INDEX 611line extensions 45 – 6
lingerie shopping by men 163 – 4
Linkedln 503 , 524 , 527
ad revenue 532
list price 3
Lithuania
audience share of leading channels 259
mobile phone penetration 485
lobbying 330
local brands 49
long commercials 230
Longines 328
L’Oréal Group 268
case study 240 – 5
lotteries 383
Lotus bakeries (Belgium) 433 – 4
case study 450 – 5
low elaboration liklihood, affective attitude
formation 95 – 9
Aad transfer 95 – 6
emotional conditioning 97 – 8
feelings transfer 96 – 7
mere exposure effect 98 – 9
low elaboration liklihood, behavioural
attitude formation 101 – 2
low elaboration liklihood, cognitive
attitude formation 92 – 3
low involvement hierarchy-of-effects
models 73
low power culture 237 , 238
low-context cultures, advertising in 236 ,
238
Lutz, R.J. 96
Luxembourg
audience share of leading channels 259
internet access 486
Lyna, A. 570McDonald’s 44 , 56 , 500
Macedonia 259
McIntyre, R.E. 556
MacKenzie, S.B. 96
McNeal, J.U. 568 , 569 , 570
Maes beer (case study) 281 – 6
magazines
media planning for 265 , 267 , 269 , 271 – 2
sales promotions 387
Mamas & Papas 439
management judgement test 292
manufacturer advertising 203
manufacturer brands 41
Marconi, J. 335
marginal analysis of communications
budgeting 186 – 7
mark mark 39
market segmentation 121 , 122 – 34
by age 125 – 7 , 132 – 3
for children 123 , 127 – 8
by gender 123 – 5
by life cycle 130 – 2
requirements for 134 – 8
target strategies 136 – 7
variables 122
market share in sales promotions 391market specialisation in market
segmentation 136
marketing 2
marketing communications
and brand equity 60 – 3
brand placement in 356 – 7
and consumer choice situations 171 – 3
and corporate social responsibility
578 – 81
ethical issues in 556 – 9
see also unethical practices
exhibitions, role of in 461 – 2
integration of 6 – 10
non-traditional forms 23 – 4
objectives 155 – 68 , 351
brand attitude 160 – 2
brand awareness, recognition and
recall 157 – 60
brand knowledge 160
brand loyalty 165 – 8
category wants, developing 157
purchase 164
purchase facilitation 163 – 4
purchase intention 162 – 3
satisfaction 165
and product life cycle 168 – 71
regulation of 573 – 7
EASA in 575 – 7
ICC codes 575
self-regulation 574
synergies in 10
unethical practices in 560 – 70
marketing mix 2 – 4
marketing public relations 323 , 327 – 8 ,
332 – 3
and sales 328
marketing tools in e-communications
487 – 507
advergames 496 – 501
brand websites 488 – 90
e-couponing 504 – 5
e-mail marketing 506 – 7
e-sampling 504 – 5
online advertising 490 – 6
online contests and sweepstakes 504
online events and seminars 496
search engines 490
viral marketing 501 – 4
Marlboro 170
Mars 48
case study 412 – 17
masculine cultures 237 , 238
masked identification test 301
mass communications 5
mass media and direct media, compared
424
Mastrodicasa, J.M. 126
media
for direct marketing 428 – 37
addressable media 428 , 429
catalogues 436 – 7
interactive 437
non-addressable media 428 , 429 – 31
telemarketing 435 – 6investment in social networking sites
532 – 3
media mix 253
criteria for 265 – 8
media plan 252
media planning
context of 275 – 80
medium as message 279 – 80
objectives 253 – 64
continuity 262 – 3
cost 263 – 4
frequency 253 – 8
reach 258 – 61
weight 260
process of 252 – 3
qualitative criteria 266 , 275
radio 268 , 269
selecting media 264 – 75
cinema 265 , 274
criteria for 265 – 8
door-to-door 273
internet 265
magazines 265 , 271 – 2
newspapers 265 , 272
outdoor 265 , 268 – 71
radio 274 , 275
television 265 , 273 – 4
steps 252
media public relations 326 , 331 – 2
medium as message 279 – 80
medium context 275
medium selectivity 266 – 7
Mehrabian, A. 401 , 402
Melewar, T.C. 17
meltdown in TV advertising 277
Mercedes 44
mere exposure effect 98 – 9
Mexico 394
microblogs 517
Microsoft 44
Miele 14
Miller beer 210
Millward Brown 491
Mitchell, A.A. 95
mobile applications 508
mobile marketing 507 – 12
Mobile Marketing Association 512
mobile phone penetration 485
Moore, S. 336
Moorman, M. 276
moral equity 557
morals 556
motivation, ability and opportunity (MAO)
78 – 80
M+R 463 – 4
multi-branding 48
multi-channel database marketing
441
multi-industry exhibitions 461
multiple attribute models 84 – 92
MUSH sponsorship 353
music, seducng consumers with 401
music in advertising 226 – 7
MySpace 137 – 8 , 523 , 524Z02_PELS3221_05_SE_IDX.indd 611Z02_PELS3221_05_SE_IDX.indd 611 6/6/13 8:42 AM6/6/13 8:42 AM