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Concise Encyclopedia of Advertising.
At your fingertips?find advertising terms and concepts quickly and easily in this A-Z reference guide!As with many institutions, advertising has developed its own vocabulary. While some terms and concepts may overlap with other areas, many are used in a particular way and have specific meanings in a...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
| LEADER | 00000cam a2200000Mu 4500 | ||
|---|---|---|---|
| 001 | EBOOKCENTRAL_ocn867928675 | ||
| 003 | OCoLC | ||
| 005 | 20240329122006.0 | ||
| 006 | m o d | ||
| 007 | cr |n||||||||| | ||
| 008 | 140111s2014 xx o 000 0 eng d | ||
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| 019 | |a 990754290 |a 994343724 | ||
| 020 | |a 9781317787310 | ||
| 020 | |a 1317787315 | ||
| 020 | |a 0789022109 | ||
| 020 | |a 9780789022103 | ||
| 020 | |a 1306288045 | ||
| 020 | |a 9781306288040 | ||
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| 035 | |a (OCoLC)867928675 |z (OCoLC)990754290 |z (OCoLC)994343724 | ||
| 050 | 4 | |a HF5803.C59 | |
| 082 | 0 | 4 | |a 659.103 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Stevens, Robert E. | |
| 245 | 1 | 0 | |a Concise Encyclopedia of Advertising. |
| 260 | |a Hoboken : |b Taylor and Francis, |c 2014. | ||
| 300 | |a 1 online resource (228 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 505 | 0 | |a Cover; Half Title; Title Page; Copyright Page; Tableof 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. | |
| 505 | 8 | |a Benefit SegmentationBetter 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; Children's Advertising; Clutter; Co-Branding; Cocooning; Cognitive (Component of Attitude); Cognitive Dissonance; Cognitive Mapping; Cognitive Message Strategy; Communication. | |
| 505 | 8 | |a Communication Market AnalysisComparative 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. | |
| 505 | 8 | |a Creative BriefCultural 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. | |
| 505 | 8 | |a Executional FrameworkExpert 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 Experiential Model; Heredity and Home Environment. | |
| 500 | |a Hierarchy of Effects Model. | ||
| 520 | |a At your fingertips?find advertising terms and concepts quickly and easily in this A-Z reference guide!As with many institutions, advertising has developed its own vocabulary. While some terms and concepts may overlap with other areas, many are used in a particular way and have specific meanings in advertising. The Concise Encyclopedia of Advertising is a comprehensive yet to-the-point compilation of terms and concepts used in the advertising industry. It provides brief, easy-to-understand definitions and explanations of common advertising terms and covers all major concepts used in. | ||
| 588 | 0 | |a Print version record. | |
| 546 | |a English. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Advertising |v Encyclopedias. | |
| 650 | 7 | |a Advertising |2 fast | |
| 655 | 7 | |a Encyclopedias |2 fast | |
| 700 | 1 | |a Loudon, David L. | |
| 700 | 1 | |a Clow, Kenneth E. | |
| 700 | 1 | |a Baack, Donald. | |
| 776 | 0 | 8 | |i Print version: |a Stevens, Robert E. |t Concise Encyclopedia of Advertising. |d Hoboken : Taylor and Francis, ©2014 |z 9780789022103 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1588556 |z Texto completo |
| 938 | |a EBL - Ebook Library |b EBLB |n EBL1588556 | ||
| 994 | |a 92 |b IZTAP | ||