Concise Encyclopedia of Advertising

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

• Publisher: Routledge
• Year: 2014
• eBook ISBN: 9781317787303
• Topic: Business
• Subtopic: Business General
• Index: Business

At your fingertipsfind 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 the industry.

The Concise Encyclopedia of Advertising is unique in that it completely covers all terms and examines all aspects of advertising. This book will help bring you up-to-date with current advertising jargon. It is laid out in an easy-to-use alphabetical format, which allows you to easily access and understand the information. For further reference, it also includes a list of advertising experts who have recently written articles or textbooks on advertising.

Some of the terms and concepts in the Concise Encyclopedia of Advertising include:

• advertising appeals
  
• evaluation criteria of advertising
  
• Internet advertising
  
• magazine advertising
  
• television advertising
  
• advertising campaign management
  
• sponsorship marketing
  
• and many more!

The Concise Encyclopedia of Advertising provides advertisers, marketers, consumers, and businesses a handy reference to the terminology that is used in the advertising industry. Those new to the business or trying to get into the business can use this book to familiarize themselves with terms and concepts they will need to know. Individuals already in the business can use this book as a quick reference tool for terms they are unsure of or have forgotten. It is also useful as a textbook for students of advertising.

Appendix

Advertising Resources

The following list includes individuals who have recently written articles or textbooks about advertising. This list is not meant to be exhaustive, but is a sampling of individuals who are active in the field of advertising. It was compiled primarily from articles that appeared in the Journal of Advertising and the Journal of Advertising Research and from membership in the American Academy of Advertising Association.

...

Abelman, Robert	Cleveland State University
Abernethy, Avery M.	Auburn University
Abratt, Russell	University of the Witwatersrand, Johannesburg, South Africa
Adams, Arthur J.	University of Louisville
Adler, Keith	Michigan State University
Agee, Tom	University of Auckland, New Zealand
Ahuvia, Aaron C.	University of Michigan Business School
Aiken, Damon	Butler University
Aikman-Eckenrode, Shelley N.	University of Texas at El Paso
Alden, Dana L.	University of Hawaii at Manoa
Alexander, Allison	University of Georgia
Allaway, Arthur	University of Alabama
Allen, Charlotte	Stephen F. Austin State University
Allen, Douglas	Bucknell University
Al-Olayan, Fahad S.	King Saud University, Saudi Arabia
Ambler, Tim	London Business School
Anckaert, Pascal	Ghent University
Andrews, J. Craig	Marquette University
Angur, Madhukar G.	University of Michigan–Flint
Anschuetz, Ned	DDB Needham, Chicago
Appiah, Osei	Iowa State University
Arbittier, Jerry	Competitive Media Reporting
Arias-Bolzmann, Leopoldo	Universidad Adolfo Ibanez, Chile
Ashley, Susan R.	rsc The Quality Measurement Company, Europe
Assael, Henry	New York University
Atkin, David J.	Cleveland State University

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• Preface
• Ability to Search
• Behavioral Evaluation of Advertisements
• Campaign Duration
• Day-After Recall
• Effective Frequency and Effective Reach
• Family Brand
• Gatekeeper
• Hedonic Experiential Model
• Identification
• Joint Demand
• Leverage Point
• Magazine Advertising
• National Advertising Division
• Opinion Test
• Persuasion
• Radio Advertising
• Sales Promotion
• Tagline
• Unaided Recall
• Values
• Warmth Meter
• Appendix. Advertising Resources
• Notes
• Index