INDEX 609direct response television advertising 431
direct sales 425 – 6
Disney 44
distribution support for direct marketing
426
distributive justice 556
domination in sales promotions 391
door-to-door, media planning for 273
Dotson, M.J. 9
double-spotting 263
Doukakis, I. 579
Dowling, G.R. 21
dramatisation advertising 217
Drive models of threat appeal advertising
225
dual brand strategies 50
dual mediation model 96
dual screening 514
Dunkin’ Donuts 534 – 5
Dunnhumby UK 425
Durex 559Eagle, L.C. 568 , 571
e-communications 4 , 485
effectiveness of, tracking 535 – 8
growing importance of 485 – 6
interactive television 512 – 16
marketing tools see marketing tools
mobile marketing 507 – 12
objectives 486 – 7
relationship marketing 534 – 5
social media see social media revolution
e-couponing 505
effective frequency in media planning 256
effective reach 261
effectiveness goals 155
Ehrenberg, A.S.C. 102 , 167
elaboration liklihood model (ELM) 80
high
affective attitude formation 94 – 5
behavioural attitude formation
99 – 101
cognitive attitude formation 84 – 92
low
affective attitude formation 95 – 9
behavioural attitude formation 101 – 2
cognitive attitude formation 92 – 3
electric cars 141 – 2
Electronic Media Code of practice 575
e-mail, letters by 432
e-mail marketing 506 – 7
emotion tracking in advertising research
296
emotional advertising appeals 213
emotional conditioning 97 – 8
emotional selling proposition (ESP) 207
endorsement branding 50
endorser advertising 227 – 9 , 522 – 3
and brand globalness, India 227 – 8
Enis, B. 130
Epinions 503
erotic advertising 221 – 3
e-sampling 504 – 5
Estonia 259ethical dilemmas 560
ethical issues 556 – 60
and corporate social responsibility
578 – 81
decision making models and rules
559 – 60
and marketing communications 556 – 9
reputation-building 578
see also unethical practices
ethics 556
ethics code 559
Eurocard/Mastercard 6
European Advertising Standards Alliance
(EASA) in marketing
communications regulation 575 – 7
European Union
internet access 486
social media penetration in 524
event marketing 346
event-driven database marketing 441
event-related sponsorship 352 , 353 – 7
exhibitions
integrated marketing communications
in 475
limitations of 474
objectives 462 – 7
planning 468 – 71
role of in marketing communications
461 – 2
types of 459 – 61
Expectancy-Value model (Fishbein) 84 – 5
experiential hierarchy-of-effects models
73
experiential marketing 403 – 9
experimental budgeting 192
expert endorsement 227
Ex-smokers (case study) 146 – 51
Extended Parallel Processing Model 226
external public relations 323 , 329
extra volume promotions 384
eye contact in cross-cultural environment
234Facebook
ad revenue 532
and e-marketing 503 , 523 , 524 , 527 ,
529 , 530
facial hair 405 – 6
fair trade products 580 – 1
Fairtec 460 , 463 – 4
Fam, K.S. 558
Fannin, R. 15
fear appeal advertising 225
Federal Trade Commission (USA) 576
feminine cultures 237 , 238
fighter brands 52
financial brand equity 52 – 3
financial public relations 326 , 331
Finland
audience share of leading channels
259
interactive television in 512
internet access 486
mobile phone penetration 485private label shares 41
social media penetration in 524
FISA – Batibouw (case study) 477 – 82
Fishbein, M. 84 – 5 , 87
fitting cubicles, media for 270
Flanders Expo 464 – 5 , 469 – 70
flanker brands 52
Flesch-Douma 294
flighting media schedule 262
flogs 564 , 566
Foot Locker 396
Foot-Cone-Belding grid 74 – 5 , 78 , 167
Ford Motor Company 358
Forgas, J.P. 83
France
audience share of leading channels 259
comparative advertising in 218
internet access 486
mobile internet use 508
mobile phone penetration 485
private label shares 41
social media penetration in 524
TV audience share 41
wines of 490
Franke, G.R. 214
Franzen, G. 62
free in-mail promotions 386
frequency in media planning 253 – 8
Frisk Mints 211
full market coverage in market
segmentation 136Gallup-Robinson Impact test 302
GAP 526
Garber, L.L. 9
gender
in advertising 223
in cross-cultural environment 236
market segmentation by 123 – 5
stereotyping of 561 – 2
General Electric 44
general fairs 459
General Mills 130 – 1
generation X 125 – 6
generation Y 125 – 6
generic advertising 204
generic brands 42
geographic segments 123
Germany
audience share of leading channels 259
e-communications in 509
internet access 486
mobile internet use 508
private label shares 41
shopper’s decision making 394
social media penetration in 524
gestures in cross-cultural environment
234
Gillette 44
Gilly, M. 130
Giraffe bread 528
Global Fund (case study) 540 – 9
globalisation 11
product suitability for 15Z02_PELS3221_05_SE_IDX.indd 609Z02_PELS3221_05_SE_IDX.indd 609 6/6/13 8:42 AM6/6/13 8:42 AM