR), effect on TV advertising viewing, 338–39 Dimdim, 683 Direct costs, 414 Direct experience, role of, 181 Direct home shopping, 403 Direct mail advertising, 403, 406–15 accountability of, 410 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it SUBJECT INDEX 719 B2B and B2C marketers, use of, 406–7 disadvantages of, 410 distinctive features of, 410 efficiency of, 410 flexibility of, 410 functions of, 410–11 measurability of, 410 successful campaigns with, illustrations of, 407–9 targetability of, 410 users of, 410–11 Direct-mail campaigns Caterpillar 414E Industrial Loader campaign, 407–8 functions of, 410–11 Saab 9-5 campaign, 409 Stacy’s Pita Chip campaign, 408–9, 409f Direct-mail expenditures, 410 Direct marketing defined, definition of, 402 in green marketing, 83 growth of, 404 marketer’s purpose with, 403 onset of, 402 technological advances and, 404 Direct Marketing Association (DMA), 25, 93, 402, 404 Direct marketing employees, 404 Direct response TV advertising (DRTV), 9, 400, 403–06, 406f features of, 405 infomercials, 400, 405 short-form DRTV commercials, 400–01 Direct selling, 403 Direct-to-consumer (DTC) advertising, regulation of, 91 DIRECTV, 341, 344 satellite service, 405 Dirty Dancing (movie), 627 Discounted cash flow (DCF), 47, 243 Discount rate, 413–14, 413t Discount(s), phantom, 584 Disintermediation, 403 Disinvesting, in advertising, 249–50 Disjunctive model, 170 Disney-ABC Domestic Television Company, 334 Display (banner) advertisements, 358–59, 359t Display(s), in influencing sales of discounted brands, 538t, 540 Distribution, frequency, concept of, 438–40, 439t Distribution methods, creative, 556–57, 557f Diverting, 532t, 533–34 Division of Drug Marketing, Advertising, and Communications (DDMAC), 92 DKNY, 40, 282, 282f DMA See Direct Marketing Association Doan’s Pills, 91 Dodger Stadium, 513 Dole, 590 Domino’s Pizza, 233, 420–21 Donnelly Marketing (ClusterPlus), 124 Door-to-door sampling, 552–53 Dora the Explorer, 96 Double Click (Google), 393 Dove, 141, 141f Dove (body lotion, soap), 642 Dr Dre (artist), 387 Drifters, 131 Dr Pepper, 642 DRTV See Direct response TV advertising Drug addiction, 394 DTC See Direct-to-consumer advertising Dual-coding theory, 168 Dual routes, 189f, 192 Dun & Bradstreet, 415 Dunkin’ Donuts, 137, 142 DuPont, 40, 196 Dutch Boy paint, 646 DVD Film Contest campaign, 390 Dyson, 280 E EA See Electronic Arts Eastman Kodak Company, 340, 671, 671f “Easy Shop,” 638 “Eat Drink Loot!”, “Eat My Dirt” campaign, 408 eBay, 385 Ebony, 432 EBoost, 556 Economically disadvantaged consumers, targeting of, 98 Economy, in radio advertising, 328t, 329 “Eco” organic cotton jeans, 78 EdgeRank Score (Facebook), 395 EDLP See Everyday low pricing EEG See Electroencephalogram Effective advertising CAN elements in, 262 creating, 260–68 from input perspective, 260 from output side, 260 suggestions for, 260–61 Effectiveness, of sales promotion ideas, evaluation of, 595, 596t Effective rating points (ERPs), 444 Effective reach concept of, 442–43 planning for, 444–45 Efficiency of direct mail advertising, 410 of sales promotion ideas, evaluation of, 595, 596t 800-number telecommunication program, 417 EL See Elaboration likelihood Elaboration ability and, 188–89 consumer engagement, factors regarding, 188 defined, 188 likelihood, 189 motivation and, 188–89 opportunity and, 188–89 Elaboration likelihood (EL) continuum, 189 defined, 189 hedonic needs and, 194 informational needs and, 194 motivation, opportunity, and ability (MOA) factors and, 189 Elaboration Likelihood Model (ELM), 188, 192, 200, 641 Elasticity advertising, 253, 253f defined, 250 pricing, vs advertising, 250–54 Electrasol, 581 Electroencephalogram (EEG), 659 Electronic Arts (EA), 291, 296 Electronic (digital) billboards, advertising on, 665 Electronic Retailing Association, 93 Electronic Retailing Self-Regulation Program (ERSP), 93 Elementary school-age children, targeting to, 129 Element(s), mixing, 21–23, 22f Eligible reader, 482 Eli Lilly & Co., 687 ELM See Elaboration likelihood model E-mail, opt-in, vs spam, 365–66 E-mail advertising, 364–66 e-zines, 366 opt-in e-mailing vs spam, 365–66 phishing, 366 E-mail magazines (e-zines), 366 eMarketer, 355, 361 Emerging Issues Task Force, 519 Emmy Awards, 53 Emotional appeal, in packaging, 645 Emotional creative style, 279t, 282, 282f Emotionality, in advertising, 263 Emotional reactions, measurement of, 488–92 galvanometer in, 491 neuroscience and brain imaging in, 490 physiological testing in, 490–91 pupillometer in, 491 self-report measurement in, 490 Emotional responses (sex in advertising), 301–2 Emotion-based persuasion, 189f, 190 negative, 190 positive, 190 Emphasis, advertising, 261 Empty-vessel philosophy, of brand naming, 67 Encoding defined, 150f, 151 perceptual, 162 specificity, 644, 653 Encoding specificity principle, 653 Encoding variability hypothesis, 226 Encouraging, by advertising POP, 653 Endorsement and Testimonial Guides (Federal Trade Commission), 184 Endorsers, 288–313 celebrity, 290–97 American athletes income, 291t attractiveness, 293, 294 attributes of, 291–93, 292t audience matchup and, 293–94 brand matchup and, 294 cost considerations and, 294 credibility and, 294 Q scores and, 297 saturation factor and, 295–96 selection considerations, 293–96 trouble factor and, 296 working ease vs difficulty factor and, 295 typical-person, 290 Enduring attitude change central route and, 192 vs temporary attitude change, 192 Energizer, 642 Enforcement costs, 86 Enforcement Division, 86 Enhanced processing motivation, 195, 196f described, 195 methods for, 195 Entertaining, as seeling activity, 682 Entertainment, in TV advertising, 335, 335t Entertainment Software Association, 423 Environment, B2B, Environmental issues, 78–84 green marketing–related initiatives, 78–83 See also Green marketing Environmentally friendly packaging, responses to, 80, 82 Environmentally sustainable consumption, in 17 countries, 79 Environmental Media Association, 82 ePrint app (Hewlett-Packard), 350 EquiTrend survey, 44 Equity, brand, 30–45 See also Brand equity Equity enhancement, of sales promotion ideas, evaluation of, 595, 596t c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 ERPs See Effective rating points (ERPs) ERSP See Electronic Retailing SelfRegulation Program (ERSP) ESGD See Explosive self-generating demand (ESGD) ESPN, 420 Estée Lauder, 340 Esuvee-H, media-scheduling software for, hypothetical illustration, 453–58 Ethic(s) See also Ethical issues defined, 95 of persuasion, 181–82 Ethical core values, in Marcom, 103 Ethical issues, 94–105 in advertising, 98–01 AAAA code of ethical standards, 100–01 bad taste, 99–00 deceptiveness, 99 manipulation, 99 offensiveness, 99–00 persuade people to buy things they no really need, 100 play on people’s fears and insecurities, 100 stereotypes, 100 untruthfulness, 99 in branding, 102 in Marcom, 94–05 fostering of, 103, 105 introduction to, 94–95 in online marketing, 103 in packaging, 102 in public relations, 101–02, 604 in sales promotions, 102 in social media marketing, 103 targeting-related, 95–98 See also Targeting Ethnic populations demographic segmentation and, 134–38, 134t, 135f, 136t African-Americans, 134t, 135, 135f Asian-Americans, 137–38 Hispanic Americans (Latinos), 134t, 135–37, 136t population representation in U.S., 134–35, 134t E*TRADE commercial, 298, 298f EU See European Union European Union (EU), 393 Euro RSCG (Paris), 388 Evaluations (TORA), 198 influence existing, 198–99 Event and sponsorship marketing, 419 Event sponsorships, 623–28 ambushing events in, 628 creating customized events in, 626–28 defined, 623 events selection for, factors in, 623–26 in green marketing, programs for, 82 measuring success in, 628 sponsorship agreements, 626 Eveready (batteries), 652 Everyday low pricing (EDLP), 534–35 Every Day with Rachel Ray, 552 Evian, 388 Roller Babies campaign of, 388, 390 Evolve24, 394 Excedrin Migraine pills, 195, 196f Excitement brand-related, 36 in TV advertising, 335, 335t Execution ease, of sales promotion ideas, evaluation of, 595, 596t Executives, account, 247 Executive-statement releases, 606 Exemplar, defined, 196 Exemplar-based learning, 196–97, 197f 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it 720 SUBJECT INDEX Exit fees, 530 Expectation(s), creating of, 208–10, 280f Experian (MOSAIC), 124, 415 Experiencers, in VALS framework, 123f, 123–24 Experientially oriented, advertising, 279 Experiential marketing programs, 17 Experiential needs, 37 positioning-based, 140–41, 141f Expertise, 292, 292t Explosive self-generating demand (ESGD), 620–21 Exposure(s) defined, 161 effective, number of, 443 to information, in CPM, 161 Extended metaphor, 158 Extreme Makeover: Home Edition (television program), 587 Eye tracking, 491–92 E-zines, 366 F Facebook, 4–5, 28, 94, 130, 138, 354, 369, 376–77, 381–84, 546, 554–55, 574–75, 577, 585, 589 as “Goliath” of social media, 378 initial public offering (IPO) of, 381, 384 non-sponsored stories, 384 privacy policy of, 393–94 sponsored stories on, 384, 392, 393 unpaid brand impressions on, 395t “Facebook Fatigue,” 376 Facebook Places (location-based service), 380, 385, 393 Facebook Spotify site, 377 “Facemash” project, 381 Face-to-face selling, 416 Face value, 561 Facial Imaging Technology, 489–90 FACT See Fighting Against Corporate Tobacco Fair trading, symbolism of certifying products in, 142 Fair use doctrine (sec 107 of 1976 Copyright Act), 72 The Fall of Advertising & the Rise of PR, 605 False advertising, 92 Familiar brands, 359, 502 Familiarity, 292t, 293 Family Smoking Prevention and Tobacco Control Act of 2009, 76, 85, 97 FASB See Financial Accounting Standards Board Fashion, goal-oriented, 362 Fat Free Pringles, 557 FCC See Federal Communications Commission FDA See Food and Drug Administration Fear(s) advertising playing on, 100 consumer, appeals to, 299–01 threat intensity, 300 Fear appeal logic, 299–00 “Fearless Revolution” (blog), 233 “Fearless TV” (web TV), 233 Feature analysis, 162 Feature articles, 606–07 Febreze odor freshener, 148 Federal agencies, regulation by, 86–92 Federal Aviation Administration, 69 Federal Bureau of Investigation, 583 Federal Communications Commission (FCC), 418 Federal Trade Commission (FTC), 84, 86, 96–98, 103, 120, 184, 366, 393, 417–18, 615 price-off regulations by, 581 regulation by, 87–92 unfairness doctrine and, 89–90 Federal Trade Commission Act, 92 Federal Trademark Dilution Act of 1995, 64 FedEx, 420 Feedback, defined, 150f, 152 Fiat Automobiles of Brazil, 521 FIFA world cup, 389 5th Circuit Court of Appeals, 92 Fighting Against Corporate Tobacco (FACT), 97, 97f Fig Newton, 420 Figurative language, use in Marcom, 155–59 Financial Accounting Standards Board (FASB), 519 Financial incentive, in trade promotion program, 526 Firestone, 609 First Amendment, 76 First exposure, powerful, 449 Fishful Thinking, 283, 283f Flat-screen, plasma TVs, 57 Flex-A-Min, 581 Flexibility of direct mail advertising, 410 in newspaper advertising, 318, 318t Flickr, 378, 380, 383t Flighting schedule, 449 Flonase (prescription drug), 280 fMRI See Functional magnetic resonance imaging Followers, defined (Twitter), 384 Following, defined (Twitter), 384 Food and beverage products, targeting of, to children and teens, 95–96 Food and Drug Administration (FDA), 60, 85, 87–92 Food Lion, 420 Food Marketing Institute, 86 Foodspotting, Foote, Cone & Belding agency, 264 FOP See Front-of-package Forbes, 6, 606 Forbes.com, 387–90 Ford Motor Company, 71, 135, 419–20, 578 Forrester Research, 362 Fortune 500, 6, 402, 606 Forward buying, 532–33, 532t FOX, 420 Fractionalization, audience in radio advertising, 328t, 330 in TV advertising, 335t, 337 Frail Recluses, 133 Fraud click, 358 rebate, 584–85 Free eats, 513 Free-gift-with-purchase premiums, 577 “Free Glasses,” 94 Free-standing inserts (FSIs), 546, 561, 563–64, 563f, 566 Free-standing signs, 661, 661f Free-with-purchase premiums, 577 Frequency defined, 438 described, 438 in media planning, 438–40, 439t Frequency distribution, concept of, 438–40, 439t Frequency value planning, 445–47, 445t, 446t Frequent-shopper program, 592–93 Freschetta pizza, 592 Friendfeed, 378 Friends (TV program), 465 Fringe time, in TV advertising, 331 Frito-Lay, 565 copy tests, evidence from, 497–98 Front-of-package (FOP), 85–86 Frozen Coke, 104 The Fruit Label Company, 424 Fruit2O, 55, 55f Fruit Tree Planting Foundation, 82 FTC See Federal Trade Commission; Federal Trade Commission (FTC) Full-service advertising agencies, 246–47 Functionally oriented, advertising, 279 Functional magnetic resonance imaging (fMRI), 39, 490 Functional needs, 37 positioning-based, 140, 140f Fundamental decisions, 19 Futures Company MindBase psychographic segmentation scheme, 121, 122t G Galvanic skin response (GSR), 491 Galvanometer, 491 Game(s), promotional, 582–83 advantages, 582 snafus, avoiding, 582–83 “Garage parties,” 31 The Garden of Hope & Courage project, 630 Gatorade, 293, 296, 642 GE See General Electric Geico, 204–05, 223, 267, 281 Geico gecko, 158, 158f Geico insurance, 157–57, 158f General Electric (GE), 6, 82, 139, 190–91, 267 General Mills, 70–71, 96, 234, 239, 556, 567, 629, 645–46 General Motors (GM), 135, 237, 237t, 283, 364, 433, 435, 561, 584, 618 Generation X (Gen Xers), targeting to, 131 Generation Y, 130 Generic creative style, 279–80, 279t Generics, 267 Gentlemen’s Quarterly (GQ), 322 Gen Xers, targeting to, 131 Geodemographic(s), 116, 116f and smartphone use, 126 Geodemographic segmentation, 124–25 Geographical concentration, of customers, 416 Georgetown University, 97 Geo-targeting, Gerber, 579 Gerber Keepsake Millennium Cup, 579 “Gerber Myth,” 612 Gerber Products, 410 Gestalt, 196, 197f “Get a Mac” ad campaign, 288–89 GetGlue, 315 Get Well Soup campaign, 391 GfK Mediamark Research & Intelligence (MRI), 478, 481, 484 Ghostery (anti-tracking software), 370 Gillette, 60, 296 Gillette Sensor razor, 280 Glad products, 525 Glad trash bags, 424 Glengarry Glen Ross (Mamet), 679 Glenmorangie Company, 408 Glenmorangie Distillery, 408 Global Fund to Fight AIDS, Tuberculosis and Malaria, 629 Global Handwashing Day, 149 Global marketers’ advertisement spending, 218 GM See General Motors Goal-oriented fashion, 362 Goals, defined, 206 Go-Gurt yogurt, 645–46 Golden State Warriors, Goldfish, 283 Gold Medal (flour), 642 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Golf Digest, 320–21 Goodyear, 420 Goody’s, 593 Google, 351–53, 355–58, 364, 369, 376, 381, 384–85, 39294 Googleỵ , 376, 383 Google AdWords, 118 Google Analytics, 394, 605 Google Buzz, 103 Google Checkout, Google Goggles’ software, 368 Google Maps, “Google Offers,” Google Wallet, 56 Government protectionism, 385 GQ, 322 The Grammys, 465 Graphic visual health warnings, 76–77, 76f Graubunden Tourism, 389 Obermutten Goes Global campaign of, 389–90 Grease (movie), 306, 627 Great Pyramids, 643 Green advertising, 80 Greendex score, 79 Green Guides, 83–84 Green marketing See also Marketing CRM in, 82 defined, 78 direct marketing efforts in, 83 environmental claims, 84 environmentally friendly packaging responses, 80, 82 event-oriented sponsorship programs in, 82 guidelines for, 83–84 initiatives for, 78–83 outdoor advertising in, responses to, 83 POP programs in, 82–83 seal-of-approval programs in, 82 social media campaigns, 83 Green Seal, 82 Greenwashing, 78 GreenWise, 66 Grocery Manufacturers Association, 86 Gross rating points (GRPs), 380, 394–96, 440–42, 498 Groupon, 5, 546–47, 568 GSR See Galvanic skin response Guerrilla marketing, 617 Guilt, consumer, appeals to, 301 Guinness Book of World Records, 388 Guinness Import Company, 556 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 H Haagen-Dazs, 267 Habituation, defined, 194 Halliburton, 420 Hallmark, 267 Hall of Fame baseball players, 580 Hanger Network, 15 Harley-Davidson, 31, 132 Harris Interactive, 44, 604 Harrison Brothers, 689 Hartz Ultra Guard, 583 “Hassle factor,” in celebrity endorsement, 295 Havas, 245 Health and Human Services, 98 Healthy Choice, 64, 64f Healthy Hermits, 133 Heathrow’s Terminal Five, 663 Hedonic, experiential model (HEM), 160, 160f, 171–73, 172f Hedonic needs, 194 appeals to, 194 elaboration likelihood (EL) and, 194 Hedonism defined, 274, 274t example of, 276, 277f Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it SUBJECT INDEX 721 Heileman Brewing Company, 98 Heineken, 224t Heinz, 194, 194f, 391, 593 Get Well Soup campaign of, 391 Heinz ketchup, 640f, 645 Hellmann’s, 197, 198f HEM See Hedonic, experiential model Heroku, 683 Hershey Foods Corporation, 15 Hershey’s Kisses, 15 Hershey’s Syrup, 587 Hewlett-Packard (HP), 66, 130, 258, 350, 403, 537 Hidden Valley Ranch, 196, 197f Hierarchies dissonance-attribution, 180 of effect, 180 integrative models, 180 Hierarchy-of-effects, 207 High-involvement behavior, 211–12, 212f High involvement hierarchy, 180 High-traffic events sampling, 553 Hispanic Americans (Latinos), demographic targeting to, 134t, 135–37, 136t Holiday Inn’s Priority Club program, 589 Home Depot, 276, 277f Home-shopping television networks, 403 Homogenous products, differentiating, 240 Honda Accord, 155 Honda Motor Company, 155, 582 Hoover, 340 Horizontal lines, in packaging, 642 Hormel Foods, 537 Hot Wheels, 129 House lists, 414–15 House Party, 617, 621 HP See Hewlett-Packard Huffington Post (blog sites), 364 Huffy Bicycle Company, 420 Huggies (diapers), 64 Hulu of China, 385 Human adaptation, 194 Humble Beginnings campaign, 387, 390 Hummer, 60, 420 Hummer Alpha, 276–77, 278f Humor, in advertising, 288–89, 473, 486 role of, 297–99, 298f TV, 335, 335t Hybrid automobiles, 56–58 Hydro 5, 156, 157f Hypothesis(es) encoding variability, 226 three-exposure, 443 I IAB See Internet Advertising Bureau IBM, 258–59 I Can’t Believe It’s Not Butter (margarine), 64 I Can’t Believe It’s Not Chicken (a faux-chicken soy-based product), 64 ICMPA See International Center for Media & the Public Agenda Identification, process of, 292t, 293 IEAH Stables, 625 IHOP (International House of Pancakes), 361 Ill-structured problem, 21 Illustrative calculations, in media planning, 451–52 iMac, 59 Image(s) brand, 35–36, 35f corporate, advertising and, 282–83, 283f Image matchup, 623–24 Image reinforcement purposes, 550 Imagery defined, 168 usage, 144, 144f use of concretizing and, 168 user, 144, 144f visual, 169f Immediate reward, 550, 581 tools, 551, 551t Implementation decisions, 19, 21–23, 22f Impression, advertising and, 267–68 “In an Absolut World” campaign, 265 Inbound telemarketing, 416–17 Incentive(s) defined, 512 financial, in trade promotion program, 526 Incentive Manufacturers and Representatives Alliance (IMRA), 25 The 9-Inch “Diet”: Exposing the Big Conspiracy in America (Bogusky), 233 Indirect marketing, 402–03, 403f Individualization, 352 Infiniti, 409 Influence process, 185–88 tools of, 182–85 Influence, WOM See Word-of-mouth (WOM) influence Influencing, advertising for, 237t Infomercials, 340, 400, 405 advertisers and, 340 defined, 340 users, well-known, 340 Information acceptance, 211, 212f advertising and, 240t, 241 consumer, sources of, 211 advertising, 211 direct product usage, 211 defined, 261 encoding of, opportunity for, 195 exposure to, in CPM, 161 management, 682 in packaging, 644–45 stored, retention and search/retrieval of, 164–69, 166f, 167f Informational needs, 194 appeals to, 194 elaboration likelihood (EL) and, 194 Information management, 682 Information regulation, 90–91 Information Resources Inc (IRI), BehaviorScan of, 495–96 Informing, by advertising, 241–42 POP, 652 infoUSA, 415 Ingredient branding, 40–41 In-house advertising operation, 245 Initial public offering (IPO), 381, 384 Innovator(s), in VLAS framework, 122, 123f In-pack coupons, 567 advantages, 567 disadvantages, 567 In-pack premiums, 578–79 Input perspective, effective advertising from, 260 Insecurities, advertising playing on, 100 Insert(s), free-standing, 546, 561, 563–64, 563f, 566 Inside campaign, 390 Inside sales, 684–85 Instantly redeemable coupons (IRC), 563–64 In-store advertising, audience for, measuring of, 660–61 In-store decision making brand lift and, 656, 657t evidence of, 653–56, 654t, 655t factors influencing, 656 POPAI Consumer Buying Habits Study of, 653–56, 654t, 655t In-store sampling, 554 In-store TV, growth of, 651 Integrated information response model, 211–13, 212f patterns, 211–13, 212f Integrated marketing communications (IMC), 3–27 See also Marketing communications (Marcom) definition of, 11–12 examples of, features of, 12–18, 12t build relationships rather than engage in flings, 12t, 16–17 360-degree branding, 14–16 focus on ultimate objective, 12t, 17–18 multiple messages must speak with single voice, 12t, 16 obstacles to implementing, 18–19 start with customer or prospect, 12–14, 12t touch points, 14–16 use any form of relevant contact, 14–16 introduction to, 6–7 overview of, 4–27 reduced dependence on mass media in, 12–14 synergy and, 11 Integrated marketing communications programs, 604 Integrity, in Marcom, fostering of, 103 Intellectual property, 71–72 copyrights, 71–72 defined, 71 patents, 71 trademarks, 72 Intel-Toshiba, 390 Inside campaign of, 390 Intense cues, 194–95, 195f Intensity, appropriate, 300 Interactive advertising, 353 Interactive Advertising Bureau, 93 Interactive home shopping, 403 Interactive marketing, 402 Interactivity, 352 Interbrand’s Top 20 Global Brands, 2010, 44–45, 45t InterContinental Hotels Group (IHG), 589 Interference, competitive, role of, 225–26 Internalization, process of, 292, 292t International Advertising Awards, in London, 261 International Center for Media & the Public Agenda (ICMPA), 394 International Data, 570 Internet See also Online advertising as advertising medium, 352–53, 371 compared with other ad media, 352–53 individualization of, 352 interactivity of, 352 interstitials on, 360 pop-up ads on, 360 superstitials on, 360 Webisodes on, 360–61 Internet advertising See Online advertising Internet Advertising Bureau (IAB), 25, 359 Internet marketing units (IMUs), types and sizes of, 359, 359t Interpretation, 162 Interpreter, 153 Interpublic Group, 245 Interscope Geffen A&M Records, 387 Interstitial(s), 360 Intimacy, in radio advertising, 328t, 329 Intrusion value, in TV advertising, 335, 335t Investing, in advertising, 249 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Investment(s) marketing, return on, 46–47 return