Marketing Communications

598 GLOSSARY potential of a company. A crucial objective towards these audiences is to build and maintain the confidence that is ...

GLOSSARY 599 Individualist culture : culture in which there are loose ties between people and in which people look after themsel ...

600 GLOSSARY differ in their reactions to these stimuli from the members of other segments. Market specialisation : a company co ...

GLOSSARY 601 Pay per click advertising model : keyword buying online advertisers only pay for each click-through on their sponso ...

602 GLOSSARY trying to sell products to (that is why these groups are sometimes called secondary target groups), but that are pe ...

GLOSSARY 603 guiding principles, the aim of which is ensuring legal, decent, honest and truthful advertising, prepared with a se ...

604 GLOSSARY behaviours over which people have incomplete volitional control. Theory of Reasoned Action (TORA) : an extension of ...

GLOSSARY 605 multiplayer online role-playing game (MMORPG) (e.g. ‘World of Warcraft’). Virtual social worlds : a group of virtua ...

606 INDEX I N D E X Aad transferr model 95 – 6 , 104 Aaker, D.A. 55 Aaker, Jennifer 56 Abernethy, A.M. 214 Absolut Vodka 14 Acce ...

INDEX 607 Billboard format for ads 491 billboarding 357 billboards, media planning for 268 , 269 blogs 517 – 20 Bluetooth 378 Bl ...

608 INDEX Club Med (case study) 108 – 14 CNet 503 co-branding 50 Coca-Cola 14 , 44 , 529 advertising to teenagers, Singapore 233 ...

INDEX 609 direct response television advertising 431 direct sales 425 – 6 Disney 44 distribution support for direct marketing 42 ...

610 INDEX glocalisation 13 , 16 God in Singapore 75 – 6 golden rule 560 Goodyear 14 Google 44 , 524 Google+ 528 – 9 Gray, O. 568 ...

INDEX 611 line extensions 45 – 6 lingerie shopping by men 163 – 4 Linkedln 503 , 524 , 527 ad revenue 532 list price 3 Lithuania ...

612 INDEX Nabisco 497 Nathanson, A.L. 568– 570 National Advertising Division (USA) 576 National Advertising Review Board (USA) 5 ...

INDEX 613 public fairs 459 public relations 4 , 318 activities 318 – 19 budgets 333 – 4 as communication tool 318 – 22 communica ...

614 INDEX social media revolution 517 – 33 blogs 517 – 20 collaborative projects 517 content communities 520 – 2 social networki ...

INDEX 615 unethical practices in marketing communications 560 – 70 controversial messages 563 – 4 and corporate social responsib ...

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