Marketing Communications

INDEX 613

public fairs 459

public relations 4 , 318

activities 318 – 19

budgets 333 – 4

as communication tool 318 – 22

communications in 318 – 22

in crises 335 – 8

integration of 338

media for 330

personal and oral 329 – 30

unethical practices 572

different audiences 323

for film or CD launch 333

instruments and channels 329 – 33

communications through media 330

financial public relations 331

internal public relations 329

marketing public relations 332 – 3

media public relations 331 – 2

personal and oral communications

329 – 30

public affairs 330

objectives and tasks 325

research priorities 322

results, measuring 334 – 5

strengths 319

target groups 322 – 8

financial public relations 326

internal public relations 324

marketing public relations 327 – 8

media public relations 326

public affairs 326

trends and challenges 321

unethical practices in 572

weaknesses 320

publics, relationships with 318

puffery 571

pull advertising 510

pulsing media schedule 262

purchase in brand experience 404

purchases 164

facilitation 163 – 4

intention 162 – 3

satisfaction 165

push advertising 510

PWC 231 , 255 , 355 , 493

Qantas 498 – 9

qualitative criteria in media planning 266 ,

275

quantitative criteria in media planning 266

Quechua 530

Quick Response code (QR-code) 430

Quinn, R.T. 64 – 9

radio

direct response advertising 431

media planning for 268 , 269 , 274 , 275

rational advertising appeals 213 – 19

reach goals 155

reach in media planning 258 – 61

readability analysis 293

Reading Ease (RE) formula 294

recall test 302

receiver context 275

Recency-Frequency-Monetary Value

(RFM) model 445 – 6

conversion rates 447 – 8

recognition test 301

Red Bull 529

Reebok 53

reference catalogues 436

regulation

of children’s advertising 568

of marketing communications 573 – 7

EASA in 575 – 7

ICC codes 575

self-regulation 574

Reichheld, F.F. 427

Reinartz, W. 446

relationship marketing 443 – 5 , 534 – 5

Relationship-Quality model 89

relativism 557

religion in cross-cultural environment 235

repositioning 143

Resnik, A. 214

resources costing method 333

retail advertising 204

retention e-mail 506

return on investment of trade fairs 471 – 2

Reynolds, T.J. 57

RFID trade fair 460

rich media ad 491

roadblocking 263

Romania

audience share of leading channels 259

internet access 486

mobile phone penetration 485

shopper’s decision making 394

Rossiter-Percy gird 75

Rowling, J.K. 126

Rucci, A.J. 64 – 9

Rugbeer 406

rule of thumb in ethical dilemmas 560

Russell, J.A. 401 , 402

Russia 259

Sainsbury’s 528

sales, percentage of method of

communications budgeting 188

sales force 379

sales force promotions 379

Sales Promotion Code of practice 575

sales promotions 4 , 374 – 9

effectiveness of 389 – 90

growing importance of 374 – 6

factors affecting 375

objectives 376 – 9

research 391 – 3

sawtooth effect 392

target groups for 376 – 9

unethical practices in 573

sales response budget models 183 – 5

sales support for direct marketing 426

sampling 384

Samsung 44 , 47 – 8

SAP 44

savings cards in promotions 383

Schmitt, B. 404

Schroer, J.C. 189 , 190

search engine advertising (SEA) 492

search engine marketing (SEM) 492 , 502

search engine optimisation (SEO) 490

second screening 514

segmenting-targeting-positioning

framework 121 – 2

selective advertising 204

selective specialisation in market

segmentation 136

self-generated persuasion models 92

self-liquidators 387

self-reference criterion 11

self-regulation of marketing

communications 574

self-regulatory focus in health campaigns

83 – 4

semantic interference in TV advertising

277

senior citizens, advertising to 206 – 7

Serbia and Montenegro 259

service recovery 165 – 6

Seven-Up 567

Seymour, M. 336

share of market (SOM)

in advertising 189 – 90

in media planning 253

share of voice (SOV)

in advertising 189 – 90

in media planning 253

Shimp,T.A. 563

Shipley, D. 467

shock absorption in sales promotions 391

shock advertising 563

shop of the future 398

Short-Term Advertising Strength (STAS)

185

shoskele 491

SIAL trade fair (Paris) 464

signalling theory 254

Singapore

Coca-Cola advertising to teenagers

233

God in 75 – 6

shopper’s decision making 394

Sissors, J.Z. 192

skyscrapers 491

slice-of-life ads 217

slotting alowances 388

Slovakia

audience share of leading channels

259

mobile phone penetration 485

private label shares 41

Slovenia 259

Smart Fortwo 159

Smart Study = Money Management

323 – 4

social acceptability 558

social explorers in teenage segmentation

132

social media 425

measuring 537 – 8

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