on, 216–17 Involuntary attention, 161 defined, 193–94 Iovine, Jimmy, 387 IPO See Initial public offering iPod, 63, 577 Ipsos ASI, Next*TV Method, 487–88 IRCs See Instantly redeemable coupons “Iron horse,” 31 Iron Kids Bread, 93 It’s Always Sunny in Philadelphia (television program), 377 It’s More Fun in the Philippines campaign, 390 “It’s the Real Thing” campaign, 39 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 J “Jack’s Camera Shop,” 168 Japanese billboard, humans playing soccer on, 667, 668f Japanese selling style, 681 Japan Olympic Games, 671 JELL-O pudding, 14 Jell-O Temptations, 490 JetBlue Airways, 64, 68–69, 69f, 385, 617–19 Jiepang (China), 385 Jif (peanut butter), 642 Jimmy Neutron, 96 John Deere, 59, 407 Johnson & Johnson (J&J), 237, 237t, 361, 364, 610 Johnson’s Baby Lotion, 361 Jose Cuervo Especial tequila, 482, 484 JP Morgan Chase, 280 Junkyard Wars, 234 Juvenile Diabetes Research Foundation, 630 K Kaplan Thaler Group, 266 Kay Yow/WBCA Cancer Fund, 629 Kellogg Co., 577–78, 641, 651 Kelly v Arriba Soft Corporation, 386 Kentucky Derby, 624–25 Kentucky Fried Chicken (KFC), 90, 420, 554, 602, 612, 628 Kettle Chips, 195, 195f Keyword(s) defined, 356 in increasing odds that ready consumers encounter your ad, 356f Keyword-matching advertising, 357 Keyword search, 352, 356 KFC See Kentucky Fried Chicken Kia Soul, 304 Kiasu, 300 Kidon Media-Link, 432 Kimberly-Clark, 660 Kmart, 656 Knowledge structures, 165 accessing of, ability for, 196 consumer’s, 166f creation of, ability for, 196–97, 197f described, 196 KOA Kampground, 555 Kodak, 420, 464, 642, 671, 671f Kongregate, 378, 382t Kool-Aid, 537 Kraft Foods, 54, 87–88, 88f, 234, 404, 410, 434, 530, 558 Kroger, 651 K-Swis, 362 Ku Klux Klan, 613 L Label information, in advertising, 102 Labeling, product, regulations for, 91 Labels for Education Program, 630–31 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it 722 SUBJECT INDEX Labor-based fee system, 248 Laddering, 277–78 defined, 277 Lady Gaga, 385 Lamar Advertising, 83 Landor Associates, 62, 69 Land Rover, 59 Lanham Act of 1946, 72, 92 LaserGillette, 61–62 Latinos, demographic targeting to, 134t, 135–37, 136t Laundry hanger, as advertising touch point, 15 Law of inverse demand, 251 Law of the few, in buzz creation, 619–20 LBS See Location-based service Lead times in magazine advertising, 322t, 323 promotion, 592 short, in radio advertising, 328t, 329 Learning exemplar-based, 196–97, 197f types, CPM, 166–67, 167f Leverage point, creative strategy and, 276t Leveraging, brand equity via, 40–42, 41f Lever Brothers, 559 Levi’s, 78 Levi Strauss & Co., 40, 424 Levi Strauss Dockers, 11 Lexicographic model, 171 Lexicon Branding, Inc., 63 Lexus, 409 Lexus Magazine, 327 LG cell phone, 42 LG’s VX series, 64 Library of Congress, Copyright Office of, 72 Lifetime-value analysis, 412–14 Likability, 184 advertising campaigns, 184, 184f manifestations of, 184 product promotion and, 184 Limited processing capacity, 165 Li Ning Co., 294–95 Linkage(s), strengthening of, 166–67, 167f LinkedIn, 378, 383t, 385 Lions International Advertising Festival, in Cannes, France, 261 Lipton Ice brand, 305 Liquid-Plumr, 64 Listerine mouthwash, 581 Listerine PocketPaks, 647 Little Debbie, 579 Liveamatics, 475 Living Social, 546, 568 L.L Bean, 411 Local personalities, in radio advertising, 328t, 329 Location-based service (LBS), Logic, fear appeal, 299–00 Logo(s), 69–71, 70f, 71f role of, 69–70, 70f updating of, 70–71, 71f “LOHAS” consumers, 142 London School of Hygiene and Tropical Medicine, 148 Longevity, in magazine advertising, 322, 322t Long-term memory (LTM), 165 L’Oreal, 237, 237t, 590 Absolut, 132 Los Angeles Dodgers baseball organization, 513 Louis Vuitton, 72 Low involvement hierarchy, 180 Low-involvement learning, 212 Loyalty brand accomplishing, 208f, 211 reduced, budgetary allocations related to, 516t, 517–18 customer, 327 Loyalty programs, 16–17 LTM See Long-term memory Lucent Technologies, 67–68 Lycra, 40 M MacIntosh computers, 258–59 Macy’s Thanksgiving Day Parade, 464 MADD, 671 Mad TV, 14 Magazine advertising, 319–27, 320f, 321f, 322t, 325t audience measurement for, 323–24 limitations of, 322t, 323 strengths of, 322–23, 322t Magazine(s), 319–27, 320f, 321f, 322t, 325t audience measurement, 323–24 factors, 323–24 problems, 324 buying space in, 320–22, 320f, 321f circulation pattern, variability in, 322t, 323 customized, 327 e-mail, 366 sampling by, 552 Mail-delivered coupons, 566 advantages, 566 disadvantages, 566 Mailing lists, 414–15 external, 414–15 compiled lists, 415 house lists, 414–15 internal, 414 types of, 414–15 Mail-in offers, 577–78, 577f Maker(s), in VALS framework, 123f, 124 Management, advertising, overview of, 232–57 Management supervisors, 247 Manager(s) account, 247 role in advertising, 252–53 Manufacturer(s), POP advertising benefits for, 650 Marcom See Marketing communications Marea, 521 Marketer(s), point of view of, 268 Marketing account-specific, 537–38 B2B, on Internet, 352 B2C, on Internet, 352 catalog, 412 cause-related, 82 See also Clauserelated marketing (CRM) defined, direct, in green marketing, 83 mix development, 144 online, ethical issues in, 103 social media defined, ethical issues in, 103 sponsorship, 622–23 See also Sponsorship marketing; Sponsorship(s) Marketing communications (Marcom) See also Integrated marketing communications (IMC) accountability, 45–49 behavioral foundations of, 160–73 behavior effects, 45–49 brand adoption and, 54–62 brand equity enhancement, 30–45 costs, 414 CPM in, 160–71 See also Consumer processing model (CPM) cultural differences in, 151 decision-making process in, 19–24, 19f, 22f defined, effectiveness of, measurement of calibrating specific effects in, 47 collecting accurate data in, 47 difficulty in, 46–47 gaining agreement in, 47 metrics in, 46–47 MMM in, 47–49 effects of, hierarchy of, 207–11, 208f, 209f elements in, 150–52, 150f environmental, 78–84 See also Green marketing ethical issues in, 94–105 See also Ethical issues evaluation of, 24 HEM in, 171–73, 172f implementation decisions, 21–23, 22f integrated, 3–27 See also Integrated marketing communications (IMC) integration of, 10–12 reasons for, 11 and meaning, 153–59 See also Meaning objectives and terminology, 7–8 objectives of, 206–17 setting of, 206–17 See also Objective setting outcomes of, 23–24 persuasion in, 181–82 promotional mix elements of, 9–10, 10t regulation of, 84–94 See also Regulation of Marcom tools of, 9–10, 10t types of, use of figurative language in, 155–59 Marketing communications decisions fundamental, 20–21 targeting, 20 Marketing evaluations, 297 Marketing investment, return on, 46–47 Marketing mix, Marketing mix development, 144 Marketing mix modeling (MMM) in determining Marcom effectiveness, 47–49 Marketing mix variables, Marketing plans, and advertising plans, 268 Marketing programs, experiential, 17 Marketing public relations (MPR), 605–11 vs advertising, 605 crisis management by, 610–11 defined, 605 described, 605 introduction to, 604–5 proactive, 605–7 proactive vs reactive, 605–11 reactive, 606–10 rumors and, 611–14 urban legends, 611–14 Marketing strategy, 435, 435f Marketing of Violent Entertainment to Children, 97 Market power, advertising and, 240, 240t, 241 Market(s), share of, 253–54, 253t Market segment, defined, 117 Market segmentation defined, 117 major steps in, 117 Market targeting, 138–39 Mars, Inc., 16 Martha Stewart brand, 32 The Martin Agency, 464 Marvel, 424 Mary Kay, 403 Mashable (blog sites), 364 Mass audience coverage, 318, 318t Mass audiences, 402 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Mass market, splintering of, budgetary allocations related to, 518 Mass media, reduced dependence on, 12–14 Mass media advertising, 12, 314–49, 402, 414, 419 MasterCard, 14 Master Settlement Agreement, 98 Material representation, 87–88 Mattel, Inc., 129, 388, 608 Barbie campaign of, 388, 390 Mature consumers, targeting to, 132–33 Maxima, 280 Maxwell House coffee, 559 “Mayhem” commercials (Allstate), 267 Mazda Miata, 160 Mazola, 642 McCann Worldgroup, 13 McDonald’s, 4, 32, 35–36, 114–15, 114f, 117, 137, 139, 142, 152, 238t, 243, 296, 316, 420, 554, 575, 583, 594, 612, 614, 617 McKinsey & Company, 314, 620–21 MDC Partners, 232–33 MeadWestvaco Corporation, 144 Meals on Wheels programs, 630 Meaning See also specific types contextual, V8 advertisements advertising, 154, 156f definition, 154 dimensions of, 154 and Marcom, 153–59 meaning of, 153–54 Meaning transfer, 154–55, 156f Means-end chains, 273–78 advertising applications of, 275–77, 276f–278f, 276t identifying of, 277–78 practical issues in, 278 Measurability, of Direct mail advertising, 410 Measurement(s), self-report, of emotional responses, 490 MECCAS Model, of advertising, 275–77, 276f–278f, 276t Media See also Advertising media advertising, 423–24 alternative, potpourri of, 423–24 commissions from, 248 defined, 23 described, 432 marketing, social campaign, green marketing, 83 defined, ethical issues in, 103 mass advertising by, 12, 314–49 reduced dependence on, 12–14 messages and, 432–33 objectives of, specifying of, 437–53 “other,” 418–21 reduced effectiveness of, budgetary allocations related to, 518 rich, 360 selection of, 23, 433–35 “MediaCarts,” 638 Media-delivered coupons, 566–67 Mediamark Research, Inc (MRI), 322, 324–27, 325t Media-neutral approach, 13–14 Media planners, 247 Media planning brand choice influencing in, 449–50 continuity in, 447–49, 448f cost considerations in, 451–52 described, 435, 435f Diet Dr Pepper plan, 459–62, 460t–461t first exposure in, 449 frequency in, 438–40, 439t illustrative calculations in, 451–52 Olympus camera plan, 464–65, 466t optimizing weekly reach in, 450 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it SUBJECT INDEX 723 process of, 435–36, 435f reach in, 437–38 recency planning, 449–51 Saab 9-5’s plan, 462–64, 463t shelf-space model, 449–51 software for, 453–58 specifying media objectives in, 437–53 target audience in, 436 toward reconciliation in, 451 trade-offs in, necessity of making, 452–53 weight, 440–47 Media-scheduling software, 453–58 Media self-regulation, 93 Media services, 247 Media Sexploitation, 302–3 Media strategy, 435–36 Media weight, creative content and, relationship between, 501–02 Memory elements of, 165 long-term, 165 short-term, 165 working, 165 Memory organization packets, 165 Mentadent, 34 Menu Brands, 608 Mercedes Benz, 161, 409 Merchandising, by advertising POP, 653 Merchandising space, on- and off-shelf, sales promotions in increasing, 520t, 522 Merck & Co., 101, 609 Merrill Lynch, 155 Message(s), 258–87 See also Advertising messages; Advertising messages, effective and creative creating of, 23 described, 150f, 151 effectiveness of, measuring of, 470–503 recognition and recall in, 480–88 novel, 194, 194f posttesting of, 474 pretesting of, 474 processing of, motivation in, 195, 196f subliminal, 302–4 See also Subliminal messages Message arguments, 185–86, 185f ad copy testing of, 186 compelling, failure to presenting, 185 persuasion and, 185 Message-based persuasion, 190–91 Advantium oven campaign, 191 Message channel, 151 Message-driven approach, in brand equity enhancement, 38–39 Message research