612 INDEXNabisco 497
Nathanson, A.L. 568– 570
National Advertising Division (USA) 576
National Advertising Review Board (USA)
576
Nescafé 12
net promoter score 305
net reach 260
Netherlands
audience share of leading channels 259
corporate responsibility in 346
interactive television in 512
internet access 486
mobile internet use 508
mobile phone penetration 485
promotions in 360
social media penetration in 524
new brands or products, budgeting for
194 – 5
new media in advertising 216
News Corp. 137 – 8
newspapers, media planning for 265 , 269 ,
272
Nicorette 211
Nike 44 , 53 , 396
Nissan Qashqai 208
Nivea 169 , 434 – 5
Nokia 12 , 44
non-addressable media 428 , 429 – 31
direct response print advertising
429 – 30
direct response radio advertising 431
direct response television advertising
431
North America 394
Norway
audience share of leading channels 259
mobile phone penetration 485
private label shares 41
social media penetration in 524Obama, President Barak 128 – 9
obesity, and advertising to children 570 – 1
objective and task method
of communications budgeting 191 – 2
of sponsorship budgeting 362 – 3
off-invoice allowances 388
Olson, J.C. 95
Olympic sponsorship 348
O’Neill 488
one-to-one marketing 440
online advertising 490 – 6 , 502
targeting 496
on-line banking campaigns 325
online campaigns 493 – 4
online contests 504
online events 496
online games 496 – 501
as marketing communications tools
497 – 8
Online Publishers Association 493 – 4
online shopping 432
online sweepstakes 504
online trade fairs 474 – 5online web(sem)inars 496
opportunity to see (OTS) 260 , 261
Opt-in 507
Opt-out 507
Oracle 44
order-of-entry effect in new brand/
product launches 195
ordinary decency 556
Oslo Sporveier 211
outbound telemarketing 435
outcomes rule 560
outdoor advertising, media planning for
265 , 268 – 71
output indicators in public relations 334 – 5
overpositioning 140
own-label brands 41packaging, unethical practices in 573
Palestine 327
parasitic sponsorship 353
Park, C.W. 141
pay per click model 492
Peckham, J.O.: 1.5 rule 194
Pepsico 495 – 6
PepsiCo 44
perceived behavioural control (PBC) 87
percentage of sales method of
communications budgeting 188
Perception-Experience-Memory model
100
perceptual interference in TV advertising
277
performance alowances 388
peripheral-route processing 83
personal communications 5
personalised URL (PURL) 435
Persuasion Knowledge Model (PKM)
499 – 501
Persuasive Impact Equation 364
‘pester power’ 123
Petty, R.E. 80
Peugeot 525
Philip Morris 170
Philips 405 – 6 , 572 – 3
Philishave 12
physiological test 295
Pieters, R. 93
Pinerest 525 – 6
Playtex 143 – 4
podcast 520
point-of-purchase (POP) communications
4 , 393 – 403
attention and purchase motivation 399
as communication tool 395 – 6 ,
397 – 400
factors 394
objectives 396 – 7
research 403
store atmospherics 400 – 2
target groups 396 – 7
Poland
audience share of leading channels 259
private label shares 41
popu kids in teenage segmentation 132pop-unders 491
pop-ups 491
Portugal
audience share of leading channels 259
private label shares 41
social media penetration in 524
positioning 122 , 138 – 44
competitors’ brands 140 , 142
developing strategy 140 – 4
strategies 138 – 40
post-experience model 100
post-testing of advertising 301 – 4
limitations of 303
power distance 236 – 7 , 238
premiums 386
press kits 331
press releases 331
prestige brands 52
pre-testing of advertising 293 – 300
attention and emotion tracking 296
attitudes, indirect measurement 295
of bank commercial 297 – 8
checklists 293
impact, measurement of 296
limitations of 299
objectives 293
sauce mix campaign 300
techniques 294
price cuts
and bonus packs 385
on the shelf 379
value of 381
print, direct response advertising 429 – 30
privacy
and database marketing 442 – 3
and marketing ethics 572 – 3
private label brands 41
probability markets 81 – 2
problem solution 216
process goals 155
Procter & Gamble 48
advertising 212 – 13
Ariel controversy 327
babies, protection of (case study)
582 – 7
stealth advertising by 566
at trade fairs 463
zero-couponing strategy 382
product confusion 105
product life cycle
and marketing communications
168 – 71
stages 168
product promotions 384 – 8
product specialisation in market
segmentation 136
product-driven mailings 440 – 1
products, new, budgeting for 194 – 5
professional ethics 560
programme sponsorship 353
Protection Motivation Theory (PMT)
226
psychographic segmentation 131 – 2
public affairs, public relations in 326 , 330Z02_PELS3221_05_SE_IDX.indd 612Z02_PELS3221_05_SE_IDX.indd 612 6/6/13 8:42 AM6/6/13 8:42 AM