Marketing Communications

INDEX 607

Billboard format for ads 491

billboarding 357

billboards, media planning for 268 , 269

blogs 517 – 20

Bluetooth 378

Blythe, J. 466

BMW 44

bonus packs 385

book launches 518

Brakus, J.J. 141 , 404

brand accessibility 99

brand activation 4 , 374

brand analysis 53

brand attention 404

brand attitude (Ab) 96 , 99 , 104

and marketing communications 160 – 2

brand awareness 54 – 5

and ad size 491

and e-communications 487 , 497

and marketing communications 157 – 60

top-of-mind 191

brand choice 99

brand community 58

brand comprehension 404

brand confusion 105 – 6

brand dilution 47

brand equity 52 – 8

components 59

consumer 54 – 8

financial 52 – 3

and marketing communications 60 – 3

and promotions 403

brand experience 403 – 10

dimensions 404 – 9

act 407 – 9

feel/relate 406

sense 404 – 6

think 406 – 7

objectives 403 – 4

research 409

brand extension 46 – 7 , 215

brand feelings 57

brand globalness and endorser

advertising, India 227 – 8

brand image 404

and e-communications 487

brand imagery 55 – 6

brand knowledge 160

brand loyalty 57 – 8

and marketing communications 165 – 8

brand name 3

brand perception 350

brand personality 56

brand placement 356 – 8 , 522 – 3 , 566

brand portfolio 51 – 2

building 53

brand recall 157 – 60

brand recognition 159 – 60

brand relationship 404

brand stretching 46

brand websites 488 – 90

branded content 23

branding, benefits of 58 – 60

branding index 53

brands 39 – 42

association structures 57

attributes 143

beliefs, changing 143

as bundle of meanings 39

colours and symbols in 61

existing, changing 142

launches on internet 495

line extensions 45 – 6

new, budgeting for 194 – 5

new, introducing 142

performance and imagery 61

relative importance, by sector 54

on social networking sites 527 – 32

strategies 45 – 51

strength index 54

successful 42 – 4

top 25 44

bras, men shopping for 163 – 4

British Airways 511

broad brand awareness 54

broadcast sponsorship 353 , 357 – 8

budgeting

achievement in 334 , 335

in automobile industry (case study)

196 – 201

communications methods 186 – 92

affordability method 187 – 8

arbitrary allocation 187

competitive parity 188 – 91

inertia budgeting 187

marginal analysis 186 – 7

objective and task method 191 – 2

percentage of sales 188

experimental 192

for new brands or products 194 – 5

budgets 183

based on historical comparison 333

communications and sales in 183 – 6

factors affecting 193 – 4

for public relations 333 – 4

sales responce models 183 – 5

for sponsorship 362 – 3

Bügel, M.S. 440

Bulgaria

audience share of leading channels 259

internet access 486

Burger King 513

Burr, P.L. and R.M. 568 , 569

business-to-business advertising 230 – 2

buttons 491

buy one get one free (BOGOF)

promotions 384

buy-back alowances 389

buzz marketing 24 , 564

Cacioppo, J.T. 80

Cadbury’s Snack 143

Caja Madrid bank 427

campaigns

adaption of 11 – 16

development of 205 – 6

effects, isolation of 308 – 9

evaluation of 304 – 10

implementation of 230

on-line banking 325

Canada 349 – 50

capitation rating in budgeting 334

Carrefour (case study) 366 – 9

case studies

automobile industry, budgeting in

196 – 201

Barco 64 – 9

Carrefour 366 – 9

Club Med 108 – 14

Ex-smokers 146 – 51

FISA – Batibouw 477 – 82

Global Fund 540 – 9

L’Oréal Group 240 – 5

Lotus bakeries 450 – 5

Maes beer 281 – 6

Mars 412 – 17

SUEZ (liquified narural gas) 339 – 43

UNICEF and babies 582 – 7

Walkers 30 – 5

Win for Life scratch game 312 – 16

Yellow Pages 174 – 80

cash refunds in promotions 383

catalogues 436 – 7

categorical imperatiuve 560

category spending 253

category wants, developing 157

cause-related marketing 578

cause-related sponsorship 353 , 359 – 60

as communications tool 359

caveat emptor 559

caveat venditor 559

celebrity endorsement 227

Center for Exhibition Industry Research

(CEIR) 461

central-route processing 80

CEOs 18

Chaiken, S. 83

Chan, K. 568 , 569 , 570

children

advertising to 206 – 7

in changing media environment

499 – 501

and obesity 570 – 1

parental views on 569 – 70

regulation of 568

market segmentation for 123 , 127 – 8

UNICEF and protection of 582 – 7

in wars 564

Children and Young People Code of

practice 575

China

global brands in 13

marketing and 11

shopper’s decision making 394

cinema, media planning for 265 , 269 , 274

Cisco 44

Citroën 221

classic communications 9

clickstream data 496

click-through rates (CTRs) 506

client-driven mailings 441

Clio awards 210 – 12

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