background of, 474 forms of, 478–81 industry standards for, 475–77 lessons learned from, for brand managers and ad agencies, 477–78 qualitative, 478–80 quantitative, 480 reasons for, 476 Metaphor vs Simile, 156–57 in advertising, 156–58 defined, 156–57 Metrics CPA, 371 defined, 371 for measuring Internet advertising performance, 371 Metric(s), in determining Marcom effectiveness, 46–47 MetroPCS, 223t MGA Entertainment Inc., 388 Bratz Online Dolls campaign of, 388, 390 Michelin tires, 300, 577 Micro-blogging service, 384 Microsoft, 63, 66, 68, 353 Middle-aged consumers, targeting to, 132–33, 132f “Milk Mustache” ad campaign, 294 “Milk Mustache” print advertisement, 267 Millennial Generation, 130 Miller Brewing Company, 96, 210 MillerCoors, 224t, 225, 254 Miller Lite, 210, 211f, 217, 261, 302 Mini Cooper car ads, 232 Minute Maid juice, 592 Miscomprehension, 163–64 Misleading omission, defined, 87 Misredeemer(s), professional, 568f, 570 Misredemption, coupon, 568–70, 568f Misrepresentation, defined, 87 Miss Clairol campaign, 264 Missing, 338t Missionary selling, 684 Mixpo, 361 MMA See Mobile Marketing Association (MMA) MMM See Marketing mix modeling (MMM) MMS See Multimedia Messaging Service (MMS) M&M’s, 579 Mobil, 420 Mobile advertising, 366–69 See also Advertising challenges of, 350–51 excitement of, 350–51 growth of, 368 in India, 367 invasion of privacy and, 368 by PepsiCo, Mobile grocery shopping, 638–39 Mobile Marketing Association (MMA), 25 Mobile phones, Internet advertising on, 367–68 “Mobisode,” 14 Mobium, 144 Modeling See Vicarious learning Modern Marvels, 234 Modiv Mobile, 638 Molson Ice, 96 Molson Outpost campaign, 17 Momentum defined, 23 establishing of, 23 Monday Night Football promotion, by Beatrice Company, 582 Money, street, 528 Money Can’t Buy You Class, 434 Moneytalk, 585 Motion, use of, 194–95, 196f Motion displays, 652 Motivation, 188–89 to attend messages, 193–95, 193f hedonic need, appeals to, 194 informational needs, appeals to, 194 intense cues, use of, 194–95, 195f motion, use of, 194–95, 196f prominent cues, use of, 194–95, 195f stimuli, use of novel, 194, 194f elaboration and, 188–89 enhancement of, in processing advertisements, 192–97 marketing message and, 188 opportunity, and ability (MOA) factors, 192–93, 193f to process messages, 195, 196f Motivational level, as characteristic of salesperson performance, 692f, 693 Motivational Response Method (MRM), 491 Motorola, 42, 64, 67, 420 Motrin IB, 587 Mott’s, 137 Mountain Dew, 7, 10–11 MPR See Marketing public relations (MPR) MPR messages, 605 Mr Clean Magic Eraser, 57, 158 Mr Goodwrench, 158 MRM See Motivational Response Method Mrs Paul’s fish fillets, 592 Multi-level marketing, 403 Multimedia Messaging Service (MMS), 367 Multiplayer online (MMO) games, 378 Multiple direct mailings, 409 Music, in advertising, 478, 501 functions of, 304, 306 MySpace, 28, 378, 381, 382t–383t N Nabisco, 16, 580, 630 NAD See National Advertising Division Naming, brand, 62–71 See also Brand naming NARB See National Advertising Review Board NARC See National Advertising Review Council Narrowcasting, 334 NASCAR, 408, 420 National Advertising Division (NAD), 93–94 National Advertising Review Board (NARB), 93 National Advertising Review Council (NARC), 93 National Association for Stock Car Auto Racing (NASCAR), 622–23, 625 National Basketball Association (NBA), 294 National Business Machines (NBM), 689–90 National Collegiate Athletic Association (NCAA), 424 National Do Not Call Registry, 418 National Fluid Milk Processing Promotion Board, 184 National Football League (NFL), 430, 465, 582, 624–25 National Geographic Channel, 389 Remembering 9/11 campaign of, 389–90 National Geographic magazine, 79, 324 National Merit Semifinalists, 514 National Youth Anti-Drug Media Campaign (NYADMC), 470 Nations Brand Index (NBI), 43 Natural searches, 355–56 Nautilus, 402 NBC Universal, 362 NBI See Nations Brand Index NBM See National Business Machines NCAA See National Collegiate Athletic Association (NCAA) NCAA March Madness, 424, 629 NCIS, 338t NCIS: Los Angeles, 338t Near-pack premiums, 579 Need(s) See also specific needs hedonic, appeals to, 194 informational, appeals to, 194, 194f positioning-based, 139f–141f, 140–41 symbolic, positioning-based, 139f, 140 Negative keywords, 357 Neighborhood Park Renovation campaign, 388, 390 Neosporin, 277 Nescafé, 365 Nestlé, 364, 410, 577 Netflix, 404, 414 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Net present value (NPV), 47, 412–14, 413t Network TV advertising, 333, 333t “Neural Candy,” 152 Neuromarketing and challenge case, 39 defined, 38 Neuroscience, 39 brain imaging and, 490 “New Air,” 69 New Beetle automobiles, 577 New-Business selling, 684 News America’s SmartSource, 561 Newspaper(s), 316–19, 318t percentage of households reading, 316 readers, changing composition of, 319 readership, decline in, 319 sampling by, 552 selective medium, not a highly, 319 Newspaper advertising, 316–19, 318t buying space, 317–18 limitations of, 318t, 319 local, 317 strengths of, 318–19, 318t Newspaper Advertising Bureau (NAB), 317 New York City garbage trucks, 424 New York Post, 570 Nextel, 420 Nielsen, new challenger to, 236, 344 Nielsen BuzzMetrics, 363, 394, 602, 605 Nielsen Cinema (in-theater audience measurement service), 423 Nielsen GamePlay Metrics, 422 Nielsen Media Research, 342, 423, 660, 669 Nielsen Monitor-Plus, 354 Nielsen Personal Outdoor Devices (Npods), 669 Nielsen’s Diary Panels, 343 Nielsen’s local people meters, 344 Nielsen’s People Meter technology, 342–43, 342f Nightline, 609 Nike, 12–13, 60, 79, 155, 198, 267, 281, 291, 294–96, 389, 419 Write the Future campaign of, 389 Nikon, 464 Nissan Altima, 304 Nissan Altima Coupe, 172–73, 172f Nissan Leaf, 78f, 79 Nissan Motor, 280 Nivea, 556 Noise, defined, 150f, 152 Nokia, 42 Noncompensatory heuristics, 170 Nonprofit organizations, 629 Non-voluntary attention, 161 Non-wasted weight, 442 North American Industrial Classification System, 685 Northwest Airlines, 64 Novartis Corporation, 91 Novel messages, 194, 194f Novelty, in advertising, 262 Npods, 669 NPV See Net present value (NPV) NPV profit, 413t, 414 Nutrisystem, 9, 401, 405 Nutrition Facts Panels, 85, 644 “Nutrition Keys,” 86 NyQuil Cold & Flu medicine, 196, 197f NY Times, 53 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 O Obermutten Goes Global campaign, 389–90 Objective(s) advertising, 270 behavior-affecting, 17–18 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it 724 SUBJECT INDEX Objective(s) (continued) brand management, 549–50, 551t communication, 215 customer-holding, 584 focusing on, 17–18 marketing, 221 pre-sales, 215 repeat-purchase, 550 setting of, 20 Objective-and-task budgeting, 221–22 steps in, 221–22 Objective setting, 206–17 accomplishing brand loyalty, 208f, 211 accountability perspective, 216–17 advancing consumers from unawareness to awareness, 208, 208f affordability method, 226 creating expectation, 208–10, 208f criteria for, 214–15, 214f encouraging trial purchases, 208f, 210 heretical view, 216, 216f in hierarchy of Marcom effects, 207–11, 208f, 209f introduction to, 206 objective-and-task method, 221–22 reinforcing beliefs and attitudes, 208f, 210–11 requirements for, 213–15, 214f stated in terms of sales, 215–17, 216f traditional view, 215–16 Observability, in facilitating brand adoption, 59–60, 60f Ocean Foundation, 82 Odor-fighting products, 131 Offensive advertising, 99–100 Offer(s), mail-in, 576t, 577–78 Office of National Drug Control Policy (ONDCP), Off-invoice allowances, 527–28 diverting due to, 532t, 533–34 forward buying due to, 532–33, 532t retailers blamed for, 534 undesirable consequences of, 532–34, 532t The Ohio State University, 97 Old Joe, 159 Old Spice (Procter & Gamble), 389 Smell Like a Man, Man campaign of, 389–90 Olla Condoms, 389 Unexpected Babies campaign of, 389–90 Olympia beer, 652 Olympic Games, 622–23, 626, 628 Olympus camera media plan, 464–65, 466t Omission(s), misleading, defined, 87 Omnicom Group, 245 Omniture, 394 100% Recycled Paperboard Alliance, 82–83 Online advertising, 350–66 See also specific types, e.g., E-mail advertising behavioral targeting in, 369–70 benefits, 352–53 blogs in, 363–64 costs, 352–53 display (banner) ads, 358–59, 359t effectiveness of, measuring of, 370–71 e-mail advertising, 364–66 formats, 354–55, 355t individualization of, 352 interactivity of, 352 introduction to, 352–55 measuring performance of, metrics for, 370–71 mobile phones in, 367–68 podcasts in, 364 privacy issues, 369–70 process, 353–54 rich media on, 360 search engine, 355–58 See also Search engine advertising (SEA) social media in, 350, 363, 367, 370 on Web sites, 356–58, 362–63 Online behavioral targeting, 118–19, 119f Online contests, 588–89 Online couponing, 567–68 Online Interest- Based Accountability Program, 93 Online marketing defined, ethical issues in, 103 Online promotion agencies, 570 Online sampling, 554–55 Online shopping cart, 351 Online sweeps, 588–89 Online video advertisements, 361 On- or in-pack sampling, 553 On-pack coupons, 567 advantages, 567 disadvantages, 567 On-pack premiums, 578–79 On-premise signage, 661–62, 661f, 662f expert assistance related to, 662 On-premise sign(s) ABCs of, 661–62 types of, 661, 661f, 662f OOH advertising, 663–71 See also Out-of-home (OOH) advertising Opinion leader, defined, 615 Opinion leadership influence, 616 Opportunity, 188–89 elaboration and, 188–89 to encode information, 195 enhancement of, in processing advertisements, 192–97 marketing message and, 188 to reduce processing time, 195 Opportunity to see (OTS), 443, 458 The Oprah Winfrey Show, 618, 620 Opt-in e-mailing, vs spam, 365–66 Oracle, 683 Oreos, in China, 558 Orientation, value, 275, 276t See The Ohio State University OTC See Over-the-counter OTS See Opportunity to see (OTS) Outbound telemarketing, 416 economic considerations, 416 specific selling tasks in, 416 users of, 416 Outcome- or performance-based programs, 248 Outcomes (TORA), 197–98 Outcome(s), advertising campaign, 271 Outdoor advertising, in green marketing, 83 Outdoor Advertising Association of America, 670 Outhouse Springs, 669–70 Out-of-home (OOH) advertising, 465, 663–71 billboard ads, 663–70 See also Billboard advertising described, 663 transit advertising, 663, 670–71, 670f Out-of-town travel, as seeling activity, 683 Output side, effective advertising from, 260 Overlay promotions, 585, 589–90, 590f Over-the-counter (OTC), 87 P Pabst Brewing Co., 224t Packaging, 640–48 color in, 641–42 defined, 640 design and shape cues in, 642–43 designing of, 647–48, 647f conduct product category analysis in, 647f, 648 determine communication priorities in, 647f, 648 identify silent brand attributes or benefits in, 647f, 648 perform competitive analysis in, 647f, 648 specify brand-positioning objectives in, 647–48, 647f ethical issues in, 102 evaluation of emotional appeal in, 645 information in, 644–45 VIEW model, 643–46 visibility in, 644 workability in, 645–46, 645f expressions related to, 640–41 graphics for, 102 physical materials in, 643 requirements for, 646 size of, 643 structure of, 641–43 unsafe, 102 U.S tobacco, 76–77, 76f Page publishing, 391 Palomar Medical Technologies, Inc., 