606 INDEXI N D E X
Aad transferr model 95 – 6 , 104
Aaker, D.A. 55
Aaker, Jennifer 56
Abernethy, A.M. 214
Absolut Vodka 14
Accenture 173
achievement indicators in budgeting 335
achievement targeting in budgeting 334
action advertising 205
action communications 5
action costing 333
adaption of campaigns 11 – 16
addressable media 428 , 429
direct mail 432 – 5
Adidas 408
Adidas-Salomon 53
Adventure Affair 464 – 5
advergames 77 , 128
as e-marketing tool 496 – 501
wear-in and wear-out 255
advertainment 23
advertising 4 , 203
and brand confusion 105 – 6
in business-to-business context
230 – 2
celebrities in 565
to children 206 – 7
in changing media environment
499 – 501
and obesity 570 – 1
parental views on 569 – 70
regulation of 568
controversial messages in 563 – 4
creative idea in 209 – 13
creativity in 210 – 11
in cross-cultural environment 232 – 8
effective use of money 256
emotional appeals 219 – 27
endorsers 227 – 9
global, growth of 203
irritation evoked by 102 – 4
message strategy 206 – 8
new media 216
online reviews of 503 – 4
research see advertising research below
short- and long-term effects 186
on social TV 516
types of 203 – 5
unethical practices in 570 – 2
advertising allowances 388
advertising campaigns see campaignsadvertising clutter 273 , 276
advertising research 290
activation measures 306 – 7
‘awareness-trial-retention’ framework
309 – 10
campaign effect, isolation of 308 – 9
campaign evaluation 304 – 10
post-testing 301 – 4
limitations of 303
pre-testing see under pre-testing
role of 290 – 1
strategic research 291 – 2
tracking studies 307
website visiting behaviour 303
advertorials 495
Affect Infusion model (AIM, Forgas) 83 ,
223 – 4
Affect-as-information 94 – 5
affiliate marketing 493
affiliate networking 493
affordability method of communications
budgeting 187 – 8
age
advertising to 206 – 7
market segmentation by 125 – 7 , 132 – 3
agenda-setting as PR tool 330 – 1
aided awareness telephone test 304
Ajzen, I. 87
Alzheimer’s disease 223 – 4
ambush sponsorship 353 , 360 – 1
American Association of Advertising
Agencies 6
American Express 44
American Marketing Association 39
Ames, A. 580
AMF Pension 511
anchor deals 495
Angry Birds 46
Anguilar-Manjarrez, R. 350
Anheuser-Busch 192
Anthonissen, P. 336
Apple 43 , 44
Apps 508
arbitrary allocation of communications
budgeting 187
arbitrary budgeting method of
communications budgeting 192
Argentina 394 , 406
Argos 507
AS Adventure 442
Asia Pacific 394attention tracking in advertising research
296
attitude formation and change 76 – 84
types 84
attitudes in cross-cultural environment
235
attraction in sales promotions 391
Audi 169
augmented product 3
augmented reality in stores 397
Austria
audience share of leading channels 259
mobile phone penetration 485
private label shares 41
automobile industry, budgeting in (case
study) 196 – 201
Awareness-Trial-Reinforcement (ATR)
model 167
‘awareness-trial-retention’ framework
309 – 10baby boomers 125 – 6
Bacardi 40 , 511
Bajaj Auto 233
banner ads 491
Barco (case study) 64 – 9
bastion brands 51 – 2
Batibouw (case study) 477 – 82
Bavaria Beer 360
BBC 490
behavioural data 496
behavioural segmentation 133
Belarus 259
Belch, G.E. and M.A. 96 , 193
Belgian Post 428
Belgium 393 , 409
advertising code of conduct 577
audience share of leading channels 259
e-communications in 498 , 502 , 509 , 511
fair trade products in 580 – 1
internet access 486
mobile internet use 508
mobile phone penetration 485
private label shares 41
social media penetration in 524
women, stereotyping 562 – 3
Benetton 572 – 3
Bennett, R. 579
Berman, R. 568
Berners-Lee, T. 485
ß-coefficient analysis 257 , 266Z02_PELS3221_05_SE_IDX.indd 606Z02_PELS3221_05_SE_IDX.indd 606 6/6/13 8:42 AM6/6/13 8:42 AM