614 INDEXsocial media revolution 517 – 33
blogs 517 – 20
collaborative projects 517
content communities 520 – 2
social networking sites 522 – 33
brands on 527 – 32
demographics 527
media investment in 532 – 3
virtual game worlds 533
virtual social worlds 533
virtual worlds 533
social networking sites 522 – 33
brands on 527 – 32
demographics 527
media investment in 532 – 3
social sampling 505
social TV 515 – 16
socially responsible marketing 578
soft core deceptions 571
Sony Ericsson 160 , 565 – 6
South Africa 407
space in cross-cultural environment 234
Spain
audience share of leading channels
259
interactive television in 512
mobile internet use 508
mobile phone penetration 485
private label shares 41
social media penetration in 524
Spears, Britney 530 – 2
specialist (focused) fairs 459 , 461
Speedo swimwear 430
split-scan test 299
sponsored games 498
sponsorship 4 , 345
budgets 362 – 3
current developments 349
defined 345 – 6
effectiveness, measuring 363 – 5
growing importance of 347 – 9
IMC in 365
objectives 350 – 2
selection criteria 361 – 2
target groups 349 – 50
types of 352 – 62
workings of 347
Sponsorship Code of practice 575
sports sponsorship 350 , 353
Spungin, P. 568
Spurgin, E.W. 563
standardised campaigns 11 – 16
Starch test 301
stealth advertising 24 , 564
ethics of 565 – 6
stereotyping 560 – 3
Stern, B.L. 214
store atmospherics 400 – 2
strategic advertising planning 290 – 1
strategic advertising research 291 – 2
Stuart, E.W. 563
subliminal messages 571
SUEZ (liquified narural gas) (case study)
339 – 43‘superiority of the pleasant’ hypothesis
104
superstitials 491
supraliminal messages 571
Surmanek, J. 192
Sweden
audience share of leading channels 259
internet access 486
mobile internet use 508
mobile phone penetration 485
private label shares 41
social media penetration in 524
sweepstakes 383
Switzerland
audience share of leading channels
259
interactive television in 512
private label shares 41
social media penetration in 524
SWOT analysis 121
synergy 3Taiwan 562
talking head 215
tangible product 3
target groups 121
advertising to 206
reach of 273
of direct marketing 425 – 8
in media planning 253
of point-of-purchase (POP)
communications 396 – 7
in public relations 322 – 8
financial public relations 326
internal public relations 324
marketing public relations 327 – 8
media public relations 326
public affairs 326
for sales promotions 376 – 9
of sponsorship 349 – 50
vulnerable people as 566 – 70
target strategies for market segmentation
136 – 7
targeted e-mails 447 – 8
targeting 122
cost per thousand in 264
Taylor Nelson Sofres 218
technical criteria in media planning 266
teenage mums 79 , 130 – 1
teenagers
advertising to 206 – 7
Coca-Cola advertising among 233
segmentation for 132 – 3
telecoms operator, campaign testing for
304 – 5
telemarketing 435 – 6
teleological approach to ethics 556
teleprospecting 435
telesales 435
television
direct response advertising 431
media planning for 265 , 267 – 8 , 269 ,
273 – 4
split screen formats 277 – 8Telnet (Belgium) 431
Terror Management Theory 225 – 6
testimonial 216
theatre test 298
theme advertising 205
theme communications 5
Theory of Planned Behaviour (TPB)
86 – 90 , 407
Theory of Reasoned Action (TORA)
85 – 90
think-feel dimension 74 – 5
third party e-mail 506
threat appeal advertising 225 – 6
ethics of 571
Thwaites, D. 350
time bandits in market segmentation 126
Times Square, tweeting on 519
timing in cross-cultural environment
233
Tipp-Ex 521
toilets, media for 270
‘top topicals’ in newspapers 272
Top-of-Mind awareness (TOMA) 75 , 304
top-of-mind brand awareness 191
Toyota 44 , 48
tracking analysis 142
tracking studies 307
trade advertising 204
trade fairs 4
case study on 477 – 82
integrated marketing communications
in 475
limitations of 474
objectives 462 – 7
online 474 – 5
participation 462
repositioning 463 – 4
return on investment, measuring 471 – 2
types of 459 – 61
trade marts 459 – 60
trade promotions 378 , 388 – 90
trailer test 298
transactional buying motives 75
transaction-based sponsorship 353
Tropicana 6
Turkey
audience share of leading channels
259
private label shares 41
social media penetration in 524
TV test 560
Twitter 518 , 519 , 520 , 527
ad revenue 532
two-factor model of advertising 254
two-sided messages 91 – 2Ukraine
audience share of leading channels
259
mobile phone penetration 485
unaided awareness telephone test 304
uncertainty avoidance 237 , 238
uncertainty tolerance 238
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