60 Pampers diapers, 557 Pantene, 642 Papa John’s, 92, 421 Paper diaries, of TV viewing behavior, 343 Parent-focused websites, 361 Parker Hannifin, 234–35 “Party Rock Anthem” commercial, 267 Patents described, 71 design, 71 plant, 71 utility, 71 Patent & Trademark Office, 71 Paul Masson wines, 268 Pay-for-performance programs, 535–37 “Paying attention,” in CPM, 161–62 Pay-Per-Call (900 number) service, 417 Pear Analytics, 385 PedEgg, Penetration rate, 594 Pennzoil, 642 People, 465 People, leveraging associations from, 41, 41f People’s Choice Awards, 390 People’s Choice networking site (P&G), 390 PepsiCo, 6, 38–39, 44, 58, 80, 119, 137, 239, 281, 389, 537, 582, 609 Pepsi Creative Challenge contest (China), 13 Pepsi Loot app, Pepsi Loot website, “Pepsi Max Kicks” campaign, Pepsodent (toothpaste), 34 Percentage-of-sales budgeting, 220–21 criticism of, 221 Perception, 162 selective, 162, 163f Perceptual encoding, 162 Perceptual field, 154 Peripheral cues, 186–87, 190–91 in advertising, 192 elements, 186 example, 186–87, 186f Peripheral route, 189f, 190–92 classical conditioning, 191–92 peripheral cues, importance of, 190–91 temporary vs enduring attitude change, 192 Personal characteristics, as determinant of salesperson performance, 692f, 693–94 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Personality dimensions, brand-related, 36–37 Personality(ies) local, in radio advertising, 328t, 329 matching products to, 434 Personal selling, 678–80 See also Selling advantages of, 678 attractive features of, 680 basic steps in, 685–89 approach, 686 close, 687–88 follow-up, 688–89 handling objections, 687 preapproach, 685 prospecting and qualifying, 685 sales presentation, 686–87 college students’ attitudes toward, 679, 679t defined, definition, 678 disadvantages of, 678 introduction to, 678 NBM’s case, 689–90 types of jobs, 683–85 Personification, 158, 158f Person-to-person interaction, 678 Persuasion ad, for global public causes, 187 cell-phone addiction and, 178–79 defined, 178 emotion-based, 190 ethics of, 181–82 factors, 185–88 communication modality, 187 message arguments, 185–86, 185f peripheral cues, 186–87 receiver initial position, 187–88 receiver involvement, 187 integration model of, 188–92, 189f in marketing communications, 181–82 message-based, 190 practice of, 182 routes and, 189f, 190–92 tools of, 182–85 authority, 184 commitment, 183 consistency, 183 liking, 184 reciprocation, 182–83 scarcity, 184–85 social proof, 183 Persuasion, measures of, 492–94 ARS method of, 492–94 Ipsos ASI Next*TV method, 492 Pete Pickup, 159, 159f Pew Research Center, 115 Pfizer, 237, 237t, 391, 647 Chapstick campaign of, 391 P&G See Procter & Gamble Phantom discounts, 584 Phased strategies, 171 Philadelphia Extra Light cream cheese, 166, 167f Philippines Department of Tourism, 390 It’s More Fun in the Philippines campaign of, 390 Philips Lighting, 522 Phishing, 366 Phone(s), mobile advertising on, in India, 367 Internet advertising on, 367–68 LG, 42 Phony UPC symbols, 584–85 Photomatics, 475 Photosmart photography system, 537–38 Physical danger, 299 Physiological testing, of emotional responses, 490–91 Picnic (movie), 302 Pillsbury, 158, 556, 587 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it SUBJECT INDEX 725 Pinterest, 378, 380, 386 copyright violations issues, 386 growth of, 386 Pioneer, 157, 340 Pioneering Research for In-Store Metric (PRISM), on measuring effectiveness of in-store advertising media, 660–61 “Pity to Waste It,” 408 Pizza Hut, 6, 17, 92 Place(s), leveraging associations from, 41f, 42–43 Planner(s), media, 247 Planning account, 270 frequency value, 445–47, 445t, 446t reach, effective, 444–45 recency, 449–51 Playboys, 131 PlayStation, 605 PMA See Promotion Marketing Association PMDD See Premenstrual dysphoric disorder Podcasting, 364 Podcast(s), 364 PodNova, 364 Point-of-purchase (POP) advertising, 648–61 See also specific types accomplishments with, 649–50 couponing in, 563–66 display effectiveness in Benylin study, 658–59 evidence of, 656–59, 658t POPAI/Kmart/P&G study, 656–58, 658t POPAI/Warner-Lambert Listerine study, 659 POPAI/Warner-Lambert studies, 658–59 influence on consumer behavior, 651–53 encouraging, 653 informing, 652 merchandising, 653 reminding, 652–53 in-store decision making, 653–56, 654t, 655t materials in, use and nonuse of, 659–60 messages, 640 programs, in green marketing, 82–83 Point-of-Purchase Advertising International (POPAI), 25 Consumer Buying Habits Study of, 653–56, 654t, 655t research, latest, 659 Point-of-purchase (POP) communications, 648–61 See also specific types billboard advertising, 663–70 introduction to, 640 materials for, 649, 649f, 650f on-premise signage, 661–62, 661f, 662f OOH advertising, 663–71 Point-of-purchase couponing, 563–66 Polyvinyl chloride (PVC), 82 POP See Point-of-purchase POP advertising, 648–61 See also POP communications POPAI See Point-of-Purchase Advertising International POPAI Consumer Buying Habits Study, 653–56, 654t, 655t POPAI/Kmart/P&G study, of display effectiveness, 656–58, 658t POPAI/Warner-Lambert Listerine study, of display effectiveness, 659 POPAI/Warner-Lambert studies, of display effectiveness, 658–59 POP communications, 648–61 See also POP advertising POP materials, use and nonuse of, 659–60 POP programs, in green marketing, 82–83 Pop-up advertisements, 360 “Pop-up shops,” 556 Portable People Meter, 331 Positioning, 20, 117 See also Brand positioning attribute non–product-related, 139f, 144, 144f product-related, 139f, 141–42, 143f based on experiential needs, 139f, 140–41, 141f based on functional needs, 139f, 140, 140f benefit, 139f, 140–41 See also Benefit positioning brand, 271 brand, framework for, 139f, 140–41 market actions in, 139–40 described, 139 fundamentals, 139–44 interrelated ideas in, 139–40 in practice, 139–44 usage imagery in, 144, 144f user imagery in, 144, 144f Positioning Advertising Copy Testing (PACT), 475–76 Positioning statement, 117, 139, 263, 269, 271 brand, 20 defined, 16 Poster panels, advertising on, 663–64 Post-it (notepads), 64 Power defined, 274, 274t example of, 276–77, 278f PowerGlider, 102 PowerMaster, 98 Power of context, in buzz creation, 620 PowerPoint, 665 PPAI See Promotional Products Association International PR See Public relations Preakness Stakes, 624–25 Precisely wrong thinking, vs vaguely right thinking, logic of, 216 Predictive validity, of ARS Persuasion scores, 493–94, 493t Preemptive creative style, 280 Preference(s), 199 consumer, 199 influencing, 199 defined, 199 Premenstrual dysphoric disorder (PMDD), 92 Premium(s), 574–80, 593–94 defined, 576 free-gift-with-purchase, 576t, 577 free-with-purchase, 576t, 577 in-, on-, or near-pack, 578–79 introduction to, 576 mail-in offers, 577–78, 577f revenue, defined, 32 self-liquidating offers, 579–80 Pre-sales objectives, 215 Preschoolers, targeting to, 129 Prescription drug advertising, regulation of, 91–92 Price-offs, 580–81 effectiveness of, 581 FTC regulations on, 581 Price packs, 580–81 See also Centsoffs packs; Price-offs Price reductions, retail, temporary, 538–39, 538t Price(s), average, advertising elasticities and, 251–53 Price sensitivity, increased, budgetary allocations related to, 517 Pricing elasticity, vs advertising, 250–54, 253f Primary demand, 242 Prime time, in TV advertising, 332, 332t Priming, subliminal, 303 Print advertising, Prison Break (TV program), 14 Privacy principles, social networks and, 393 Proactiv, Proactive MPR, 605–7 credibility in, 606 publicity and, 606 Probiotics, defined, 89 “Processes of Opinion Change,” 53 Processing time, reducing of, opportunity for, 196, 197f Procter & Gamble (P&G), 14, 48–49, 57, 131, 135, 137, 142, 148, 234, 236, 237t, 239, 248, 261, 340, 369, 389–90, 410, 535, 557, 561, 582–83, 612, 646, 660 Product adoption, 54 Product certification, symbolism of, as fair traded, 142 Product information, consumers’ trust related, 236 Product labeling, regulations for, 91 Product placement See Brand placements Product RED licensing program, 629 Product releases, 606 Product satisfaction, 414 Product Servicing, 682 Product usage, increasing, by loading consumers, 523–24 Professional misredeemers, 568f, 570 Profile(s), psychographic customized, 121, 121t general purpose, 121–24, 122t, 123f Program evaluation, 19, 19f, 24 Programming dayparts, in TV advertising, 331–32, 332t Progressive, 204 Progresso Soup, 556 Prominent cues, 194–95, 195f Promoted Tweet, 386, 392 Promotion(s), 580–97 See also Rebates/refunds; Sales promotions; specific types advertised, increased store traffic due to, 540 bonus packs, 576t, 581–82 capabilities of, 520–25, 520t consumer-oriented, 548–70, 551t, 576t reasons for, 548 continuity, 589 customizing of, 537–38 defined, 512 games, 582–83 generalizations about, 538–41 increased budgetary allocations to, 514–20 balance-of-power shift and, 516 consumer responsiveness and, 518–19 corporate reward structures and, 516t, 518 factors accounting for, 515–16 increased brand parity and price sensitivity and, 517 new accounting rules related to, 519–20, 519t push and pull strategies in, 515, 515t reduced brand loyalty and, 517–18 reduced media effectiveness and, 518 short-term orientation and, 518 splintering of mass market and, 518 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 methods of, classification of, 550–52, 551t in one product category affecting sales of brands in complementary and competitive categories, 538t, 540 overlay, 585, 589–92, 590f price-off, 580–81 push and pull strategies in, 515, 515t reasons for, 548 rebates/refunds, 583–85, 583f retailer, 592–94 sales, 510–45 See also Sales promotions targets of, 514, 514f tie-in promotions, 589–92, 591f implementation problems related to, 592 trade, role of, 525–26 See also Trade promotions users of, 512, 523 uses of, 512, 514 Promotion agencies online, 570 role of, 570 Promotional mix, 9f defined, elements, 8–9 Promotional Products Association International (PPAI), 25 Promotion Marketing Association (PMA), 25, 583 Protection Motivation Theory, 299 Prudential Insurance, 155 PSAs See Public service announcements Psychographic profiles customized, 121, 121t general purpose, 121–24, 122t, 123f Psychographic(s), 116, 116f described, 120–21 Psychographic segmentation, 116, 116f, 120–24 customized profiles in, 121, 121t Psychographic segmentation scheme, Futures Company MindBase, 121, 122t Psychological inclination, to use coupons, 561 Psychological reactance, 184, 300–01 Publicis Groupe, 245 Publicity, 8, 101, 604–06, 604t, 609–11, 618, 626, 630 negative, 101–02 Public relations (PR) activities and functions, 604t defined, 8, 604 ethical issues in, 101–02 marketing-oriented, 604–05 See also Marketing public relations (MPR) Public service announcements (PSAs), 89, 164 Publishing, customized, 327 Publix, 66, 593 Pull, 515 Pulsing advertising schedule, 448 Puma, 14, 420 Pupillometer, 491 Purchase(s) repeat, encouraging, 520t, 523 trial, encouraging of, 208f, 210 Purchase frequency, 594 Purchase size, 594 Purchasing unplanned, 653–56, 654t, 655t unwise, 101 Purchasing agents, 676–77, 677t Purina Hi Pro, 168 Purina Points, 589 Push, 515 Push strategies, 515, 515t PVC See Polyvinyl chloride 