610 INDEXglocalisation 13 , 16
God in Singapore 75 – 6
golden rule 560
Goodyear 14
Google 44 , 524
Google+ 528 – 9
Gray, O. 568
Greece
audience share of leading channels 259
internet access 486
mobile phone penetration 485
private label shares 41
green marketing 578
Grolsch 271
gross rating points (GRP) 106 , 260
gross reach 260 , 261
Grossbart,S.L. 569 – 70
Guiness 161 , 354
Gulf Stream Gear 492
Gutman, J. 57Häagen-Dazs 3
Hall, E. 234
Hall, B.F. 100
Handicap International 88
Hastings, G. 571
Hayward, M. 425
health campaigns 83 – 4
hedonists in teenage segmentation 132
Heineken 354 – 5 , 504
Heinz’s baby club 443
‘Helping Hands’ campaign (Belgium) 431
Herbig, P. 125
heuristic evaluation 93
Heuristic-Systemic model (HSM, Chaiken)
83
hierarchy-of-effects models 73 – 6
experiential 73
low involvement 73
high elaboration liklihood, affective
attitude formation 94 – 5
high elaboration liklihood, behavioural
attitude formation 99 – 101
high elaboration liklihood, cognitive
attitude formation 84 – 92
multiple attribute 84 – 92
self-generated persuasion 92
high power culture 237 , 238
high-context cultures, advertising in 236 ,
238
Hines, C. 580
historical comparisons, budgets based on
333
Hitachi 320
H&M 12 , 44 , 529
Hofstede, G. 10 , 82 , 236 – 7
Honda 44
Honest and truthful issues 556 , 559
horizontal trade fairs 459 , 461
HP 44
HSBC 49
HTC 50
humourous advertising 219 – 21
in cross-cultural environment 235 – 6Hungary
audience share of leading channels 259
private label shares 41
social media penetration in 524
Hutton, J.H. 8
Hyundai 43IBM 44
ICC codes in marketing communications
regulation 575 , 576
Iceland
audience share of leading channels 259
mobile phone penetration 485
idea advertising 204
idealists in teenage segmentation 133
IKEA 437
image communications 5
image-building activities 578
image-destroying activities 578
Implicit Association Test 295
inbound telemarketing 435
income proportion method in budgets 334
India
advertising and brand globalness 227 – 8
Bajaj Auto in 233
glocalisation in 16
indirect public relations 323
individualist culture 236 , 238
indoor media 270
industrial advertising 204
industry comparisons, budgets based on
334
industry identity 18
inertia method of communications
budgeting 187
informational buying motives 75
Infratech 469 – 70
ingredient branding 50
input indicators in public relations 334
in-script sponsorship 357
Insites Consulting Model 536
in-store displays 400
integrated communications 9
barriers to 26 – 8
integrated marketing communications
(IMC) 2 , 6
across cultures 10 – 11
barriers to 26 – 8
brand activation 410
direct marketing in 448
exhibitions and trade fairs 475
factors leading to 22 – 5
integrating advertising in 237 – 8
levels of 25 – 6
plan for 28 – 9
public relations, integration of 338
in sponsorship 365
integration of corporate communications
16 – 22
culture, personality and identity 17 – 20
Intel 44 , 163
intensity in sales promotions 391
intensity of context responses 279
interactive media 437interactive television 512 – 16
services offered 515
trends 514 – 16
interference in TV advertising 277
internal public relations 323 , 324 , 329
International Code of Advertising Practice
575
internet 485
brand launches on 495
media planning for 265
interstitials 491
Ireland
audience share of leading channels 259
mobile phone penetration 485
social media penetration in 524
irritation evoked by advertising 102 – 4
causes 102 – 3
consequences 104
Irving, John 126
issues audit 336
Italy
audience share of leading channels 259
interactive television in 512
internet access 486
mobile internet use 508
mobile phone penetration 485
private label shares 41
social media penetration in 524Johnnie Walker 354
Jones, J.P. 167 , 185 , 190
Junco, R. 126Kaiser Chiefs 489
Kant, Immanuel 560
Katsioloudes, M. 579
KBC on-line 325
keyword buying 490 , 492
Kidd, C. 350
Kim, S.P. 64 – 9
Kimberly-Clark 505
Kleenex 505
KLM 527
Koehler, W. 125
Komatsu 12
Koslow, S. 572
Kotex 525
Kraft Foods 14 , 511
Krambia-Kapardis, M. 579
Kumar, V. 446language
in cross-cultural environment 233
translation mistakes 234 – 5
Latin America 394
Latvia
audience share of leading channels 259
mobile phone penetration 485
Lay’s snacks 409
legal considerations 559
life cycle segmentation of markets 130 – 2
lifestyle segmentation 131 – 2
lifetime value of a consumer 444
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