HOME > Detail View

Detail View

Concise encyclopedia of advertising

Concise encyclopedia of advertising

Material type
Personal Author
Clow, Kenneth E. Baack, Donald.
Title Statement
Concise encyclopedia of advertising / Kenneth E. Clow, Donald Baack.
Publication, Distribution, etc
New York :   Best Business Books :   The Haworth Reference Press ,   c2005.  
Physical Medium
xiii, 213 p. ; 23 cm.
0789022109 (hard : alk. paper) 0789022117 (soft : alk. paper)
Bibliography, Etc. Note
Includes bibliographical references (p. 201-203) and index.
Subject Added Entry-Topical Term
Advertising -- Encyclopedias.
000 00932camuu22002774a 4500
001 000045298704
005 20061017165939
008 040607s2005 nyu be 001 0 eng
010 ▼a 2004013359
020 ▼a 0789022109 (hard : alk. paper)
020 ▼a 0789022117 (soft : alk. paper)
035 ▼a (KERIS)REF000010405970
040 ▼a DLC ▼c DLC ▼d DLC ▼d 211009
042 ▼a pcc
050 0 0 ▼a HF5803 ▼b .C59 2005
082 0 0 ▼a 659.1/03 ▼2 22
090 ▼a 659.103 ▼b C648c
100 1 ▼a Clow, Kenneth E.
245 1 0 ▼a Concise encyclopedia of advertising / ▼c Kenneth E. Clow, Donald Baack.
260 ▼a New York : ▼b Best Business Books : ▼b The Haworth Reference Press , ▼c c2005.
300 ▼a xiii, 213 p. ; ▼c 23 cm.
504 ▼a Includes bibliographical references (p. 201-203) and index.
650 0 ▼a Advertising ▼v Encyclopedias.
700 1 ▼a Baack, Donald.
945 ▼a KINS

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Reference(2F)/ Call Number R 659.103 C648c Accession No. 111381497 Availability Loan can not(reference room) Due Date Make a Reservation Service M

Contents information

Author Introduction

Donald Baack(지은이)

<The Everything Romance Book>

Kenneth E. Clow(지은이)

Information Provided By: : Aladin

Table of Contents

Preface Ability to Search Acceleration Principle Account Executive Action-Inducing Conative Message Strategy Adaptation Administrative Complaint Advertising Agency Selection Advertising Appeal Advertising Campaign Management Affect Referral Affective (Component of Attitude) Affective Message Strategy Aided Recall Alternative Media Animation Execution Appeal (Advertising) Attitude Attitude or Opinion Test Attribute Positioning Authoritative Execution Behavioral Evaluation of Advertisements Benefit Segmentation Better Business Bureau Brand Brand Equity Brand Extension Brand Image Brand Message Strategy Brand Parity Brand Positioning Brand Spiraling Brand-Loyal Consumers Business Buying Center Business-to-Business Buying Process Business-to-Business Segmentation Buyer Buying Community Campaign Duration Carryover Effects Cause-Related Marketing Cease and Desist Order Childrens Advertising Clutter Co-Branding Cocooning Cognitive (Component of Attitude) Cognitive Dissonance Cognitive Mapping Cognitive Message Strategy Communication Communication Market Analysis Comparative Message Strategy Competitive Analysis Competitor Positioning Strategy Complementary Branding Comprehension Test Conative (Component of Attitude) Conative Message Strategy Concept Testing Conjunctive Heuristics Consent Order Constraint Consumer Decision-Making Process Consumer Promotion Contests and Sweepstakes Continuity Cooperative Advertising Program Cooperative Branding Copytesting Corporate Advertising Corporate Image Corporate Logo Corrective Advertising Cost per Rating Point Cost per Thousand Coupon Creative Creative Brief Cultural Symbol Positioning Strategy Customer Analysis Cyberbait Day-After Recall Decay Effects Deceptive and Misleading Advertisements Decider Decoding Decorative Model Demographics Demonstration Execution Derived Demand Direct Marketing Dramatization Execution Dual-Channel Marketing Effective Frequency and Effective Reach Elaboration Likelihood Model Encoding Process Emotional Appeal Emotional Message Strategy Emotional Reaction Test Evaluation of Alternatives (Purchasing Decision Process) Evaluation Criteria for Advertisements Event Marketing Evoked Set Executional Framework Expert Authority External Search Family Brand Family Life Cycle Fantasy Execution Fear Appeal Federal Communications Commission Federal Trade Commission Flanker Brand Flighting Schedule (Advertising Campaign) Focus Group Food and Drug Administration Freestanding Insert Frequency Gatekeeper Generation X Generic Message Strategy Geodemographic Segmentation Geographic Segmentation Globally Integrated Marketing Communications Green Marketing Gross Impressions Gross Rating Points Hedonic Experien

Information Provided By: : Aladin

New Arrivals Books in Related Fields