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it 726 SUBJECT INDEX Q Qantas, 158 QR codes See Quick response codes Q scores, role of, 297 Quaker Oats, 410 Qualitative message research, 478–80 Quality, in magazine advertising, 322, 322t Quantitative message research, 480 Quick response (QR) codes, 6, 639, 646 Quick results, in trade promotion program, 526 Quiznos, 593 R Radian6, 380, 394–95, 605, 683 Radio, 328–31, 328t buying time on, 328, 330 prevalence of, 328 Radio advertising, 328–31, 328t audience measurement for, 330–31 buying time in, 328, 330 limitations of, 328t, 329–30 strengths of, 328t, 329 Radio audiences, measurement for, 330–31 Radio frequency identification (RFID) technology, 638 chips, 660 Radio’s All Dimension Audience Research (RADAR), 330 Radio-type programs, 364 “Rainforest Alliance Certified,” 142 Rally’s Hamburgers, 420 Ralph Lauren brand, 32, 144, 144f Ralston Purina, 578, 589 Rate cards, newspaper advertising, 319 Rating(s), described, 440 Rating point(s) described, 440 effective, 444 gross, 440–42 target, 442 Rational stimulus, 261 Ratio(s), advertising-to-sales, 237–39, 238t RAZR, 64, 67 RDK See Retail Development Kit Reach broad, 318, 318t described, 437 determinants of, 437–38 effective concept of, 442–43 planning for, 444–45 in media planning, 444–45, 444t weekly, optimizing of, 450 Reach planning, effective, 444–45 Reactance, psychological, 300–01 Reaction(s), emotional, measurement of, 488–92 See also Emotional reactions, measurement of Reactive MPR, 606, 607–10 Reader(s), eligible, 482 Reader’s Digest, 322, 552 Real Housewives of New York City, 434 Reality television programming, 421 “Reasonable consumer,” 87 Rebates/refunds, 583–85, 583f defined, 583 phantom discounts, 584 rebate fraud, 584–85 Recall, 358 brand, 35 controversy related to, 488 measures of, 481–88 Receiver defined, 150f, 152 initial position, 187–88 self-generated thoughts, 187–88 involvement, 187 message arguments, attention towards, 187 Recency planning, 449–51 Recency principle, 449 Reciprocation, 182–83 in business-to-business (B2B) interactions, 182 effectiveness, 182–83 examples, 182–83 Recognition brand, 35 measures of, 481–88 Reconciliation, in media planning, 451 Redemption centers, coupons, 569–70 Redemption of coupons, 562–63t process of, 568–69, 568f Redemption rates for coupons, 563t, 566 in-pack, 567 by current brand users, 562 defined, 561 Redrover, Reese’s, 590 Referent, 153 Refresh campaign, 389–90 Refresh campaign (Pepsi), 389–90 Refund(s), 583–85 See also Rebates/ refunds Regulation of Marcom, 84–94 of benefits, 85–86 of costs, 86 against deceptive advertising, 87–89 of DTC advertising, 91 by federal agencies, 86–92 information, 90–91 justification for, 85–86 of prescription drug advertising, 91–92 in product labeling, 91 by state agencies, 92 Relational communications, 687, 688t “The Relationship Company,” 280 Relationship(s), building of, 12t, 16–17 Relative advantage, in facilitating brand adoption, 56–58 Remembering 9/11 campaign, 389, 390 Reminding, by advertising, 242 POP, 652–53 Renaissance Hotels, 589 Renren (China), 383t, 385 Renren Places (location-service), 385 Repeater class, 54f, 56 Repeat-purchase objective, 550 Repeat purchases, encouraging, sales promotions in holding current usage by, 520t, 523 Repositioning, of brands, 144 Request coupons, 417 Research advertising, 473–78 See also Advertising research; Message research copy, 474 qualitative message, 478–80 quantitative message, 480 Research services, 247 Resonant advertising, 279t, 281–82, 281f Response(s) autonomic, 490 sales, 480, 481t, 494–96 Retail Development Kit (RDK), 651 Retailer managers, 569 Retailer performance, improvement in, in trade promotion program, 526 Retailer promotions, 592–94 coupons, 592 frequent-shopper program, 592–93 games, 593–94 premiums, 593–94 samples, 593–94 special price deals, 593 Retailer(s) minimizing effort and cost of, in trade promotion program, 526 POP advertising benefits for, 650 Retail price reductions, temporary, substantial increase in sales due to, 538–39, 538t Retail selling, 684 Retention, search/retrieval and, of stored information, in CPM, 164–69, 166f, 167f Retention rate, 413–14, 413t Return on investment (ROI), 216–17, 314–15, 394, 686 estimating of, 557, 558t Return on marketing investment (ROMI), 46–47 Revenue, premium, defined, 32 Reward(s) consumer, 550, 551t delayed, 550, 567 immediate, 550, 581 Reynolds Metals Company, 630 RFID See Radio frequency identification technology Rich media, 360 Right Media (Yahoo Inc.), 393 Right thinking, vaguely, vs precisely wrong thinking, logic of, 216f Rinaldi, 185, 185f, 188 Ripomatics, 475 Ritz, 641 R.J Reynolds (RJRT) tobacco company, 98 RJRT See R.J Reynolds Tobacco Company Road to the Super Bowl, 459 Road & Track magazine, 409 ROI See Return on investment Role perceptions, as characteristic of salesperson performance, 692f, 693 Rolex watches, 276, 276f Roller Babies campaign, 388, 390 Rolling Stone magazine, 323, 465 ROMI See Return on marketing investment Rosetta Stone, 401–02 Roundy’s Pick n’ Save, 593 Ruggedness, brand-related, 37 Rumor(s), 611–14 commercial, 612–13 conspiracy, 613 contamination, 613 handling of, 614 Runner’s World, 53, 323 Russian knickknacks, 578 Ryder, 422 S Saab, 198 Saab 9-5 campaign, 409, 462–64, 463t Saatchi & Saatchi (ad agency), 14 Safeguard soap, 557 Sale(s), Marcom objectives stated in terms of, 215–17, 216f Sales-effective advertising, 501f Sales force See also Personal selling; Selling poorly trained, effects of, 524 qualities, 676–77, 677t TV advertising effects on, 335, 335t Salesforce.com, 683, 683f Sales Jobs, types of, 683–85 Salesperson effectiveness, 690–94 contingency Model of, 691f Salesperson performance, 690–94 determinants of, 692–94, 692f adaptability, 692f, 694 aptitude, 692, 692f motivational level, 692f, 693 personal characteristics, 692f, 693–94 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 role perceptions, 692f, 693 skill Level, 692–93, 692f Sales presentation, 686–87 Sales promotions, 510–45 See also Promotion(s); specific types capabilities of, 520–25, 520t facilitate introduction of new products to trade, 520t, 522 hold current users by encouraging repeat purchases, 523 increase on- and off-shelf merchandising space, 522 increase product usage by loading consumers, 523–24 invigorate sales of mature brand, 521–22 neutralized competitive advertising and sales promotions, 522 obtain trial purchases from consumers, 522–23 preempt competition by loading consumers, 524 reinforce advertising, 524 consumer, customizing of, 537–38 defined, 8–9 ethical issues in, 102 generalizations about, 538–41 ideas’ evaluation, 594–97, 596t postmortem analysis, 595–97, 596t procedure, 594–95 achieve agreement, 594 idea, evaluation of, 594–95 objectives, identification of, 594 incentives in, 512, 517, 522, 526 increased budgetary allocations to, 514–20 introduction to, 512, 514 limitations of, 520–25, 520t inability to compensate for poorly trained sales force or lack of advertising, 524 inability to give trade or consumers any compelling long-term reason to continue purchasing brand, 524–25 inability to permanently stop established brand’s declining sales trend or change basic nonacceptance of undesired product, 525 nature of, 512, 514 push and pull strategies in, 515, 515t short-term orientedness of, 518 stimulate sales force enthusiasm for new, improved, or mature product, 521 targets of, 514, 514f trade, 8–9 Sales response, measures of, 494–96 ACNielsen’s ScanTrack in, 495 SymphonyIRI Group’s BehaviorScan, 495–96 testing procedure, 496 Sales-to-advertising response function, 219–20, 219t Salience, increasing, advertising for, 242 Sample(s), 593–94 Sampling, 552–59, 593–94 change-point, 554 defined, 552 by direct mail, 552 door-to-door, 552–53 effectiveness of, 552 at high-traffic locations and events, 553 indications for, 557 in-store, 554 by magazines, 552 by newspapers, 552 online, 554–55 on- or in-pack, 553 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it SUBJECT INDEX 727 practices in, 555–57, 557f, 558t estimating ROI, 557, 558t targeting sample recipients, 555–56 using creative distribution methods, 556–57, 557f problems related to, 559 at unique venues, 553–54 Sam’s Club, 550 Samsung, 82, 304 Samsung Hue, 64 Samsung M300, 64 Samsung Sync, 64 Sanka, 641 SAP, 683 Sara Lee, 410 Saturation factor, in celebrity endorsement, 295–96 Save Lids to Save Lives promotion, 630 S.B Thomas’ English muffins, 652 SBI (GeoVALS), 124 SBI-VALS system, 121–22, 123f ScanIt! Mobile, 566 Scanner-delivered coupons, 565 ScanTrack, of ACNielsen, 495 Scarcity (influence tactic), 184–85 example, 185 Scarcity, appeals to, related case of, 300–301 Schemata, 165 Schemer schema, 182 “Score Card” program, 593 Screen Actors Guild, 296 SEA See Search engine advertising Seal-of-approval programs, in green marketing, 82 Search engine advertising (SEA), 355–58 costs of, 357–58 described, 355–56 fundamentals of, 355–56 problems with, 358 purchasing keywords in, 356–58, 356f selecting content-oriented websites in, 356–58 Search(es) keyword, 352, 356 natural, 355–56 Search/retrieval, retention and, of stored information, 164–69, 166f, 167f Sears, 32, 137, 340 Secondary demand, 242 Second Life, 381, 382t Secret Clues, 521 Security defined, 274, 274t example of, 277 Seer (program), 363 Segmentation See also Targeting; specific types behavioral, online, 118–19, 119f behaviorographic, 116, 116f, 117–18 online, 118–19, 119f privacy concerns of, 119–20 characteristics of, classification of, 116, 116f customized profiles in, 121, 121t demographic, 125–38 geodemographic, 124–25 introduction to, 116–17 market, 117 psychographic, 116, 116f, 120–24 Selective perception, illustration of, 162, 163f Selectivity, in magazine advertising, 322, 322t Self-deception, 584 Self-direction defined, 274, 274t example of, 276, 276f Self-liquidating, defined, 579 Self-liquidating offers (SLOs), 579–80 Self-regulation advertising, 92 media, 93 Self-report measurement, of emotional responses, 490 Self-report(s), visual, of emotional responses, 490 Selling See also Personal selling activities, 682–83 adaptive, 694 catalog, 411 characteristics of high-performers in, 695–97 adaptability, 695 creativity, 696 enthusiasm, 696 extended focus, 696 first impression, 695 knowledge breadth, 695 knowledge depth, 695 risk taking, 696 self-esteem, 696 sense of honesty and ethics, 697 sense of humor, 696 sensitivity, 695–96 direct, 403 excellence in, 694–97 inside sales, 684 Japanese Style, 681 jobs, types of, 683–85 missionary, 684 modern philosophy, principles of, 680–82 new-business, 684 personal, 678–80 retail, 684 technical, 684 tenets of high-impact, 686–87 trade, 683–84 Selling function, 682 Semiotics, 153 Sensory stores (SS), 165 Sentiment analysis, 380 ServiceMaster, 422 Sex in advertising, 301–02 potential downside of, 302 role of, 301–02 stopping-power role of, 301 Sex and the City, 465 ShamWow, Shape, in packaging, 642–43 Shaping (behavioral modification), 199 Share of conversations, 395 Share of market (SOM), 223–25, 223t, 224f, 224t, 253–54, 253t Share of voice (SOV), 223–25, 223t, 224f, 224t, 395 Share Our Strength Program, 630 Shazam, 315 Shecky’s Girls Night Out, 623 Shelf-delivered coupons, 564 Shelf-space model, 449–51 Shell Oil, 70, 70f Shopkick, Shop n’ Bag supermarkets, 570 Shopping Buddy, 638 Short filling, 80, 82 Short Message System (SMS), 367 Short-term (working) memory (STM), 165 Short-term orientation, budgetary allocations related to, 518 “Short-term solution,” 22–23 Showtime Social, 315 Shredded Wheat, 72 Shrek the Third, 583 Sign(s) defined, 153 described, 153 free-standing, 661, 661f meanings of, 153 on-premise ABCs of, 661–62 types of, 661, 661f, 662f thumbs-up, 153f Signage, on-premise, 661–62, 661f, 662f Signify, 153 Similarity, 292t, 293 Simile vs Metaphor, 156–57 described, 156 illustration of, 157f Simmons Market Research Bureau (SMRB), 322, 324–27 Simon Marketing, 583 Simplicity, in advertising, 263 Sincerity, brand-related, 37 Single-level marketing, 403 Single score, 596 Single-source data, 496 Single-source systems (SSSs), 494–96 Single voice principle, 12t, 16 Sirius XM Satellite Radio, 330 Situational factors, in comparative advertising, 307 60 Minutes, 338t Skill level, as characteristic of salesperson performance, 692–93, 692f Skype, 378, 382t Skytypers, 424 Skywriting, 424 Slanted lines, in packaging, 642 Slideshare, 378, 383t Slingbox, 339 Sloan’s Supermarket, 570 Slogan(s), advertising, 272–73 Slotting allowances, 102, 528–30 Smart car, 435–43, 439t, 452, 457 “Smart Choices,” 86, 644 Smart Fortwo, 435 “Smart packages,” 646 Smart Sign Media, 668 Smart Solid, 15 Smart Start, 577 SmartWater, 670f, 671 Smell Like a Man, Man campaign, 389–90 Smooth Joe, 159 Snopes.com, 613 Snuggie, Social disapproval, 299 Social Essentials measurement service (comScore), 395 Social gaming, 384 Social group couponing, 567–68 Socialization, 154 Socialization process, 394 Social marketing campaign See Social media campaigns Social media, 378 See also Social networks; specific types accessibility, 379 addiction, 381 advantages of, 380–81 agencies, 391 background of, 378–80 blogs, 387 categories and brands, 381 consumer engagement and, 380 cost effectiveness and, 380 departments, 391 disadvantages of, 380–81 fatigue, 381 flexibility in use of, 380 fraud, 381 hackers and, 381 immediacy, 379–80 landscape of, 378–80, 379f lost productivity and, 381 meaningless comments and babble and, 381 monitoring firms, 394 negative (viral) comments and, 381 organizing efforts, 391 permanence, 380 privacy and censorship in, 380–81, 393–94 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 reach of, 379 reach options, 380 successful campaigns, 387–91 vs traditional media, 379–80 two-way dialogue in, 380 usability, 379 Social media campaigns, 387–91, 394–96 common objectives for, 390 factors working in, 390–91 measurement of, 394–96 themes for, 390 Social media efforts, ROI of, 394 Social media marketing campaign, green marketing, 83 defined, ethical issues in, 103 Social media networks See Social networks Social Media Venn Diagram, 7, 8f Social networking, 378, 381–86 Social networks how to advertise on, 391–92 privacy concerns, 393–94 privacy principles, 393 Social proof, 183 example, 183 new-product developers and, 183 principle of, 183 “Social Vending Machine,” 58 Societal changes, 404 Softone bulbs, 522 Software, media-scheduling, 453–58 SOM See Share of market Song Airways, 64 Sonic, 554 Sony, 419–20, 464 Sony Ericsson’s W300, 64 Sony Pictures Television, 334 Sony VAIO, 420 Sophistication, brand-related, 37 Sound symbolism, brand naming and, 66 Source, defined, 150–51, 150f Source bolstering, 188 Source derogation, 188 Source Perrier, 610 Southwest Airlines, 64, 392, 395 SOV See Share of voice Spam defined, 365–66 vs opt-in e-mailing, 365–66 Spamming, 365 “SPAM Stuff” continuity program, 537 Spears, Britney, 385 Special K, 642 Special price deals, 593 Specialty billboards, 665, 666f Specific effects, calibrating of, in determining Marcom effectiveness, 47 Specificity, encoding, 644 Specificity, measuring (attitude), 181 TACT for, 181 Specific sales message, 267–68 Specific selling tasks, 416 Spending, consistent investment, 239–40 Spider Man, 90 SPIN method, 686 Spirit Airlines, 64 Splenda, 56 Spokescharacters (endorsement), 296 SpongeBob, 577 SpongeBob SquarePants, 96 Sponsor misidentification, 624–25 Sponsorship marketing, 622–23 See also Sponsorship(s) Sponsorship(s), 622 cause, 629–31 See also Causerelated marketing (CRM) clutter, 625 event, 623–28 growth in, reasons for, 622–23 introduction to, 622 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it 728 SUBJECT INDEX Sports Illustrated, 321, 323, 454–56, 456t, 465 partial rate card, 321f Sports utility vehicles (SUVs), 120 Spreading activation theory, 165 Sprint Nextel, 223t, 224–25 SRDS Media Solution, 319–21 SS See Sensory stores St Petersburg (FL) Times, 317 Stacy’s Pita Chip campaign, 408–9, 409f Standardized Advertising Unit (SAU) system, 317 Standard learning hierarchy See High involvement hierarchy Standard Rate and Data Service (SRDS), 319–21 Starbucks, 5, 43, 72, 114–15, 117, 142, 243, 395, 395t, 605 Starch Ad Readership Studies service, 481–84 Starlite Urban Drive-In (East London), 626, 627 State agencies, regulation of, 92 State Farm Insurance, 139, 204–5, 422 Statement(s), positioning, 117, 139 brand, 20 defined, 16 Steal-o-matics See Ripomatics Stella Artois UK, 390 DVD Film Contest of, 390 Stereotype(s), in advertising, 100 Stickiness factor, in buzz creation, 620 Sticky advertisements, 262–64 Stimulation, defined, 274, 274t Stimulus(i) conditioned, 304 novel, 194, 194f unconditioned, 304 STM See Short-term (working) memory (STM) Stocking allowance, 528 Stock-keeping units (SKUs), 522 Stockpiling, 523 Stopping-power role, of sex, 301 Stop & Shop, 5, 566, 638–39 Stored information, retention and search/retrieval of, 164–69, 166f, 167f Storyboards, 475 Storytelling, in advertising, 263–64 Stouffer’s, 641 Strategic Business Insights’ (SBI) VALS system, 121–22, 123f Strategy(ies) advertising, 268–70, 435–36, 435f described, 244–45 implementing of, 245 behavorial modification, 199 consumer attitude changing, 198–99 creative, leverage point and, 276t market, 435, 435f media, 435–36 pull, 515, 515t push, 515, 515t Street marketing, 617 Street money, 528 Strengthening of linkages, 166–67, 167f Strivers, in VALS framework, 123, 123f Structural meaning, 154 Stylus Verve, 464–65, 466t Subaru, 65 Subaru Outback, 172 Subliminal, defined, 302 Subliminal messages, 302–4 brand choice and, 305 embedded-symbol variety of, 303 influence on brand choice, 303–4 unlikely success of, 303 Subliminal perception, 303 Subliminal priming defined, 303 Subliminal Seduction, 302 Subservient Chicken campaign, 388 Substantiation, advertising, 89 Suburban Pioneers, 125 Subway, 96, 238t, 243, 263–64 Suggestive brand names, 65 Summary dashboards, 395 Sun City, 577 Sunday Night Football, 432 Sunk costs, 503 Sun Light dishwashing liquid, 559 Sun-Maid raisins, 587 Super Bowl (TV program), 465 Super Bowl advertising, 376, 380, 430–31, 484–86, 485f, 487f costs of, 336–37 Super Bowl XVIII, 259 Superstitials, 360 Supervisor(s), management, 247 Supplemental marketing communications, 420 Supply, rationing of, in buzz creation, 621 Support arguments, described, 188 Survivor (TV program), 341, 421 Survivor(s), in VALS framework, 123f, 124 Susan G Komen Breast Cancer Foundation, 629 SUVs See Sports utility vehicles Sweepstakes, 585–87, 585f, 586f online, 588–89 Swerve, 66 Swiffer, 57 Symbol, defined, 155 Symbolically oriented, advertising, 279 Symbolic embeds, 302–04 Symbolic needs, 37 positioning-based, 139f, 140 Symbolism, sound, brand naming and, 66 SymphonyIRI Group’s BehaviorScan, 495–96 Syndicated programming, 334 Synergistic effect, 11 Synergy, IMC and, 11 Syntax, defined, 154 Synthesis(es), active, 162 T Tachistoscope, 303 Taco Bell, 6, 420, 484–86, 485f, 602–03 Tacoda (AOL) track, 118–19, 120 TAG Heuer, 296, 420 Talladega Nights: The Ballad of Ricky Bobby (movie), 420, 625 Tampa (FL) Tribune, 317 Tango, 144 Targetability, of Direct mail advertising, 410 Target audience for creative brief, 270 measurable characteristics of, 116–17 selecting of, 436 Targeting, 20 See also Segmentation; specific types behavioral, online, 369–70 of children and teens, 95–98 of economically disadvantaged consumers, 98 ethics of, 95–98 market, 138–39 online behavioral, 118–19, 119f Target market strategies, 139 Target rating points (TRP), 442 Target(s), 578, 641, 651, 653 promotion, 514, 514f Tarrant Apparel Group, 295 Taste, bad, in advertising, 99–100 Tattoo advertising, 424 Taxi, 69 TD budgeting, 20 TDBU process, 20 TechCrush (blog sites), 364 Technical selling, 684 Ted Airlines, 64 Teenage Research Unlimited, 130 Teenagers, targeting to, 130, 130f ethics of, 95–98 Telemarketing, 403, 415–18 inbound, 416–17 outbound, 416 regulation of, 417–18 Telemarketing Sales Rule (TSR), 417–18, 418t key provisions of, 417–18, 418t Telemarketing scripts, 418t Telephone marketing, 404, 405t Television (TV), 331–44, 332t, 333t, 335t, 338t, 342f flat-screen, plasma, 57 imagery from, transferred to radio advertising, 328t, 329 in-store, growth of, 651 prevalence, 331 Television (TV) advertising, 331–44, 332t, 333t, 335t, 338t, 342f ad copy distinctions, 497–98 all good things must end, 502 audience erosion effects on, 335t, 337 audience measurement in, 341–44, 342f local, 344 measuring away-from-home viewers (and listeners), 344 national (network), 342–43, 342f cable, 334 conclusions about, 497–03 DVR effects on, 338–39 infomercials, 340 limitations of, 335t, 337–40 local, 334–35 more is not necessarily better, 498–02 network, 333, 333t programming dayparts in, 331–32, 332t quick effects of, 502–03 spot, 333–34 strengths of, 335, 335t stubbornness in, 502–03 syndicated, 334 Television (TV) programs brand placements in, 341, 421 prime-time broadcast, 421 top-10 prime-time broadcast, 338t Television (TV) viewing, 339 audiences, erosion of, effect on TV advertising, 335t, 337 Temporary attitude change vs enduring attitude change, 192 peripheral route and, 192 Temporary vs enduring attitude change, 192 Tequila marketers, 482, 484 “Test Drive a Macintosh” promotion, 59 Texas HoldEm (Facebook apps), 393 TexCover II, 144 Text-based posts See Tweets “Thanking the Troops,” 486, 486f, 487f Theory of reasoned action (TORA), 197–99 attitude formation, according to, 197–98 Thing(s), leveraging associations from, 41f, 42 Thinkers, in VALS framework, 122–23, 123f Third-party data tracking firms, 393 Threat intensity consumer fears and, 300 issue relevance and, 300 Three-exposure hypothesis, 443 Three Olives vodka, 301–02 Thrifty-Rent-A-Car, 69 Thumbs-up sign, 153f c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Tide detergent, 14 Tie-in promotions, 589–92, 591f complementary brands and, 590 cost effectiveness of, 590 implementation problems related to, 592 Time, 53, 322–23, 432, 464 Time decay, 395 Time Life, Timeliness, in newspaper advertising, 318–19, 318t Time Warner/AOL, 237, 237t, 238t, 353 Timing, in trade promotion program, 526 Tinactin, 168 T-Mobile, 223t, 225 TNS Media Research, 344 Tobacco products, targeting of, to children and teens, 96–97 Toll-free numbers, 416–17, 417f TOMA See Top-of-mind awareness (TOMA) Tommy Bahama, 630 Toothbrush, musical, 65 Tooth Tunes, 65 Top-down/bottom-up (TDBU) process, 20 Top-down (TD) budgeting, 20 Top-of-mind awareness (TOMA), 36, 241, 359 Touch points, 14 examples of, 14–16 laundry hanger as, 15 360-degree branding and, 14–16 Toyota Highlander, 142, 143f Toyota Motor Corporation, 23, 137, 608 Toyota Motor Sales U.S.A., 14, 23 Toyota Prius, 56, 79 Toys “R” Us, 554–55 Tracker Block (anti-tracking software), 370 Trade allowances, 527–34 bill-back allowances, 528 efforts to rectify problems related to, EDLP, 534–35 customize promotions, 537–38 pay-for-performance programs, 535–36, 539 exit fees, 530 forms of, 527–30 objectives of, 525–26 off-invoice allowances, 527–28 slotting allowances, 528–30 uses of, 527 Trade associations, in Marcom field, 25 Trade deals, 527, 539 See also Trade allowances Trade dress, 30, 72 Trademark(s) counterfeiting, 72 defined, 72 dilution or disparagement cases, 72 registration of, 68f, 69 Trade-offs, 170 in media planning, necessity of making, 452–53 Trade promotions objectives of, 525–26 role of, 525–26 scope of, 525–26 spending related to, altered organization at P&G to better manage, 535 successful, ingredients for, 526 Trade regulation rules (TRR), 90 Trade-Related Aspects of Intellectual Property Rights (TRIPS), 72 Trade sales promotion, 8–9 Trade selling, 683–84 Trading, fair, symbolism of certifying products in, 142 Tradition, defined, 274t, 275 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it SUBJECT INDEX 729 Traditional advertising media, 352 Traditional media accessibility, 379 immediacy, 379–80 permanence, 380 reach of, 379 vs social media, 379–80 usability, 379 Traffic Audit Bureau, 669 Training/recruiting, as selling activity, 682 Transfer, meaning, 154–55, 156f Transformational advertising, 281 Transit advertising, 663, 670–71, 670f Transmeta Corp., 65 Trialability, in facilitating brand adoption, 59 Trial purchases, encouraging of, 208f, 210 Trial/retrial purchase behavior, 550 Tribal DDB, 353 Trier class, 54f, 56 TRIPS See Trade-Related Aspects of Intellectual Property Rights Tropicana, 199 Trouble factor, 296 TRP See Target rating points (TRP) TRR See Trade regulation rules (TRR) True Blue, 69 Trustworthiness, 292–93, 292t celebrity endorsers and, 292–93 degree of, 292 Truth antismoking campaign, 232 TSR See Telemarketing Sales Rule (TSR) Tupperware, 182–83, 403 TWA, 64 Tweens, targeting to, 129–30 Tweets, 378 20th Century Fox, 15 “21st Century Pepsi Challenge,” 39 Twitter, 28–29, 384–86 celebrities as followers, 385 in Japan, 384 Two and a Half Men, 432, 441t Tylenol, 91, 641 cyanide poisoning case related to, 610 Tylenol Cold Multi-Symptom Nighttime Liquid, 306 Typical-person endorsers, 290 Tyson Chicken Nuggets, 93 Tyson Foods, 630 U UAW See United Auto Workers (UAW) U-Haul, 422 U.K grocery stores, 91 Ultimate objective, focusing on, 17 Uncle Ben’s (rice), 641 Unconditioned stimulus (US), 304 Unduplicated audience, 437, 441 Unexpected Babies campaign, 389–90 Unexpectedness, in advertising, 263 Unfair advertising practices advertising substantiation, 89 children and other vulnerable populations, 90 defined, 89 and FTC, 89–90 regulations against, 89–90 TRRs and, 90 Unilever, 58, 281, 424, 433 Unilever Dove Men and Care iAd campaign, 369 Unique selling proposition (USP) style, 279t, 280–81 United Airlines, 64 United Auto Workers (UAW), 420 United Parcel Service (UPS), 624–25 Universalism, defined, 274t, 275 Universal Studios, 582 University National Merit Scholarship, 514 University of Delaware, 385 University of Maryland, 394 Unplanned purchasing, 653–56, 654t, 655t Unsafe packaging, 102 Untruthfulness, 99 Unwise purchasing, 101 UPC symbols, phony, 584–85 Uptown, 98 Urban legends, 611–14 “Urban Pasture” motif, 556 U.S Army, 623 U.S Census Bureau, 125, 132–33, 685 U.S cigarette packages, 76–77, 76f U.S Congress, 82, 85, 97, 366 U.S Constitution, Congressional amendments, 71 U.S Customs Service, 72 U.S Department of Commerce, 125 U.S Department of Justice website, 84 U.S Food and Drug Administration (FDA), 76, 159, 609, 613 U.S News & World Report, 621 U.S Open Snowboarding Championships, 624 U.S Open tennis tournament, 424 U.S public health and regulatory policy, 76 U.S Supreme Court, 88 U.S Trade Association, in marcom field, 25 U.S Treasury Department, Bureau of ATF of, 98 U.S Youth Soccer, 624 Usage expansion advertising, 242 Usage imagery, 144, 144f USA Today, 464–65, 606 User imagery, 144, 144f U.S.–EU Safe Harbor Framework, 393 Ushi (China), 385 US Open, 17, 466t USTA National Tennis Center, 17 V Vaguely right thinking, vs precisely wrong thinking, logic of, 216f Valassis, 561 Validity, predictive, of ARS Persuasion scores, 493–94, 493t Valpak Direct Marketing Systems, 561 Value(s) adding, advertising for, 242–44 in advertising, 242–44 bounce-back, 567 defined, 273 ethical core, in Marcom, 103 face, 561 intrusion, in TV advertising, 335, 335t nature of, 274–75, 274t relevant to advertising, 275 universal, 274–75, 274t Value orientation, 275, 276t Value proposition (brand), 268–69 Vanguard (consumer group), 621 Vehicle(s) buying of, 433–35 described, 432 vs media, 432 selecting of, 433–35 c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 Verbal framing, 196 “Verified Apps” program (Facebook), 393 Verizon, 68, 223t, 237, 237t Vertical lines, in packaging, 642 Very important customer (VIC), 592 V Foundation for Cancer Research, 629 Viagra, 72 Vibram FiveFingers, 52–53, 52f VIC See Very important customer (VIC) Vicarious learning, 199 Vicks NyQuil, 306, 306f, 307 Vidal Sassoon Wash & Go shampoo, 559 Video advertisements, online, 360–61 Video advertising See Audiovisual advertising Video-game advertising, 422–23 Video-game audiences, measuring, 422 Video-gaming community, 423 VIEW model, in packaging evaluation, 643–46 Vioxx, 101 Viral marketing, 616–22, 619t buzz creation and, 616–22, 619t creating an epidemic in, 619–20 Visibility, in packaging, 644 Visine, 280 Visualizations, lack of, in radio advertising, 328t, 330 Visual self-reports, of emotional responses, 490 Viva, 552 V8 juice, 155, 156f, 528 Vodka, 479 Voice, 338t Voice-pitch analysis (VOPAN), 492 Volkswagen (VW), 221–22, 577 Volkswagen (VW) Beetle, 165, 166f Volkswagen (VW) Golf, 222 Volkswagen (VW) Jetta, 222 Voluntary attention, 161, 193 Volvo, 198, 409 V8 vegetable juice, 582 V8 V-Fusion ỵ Tea sampling campaign, 55455 VW See Volkswagen (VW) Vytorin, 99 Wendy’s, 159, 159f, 554 Wet Ones, 280 Wheaties, 641 Whirlpool Corp., 57, 132, 629 Whole Foods, 615, 631 Whopper Sacrifice, 388, 390, 574–75 Wide area telecommunication service (WATS), 417 Wieden+Kennedy, 267, 389 Wikipedia, 378, 383t Will it Blend? campaign, 387, 390 Wisk detergent, 13 WNBC (New York television station), 602–3 WOM influence See Word-of-mouth (WOM) influence Word-of-mouth (WOM) influence, 614–16 See also specific elements creating Buzz, 616–22 See also Buzz creation defined, 614 described, 614 dissemination process, 616 negative, prevention of, 616 opinion leaders’ role in, 615–16 strong and weak ties related to, 614–15 Workability, in packaging, 645–46, 645f Working memory, 165 World-class brands, characteristics of, 44–45, 44t, 45t World Cup vuvuzelas, 619 World Series, 464 World Trade Organization (WTO), 71 World Wide Web, 352 World Wresting Entertainment, 624 WPP Group, 245 Write the Future campaign, 389 Wrong thinking, precisely, vs vaguely right thinking, logic of, 216f WTO See World Trade Organization (WTO) W Y Wadsworth Thriftway store, 570 Walking billboards, 424 The Wall Street Journal, 63, 119, 464–65, 606 Wal-Mart, 42, 80, 86, 135, 237t, 238t, 239, 350, 604, 608, 624, 641, 651, 653 Walt Disney Company, 129, 139 Walt Disney World, 17 Warner-Lambert, 555 Washing machines, for masses, 57 WATS (wide area telecommunication service), 417 We Are Social, 391 Wearout, defined, 502 Web-based advertising, by PepsiCo, Webisode(s), 360–61 WEBpackaging, 641 Websites, for Online advertising, 362–63 Weekly reach, optimizing of, 450 Weight media, creative content and, relationship between, 501–2 in media planning, 440–47 non-wasted, 442 Weight tests, vs copy tests, 496 Yahoo!, 352, 355–56, 376, 390, 393 Yahoo! Live, 378 Yellow-pages advertising, 421–22 YMS See “Youth materialism scale” Youku (China), 385 Young adults, targeting to, 131 Young & Rubicam (Y&R) advertising agency, 33, 459 “Youth materialism scale” (YMS), 129 YouTube, 100, 378–80, 382t, 385, 387, 388–89 Yup & Comers, 131 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 X Xbox 360 (video-game console), 422–23 Xian Bake, 72 Z Zaltman Metaphor Elicitation Technique (ZMET), 478, 480 Zapping, in TV advertising, 335t, 337–38 Zero expenditures, 449 Zipcar, 60 Zipping, in TV advertising, 335t, 338 Zipp Vitalize, 644 Zuckerman, Mark, 376, 381 Zune, 63, 63f, 65, 68 Zune Marketplace, 63, 63f Zynga, 384 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it c9a417 0b4 d8a11 b80ab1e6 c33b6675 3729 f333 dc77b9 3c2 f6 db4dded bd1 c8 f28 8660a5a6 0b51 e2074 856 f7f04b5 9e1b5b4 c3aa55 0c3 7b25 6d3 2e0d5 d6e2 4fcf3 ce9c3949fb9 4f8 3551 02f711abff4 f67aa 2615a5ff 34f9600 b62ae b9f6156e bf 1da48a c4e16 895e6 6ef5 7c4 7a331 c1d2043 7b5 df1 751d0a68 f6749 433 b18a02 b 44df15cd31 f100 6be8 9685 d2a0bca9b2d4 87129 b85 b3f4392 42457 c8 f9ba 7f4 c f0425 4b78 de97 15f304a0 5e7e3 6e497 429db7 c5d8 499 c8ac13f0dd7 4b7e f3a d0 50e81ad473dd5b0de2 83a00 4f3 3ae686 3e03e 10cb054 df6 9cd4152 d0 f7c9b0a2 91aa1bcdd1d9 f30 dd1b47b7f2 fa1e4 d28e7 1c7 7592 67e74 613e6 ddbd15 7435 c7 54a27b1 3b3 4b19 4ffaf996 f69 7d4a0 7dc719 76d0 f5a5 5a6516 9be6a e0e4 b64c4 c25a4 c369 7927 6f8a9 4e55a 755 f899 bcdbfa3 b118 2c3 8b0a4 f99 c9 cc9 4738 074 a828be5 f8 d6b4 f8 d00aa46 43d3a 0175 c68 22c2a6dd03b49030 1f0 7772 36637a b6d07 c03 8e73 ba4d6a 03d9 d95 c602 50e1a 18912 b038 52c0104 b5e6 195a4 dbb2c b75349 f6 b85e0 03a1e1 ba29 deff6d0 10d86a134 3f9 866 c20d6f0 e1a636 75b1 5b d5978 cc6b96 326d7adbd7e1 f3a5 0bae0 6ac4e e78d5b2a2 99f2b5fbae 77c3 9f9 5cc4a 550 db9 f34a8 7e6e f14 f7877a 9ff80c696 db69 75e17 0b40 d11e f9 f1dc68 f 3f016a f21 862b1055 ffdf59 81cc83 1a0c3 12c6f2fb b26 b2f9faa05 ddad048a4 5a46b1 bf1 1b2 cda1 c22 b97 cfba4f5 fcb89 bdee dff256 ddace98aa49 f85 04aa4 f 1347ba4 c11 9e44 d2db8b4 dd8 0ed1 d98e 9771 c2b7e57 f020 cd6f1e f07 989 c686e eedd49 9ed c46 b45d0dab1f3ff4a 42a03a 02e75 8872 b80e5 2bdc51 b87 d225 fe0a e02c7 f72 25874 2c4 b7ae b8e7 da20a78 54de 7b2 b53 f784a f70 b619 d695 c0a83 d3 84c29 b84ff9 d2e4a 9611 b36b8f9a d7d6e004 b5d71b1 1170 c4a9e 582b8f0 f1 b28 181622 f41 d3df3fb4 f27 c6ab8ec5 89e00 99f2e3a0 f45 b011 1d19 3f8 478d4436 b c9b3 f48 1f4 2eb c2b9 6a46e0 6345 d8dbdbbaa9b50c4b70 f0a5 b8 c7295 8d8 4f7 f0 6c7c31c5c8 e63 f8287 4cd4705 3f0 6e0a9 b2c0fcda12 9c7 81df0c2520 8a725 d6b 7b8ff5b9eeb4 b01a3a 05c76bc35 c92e 3675 f6d883d013d29b58818 65bb049 894 1d6d9 c80 1227ff9 1b95 e6958 28c605e2a e49bb61 770c794a7 4db4782 b0d2 7dc2 Copyright 2012 Cengage Learning All Rights Reserved May not be copied, scanned, or duplicated, in whole or in part Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s) Editorial review has deemed that any suppressed content does not materially affect the overall learning experience Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it